Source: The Business of Fashion
Summary
The Business of Fashion’s conference brought together fashion and beauty executives to discuss the shift in search and marketing strategies, focusing on audience ownership and engagement over platform scale. According to the discussion, the industry is moving towards a more personalized approach, prioritizing direct relationships with consumers. Executives emphasized the importance of owned media in this new landscape. The conference highlighted the need for brands to adapt to changing consumer behaviors and technological advancements.
Our Reading
The trend returns with a new name.
The focus on owned media and audience engagement is reminiscent of the early 2000s, when brands first began exploring the potential of social media and influencer marketing. The emphasis on direct relationships with consumers is a rehashing of the “customer-centric” approach popularized in the 1990s. The shift towards personalized marketing is a natural progression of the “segmentation, targeting, and positioning” (STP) strategy that has been a cornerstone of marketing for decades. The conference’s emphasis on adapting to changing consumer behaviors is a familiar refrain, echoing the sentiments of marketers in the early 2010s. The so-called “new” approach to marketing is simply a rebranding of old ideas.
Author: Evan Null
