Marketing in High Fashion Industry

A glimpse at the high fashion ad campaigns of global consumer brands will show that if there’s one thing most brands evoke, it’s an air of sensuality. Both men and women seem to like this approach. Sensuality is embodied in most ad campaigns. Oftentimes, the product in focus is a high-end perfume, or a watch, or jewelry, or designer apparel. Famous celebrities like Victoria Beckham, Katie Holmes, Amanda Seyfried, and Kirsten Dunst have agreed to be touted as the face behind high-fashion brands for products like undergarments, cosmetics, eyewear, jewelry, the list goes on. The ads featuring these super gorgeous Hollywood celebrities flaunt their beautiful faces, knockout figures and flawless skin while promoting major fashion brands. They radiate a sense of mystery and awe, reaching out to millions of target consumers all over the world who want to be like the popular stars. The ad campaigns featuring high-profile celebrities create a huge stir, more so when the famous endorsers remark that they’re thrilled to be associated with a brand they believe in.

Print ads (especially glossy fashion magazines), billboards, tv ads, interactive in-store ads, and event banners can all highlight a brand’s distinct appeal and key message.  In most cases, high-end brands that make their way to red carpet events like movie premieres and cocktail parties get much publicity, too, just by being worn by megawatt Hollywood stars. Companies’ creative directors or marketing heads ensure that the coveted pieces modeled by celebrities are also featured in press releases published in major publications after the event. Purveyors of style ensure that the public, especially their target markets, obtain a solid understanding of the message and intentions that the brand conveys.

Fashion advertising and marketing campaigns of most high-end brands (like in the case of well-known Jeanswear lines or sports watches that  push a thrill-loving persona to the max) include major splashes in lifestyle magazines and billboards. Glossy magazines are still among the best medium to advertise great jewelry finds, even as online sites now also get frequent visitors for their dazzling product showcases.  Interactive website campaigns featuring items like beautiful rings and top-of-the-line necklace and earrings collections have also been created by many big companies and are well trafficked web sites.

Engagement and bridal experts, high-end jewelry stores, quality sports apparel lines, and designer eyewear and cosmetics collections all attract their targeted clientele through global ad campaigns. That means investing a hefty amount for traditional print and tv (or movie theater) ads, and non-traditional media during special events. High fashion ads are usually placed in premier or top-tier lifestyle magazines. On top of this, high-end apparel, accessories, and jewelry makers also maintain visually superior shopping experiences with simple but elegant points-of-purchase displays while others effectively blend electronic  interaction with customers (online forum, video blogs with fashion tips, etc.) with catalog mailings. Indeed, devising unique ways and multichannel strategies to connect with modern-day audiences are the way to go. Whether it’s through tried-and-tested ways like tv and magazine ads, flash banners, in-store promotions, tv show exposures, or non-traditional media displays like interactive billboards, marketers need to do one thing. They need to ensure that consumers who are bombarded by advertising messages day in and day out don’t tune out.

A good fashion research and marketing plan that has factored in fashion insights and the use of both traditional and non-traditional media can help a fashion business take off. Contact the CBK Group now by clicking here.