Fashion Marketing Strategies, Research and Frameworks

Fashion marketing strategies, research and frameworks

Connecting with the consumer;

• Brands are out of touch with consumer needs and generational perspectives
• Slow adoption of sustainable issues
• Old school attitudes towards luxury for high end brands, struggling to connect with new generations

How do consumers consume and connect with brands?

• Advertising strategies
• Understanding demographic
• Understanding emerging demographics
• Keeping and increasing footfall
• Understanding changing and emerging trends in consumption e.g. diversity, ethics, social responsibility

Visual Communication;

• The forums that demographics now link with
• What draws a consumer in and why?
• What are the connectors?
• Connection to visual information (e.g. short films/teaser campaigns)

Abstract Advertising;

• Celebrity
• Guerrilla - pop-up’s, graffiti (making people brand aware)
• Youtube campaigns
• Subliminal campaigns

How branding and marketing drive the fashion industry;

• Connects to the consumer
• Drives and captures specific demographics
• Marketing incentives drive consumers e.g. buy on get one free, etc
• Pushes consumption by selling product through a specific window of time
• Brand attachment locked the consumer in via aspiration 
• This is changing now with generational shifts- consumers no longer consumer because a brand tells them who to be

Meeting the consumer needs;

• Who are they
• How to reach them
• Where do they live
• Their age
• What they are prepared to pay
• Their likes and dislikes
• Their expectations
• If the product is desirable
• Brands need to research and gather data on their consumers to understand them

SWOT Analysis;

Strengths, Weakness, Opportunity, Threats

PESTLE Analysis;

Political, Economic, Social, Technological, Legal, Ethical (external environment)

Micro- Analysis of marketing strategies;

Demographics, Economics, Social & cultural, Political, Technological 

4P’s in relation to marketing strategy; 

Product, Price, Place, Promotion

Brand mapping;

Assessment of consumer perceptions of brand positioning using diagrams

What can struggling brands change or improve to re-establish themselves?

Connecting to the consumer; do they need to consider their; 

• Advertising strategies
• Reputation
• How they appear to the consumer
• Brand currency; brands developing a better understanding of generational/cultural shifts, how society is changing