The living museum of fashion brands' advertisements is the mall. These brands have their stores that are living testaments to their brand story for the world to see. These stores can be anything from discount second quality stores or department stores and brands to fast fashion brands and luxury brands. Often luxury and fast-fashion brands set the fashion trends for others to follow.
The fashion luxury brand segment a total revenue of US$116 billion and here we look at how they position themselves globally to catch the attention.
Gucci set themselves apart by being the popular luxury brand. Gucci now tapped into marketing to the millennials and a segment that is called HENRY – High Earners, Not Rich Yet. Gucci has been consistently taking multiple steps to re-connect and capitalize on the digital arena. Their Instagram captures various pieces right from a runway to their shoots. Notice how they pop out and screams trendy. Their ad copies for magazines are Eclectic, Contemporary, Romantic.
Louis Vuitton is the most valuable brands globally since 2000. Louis Vuitton’s is all about travel and a sense of adventure. They are very particular about the messages being adventure and exploration centric. Their communication always speaks of luxury. They use Instagram to show previews about their new creations and there add the touch of desire, and making them stand apart.
Stepping away from luxury brands, let’s see how the fast fashion advertises and brands itself. We take a look at the global brands – ZARA and H&M.
Zara is one of the leaders in fast fashion, was started in Spain. Their advertising is all about elegance. One of the most striking features of Zara’s communication is clarity and elegance. Zara keeps up with the trends and comes up with new cloths for every collection. A company valued at over $18.4 billion spends close to nothing on advertising. They co-create with the customers and leverages its user-generated content to the fullest. Clubbing with Fear of Missing Out and populating artificial scarcity, they make the buyers feel like they are part of that exclusive club. Their customers post their outfits on social media, and Zara wins loyal customers by word of mouth. (Below Picture shows Tagged pictures on Instagram.)
H&M has taken up sustainability as its core value. This brand competes with Zara and has doubled its sales in recent times. They approach fast fashion differently. H&M involves a lot of celebrities while coming up with its clothing lines every season to ensure that the celebrity endorsing it matches the ideals that that fashion line represents. Moreover, they made their store and clothing inclusive by making their advertisements involving various ethnicities, ages, religious affiliations, body types, gender. This has backfired them a couple of times.
Before we leave, we want to show the kind of advertising that the brand - Fashion Nova used to grow to fame using Instagram. This shop started as a boutique and have ear-marked names for itself online.
Based out of Los Angeles, Fashion Nova engages the most with followers, more than Zara or H&M. In 2018 they were the most searched brand in Google, outranking Louis Vuitton and Gucci. Followed and used by celebrities like Kylie Jenner, Cardi B or Blac Chyna has been boosting their reach. While the brand promotes affordable fashion, they are very receptive to their customers – they share all their customer’s selfie wearing their cloths, responds to their customers and tags them. They changed the marketing game by posting aggressively on Instagram, making them frequently show up and make them memorable.
In the digital world, this brand shows the tell-tale ways of leveraging the digital. However, only time will tell if this fad would fade or the brands would tide over.