Marketing Strategies Research and Frameworks

+ Connecting with the Consumer +

How Do Consumers Consume and Connect with Brands?
  • Advertising strategies
  • Understanding their demographic 
  • Understanding emerging demographics 
  • Keeping and increasing footfall
  • Understanding changing and emerging trends in consumption, e.g. diversity, ethics, social responsibility. 
Physical and Digital Branding Advertising Strategies
  • John Lewis 
  • Fast fashion online retailers 
  • Brands that rely on word of mouth 
  • Brands that haven't advertised heavily, e.g. Body Shop
Visual Communication
  • The forums that demographics now link with 
  • What draws a consumer in and why 
  • What are the connectors?
  • Connection to visual information, e.g. short films/teaser campaigns (John Lewis 2015, BooHoo.com) 
More Abstract Advertising
  • Celebrities: Collaborations, Rihanna X River Island for example, their popularity and huge fan base makes it successful. 
  • Guerrilla: Used to catch someones attention- Graphics, Pop Ups, etc. 
  • YouTube Campaigns 
  • Subliminal Advertising 
How Branding and Marketing Drive the Fashion Industry
  • Connects to the consumer
  • Drives price 
  • Drives and captures specific demographics (whilst trying to pick up new consumers too) 
  • Marketing incentives drive consumers: e.g. E-vouchers, Buy one get one free, lowering prices for a limited time 
  • Pushes consumption by selling products through a specific window of time 
  • Historically brand identity was king
  • Brand attachment locked the consumer in via aspiration 
  • Changing with generational shifts- consumers no longer consume because the brands are telling them who to be
Meeting the Consumers Needs
  • Who they are 
  • How to reach them (physical, digital or both)
  • Where they live (North/South) trends vary depending on location 
  • Their age: age does depend on the way people shop and what they buy 
  • What they are prepared to pay 
  • What they like and dislike 
  • Their expectations 
  • If the product is desirable 
  • They should be researching and gathering data on their consumers to understand them and what they want 


















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