Blog: Leonie BarrieInternet boost for fashion branding

Leonie Barrie | 10 September 2004

A new study suggests that the internet is a strong favourite for boosting the awareness and image of fashion brands, and that cable television and cinema advertising also stand a better than average chance of enhancing the way people see brands. But why should this be the case when other media such as magazines, billboards and catalogues are still the most likely routes to promote a fashion line?

Brand Keys, which carried out the survey, says that as fashion becomes more and more undifferentiated, the traditional approach becomes less and less effective. Choosing the internet, for example, helps a brand stand out from the crowd – and also gives it more control over its marketing messages. There’s a word of warning too: the number of ‘hits’ does not necessarily mean positive images are conveyed. The websites must also convey strong values, enhance positive connotations, and increase purchase propensity, the study found.

Given the amount of money that is spent on branding it’s astonishing that some companies still lack of a strong online presence. Calvin Klein was singled out as lacking in the web department – but I can think of many that have all-singing, all-dancing websites that are impossible to navigate or otherwise don’t contain even the most basic corporate information. And there's no doubt it does reflect badly on the company concerned.


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