The digital era has forced fashion and beauty brands to rethink how they approach marketing. Reaching new customers is more difficult than ever, with the skyrocketing costs of digital advertising and the rise of personalization tools that have changed consumers’ expectations. They want to support brands that speak to their language, and brands, in turn, are getting creative about attempts to connect: They’re engaging in dynamic ways, often using storytelling as a hook, and they’re scrapping any plans to stick to seasonal campaigns promoted through a handful of channels. A robust marketing strategy including a mix of pop-ups, traditional mailers, podcast and subway ads, wild postings and regular rollouts of Instagram imagery is often needed to compete. Today, product is important, but resonating with customers is paramount. And, of course, authenticity is key.
At Glossy Forum: Modern Marketing, marketers from the fashion, beauty and luxury industries will discuss how they’re using collaborations, influencers and even physical retail to stand out in the crowded retail landscape.Register Now
Before eliminating traditional marketing tactics from the menu, it’s important for a brand to consider what it means to meet consumers where they are. Many have found success reaching their target customer using traditional tactics: men’s fashion brands running radio ads during playoffs, for example, or luxury brands advertising in airline magazines.
Studies show that consumers are more likely to shop a brand or retailer if it offers a personalized experience. So fashion and beauty companies are increasing their focus on one-on-one marketing that engages customers based on their interests, preferences, habits and even size.
Dedicating a significant share of the budget to digital advertising isn’t the only way to acquire fashion and beauty customers, but it is effective. This session will how to tackle digital marketing strategically, and the pitfalls of relying heavily on Google and Facebook ads.
The pressure is on for brands to get to know their consumers, but on the flip side, shoppers want more information on the brands they’re supporting. Showcasing the brand’s heritage and sharing the founder’s story are a couple of ways companies have built relationships with customers and solidified brand loyalty.
Selling the lifestyle of the brand versus the latest collection is trending among fashion and beauty companies: They’re opening pop-up shops centered on experiences and void of shoppable inventory, forming connections with shoppers (and earning Instagram buzz) one city at a time.
Getting creative with marketing versus throwing all money in digital is proving effective for fashion and beauty brands: Emerging direct-to-consumer brands have built strong brand awareness with subway ads, fashion companies have had success driving to stores with wild postings, and wellness brands have found they connect with podcast audiences. It’s all about a good mix.
Consistency is key when selling a brand story, but getting all internal parties on the same page isn’t easy. This session will spell out how to break down company silos and create a collaborative culture, which is essential to speaking the same language across touchpoints with customers.
Gone are the days of brands buying into the influencers with the biggest follower count and calling it a day. The most effective influencer partnerships are often with long-term ambassadors and micro-influencers who see comparatively massive engagement.
The best collaborations are between brands that are experts in different product categories and have unique audiences, so that each brand can reach a new group of potential customers. Recent success stories include collabs between beauty and wellness brands, fashion and home companies, and luxury and streetwear designers. An insider will explain why the partnerships resonated.
Digitally native brands are hitting a wall and seeking out new ways to build their revenue and customer base, and a growing, go-to solution has been physical retail. One fashion brand founder will explain why restricting retail channels is dangerous in today’s retail environment and why every digital brand will eventually change its ways.
In the digital age, luxury brands can’t afford to seclude themselves in the name of exclusivity — doing so means missing out on increasing online sales and the strong consumer relationships brands are building on social media. Now that Instagram and e-commerce are table stakes for any brand, luxury brands are learning to play in the spaces.
Nowadays, everyone has a beauty brand. Getting the attention of consumers inundated with beauty options takes multi-channel marketing approach and the right messaging. Maintaining approachability in tone and diversity across ads are among current ways brands are winning over consumers.
The Glossy Forum was super insightful and a great opportunity to hear case studies from fellow industry leaders.
It was great to hear how many companies and brands are facing the same issues as we are, and what they are doing to overcome them.
This is the bleeding edge of digital living brands speaking to the evolving issues that every creative savvy marketer should have top of mind.
Are you a brand executive interested in speaking? Contact firstname.lastname@example.org for more information.
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Are you a marketer working in the beauty or fashion/luxury space?
If so, you could be eligible for a complimentary VIP pass. Contact Daniel Morris for details.