To the average person, the world of fashion can seem quite strange. However, despite the eccentric nature of this industry, it’s huge. The fashion industry in the UK alone is worth over £20 billion a year. Because of its size and influence, there are some valuable tips that marketers in any space can learn from fashion:
Trends Come and Go
Trends are one of the first things most people associate with fashion. Every year, it seems like there’s something new that makes its way from the runways and catches on with mainstream consumers. While it may seem like the biggest trend ever at the time, chances are by the same time next year, something else will have already replaced it.
The lesson for marketers is while there’s nothing wrong with trying out the latest social networking sites that pop up or other distribution platforms, it’s important to be cautious about how much time and effort you invest into something that’s brand new. While there can be advantages to being an early adopter, it’s just as likely that the hype around something new will fizzle out just as quickly as it started.
Sometimes You Have to Push the Envelope
Although most trends are nothing more than a flash in the pan, every once and awhile a designer comes up with something new that ends up having a lasting impact on the world of fashion. In many cases, the designers who make these changes may be initially written off for whatever they do. However, because they’re not afraid to push the envelope, they’re able to have a real impact.
When it comes to developing a new strategy, sticking to the status quo may not cut it. Instead, you may find yourself in a position where you have to step up to the plate and do something that’s truly bold. Even though this type of decision does have risk, the end result can be well worth it.
Real Relationships Matter
One of the main obstacles that new designers face is getting exposure for their lines. Because there are so many designers and companies producing new clothes, fashion magazines and other publicity avenues are only able to cover so much. As a result, the relationships designers build with their colleagues and customers can make or break their line.
Whether you’re a marketing professional or a business owner who’s handling this role on your own, it’s important to remember that all of your efforts are built on a foundation of real people. As a result, don’t treat them like they’re simply a number on a spreadsheet. Instead, go the extra mile to build relationships that are going to last. While marketing is always going to be a challenge, it becomes much easier when you have customers who are so passionate about your business that they do much of it for you!
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
Posted on Fri, January 13, 2012
by Brian Waraksa filed under