By Kasaundra HarveyÂ
If you follow us here at CDR, you would know that we are a club who love sustainability, diversity, and, of course, fashion! With fashion being so prevalent in society today, there is a reason behind why fashion is so addictive to so many. The reason for this is fashion marketing. Fashion marketing is the combination of advertising, promoting, and selling clothing and accessories through various marketing strategies many brands partake in. As a marketing major myself who loves fashion, I wanted to dive into this topic to discover the marketing techniques this industry has experienced to get to where fashion is today.Â
Here are a few fashion marketing strategies that have evolved over time:Â
Fashion Magazines
In the early 19th century, the famous fashion magazines were created. Fashion magazines focus on clothing, accessories, beauty, lifestyle, and even gossip on beloved public figures. They were tailored to different audiences, offering many topics that anyone would enjoy, and still do today. Now, fashion marketing has taken fashion magazines a step further with famous brands including Vogue, Elle, Vanity Fair, Cosmopolitan, and more that make magazines still used today. Â
Department Stores
You may not think of your local department stores as fashion marketing, but these are one of the biggest developments in fashion popularity. Department stores began just two decades after magazines, which made it possible for women to gather and shop outside their homes. These stores have since been found in malls where everyone can shop for their favorite brands, styles, and looks. Â
Print Advertisements
Advertisements are everywhere we look which can heavily influence any potential customer looking for a fashion statement. When the fashion industry decided to expand into forms of billboards, posters, flyers, and even more magazines, the industry only grew from here. Collaborations with different celebrities in recent years generated even more buzz which influenced buyers to engage in fashion purchasing more than ever.Â
Fashion Brands
As fashion kept growing in the early years, more and more designers were creating innovative clothing in response to trends and inspirations. Some designers got so big in the fashion industry that they were able to create their own brand of fashion, thus fashion brands were born. Brands created a whole new outlook on fashion because of their certain aesthetics and styles that made clothing and accessories even more appealing to customers. Now, brands have gotten so big as to become a factor in customers’ desire to buy fashion just to say they have a certain brand’s products.Â
Fashion Events
One final marketing strategy that encouraged more people to buy fashion was fashion events. These events bring some of the biggest brands, designers, influencers, celebrities, and potential customers together to celebrate fashion aesthetics and or brands. Fashion shows, awards, weeks in different countries, runways, and themed events are known to not only celebrate fashion but also generate more buzz over different designers’ products.Â
Fashion’s success today is thanks to its marketing efforts over the years. Now, fashion keeps gaining popularity as the years pass, and fashion marketing will only keep growing as the world keeps evolving.Â
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