Marketing communications trends for the fashion industry
Fashion Marketing is where fashion and business intersect to spread brand awareness and core products, connect with target audience, drive sales, and increase revenue. Fashion entrepreneurs need to be fully aware of marketing communication trends and position their brand as the first choice of customers.
Unlike other industries, fashion communication campaigns should be able to achieve their goals and objectives within a short period of time after launch. Thus, the short cycle is the salient feature of fashion marketing campaigns. The fashion industry is very dynamic and trends change rapidly. Competition is also fierce marked by the entry of several new brands. Here are some marketing communications trends that are redefining the fashion industry.
The acceleration of digital transformation has reinvented the fashion communication landscape. Marketers are increasingly leveraging digital tools like search advertising, email marketing, search engine marketing, and more to build brand awareness and retention. Nonetheless, mobile-friendly websites, ads and landing pages are among the top trends in the fashion industry due to the increase in traffic from mobile devices on all other channels. Mobile marketing delivers personalized, geographic and temporal information to customers on the go. However, the rise of digital platforms does not imply the end of traditional marketing. While digital platforms help drive engagement and reach, traditional media build awareness and retention. Both media will thrive as fashion brands step up their communication strategies to achieve tangible results.
COVID-19 has catalyzed digitization, paving the way for the digital switch-over of fashion shows. Designers are working with technology companies to leverage computer-aided models to showcase the new collections. An essential feature of these events is the exploitation of innovative technologies such as augmented reality, artificial intelligence, etc., to provide organized experiences. For example, The Fabric of Reality simulated an experience of guests walking down a purple carpet in a futuristic museum towards the exhibition hall. The hallmark of the show was a 360-degree immersive experience, comprising a mix of fashion, music and graphics. It also leveraged the power of collaboration between digital experts and designers to produce animated videos.
Technology has also emerged as a panacea for improving efficiency, ensuring profitability and maximizing return on investment in fashion communication campaigns. Technologies like artificial intelligence help marketers better understand the behaviors and buying patterns of their target audience, segment them, and tailor their strategy accordingly. For example, leading fashion retailer Revolve uses data-driven insights to determine what drives sales, track user behavior on websites, and provide personalized item recommendations. AI-powered chatbots help solicit feedback and respond to customer queries and grievances in real time. Likewise, virtual reality, augmented reality, etc., simulate larger-than-life experiences to interact with the target audience.
Social shopping is one of the relatively new trends in fashion marketing. Fashion brands link their social media credentials to their websites to allow viewers to make a one-click purchase anytime, anywhere. Brands such as Natori reported a 1,416% increase in Instagram traffic, while Magnolia Boutique saw a 20% increase in revenue through Instagram thanks to the Instagram Shopping feature. Personalities with a large social network have a significant impact on the brand by giving them endorsements, reviews or endorsing their products. Fashion bloggers / vloggers help reach new markets, increase lead generation, and drive sales for businesses.
Live streaming is another steadily growing avenue. Live streaming videos help fashion brands expand their reach by allowing internet users to connect to events from their devices in real time. The fashion communication strategy should aim to establish their official Livestream channels instead of relying on third party players, in addition to YouTube, Instagram Live, Facebook Live, Vimeo Livestream, Streamshark, Ustream, etc., which are from fantastic live streaming platforms. Brands such as Louis Vuitton, Nike, Levi’s are already taking advantage of Instagram Live to expand their visibility and reach an untapped audience.
The penetration of e-commerce, the proliferation of emerging technologies, and the growing consumption of social media have prompted marketers to rethink their marketing communications strategies to more effectively monetize existing platforms and maximize their return on investment. Nonetheless, quality content with powerful storytelling and emotion will continue to be the key ingredient in successful marketing campaigns.