All kinds of media are crucial for the development of strong fashion marketing. Looking back on some history, the first dedicated fashion magazines took place in the 18th century appearing in France and England. Within the 19th century, fashion magazines such as the British Lady’s Realm, the French La Mode Illustrée, and the American Godey’s Lady’s Book, hit their spotlight and bloomed. The featuring of advertisements, articles, and hand-colored illustrations (fashion plates) in fashion magazines in addition to other developments such as department stores, sewing machines, and ready-to-wear garments produced in standard sizes all played an important role in the promotion of democratization of fashion in this modern era. The development of inexpensive and effective methods of reproducing photographs in print media through the early 20th century led to the rise of fashion photography and eventually of highly illustrated fashion magazines including Vogue. All in all, magazine advertising quickly turned into a principal marketing tool for the fashion industry.
Why is Fashion Marketing Important?
The role of fashion marketing in the fashion industry is allowing the designer to bring his/her vision and creation to life. This marketing field takes over the creations from designers and brings these creations to wholesale buyers & consumers. Fashion marketing facilitates the connection between buyers and brands, and, if done correctly, the message behind the designers intentions, the story attached to the garments, and the ideals of the company will be captured and understood. This is crucial for the designer to succeed and develop a trend and image for themselves and the brand. It is vital that this marketing helps form loyal buyers as well as improve the image of the company.
Skills Needed
Key skills to have and enhance when wanting to take part in fashion marketing is having the ability to promote products, raise awareness of products, and grab the attention of customers. Plan campaigns that are goal-oriented and will help boost revenue while driving sales, as well as being able to research consumer trends and provide products that best match those wants and needs, are some other skills to possess and put attention on. When talking about fashion marketing, being up to date with the latest consumer trends is a key must. Finding these trends that best fit the needs of the target markets, taking data-driven decisions for future trends, and applying these strategically to designs and ideas for upcoming marketing efforts.
Additionally, some qualitative skills that you should expect are basic in nature, such as an interest in fashion and a creative mindset, as well as understanding the difference between fabric styles and types. Also, having emotional intelligence in order to help distinguish consumer relationships, that leads to elevated brand campaigns.
How to Successfully Market a Fashion Brand
Having an in-depth understanding of the 4 marketing P’s (product, price, place, promotion) in fashion and a great product to sell is crucial for the foundation and core of the business.
Product: Is a good or service that meets the target market’s (consumer’s) needs and wants.
Price: The price placed of a product can help to determine the consumer’s value of the specific product & if it fits their personality. When a designer develops his/her product, they should think about their target market consumers, their personality, and their lifestyle. What this will do is facilitate the setting of the tone for how the product will be sold and for what price.
Place: This refers to the selling of the product at the right time and place. In other words, where your product should be sold will have a great influence on which consumers will buy it and how much they will actually value it.
Promotion: This part is key, as it is where marketing comes in. A successful promotion of the product at hand will help develop the brand and generate profit. This can be done through a variety of ways, including social media marketing, referral marketing, content marketing, etc.
Social media has grown so much over the last years that it has now developed a very important role in informing potential consumers and spreading awareness of a brand and its products. Social media has the ability to be used as a selling platform that also creates the experience of buying products from one’s business. Brand ambassadors and influencers can also spread awareness and promote the brand and product. Knowing and being aware of what social media platform best suits your brand and fashion line is very important to reaching the company’s target market and goals.
Careers in Fashion Marketing
-
Fashion Marketing Manager/Director
-
Fashion Coordinator
-
Market Research Analyst
-
Publicist