Business of Fashion wrote a article recently on how the fashion industry are adapting their marketing strategies for a ‘digital reality’ called The Digital Iceberg. As an agency who specialise in luxury and fashion marketing we found the article highly interesting.
It would be a fashion followers dream to attend a Chanel or Burberry fashion show during the world’s fashion weeks. Luckily with today’s digital era, users are able to get this experience through social media. The biggest luxury fashion houses in the world are now streaming their fashion shows through live feeds from their websites and Snapchat. Through the likes of Facebook’s new live video feed, Instagram’s 15 second video, Snapchat and even email marketing, fashion brands big or small have the opportunity to stand out in one of the most competitive online markets.
Luxury online sales grew a huge 4 times more than offline sales in 2014, causing the industry to reach what people are now calling a ‘Tipping Point’. Because of this drastic and unexpected shift in buying behaviour, the industry is becoming ever more competitive and contemporary. Email marketing is playing its part during this behaviour shift with ‘gifs’ and video slowly becoming a standard component of a fashion brands communication strategy. For example, Skywire have programmed several emails featuring movement to excite the customer for womenswear brand Three Floor Fashion.
Here at Skywire we offer our fashion clients bespoke innovative website design and unique online strategies using the leading eCommerce platform, Magento. Some of our clients include ME+EM, Harrys of London, Duchamp and Atea Oceanie.
If your fashion brand is in need of a new website or digital strategy, contact us via our online form and we will get back to you with anything you need to know.