October 5, 2022

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Next Generation Fashion Brands – AKA Brands

It is not easy to predict what the next generation of fashion brands will look like, but they will surely have an impact on the industry. Brands are constantly redefining themselves and their marketing to stay relevant and current. A significant amount of attention has been given to these new entrants in recent years, thanks in part to their high-profile celebrity backers.

This post will provide a brief analysis of various popular examples and speculate on what the future might hold for this type of brand.

Target Audience

Brands such as AKA Brand and Christian Louboutin have built their reputations on attracting a young, wealthy, professional female demographic. While these characteristics are important to consider when building a brand, the key to a successful campaign is not just in reaching the right audience. It is also essential for the brand to appeal to this audience with an authentic message. Having been backed by celebrities might be helpful in this regard but are unlikely to be enough on their own. This can lead brands into risky territory where they are trying too hard or trying to appeal to someone who is not actually interested in shopping with them.

It is important for brands to establish who their target audience is and what they want from their brand. It is also crucial to ensure that the message resonates with them on a personal level. One of the most successful examples of this involved H&M, whose advertising campaign was based around the idea that everyone wears black in their everyday life. This was an effort to appeal to consumers who were uncomfortable wearing black when it was socially appropriate, while at the same time trying to establish a rebellious image.

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Unique Selling Proposition (USP)

Brands are always striving for a distinct USP – or unique selling proposition – which will differentiate them from every other competitor. This can be a very valuable part of the marketing process, but also one that is easily misinterpreted. A common misconception is that you need a USP to sell a product. This is not true. You can apply the same principle to any type of business including fashion brands.

One thing that should be avoided when creating an USP for a brand is the use of buzzwords such as ‘genuine’, ‘authentic’ and ‘quality’. Consumers are familiar with these words and will mostly only buy something if they automatically believe it is genuinely good or authentic. While these words have their place, they should not be used to create a brand that consumers can only buy if they know it is good or authentic in every aspect of its design.

Targeting Potential Customers

Brands are always trying to target the members of their own age group. While most brands follow this trend, there are countless examples of brands building campaigns aimed at reaching a younger audience. One example was the marketing campaign done by Burberry in 2006 featuring Kate Moss as the face of the brand’s then-new fragrance ‘Burberry Body’. The advertising campaign depicted Kate in a sexually provocative pose with her hands strategically placed on her body. This led to massive backlash from the public, with many consumers claiming that the campaign was inappropriate and inappropriate in nature.

The intentions of brands can be scrutinised a great deal by consumers but they will always have an interested audience regardless of the end product. Branded fashion campaigns must consider exactly who they are trying to target with their messaging and what messages they want to evoke. In general, it is not appropriate for brands, celebrities or ad campaigns to focus on unnecessary subjects such as sex or violence.

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Brands like Burberry’s Body campaign focused on an audience who were attracted to Kate Moss’ sex appeal.

Branding

The point of branding is to create a memorable and memorable logo. As a fashion brand, logos are something that you will be judged on more than anything else. An effective logo should also help to establish the personality of your brand while giving your customers an understanding of what it is that you offer. While an effective logo can be enough, it should also serve as an introduction for the consumer who may not know much about your brand or is trying to figure out which new brand to purchase.

A good example of this was the Burberry Body fragrance campaign which featured Kate Moss in sexually provocative poses with her hands strategically placed on her body.

Understanding the Genre

Brands should be constantly trying to reassess what they offer. One thing that many brands are struggling with is their identity in the industry. This can lead to problems if a brand is attempting to move outside of its genre and be involved in areas that it had not previously considered.

An example of this was when AKA brand’s  first entered into the mass market with a collection featuring Kim Kardashian. The collection was poorly received, with many consumers claiming that it looked too cheap and did not fit with the image of what Christian Dior stand for. Another example of this was Paco Rabanne, who attempted to appeal to a younger female audience by creating a new fragrance without much success.

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Conclusion

Brands are always trying to secure their place and will always have an interested audience, regardless of what they do. Without this, the brand becomes irrelevant. Branded fashion campaigns should start by trying to understand the type of customer that they are trying to target and what message they want to get across. This way, there are no inconsistencies in the campaign and consumers can know exactly why they need to buy your product.