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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