As the consumer market place adapts, incorporating new technologies such as social media platforms, apps and interactive technologies the fashion industry has to follow suit - becoming more innovative with the methods of promotion used to be able to entice customers to purchase from their individual brand in the heavily saturated market place.
Technology:
An example of a new innovative marketing tool was devised by Guatemalan shoe company 'Meatpack' where they developed an app called 'Hijack'.Using GPS technology, the app recognises when one a 'sneaker head' enters one of the official stores of one of the brands sold at Meat Pack - this sets off a trigger and countdown for the customer to reach the store, starting at 99% a reducing a percent per second. The percent on the app when the customer reaches the store would be the percentage off the product.
With the environment being so heavily saturated by technology, an individual can feel over whelmed by having to be continuously online and connected. The stealth pocket is an invention that when a device is placed inside it, the device cannot be reached and metaphorically the person has become 'invisible'.
It's innovative uses of technology that will be key in the future of promotion in regards to driving consumers and clients in the near future.
Going Native:
With the world be ever more connected, with the other side of th world's produce easily in reach it is no longer the exotic thats appealing and more what is closer to home. Consumers are wanting to go local, however in packaging terms, local can be anything up to 500 miles. The lines have been distorted for what can be deemed as home made and not - with the label 'made in britain' still being acceptable as long as the product was finished in Britain regardless of wherever else it was made for the rest of it's journey.
Avoiding Maga-systems:
According to LS:N we will look for ways to live and work outside coporations which currently dominate our lives. Companies such as Apple and Starbuck do not pay tax through finding alternate methods to avoid it.
The Age of Collaboration:
In fashion's future, there is a stronger prominence of collaboration between brands. The big designers have moved from focusing on the 'ME' to 'WE', noting the benefits of sharing the success of a project as it allows the appearance in both of the companies market places and exposing the information to alternate audiences,hopefully increasing the projects success. Examples of this are Burberry and Apple's collaboration for the launch of the iPhone 5s at the s/s 14 show in September 2013. The phone was used to film the show to showcase the camera capabilities, this was down prior to the mass launch of the phone to gain public interest. Other collaborations of note are those between designer brand and high street stores, such as Alexander Wang and H&M. These kind of collaboration draw together and saturate two opposing market levels of economy fashion and high end - attracting a different type of clientele to what would be seen usually for the store.
In fashion's future, there is a stronger prominence of collaboration between brands. The big designers have moved from focusing on the 'ME' to 'WE', noting the benefits of sharing the success of a project as it allows the appearance in both of the companies market places and exposing the information to alternate audiences,hopefully increasing the projects success. Examples of this are Burberry and Apple's collaboration for the launch of the iPhone 5s at the s/s 14 show in September 2013. The phone was used to film the show to showcase the camera capabilities, this was down prior to the mass launch of the phone to gain public interest. Other collaborations of note are those between designer brand and high street stores, such as Alexander Wang and H&M. These kind of collaboration draw together and saturate two opposing market levels of economy fashion and high end - attracting a different type of clientele to what would be seen usually for the store.
No comments:
Post a Comment