The rise of emotional branding in fashion
Stefanie, coach fashion marketing at Online Heroes, on the rise of emotional branding: "In a volatile and highly competitive market, brands are struggling to distinguish themselves and attract customers. The secret is in emotional branding. There is a necessity for expressing authentic personalities, good vibes and warm glows. More than ever, consumers want the real connections and bonding. This means that personal feelings and experiences are more important than unmemorable technicalities such as products and innovations."
Stefanie: “Create a self-identity in society, treat your public as people rather than clients, give them an experience, make them dream and help them to achieve those dreams, create a community around it and give them a voice.”
In a recent presentation by fashion journalist Veerle Windels ‘Is fashion out of fashion?', we spotted some great examples of brands that master in making connections and apply emotional branding by experiences and dreams.
“Create a self-identity in society, treat your public as people rather than clients, give them an experience, make them dream and help them to achieve those dreams, create a community around it and give them a voice.”
1. Levi’s has launched their Levi’s x ‘Stranger Things’ capsule collection. These are the exact clothes the characters are wearing on the show. So, yeah, you'll basically be twinning with your favorite Stranger Things characters when wearing these offerings.
2. The avant-garde design duo Viktor & Rolf sent stiff, A-line gowns of colorful, layered tulle down the catwalk during their recent Couture show in Paris, aptly title Fashion Statements. The dresses went viral on social media, shared widely across every fashion magazine and meme-maker’s Instagram account.
3. Façon Jacmin on tour, the brand understands how to come close in style. With this minivan they go on tour to festivals, markets and more to connect and display the brand.
4. Take a seat at the sneaker bar in the NYC Nike store, for members only.
Time to focus on models and strategies that include sensory branding, cause branding and empowerment.
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