WRITTEN BY Caitlin Jardine
What external influences can increase a brand relevance and provide an innovative marketing strategy? Diving into how this has proved to be successful within the fashion industry in particular.
Being in tune with pop culture
There are other ways that brands can boost relevance rather than changing the brand, product, approach or design… and that’s collaboration with relevant pop culture references. Whether that be collaborations with new releases of films or popular TV shows, new and upcoming artists or sporting events, it is an easy win for brands to boost relevance in their marketing campaigns and on social media.
Particularly when looking to make a campaign go viral on social media, it’s finding ways to remain relevant and part of the conversations already happening among social contexts. By identifying areas of interest, movements, cultural references, pop culture, moments and aligning with those whilst remaining true to the brand and keeping the brand DNA, you can reach brand growth, success and relevance, without changing who you are as a brand.
For example, Balenciaga and their collaboration with Fortnite in 2021 as well as their Simpsons collab in 2022 and dressing Kim and Kanye during their divorce in 2020, these are all viral campaigns that dominated social media feeds of the time. Whilst they are arguably unrelated concepts and mediums to the fashion house, Balenciaga successfully created a buzz and awareness for their brand but the clothing and aesthetic stayed completely the same.
Gender politics
Audiences love brands that stand up for what they believe in and that they can align their own personal values with, however achieving inclusivity and diversity can be difficult. What it doesn’t mean is putting out a gender free capsule collection, but instead just assessing the selection that you currently have, and making it more inclusive and accessible to anybody who might want to buy it. Like expanding a shoe size range for example, of which underpins a restriction to consumers who may really want your product but physically cannot purchase.
With progression of expression and acceptance of gender Identity, men are more willing to dress up and are consuming fashion more than ever. They are adapting a shopping style that is typically seen as more feminine, therefore brands should be considering removing the categorisations of a product. In particular Gen ‘Z’ are moving away from the stereotypical binary opposites that we are used to seeing and retailers need to harness this opportunity.
In doing so, brands will appease to these audiences on social media, or are likely to tweet about or share an Instagram story in sharing their opinion on how they are in favour and huge fans of your latest campaign.
Influential figures and industries
With the increasing importance in incorporating of pop culture into fashion, it is an good idea to consider using celebrities or figures of an alternative industry rather than those typically seen within your brand’s space. This something that we have seen plenty of in, for example, the last few fashion seasons.
Sometimes the element of the unexpected may increase attention to a campaign and drum up interest that consumers may have not considered buying into before. As an example, Levi’s collaboration with Marcus Rashford, a footballer who we mainly see in sportswear, embellishing the Manchester United logo on a football kit, is a huge contrast to us seeing him championing the Levi’s denim brand. With this technique Levi’s are expanding and reaching a further audience who now want to buy into the brand because of the influence of their role model. It further communicates the message of inclusivity and that Levi’s can be worn and enjoyed by everyone. It carries the underlying message that anyone can be a part of the Levi’s lifestyle and how Levi’s can be a part of theirs.
By incorporating another industry and tying it into the brand, it is maximising the attributes associated with brand name and creating those subconscious links made by consumers. Whether it’s pioneers of music, football, art etc, the brand is becoming part of the pop culture of which audiences can relate to. The use of bigger profiles as ambassadors, by tapping into a passion point of that target audience, initiates a relationship with a secondary audience who can connect to their brand through their personal interests.
The Arts Driving Media Impact
Moreover, Levi’s utilises its investment in the music industry and with its focus on working with music, extends it’s reach and makes it meaningful to a whole new audience. For example, Levi’s involvement with the music industry and music being a consistent theme within the brand and its message. In 2021 their collaboration with Khalid as well as LevisxSkepta and LevisxMabel amongst a plethora of other music artists, via music, Levi’s can tap into a new community, and elicit an emotional connection with their primary consumer base as well as a possible secondary audience. Music is a hugely powerful way in which people can feel connected – whether that may be to an musical figure, emotion/feeling or experience. It’s a two way communication and a collective experience for those making music as well as those listening. Music can be used to achieve a variety of things such as to deliver a message, connect with individuals on a deeper level. By a brand aligning themselves with an artist, in such partnership they become part of the community and that overall connection with that the fans hold with the artist.\
Influencers
Musicians, actors, comedians; people that exist in the arts have driven more media impact value at every fashion week than traditional fashion influences that have built a following based on fashion. Whether that’s through Netflix or music , people are more culturally attune in wanting to be a part of a universe where their favourite artists and/or comedians align with their favourite fashion brands and they want to identify these networks of creativity.
Harry styles in collaboration with Gucci was a great example of this in action. It’s synergy is extremely powerful and the brand power that Gucci built based on this combining talent have proved to be much more impactful. Hosting one musician to represent a campaign or collection is way more powerful than having a front row full of influencers.
Television
Moreover, TV is also another way in which pop culture can strongly present itself and prove to be successful within marketing of different industries. The release of Stranger things 3 led the infamous Kate Bush track coming back into top 10– melding the two mediums to a mutual benefit. Brands must be aware of and attune to those trends in pop culture and identify synergies where they can align.
This cultural relevance extends further, leaning into sport. Going beyond athleisure wear, more unexpected alignments with luxury fashion brands, are being put into the spotlight. Such as golf/tennis/skateboarding/tennis, empowering and inspiring individuals when it comes to their fashion choices. It might be a TV show or documentary brought to life among the sport, increasing its popularity and relevance to audiences in culture outside of fashion. Finding a way to bring that into the industry and align with it, will encourage people who are inspired by these different sports or interests to impact their style preferences, and developments in fashions as a whole. This may even include working within these interests to encourage people to take part in more sports by utilising fashion in a way to extend the audience’s interest. Merging audiences of a different industry and creating a further reach, projecting messages to two sets of audiences.
Looking ahead
With web 3.0 the metaverse in its infancy, the concept of virtually existing and wearing fashion in the metaverse and it’s ability to meet – pose questions of the direction we are heading in. Much like with social media, eventually we will all have these spaces/profiles within web 3.0 and digital trends will develop. Nike already use this technique and partner with brands such as Snapchat in styling the Bitmoji avatar’s of it’s users. Currently it’s in early stages and centralisation needs to happen initially, but it’s likely we will then see a really exciting and game changing shift within the virtual world specifically.
Resources
Check out our last related blog to gain further insight into marketing strategy.