PR and Marketing Rules for fashion and luxury is slightly different from what you find for conventional brands. The product is usually high-end and the associated target market is inevitably more wealthy. What’s more, recent PR trends and the appropriate channels of communication have evolved significantly over the past few years and these changes often require a new perspective.
But how exactly does this translate to PR and marketing? More specifically, where should fashion or luxury brands be focusing their efforts in the year ahead?
Let’s take a look at five new rules for PR and marketing for fashion and luxury brands in 2019:
1. Focusing on the Most Lucrative Social Media Platform – Linkedin
Social media is still the quickest and most effective way to establish relationships online. For fashion and luxury brands, the search and filter process also makes social media the easiest way to reach the right target market. However, there’s a good reason to believe that LinkedIn could be the most effective and relative social media channel for these brands in 2019.
LinkedIn has the wealthiest demographics of any social media network. Fashion or luxury brands need to attract these individuals who have a particularly high level of disposable income. In fact, LinkedIn mostly consists of millennials and generation Z which account for one-third of the world’s buying power.
What’s more, recent studies show that 41% of millionaires are currently registered on LinkedIn. LinkedIn’s spokesperson recently claimed that this fast-growing social platform has the most educated and vastly experienced audience in the entire category.
2. Embracing Chatbots for Improved PR & Marketing
Let’s be honest, most people use chatbots a lot more than what they know about them. Chatbots are extremely common in modern websites yet it would seem that most brands are still largely unaware of their importance.
The chatbot industry is currently worth close to half a million and expected to more than double over the next five years. Amazon, Ebay, and Facebook are just a few of the big names which deploy this artificial intelligence. This trend is likely to continue in 2019.
But how can chatbots improve PR and marketing for fashion and luxury companies?
Chatbots increase engagement among users. They are known to improve customer retention rates. They can be used as a proven means of communication and the cost is significantly lower in comparison with conventional customer service, sales, etc.
On the other hand, at a time when the traditional call-to-action seems outdated, chatbots can be highly effective at compelling online users to signup, register or “click here now”.
3. Mastering Long Form Content and Recent Trends in Design
You may have noticed a significant drop or increase in terms of search rankings during the year. This was due to the new “Medic Update” by Google which made a clear preference for websites with long-form content. Fashion and luxury brands should embrace long-form content as part of their marketing strategy.
Web design trends are indicating some of the most crucial aspects that PR and marketing should be focused upon. For example, custom illustrations have become hugely popular over the past two years. They offer unique ways for brands to convey messages in more accurate and colorful ways. There has been a clear transition from standard typography to bold and elegant letters which can do a much better job of infusing personality into the actual text.
With this in mind, recent trends suggest that PR and marketing for fashion and luxury brands should pay closer attention to user interface design. Optimization should be done often to enable the companies to improve their conversion rates.
At Pressfarm, we help companies improve their conversion rates through studying how their websites are built, and finding errors or design mistakes that may be costing the company money. If your company is struggling with this, you can have a look at our Conversion Rate Optimization package.
4. Driving PR & Marketing through Stories
Instagram Stories reached a new paradigm this year with more than 300 million monthly users publishing story after story. This rise was nothing short of spectacular but it was also largely expected because more than 40% of professionals are using these stories as part of their marketing efforts.
But why are these stories so important?
Story-driven content is the fastest way to communicate information and connect with online users at the same time. Instagram stories are proving to be the most effective trend in modern marketing.
With this in mind, PR and marketing for fashion and luxury brands should think about how they can use stories to promote their brands. For example, maybe the brand can talk fondly about their customers or publish stories about talented individuals behind the products. Imagery, video, and illustrations are all fantastic tools for this story-driven content. Statistics show that storytelling is powerful.
5. Choosing Influencers over Ads and Measuring the Results
Facebook, Instagram, and Google Ads have really cleaned up over the past few years with every last business rushing to take advantage of “cheaper” advertising. It’s true, the rates for promoting and marketing on these channels are still considered low and an excellent means of reaching out to customers. We know that because we run both Facebook and Google advertising campaigns for our customers. However, recent trends suggest this focus is taking a new direction with more and more marketers focusing on influencers instead of traditional adverts.
On the other hand, calculating the true value of influencer marketing was one of the major issues for marketers last year. Most marketers were admittedly unsure as to what they should or should not be paying for in collaborations with certain influencers. In some cases, things worked out but the lack of measurable metrics meant that many marketing efforts came up short.
When you consider these recent trends and issues, it should be clear that influencer marketing is still highly important to PR and marketing for fashion and luxury brands. However, it will be just as important to measure these statistics in the coming year so that brands can ensure the best possible return on their investment.
As we edge slowly into the new year, it’s fully expected that the above trends will continue to play out and while things are likely to change by this time next year, these are certain rules that fashion and luxury brands should be taken seriously in the present.