Fashion Law Journal
“If your business is not on the internet, then your business will be out of business” – Bill Gates
Above quote effectively justifies the current scenario and just how the futuristic advertisement and marketing will take place for businesses to sustain on the global scale.
Online presence is the important key for fashion industry in upcoming times to advertise and it will forever remain so. With the world paradigm shifting to the new age i.e. Metaverse, fashion industry has already equipped itself with the Virtual reality (VR) and Augmented reality (AR) which is known for its enriched experience that brings together a virtual world and the real one with enhanced, 3-d visuals. Wondering how is it helpful for fashion brands, the perfect example is app NYKAA which is famous Indian cosmetic online retail app known for its special try on feature where you can just get to know how the colour of lipstick, foundation, etc will look on your skin and face type. Another example is Indian brand Lenskart and Aqualens. Recently, snapchat has added filters of makeup brand Mamaearth in a way that the lipstick shades of Mamaearth can be seen as a filter on our lips and below link is given for buying it. How amusing it is to see that brands and social media app are collaborating in such innovative ways to attract consumers. A global example of digital fashion is the fashion house Fabricant, which is leading the fashion industry towards a new sector of digital-only clothing.
Having said that, practically every element of our life and the way businesses engage with their clients have changed over the past two years. Despite the fact that the pandemic had a varied impact on every industry and business, we now see companies grasping the chances that are opening up during the recovery phase. Businesses all around the world are progressively experimenting with novel approaches and methods to stay more adaptable and purpose-driven. Fashion is one of the industries that was negatively impacted by the covid outbreak, but firms kept working hard to keep up with consumers who were looking for secure and trustworthy digital buying options. This was all a result of the shift that was more clearly seen owing to the epidemic as consumers flocked online to shop.
Fashion brands moving towards digital world
Fashion has always been evolving with times and as we are in the age of aquarius, which is all the more about innovation and embracing the uniqueness. Fashion industries are heavily investing in the digital market to be with the trend and relative with the more active youth population which are gen-z and millennials as they are the major focus in terms of consumer sections because of them being labeled as trendsetters and tech savy type. In present times, comsumers want to resonate with brands which are acknowledging their personal sentiments and values as well as offer seamless shopping experience besides fast delivery and return policies. Thus the fashion market is using the technology and new innovations to be more relevant with its consumers and taking advantage of online retailing which is going to remain same for the coming years. Every fashion brands is creating more relevant online content as consumers are now conscious of their online presence as well due to social media. With this fashion advertising companies and fashion advertising department are using methods such SEO strategies, social media marketing strategies, email marketing, macro influencers, content creators, celebrity endorsements, and many more. The most important in current times and will remain popular in future which is influencer marketing. Brands are heavily relying on content creators and macro influencers as they regularly post videos and engage on daily basis with the public it’s a perfect source to endorse products with them in paid partnerships through which their fan base can receive honest reviews and get trend updates in a ways to increase sales as influencers being opinion leaders in the social media environment. Another growing aspect for fashion advertising is the vegan, eco friendly and sustainable movement as consumers are becoming more conscious of effects on environment of fast fashion which is resulting in more and more luxury brands also becoming eco friendly example being the famous fast fashion stores like Zara and H&M.
Body and gender inclusivity is another common issue which is becoming more important among the current generation and more awareness campaign are raising the issues and accusing brands of misleading the youth and their mental health by showing skinny people as models for advertising purposes in a way raising superficial standards. Due to which fashion brands have come with more gender neutral and body positivity collections for all.
Also, recently Balenciaga was accused for making the child models hold soft toys with bdsm tags which was condemned by the public and this goes on to show just how much sensitive consumers are becoming and raising voice against unjust practices by luxury fashion brands which has only become possible due to increased online presence and digital media and this is the very point that takes us to the future of advertisement clearly stating that digital marketing holds the key to increase sales and to capture the hearts of consumers brands are starting to become more vocal through fashion campaigns about unjust human practices partaking in the world which clearly makes the image of fashion brand more stronger. To sustain with ongoing and upcoming trends fashion brands will have to create more consumer attention towards their online presence as the more attractive it is online and more consumers are going to be hooked onto the brands. For fashion brands to be successful in todays times and from the futuristic perspective it will need to have its own web page and social media account with good digital and affilitate marketing strategies and strong hold on its social media presence as this is a way to be known in the world and be relevant with consumers as well as with the advancing technologies.
Author: Zil Shah
