Competition in the fashion industry is fierce, but major brands have developed tried and tested ways to stand out from the crowd, while devising some new innovations! Let’s look at how fashion brands attract our attention and have us running for the sales desks in an ultra-competitive sector.
Customer loyalty
Customer loyalty programs are one of the best ways to attract customers. Urban Outfitters pulls out all the stops when it comes to online offers with a 15% discount on first purchases when you sign up for email and the UO Rewards loyalty scheme which includes a welcome discount, early sales access, and member-only exclusives. Promotions and incentives are a tried and tested way to attract customers in competitive industries. In the iGaming industry, for example, Betfair’s latest casino offers include free spins bonuses for new customers and ongoing promotions such as Prize Pinball, a free daily chance to win for all customers. As is the case for fashion brands, welcome offers attract customers while regular promos foster customer loyalty. By presenting customers with a wide range of attractive offers, companies have the chance to steal a march on their competitors.
Headline offers
As Bergdorf Goodman ably demonstrates with its 50% reduction on designer items, the promotional campaign not only attracts customers looking for a bargain, it grabs attention and sets it aside from its Fifth Avenue competitors. Of course, the reopening of Linda Fargo’s shop, with a range of offers from Linda’s At BG on her collection on the fourth floor, also goes a long way towards promoting the department store as a whole.
Disco legend endorsement provides 70s chic
Celebrity endorsements have always been a fashion promotion staple and the power of star quality is exemplified by Chanel’s selection of Nile Rodgers for its Eyewear 2023 Collection. As a disco legend, Rodgers lends credibility to a campaign which is all about the seventies, a decade when he dominated the disco scene with his band Chic. The success of the Chanel campaign is attributed to the inclusion of a celebrity who chimes perfectly with the mood of the overall message – 70s cool.
Seasonal sales
While Black Friday is the most popular time of year for promotions in the fashion industry, brands also use seasonal sales to tempt customers. Seasonal sales serve two functions: a winter sale is an opportunity to sell old stock while summer sales capitalize on the thrill and anticipation of hot weather on the horizon. A prime example is the 30% reduction on summer accessories at Kate Spade, which has also re-released the popular Sam bag to celebrate the 30th anniversary of the iconic must-have as part of a range of Kate Spade offers on other accessories.
Retro-chic is the latest fashion trend as the fashion industry promotes its products by looking to the past. With Blondie aka Debbie Harry featuring in the latest Marc Jacobs campaign, we shouldn’t have to wait long for the next musical or cultural icon to represent a fashion brand.
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