Warc, 15 August 2013
NEW YORK: As fashion marketers explore innovative promotional methods to ensure stand out, they have been advised by leading analysts to take care they do not lose sight of their brands' DNA.
"Remaining true to the core of your brand, while remaining relevant is the challenge with which all brands are faced," Rebecca Robins, director for Europe, the Middle East, Africa and Latin America at Interbrand, told Luxury Daily.
"Brands need to demonstrate both understanding of and loyalty to their customers and advocates, while engaging with new audiences and indeed generations to come," she said.
Fashion marketers are increasingly utilising digital and social routes to expand on the straightforward sharing of images via print and to draw consumers into a more interactive and engaging experience via Facebook posts, hashtags and contests.
Some have gone further down this road – Hugo Boss, for example, has experimented with shoppable video, while Oscar de la Renta released its fall campaign on Instagram.
"These outlets allow brands the opportunity to focus on genuine digital story-telling that immerses their target market in content generating, playful experiences as well as encouraging co-creation and conversations for the brand," observed Dalia Strum, a professor at the Fashion Institute of Technology.
"This strategy is becoming the next level in brand communications," she added.
Marketers clearly need to establish what platforms their target audience is using before developing relevant promotions and using the various platforms in different ways to keep consumers interested.
Robins noted the need for brands to engage with consumers across all offline and online channels.
"Those brands that will thrive and succeed are those that underpin this at a strategic level across their business and that do so seamlessly across every touch point," she stated.
"Leading brands today assert their leadership not only by excelling in what they do, but equally in excelling in their unique way of doing it," she concluded.
Data sourced from Luxury Daily; additional content by Warc staff