LONDON FASHION WEEK X DIGITAL ADVERTISING FOR FASHION BRANDS

London Fashion Week is the clothing trade show that takes place in the capital twice a year, in February and September. Showcasing over a hundred designers to a global audience of influential media and retailers, it is one of the ’Big Four’ fashion weeks, along with the New York, Milan and Paris. As a consequence of Covid-19 and restrictions, the past two London Fashion Weeks were made almost in their entirety on a state-of-the-art digital platform. But this week, it’s making a partial return to its former physical glory, with 130 designers showcasing their Spring/Summer 2022 collections on physical catwalk shows and digital presentations.

Now that’s it back, what better occasion to talk about the landscape of digital advertising for fashion clients?

We’ll start with a statistic. Social media has become a critical marketing tool for fashion apps recently: the global online fashion market is predicted to grow to $872 billion by 2023 according to Statista.And 74 percent of consumers rely on social networks to help them make purchase decisions.

In that same vein, data from ShippyPro suggests that discovered that the increase in online sales during the peak shopping season of 2020 did offset the losses in offline purchases for 69% of fashion brands. Fashion was actually the highest category for having online purchases offset offline losses. This shows that clothes shopping online is still going strong, which means the opportunities to advertise your brand digitally will also grow.

The fashion industry’s focus on lifestyle, aesthetic and culture gives marketers ample opportunity to use social media to drive growth, increase brand loyalty and drive traffic to their site/apps. Moreover, leading fashion brands have proven the power of social media marketing across multiple channels.

However, competition in UK fashion retail has been cut-throat in recent years because  online has fundamentally changed the rules of the game- and now brands need to stand out from one another when they advertise digitally. Consumers like to interact with brands they buy from, especially in the digital world, and if a brand’s ads don’t entice them, it’s likely they won’t buy from their shop.

Similarly to this, as consumers are increasingly researching and shopping for  their clothes online, many fashion brands are playing catch-up when it comes to evolving their digital strategy.

Here at Click Tap Media, we have many fashion brand clients, including Isabel  Marrant , Paul Smith  Yours clothing, Perry Ellis and  Missguided. We also manage their  social accounts, including Facebook, Instagram, Twitter and Pinterest as well as successfully  running  their campaigns for them, adapting to the changes of the advertising world,  which is especially needed for  fashion retailers advertising online.

At Click Tap Media, we’re equipped to deal with the challenges posed by advertising digitally for fashion brands.  We have a holistic understanding of the market, leading to a greater economic understanding of how these brands operate and how their potential customers do as well.  We can successfully  manipulate how they come across on ads, and importantly- make them stand out.

We have the tools and data to understand customers based on their online behaviour and how they interact with brands- using these facts is an approach that delivers strong results for our clients.

We also have the tools to break down where people are converting down the advertising funnel and then invest more in those areas of the digital campaign. We help our fashion clients to grow by introducing new channels/ strategies to expand the reach of our campaigns, and furthermore, we make sure the campaign ads are cultivated to each platform, uniquely to drive the most interaction, and then click through rates.

The digital advertising world may always be changing, but Click Tap Media will always keep up.

Running from Thursday 16 September until Tuesday 21 September, LFW is entirely gender-neutral and will see a number of landmark menswear moments taking centre stage. Tiger Of Sweden, Erdem, Charles Jeffrey Loverboy, Margaret Howell, Saul Nash, Stefan Cooke, Labrum London and Steven Stokey-Daley will all be presenting their collections IRL, while Vivienne Westwood, Molly Goddard and Edward Crutchley will show theirs digitally.