The Value Of Digital Transformation And Collaboration In Fashion, Luxury And Beauty

By Alison Bringé - Forbes

The past year and a half has admittedly been a challenge for many brands in the fashion industry — be they emerging or established ones. We all had to adapt to the swift changes and find new ways to survive. And given all the mergers, acquisitions and closures that have taken place, it may be more difficult for the smaller and emerging brands to stand out. However, technology has helped create equal opportunities and minimize the gap between the Davids and the Goliaths of the world, and many executives have used technology to make smarter decisions around their branding efforts.

As they’ve undergone digital transformation, brands have looked for ways to engage with their audiences via new formats and mediums, searched for tools that would help them understand their brand strategy or online performance, and finally, turned to voices like celebrities who could help amplify their brand message andhelp them increase their brand performance.

But what about smaller brands that are looking to pave a path and don’t necessarily have the budget or top-of-mind recognition to work with a big name?

I believe the answer is through community and authentic storytelling. We all know connections are key and, even more so in the fashion industry, building a strong network of industry professionals can help companies create robust opportunities for future collaborations and ongoing support. Leveraging communities that connect industry leaders could be an important step toward building your presence.

A great example of how to use these connections is a story I am both personally and professionally excited about, as it comes from my own career experience. At Launchmetrics, we have always strived to bridge the gap not only between fashion and technology but also between various industry players and hope to support others in their growth. This is why, when the designer and founder of a Blackowned and operated clothing brand (and Launchmetrics client) approached us this season to design a branded runway look as appreciation for our role in supporting their brand, I knew we had achieved our mission.

For years now, the runway has been evolving from an industry-only place to a consumer-focused branded experience. More recently, I’ve also seen it become a stage not only for creative expression but also for community and collaboration. This example and many others illustrate how the industry is embracing such a collaborative mindset and that “a rising tide lifts all boats.” This should remind us just how important it is to support each other and give back, especially in challenging times.

For the fashion, luxury and beauty brands who are looking to collaborate within their communities, I recommend you: 1. Start local: Connect with those around you, both geographically and professionally, to create a strong network of supporters who will be willing to support you and tell your story.

2. Tell a compelling story: Whatever the collaboration may be, keep it authentic and take your audience on a complete journey. Brand stories that come full circle or share a common goal can drive stronger audience interaction.

3. Communicate your brand values: When you’re choosing a brand partner to collaborate with, it’s important to ensure you both share the same values — as consumers can typically see through superficial PR opportunities — and that you are both willing to communicate the same message and demonstrate a united front to create clear and concise messaging.

In the end, I believe elevating brand performance will be about making smart business decisions that help propel your brand forward via strong industry connections, effective digital tools and collaborative minds. Now that physical events are returning to Fashion Week this season, we should not forget what the last one and a half years taught us about embracing digital, the opportunities it offers and the importance of supporting each other.