Fashion Marketers: Wearable Tech is Changing Fashion Marketing...Are YOU Ready?

While the first generation of fashion tech was clunky in appearance, the next generation reflects wearable tech's transition from geek to chic. As a graduate student in Northwestern University's Medill Integrated Marketing Communications program, I have identified two articles that can help you learn more about the evolution of the wearable tech space and what it means for fashion marketers. 

As the overlap of fashion and tech increases, so too does the trend of wearable device makers promoting their latest devices with words like ‘elegant’ and ‘refined’, as Andrea Chang points out in her LA Times article, “Wearable devices get more stylish as fashion and technology intersect.” Chang links the change to the debut of the Apple Watch. There are also significant revenue opportunities for tech brands looking to use fashion to make their products distinct from the competition. Chang also cites research firm IDC which predicts that the wearable market will surge from 19.2 million units shipped in 2014 to 111.9 million units shipped in 2018. Given these trends, it's clear that as consumers increasingly consider wearables as another means of self-expression, the market for these products will become sizable. This means IMC marketers will need to understand the challenges this introduces to their current marketing strategy and become even more committed to "consumers first."

source: www.fashioningtech.com

Similarly in the Content Marketing Institute article, “4 Ways Wearable Tech Could Change Your Marketing Strategy,” Erin Rodat-Salva discusses how quickly the wearable market is developing, basing her strategies from the observations of Redg Snodgrass, co-founder of technology accelerator  Wearable World and Erick Schonfeld, executive producer of DEMO. In addition, Rodat-Salva suggests four ways that marketers can adapt their strategy to the wearable tech market: make messages glanceable, tap into location and emotion, integrated experiences and convenience, and interpret more data. From this article, we can learn that IMC marketing strategies will become increasingly crucial. Wearables will make consumer insights and information about customers even more accessible and as marketers we need to learn to use the right data to tailor the customer product experience. 

After reviewing these articles and based on my experience in the graduate program at Northwestern Medill IMC, here are three easy action items fashion marketers should consider when creating a wearable tech marketing strategy:

• Elevate aesthetics – Consumer preferences must come before tech because they are becoming a means of self-expression - not just a set of functions
• Understand emotion and location  – Consider the experience of the user to understand the best context and timing for your services. Technology embedded in wearables and smart clothing will potentially make it easier. 
• Interpret All Experiments – Interpret your experiments to identify ways to solve problems and create convenience for your customers. Wearables add to the vast universe of big data, meaning you'll have even more information about your customer - use it wisely.

Adapting your marketing strategy for wearable technology is grounded in applying consumer insights to create messages that resonate with your target audiences. Whether you're a fashion marketer or simply interested in wearable technology's impact, begin incorporating these action items in your strategy today to build fashion tech for tomorrow. 

Britt Oliver is pursing her M.S. in Integrated Marketing Communications at Northwestern University, focusing in content, digital marketing and strategy. She has previously worked in writing, content development, and public relations roles at tech-start-ups and cultural institutions in Chicago. She is passionate about translating consumer insights into compelling multi-channel stories and user experiences. After graduating in December 2015 she hopes to work in digital content strategy. You can find her on LinkedIn and Twitter. 

The New 'Fast Fashion': Say No to Social, Say Goodbye to Your Business

Social media is forever changing the fashion landscape as we know it. The traditional operational cycles of luxury fashion are being disrupted by a real-time web environment- where bloggers and devout fashionista brand advocates are playing an increasingly influential role in dictating fashion trends, and are bringing a whole new meaning to the term ‘fast fashion’. Blogger Bryan Grey-Yambao, known to fans as Bryanboy, gets 1.5 million hits on his blog in one month alone. One post on colored denim from Bryanboy, and a new trend emerges, almost overnight.

Other media platforms are also picking up on the ‘fast fashion’ approach. Shows such as NBC’s “Fashion Star” allow viewers to buy items almost immediately after they are created, hence its tagline, “Watch it today, wear it tomorrow.” Popular band Devo just released the first interactive music video, in which viewers can access links to directly buy apparel featured in the video. Luxury e-commerce site Gilt recently launched ‘Pin It to Unlock’ on its Pinterest board, which allows shoppers the opportunity to purchase exclusive, just-released items the moment they have been pinned to 50 times.

The evolution of social allows consumers to engage in fashion in real-time, all the time. The brands that will win are those who realize that this new mode of interaction and engagement necessitates a different, fast-paced marketing approach. Static Facebook and Twitter pages no longer cut it. 

The brands that are coming out on top are those who leverage social to create meaningful and sustainable relationships with consumers. They are also the ones who are finding ways to monetize it. 

Below are four ways to adapt social into your business, and use it to increase consumer engagement as well profitability:

1. Blog like there’s no tomorrow. Fashion bloggers are the new thought leaders in the industry. Smart designers and execs realize this and are creating their own personal blog communities. Designer Rebecca Minkoff and DKNY’s SVP of Global Communications Aliza Licht lead wildly successful online communities Minkette and dknyprgirl, with droves of loyal brand advocates that do a lot of the marketing work for them. Be honest, be earnest, be open to dialogue, and watch your fan base (and sales) grow.

2. Play with Pinterest. It’s the hottest thing in social right now, and innovative companies and brands are finding ways to monetize it. Says Gilt Kids General Manager Rachel Jarrett: “We are giant fans of Pinterest. We think it’s the future. We know [our customers] are highly engaged there and it’s a great way to interact with them. Create an online board for your brand, and use it to engage customers with your product 

3. Test Engagement Ads on Facebook. Focus on reaching your target customer, create compelling call-to-action messages, and make a dynamic first impression by sending them to a custom welcome tab instead of your public page wall.  

4. Increase Your Online Presence. Gone are the days when high fashion hid behind its velvet curtain. Get your brand onto pages such as Polyvore and StyleCaster, global communities of independent trendsetters and stylists. Translation: where trends are born.

Is your brand ready to take on the fast-paced social media trend? It better be, because unlike most trends, this one is here to stay.

 
Martha Sojka is a graduate student in the Northwestern Medill IMC marketing program specializing in branding, analytics, and digital marketing. Her focus is on the fashion, beauty, and lifestyle industries. She is set to graduate in December 2012. Martha can be reached on twitter using the handle @MarthaDomiSojka