In modern times, to survive or grow in the fashion industry each brand needs to do proper marketing of their products. It is almost another half-story of the brand's direction of working. This is true for brand-new start-up companies and veteran companies to be ahead of their competitors. The way of marketing clothes has drastically changed in the past few years. Therefore, it becomes vital for brands to constantly adapt and evolve with new brand strategies.

With the boost of the internet from the past few decades, it also becomes vital that brands have an online presence and have a digital marketing department within management.

 

In this sector, the DSPAT team will present different ways of marketing, strategies and branding styles. All are classified as per the following types.

1. Branding and Marketing during the selection or beginning of a brand
2. Marketing for initially started companies
3. Marketing for established veteran brands
4. Online/Digital marketing for brands

Marketing for established veteran brands

• Once an entrepreneur decided or goes through the first and second stages of marketing classification or has already settled that is, most probably developed a brand or has sorted out most of the marketing trial issues because they have finalized version of their audience.
• I.e. -  Zara and H&M are fast fashion brands and have significant customers on day to day basis.

• The goal from now of marketing is to expand more product range in the market or reach a maximum number of people. Simultaneously another objective is to hold established market cover and loyal members. Providing online and offline facilities for customers' interaction about products can also become a thing of branding.

• Need to think about a more than-ideal customer profile that leads to one more step upward by reducing the price of production or bulk production so that more people can involve in a product range or start a new line of the product range. With this multiple ideal customers can generate at different locations of the store at different times.
• This can be enhanced by analysis of previous sales data and records of product performance among serval stores.
• I.e. - The marks and Spencer brand has a collection for men, women and children. In addition, they have homes and food to sell. Also, they have casual, formal and homeware collections for all.

• Based on the above analysis, brands can also promote or make offers to their loyalty member in a more personalized way according to their habit of purchasing. Especially during times of holidays make sure the maximum number of people are got the latest offer update so that they can not diversify to other brands.
• I.e. - Marks and Spencer gave sparks cards which are for loyalty members of a brand that gave a discount and offer to customers. 

• The conventional way of marketing is still working like making broachers, banner ads, billboards, show in public places, joining exhibitions, ads on TV or Radio and sending pieces to a fashion show. Sponsoring events can also generate a direct impact in front of customers.
• I.e. - ASOS brand make banners and placed them on bus stops in London street.

 

• Collaboration with similar brands or influencers allowed an absolutely new way of marketing and new product ranges to launch.
• I.e. - Nike and Dior shoe collaboration in 2020.

 

• To beat the competition and stand out in the market, brands can highlight their ethical approach. They also talk about sustainability and eco-friendly fabric or an organic cotton that they started or will start using for their products.
• I.e. - the Adidas brand has collaborated with parley to make shoes from waste plastic bottles from the ocean.

• If the marketing budget is quite high, then the brand needs to run its own fashion shows, so that it can create a new trend in the fashion world. Similarly, they can use celebrities who love and wear brand products and are ready to promote them for long-term work.
• I.e. - Balenziaga’s fashion show has a unique spring collection present in New York City in 2023

• With more popular brands newsjacking is the golden way of marketing. In this strategy, the brand uses the current or widely known hot topic of public issue like any political or cultural movement or makes their collection to support that movement. Or brands can even stand with particular thoughts among the public. This gives a huge opportunity for the brand to come in Infront of the public eye. (However, it is risky for brand value as well. Support messages from the brand have to be clear and one-sided and need guts to support that movement at full level.)
• I.e. - Reebok and other brands launch the Black Lives Matter collection.

Questions -

1. What are the things that need to keep in mind during fashion brand expansion at the final stage?

2. What are the types of marketing to approach people?

3. Explain various marketing plans with examples.

4. What are the steps to take when we are going to expand a clothing brand?

References

ASOS. (n.d.). Viooh.com. Retrieved 4 February 2023, from https://www.viooh.com/asos
Bosch, A. (2022, November 22). Fashion marketing 2023 ultimate guide [examples & tips].
P2P Marketing. https://peertopeermarketing.co/fashion-marketing/
Facebook. (n.d.). Facebook.com. Retrieved 4 February 2023, from https://www.facebook.com/marksandspencerealingbroadway/posts/are-you-scanning-your-sparks-card-every-time-you-shop-in-ealing-broadway-you-cou/294967288975376/
Friedman, V. (2022, October 3). Mudslinging at Balenciaga. The New York Times. https://www.nytimes.com/2022/10/03/style/balenciaga-valentino-paris-fashion-week.html
Goh, Y.-Y. (2020, June 10). Three major streetwear drops that support the black lives matter movement. GQ. https://www.gq.com/story/blm-streetwear-drops
Ilchi, L. (2020, October 28). 13 of the biggest fashion collaborations of 2020. WWD. https://wwd.com/fashion-news/fashion-scoops/biggest-fashion-collaborations-2020-dior-louis-vuitton-drake-justin-bieber-1234648707/
Reuters. (2021, September 13). H&M lags Zara-owner Inditex in race to regain lost sales. Business of Fashion. https://www.businessoffashion.com/articles/retail/hm-lags-zara-owner-inditex-in-race-to-regain-lost-sales/
Shepetyuk, I. (2023, January 2). The best marketing strategy for fashion brands. Merehead. https://merehead.com/blog/the-best-marketing-strategy-for-fashion-brands/
Smith, S. (2022, April 6). M&S to open larger store at Stane Retail Park in Colchester. TheIndustry.Fashion. https://www.theindustry.fashion/ms-to-open-larger-store-at-stane-retail-park-in-colchester/
SoccerBible. (2020, January 29). Adidas unveil two new innovations to tackle plastic waste. SoccerBible. https://www.soccerbible.com/news/2020/01/adidas-unveil-two-new-innovations-to-tackle-plastic-waste/
Whitney, M. (2022, December 13). 31 fabulous fashion marketing tips. WordStream. https://www.wordstream.com/blog/ws/2019/07/03/fashion-marketing

Writer - DSPAT Team