Fashion

How Fashion Marketing Has Changed In The Past 50 Years

By on December 9, 2016

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.

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Lifestyle | Trends

Women In Business: No Longer A Novelty

By on October 31, 2016

The presence of women in positions of great power has long been considered an exception, rather than the rule. It was headline news when a female ascended to a point of influence and responsibility, and sadly, it was often followed with rumors of inappropriate behavior as their means of promotion, not competence and skill.

Fortunately, things have changed. There are still spurious accusations when a woman attains a position of power, especially if she’s not the expected appointee. But as seen in many areas, there’s no longer any reason to consider it out of the ordinary when a woman reaches the top.

The Corporate Ranks

The board room is more populated with women than it has ever been, and again, it’s becoming so commonplace that it’s hardly discussed when a new female face arrives. Certainly there’s a great deal of conversation when someone like Susan Itzkowitz creates a successful product line, but the narrative now is more about the impact of these exciting developments rather than the person behind them. She’s now seen as Susan Itzkowitz of March Fisher LTD, and no longer just a regular employee.

Part of what’s getting these women into the corporate world is their own resourcefulness in a very different environment. At one time, a woman with a good eye for fashion would have been able to do little more than out-dress her friends. But with the advent of online education, social media, and a more female-friendly workplace, it’s easier than ever for women to turn hobbies into careers.

Political Heft

Imagine the buzz in 1984 when Geraldine Ferraro was tapped to run as vice president alongside Walter Mondale on the Democratic ticket. Sure, they were squaring off against a powerful populist incumbent in Ronald Reagan–and were subsequently given little hope of victory–but just to see a woman running with one of the two major parties was absolutely enormous.

There still hasn’t been a woman chosen as the nominee (although Hillary Clinton is a serious contender for 2016), but women dot the landscapes of Congress and the Supreme Court, as well as throughout several presidential cabinets and in leadership roles in both houses. Will a woman hit the top job soon? There’s no way to be sure, but at this point it’s academic. Women are plentiful and powerful in politics, and there are very few breakthroughs left to make.

Power In Entertainment

We’re talking about more than just Cookie on the TV show “Empire” here. Women are driving music, film, theater, and television to new heights without any perception of needing a male to oversee things. Musicians like Taylor Swift and Katy Perry are hugely successful with musical messages about strong women. Tina Fey and Amy Poehler launched from the “Saturday Night Live” anchor desk to worldwide prominence as actors and performers, and the pair are go-to Oscar hosts. Ellen DeGeneres has a daytime TV juggernaut, JK Rowling spins gold out of paper, and even a mostly-retired Oprah Winfrey is still building fortunes for others with her endorsements.

To make a list would carry you through so many names that the point would be perfectly made. There is no longer any surprise in seeing successful, independent female entertainers.

And that’s the overarching idea. The days are gone of recognizing women as the first woman to accomplish this or that. It’s now about the accomplishment, not about the gender of the person making it. A few unconquered territories remain, of course, but it’s undeniable that women are on the verge of workplace equality in power and influence.

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