The way to a successful brand is a 360 approach. The following brands have understood the ecosystem in which they work, and have hence successful built effective platforms. Whether it’s their in-store service and experience, or their digital presence and presentation, these brands understand the importance of perception. Marketing is no longer about what you’re selling, it’s about the story to you tell. The only way to semi-control the message and identity projected to your consumers is to master the art of storytelling. Tell YOUR story. Each brand has its own way of portraying its personality.
The millennial age group is the first generation to be overexposed to media messages growing up. Late-millennials (post 1990s births) were brought up with the internet and cellphones. As a result, they are not easily impressed when it comes to ads, communication methods and websites. They want to know who they’re buying from, and they want to know as much as possible. Statistically, the overwhelming majority of millennials are more likely to buy from a brand because they feel emotionally connected to it, than because of the product.
The fashion industry in particular has fallen into a fast-fashion pace. New designs and collections are constantly released. Lifestyle brands add their take on the luxury brands’ design, and round and round it goes. The only way brands can survive in this market climate is to be stand their ground, in terms of their beliefs, values, purpose, artistic approach and voice. In order for their authenticity to remain intact, these brands embed their ethos in their physical platforms as well as their online platforms.