The September Issue: fashion marketing trends
With CVAs flying in left and right, the high street as we know it is changing. And with big brands struggling, the fashion industry is experiencing a transformation that’s put the impetus on change.
Embracing digital-first narratives, using data to forge more meaningful connections and incorporating cutting-edge tech are just a few of the ways that brands are pushing back. It’s this innovation that’s driving some of the largest fashion marketing trends just now.
Taking it digital
Ditching the models and the TV ads, M&S has launched its latest digital campaign, ‘Must-Haves’. Focusing on the feelings of being impeccably dressed (and knowing it!), the multi-layered campaign is entirely led by digital – with not a TV ad in sight.
With shoppable links on Instagram and Facebook, the focus is on customer demand for covetable products. Serving Instagram ads featuring the week’s most popular inventory creates a sense of urgency around the product and enhances its overall desirability.
The customer journey continues in-store for customers who prefer to shop in brick and mortar locations. M&S works with Google inventory ads to allow customers to search their nearest store for the magical must-haves on their list.
Making it personal
What’s the only luxury you can’t sell? Time. Snagging the attention of the well-heeled but short-on-time fashionistas, there’s a new type of personalised shopping – the subscription.
Digitally, it’s all about serving ads to the right demographic and retargeting on platforms such as Instagram. Influencer-styled posts blur the line between stylish people-you-love-to-follow and brands you’re learning to love.
Fashion is personal, and in creating relevant content with an air of the bespoke, you’re engaging with customers who are are already interested in the product and happy to provide the data to make their experience better.
In this sense it’s no wonder that Instagram are developing a standalone shopping app – something that will likely be one of the big fashion marketing trends of the future.
By cutting out visits to brick and mortar locations and facilitating easy returns and a highly customisable experience, these brands cultivate their own following. With social channels full of well-styled customers showing off products that can only be purchased through the subscription service, there’s an appealing exclusivity to the offer.
AI – is it me you’re looking for?
The best strategy only works with data and, as retailers innovate, there are new considerations. Enter Artificial Intelligence or AI.
Earlier this year, Tommy Hilfiger announced a project with IBM and FIT that used IBM Research AI tools to analyse everything from historic colours and styles to customer reviews on fit, quality and more on third party sites such as Zalando and Amazon.
By ploughing through an amount of data no mortal could touch, artificial intelligence tools work towards better understanding and leveraging customer data to turn them into actionable insights. It’s a fashion marketing trend we’ll be seeing more of.
M&S recently joined the game with Tuesday – its own personal styling advice service. The free online ‘style inspiration service’ offers relevant outfit suggestions encouraging visits to their website and stores.
The standalone website uses a web bot to ask you about your clothing preferences, age and how far you’re willing to go in terms of fashion choices before matching you up with a stylist.
By collecting data about your preferences and suggesting products that better match you, you’re happy – and the store is too, as it can potentially count on more conversions.
Augmented reality: the future of fashion marketing trends?
Imagine if you could try on clothes via an app, meaning you don’t ever have to pay for anything other than what you know works – because you’ve tried it on the app.
While tech might not be quite there yet, the beauty industry is already working to implement this. L’Oréal’s recent acquisition of Modiface is a great example.
Working with L’Oréal’s NYX brand, they’ve combined elements of personalisation with new tech through in-app consultations with real make-up artists. It’s about offering an experience that lets customers experience a make-up counter experience from wherever they may be.
It’s a simple way of increasing interactions with the brand in new and non-traditional spheres.
Knowing me and knowing you…
If you’re looking to incorporate some of these fashion marketing trends into your work there are some things to consider…
- Go digital – take a look at your media and do a deep dive to see what’s really working for you. Choose spaces that will let your brand shine.
- Embrace personalisation – now that you’re GDPR compliant, work on creating meaningful types of experiences for your customers. Fashion isn’t one size fits all!
- Explore new technology – while artificial intelligence and augmented reality are still expensive endeavours, there are simpler ways to incorporate this into your business. For example, try building a Facebook bot to deal with more common customer queries.
- Need more help? Give us a bell!