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
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