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Fashion Marketing Timeline

A timeline of technology advancements and new marketing trends over the last ten years.

Rachel Toth

on 1 December 2010

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Transcript of Fashion Marketing Timeline

A Decade of Fashion Marketing 2001 Viral Marketing Guerilla Marketing High - Low Designer Collaborations Celebrity Affiliation Designer &
Artist Collaborations Innovative Marketing Techniques Viral Marketing is a marketing strategy in which websites and social networking sites are used to increase brand awareness. Viral campaigns rely on word of mouth to reach large groups of people. For this reason the content of Viral Marketing videos or interactive games must be shocking, funny or have an interesting plot in order to create interest. Guerilla Marketing is a strategy in which unconventional means are used to gain brand awareness. It was initially invented as an alternative to expensive marketing campaigns, but has evolved into a strategy that brands of all kinds use. It involves creativity and often involves interaction. High - Low designer collaborations involve a luxury designer working with a lower price point brand. Typically the luxury designer will design a collection for the mass market brand and it will only be available for a limited time. Celebrity affiliation is when a brand chooses a popular figure to be their spokes person, or to represent their brand in either print, TV or alternative media campaigns. Designer and artist collaborations involve a designer working closely with an artist on things such as prints, collections, instilations and visual marketing. By: Rachel Toth Apple released the first ipod on October 23rd, 2001. It was a breakthrough MP3 music player that could hold up to 1,000 quality cd songs. The device was 6.5 ounces and could fit into a pocket. “With iPod, listening to music will never be the same again.” - Steve Jobs One of the first viral marketing campaigns was originally a TV commercial in 2001. Agent Provocature hired Kylie Minogue to wear their lingerie in a racey commercial that proceeded to get banned from television and become a viral internet video. The campaign helped Agent Provocature gain brand awareness, and having it banned ended up being in their favor. A very successful celebrity collaboration was when Ralph Lauren hired Penelope Cruz to be in their Glamorous campaign. It involved both print and TV commercials. 2002 2003 2010 2009 2008 2007 2004 2005 2006 This was the year that fashion blogs started to really gain momentum. Blogs such as www.thebudgetfashionista.com were popular reading in the fashion community. Katherine Finny, the writer of the budget fashionista was even invited to attend New York Fashion Week in 2002. A celebrity affiliation that has lasted for years is Catherine Zeta Jones and Elizabeth Arden. In 2003 Catherine signed on to be the spokes person for Elizabeth Arden and started their 'Open for Beauty' Campaign. Designer Louis Vuitton and artist Takashi Murakami collaborated to create the Louis Vuitton print that became an instant success. Facebook was created in 2004. Originally designed for university students, the social networking site now has over 350 million users and has opened up new avenues for marketing and promotions. Karl Lagerfeld and H&M collaborated in 2004 to create a lower priced line for the H&M customer. This collection was the beginning of high - low designer collaboration trends. Calvin Klein hired Hilary Swank to appear in print ads for Sensual Support Underwear. The ads show a sexier side of Hilary Swank than usual, which created buzz around the campaign. In 2005 three former PayPal employees created Youtube, a video sharing website that hosts user content. Youtube set the stage for Viral Marketing campaigns to become successful, and is an easy way to track the success of a video. One of the first videos that went viral on YouTube was a Nike video of footballer Ronaldinho dancing the samba with a football. It was a huge success and became well known around the world. The cosmetic company Dove created a video called Dove Evolution in which a model goes through the process of a photo shoot and the photoshop adjustments that take place before the picture is used for advertisement.The video was a success and is still being viewed on YouTube today. Maybelline did a billboard guerilla marketing campaign for their Max Factor waterproof mascara. The billboard had a picture of a womans face with make up on, but when it rained the mascara on one eye ran down the billboard. It was eye catching and fun for the public to watch. Burberry shot a print ad of Rachel Weiss and Loan Gruffudd for their Burberry London Cologne and Perfume. The ads were shot in London and conveyed a feeling of comefort. In 2007 the smartphone phenomanon began. Apple released the first iPhone on June 29th. Kate Moss designed her first collection for Top Shop. Although Kate Moss is not a luxury fashion designer, her popularity allowed her to create collections for Top Shop that were purchased by her followers. Kate Moss continued to design a Top Shop line for 3 years, and her final line will be in 2010. Marc Jacobs decided on an interesting celebrity afiliation for his 2007 ad campaign. Instead of having a regular model showcase the clothing he hired child star Dakota Fanning. Specialty clothing was made for her smaller frame and several shots were used for print ads in Magazines. There was a bit of controversy over the use of a child in an add, but it only helped the brand gain customer awareness. Nivea Launched a Guirella Markeing Campaign by placing the 'Nivea Bench' in public areas for the public to sit on and see. The intention was to promote their new product Good-bye Cellulite. 2008 was a big year for collaborations. Jonathan Saunders collaborated with Target to produce a line of ready to wear clothing at a low price point. Other collaborations that happened in 2008 were with designers and artists. DKNY paired up with comic book artist Paul Pope to create graphics for a line of shirts and hoodies, and Versace collaborated with Dutch collage artist Tim Roelof for their spring summer collection. The collaborations continued in 2009. Norma Kamali designed a collection for Walmart. It consisted of womens business apparel and was sold at a low pricepoint to target the Walmart consumers. Arkaden, a Swedish fashion brand launched a guerilla marketing campaign on bus stops and billboards. The campaign consisted of mirrors with pictures of styled outfits on top. The idea was for customers to 'Get Fab' by looking in the mirror and seeing themselves in the Arkaden clothing. The only major problem with this campaign was that customers with different body types from the models were insulted by the mirrors and claimed that the ads were promoting body image issues. Viral marketing is becoming more popular each year. Technology advancements such as smartphones are making it even easier for consumers to view videos and spread the word. Two successful marketing campaigns that happened this year were the Zappos customer service videos and the Nike 'Write the Future' campaign, which refers back to its first viral marketing campaign in 2005. On November 10th of this year Ralph Lauren showed the first 4D fashion experience. The Light show was created to celebrate ten years of technology advancements in the company. The show was staged on buildings in New York City and London. This appears to be a sign of things to come... Volkswagon created a guerilla marketing campaign called the fast lane. They set up "fast lanes" in random places such as grocerie stores and by escelators. This campaign went from guerilla to viral within hours. 1 2 3 4 5
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