BUILDING EMOTIONAL CONNECTIONS IN A DATA–DRIVEN WORLD
As the fashion industry enters a new era, the marketing landscape is undergoing a profound transformation. For years, performance marketing dominated the scene with its promise of trackable, instant results. However, rising costs and the tightening grip of data privacy regulations have pushed brands to rethink their strategies. Now, the spotlight is shifting back to brand marketing—a holistic approach that prioritizes emotional resonance and long-term connections with consumers.
A Jacquemus pop-up. Credit: Jacquemus
Key Trends Driving the Change
Escalating Costs of Performance Marketing:
The rising expense of instantly trackable performance marketing has diminished its allure, forcing brands to explore new ways of engaging consumers. Data privacy regulations have further restricted targeted marketing, emphasizing the need for creativity and authenticity in brand outreach.
Executive Priorities in Marketing Spend:
According to the BoF-McKinsey State of Fashion 2024 Executive Survey, 71% of fashion executives plan to increase their brand marketing budgets this year, compared to 46% who will do so for performance marketing. This signals a fundamental shift in how companies approach customer engagement.
Emphasis on Emotional Connections:
As consumer behavior evolves, marketers recognize the value of creating compelling narratives that extend beyond product offerings. By fostering emotional connections, brands can differentiate themselves in an increasingly saturated media landscape.
Lessons From Leaders: Redefining Brand Identities
Successful examples in the fashion industry showcase how holistic brand marketing can reshape a company’s position in the market:
Hugo Boss: The German label revamped its identity by targeting distinct demographics with its sub-brands "Hugo" and "Boss." This included high-profile campaigns featuring ambassadors like Hailey Bieber, immersive events, and collaborations, leading to record sales of €3.65 billion in 2022.
Zegna: By streamlining its branding and partnering with streetwear labels like Fear of God, Zegna expanded its reach from tailored suits to luxury leisurewear, achieving a 16% rise in sales in 2022.
New Balance: Leveraging strategic collaborations with partners such as Aimé Leon Dore and Joe Freshgoods, New Balance strengthened its cultural relevance and became a leader in sneaker resale markets.
Crafting Tomorrow’s Brand Marketing Playbook
To succeed in 2024, brands need to adopt multi-faceted strategies that build emotional resonance and amplify their stories through diverse channels. Here’s how they can do it:
Authentic Storytelling:
Consumers increasingly seek meaningful connections with brands. By showcasing founder-led narratives, like Miuccia Prada for Miu Miu or Jonathan Anderson for Loewe, brands can personify their values and captivate audiences.
Memorable Experiences:
Immersive retail environments and experiential marketing—such as Chanel’s perfume-themed diner or Jacquemus’s handbag vending machines—offer shareable moments that live on through consumers’ social media, fostering deeper engagement.
Cross-Industry Collaborations:
Partnerships with music, film, and sports industries can create unique cultural relevance. For instance, LVMH’s sponsorship of the 2024 Paris Olympics demonstrates how such alliances elevate brand stories.
Sustainable Storytelling:
Long-term success requires consistency. Brands like Patagonia have proven that purpose-driven, coherent narratives build enduring consumer trust.
As the industry shifts toward brand storytelling, chief marketing officers will need to adopt a holistic mindset. Building cohesive teams with expertise in both brand and performance marketing will be critical, as will investing in tools that measure long-term impacts. Authenticity and coherence will be the guiding principles, with a “less is more” approach prioritizing quality over quantity in storytelling.
At Bungalow 28, we understand the importance of blending innovation with emotional connection. We are committed to shaping a future where brand marketing isn’t just about visibility—it’s about creating meaningful, lasting impressions. Together, we’re reimagining what it means to build brands in the ever-evolving fashion landscape.
Sources: State of Fashion 2024, by The Business of Fashion
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