From global discount retailers to exclusive luxury brands, there is no denying that the fashion industry drives a significant part of the global economy.
Since fashion is considered a highly challenging field that is often impacted by global uncertainties and changing trends, many brands have modified their work process in order to respond to the increasing pressure for growth and cost-efficiency. Some of these initiatives include improving production speeds to meet market demands, implementing sustainable product innovation in designs as well as making use of digital technologies for marketing.
Contrary to the belief that the biggest challenge for brands is not being able to keep up with increased demand, the reality is that many brands lag behind consumers’ expectations. This can be attributed to shifts in the role of consumers from passive observance to enabled dominance. Instead of being content with buying fashion products, the advancements in technology have empowered them to want more out of their favourite brands.
Customers want to be able to interact, influence, and belong as one with the brand from which they buy. As a result, the vast majority of customers use digital channels throughout their buying process, making digital marketing even more important than before.
Aside from setting new standards of service and experience, brands are expected to shift from being a product brand to one that shapes and implements consumer-centric marketing initiatives. Since there are no more typical consumer segments, geographies, and one-size-fits-all solutions in this day and age, becoming a digitally-savvy brand is imperative for the success of brands. Thus, regardless of your role in the fashion industry, it is always important to stay up to date with the latest marketing trends by reading up on the news or even enrolling yourself in a digital marketing short course.
By making use of artificial intelligence (AI), you can adapt to constantly changing consumer behaviour whilst making accurate predictions on future trends. One such example is Zalora.
The brand uses AI across multiple platforms such as Facebook and Instagram to re-engage website and app visitors with the products they have browsed recently.
Furthermore, the brand also uses retargeted banner ads on third-party websites to feature visitors’ recently-browsed products. Other brands like Revolve collect consumers’ data by tracking their behaviour on-site. This helps them understand their tastes so that they can curate products that suit consumers’ styles and showcase them the next time they visit the site.
A survey conducted by McKinsey back in 2019 has shown that hyper-personalising your emails, social media interactions, and communication strategy can increase up to 15% of your brand revenue.
Learn how to do it in our Inbound Marketing course
As a result of COVID-19, foot traffic has significantly decreased, resulting in many brands shifting to e-commerce. Therefore many digital marketing courses in Singapore are constantly focusing on the latest trends and strategies brands can equip themselves with.
Some of these strategies include assessing the fundamentals of your business to help you identify pain points that can potentially be addressed through technology. One other strategy covered in specific digital marketing short courses is digital channels that work best for your business - SEO blogs, e-commerce platforms, social media content.
You may be interested in: How to Create an E-Commerce Website with Shopify
The pandemic has pushed brands to rethink their realm of possibilities and marketing strategies. Brands such as Dior launched a series of teaser posts on social media which eventually built up to the runway show online.
On the other hand, Shopify has been experimenting with augmented reality (AR) to create an improved and seamless experience for all their consumers, ultimately increasing brand awareness and sales.
Don’t just jump into the deep end of the marketing pool! While it is important to update your business processes and improve digital capabilities, you should also take a step back to gather more information and re-evaluate your marketing strategy. Attending a digital marketing course in Singapore, whether online or in-person, equips you with the skills and strategies you need to engage with your consumers and build commercial growth.
From understanding SEO techniques to performing inbound marketing, to even identifying marketing communication opportunities in new media, the Textile And Fashion Industry Training Centre is a design school in Singapore offering a wide range of digital marketing courses to help you grow your brand. Do not hesitate to contact us today for more information.
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