Unlocking Success: Fashion Marketing on the Open Web
Posted: Wed Jan 22, 2025 6:51 am
Although fashion shows are essential events for the fashion industry, the high costs associated with organizing such events, often ranging from $125,000 to more than $300,000 , are beyond the reach of many brands.
To gain visibility without breaking the bank, fashion brands can turn to the Internet. By strategically placing their ads alongside the latest news and updates from these iconic catwalks, brands can not only associate themselves with Fashion Week without the high price tag, but also expand their reach to new, highly engaged audiences.
The Balance: Performance Marketing and Brand Building
One of the main challenges that fashion brands currently face is finding the right balance between performance marketing and brand building.
According to BoF, relying too heavily on social media as a primary tool to drive sales has proven to be less effective and cost-effective for fashion brands. The declining profitability of paid social media and search channels has forced marketers to rethink their strategies and explore alternative channels that reach customers at later stages of the funnel such as the open web, where purchase intent is highest. In fact, social fashionistas are 85% more likely to learn about new brands and products through online magazine or newspaper ads, compared to all internet users (GWI, 2022).
Fashion brands are therefore turning to digital advertising platforms to drive bottom-of-funnel conversions and cope with this changing landscape. For example, fashion brand Marc O’Polo effectively engaged its target audience and achieved up to 1500% ROI on ad spend through the Outbrain platform .
To achieve balance, marketers must ensure that they do not neglect the importance of brand building, even in turbulent economic times. Consistent investment, including upper funnel campaigns, is essential for sustainable growth and customer loyalty, even when the immediate impact on sales is not easily measurable.
Leveraging First-Party Data Through Contextual Advertising
In their quest to create meaningful and lasting relationships with media directors email database consumers, fashion brands are turning to first-party data, finding greater ROI in channels that offer the opportunity to build direct relationships with customers. Platforms with strong media relationships can provide this valuable data that can improve targeting accuracy and ROI.
Providing value is key for the user when sharing data; according to a recent survey , over 50% o customers said they are more likely to share data if they receive something in return. Because contextual ads are more informative, clear, easy to read and interesting , the consumer receives greater value, which reinforces trust between the public and brands.
When we combine the power of contextual advertising with advanced AI, we unlock even greater potential to improve consumer experience and campaign results. This fusion allows fashion brands to select advertising inventory based on their campaign-specific KPIs, resulting in a 92% increase in accuracy compared to traditional targeting methods.
To gain visibility without breaking the bank, fashion brands can turn to the Internet. By strategically placing their ads alongside the latest news and updates from these iconic catwalks, brands can not only associate themselves with Fashion Week without the high price tag, but also expand their reach to new, highly engaged audiences.
The Balance: Performance Marketing and Brand Building
One of the main challenges that fashion brands currently face is finding the right balance between performance marketing and brand building.
According to BoF, relying too heavily on social media as a primary tool to drive sales has proven to be less effective and cost-effective for fashion brands. The declining profitability of paid social media and search channels has forced marketers to rethink their strategies and explore alternative channels that reach customers at later stages of the funnel such as the open web, where purchase intent is highest. In fact, social fashionistas are 85% more likely to learn about new brands and products through online magazine or newspaper ads, compared to all internet users (GWI, 2022).
Fashion brands are therefore turning to digital advertising platforms to drive bottom-of-funnel conversions and cope with this changing landscape. For example, fashion brand Marc O’Polo effectively engaged its target audience and achieved up to 1500% ROI on ad spend through the Outbrain platform .
To achieve balance, marketers must ensure that they do not neglect the importance of brand building, even in turbulent economic times. Consistent investment, including upper funnel campaigns, is essential for sustainable growth and customer loyalty, even when the immediate impact on sales is not easily measurable.
Leveraging First-Party Data Through Contextual Advertising
In their quest to create meaningful and lasting relationships with media directors email database consumers, fashion brands are turning to first-party data, finding greater ROI in channels that offer the opportunity to build direct relationships with customers. Platforms with strong media relationships can provide this valuable data that can improve targeting accuracy and ROI.
Providing value is key for the user when sharing data; according to a recent survey , over 50% o customers said they are more likely to share data if they receive something in return. Because contextual ads are more informative, clear, easy to read and interesting , the consumer receives greater value, which reinforces trust between the public and brands.
When we combine the power of contextual advertising with advanced AI, we unlock even greater potential to improve consumer experience and campaign results. This fusion allows fashion brands to select advertising inventory based on their campaign-specific KPIs, resulting in a 92% increase in accuracy compared to traditional targeting methods.