A fashion communication strategy is a tangible way of showing and communicating your brand’s essence and purpose. Also, it is a tool for promoting your products and services season after season from an innovative and creative perspective.
Communication is a natural way of connecting people, a vast field for exchanging ideas. On the other hand, fashion business communication is a corporate tool to engage with the brand’s audience, inform them about the brand and keep them updated about the latest launches.
Communication inside the fashion industry always involves contact. From a commercial perspective, it links supply and demand; if a trend is not promoted, it simply does not exist.
The fashion brand communicates to persuade the prescriber, the intermediary, or the client. It does so through strategies and tools that are useful in the short, medium, and long term.
The base for your fashion communication is branded messages. That includes producing messages about the product, the price, the collection structure, the styling, the runway shows, and point of purchase ads, to name a few. This effort is a joint strategy between brand areas, from marketing and comms to design and visual merchandising.
The first aspect you need to be aware of for developing a successful communication strategy is to set the goals to achieve and plan the following steps before any tactical action.
The winning goal of any brand communication strategy is to stimulate demand and desirability for the brand. You may want to build or reinforce a brand image in a certain market; you may want to launch or support a seasonal collection; you may want to position a brand against competitors or push sales through retail channels.
In the fashion industry, the client is not the only target subject to communication efforts. Think which target you may want to persuade, for example, the distribution channels, the fashion media and press, opinion leaders, internal departments, or the final consumer. All targets count, as communication strategies work in synergies.
A successful message must surprise and thrill the target. Also, raise the desire and interest in the brand to the point of making the consumer share our messages. Our content (messages) must balance rational and emotional attributes, offering facts and also the advantages our product has over competitors. Choose the format according to your goals: the message could be text, audio, visual, or a mix.
Develop the most coherent communication activity to convey the message. You can select among the well-established fashion tools at your disposal, such as advertising, graphic design, runway and fairs, a sales promotion, or public relations events. Use a combination of different channels, physical and digital, and ensure the consistency of the formats with each other.
Ask for prices and divide your communication activities from most to least important for the communication campaign season. This perspective will help you to decide which communication activities require the greatest budget investment and which of them are dispensable.
Everything can be communicated, in today’s reality the customer has 24/7 access to the brand. Everything counts; from the retail windows to a brand identity manifesto; a paid media advertising in a fashion magazine; an Instagram campaign; a personalized message and promotion sent to the customer’s home; editing a company magazine; a customer relationship management (CRM) activity such as a newsletter or a targeted promotion; a fashion film or a celebrity endorsement. Think of a holistic approach to brand communication activities, listen to what your client has to say; the more you do it, the better, the monologue of a brand in fashion communication is outdated.
Create a timeline, a task control shared file and let’s do it. The communication mix only works integrated and sharply coordinated. Every communication action is oriented and limited by the communication goals, the brand’s market segment, and the operation control policies.
Collect all relevant information about the communication impact of your strategy. Define your key performance indicators (KPIs) to monitor your progress toward achieving your strategic goals.
There is no single recipe for successfully managing the communication of a fashion brand. The path asks us for perseverance, focus on brand purpose, and a lot of creativity. Dare to differentiate your brand with innovative communication strategies.
Originally published at: ELLE Education Business > https://elle.education/en/business/how-to-develop-a-fashion-communication-strategy-for-products-or-services/