Fashion, at its core, is not only about clothes. It is a way of showing the world who you are through them. And that is precisely the place where fashion marketing comes into the picture. At first, I thought that fashion marketing was just the promotion of beautiful clothes. Pretty soon, though, I came to know that it is much more than that. It is a combination of one’s strategic thinking, psychological insight, and creative skills.
What is Marketing in Fashion?
Well, What exactly does marketing in fashion mean? The term refers to the methods through which brands establish connections with potential customers. Suppose that you come across a dress hanging on a rack at a local store, and all of a sudden, you want to it have it. That’s not a coincidence—it’s smart planning. Everything we see from social media campaigns to runway shows is done to make us experience a particular feeling.
Take the example of Instagram influencers. Their posts are not random at all. The posts are made with a brand’s program. Hence the reason why fashion stays not only in our feeds but also in our brains.
What Do I Need to Become a Fashion Marketer?
In case you are thinking, “Could I do that?” the answer would be yes, indeed. To be part of the fashion marketing team, the person needs to possess a blend of art and commerce skills. I have encountered people that started as stylists and later on converted to marketing positions. Meanwhile, there people who were strictly business and still easily transitioned into fashion marketing.
Major skills one needs to have:
Strong Communication
Passion for Trend
Social Media Know-how
A Basic Understanding of Branding
It is about the process of turning things around rather than the location of your starting point. The industry moves swiftly, and your pace should also be like that.
What Is Zara’s Marketing Strategy?
Zara stands out! Known for its unique marketing, the brand does not bank on ads quite a lot. Instead, the company implements a fast fashion procedure. What is that? They are extremely attentive to trends. So, in just a few weeks, they bring even the most recent fashion to the stores.
To witness the power of Zara in the past I just remember a celebrity wearing a blazer, the month after Zara was selling their version of it. They also go for the best store locations and stock are kept low, thus creating a need. You see it, grab it, or it is gone. Isn’t that wisdom?
Is Zara a Luxury Brand?
This question is one of the most common. To tell you the truth, No. Zara is not a luxury brand. It is a luxury-worthy affordable fashion. Enter a Zara store and you will immediately feel its neatly arranged and trendy ambiance. They are inspired by luxury brands, and they set prices almost everyone can afford.
Consequently, this is the reason why people tend to describe Zara as a “premium fast fashion” brand. You become the most stylish without your bank account crying.
What Are the 4 P’s of Fashion Marketing?
Now, if we were to look at this from a more academic side but still in simple words, the 4 P’s are the key to fashion marketing:
1. Product – The things are mentioned like clothes, accessories, or shoes which are on your sale.
2. Price – The amount of money that a customer has to pay for the product is the price. It may be either affordable, or luxury, but it is always a setting of the brand tone.
3. Place – The location from where people can buy the product. Is it online, in boutiques, or in high-street stores?
4. Promotion – How you let people know about your product is called promotion. This can be through ads, influencers, fashion shows, or even TikTok videos.
When brands effectively accomplish this balance, they do not just survive but thrive in the market. But if they omit even one, it is likely that they will not be successful in their venture.
What is Strategic Fashion Marketing?
Here is where it becomes thrilling. Strategic fashion marketing is the marathon. The concept is not only to sell products but to also plan for the future.
A good example of this is the case of Gucci, a luxury brand, they not only sell the most beautiful handbags, but Gucci is selling the heritage, the culture, and the status. Their policy is like this keeping the brand always relevant over the years. In contrast, H&M is a brand that relies on the concept of speed and accessibility. Both are strategies, but their target audiences are different.
One on my hand would be thrilled to see how brands integrate eco-friendliness in their strategy. Making money is not the only goal. It is also about creating loyalty with customers like us.
Final Thoughts
Fashion marketing has traditionally been a major deal besides just being a business—it still is the fashion of narrating. Through marketing, we are seduced to fall in love with an outfit, a pair of shoes, or even a brand’s ideology. In either case, it was trend Zara that was quicker in adapting to the changes or luxury houses that were pre-planning, the entire fashion
business keeps changing.
In case that working in this area is your dream job, you are supposed to start off small. There are several ways just like immersing yourself in trends, scrutinizing brands and honing your storytelling abilities to name a few. It might be that your ad campaign will be the one to a future day changing a person’s memory so that he cannot forget a jacket that he online saw.