With so many people online nowadays, I believe that the future for marketing and advertising is going to be on the internet. We’re already seeing this with bloggers already claiming some share of the advertising budgets of companies such as Levi’s who advertised here at The Runway Scoop not too long ago. Then Chanel caused a stir when it invited some of the top beauty bloggers to Paris.
However, companies could take it a step further and create online communities where loyal fans could offer feedback on designs and perhaps take part in designing upcoming collections. It could be similar to the community that Starbucks created with the launch of My Starbucks Idea. I still have yet to see something like this in the fashion industry.
Yes, we already have fashion communities where fashionistas gather to talk about the brands that they love, but what if a fashion brand like Gucci created a dedicated site where Gucci enthusiasts could hang out? I don’t know how much Gucci spends on ads in major fashion glossies, but I bet it would be much cheaper to build and maintain an online community. People often forget those ads in magazines, but they won’t forget to visit a website - especially if its interactive and engaging. For example, users could upload photos or videos of themselves wearing Gucci clothes, they could share thoughts about the latest collection in a forum, or enter design contests. That kind of advertising would attract more customers, don’t you think?
Have any other ideas on how fashion brands could make better use of their advertising money?
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