2) CONNECT TO THE CONSUMER Keeping consumers updated on the progress of their tailored garment is a way of maintaining engagement once the consumer has decided to make a purchase from the brand. However, brands first need to form an initial connection with the customer in order to gain their immediate or latent custom, and evolving branding and recognition for younger consumers is crucial to increase customer growth and brand awareness. Traditional tailors, particularly those on Savile Row have long been sceptical of any sort of marketing and advertising, so traditional tailoring still gets most of its advertising through word of mouth (Sleater, 2013). However, the reality of modern retail commerce is driven by competition and marketing, and word of mouth alone is no longer a sufficient tool to support expensive and labour intensive luxury tailoring (Cvetcovic 2013: online). The high price point of tailoring in the luxury sector is an alienating factor for much of the younger demographic, yet whilst the price point itself is not unreachable for my target consumer group, research highlights that even those younger consumers who can afford to shop in the luxury market are particularly careful about where and how they spend their money. Cheapening the price is not recommended, as this suggests that quality is compromised, however, as tailoring is a considered purchase, the modern customer needs to hear about it more than once; this consumer does his research before purchasing, so communicating to him on different channels is essential. Whilst the traditional notion of advertising may conflict with the exclusive philosophy of some tailoring brands, in order to interest younger consumers in their tailored products and services, tailoring brands need to build a resonant story around their brand and products via multi-channel platforms. 69% of survey respondents stated that they prefer to be connected with brands by viewing brand websites online, and as PC and mobile technology has changed the way consumers research, buy from and interact with brands, engaging online content, which can be accessed on mobile, is as important for connecting with future customers and keeping existing customers engaged as the store environment and experience itself.
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ON THEIR LEVEL ‘FASHION IS FUELLED BY PASSIONS ELSEWHERE’ (Gandy (2013) in conversation with Alexander)