4 Marketing Ideas From the Fashion Industry Every Business Can Use. Or Nike, for example: The sports giant surprisingly collaborated with luxury brand Louis Vuitton. One of the most surprising collections came from Adidas. They make a new product that fits a new audience. That’s why when a brand uses a celebrity in its advertising it gets more than a new audience -- it gets a loyal audience. Fashion brands have gone even further. This move gets the fashion brands opportunity to get the attention of a very new kind of audience -- young and politically engaged people. Moreover, thanks to livestreaming, the biggest industry event -- fashion week -- is no longer elite and a closed-door event. Although every single guest of the event can make a live video on their own channels, fashion weeks have their own, official channels. That day, a livestreaming of the Men’s Fall-Winter 2017 collection at Paris Fashion Week was announced.
Fashion is one of the most cutthroat industries. Famous fashion brands compete not only with each other but with smaller and younger brands. What’s more, today’s customers, and especially fashion customers, have become more demanding. They don’t want to buy just a product — they want to buy a story, a lifestyle, emotions. They want to be surprised and be a part of something bigger.
In order to succeed, brands have no choice but to suit the customer’s request. They have to be creative. Therefore, they test every single marketing tactic, trying the latest trends. And that is the reason fashion marketing is so awesome.
Let’s look at some marketing tactics the fashion world is using already.
Unexpected collaborations
Collaboration is all about attracting a new audience, and fashion brands have had great success. We’ve already witnessed H&M, known as a mass market brand, make collections in collaboration with Karl Lagerfeld, Kenzo and other high fashion brands. Or Nike, for example: The sports giant surprisingly collaborated with luxury brand Louis Vuitton.
One of the most surprising collections came from Adidas. In partnership with Stella McCartney and the organization Parley for the Oceans, Adidas made a unique swimsuit collection. The crucial thing about it is the fact that the garments are made of refined oceanic litter.
We see that fashion brands successfully combine things that look different: wearable and unwearable, mass-market and elite, sports and fashion. Why are they doing it? They make a new product that fits a new audience. That is an excellent way to extend both a product line and a brand’s audience.
Celebrity endorsements
Again, it’s all about finding the new audience. The whole concept of using celebrity to promote a business is not new. The idea is quite simple: Celebrities’ fans…
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