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Learning about how Zara defined their product, price, place and promotion.

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Marketing Mix and Marketing Strategy of Zara

In a very short span of time, Zara has become a well-known name in the world of fast fashion. The reasons are affordability and style. While Zara is known for latest styles, it is also known for affordable fashion. Most people love designer clothes but hesitate to buy them because of their hefty price tags. Zara has bridged this gap for the mid level consumers. It brings the same designs at lower prices quick to the market. The result is higher sales and a larger market share. However, the brand is not known to market itself the way the other brands do. Again, it has cleverly used a strategy that differentiates it from other brands and helps find higher visibility, popularity and brand loyalty. Based on lower prices and sufficiently good quality, Zara has been able to win loyalty quick. It does not invest as aggressively in marketing itself and yet the brand does its marketing in ways that might not be easily evident.

It has used its positioning and pricing scheme in a manner that differentiates it from the others. The focus is on building brand loyalty through affordability. However, if the focus was only on affordability, Zara would not have been as popular as it is. The reason its popularity kept climbing is because of its focus on style. Zara brings the latest designs and its fashion cycles are also shorter. It means fashion does not last here forever. A style that can be found this week will not be there two or three weeks later. This gives rise to a sense of urgency among the buyers and thus leads to higher sales. Moreover, the designs and style are just so good that customers would not like to let them go. The quality of the fabric is also good enough to last a few months when the customer will be back again looking for fresh fashion.

Positioning:

Zara has targeted the young customers mainly. Its target audience is the millennial generation. They are price sensitive young people. They want their fashion affordable but trendy. Zara has sharply targeted this segment using the latest styles and low prices. However, that does not mean that Zara has compromised on quality. Its fabrics are still of sufficiently good quality but generally meant to be used for just a season. Zara targets mainly the women who comprise that largest part of its target segment. Apart from them, men also comprise a smaller segment of its target market and the smallest segment is that of the kids. Women are more than half of its target market while men and kids make for 40% of its target market (Harbott, 2011). Zara has positioned itself as an affordable fashion brand for the young people. Its most unique feature is that fashion seasons come and go here faster than the rest of the fashion world. It also provides a larger assortment of designs and styles compared to the average retailers.

Zara Marketing Mix: 4P's

Product:

Zara is fast fashion brand - a maker of apparel that has earned a lot of growth and reputation in a short period. It identifies the latest trends in fashion and brings them quick to its stores at reasonable prices. However, the products can be different from market to market which is because Zara does its research before releasing any product in the specific markets world over. It sells products that suit the local culture and people's taste. It is best known for its latest styles and trending designs.

Place:

Zara has spread to several nations with its more than 7000 stores (Fortune, 2016). Its 7000th store opened in Hawaii in 2015. Apart from its stores, it also sells online. However, online sales have not been expanded to all markets and are limited to specific ones. In India, people cannot shop from its website but still can check the latest designs and trends on its official website. Now, Zara is looking to grow its online sales further.

Price:

The pricing strategy of Zara is focused at the average shopper that wants the latest in fashion at affordable prices. Zara is a fast fashion brand selling affordable clothing. Its apparel is priced to cater to the price sensitive consumers who want latest fashion but not at high prices. The affordable pricing strategy has helped it address the needs of a very large consumer segment. Latest fashion at affordable price is highly popular among the millenials. This type of pricing strategy has also helped at two other points. It has helped create a unique brand image and grow market share faster.

Promotion:

The marketing expenses of Zara are much lower than the average fashion retailers. It does not market itself as aggressively as others. However, that does not mean Zara has not focused at marketing at all. It still markets its brand and products. A lot of marketing takes place through word of mouth. Because of the large choice of styles and affordable prices, the brand loyalty is high. Zara has kept its consumers happy. A lot of marketing takes place through its thousands of stores worldwide. The customers visiting the stores which are mainly located at prime locations can select from thousands of styles. The pricing and distribution strategy of Zara are actually an important part of its promotion strategy. They have helped it achieve the image of an affordable and stylish brand. This has helped build popularity. However, when it comes to promotion, the brand has used the other channels like social media skilfully and effectively. So, people who believe that Zara does not market itself or promote its brand may actually be wrong (Kalb, 2016).

Source: 1. http://www.huffingtonpost.com/ira-kalb/if-you-think-zara-does-no_b_12187058.html 2. http://fortune.com/2016/03/09/zara-stores-online-sales-forecast/ 3. http://www.harbott.com/2011/03/03/analysing-zaras-business-model/

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Marketing Mix and Marketing Strategy of Zara fashion

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In a very short span of time, Zara has become a well-known name in the world of fast fashion. The reasons are affordability and style. While Zara is known for latest styles, it is also known for affordable fashion. Most people love designer clothes but hesitate to buy them because of their hefty price tags.

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Case Study - The Marketing Mix in the Fashion Industry

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Case Study - The Marketing Mix in the Fashion Industry

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The key ingredients of product, price, promotion and place are all necessary for the appropriate marketing of the product. Ben Sherman chooses the right combination of each element to satisfy different customers' needs.

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Page 1: Introduction

Ben Sherman is a globally recognised lifestyle brand. It has grown from its business beginnings in quality shirts in Brighton in 1963 and is now sold in 35 countries around the world. It has expanded into the USA, Europe, and Australasia.

In 2004, Ben Sherman was acquired by the American-based company, Oxford Industries. This group is an international apparel design, sourcing and marketing company that features a diverse portfolio of owned and licensed lifestyle brands.

Ben Sherman's name has always been closely linked with the British music scene and with fashion. Its customers are young and at the forefront of style.

Throughout the years high profile customers include musicians, models, actors and bands, such as Blur, Oasis and the Kaiser Chiefs. The growth of the brand can be traced through changes in musical taste and this is a key part of Ben Sherman's marketing strategy.

As a young person reading this, you are a central market segment of Ben Sherman's target market. A market segment is a group of people with similar needs or characteristics, such as age, gender or lifestyle. For example, you like music, you like fashion and you are willing to spend money on top brands that deliver the quality and image that you want.

As the company founder Ben Sherman said in 1963: ' Looking good isn"t important, it's everything.'

Ben Sherman has developed a balanced marketing mix. This is often referred to as the 4 P"s - product, price, promotion and place. By getting the mix right, the company ensures that its products reach the market segments it is aiming the brand at. This approach helps the business remain competitive and extends its market share and influence.

The marketing mix is like a cake recipe. Most cakes need the basic ingredients of eggs, flour, sugar and milk. However, a child"s birthday cake will require a different recipe to a wedding cake. The key is to combine the ingredients to get the right cake for the right occasion. The marketing mix works in exactly the same way.

The key ingredients of product, price, promotion and place are all necessary for the appropriate marketing of the product. Ben Sherman chooses the right combination of each element to satisfy different customers' needs.

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Introduction - Using the marketing mix in the fashion industry - Ben Sherman | Ben Sherman case studies and information | Business Case Studies

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Ben Sherman is a globally recognised lifestyle brand. It has grown from its business beginnings in quality shirts in Brighton in 1963 and is now sold in 35 countries around the world. It has expanded into the USA, Europe, and Australasia. In 2004, Ben Sherman was acquired by the American-based company, Oxford Industries.

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Case Study - Marketing Customer Created Content in Fashion

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Case Study - Marketing Customer Created Content in Fashion

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Digital marketing case study - Dune London boosts revenue with customer-created content on product pages - Digital Training Academy

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Dune London boosts revenue with customer-created content on product pages - Digital marketing case study from the Digital Training Academy - Dune London introduced user generated content (UGC) on its product detail pages to inspire customers during the shopping journey, and reported an 82% increase in sales where UGC played a part in the transaction over a two week period after the feature went live.

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Article - How to Successfully Market your Fashion Brand

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Article - How to Successfully Market your Fashion Brand

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The fashion market is a crowded and competitive place. So many companies and brands are contending for championship that it seems almost impossible to impress your customers with something new. Yet, they always find new ways to engage and inspire them.

The trick is to keep the pace with your customer desires and technology that evolves continuously. This is what modern fashion marketing campaigns are all about.

Successful marketing techniques are defined by several major industry trends, including fashion technology and digital marketing. New brands and approaches appear every day which makes it so easy to get lost in between choices when you're about to launch a new product on the fashion market.

So to make sure that you won't get stressed out over this uncertainty, here are six creative fashion marketing campaign ideas for the next season or product you are launching. Some of these tips will only require some time, while others will work with a small budget or some help from a developer.

Fashion marketing campaign ideas for a brilliant online presence

1. Focus on your signature staple piece

There are several basic staple pieces in the wardrobe of any man or woman, so when launching your new fashion collection or product, make sure that you focus on the unique, trademark features of your staple piece that people can relate to.

Need an example? In the 1920's Coco Chanel and Jean Patou created the infamous little black dress that would be affordable, neutral yet elegant and suitable for every occasion. And among other Coco Chanel's creations, this signature piece has survived the most challenging times and is still considered to be a must-have for all women.

When preparing your fashion marketing campaign, put your signature piece front and center. In fact, you can even dedicate the whole campaign to a single piece, putting emphasis on how it will suit every person in your target audience.

Get your customers excited with a fresh angle, fun copy, beautiful images or proof that this truly is the piece they need to own. No matter what your signature staple piece is, it must have the potential to either become an essential or a fashion classic.

2. Collaborate with bloggers
image source: mediakix.com
Some of the best spaces to promote your products are personal blogs, vloggers on YouTube and influencers on Instagram. Running your marketing campaign on these platforms will make your campaign more visual and interactive. Influencer marketing is gaining traction and fashion brands are already taking it seriously.

Adriana Gastelum, also known as @Fakeleather, is a fashion blogger with over 103 thousand followers on Instagram. She is just one of the many bloggers who collaborate with Daniel Wellington, a well-known watchmaker brand. Thanks to this kind of collaboration with bloggers, this brand is considered to rule platforms like YouTube and Instagram (#danielwellington over 1.4 million hashtags).

They understand the value of influential bloggers and how they can influence thousands of people without spending huge amounts of money on advertising campaigns. Bloggers who actively share their genuine thoughts and unique experiences with their large follower base can be considered as influencers.

Take note, hiring an influencer who has nothing to do with your industry (especially to advertise your product) isn't a thing anymore. The new generation of genuine influencers has overtaken the fashion marketing throne. So keep up with this new trend and reach out to bloggers or local social media influencers as part of your fashion marketing campaign.

3. Make improvements to your website
image credit: monsoon.com
Let's face it, you have to invest in a great website to promote your product successfully, especially if you are aiming to boost sales. All your current and future marketing campaigns can also be displayed here. The thing is, your website should be so interactive and personalized that your customers would willingly give up their time to browse through your interesting content and products.

But how can you promote your product on your website? One sure way is to create an interactive fashion lookbook. Many fashion brands, like Monsoon and Matalan, have created interactive digital lookbooks that have become signature features of their new collections. Create your own and make it a central piece of your website's homepage.

Online fashion retailer, ASOS has been making waves in e-commerce by making significant improvements in the usability and navigation to their site, including a 'buy the look' and 'you will also love' sections, and now, a visual search tool for their mobile app.

With the increased usage of augmented reality apps, another idea for your fashion campaign would be to create an online fitting room. This way, customers can create outfits according to their own taste, using items from your new collections. It's also a great way to sell whole outfits, not single items.

4. Launch your fashion campaign on Facebook
image source - Lacoste's Facebook Page
Facebook has become a powerful platform for fashion designers. It is the largest social media community, uniting over two billion people worldwide (source: Facebook Newsroom).

With such a big pool of users, Facebook presents one of the best opportunities to introduce your new product to the world. But it's all about using it right, you will need to create a content strategy for Facebook and make sure that your posts are perfectly branded.

Lacoste, one of the most famous brands worldwide, decided to use Facebook's capabilities years ago. In 2011, the brand worked with a digital agency Netrada to increase sales and traffic to their online stores in France, United Kingdom and Germany.

Over the course of two months, they ran a series of Marketplace Ads with approximately 100 variants and each directed people to one of the three target markets. The main criteria that shaped the target filtering were Location, Gender, Age, Likes and Interests. This Facebook marketing campaign led to a 500 percent increase in conversion rates, making it a huge success. Lacoste has remained very active on their Facebook Page, posting photos and videos almost every day.

It helps if you already have a Facebook Page with an engaged audience. If not, a new season can be used to launch your fashion brand on this network as well. Don't be afraid to spend money on targeted ads. After all, successful advertising is all about personalization.

You can also introduce a new hashtag that best describes your brand or product launch and use it on your Facebook posts as well as other social media channels like Twitter or Pinterest. This way new customers will know what to search for to find you.

5. Become active on YouTube
image source: Chanel's YouTube channel
Today, it's not uncommon for brands to create their channels on YouTube. It has a large community of creators who create personal and work-related content to share their experiences with the rest of the world.

It can be hard to gain success on YouTube for fashion brands, though. The high fashion house, Chanel created their YouTube channel over 12 years ago, but they are only now closing in on one million subscribers. Compared to famous vloggers and influencers, this number can seem small, but it's much more impressive when we compare it to other fashion houses, like Lanvin (12K) or Louis Vuitton (167K).

YouTube is all about being genuine, so you must show this side to really succeed. To make your fashion marketing campaign personal, invite bloggers and influencers to try your products, sit in the first row of your fashion shows or, better yet, advocate your new product.

Creating quality videos and sharing them with the YouTube community will have an immediate effect and will be a great promotion for your brand.

6. Utilize Instagram
image source: Zara's Instagram profile
Instagram has become one of the platforms people are obsessing over. Every day 500 million users are scrolling through their Instagram timelines in search for inspiration (source: TechCrunch).

Zara, a well-known fashion brand, has dedicated their Instagram page to showcase pieces from new collections by posting inspiring photos and videos for their audience. They now have over 22 million followers, which makes them one of the most followed fashion brands on Instagram.

However, Instagram isn't just a social media channel where you post random photos anymore. You can make use of location-based tagging, Boomerangs (GIF-like images), video posts, live video and the recently added, Instagram Stories.

When using Instagram for business, be as creative as you can be. It's a flourishing network which makes it easy to share visual content, collaborate with others and it can serve as the best promotion for your product if you come up with a unique idea and angle for your profile.

Wrapping Up

There are many ways how you can promote your fashion brand or launch a new product, but no matter what you choose, you should always be creative. Your brand has unique signature features which everyone will recognize if you present them in the right way. Stay personal - after all, your brand is your child, appreciate its uniqueness.

It's fun how many bloggers start off as social media marketers or essay writers. If you ever need wonderful articles written about your product or brand, feel free to get in touch.

Follow Me:

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Fashion Marketing Campaigns: 6 Creative Ways to Promote Your Product

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The fashion market is a crowded and competitive place. So many companies and brands are contending for championship that it seems almost impossible to impress your customers with something new. Yet, they always find new ways to engage and inspire them. The trick is to keep the pace with your customer desires and technology that evolves continuously.

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The cost of working with influencers has mushroomed over the past couple of years, and with marketers spending £20,000 to £40,000 per influencer marketing campaign last year, there’s a lot riding on ensuring that each and every partnership is successful.

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White Paper - Marketing Trends in Fashion

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White Paper - Marketing Trends in Fashion

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Article - Successful Marketing Strategies

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Article - Successful Marketing Strategies

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Here are some brilliant marketing examples including, luxury goods, sportswear brands and other market segments to get you familiar with how to create a great plan.

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Word-of-Mouth and Referral Marketing Blog

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At the ReferralCandy blog, we set aside quite a bit of time to analyze the marketing strategies of various successful companies.

Here are some from the fashion industry. These include luxury goods, sportswear brands and everything else.

Let's begin.

1. ASOS utilizes an untapped channel by most online retailers - a physical magazine

With the proliferation of the Internet, it's easy to assume that offline strategies no longer work.

According to ASOS, that's simply not true.

In fact, the ASOS Brand Magazine has 486,000 readers and 820,000 online subscribers! All of them check the magazine out regularly to read about celebrity style, shopping tips and outfit ideas.

By using the Brand Magazine, ASOS makes it easy for readers to consume product information and advertisements - turning readers into ASOS customers.
Learn More: How ASOS Built A Popular Brand Through These Brilliant Marketing Strategies
2. Birchbox created a user-friendly referral system to help fans spread the word

Referral marketing is one of the most under-utilized marketing channels.

Customers who are fans of your products WANT to tell their friends about you.. but they don't, because there is no effective way for them to do so.

By setting up a referral program, you can encourage customers to tell their friends all about you... easily.

Which was what Birchbox did.

By creating a simple, user-friendly referral program, Birchbox empowers their fans to spread the word. All they had to do was sign up, purchase a box and they'll get reminded to tell their friends about it.

Plus, every advocate that successfully refers a friend gets 50 points per referral, which translate to 5 dollars of online credit, offering them huge savings on their next Birchbox purchase!
Learn More: How Birchbox Grew From 200 to 850,000 Subscribers In 3.5 Years
( RELATED: Set up your own referral program like Birchbox by using ReferralCandy!)

3. Chanel challenged the status quo by designing products defying social norms

While Chanel is now known as luxury brand with premium prices, when it first started, it began by creating talking points and grabbed consumer attention through defying social norms.

In the 1920s, the simple-line designs of Chanel couture made popular the "flat-chested" fashions that were the opposite of the hourglass-figure achieved by 19th-century fashion.

They also sought to empower women by incorporating trousers and blazers and using masculine colours like grey and navy blue.

These "brave moves" helped Chanel establish itself as a label to look out for... and revolutionized fashion.

Learn More: 4 Ways Chanel Uses Word-of-Mouth To Maintain Its Position As $19B Fashion Powerhouse

4. Charles & Keith positioned itself in the "affordable luxury" market

Whilst many people yearn to own shoes produced by the luxury brands like Prada and Vera Wang, not many are able to afford them.

Enter Charles & Keith.

Charles & Keith, a Singaporean-brand, positions itself nicely in the middle between "affordable" and "luxury", creating an "affordable luxury" market. Known for producing high-quality footwear inspired by runway styles but made affordable for the masses, Charles & Keith attracts many trend-conscious, medium-high income customers who fork out cash over hand to buy the products they like.
Learn More: 4 Ways Charles & Keith Became an Internationally Renowned Fast Fashion Shoe Retailer
5. Converse understands that guts is needed to do great marketing

Converse understands that delighting their fans and customers isn't just a show of words. It must be something that they are willing to prove, willing to show and willing to demonstrate.

And they do.

They spend time and money on things that are cool, but doesn't immediately improve their sales. One example?

Converse set up a recording studio in Brooklyn, New York where artists can record for free.

(Yes, free.)

Converse doesn't take any profits nor own the songs. It doesn't even ask them to advertise their shoes!

All they're doing is finding a way to give back to the community that loves them.
Learn More: Converse Marketing Strategy - How Converse Positions Itself Boldly, Against Boring Shoes
6. H&M uses conscious, targeted and inclusive advertising

Understanding that inclusivity is both a social phenomenon and an important moral, human need, H&M creates and tailors advertising campaigns to be all-inclusive.

In their 2015 campaign "Close The Loop", H&M featured Mariah Idrissi, a 23-year old Londoner, who donned a hijab for the video.

This video also features plus-sized models, an amputee and many other diverse individuals, leading to praise from TeenVogue.
Learn More: How H&M Became The World's 2nd Largest Fashion Retailer By Word-of-Mouth
7. Lululemon stores are a "fitness and conversation hub" that gives free fitness classes

In one of their stores in Burlingame, California, Lululemon hosts free yoga classes on Saturday and Sunday mornings.

By doing so, Lululemon is able to position itself as a hub for fitness and conversation, elevating its branding from an apparel company (which is aplenty) to an organization that embodies the values of their customers and a community to find like-minded people.
Learn More: 4 Tactics Lululemon Uses to Leverage Word-of-Mouth For Their Brand
( Pro-Tip: Supercharge your word-of-mouth with an automated referral program like ReferralCandy.)

8. Louis Vuitton products are exclusive

Louis Vuitton products are not easily available. In fact, they have an exclusive series that they only release on special occasions and through select sales channels.

For example, for the Louis Vuitton 2017 show, only a limited selection of bags from the collection was available to purchase online. If the customer doesn't buy it right there and then, it will no longer be available... forever!

This exclusivity makes customers buy faster - as well as make their products more desirable and coveted.
Learn More: 4 Reasons Why Louis Vuitton Is So Successful
9. ModCloth's blog is popular with the loyal fans of the brand

The ModCloth blog is a refreshing take on vintage fashion and finds, and is an easy way for fans and customers to learn more about the latest vintage trends.

Their blog posts cover everything from interview features with trendy individuals, gift guides, travel tips and even delicious recipes.

And where relevant, ModCloth simply links to the products mentioned on their website.

Result?

A win-win for both ModCloth and their fans!

Fans get their content fix for vintage clothing, and ModCloth gets new customers when they decide to purchase from the website.
Learn More: How ModCloth Evolved From A One Woman Firm to A $100 Million Company
10. Tiffany & Co took their social media presence to the next level

Unlike other brands, social media isn't just another channel for Tiffany & Co. to blast their marketing messages.

In fact, it's quite the opposite. Tiffany & Co. is ranked highest in terms of responsiveness and engagement within the social media sphere.

Not only that, in 2015, Tiffany & Co. launched their engagement ring finder app in 2015. Users can use the app to choose ring style and carat weights. They could even take a hand-selfie to virtually try Tiffany rings to see how it looks on their hands.

The result?

A 20% increase in sales!
Learn More: Diamonds for the Digital Age: How Tiffany & Co. Embraced Online Marketing
11. THINX is dedicated to a cause, in the process winning over influencers and the media

Founded by Antonia Dunbar, Miki Agrawal and Radha Agrawal, THINX is a company that designs period-proof underwear. It came about originally when Miki Agrawal discovered that millions of girls around the world did not have the means to manage their periods.

THINX isn't just a company - it's a cause. Its mantra is "For People With Periods." From partnering with AFRIpads to help women in Uganda to a TedXBethesdaWomen talk, Miki Agrawal has continually expressed her efforts to combat the stigma associated with menstruation.

The dedication to this cause has turned her into a media darling, generating glowing reviews from YouTubers and support from popular media websites like BuzzFeed and Elle.
Learn More: How Period-Proof Underwear Helped THINX To Tackle Period Taboos Via Word-Of-Mouth
12. Threadless organized competitions that turned T-shirt designing into an engaging sport

Threadless is famous for their themed challenges, which challenges designers to be as creative as possible in order to win some Threadless gifts. These challenges help spread the awareness for both Threadless and the designers, setting up a win-win situation for both of them.

Here are some of the challenges held by Threadless:
A. B. C. D. Learn More: 4 Ways T-Shirt Company Threadless Built a Fanatical Community Through Word-of-Mouth Threadwars  - A one-on-one themed design competition to see who's the best Minimalism Challenge - A challenge to communicate an idea with as little as possible Win20k Challenge - $20,000 to whoever creates the most awesome T-shirt design Threadcakes - Transforming Threadless designs into edible works of art Learn More: How TOMS Shoes Built A Multi-Million-Dollar Movement (And Gave Away Millions Of Shoes)
13. TOMS built an entire company by giving away 45 million pairs of shoes to charity

TOMS is a unique company. Instead of merely selling shoes, TOMS donates a pair of shoes to charity for every pair of shoes bought.

It was first created when TOMS founder Blake Mycoskie travelled to Argentina and witnessed firsthand the struggles faced by children without shoes.

And the positioning worked.

TOMS today is worth hundreds of millions.

Why did it work for so well?

As Blake Mycoskie himself puts it succinctly:
Learn More: 4 Ways How Under Armour Grew To Steal Adidas' #2 Spot
"People connect with us because buying Toms is like a badge that says, "I did something for someone."

14. Under Armour gave away free shirts to individual football players, and ended up with 2 sales from 2 NFL teams

CEO of Under Armour, Kevin Plank used to give his professional football players friends shirts so that they could test out his products and see if they liked it.

He always made sure that he gave his friends an extra shirt so that they could pass it to his teammate if they liked it.

He knew that once a few players liked it and started wearing it, the team would feel obliged to buy them for everyone.

And lo and behold did it work!
Learn More: How The Undress Raised Over $615,000 on Kickstarter Through Word-of-Mouth
The Georgia State football team soon approached Under Armour to outfit their players, followed by Atlanta Falcons, the New York Giants and the Miami Dolphins.

Selling to Miami Dolphins was a great move, as their match was televised on national TV, which helped to bring out the Under Armour name.

15. The Undress focused solely on a specific niche and targeted specific influencers to reach them

The marketing wisdom goes, "If you target everyone, you target no one."
Learn More: 7 Ways Uniqlo Plans to Take Over the Clothing Industry via Word-of-Mouth
And The Undress took that wisdom to heart.

Even though The Undress could be used by anybody... They didn't target the entire world. Instead, the focused their marketing on triathletes and yoga practitioners - people who would benefit the most from the product.

The result?

They got featured on many running blogs, extending their reach to their target audience.

16. Uniqlo sponsored prominent athletes to help break into new markets
Learn More: How Vans Became The Go-To Brand For Rebels, Mavericks, And Misfits
As part of its Global Ambassador Programme, Uniqlo sponsors world-class athletes to help build its reach in newer markets.

In 2012, Uniqlo began sponsoring Novak Djokovic, the world's #1 professional tennis player. This sponsorship was strategic: Uniqlo knew that a partnership with Djokovic would help raise enough hype about the brand to pave its expansion into Europe.

Djokovic signed a 5-year sponsorship with the brand, and debuted his first Uniqlo outfit at the second Glam Slam of the season, with thousands watching all over the globe.

17. Vans understands the importance of the human touch

The Warped Tour is North America's longest-running music festival, and it has launched the careers of famous singers and rappers like Eminem, Fall Out Boy, Paramore and My Chemical Romance.

Yet it is little-known that it is a concert launched by Vans.
Learn More: How Victoria's Secret Came To Dominate The Lingerie Market
Despite its name, The Warped Tour is a wholesome concert that allows parents to attend the shows for free when accompanied by their kids.

These events help Vans connect with younger audiences and ensure that future generations will also hear about the Vans brand.

18. Victoria's Secret's in-store experience causes 67% of their customers to purchase after using their fitting room

Victoria's Secret knows that the secret (no pun intended) behind making customers buy is an unparalleled in-store experience.

And that is where they place their marketing emphasis.

Shopping in a VS store is a luxurious experience. The stores are furnished in a welcoming and plush Victorian style, with lots of pink and black. Staff are friendly, helpful and apporoachable - and are always willing to give you fitting advice.
Learn More: How Warby Parker Earned Word-of-Mouth By Using Storytelling And Remarkable Experiences (8+ Examples)
Fitting rooms are luxurious and inviting, providing you with the utmost comfort while you try on lingerie.

The end result - 67% of customers make a purchase after using the fitting room.

19. Warby Parker does high-level PR stunts to get press to talk about them

Warby Parker knows that PR is a valuable marketing channel, especially for a fledging ecommerce startup.

But, the problem with PR is that it is either too expensive, or limited to the people at the top.

That, however, didn't stop Warby Parker from being inventive.

Deciding that they wanted to be a part of the New York Fashion Week in 2011, but couldn't get involved the traditional way, they invited 40+ editors to a 'secret event' at the NY Public Library. They earned buzz (without paying for it!) by creating a remarkable experience.

They even created Warby Barker, glasses for dogs as an April Fool's joke. They set up a beautiful website and had photoshoots with professional dog models - which ended up driving 2.5x the traffic than that of Warby Parker.
Learn More: How Kanye West's Yeezy Boost 350s Sold Out In 12 Minutes And Became The Most Coveted Sneaker of the Moment
20. Yeezy targeted celebrities for product endorsement

Yeezy Boost, the collaboration between Adidas and Kanye West is a super-popular shoe that sells out within minutes of launching.

The reason? It's exclusive.

And it's exclusive even for the A-listed celebrities.

To build the exclusivity for the brand, Kanye West sent Yeezy Boosts only to a select few of his A-list celebrity friends, including Calvin Harris, Justin Bieber and entire Kardashian-Jenner clan.

Knowing that they are now exclusive and special, these celebrities quickly took to Instagram to let their massive fan bases know that they were on Team Yeezy.

Boom! Now every fashion-conscious millennials are coveting the sneakers.
Learn More: How Zara Makes Billions In Sales With Minimal Ad Spend
21. Zara's motto - be fast, not first

Zara is a fashion copycat.

Instead of trying to be fashion innovators and trying to capture early adopters, Zara approaches fashion with a different approach.

1. Upon learning that a customer's feet were damaged after harsh medical treatment, Zappos sent a bouquet of lilies and roses to her and upgraded her to VIP status.

2. When a tourist wanted a pair of shoes that were out of stock, a Zappos employee bought the shoes from a physical store nearby, and hand-delivered them to her hotel, for no extra charge.

3. When UPS messed up and threatened to leave a best man shoeless at the wedding he was attending, Zappos shipped another pair of shoes overnight so that he'd have them in time, and refunded his money.

That approach: fast.

Rather than setting trends, Zara rides what is currently hot and established to provide affordable copycat versions of high-end brands.

And to appease its teen and 20something demographic, the store prides itself on getting new designs in stores within 2 weeks.

The strategy works - Zara has grown their overall sales by 50% in 5 years, reaching $17.5 billion in sales.

1. Great storytelling

2. Providing a human touch

22. Zappos's customer service is top-notch

Zappos considers themselves a "service company that happens to sell shoes." Their aim is to provide 110% service, and to go above-and-beyond what is expected of them.

Here are a few examples of how Zappos demonstrates above-and-beyond:

Applying Them To Your Business?

Don't blindly apply these tactics to your business.

Instead, focus on understanding the principles behind why these strategies worked.

They are mainly:

To ensure that you build a brand that stands out and lasts, you have to tell a great story, and build in into your company a channel for customers to reach and talk to you.

( RELATED: Check out how these different fashion businesses set up profitable referral programs.)

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Fashion Marketing Examples: 22 Successful Strategies From The Fashion Industry - Word-of-Mouth and Referral Marketing Blog

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At the ReferralCandy blog, we set aside quite a bit of time to analyze the marketing strategies of various successful companies. Here are some from the fashion industry. These include luxury goods, sportswear brands and everything else. Let's begin. 1. ASOS utilizes an untapped channel by most online retailers - a physical magazine With the proliferation of the ...

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White Paper - Luxury Fashion and Beauty Marketing Trends

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White Paper - Luxury Fashion and Beauty Marketing Trends

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This tip sheet extracts the key findings from 'The New Face of Luxury' research report, to bring you the most pressing trends that will shape influencer marketing, giving you the
head start you need for a smarter, more effective strategy in 2018.

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A content marketing strategy that focuses on mobile, personalization, and authenticity is more than a passing trend – it’s a must-have for fashion retailers in 2017 and beyond.

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A content marketing strategy that focuses on mobile, personalization, and authenticity is more than a passing trend - it's a must-have for fashion retailers in 2017 and beyond.

There's no question that shoppers increasingly expect a real-time and a personalized experience when engaging with their favorite brands. When they have questions, they want immediate answers. And when interacting with brands in between purchases, they're looking to be inspired, entertained, and informed.

Consider these stats:

Shoppers look for information online before (87%), during (82%), and after (35%) visiting a store. (Google)

75% of mobile users say they go directly to a retailer website or app on their smart device to address their needs. (Google)

56% of marketers say a consistent brand experience across channels is a top digital priority. (Boston Retail Partners)

Omnichannel shoppers - people who shop in stores and online - are eight times more valuable than those who shop in a single channel. (Macy's)

That's why building relationships with consumers through content is so important. More than ever, fashion brands need to establish always-on distribution channels to meet their audience where they are in every part of the buyer journey - and that is increasingly in the mobile and digital spaces.

However, the brands that will succeed will be those that learn how to be more strategic with their time and resources to rise above the noise.

"Instead of contributing to the general hubbub on every platform, do targeted, impactful content that inspires people," says Duncan Edwards, a content strategy consultant, and former Head of Content Development for fashion retailer ASOS.

Here are the latest trends among fashion brands that are leveraging content marketing to build brand awareness, influence purchasing decisions, retain loyal customers, and ultimately, add to their bottom line.

Click-and-Shop Content

"Forward-thinking brands are taking steps to reduce the friction between the content they produce and the purchasing process: They're creating shoppable content," explains Ometria, a blog for ecommerce marketers.

While the trend has been around for a couple of years, it has really taken off in 2016. Improved technology and new features across platforms are enabling brands to seamlessly integrate the content and shopping experiences in creative new ways.

In April, British retailer Matches Fashion launched "digital trunk shows." These videos give users an inside look at new designer collaborations, but with one added bonus: The ability to click and automatically add items to a shopping cart.

Kate Spade is another brand that's using content in creative ways. Its "Miss Adventure" series is comprised of high-quality short films that have a clever mix of elegance and quirk - and the corresponding "Miss Adventure" landing page features gorgeous images of products from the films that users can click and buy.

ASOS has not only mastered soliciting user-generated content (UGC), but it also leverages UGC to create an engaging experience for fans.

On Instagram and its website, ASOS asks users to share photos of themselves dressed in ASOS products, tagged with #AsSeenOnMe. ASOS curators will then repost images on Instagram and the #AsSeenOnMe landing page with information so users can shop the looks. Featuring UGC photos is an all-around win: ASOS can promote its brand through valuable, authentic content (and convert some users to customers), featured customers get time in the spotlight, and other fans can glean inspiration from those UGC photos.

2017 Prediction: Look for more brands to launch shoppable content initiatives on various channels, especially video and social media. YouTube's click-to-buy function is up and running, Instagram offers shoppable posts, and Facebook is exploring shoppable video ads. Brands will likely also use more UGC on those channels to create authentic click-and-shop experiences.

Shoppable TV shows aren't out of the question, either. In October, Lifetime and Wayfair.com launched the first "fully shoppable" weekly TV series. "The Way Home" features segments on interior design, decorating, and home renovation - and every product on the show is available for purchase on Wayfair.com. Will a fashion-focused show be next?

Improved Customer Service via Mobile, Digital, and Social

While 87% of shoppers say that sales associates influence in-store purchasing decisions, more than half of shoppers feel that service is lacking online, according to Salesfloor's 2016 Omnichannel Retail Associate Study.

That can impact a brand's bottom line. A recent eMarketer survey found that 43% of UK and US ecommerce decision-makers believe that subpar digital customer service negatively impacts conversions, and 38% say it will harm their brand image.

And coupled with the fact that younger generations increasingly expect customer service over social media and mobile apps means that brands need to be on those channels and ready to supply content and information that answer users' questions.

Major labels have started experimenting with chatbots to deliver content and customer service to fans.

During New York's fall Fashion Week, Tommy Hilfiger launched Facebook Messenger's first "fashion bot" to promote its Tommy x Gigi collection with Gigi Hadid. Users could click to message the brand on its Facebook page; after doing so, the chatbot walked them through the collection. In addition, customers could ask the bot questions and receive answers - the Tommy Hilfiger team pre-programmed it with more than 7,000 responses.

Soon after, Burberry rolled out its own Facebook Messenger chatbot in time for London Fashion Week. The bot gave users access to content around Burberry's new collection, and offered real-time customer service.

2017 Prediction: Brands can't afford to skimp on customer service, so expect to see more companies leveraging chatbots and other forms of automated technology to deliver content and address customer issues. Last month, Twitter announced that they were releasing two customer service chatbots for direct messages. And Facebook had granted brands access to reach out to consumers directly via Messenger - provided that customer had previously engaged with the brand through a message or click-to-message NewsFeed ad.

Data-Driven Email Marketing

Eighty percent of marketers surveyed name email as the most important channel for real-time personalization, according to Adobe's Digital Marketing blog. Fashion retail brands that aren't using personalization could have an untapped goldmine that's waiting to be discovered.

Case in point: Alex and Ani, the jewelry and accessories retailer, used to send all their subscribers the same email - but conversions weren't high. That led them to delve into their data to get a better sense of user behavior, preferences, and interests.

With those findings, Alex and Ani experimented with personalized emails. They sent targeted emails to re-engage people who had abandoned shopping cats, and deployed personalized emails and onsite experiences with dynamic recommendations. Their efforts resulted in a 73% increase in monthly email revenue.

2017 Prediction: As the Adobe piece points out, it will no longer be enough to simply drop a contact's first name into a standard email: "To be contextually relevant is to take into consideration where readers are now, where they came from, and where they are going next."

Brands will need to deliver emails that appear to speak to consumers as individuals, based on their habits and behaviors. B2B companies have been doing this well for a number of years, but expect to see some crossover into the B2C retail world.

As Eric Stahl, VP of Product Marketing at Salesforce Marketing Cloud, puts it: "There is a bright future for email in the multichannel world...Email will leverage every interaction from the Internet of Things, location, behavioral data, and customer preferences to deliver messages to the customer in exactly the right context."

With brands increasingly targeting millennials and Generation Z, they'll turn to email automation programs that will help them delight consumers and build trust. Look for that in the form of more abandoned cart messaging, birthday emails, and "top pick" round-ups based on past purchases.

Harder-Working Blogs

Blogs are still one of the best ways for brands to power their content machines - and fashion retailers have some of the best content hubs out there. What's great about blog content is that it works in tandem with social media and email marketing to serve as a key customer loyalty builder. A highly followed blog, and its content distributed across multiple channels, helps brands stay top-of-mind for when consumers are ready to buy.

That approach has worked for Acti ve in Style, a UK-based women's activewear retailer.

The blog has helped establish the brand as an authority in the health and wellness space, says Thomas Gibbons, the company's Digital Marketing Manager. The main mission of his team, which is comprised of six in-house writers and three freelancers, is to maintain a loyal readership.

"Educating and building awareness of your products is as important as stocking a great product; they need to complement each other," he says.

However, they are looking ahead to adding more interactivity into their content plans.

"We have always followed the path of users from the blog to the site, especially when the post is on a new style or look," Gibbons says. "Soon our images will become interactive, and visitors will be able to shop looks seamlessly."

J. Crew is a retailer who's already mastered the shoppable blog experience. From real people "test driving" new products and sharing their thoughts, to behind-the-scenes looks at how pieces of clothing are made, to style hacks and local tours, this blog reads like an elegant fashion magazine - but with embedded product links that easily let customers transition from reader to shopper.

Mr P orter is another site that's known for shoppable content. Editorial feature stories, like the one below, revolve around beautiful photography and let users click and shop the items in each image.

2017 Prediction: Expect shoppable content links and other technologies embedded within blog content to become the norm.

Along those lines, most CMOs agree that personalization is the key to success, according to research conducted by Forbes, entitled "Publish or Perish." Their analysis found that marketers who deliver personalized web experiences get double digit returns in marketing performance and response. Looking ahead, retail marketing teams will seek out platforms that contain modules that can serve up content based on user behavior and preferences with the goal of increased conversions in mind.

"Like anything in this industry you need to be innovative, interesting, and fashionable," says Gibbons.

More Strategic Influencer Investments

Given the amount of money brands spend on influencers, there's been a lot of talk about an "influencer bubble" - but it's unclear when that bubble will burst. 87% of US marketers plan to increase their budgets for influencer marketing in 2017, according to an August 2016 Chute and Thuzio survey. This increase can be partially attributed to influencer marketing offers a way around ad-blockers, which are on the rise.

However, 80% of US marketers said they would like to be better able to measure influencer ROI. And that's key as the cost of working with top influencers can easily run into six figures.

Revolve is a brand that's long worked with influencers (often before those influencers exploded in popularity) to drive brand awareness and conversions - not to mention a legion of fans. For the past two summers, Revolve has rented out a house in the Hamptons and hosted four weekends packed with parties and activities for celebrities and A-list fashion influencers. They've also taken top influencers on international jaunts to Jamaica, Croatia, and Mexico.

Raissa Gerona, Revolve's Vice President of Brand Marketing and Strategic Partnerships, says that the buzz influencers generate converts directly to real-time sales - and is part of the reason Revolve is projected to grow its $440 million dollar revenue by 50% in 2017.

2017 Prediction: While 2017 may not see the influencer bubble burst, expect brands to be more strategic with their spends. Rather than paying for one-off campaigns and promotions with celebrities, look for brands to build on-going ambassadorships with select influencers who make more sense, strategically, and come at a lower price point.

With many top-tier influencers becoming too expensive and selective with the companies they endorse, brands will start cultivating more relationships with "micro-influencers" - as in, the up-and-comers who have loyal followings ( in the 10K to 100K range) but haven't yet made it big time. Though micro-influencers may have smaller audiences, their followers tend to be more engaged, according to a recent survey from influencer marketing platform Markerly.

This is a reason Gibbons has three freelance influencer writers on board at Active in Style.

"Their passion, personable insights, and interests make our blog more human," he says. "The result is you get great quality pieces, and you gain their personal readership. It's a great way of guaranteeing consistent traffic to your blog."

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Like every fashion trend, each of these content marketing tactics will be most successful when brands adapt them to fit their own personalities, voices, styles, and audiences. In doing so, they'll reach customers in a way that feels relevant, personal, and authentic.

"As well as a great experience, consumers want to know the lifestyle brands they buy into share their values and taste," says Edwards. "It's what makes a brand relevant in their eyes, so it's important to demonstrate your brand DNA at every junction."
Dawn Papandrea is a NewsCred contributor.

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Fashion Content Marketing 2017: Top Trends + Leading Brands

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A content marketing strategy that focuses on mobile, personalization, and authenticity is more than a passing trend - it's a must-have for fashion retailers in 2017 and beyond. There's no question that shoppers increasingly expect a real-time and a personalized experience when engaging with their favorite brands.

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Article - 10 Examples of Great Fashion Marketing

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Article - 10 Examples of Great Fashion Marketing

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Whether or not the clothes are wearable... well, that's beside the point.

Here are a few of my favourites from over the past few years.

1. Burberry Kisses

Burberry spends 60% of its budget on digital, so it's unsurprising that it comes out on top in terms of marketing.

While its most recent fashion campaign experiments with the ' see now, buy now' trend, its broader marketing creatives tend to be the most exciting.

'Burberry Kisses', launched in partnership with Google, was one of the best of 2015.

Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.

Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the 'Kisses' campaign.

2. Ted Baker's Cabinet of Curiosities

Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.

Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.

The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.

Alongside its recent experiment with shoppable content, Ted Baker proves there is real value in its creative approach to marketing.

3. Nike's Better for It

We're always writing about Nike on the blog, and with a back catalogue that reflects its strong brand identity, there's a good reason why.

2015's 'Better for It' campaign is one of the most memorable in recent years.

Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.

With a light-hearted but empowering tone, it succeeded in engaging female consumers.

4. Hermès' House of Scarves

Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.

Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.

With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.

While we have previously pointed out that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.

5. Inside Chanel

Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.

Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.

Combining photography, digital sketches and video - it uses rich content to bring the story to life.

With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand.

6. H&M's Close the Loop

We recently wrote about why women are talking about H&M's latest campaign, but its 'Close the Loop' ad is another example of the brand's innovative marketing.

With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.

Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.

By creating a buzz around the campaign, it ensured that its message of sustainability was heard.

7. NastyGal's #GirlBoss

Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.

As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.

Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.

A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.
(Read more on brands using podcasts.)

Four career lessons from @sophiaamoruso that every young person should know: https://t.co/HB01H2YbxQ pic.twitter.com/J5SABfJbKa
- #girlboss (@GIRLBOSS) October 7, 2016

8. Swoon for Monsoon

A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.

Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.

Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.

A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.

9. #CastMeMarc

Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.

For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.

As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.

10. Rei's Opt Outside

This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.

Outdoor apparel retailer Rei encouraged consumers to boycott Black Friday, even shutting down its own website on the day itself.

As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.

With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off.

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10 examples of great fashion marketing campaigns

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Whether or not the clothes are wearable... well, that's beside the point. Here are a few of my favourites from over the past few years. Burberry spends 60% of its budget on digital, so it's unsurprising that it comes out on top in terms of marketing.

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Case Study - How Fashion Brands Harness Digital Marketing for London Fashion Week

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Case Study - How Fashion Brands Harness Digital Marketing for London Fashion Week

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Digital marketing case study - Digital marketing and Fashion: How brands and influencers use London Fashion Week - Digital Training Academy

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Digital marketing and Fashion: How brands and influencers use London Fashion Week - Digital marketing case study from the Digital Training Academy - London Fashion Week 2017 was a major event in the fashion industry, with designers and influencers flocking to social media. Socialbakers looks at the Instagram stats...

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White Paper - Most Common Influencer Marketing Questions

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White Paper - Most Common Influencer Marketing Questions

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Q&A with Louise Roe formerly on Vogue and Kirsty Williams CEO of Insanity Group worked with Gucci, Lance, MAC, Dolce and Gabbana.

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Industry Report - The New Face of Luxury

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Industry Report - The New Face of Luxury

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This Fashion and Beauty Monitor report, produced in association with Econsultancy, considers the luxury fashion, beauty and lifestyle sector
specifically, and how it is embracing the emerging space of influencer marketing.