11:32AM April 30 2014
Arguably a brand’s perception in fashion retail is more important than any other industry sector.
You may have the best designed, highest quality or best value products in the world, but unless there is true meaning behind your brand in the consumer’s mind, these product benefits are rarely enough to build or sustain a successful retail fashion brand on their own.
This ‘brand meaning’ takes numerous guises; for Fat Face it is making the link to an active lifestyle; with Primark it’s the promise of being up with the latest looks without breaking the bank; with Reiss it’s about creativity meeting design, etc.
So what does this mean in the modern communication landscape?
It is well documented that media has fragmented across many channels and this has been reflected in retail, where consumer behaviour has also diversified. ‘Snackable Shopping’ is the term used to describe how consumers in the retail sector are interacting with brands across many platforms and at lots of different moments throughout the day.
What’s the relevance to fashion retail?
One of our key challenges as marketers is to ensure that our communication strategies are in step with modern consumer behaviour. A consumer’s view of our brand comes from every interaction they have with it and it is evident that in retail those interactions can happen at multiple times in multiple channels.
Whilst paid media can play a role in projecting your brand persona, a broader content marketing approach that looks at all consumer touchpoints is needed. In his ‘snackable shopping’ article, Omaid Hiwaizi outlines that ‘content and information needs to be delivered in bite-sized chunks – easy to understand and to act upon’.
This is something we have been extolling for a while through an ‘Always On’ approach to marketing which is based on the theory that we build relationships with brands in the same way that we build relationships with people: ‘through many, lightweight interactions over time’. Take a look at our view on it here.
With brand perception being so important in fashion retail, communication strategies must be carefully crafted to reflect this consumer behaviour and create real meaning for your brand. By drip feeding them content at relevant times on the right channels you can ensure that you are always at the forefront of the consumer’s mind and an integral part of their world.
If you’d like to see more, have a look at our Fat Face case study.