The fashion industry is extremely fast paced – blink and what is “in fashion” will have changed.
Fashion goes full circle and we often see styles we thought were long gone (those worn by our parents or even those we wore in our younger years) come back into fashion – this year has been no different as we stepped back in time and filled our wardrobes with clothes, shoes, accessories from the 70s and 90s.
However, whilst fashion is constantly looking back to the past and revisiting old styles, fashion marketing only looks forward. Over the last 50 years fashion marketing has had an incredible makeover.
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. That number is only expected to continue growing, as it reaches more than 2.56 billion or a third of the world’s population by 2018.
Marketing must, of course, be directed at potential customers, so as they move where they are, marketing must move with them. This rise in technology has changed marketing in all areas, including fashion, and with it comes innovative ways of advertising products. Smartphones, for example, enable direct communication with the customer through either e-mail or text messages. Brands could send sms with GlobalMessaging for a personalised campaign, which will arrive directly to the phone, in the same way a message would be received from a friend or relative.
In recent years, alongside the rise of the smartphone is the arrival and continuing growth of social media (which is available on said phones) and allows fashion brands to have real-time conversations with their customers and potential customers. The challenge for them is to utilize this correctly and create campaigns that work across social media, display advertising and e-commerce.
ASOS are a great example of a fashion retailer using this new platform and using it well. They have recently announced a significant increase in sales and revenue, a large part of which they attributed to the growth of their social engagement.
They unveiled revenues of £1.5bn in August, up 18% from the same time the previous year. Plus retail sales of £1.2bn, which was 17% ahead.
The primary reason for these fantastic figures appears to be their mobile platform. In the last year the brand has been running mobile only promotions, and optimising its checkout for mobile. It definitely worked as 60% of their traffic came from mobile devices over the year, whilst 44% of transactions were placed on mobile platforms. This only goes to show how imperative mobile is to the success of a marketing campaign in 2015.
50 years ago, we didn’t have the technology we have today, advertising appeared in print and TV alone. It could reach a large audience, but Marketers weren’t able to have direct contact with consumers in the way they are able to today. With new technology being made available to us all the time, we can only imagine how different fashion marketing will look in a further 50 years.