People can’t seem to get enough of fashion. This industry has grown immensely in the last few years, and it doesn’t show signs of stopping. One of the contributing factors is the rise of digitization, which was brought on by the Covid-19 pandemic. People could no longer shop in their favorite stores, so they turned to the internet for help. Big and small fashion brands alike had to focus on eCommerce. And it seems that this trend is here to stay. After all, it entails increased sales due to the larger international customer pool.
With so many online fashion retailers, fashion labels need to stand out. That’s where PR and marketing can work together to drive success. So, let’s look at some of the top fashion PR and marketing trends for 2023. Because as a PR and marketing professional, there’s nothing more important than keeping up with trends.
1. One of the top fashion PR and marketing trends for 2023 is integrating politics
Until recently, fashion retailers viewed politics as a taboo subject. The reason is clear; they feared losing customers because of the political views promoted. Of course, this can still be the case. But as the saying goes: you win some, you lose some. Nowadays, customers are becoming increasingly interested in who they are buying from. That’s why taking a stance is more important than ever. Not to mention that clients might lose interest if a company stays neutral.
So, how can you integrate politics? Some fashion brands included political statements on their websites and social media posts. Others even created clothing lines that supported specific political ideas. These messages can refer to any current issue, from presidential elections to political movements such as #MeToo and #BlackLivesMatter. On the one hand, this PR and marketing strategy can help a company earn credibility and attract customers. On the other hand, it can contribute to making the world a better place.
2. Promote ethics and sustainability
As previously mentioned, the company’s views on social and political issues matter to customers. But that’s not all. One of the top fashion PR and marketing trends for 2023 is promoting ethics and sustainability. More and more clients are looking for sustainable clothing to protect the environment. And they also want fashion labels to be transparent about their work ethics. The growing concern over these topics is causing significant changes in the fashion industry. And you should stay on top of them. Show customers that the company you represent shares their concerns, and they will place their trust in it.
3. Inclusivity is key
In recent years, fashion has started to embrace inclusivity. Specifically, fashion labels are making an effort to adapt their clothes to various body shapes and skin tones. Therefore, in 2023, you should consider focusing your PR and marketing on this aspect. Help customers celebrate their bodies and drop the shame. Create visual content that includes models of different body types and races. Speak up about this issue and fight for change. Customers will appreciate it greatly.
4. Use influencer marketing
Fashion labels used to rely on traditional advertising to market their products. This usually included fashion magazines and TV ads. However, with the rise of digitalization, these traditional channels have mostly been replaced by digital ones. There are many strategies and tools to choose from, but in 2023, you should also build an influencer marketing program. This is crucial because customers rely more on influencers’ expertise when choosing fashion labels. Moreover, by using multiple social media platforms, influencers reach many people. Therefore, this is a great way to market a brand with minimum effort.
5. Focus on visual commerce
There’s no denying the power of social media for PR and marketing. So, you should always make use of it. However, once again, following the trends is crucial. For instance, the rise of TikTok has made sharing short-form videos extremely popular. This is a great way to engage with younger customers. You should also try shoppable videos that make purchasing a lot easier for clients. And don’t forget about live videos that help companies communicate directly with their audience. This is a great way to share the company’s views on various topics and answer customer questions. Thus, in 2023 you should focus on visual commerce.
6. Use customization in more ways than one
Another top fashion PR and marketing trend for 2023 is to use customization. Customers will always seek and appreciate personalized experiences. On the one hand, you can analyze clients’ purchase histories and wish list products and offer them customized recommendations. For instance, you can display those recommendations on the company’s website or send them via email. To add a special touch, you should also consider including the customer’s name in the body of the email.
On the other hand, you should advise the company you represent to offer customizable products. The options should be creative but not too varied. After all, you’re not representing a print shop. Furthermore, the experts from Convert More suggest displaying a widget next to those products. This way, customers can easily connect with the sales team should they have any queries.
7. Omnichannel retailing is the way forward
Retailing has gone through many changes over the years. It went from single-channel to multi-channel and, more recently, to omnichannel retailing. This model is designed to improve user experience and simplify retailers’ lives. Specifically, it synchronizes all sales channels so that retailers no longer have to manage them separately. As a result, retailers can finalize and deliver orders faster, thus boosting customer loyalty. As a PR and marketing professional, you should research this model and recommend it to the company you represent.
In the fashion industry, keeping up with trends is vital. And this doesn’t just apply to fashion trends. PR and marketing professionals need to stay on top to ensure smaller clothing companies’ survival. After all, this is a fast-growing and competing industry where new companies emerge every day. So, if you want to maintain the visibility and success of the company you represent, consider these top fashion PR and marketing trends for 2023.