Creative marketing strategies for your fashion industry brand start with your target audience in mind. Depending on the audience you are working to reach with your marketing strategy, your marketing channels and the message may vary. The most effective marketing strategies combine traditional marketing tactics with creative platforms to reach your audience. Today, the fashion industry has almost unlimited resources at its disposal. Information and photographs that appear on the Internet instantaneously reach millions of men and women all over the world. People know in a jiffy fashion that is in and those that are out. They see the colors and trends on splashy, popular websites. They find out very quickly what they should be wearing and what they shouldn’t.

Fashion marketing techniques apply many of the same marketing strategies that large and small businesses use. Fashion marketing includes market research, advertising, and promotion. Research gathers information about the market for a particular brand or product. Advertising helps generate sales, and promotion increases brand or product awareness. Some fashion marketing techniques include fashion events, print publications, press releases and media relations, digital media and product placement.

Fashion Blogs

People are frequently introduced to brands by friends and family, but they often venture online to do their research and look for reviews from other customers. A big part of the online community includes blogs, bloggers, and social networks. In many instances, bloggers are tweeting or writing elaborately about the products and ideas they discuss on their blogs.

Because of this, it’s beneficial to establish strong, mutually beneficial relationships with local and national fashion bloggers and websites as a part of your creative marketing strategy. Develop interesting angles, as they are inundated with requests from up-and-coming designers daily. Send a professional pitch and your lookbook. If you need help locating bloggers and websites or determining what to send, a public relations professional should be sought for assistance. From office wear to home wear, fashion bloggers cover their own niche topics and provide innumerable options for people to choose from. People also depend on a great extent at the reviews of various fashion related products and accessories and bloggers are the most popular mediums to relate to; some of the popular bloggers now have millions of followers at their bidding.

Here are some of the most popular Fashion Bloggers and their channels, followed by millions:

Flipkart has also collaborated with the most popular youtube fashion bloggers to curate looks for people. This gives an in-depth idea to people regarding latest fashion, what to buy and how much cash to shell out. Check out their quirky video:

Fashion Showcase and Events

Consider hosting a small gathering of around 30 to 50 people to debut your  boutique to key people in the fashion industry. Invite bloggers, editors, buyers and potential high-profile clients. This is a creative way to network and personally introduce your brand through your own vision. During the event, allow time for a small fashion show, and also display items throughout the room. You can use your lookbook as inspiration and tie elements of it into your event. Fashion marketers conduct promotional events. Product launch events invite the media and public or private guests to learn about new product offerings such as jewelry and other accessories. Other events involve hosting or sponsoring charity events and causes that help build brand awareness. Watch the very sensuous Nike FuelFest: Mass engagement around new fashion product launch-

The Rebecca Fashion International Hair Show – Summer Collection Launch went really well with the audience. The video showcases the press and public launch of the hair range: wigs and extension line at Monte Casino. Alongside the event, we also rolled out a campaign on social media, press and online.

Recently many makeover TV shows have cropped up front and are creating a difference globally. Let’s revel by watching them!

BBlunt Makeover Show:

TonynGuy makeover with Deepika Padukone:

Print Publication and Press release

Fashion marketers use print publications to promote the brand or product offering. Print publications include the brand’s self-published magazines, trade and consumer magazine advertisement, mailings and newsletters that feature individual products, flyers and posters at store locations, point-of-purchase announcements that are placed at the checkout counter, product inserts that are included with product purchases and billboard ads along highways and city streets. Press releases often keep the public informed about the brand’s activities by announcing new and upcoming product launches, runway events, successes and newsworthy stories about the brand or individual products. The best and most popular print publication includes Fashion magazines, some are globally followed by scores of people and are believed to be the ultimate fashion curation read.

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Fashion magazines however are not limited to book shelves only, they are nowadays crazily followed by over web. fashion magazine is one such very established and craved for online fashion magazine.

Digital Media and Product Placement

Fashion marketers use digital media for research and promotion. Web technology provides an efficient platform for collecting survey data that reveals information about the brand’s market. For example, some brands that process orders online ask the customer to fill out a satisfaction survey after they complete the purchase. Fashion marketers, publicists and other promoters use product placement marketing techniques. Product placement techniques involve featuring fashion items and apparel on television programs, movies and celebrities. Product placement displays the product without explicitly advertising it, because this marketing technique displays the product within the context of the primary entertainment. See some of the best exemplars of fashion product placement:

Image source: https://i.pinimg.com/736x/d0/aa/11/d0aa11659a5882fb54f895714b7ed190–magazines-jewellery.jpg , https://i.pinimg.com/736x/75/5e/a6/755ea61dfe9fc70ae9ab0e574299964f–news-magazines-editor.jpg

The Internet

The use of the Internet involves several strategies which include: creating an online version of a print magazine, banner ads (ads placed on specific sites for greater exposure) and well-placed photographs and articles about the fashion industry.  According to an industry report on the Internet and marketing strategies by women’s magazines, “The Internet has become a billion-dollar business”. According to Nielsen Netratings, American women use the Internet more than men & at a rate of 51% – 49%.  It speculated that women online readers in the United States tend to visit general interest sites on the Internet, such as shopping sites, beauty sites, and health sites. Therefore, magazines discovered the Internet several years ago as another method to better serve the customers. By targeting large numbers of women who regularly participate in online activity, fashion magazines that maintain an Internet presence provide themselves with continuous, free advertising. 

It is an extremely effectively strategy to offer other information, such as press releases or news that relates to the company or to their industry, or provide information about special events that relate to the company to their industry.

A constant theme in fashion marketing is to create ideas or themes for what it means to look good or look attractive.  Therefore, marketing to women with various body sizes and shapes makes for good business strategy.  However, the marketing of fashion to women isn’t just about what you look like but what they want you to look like. Zivame has rolled out a new campaign titled ‘#FitForAll’ that has been conceptualised by Lowe Lintas.   The film features women getting ready for different occasions and how Zivame’s range is fit for them. From a woman going to work, to one hitting the gym, and more, Zivame’s lingerie accompanies these women with different bodies.

That is, part of marketing strategy is to generate ideas in women’s heads about what kinds of clothes we need to wear in specific situations – the work environment, social situations, etc.  

Fashion Product Videos

Statistical image source:

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Leading fashion brands are all embracing product videos or short films to narrate a story around each look, each product- since it’s not just about selling anymore but to create an impression, where your customers and also, potential customers would like to come back over time. Myntra’s clothing brand Anouk’s campaign ‘Bold is Beautiful’ went viral on the web and people’s imaginations. Fashion items- clothes, jewellery or accessories- are not just beautifying items anymore. They also define the personality and choices of those who choose to wear them. Watch this beautiful video created with a bang!

Watch how Titan celebrated the Raga Woman, the woman of our times, the woman with a dynamic, strong mind and classic fashion- a little stylish, a little bold:

Fashion is also meaningful in the 21st century. Watch this incredible video to understand the subtle discoveries women have gotten over centuries. Zivame believed it’s time people learn to see women as women and not ‘pathakas’ –

In 2017, general growth improvements are expected for all segments, except discount. The probable winners will continue to be the value and affordable-luxury segments. Both segments should benefit from shifts from other segments, as more consumers trade down from luxury to affordable luxury and trade up from discount to value.

Image source: https://qzprod.files.wordpress.com/2017/01/luxury-good-annotated.png?w=1920

Anticipated growth rates in 2017 for the luxury and mid-market segments are 1.5-2.5 percent, approximately half the rate they achieved from 2005 to 2015 (6.0 percent CAGR for luxury, and 5.0 percent for mid-market). Nevertheless, this is still an improvement over 2016. Both segments should benefit from the rise of fast-growing e-commerce players, particularly in the mid-market. Growth could also be further impacted by new economic policies, including international trade and taxation.

However, we expect the discount segment to continue to grow at 2.0-3.0 % for another year — the slowest-growing of all segments — and below historical growth levels. Some players will almost certainly struggle to grow and defend their market share against value players and discounters offering higher-quality products at low prices, adopting their offer to reach consumers through multiple channels. Others, nonetheless, will likely continue to grow by expanding their geographic footprint, store networks and channel offerings. Though growth between 2016 and 2017 will not improve, some players should be able to counter the pressures on the discount segment exerted by the growing value players.

Product category performance

Market experts do not expect a single ‘hero-product’ category in 2017, as most will grow in line with the overall industry, increasing one or two percentage points from 2016. Athletic wear is expected to remain the absolute category winner next year, maintaining sales growth of 6.5-7.5 percent. Although double-digit growth for athletic wear overall appears to be a thing of the past, its subcategory of athleisure is expected to continue growing at that pace through 2017.

Watches and jewellery will likely see a single-percentage-point increase in growth rate in 2017 to 2.0-3.0 percent. Although conditions will improve for high-end watches and jewellery, with projected growth of 1.0-2.0 percent, the main growth driver is projected to be mass (fine, costume/silver) jewellery. Overall, the homogeneity projected across product categories makes channel strategy and clear value propositions all the more important for companies to emerge as the winner among product categories.

Generation Correlation

Two key but contrasting consumer groups are about to grow exponentially: the elderly and retired, and the millennials. To succeed, fashion companies will likely need to focus the way they serve both these groups. This is a significant opportunity for fashion, so brands should identify ways to reach and communicate with these valuable consumers. Part of the challenge will be to balance the call by some for an ageless approach, whereby brands are more fluid in their designs, rather than designing for a particular age group, with the reality that there are others who are nevertheless conscious of age-appropriate fashion.

This was an analysis about various modern marketing techniques for your Fashion Industry. If you would like to have a detailed discussion, please get in touch with us at hello@pixelsutra.com. We would be glad to assist you.