Blog: Internet 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.
Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...
This week our focus turns to first thoughts from a panel of industry experts consulted by just-style on the challenges and opportunities likely to face the apparel supply chain in 2017, with prospects...
Welcome back after the holiday break, and from the team here at just-style I’d like to wish all our readers a happy and prosperous New Year....
Apparel sourcing is a complex process built on a mix of location, logistics, lead-time, price, compliance, risk and reliability. And it's in a constant state of flux as retailers, brands and manufactu...
- Apparel factory auditing is in the firing line
- How US border adjustment tax could affect apparel
- Trump and the apparel industry – Infographic
- "Buy American, Hire American" to guide Trump trade
- Ten retail trends to watch for in 2017
- Trump signs order to withdraw from TPP
- UK clothing factory workers paid half minimum wage
- Brands need to tackle Turkey factory refugee abuse
- Auditing "in need of reinvention" says new project
- Patagonia launching circular economy platform
- Outdoor performance apparel 2016: A broader perspective
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Global apparel markets: product developments and innovations, October 2016
- Anti-odour clothing: fresh fashion for an active lifestyle
- Global market review of lingerie – forecasts to 2022