Accommodating consumer diversity using business intelligence
Your brand’s many faces A recent article in Quartz highlighted the significance of social media for the Fashion & Apparel industry. As buyer demographics change, it is vital that fashion brands market their products to a more diverse audience. Instagram and other social media platforms, with their global ubiquity, form a whirlwind of diversity with virtually limitless reach.
These new channels of communication have become a battleground for cutthroat competition between savvy retailers that use smart, provocative marketing techniques to attract and retain a broad and loyal base of customers. Many fashion labels are quickly discovering the business benefits of casting a wider net. As the article mentions, “People will want to buy into a brand they see themselves in”.
Achieving inclusive focus Catering to a diverse audience comes with its own challenges. You need to reevaluate your brand’s customer segmentation. You also need ways to personalize your marketing collateral for each subsegment of your newer, more heterogeneous group of consumers. However, deadlines and your marketing budget put hard limits on how many versions of your brand messaging you can create. So how do you achieve mass appeal without trying to be all things to all people?
Digital business intelligence and analytics are redefining how clothing and other experience goods are marketed online to multiple demographics. Leading online retailers use multiple cues from their visitors’ browsing behavior to deliver messaging and visuals that have the highest chance of converting that visit