Modern Marketing Communications in the Fashion Industry. 2020 wasn’t a good year for the fashion industry, with several substantial fashion retailers experiencing significant drops in revenue. Nonetheless, the fashion industry has been one of the fastest-growing sectors. Experts predict that sales will be on the incline again once the dust has settled.
Like other industries, digital innovations, variations in consumer spending habits, and increasing globalization have set the fashion industry on seismic shifts. To some extent, this has made it a bit more unpredictable.
This best explains why marketing communications in the fashion industry have continuously evolved over the years. To maintain a strong brand identity and remain relevant, you must be knowledgeable about modern marketing communications in the fashion industry and be ready to take advantage of new strategies like lean marketing. Other than remaining relevant, you can enjoy four more competitive benefits. By ensuring that you’re abreast with the latest marketing communications in this industry.
· Measured and Easier Mobile Expansion.
An eMarketer report estimates that the amount of time people spend on their mobile devices increased by 15 percent from 2019 to 2020, and the figures are expected to remain the same into 2021.
This sounds like a ripe opportunity to connect with an engaged and receptive audience as a savvy modern marketer.
Ideally, you may want to use mobile ads, which are believed to be much better than conventional internet ads considering that Americans alone check their phones 52 times daily.
However, you will need to ensure that your ads are more customer-centric to get more value from them.
· Better Alignment of Content regarding Customers’ Journey.
According to content marketing research studies, if you as the marketer align your content to your customers’ specific stages in the buying process, you can average more conversions than competitors who do not use this tactic.
You can achieve this by being available to respond to customers’ discovery questions right from the top of the funnel.
It would help if you also aimed to implement the best strategies to make your customers stay.
You should make the responses more detailed and ensure that the content at the middle of the funnel is more consideration-supporting.
If you’re unsure about the ideal type of content to use anywhere, it will help if you use your prospects’ questions in plotting out content.
· Documenting Content Strategy.
Modern marketing communications make it a breeze to document all your content strategies. Interestingly, this is something that a significant fraction of marketers haven’t realized or are not even using.
Here’s where your consciousness as a marketer also comes in. Since it is something that most marketers aren’t even using, you can count on it as something that would make it easier to beat the competition.
You could aim at documenting a strategy that is beneficial for your growth. When you enter a strategy, you will find it easier to measure how it works, optimize different components, and show the returns from the strategy’s profits.
It is also acknowledgeable that documenting the content strategy can be draining. That’s the same case with students being pinned down by a huge backlog of essays.
For a student, you can always get online assignment help. You may want to leave some of that work to virtual assistants for marketers.
· Marketing Data Analysis.
Conventionally, businesses rely on visual media advertising, such as billboards and TV commercials, for connecting with consumers.
These spray and pray techniques would promise a vast reach, but they didn’t guarantee conversion.
They didn’t even provide marketers in major industries like the fashion industry a better way of analyzing and tracking conversions.
They are not good ideas in today’s ecosystem. Considering spending more time analyzing data gives you better chances of increasing engagement and conversions.
The bottom line is that you should not just have data but also understand how it works and how you can use it to your advantage.
What is Fashion Marketing Communications?
If you’re already in the fashion industry or have plans to dive into it, it is essential to acknowledge that fashion is heavily image-centred. Therefore, fashion marketing communications involve visual merchandising, celebrity endorsements, media management, and celebrity sponsorships.
Ideally, your aim should be to sell a lifestyle and tap into your consumers’ aspirations and dreams. This way, you will give them the ultimate motivation they need to buy your products or merchandise.
Do note that, unlike the traditional marketing approaches where marketing was heavily involved in forcing the products to prospects, today it aims at creating a dialogue between the clients and brands. This explains best why approaches such as digital marketing, public relations, influencer marketing, and experiential marketing, among other demographic-specific strategies, are heavily favored by leading brands. This guide explores how, as a modern marketer, you can use these approaches to increase the growth of your brand.
1. Influencer Marketing.
Influencer marketing has been a hot trend among established brands. As you probably already know, it involves sponsoring influencers or endorsing celebrities to promote your merchandise. Here is a breakdown of how emerging designers and jewelers can use influencer marketing in modern fashion communications to get ahead of the pack.
· Influencer Marketing for Emerging Designers and Jewelers
If you are an emerging designer, already established stars present you with a perfect platform to grow your brand. The red carpet has evolved to become one of the most followed entertainment formats reaching millions of households.
Each show provides a rundown of every jewel, dress, and shoe in 360º to offer every piece of garment or jewellery a reasonable amount of time in the spotlight. With this kind of exposure, it doesn’t come as a surprise to see both established and upcoming fashion brands tap into the shows as a perfect tool to get ahead of competitors.
With this kind of exposure, savvy designers have also discovered that having their apparel on the ideal model is one of the perfect ways to catapult themselves to the top. Therefore, several brands use magazine features and show to reach billions of potential customers for their brand.
Perfect examples of luxury houses that have leveraged the power of fashion shows and magazine features to get to several potential customers include Gucci and Dior. The focus in these cases has always been not just to build brands but also to boost sales.
The takeaway here is that the awards season and red carpets are the global platforms that present incredible opportunities for modern designers to build brands and get their names out to the public. So, it would help if you aimed at using them to tap into the contemporary fashion market.
Also, remember that your relationship with a celebrity takes more of a symbiotic form. You will look for exposure, while the stylists will look to discover and work with reliable and fresh design talents to satisfy their needs for new looks, which are essential in building their brands.
As a general rule, therefore, it would help if you aim at satisfying your clients’ (the stylists’) needs, and the exposure you crave will follow. To find a good influencer in your region, you can always use the same approach when looking for assignment help in your area.
For example, you can search for; assignment help U.K. In finding influences, you can search ‘top influencers (your region)’ to get local influencers who understand your audience.
2. Content Marketing.
Content marketing in the fashion industry is a trend that has dominated for quite some time. Ideally, if you’re researching the best modern communication tactics in the fashion industry, it is a strategy you will most certainly bump into.
To begin with, there are striking similarities between content marketing and fashion.
For example, both industries have strong connections with even the most minor changes in the social context.
Ideally, they constantly alter themselves depending on the changing needs of society. Again, both the content marketing and fashion industries are more important influences, always deciding the courses of ideology, thought, and taste of the society.
Some marketers even argue that good content marketing is akin to a fashion statement: It works by expressing human individuality while still resonating with the never-ending societal trends and ever-changing socio-political developments.
Interestingly though, the modern fashion industry needs a new crop of consumers. This is relatable because commercials don’t just sway the current customer base, but they are more receptive to exhaustive information.
They demand more of it, and this is clear in how much time they invest researching on and investigating the pieces of information they’re given. The numbers are a true testament to this; 81% of people will research online before making the final purchase decision.
They spend around 79 days just gathering data before even stepping into a store. This implies that putting up beautiful posters with fancy slogans isn’t enough to woo modern consumers.
They demand custom-tailored and unique content that resonates with them. With that in mind, the trend for winning the modern-day consumer is ensuring that the marketing content you prepare aims at them and not just the public.
Now, fashion is heavily content-driven because of the innate human desire, which is not just to listen to stories but also to be part of the stories. Therefore, building your content for a modern-day audience would help if you make it around a community.
Build it with inspiration. Your primary goal being to bring in the fashionistas to be part of the action and not just watch it. This way, you will have managed to combine the advantages of digitalization and modern-day customer mentality skillfully. All to close the gap between commerce and content.
If you’re unsure about how to do this, it would be best if you don’t just do guesswork and hope that it will deliver. Take some time to watch how the established retail giants leverage content and customers’ shopping experience. Do not copy but use that as an inspiration for building your community.
3. Experiential Marketing.
According to a feature article that appeared on Forbes, experiential marketing is the future of retail, and the fashion industry isn’t left behind either. The basic argument behind this is that traditional marketing doesn’t work for the millennial audience.
If you’re not sure what experiential marketing involves, here’s a basic explanation you may find helpful. It is a marketing technique designed to create experiences between brands and consumers.
The campaigns used in experiential marketing leverage activation to bring the brands to life and directly interact with their target audiences.
Experiential marketing is a good idea, especially in the modern fashion industry, because it doesn’t leave your prospects isolated.
Instead, it helps you build a two-way conversation with consumers to increase engagement. In engagement and experiential marketing, the idea is to encourage consumers to be part of the entire project and participate.
This way, your marketing will find enough space to evolve and improve. Making it easier for consumers to provide opinions and insight on the products or services you provide for them. This ensures that your prospects aren’t reduced to mere observers. But are part of your brand’s growth since they can experience it in person.
Personal interactions for modern consumers, especially in the fashion industry, can’t just be ignored. They play pivotal roles in helping brands gain prospects’ buy-ins and know the brand, its values, and the team behind it.
As a modern fashion brand, you may also want to leverage experiential marketing to get ahead of the competition because of its effectiveness in eliminating the traditional marketing noise. Savvy brands use mediums like Instagram, YouTube, Snapchat, Facebook, etc., to increase visibility and audience engagement.
4. Public Relations (PR).
They are defined as an individual or company’s information provision, management, and dissemination to the press and public at large. Public PR specialists help fashion brands in not just building but also maintaining a good public image.
Public Relations (PR) isn’t new either in the fashion industry. Ideally, it forms the backbone of most brands’ success. Here are two simplified ways that using public relations can help your fashion brand in the modern market.
- Promotion: You can use a public relations agency to promote your brand. It doesn’t really matter if you’re a designer or just a brand. The agency can, in this case, help you grab your target audience’s attention and other different audiences in the fashion industry that can be helpful to your growth.
- Building Exclusivity: To enjoy long-term success and build a revenue-sustaining model around your fashion brand, you must remain unique. Here’s where the public relations experts also come in. They help effectively communicate your brand’s uniqueness, achievements, and product qualities. Which can help you cut in the saturated fashion industry.
The competition is tight in the modern fashion industry. Your best way to beat it is to stand out from the crowd. Don’t be afraid to try new things, provided they guarantee results. To avoid nasty surprises, always do some research before going all-in into a new strategy.
Eliza Sadler is a professional journalist with over four years of experience. She also doubles as a freelancer and writes some of the best college essay papers. Eliza always focuses on delivering high quality while working towards her long-term goals and objectives. She’s fascinated by her unique ability to create original articles that meet high standards. You can connect with her via email.