The world of fashion is extremely fast-paced and ever changing; alongside this, new and innovative ways of marketing these fashionable products are becoming available all the time.
Our attention has moved away from traditional advertising domains of TV and print and towards our electronic devices – as we spend more time on our mobiles, tablets and laptops.
Smartphones, which enable us access to the internet and brands apps 24/7, have increased at such a rate that a quarter of the world are expected to be using them in 2016 – representing over a quarter of the global population.
The most successful marketing campaigns will utilise all platforms, not underestimating the power of any individual area and understanding the importance of using them collectively to support every other area.
Here are seven ways you will be able to market your fashion brand in 2016:
- TV and print adverts
Whilst TV and print adverts have been a way of market fashion brands for many years, the way they are used is ever evolving. Recently this change has been to incorporate the social area of the campaign and if yours doesn’t do this, 2016 is the year to make sure it does. It should have a relevant hashtag to start a conversation on Twitter or include tweets they have already been received. Plus, it should always include your Twitter and Facebook handles, to boost followers.
- Facebook and Twitter
Facebook and Twitter will remain an important area of your fashion brand’s marketing campaign in 2016 as they continue to offer you new and exciting ways to connect directly with customers and potential customers. A particularly exciting development for fashion brands is ‘Halo’ a multi camera device that captures 360-degree videos and post them directly to Twitter.
- Snapchat and Periscope
The newest social media platforms that are really set to take off as part of fashion brand marketing campaigns in 2016 are Snapchat and Periscope. These are perfect to show behind the scenes and fashion shows as they happen – allowing the consumer a peak into the side of the brand they otherwise may not have been able to see.
Instagram has grown in popularity in 2015 and is only going to continue to do so in 2016. It is more personal than Facebook or Twitter and gives fans an insight into what goes on behind the scenes. With 3 million followers, ASOS are a good example of a successful account. Their success is primarily down to them using the channel to build relationships with fans, rather than constantly marketing their products.
- Text Messaging
An SMS campaign, which was once a direct message to your consumer, has grown to become a two-way conversation with them. Check out this website to see how you can connect, communicate and engage with your customers via text messages in 2016.
- Push Notifications
Push notifications have been a part of marketing campaigns for several years now, but this coming year is set to see them evolve even further. They will become more location-based, which will enable fashion brands to target people in the right place at the right time.
For example, if the time is mid-December your consumer is likely to be looking for the perfect dress for their work Christmas party – they are out shopping and walk past Topshop. As they do they receive a notification informing them that Topshop have gorgeous sparkly dresses perfect for Christmas, and they are currently 25% off. The chances are they will at least go in store to have a look as they are passing anyway…
E-mail marketing is changing all the time and that will be no different for 2016 – what won’t change is the important part it plays in the overall campaign. It is the opportunity for your brand to go into much more detail than they have been able to on any other platform.