Only in 2011 fashion industry was worth almost 3 billion U.S dollars, this industry employs many techniques to persuade people to spend their hard-earned money on garments they don’t necessarily need in their life. Bruno Remaury explains that traditional marketing is based on need. Companies produce a product that corresponds to an existing demand and attempt to prove that their product is the best in its category. But fashion is based on creating a need where, in reality, there is none. Hr concludes that fashion is the factory that manufactures desire.
Stewart Pearson in his book “Building Brand Directly” explains that brand is a combination of features (what the product is), customer benefits (what needs and wants product meets) and values (what the customer associates with the product). In order to follow the global trend, fashion retailers are now trying to create emotional connections with their customers through emotional branding & tapping into all five senses (vision, touch, taste, smell and sound). Companies should aim to establish more powerful connection with their customers, who can ‘feel’ the brand on many different levels – often in a deeply emotional way. Fashion brands aim to create a credible, sincere emotional connections with the consumer to be able to command higher consideration and solidify brand loyalty.
In the book “Fashion Brands” by Mark Tungate brings Prada as an example of the company which was able to understand that the brand message had to be carried right through from advertising to clothing store. Nowadays, clothing brands are building the entire universe around their garments by creating an experience when shoppers can spend time investigating and considering the desired products with the high level of “involvement”. The key to a successful fashion label lay not just in the garments but in the universe surrounding them.