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The ABCs of Fashion Marketing During a Pandemic
Manage episode 279118403 series 2833598
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When the Covid-19 pandemic hit this spring, many fashion companies had to put their advertising campaigns on hold. It was no longer possible to gather creative teams—directors, photographers, models and crew--together in person, in studio or on site. And so, companies had to get creative quickly.
Some brands chose to send new styles from their collection to models and influencers, asking them to be creative and to use what they had at their disposal, hoping for the best. For many brands, this was the first time they had ceded creative control to the model or influencer.
In the end, some of these campaigns, although home-spun, went viral and were very successful. Others didn’t quite hit the mark. Which begs the question, have brands hit on an all-together new marketing strategy? And is this model worth including in future marketing strategies?
[Laura] No. As a matter of fact, I think this strategy will be short lived and produce results only in terms of metrics, data and social media engagement.
That’s Laura Lanteri, creative director and consultant at LLNYC Worldwide, a Global Advertising and Marketing firm based in New York City. She continues:
[Laura] In my opinion, a campaign is really successful when it becomes part of the day-to-day conversation, when it becomes part of our cultural landscape. Influencer marketing doesn’t have the power to do that. It all depends on what we decide to focus on: cultural relevance or Instagram likes.
And yet, with the growth of social media such as Instagram, and the ability and access for just about anyone to create content, a real shift in consumer demand has occurred over the past decade. A shift that places more value on realistic imagery and narrative as opposed to perfection, or at least the illusion of perfection, that the fashion industry has peddled over the past century. It’s an illusion that is very one-sided, stresses Laura.
Full transcript available at FCNewsBytes.com
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