11:32AM April 30 2014

Taking a fashionable bite out of the high street

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.

Pete Edwards
Strategy Director

If you’d like to see more, have a look at our Fat Face case study.

3:23PM October 2 2012

The future of fashion has arrived

The catwalk shows are hitting the headlines this season but it’s the technology around the fashion shows that is creating a stir in both the fashion and communication industries. Designers and brands are set to outdo each other by bringing their clothes and shows to life using virtual technology.

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3:17PM November 14 2011

Fashion retailers put their best foot forward when it comes to smartphone shopping

According to fashion blogger Rina Hansen, recent Forrester research has found that fashion consumers are amongst the top users of smartphones and now have an expectation to be able to interact with their favourite brands on the go (we’re searching for the original Forrester report to share and will update this post as soon as we find it). According to the report 15% of fashion ecommerce will happen via a mobile phone in 2013, and so retailers keen to capitalise on this boom need to consider its ability to offer a seamless, engaging mobile site. Topshop’s recent news that they have seen a higher proportion of sales via mobile phone than the industry average for retailers echoes this statement. The high street retailer has seen its mobile sales grow by three to four times this year, with eight per cent of all of its online sales coming through mobile channels.

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11:46AM April 12 2011

Keeping ahead of the trend

As a beauty blogger and avid Twitter user myself, I am bombarded with hundreds of press releases, Facebook updates and tweets every single day about the ‘hottest’ fashion items or the newest ‘must-have’ mascara. When creating ideas for clients the main challenge we face is how do you make sure your campaign stands out and offers something different and innovative for your target audience. Why should somebody buy your latest products, when there are so many others.

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