LA SEARCHFashion remains the most popular sector in the world for ecommerce, with global sales predicted to generate more than $1 trillion by 2025. As popular as it is, the marketplace is crowded and fashion companies must remain on top of relevant trends.
The COVID-19 ecommerce boom and subsequent drop-off mean that it’s more important than ever for brands to stay ahead of the ever-shifting market. That’s why we’re here to highlight some of the top 2022/23 trends in fashion marketing that will drive growth to your brand.
Politics
Customers are increasingly expecting more from the companies they purchase from. They now expect brands to voice an opinion on political matters (which can be a scary prospect, but incredibly rewarding for the brand). It seems that consumers are leaning more and more towards brands that share similar values with them and have brand messages they can relate to.
In 2020, in response to the killing of George Floyd, many fashion brands decided to make a clear statement, usually on their homepage regarding their thoughts on the situation. Some brands even went as far as to include this in emails and throughout their social media.
Many fashion labels have also taken inspiration from certain political movements when it comes to their actual clothing. For example, 2019 saw the catwalks and high street stores awash with ‘lingerie-on-show’ clothing, which many believe was a direct result of the #MeToo message of empowerment (wearing daring or revealing clothing shouldn’t leave you vulnerable to attack).
Recently, fashion has been focusing on the Ukraine war with many brands making statements of support and even donating a share of profits to the country. 2023 looks set to be no different, with consumers expecting appropriate responses to political movements.
Ethical & Sustainable Buying Behaviour
The last few years have seen a move away from ‘fast fashion’, with customers and celebrities bringing attention to ethical issues within the industry. The focus on the human rights of workers, the environmental impact of production and wasted resources has meant that more and more brands have had to focus on sustainability and responsibility.
Therefore, 2023 is likely to see a rise in ‘seasonless slow fashion’ with ethical items designed to never go out of fashion. And whilst they may cost more than fast fashion pieces, they are arguably worth the investment, as have been made to last for years.
Inclusivity
The past few years have seen a real shift in inclusivity, something that is set to continue throughout 2022 and 2023. As well as showcasing models of varying sizes, “in the know” brands also create pieces for people of various skin tones, and aim to showcase a huge range of different models.
The goal is to show customers images of people like them wearing the brand’s clothing so that they can relate. Top brands have also been praised for using disabled and androgynous/gender-nonconforming models.
Utilising New Video Technology
Digital marketing in the fashion industry is constantly evolving and we all know it’s important for brands to stay ahead of the game. As online clothes shopping continues to grow at a rapid rate, successful brands are finding new ways to creatively engage their customers. And with the rise of TikTok, shoppable videos look set to be a key tool for 2023.
Videos on other social platforms also look set to remain popular with customers seeking more transparency from brands. Live videos, for example, that show behind the scenes of a brand (office life, production etc) are a great way to connect with customers. 360-degree videos are also on the rise, with online customers wanting better views of clothing before they purchase.
Personalisation
It’s long been known amongst successful marketers that personalisation drives revenue. Today’s customers are extremely savvy and expect companies to create an immersive experience for them. Therefore, it’s important that your brand collects, retains and constantly updates your customer data, which will give you key insights.
Personalising your campaigns now goes beyond just using your customer’s name. You should be able to give your customer exactly what they want just by looking at their previous purchase history and online behaviour. This is the same when it comes to adverts; customers expect them to be tailored to their interests.
Some companies have taken personalisation one step further by allowing shoppers to customise their products. For example, some fashion companies let you customise your clothes and shoes and even add a custom-designed inscription on them.
Personalisation looks set to be bigger than ever in 2023 and a top trend in fashion marketing and companies will need to find new, innovative ways to add it to both their marketing and products.
How can we help?
At LA Search, we offer a holistic approach to help fashion brands grow. With specialists on hand to help with your marketing needs, we can help increase your online presence via SEO, PPC and digital PR.
Let’s have a chat about how we can take your brand to the next level.
