Influencing Fashion Consumers
First of all, let’s be clear regarding the difference
between influencing and manipulating. The goal of marketing is to gently
influence consumers to learn more about a brand or guide them to make a
purchase. The purpose should never be to manipulate a buying decision.
What is the best way for the fashion industry to
Should marketing dollars be spent
on TV ads, newspapers, magazines, billboards, radio, or the internet? This
has long been an important decision to evaluate. Over the years, the
methods that an apparel business utilizes to cast its spell on potential clients
has evolved significantly. In the modern world public relations firms,
marketing departments, designers, and clothes stores have to put a great deal of
attention to new methods of brand development
and engagement with a brands audience.
One of the new forms of brand awareness
development is carried out via social media or
online marketing. So, a good question may be, “does online marketing
influence consumers of fashion?".
In our opinion the answer is yes.
Even if it is not always resulting in an official purchase, online marketing can
obviously assert influence. For example, if I was to tell you that
makes the best running shoes on the planet.
Would you believe me? Here is another question, would you possibly click
that link you just passed that said “Nike".
OK, let’s assume you did not believe me when I said that “Nike makes the best
running shoes on the planet" and that you did not click the link that
Can you honestly tell me that after reading this paragraph
Nike is not now in
your mind (at least a little bit). Don’t lie. Don’t tell me that you are
not thinking about Nike
at this very moment. With that said, I think online
methods such as what I just did with you could “possibly" help marketers.
If I didn’t move you to the Nike website to make a purchase, I may have at the
very least helped with brand awareness (which is hard to measure). By the
way, I am sorry if you wind up dreaming about Nike tonight. That was not
This page is a prime example of
one of the best ways to influence a particular result. Did
Apparel Search influence you to read this page? Just between you and
I, you did not
arrive here by accident. Clearly we took certain steps to assure that you
would be reading this page. Sure, we did not know you would be here exactly at
this moment in time, but we did help guide you here none the less. Regardless of
what search engine, news article, or blog post brought you here, we truly had
some part in it. Understanding that we had the ability to guide you to
this page, it fair to say that we could potentially guide you to learn about new
fashion brands or help remind you of existing ones. This proves that
online methods most definitely work.
Being a true
fashion influencer is certainly
something that is desirable in the fashion industry. Being an influencer
can help with brand development and moving people to the action of purchasing
clothes, shoes, jewelry, beauty products, etc. That certainly can be a
good thing for companies that wish to sell such products. Don’t you agree?
Keep in mind what Uncle Ben told
Spiderman. He said, “Remember, with great power, comes great
responsibility." Most large businesses desire the power to “cause changes"
without directly forcing those changes to happen. It is nice to use subtle
methods to inspire a desired outcome. If you have the power to
please use your powers responsibly.
The fashion industry has the power to affect purchase
decisions of others because of their (real or perceived) authority, knowledge,
position, or relationship.
influencing the fashion industry and
peer-to-peer influences on
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