Fashion is constantly changing, like the seasons and people’s tastes. It’s completely controlled by subjectivity and is filled with risks within its industry. The way it’s marketed has completely changed as well in the past few years, especially since the pandemic.
Ecommerce is now a staple for fashion brands, even luxury brands. You can’t just sell diamond jewelry in physical stores these days. You need to have a website or social media to sell diamond earrings, tennis bracelets, and the like.
But even eCommerce is constantly changing and evolving too with the advent of new technologies. The markets constantly shift depending on your target audience’s geography and the country’s economy.
COVID-19 practically forced 5 years of development in 1 year for eCommerce due to necessity. Traditional brand loyalties have been overturned and now brands employ a direct-to-consumer approach. However, that might not be entirely true for luxury brands.
The Current State of Fashion Marketing
It was predicted that COVID-19 would heavily impact commerce negatively, and while that seemed true, we’re now seeing the opposite. Commerce is making rounds worldwide with the help of technology. Almost all industries have opted for digital marketing and set up online stores.
Among these industries are luxury brands that also needed to keep up with the times. And as they adapt, they don’t forego the elements that make a luxury product luxurious. They may be more accessible online, but not exactly purchasable. The products also appeal greatly to the consumer’s values.
Lab-grown diamonds are a wonderful luxury product that appeals to consumer values. That’s because these diamonds are known to be eco-friendly and ethically sourced. Customers can wear diamond earrings, necklaces, and rings without buyer’s remorse. The diamond industry was thought to be in danger during the pandemic but eCommerce helped them bounce back significantly.
Right now, it’s also common for brands to partner with influencers and celebrities because of influencer culture. With social media being a daily part of people’s lives, influencers can help your brand go a long way, especially in the fashion industry.
Being on visual social media, fashion brands stimulates their consumers’ imaginations. They’re able to imagine themselves in the latest trends. It’s no exaggeration to say that fashion marketing is looking healthy and bright.
The Future of Luxury Brands and Apparel in Fashion Marketing
The future of fashion marketing revolves around a personalized world. Ads are tailored to their consumer’s interests and shopping behavior. Online fashion shops are adapting methods like augmented reality that lets consumers test out the product.
Digital marketing is starting to revolve around the shoppers’ interests. For luxury brands, this makes it easier to find their target audience. With the use of digital marketing tactics, the ads of luxury brands may reach people who will readily buy their products.
Build an Uninterrupted Shopping Experience
In commerce, friction is a marketer’s worst enemy because it’s what puts consumers off in their buyer’s journey. The future of marketing involves uninterrupted shopping for consumers. Or rather, it brings about continuity in their journey.
By using personalized data, the system will remember at what stage of the journey the consumer last left off. For example, it can suggest bringing them to the previous page they were on. But the most common example of using personalized data is through the cart. As long as their history is intact, the contents of their cart will remain.
This method helps keep the consumers in the mood to shop, even if they need to put down their phones for a while.
Over Half of a Brand’s Content Will Be User-Generated
With social media, you encounter user-generated content as easily as you would breathe. Customers would post about their satisfied purchases while tagging their friends and family. Hence, it sets the stage for an online audience, making an average consumer a potential micro-influencer.
User-generated content can be a photo, video, or review of your products. If the user posts it in a “public setting”, then anyone can see and share the post. It can be shared across different platforms and channels. It also serves as a kind of legitimacy check for your brand.
And this is becoming a norm in digital marketing so be careful not to aggravate consumers into posting about bad encounters. Otherwise, the whole social media marketing strategy will backfire and lead to a decline in loyalty and sales.
A Sustainable Future For Luxury Fashion Brands
In the 2020s, consumer sentiment has been leaning towards fashion sustainability. This is due to the worsening environmental issues at hand. Sustainability won’t just be a large part of fashion marketing, but a staple in the future.
Of course, consumers want to feel like they’re supporting a cause with their purchase. If the $70 bag they bought was illegally made from the skin of an endangered species, it won’t feel good. It’s an important conversation and fashion brands need to showcase their efforts to be sustainable.
Zara is a brand that actively promotes sustainability and has descriptions that show the material used in its products. And the diamond industry has started turning to lab-grown diamonds to save the environment.
By securing a sustainable production process, you’re promoting your consumers to support your cause. In this case, becoming a consumer who supports sustainability becomes a part of their social status.
The fashion industry has been around for ages and has adapted to the different evolutions of marketing. And with the evolution of digital marketing, the future of the fashion industry is bright. Websites, online ads, and social media are all taking fashion marketing by storm.
Not to mention, with affecting the markets, online marketing developed 5 years’ worth of progress in 1 year. Now, even luxury brands need to invest in digital marketing to keep up with the times. A continuous shopping experience and having users generate content modernize your marketing strategy.
More importantly, creating a sustainable method of production is the future of the fashion industry. And luxury brands also need to abide by those trends to be a part of that future. Environmental issues are becoming worse and people are acknowledging brands who respond to the cause. Therefore, the future of fashion is sustainability and digital marketing.