Marketing strategies for fashion industry

Marketing strategies for fashion industry

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Today, the fashion industry has almost unlimited resources at its disposal.  Information and photographs that appear on the Internet instantaneously reach millions of women the world over.  Immediately, they know which fashions are in and which 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 and social networks. In many instances, bloggers are also tweeting about the topics 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 look book. If you need help locating bloggers and websites or determining what to send, contact a public relations professional for assistance.

•  Fashion Showcase

Consider hosting a small gathering of 30 to 50 people to debut your line or 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 look book as inspiration and tie elements of it into your event.

•  Events

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. Runway events showcase fashion apparel that is worn by models. Spectators view the models to see how the clothing fits and evaluate the overall look. Other events involve hosting or sponsoring charity events and causes that help build brand awareness.

•  Print Publication

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

Fashion marketers create and distribute press releases. Fashion marketers use press releases to announce the brand's activities. Releases may introduce a new fashion line or brand, or introduce the brand's founders. 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. Marketers distribute press releases to newspapers and other media outlets, and may use a public relations firm to help reach larger audiences.

•  Digital Media

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. Other Web technology involves social media applications that accomplish outreach and promotional goals. Fashion marketers can keep target markets up-to-date with live status messages, and use profile queries to find new potential customers and distribute e-promos to relevant audiences.

•  Product Placement

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. Sometimes, television commercials follow-up on television shows that feature product placement items to increase awareness or credibility.

Another specific strategy used by the fashion industry is online advertising.   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” (Industry Report).   This article also reports that according to Nielsen Net Ratings, more American women use the Internet than men at a rate of 51% – 49%.  It goes on to say; “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 customer since magazines” .  By targeting the 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.  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.  As in many other countries, Japanese women seek to wear the latest trends.  “As a market segment, young Japanese women continue to seek new ways to appear trendy and fashionable. In either theme, clothing that is well designed to make women look more beautiful, has potential”

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