MARKETING IN THE CLOTHING INDUSTRY – A QUICK STUDY ON HOW IT HAS CHANGED
Marketing in the clothing industry has evolved greatly from what it is today. Let us have a quick look at how marketing in this industry has changed over time:
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For 400 years, the stylish few depended on Pandoras, or fashion dolls, to keep up with the latest fashion trends. From the patterned silks and intricate headdresses of the 15th century to the imperial silhouettes of the late 18th century, mini figurines wore thorough, meticulously constructed costumes for tailors to copy. These dolls had gone far and wide, crossing oceans and enemy lines to guarantee that their clients were dressed to the nines, with some even holding diplomatic passports.
● Fashion Plates
Fashion Plates first appeared in the late 17th century, under the reign of Louis XIV of France, the Sun King, whose court was the birthplace of the modern fashion business. The country’s aristocrats were congregated in Versailles, kept away from their chateaux and large estates by a monarch who wanted his competitors nearby, so they could only demonstrate their riches and position via their dress.
The introduction of boutiques and fashion periodicals like as “Le Mercure Galant” (founded in 1678) spread their style to the middle class; nevertheless, once that style was transferred to fashion plates and reproduced by the bourgeoisie, the courtiers rapidly moved on. This was the beginning of fashion as we know it today, with the introduction of the “season” and the never-ending quest for sartorial originality. Fashion plates showcasing the current fashions were the most popular way of fashion promotion over the following several hundred years, notably during the reign of Marie Antoinette in 18th century France. Court fashion was documented down for posterity, much like a historical street-style blog – recorded in a sketch, then carved in wood, printed on paper, and hand-colored. Dressmakers and “marchandes de modes” – stylists who sold ribbons, trimmings, and other ornaments used to make old clothing new again – were inspired by these pictures, which were offered to the rich by subscription in a series of sets called “cahiers.”
● Fashion Magazines
The ladies’ magazine grew in popularity as the middle class grew in the nineteenth century. These periodicals, which were tailored to diverse audiences, were full of royal gossip, needlework designs, serialised fiction, and more. “Godey’s Lady’s Book” began publication in Philadelphia in 1830 and rose to a monthly readership of 150,000. Each issue included literary works, full-color fashion plates, and a Work Department section with sewing, knitting, and crochet instructions. The “Englishwoman’s Domestic Magazine,” a magazine aimed primarily at middle-class housewives, was first published in 1852. Its pages focused on crafts, cooking, and fashion, and each issue also contained a paper pattern so ladies could make their own versions of the newest trends. Advertisements for gloves, slippers, corsets, and sewing machines began to appear on the pages of these periodicals, alongside toothpaste and shoe blacking.
The Homestead Act of 1862 drove settlers westward throughout the country, boosting the construction of the countrywide railroad system and, with it, mail order sales. The first Montgomery Ward catalogue, a single sheet of paper advertising 163 goods for sale, was published in 1872; it sold over 20,000 items over its 540 pages 20 years later. The first Sears, Roebuck & Co. catalogue was published in 1888, and it swiftly expanded to 322 pages. These catalogues sold a wide range of items, from wigs to baby carriages to full-size, pre-fabricated kit homes, but they were also quite successful in selling ready-made apparel. People were placing orders for men’s coats and hats, women’s skirts and “waists,” or blouses, “bust forms,” which functioned as push-up bras, muslin undergarments, gloves, and attractive oxford shoes all throughout the country. As the European notion of the department store reached the Atlantic, ready-made apparel became an enormous business. Retailers implemented a lot of marketing advances, including switching from bargaining to fixed pricing, emphasising customer service and experience, and establishing strong brand identities.
● Department Stores
In 1848, Alexander Turney Stewart founded the Marble Palace, an Italianate colossus on Broadway in New York City; he was one among the first to set fixed pricing for his items and entice clients with special discounts and fashion displays; he also earned a fortune via mail-order commerce.
● Print Advertisements
Life may have appeared to speed up as residents were flooded with advertising in flyers, posters, billboards, newspapers, and magazines, all attempting to persuade customers that they had an issue that only the advertiser could solve. With the advancement of powerful data analysis tools, the need for more customer-centric marketing tactics capable of creating segmented and targeted messages for a brand’s clients has been decided. As a consequence, businesses are able to respond to client requests swiftly and precisely. Marketers may now make judgments based on algorithmic outcomes, giving the idea that consumer behaviour is objective, long-sighted, and even predictive. Artificial intelligence appears to be the final frontier that will most certainly be crossed. Even fashion labels, from the most unusual to the most established, will have to capitalise on this trend.
● Artificial Intelligence with Creativity
“Thought Experiments” was a project by photographer Alberto Maria Colombo in which he employed the GAN (Generative Adversarial Networks) algorithm to create its own original visual composition by combining and comparing a group of photos. It’s the first time AI has been successfully integrated into fashion’s moving pictures. According to “Vogue Italia’s” Instagram feed, where it was displayed: “Although following a mathematical structure, the results are unpredictable, random, and abstractly beautiful, just like a chemical reaction, or the growth of a flower. We allow an electronic machine to learn how to recognize the human shape, the clothing they wear, and independently create an organic flow of images, starting from a rational thought, and ending in a visual and aesthetically pleasant chaos. More than AI, it would be best to call it “ACI”: Artificial Creative Intelligence.”
● Digital era has taken over the fashion fortress
Fashion brands now utilise a range of techniques to express their personality, style, and goods across an ever-expanding system of display, mobile, video, and premium ad formats. The fashion industry’s marketing is more social, data-driven, immersive, and interactive than ever before, utilising cutting-edge technology to reach out to its customers. This is remarkable in an industry that has long been resistant to digital, whether in the form of technology or touchpoints, or influencers using social media to market themselves and fashion brands that they love.