NEW YORK — “There’s no magic bullet in a fashion campaign,” observed Drew Neisser, president and chief executive officer of Renegade Marketing. “It’s about a mix.”
That observation sums up the path fashion labels are beginning to pursue in greater numbers: a diversified marketing approach that complements an already heavy emphasis on magazine advertising. The precise direction a given brand takes, however, ought to be guided by a raft of considerations, from the traits of the target consumers and budget of the fashion marketer to the nature of the brand itself.
Neisser, among others, believes it all starts with what he termed a target insight, which, in the case of fashion, often stems from the way experiencing a brand makes someone feel about herself. For example, he said, a brand perceived by people as one they wear when they’re ready to party might best be marketed with a mix of exclusive parties for social influencers who would spread the brand’s message via word-of-mouth; brand exposure in editorial portrayals of the party scene, and public relations efforts that highlight celebrities out partying while sporting the brand.
Such an integrated platform could be further supported by print ads containing sound chips with party music or confetti that releases when an ad spread is opened.
“Once we have the insight, building the communication plan is quite simple — find the places most relevant given the insight,” offered Neisser, whose clients include Nike, Panasonic and HSBC.
Ironically, communicating a single theme succinctly plays a key role in conveying a brand’s image in a complex marketing effort integrated across multidimensional platforms. Marketing experts noted these efforts stand in contrast to ones confined to traditional mass media and overly reliant on fashion magazines, which provide an audience of enthusiasts but alone are inadequate in addressing a broader base of today’s consumers. Such strategies have been gaining favor as people’s media consumption becomes increasingly fragmented, ad clutter keeps climbing and emerging technologies like digital video recorders and satellite radio enable people to skip advertising altogether.
In fact, Daniel Lalonde, president and chief executive officer of LVMH Moët Hennessy Louis Vuitton Watch and Jewelry North America, for one, contends, “The most important question facing marketers today is how to break through the clutter of advertising and fragmentation of media.”
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