Podcasting and series Rising Communication
Fashion Industry is one of the most propellers of a wide range of creative jobs across the entire market. Not only lives through garment collection as also through numerous other pieces of the puzzle. Pieces that complement and present an entire and incredible new experience to the users. Communication is the center base of all the production. Ultimately it’s what embellishes and styles brands. Conceiving specific aesthetics provides to the client a global brand and attitude vision.
1. Reaching new generations
Reaching new generations has been harder and harder. Marketing strategies are now more clever than ever. Therefore communication plays a huge bridge between the brand final goals and the client. Since last year brands have been exploring new creative forms to astonish loyal clients and to reach new targets and cultures. Traditional stereotypes and conventional ads models don’t make sense anymore. After striking digital invasion, the pandemic emphasized market adaptation needs. So monitors turn into an unthinkable wide visual lab. Fashion has seen a bright window to create new empathic doors. A clever strategy to narrate every single detail of the creative process and brands surroundings. But mostly their legacy.
2. Non-visual Communication
Getting aside of the same conventional models to increase trend influence, brands tended to openly discuss activism, inclusivity, history or culture. Podcasting is now for fashion brands one more tool to transparently promote brand vs. client dialogue. Despite their non-visual nature and limited public range, podcasting turned into the most direct format for companies to speak directly and authentically with their followers forging deep connections.
Examples as “The memory of…with John Galliano”, Gucci Podcast or “Handbag Stories” by Chanel give listeners a deep look into brands secrets, behind the scenes or product launches.
3. Inspirational experiences
In a space that digital marketing opened to original blogs, storytelling and creative content write, industry has reached a more efficient way to turn this inspirational marketing strategy into a new and unraveling experience even without visual engagement. For luxury segment this means low cost reverting into something that might bring millions.
4. How Does it work for brands?
As luxury segment revolutionized fashion communication, other branches has started to protagonize creative forms to reinterpret the same tools wit a twist approach. In order to rupture with the same conventions and to potencialize the engagement and brand awareness, visual statements turned this same podcasts logic into a visual diary, injecting constantly information and rich content to users.
Certainly Fashion Films are no news to anyone, but a fashion series became a huge trend. High productions gives brands character and cultivates the feeling for necessity and hunger for more, luring public for a major space of time. So fashion campaigns are more than ever directed to promote not only the products as to approach social or environmental issues. To reach a wide range of public movies play a big part in proximity, each episode conceives a different scenario and experience close to different lifestyles and attitudes, providing nearness and celebrating individuality.
5. Fashion is Culture
For instance Gucci fest is the pioneer in this line of communication in an unexpected vision of mixing genres and stories, approaching fashion from another angle. “Ouverture of Something That Never Ended” series Highlight the talent of fifteen young independent designers projection them into the future.
In conclusion brands like Bimba e Lola, even, set the bar really high with Christmas campaigns featuring sounding Hollywood figures. From high-end sector to even fast fashion as major chains as Zara, podcasting and series have shown their assets. Enriching fashion culture into a new level of creativity and edification.
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