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.


BLOG

Vietnam's textile-garment plan hits hurdles

domestically-made textile inputs remains a major problem that continues to hinder clothing manufacturers in the country....

BLOG

Levi Strauss leads on green supply chain in China

Sustainability remains top of mind for the industry with Levi Strauss, Adidas and C&A ranked amongst the leading brands to have made progress in environmental supply chain management in China over the...

BLOG

UK clothing exports to US to be hit by further 25% duties

Cashmere jumpers, anoraks and swimwear made in the UK and exported to the US are among products being hit by an extra 25% tariff as part of the ongoing dispute between the US and the EU over aircraft ...

BLOG

New US trade trends taking shape?

In a reversal of trends seen in July, the three Central American countries that are the largest suppliers of clothing to the US – Mexico, El Salvador and Honduras – saw a dramatic fall in shipments in...

just-style homepage



Forgot your password?