Change in the marketing strategy of the Fashion industry
Charles Frederick Worth, in the year 1858 was the first designer in the 19th century to get his name stitched on the garments he created. Earlier the women outfits were a one to one business, personally measured and stitched by the tailors working with the designers. By the end of the 19th century, the fashion industry started to widen its wings.
Emerging of new youth style fashion: –
After the second world war, in the year 1950s, a new youth style emerged. Until the year 2010, the fashion industry was all manual with shops and showrooms all over the globe. The apparel marketers and fashion retailers used manpower in their marketing and sales departments. The basic strategy of fashion products marketing was the door to door sales marketing system, which was later taken over by the digital marketing strategies.
Replacement of traditional sales method: –
The traditional sales method was replaced by savvy technologies. Mobile marketing or e-commerce marketing. Today we have various e-commerce marketing companies such as Amazon, Flipkart, Myntra, Limeroad, Shein, NOW Entertainment, etc. Bringing all the goods and products by different retailers and brands over one single platform.
These online marketing strategy has brought immense benefits to the consumers as well as the sellers. The 24/7* availability of online store services has cut down the time constraints people used to face earlier while shopping. The easy return policy and free delivery across the world is yet another cherry on the cake for the customers. In order to attract customers and in order to attract customers and bring to their notice these online sores have certain season sales, discounts, and coupons.
Strategies of the fashion industry to generate more revenue: –
They also have a referral point system as the main marketing strategy, increasing the involvement of customers and engaging new customers on board.
New marketing plans have various other marketing systems for different fashion products ranging from $5 to $5000.
1)Companies like Now Entertainment and more others have promotional camps from time to time.
2)They plan advertisements for their social media accounts such as Twitter, Facebook, Instagram, etc.
3)These marketers also keep certain giveaways on Instagram.
4)They work with influencers, majorly Tv actors and models.
5)They help customers pay through different modes such as UPI, PayPal, Paytm, COD (Cash on delivery)
6)These fashion giants have also established customer service teams that are available for service 24/7*.
Use of technology in the fashion industry: –
They also make use of the best technology such as the Internet of things and Artificial Intelligence to understand consumer behavior and pattern, in order to make products according to their needs and preferences. Both these systems are mostly similar and can be integrated all together in order to gain the maximum benefits from the investments made in this software.
Using such various strategies, the marketing culture of the fashion industry is drastically changed from the last 5 decades.
