For today’s fashion marketing, original visual content is vital. The marketing communications strategy is how to make it effective. We’re still seeing some fashion brands using old-style fashion model poses in their visualizations of their new styles or products. But, we appreciate and recommend fashion brands that are creating better visual stories, which provide customers with answers and suggestions. These brands tell a visual story of what they can do for the customer, not just what items they make that only create awareness by projecting their brand image.
Fashion marketing needs better communications that connect with the customer’s branding of self. Marketers could now look at their products for visual content and the story that generates its facility for self-styling. And in this multi-media, social media world, visualization in all its forms is pre-eminent.
A significant brand mark for fashion marketers is to see visual content that covers all aspects of customer/consumer experience. For example, a fashion firm might even introduce their customers to a fly-on-the-wall look at their design team at work. There is no doubt that fashion may be a most visual product that offers ever-flowing fountains of ideas for visual content – and desire, especially with the use of social media and web sites.
Fashion brand positioning can be more inspiring by showing the customer real life style and life-stage happenings instead of static, mannequin-posed model photos with their logo.
Those brand managers who have a sense of the visual in communications may be the new Rembrands of fashion marketing!
What’s your story?
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.