The fashion sector is synonymous with innovation . It's artistic character is prone to change. Fashion is a world full of creative geniuses who make anything possible and imagination is its greatest strength. But what happens when the two most inventive industries come together? Since technology managed to digitize our lives, fashion has undergone a complete transformation. This process of metamorphosis was demanded by everyone , professionals and consumers. The bases are reformulated with the aim of achieving total democracy. Fashion asks to be free and has already embarked on the path towards its goal. Thanks to new fashion marketing trends, we can glimpse your wishes and future steps. Do you want to know what is succeeding? Here we go.
It should be noted that after the health crisis caused by Covid-19, the industry has suffered a major blow globally. Luxury brands and small companies have seen their progress diminished, both in terms of sales and production. Consequently, a noticeable drop in income is expected. Therefore, it is not unreasonable that in the face of such an event, specialists have sought to develop different plans to overcome this scenario.
In addition, a group of fashion experts saw the perfect time to launch a manifesto that puts the problems of the sector in check . This proposal arose in order to propose (and achieve) a new future, eradicating the mistakes of the past and rebuilding the pillars of the industry. In this way, we cannot say for sure what is to come but we can take a look at what is already underway.
Let us begin.
It may seem obvious. Online purchases increasingly occupy more margin of the sales rate of companies. Many still prefer the physical method, but the convenience of buying clothes online is gaining ground. The advantages of not having to travel, of not waiting in queues, of seeing the full range of products available to the customer (like a massive showcase), of checking availability, the size guide, the materials, etc. More so after the closure of stores or the fear of contagion due to the coronavirus .
You may be wondering…Is this the latest trend? Yes and no. Of course, the increase in purchases on the digital plane was already a known fact (even though it has seen a significant increase) but, the phenomenon that is really enjoying prominence is sales through smartphones . If you want to be able to compete in this field, the key is to develop an 'app'. We know that it involves a large investment that many cannot afford, but the reimbursement and results will be guaranteed. Of course, the design and functionality are essential for the user's shopping experience and, consequently, your success. Otherwise you will receive the opposite effect.
The 'apps' are the new vein for a business.
The business of influence is one of the biggest investments in a brand's marketing and communication strategy. We have always needed references to look at when dressing. Before it was the celebrities , then the bloggers , the 'it girls' and now, the influencers . Why is this happening? While we still need characters to draw inspiration from, see the different ways to style clothes, or serve as an aspiration, we need something more earthy. Hence, it is understood that the evolution towards these tastes for icons, goes towards proximity. An influencer creates an emotional connection with her followers, a community, a desire and above all, a motivation: “That could be me”.
This is where the figure of the microinfluencer becomes more relevant than ever . Closer still if possible, with an audience in the niche category, much smaller but much more committed. These followers have more defined tastes. In other words, all this means that the actions undertaken by a brand with this type of prescribers will be more effective.
Currently, it is the preferred format. The different formulas that can be applied to this type of content are endless: making of , backstage , fashion shows, tutorials, interviews, short films... The creative advantages give a much more impressive result. Videos entertain more than an image. They are more real and give more sensation of closeness. In addition, they are more useful and informative.
Thanks to today's technological possibilities, everyone has a device that allows filming without the need for much investment. The important thing is a good idea, a good execution and having something to say.
Video marketing also encompasses another of the most successful trends (especially during this quarantine), live streaming . Instagram and other applications have been filled with live shows in which relevant brands or characters participate with the aim of entertaining. A very efficient method to interact with followers, create a larger community and a higher loyalty rate. You have to keep it in mind for its profitability.
This category has been discredited too much. Changes in consumer behavior have reversed the situation, and it is now one of the best options due to its non-invasive nature. Inbound marketing is the way with the highest percentage of obtaining leads . Through its different classes, companies get information about their customers, engagement, diffusion, visibility and a high rate of action.
Within this typology we can use the blog , brand videos, the newsletter or exclusive and downloadable content, such as access to private sales, subscription discounts, invitations to events, etc. Thus, you will be able to expand your database (help for your future marketing strategies) and consolidate a community of loyal customers.
Years ago, the marketing and communication departments of companies decided to focus most of their efforts on social networks. The success of these platforms is real. Some of its benefits are: 1. They give brands the option to form their own image, closer and more personal 2. They allow you to always be present in the minds of your consumers 3. They are prone to the dissemination of content 4. They increase visibility 5. They enable two-way communication (direct contact between the company and customers) 6. They create a community.
What's new? We observe two trends:
As we have already mentioned, consumer behavior has changed. Now the acquisition of a product is not enough. People want an experience, a plus. A unique and special product is desired, containing an emotional meaning. Professionals in the sector have realized this and that is why the option to personalize products has been introduced. Many companies have already implemented this, both in the luxury and fast fashion range .
Although it is not yet very widespread, the possibility of being able to design or customize garments gives a brand a lot of value. We manage to connect with the user and make them understand that it is important.
Fashion is cyclical. Every year trends from previous decades are recovered, adapted to the current time. That, together with the emotional condition of human beings, makes nostalgia a decisive factor when it comes to defining oneself by dressing. We want to remember our childhood, or happy moments of our life. Winks to the past are succeeding more than ever. Brands launch products that go back to these times (usually coincides with the generation of designers or larger buyers). Series, movies, music groups, movements… The sentimental sells .
Although this trend has been implemented more and more in the last five years, it is from the last events that occurred in the United States (the worldwide broadcast of 'Black Lives Matter') when it has managed to take off and introduce real change. The consumer wants brands to have social responsibility, to contribute something to the community. Not only when it comes to the environment and human rights. Companies have to embody the inclusive culture and join it. Have as models or ambassadors people belonging to the entire spectrum of groups and minorities. There are many causes to support: feminism, body/beauty positive , racial equality, the lgbt+ group, people with some kind of disability...
Everyone is unique, beautiful and deserves the same possibilities. It's time for brands to act. The shift to full inclusion must come.
What consumers are looking for is connection, and today more than ever emotions are very present in the market. Thus, it is not surprising that companies are betting on greater empathy with their customers and that they strive to put themselves in their shoes and think about what they feel and need. When the audience feels cared for and pampered by a brand, it becomes relevant in their lives.
The pandemic has had a very negative impact on many local businesses, more than on large business empires. As a result, there has been a rediscovery of local commerce and an attachment to small businesses; those that have a face, name and surname, just like the client. In addition to the human aspect, these stores tend to be more respectful of the environment, a fundamental factor in the purchase decision for some generations of consumers.
Since we have just mentioned these generations of consumers who buy using ethical criteria, the importance of the values that a company has is vital. Thus, traceability and transparency are fundamental principles that must be offered to customers, and are in fact a fashionable marketing trend that is going to gain more and more strength.
First of all, consumers have a right to know where products come from and why they cost what they do. And in the same way, an effective dialogue must be established with suppliers, on whom an important weight of the origin of the product falls.
On the other hand, brands must be transparent and honest about how and when they collect personal information. In addition, this data should be used to show ads that add value to customers. Also keep in mind that users should be given control of their data.
The RRSS are a mine of benefits, but it is necessary to closely monitor the results that are being achieved and those that are to be achieved. Therefore, everything they contribute must be measured very well, the level of engagement achieved, the scope, the frequency with which content is intended to be published, the most useful platforms and the ones that are performing the most, etc.
It makes no sense to get on a train if it is not going to take us to a good destination, and something similar happens with the RRSS. You have to know exactly which platform is optimal for the specific company and you have to make constant reports of your journey, even more so if the brand is digital native.
Marketing has been finding ways to adapt to this new way of living that we now have, in which events can be canceled at any time. Not only that, these must be adjusted to the reduced capacity that must currently be respected, so the attendance capacity is less than before. These two main factors lead to profit losses, which are sometimes quite pronounced.
However, the solution to this could be the phygital experiences , an English term made up of physical and digital . This is a new way of conceiving events, preparing the organization of these for any mishap that may arise. And, on the other hand, it allows those who cannot be in person or who are far away, to continue the experience without any problem.
Undoubtedly one of the biggest trends in fashion marketing today. Since the creator of Facebook announced the launch of the meta universe , this is going to be one of the strong strategies on which fashion brands are going to concentrate their efforts. Added to this is virtual reality , which has recently begun to flood the textile industry.
The future is no longer as far away as the science fiction movies of decades ago imagined. Now it has arrived, and the various virtual realities in conjunction with the metaverse are going to bring about large-scale changes, apart from a totally new language of communication. Cutting-edge technology is not only going to change our way of consuming, but also our way of living. You have to know how to read the air du temps and adapt.
Gone are those times when a brand's content was adapted to another language and that's it. In a world that is becoming more connected every day and in which consumers want to feel seduced and cared for, advertising translation proves essential. It is not enough to convey a message; it must be transmitted , and for this we must apply creativity and not translate literally.
In other words, the advertising translator must create that advertising again, using the base it has in the original language. To do this, he will take into account the meaning and tone of the text in language A, but applying the formulas that he knows best fit not only language B itself, but also its culture.
Competing in the digital world is complicated for many companies. Still, never be discouraged. Things take time. If you follow a forceful and well-executed strategy, success will come sooner or later. Important changes are coming. Therefore, more than ever it is time to increase our efforts towards our goals. Good luck!
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