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ΕλληνικάStrategies to attract young people to fashion
“Earn our respect and trust by being blunt and to the point. Tell us exactly what you’re marketing and how much it costs. State that we should buy it because it rocks, it will improve our lives in some way, and you want our business, point blank.” – Emma Ryan, a Gen Z-er
When it comes to attracting young people to a fashion brand, marketers need to focus on their target audience. First of all, take a closer look at them; focus on their needs and requirements, as well as the communication channels they use most often. Undoubtedly, such efforts are needed, as the younger generation makes up a large percentage of customers. Currently, the most popular strategies to attract young people to fashion are:
- Empowering brand ambassadors
Engaging new ambassadors or increasing brand promotion among those already present will help attract more young people, as this will undoubtedly help build authenticity and recognition – a key aspect of fashion. It is not a well-known fact that cooperation with famous people has a positive impact on the reception of a given product or anything else by representatives of the younger generation.
- Understanding of mobile trends
In this aspect, personalization is extremely important. Virtually all representatives of the Gen Z use mobile devices, social media and spend a lot of time on the Internet. It is there that they look for interesting content, so reaching potential audiences through this route can be the most effective. An example here could be brand-related photo overlays, filters on Snapchat or stickers that can be added to Instagram stories.
- Spotlight on user-generated content
In this aspect, it is important to track where the product/brand is actually reaching. Photos, comments or customer feedback on a particular item can be used just as effectively to promote a fashion brand as influencer participation. Content generated by people interested in the brand or buyers of its products is good material for a campaign to encourage young people to fashion.
- Getting closer to the customers
The visual aspect of the brand also plays a very important role in attracting new audiences to it. This includes the design of stationary stores and the design of places where, for example, the brand’s clothes are sold. Organizing a space or a backdrop that can be made available to customers, who can then take photos in that place and thus promote the brand, can be the key to success. Young people appreciate just such initiatives organized specifically for them, which influences their overall perception of fashion. The more such steps are taken, the greater the chance of interest from the youngsters.
- Acquiring knowledge and implementing influencer marketing
Creativity is what counts these days. Traditional ads are losing their value because a huge number of young people are fed up with seeing them and, for example, use tools that block their display on websites. They also want the brand’s influencers to be as close to them as possible, so that they are simply people like them. In this way they will put their trust in the brand to select the right people to promote their offer. This doesn’t mean, however, that an attractive fashion brand should completely give up on engaging celebrities in product promotion campaigns. It is simply important to show creativity in influencer marketing[1].
[1] Forbes “Five Ways To Attract Young Retail Customers” https://www.forbes.com/sites/tinamulqueen/2018/04/12/five-ways-to-attract-young-retail-customers/?sh=733d9e135f8c