Unlocking Success: Insights into Modern Fashion Brand Marketing! | Case Study
A market that’s expected to grow by 9.03% annually for the next few years, the fashion industry is more competitive than ever.
The fashion industry has been around for hundreds of years, but things have gradually started to change in the last two decades or so. Running a fashion business isn’t just about brand names anymore. It’s about connecting with your customers, telling a story, and even adding an emotional twist to everything.
A market that’s expected to grow by 9.03% annually for the next few years, the fashion industry is more competitive than ever.
Key points:
Consumer behavior has been changing when it comes to buying fashion and will continue to adapt to new trends.
Brand loyalty now relies on storytelling, sensory cues, authenticity, and the “feel-good factor,” among other elements.
U.S. social media ad spending has increased rapidly and is expected to reach $85.3 billion by 2027, making it a viable choice for promoting fashion brands.
Case Study: The Steady Climb To The Top For Jacquemus
Jacquemus is both a brand and a personal name that started to climb steadily, yet slowly, to the top. Yet, when Jacquemus, the creator of the brand, took a more personal approach to marketing, his brand was able to shoot the top of fashion brands, and today, he continues to focus on himself as the “image” of the brand.
We can learn a lot by taking a look at the successes of other brands, and then implementing what we see into our own fashion brands.
In Jacquemus’ case, there are several lessons that we can learn by taking a look at his journey.
As the chief executive of the brand puts it: “It’s a guy from the South, who lost his mother, who used to love fashion, coming with ideas and dreams.”
First, let’s consider what helped his brand become a hit among fashion enthusiasts.
The average brand then focuses on the label. You visit a luxury fashion store and look for clothes that puts a badge on clothes. That’s how it used to be for a very long time, but smaller brands are taking center stage, especially due to the more personal element that they bring to the market.
What makes Jacquemus’ brand such a big hit isn’t the label that he puts on the clothes and accessories he sells. Instead, it’s all about the way he approaches the marketing element.
His unique way of approaching Instagram was one of the main points that helped him secure a top spot for his fashion brand. While Jacquemus used Instagram as a powerful marketing tool for his brand, he also used the same account as a way of documenting his own personal life. This is what fans and customers are after in the modern day - an emotional attachment to a brand.
Some of the magical moments throughout his own life shared on the Jacquemus Instagram account included the time he decided to adopt a dog, which he named Toutou. He also documented his engagement to Marco Maestri on his Instagram account, along with several moments and memories he makes on a daily basis.
There are several things that we can learn by taking a closer look at the approach Jacquemus took when it came to promoting his fashion brand:
We need to focus on mixing online and offline factors when promoting fashion brands. Jacquemus used his personal offline life to promote his brand on online platforms.
Exclusiveness still remains a great way to gain more followers and fans in the world of fashion. In Jacquemus’ case, he regularly chooses exclusive locations to host events, where he would showcase some of his latest work.
When marketing a fashion brand, whether it’s in-person or online, we need to tell a story. Adding an emotional hook is what helped this brand climb to the top.
As the CEO of Jacquemus puts things: “Jacquemus understood from the beginning the role of Instagram and how to interact with the community in a really poetic way. It’s sharing a lifestyle and creating desire around that.”
Case Study: Coach Staying Rooted In The Modern Era
Another excellent case study that we can focus on while looking at modern ways to promote a fashion brand comes from Coach.
This brand started out in 1941 and was founded in New York (Manhattan). At the beginning, the family-run business primarily focused on items that were handcrafted with leather. This included things like leather baseball gloves and wallets.
As the brand evolved, it started to focus on men’s accessories, and by the 1960s, Coach was a major hit with its new line of women’s handbags. In the year 2000, Coach went global, as the handcrafted items from this small business captured the attention of international customers.
However, things gradually started to change, and by 2013, a new creative director joined Coach, who also became the person to change the way Coach was marketing itself to ensure it adapted to more modern practices that fashion brands had to adopt.
What made these new marketing campaigns such a big hit was the fact that the brand stayed rooted in its foundation. It focused on capturing the essence of New York, mixing the old and new together to create fashion pieces for everyone.
The company surpassed revenue of $6.7 billion in the year 2022, and, just a year earlier, launched Coach TV, focusing on showcasing short clips that are interesting, fun to watch, and entertaining, all while focusing on the local vibe in New York City.
Adapting Fashion Brand Marketing Through Case Studies
These case studies offer a solid overview of how fashion brands went from small businesses to international successes.
The idea behind these case studies is to teach other fashion brands important lessons, as taking a look at how these brands succeeded can provide you with important insights into how you can grow your own fashion business in the modern day.
References
https://www.oberlo.com/statistics/social-media-ad-spend#
https://www.jacquemus.com/en_fr/stores
About the Author
Meet Anna Livermore, the CEO of V.Mora. With a focus on scaling businesses and optimizing supply chains, Anna is a seasoned expert in the fashion industry. Her strategic prowess and hands-on approach have propelled numerous clients to success. Join us as we delve into Anna's insights, uncovering the keys to thriving in fashion. Get ready to elevate your brand with Anna's guidance and expertise. Welcome to the world of fashion innovation with Anna Livermore at the helm.