September marks the beginning of a brand new year in the world of fashion. However, if you're not circling in the fashion orbit, you are probably more than happy that September is over. Like it or not, as a brand we can learn a lot from fashion month...
When analysed closely, trends in fashion month can offer insight into relevant messaging that connects directly with your consumer, no matter what the industry.
Here are the top three marketing trends taken from SS20 that you can’t ignore when creating your next campaign.
Design moments must be shareable, aspirational and downloadable; otherwise they may as well not have happened. JLo’s walk in the modern Versace redesign during Milan Fashion Week this September caught worldwide attention.
Just in case you need the backstory of the iconic green dress, the look was revolutionary because it led to Google introducing one of its most popular features: Google Images. After JLo originally appeared in the piece in 2000, it was the most popular search query Google had ever seen, however Google had no surefire way of giving users exactly what they wanted: an image of JLo wearing that dress. Google Image Search was born.
Lopez’s Jungle dress reveal ended the show and got Google’s brand in front of a high-fashion and luxury audience. The strategy behind the reinvention of the dress emphasises Google’s ability to hear its consumers, act accordingly and go beyond expectations when it comes to delivering real-time experiences whilst remaining current and on trend with some of the biggest players in the fashion industry.
The delivery of your brand’s message should evolve and grow with your consumers. Elements of nostalgia are good for marketing but you also need to connect with your audience in new stages of their life; offering them additional tools, intelligence and insight that will improve, entertain and ignite their experience of your brand in every chapter of their life.
The consumer that experienced the Lopez moment 20 years ago, is no longer the same consumer. With time, comes a change of expectation, understanding and needs and also helped to entice an interest from a new generation.
A great example of this outside of the fashion world would be Tesco’s 100th anniversary campaign, bringing back iconic characters from across the decades, appearing on TV, billboards, bus stops and in newspapers across Britain. As they reduce prices back to what they were in the 80’s, Tesco are capturing the attention of different generations with different experiences of the brand, creating a new conversation and forming “feel good” memories.
Elevating The Experience
From New York to Paris, one common thread that ran throughout all of Septembers fashion shows, was the success of experimental runway design.
In the Big Apple, Uniqlo hosted events on the third floor of its 5th Ave building, transforming the space into pages from the publication. Upon entering the space, guests encountered a life-sized magazine cover surrounded by a variety of mannequins organised on colourful, geometric platforms and dressed in Uniqlo’s collections. A branded bar and lounge area completed the setup. Less exclusive than other fashion events, yet the accessibility was well planned offering brand awareness and promotion of new printed magazine, Lifewear.
In Paris, Issey Miyake guests were wowed by experimental fashion at it’s finest. Three transparent hoop-stretched, horizontally colour-striped dresses (plus hats!) were lowered from their hiding place in the eaves above onto the arms-uplifted wearers.
Twirling , jumping, flowing and being: this show was the epitome of experimental branding as guests felt the life of the product without it ever touching their skin.
And of course, there were an array of runways built in lavish hotels, courtyards and historical landmarks, all offering a memorable runway design experience
It’s not just VIP’s who are expecting an experience. Uniqlo proved that designs need to be immersive for all. Customers are expecting hyper-personalised moments, they are valuing transparency more than ever and are willing to take time to learn more about a brand if they believe in the value of the company. Creating designs that offer well executed consumer experiences should remain at the forefront when it comes to branding.
Award The Disrupters
As a leader in an industry, you need to be aware of the trailblazers who are delivering what consumers are looking for. Acknowledge those who are lifting up your industry by delivering and exceeding the expectations of consumers.
This was proven in Milan by the fashion industry, as the Green Carpet Fashion Awards (GCFA) were held for the third time. The event acknowledged members of the fashion community who are committed to embracing real changes in the system’s production chain—reducing waste, finding alternatives to plastic, protecting small sustainable businesses, and innovating and researching cleaner, less planet-harmful technologies.
It’s important to recognise that as a brand you are not always able to meet the expectations of your consumers, however by acknowledging those around you via social media and collaborative marketing, this can help your audience understand and appreciate your brand’s values.
Fashion brands are now using the runway to do more than create awareness or spotlight a trend. They’re using it to directly drive revenue, become more cost-efficient and personalise the customer experience. Which is to say, other industries can use relevant runway trends as inspiration for content and push their own brand recognition. Consumers are looking for an experience with a difference, so it's more important than ever to create a memorable moment.
Get in touch and find out how we can help you implement these trends into your marketing strategy…