The fashion industry has been going through rapid change thanks to a genuinely unexpected year in 2020. Fast forward to now, and it is still constantly changing. If you want to stay ahead of the game with marketing your fashion brand, you need to be on top of all the growing trends.
To discover some of the trends that we expect to make a significant impact throughout 2021, keep reading.
Interactive Fashion Marketing
While digital marketing was essential prior to 2020, the coronavirus pandemic solidified the need for brands to have a strong digital marketing presence. The relationships between brands and consumers have been utterly transformed. We can’t imagine it going back to the way it was.
Throughout 2021 and into the future, it is expected that digital marketing will become significantly more interaction-based; with 88% of marketers stating that interactive marketing is what sets them apart from their competition, it should be part of every brand’s strategy. Brand challenges, social media quizzes and augmented reality have become much more commonplace. With rapidly developing technology, we expect interactive marketing will become even more exciting and immersive for customers.
Artificial Intelligence
Thanks to spending the majority of 2020 in lockdown, consumer demand for an exciting online experience is only growing; one of the biggest trends in fashion marketing for 2021 is expected to be the growing influence of artificial intelligence. From essential communications with customers to product recommendations and personalised experiences, artificial intelligence will transform the online experience as we know it.
The use of AI capabilities by brands has been shown to increase return on investment and facilitate up-selling and cross-selling. So, if you are looking to grow your brand, AI should most definitely become a part of your marketing strategy going forward.
Personalised Fashion Marketing
Personalisation is also a growing element of fashion marketing that we expect to become vital in fashion marketing throughout 2021. Today, the demand for personalisation has only been increased by the closure of physical retail stores. As customers would often go in store for a personalised experience, they want a similar experience online. Therefore, brands are now bringing these personalised experiences online. Whether choosing to recommend products to their existing customers or offering unique offers to different customer segments, brands are now recognising the importance of a personalised experience to their customers.
Plus, with personalised email marketing shown to increase open rates and click-through rates more than regular emails. If you’ve not started to personalise your marketing efforts, you could be missing out.
Value-Based Fashion Marketing
The values and ethics of a brand or organisation are of high importance to many of today’s consumers. As the coronavirus pandemic has only accelerated this consumer sentiment, it’s more important than ever. Whether it’s through your social media channels, your email marketing or the affiliates you work with, you need to make sure that consumers understand your brand’s ethical standpoint.
Forbes claims that almost 70% of consumers would be willing to spend more on a product if they believed it was sustainable. Therefore, it’s only going to become more important to communicate with your customers the ethical standpoint your brand holds.
With so much change in fashion marketing, it can feel overwhelming to keep on top of everything. However, making sure that your brand is adapting to the changing trends and behaviours will allow you to edge over your competitors. To find out more about the trends transforming the marketing industry, head over to our blog.
If you’re ready to up your fashion marketing game, affiliate marketing is a low-risk, high-reward approach. From brand awareness and sales to customer retention and referrals, the world of affiliates has a lot to offer. Get in touch with us today to find out how we can take your fashion brand to the next level.