Digital media has invaded practically every sector in society, and hence, digital marketing is a trend that has entwined itself deeply in every industry that exists – And the fashion industry is no exception to this ongoing phenomenon.
However, the fashion industry is unique in that fashion trends often change even faster than advancements in the digital media. It is true that we have jumped from wireless phones with limited storage to smartphones that can practically double as a compact laptop computer (and more) within less than a decade, but fashion, be it in any form, changes even faster.
But it isn’t the speed of change that is capturing everyone’s interest right now; rather, it’s the sheer complexity with which the fashion industry has entwined itself with digital media and technology in current times. From fashion trends regarding wearable technology to e-commerce sites booming the whole package of vintage, contemporary, and ethnic fashion trends indiscriminately, it is frankly an exciting time in the fashion industry.
And if you’re a digital marketer involved in fashion in one way or the other, these are the current fashion industry marketing trends that you should consider when building your digital marketing strategy:
“Self-Expression” is a key concept in the digital marketing strategy of fashion:
Fashion trends are extremely versatile nowadays. But, unlike the olden days, there are not just one or two kinds of trends dominating the fashion market anymore. Rather, there are many styles competing with equal fervor in the fashion market during any season – whether that includes ethnic wear, vintage styles, western ensembles, or combo designs from various trends and times. Hence, the driving force behind fashion sales right now is the self-expression element that potential customers can gain from a fashion store. And that’s what the marketing trends focus on as well: It lets online users see the sheer variety of designs a store sells and the potential the business has to satisfy all kinds of style choices. Current video ads regarding fashion stores are especially and prominently establishing this trend too.
Consumer-centric is the way to go:
As far as fashion marketing goes in this digital era, contacting and communicating with potential and existing customers is actually much more informal and a “human” process than it once was. Sure, business etiquette and polite communication still stand, but customers are much more inclined to be attracted by a fashion brand or store that appears more like a human in their online interactions.
Consequently, this means that consumer relations – especially in terms of the online social media presence of a fashion brand or business – is of paramount importance when it comes to a sound marketing strategy for fashion.
Social media and Influencers rule the marketing roost of the fashion industry:
Social media is the current trendsetter when it comes to fashion. And it is the influencers on social media who really get any fashion trends going now. Because, as the average Indian user spends more time on social media websites than on any other online platform, it is the trends they see there (especially when endorsed by the Influencers they follow) that dictates their own patterns of fashion-related shopping.
E-commerce is where digital marketing for the fashion industry truly thrives:
E-commerce in India is still in the booming stage – and the fashion industry is no exception. Outfits and fashion accessories of various styles and combos – both branded as well as hand-made – can all be bought online now. Hence, the current digital marketing trends in the fashion industry more or less revolve around the e-commerce sector of the World Wide Web. For, not only is online shopping a more convenient form of shopping, but it also has the potential to make the styles and fashion items available at a global level (if the store chooses to ship to an audience that wide).
Celebrity endorsement can take a fashion brand or store a long way:
Movie celebrities have always caught the interest of the Indian audience – and that includes the Indian fashion consumer. Hence, it makes sense that celebrity endorsements for fashion stores and brands are highly successful and popular as a digital marketing trend.
Content is the fashion industry’s new best friend for digital marketing:
Online content – whether that includes social media posts, blog posts, online articles, e-zines, or online press releases – are the fashion industry’s latest and most upcoming partner as a digital marketing medium. Because fashion consumers don’t just want you to tell them a fashion brand or store is great; they also expect to gain other kinds of value from it in order to be impressed. In fact, fashion brands and stores that have carefully crafted online updates and blog posts regarding their business and fashion styles (i.e., tips, interviews, exclusives, etc.) have seen a massive upturn in consumer engagement like none other. Digital marketing strategies for the fashion industry just can’t be without content right now.
The mobile platform is the fastest growing platform for digital marketing for fashion:
The compact and mobile smartphone has further enhanced the avenues one can access, admire, learn about, and shop for fashion-related items. And just as most online shopping avenues (i.e., e-commerce) has seen the boom of mobile users, the numbers relating to fashion purchases via mobile phones are growing (rapidly) too. So, any brand or store should consider a mobile app equivalent for their store to make the most of the potential market out there.
Multiple digital platforms are being overseen to adequately market the fashion industry online:
Mobile shopping or m-commerce for fashion is thriving. But that doesn’t mean that digital marketing plans are not put in place for the Internet via laptops or other kinds of devices. Websites, social media, and even brick-and-mortar fashion stores are still made available and accessible to customers. For, the idea is easy accessibility. So the digital marketing trend for the fashion industry is not to focus on one device or avenue, but to encompass any kind of device or avenue a customer might think of using.