The fashion industry continues to change. Many of these changes are related to the need for brands to adapt to and integrate digital technology. Some fashion brands like Burberry and Topshop have lead the way in successfully advancing the use of technology. They’ve presented collections online and made shopping online easier. One of Calvin Klein’s recent controversial campaigns drew inspiration from dating apps. Others like Celine, have fallen behind. At the heart of the digital challenge is the need for fashion brands to offer an authentic fashion experience within the limitations of a constantly changing digital media landscape.
Success in business means meeting this challenge. In a time when customers increasingly expect seamless offline and online brand experiences, fashion brands must adapt. This means keeping an eye on brand authenticity and moving beyond novel experimental approaches. J.W. Anderson may be capable of livestreaming a show on Grindr, but doing so needs to make sense for his brand. Strategies should be grounded in planning and have clear objectives. At stake is customer loyalty, one of the most important goals a brand can achieve. Anderson understood the esthetics of his fashion appealed to the men using Grindr. He was making a bold move to meet his customers where they spend time.
Understanding Customer Expectations
The industry understands that fashion consumers are highly mobile, highly digital. They want an effortless multi-channel experience. Fashion advocates are looking to engage, to be involved, to include fashion brands as part of their self-concepts. They want to participate in brand love and to indulge. Used correctly, social media proves to be a valuable platform of invitation.
Social Media: Brand Awareness to Engagement
Until the past decade or so, fashion had traditional media such as magazines and television at its disposal. Traditional media largely impacts brand awareness. Customers know Brand X exists because of advertising, published editorials and public relations write-ups. On the other hand, social media has evolved to help achieve brand engagement. Customers are given a chance to interact, to receive advice and information, and to present customer service issues.