Few things in this world are quite as fickle as fashion. What can be in one minute can be hopelessly out of date the next. And trends can rise up seemingly from nowhere.
All looks also have a definite lifecycle and for the fashion brand trying to keep in the loop it can be a minefield. But when it comes to staying relevant in fashion, there are strategies that can help. Here are eight ways to maintain your brand’s appeal, no matter how quickly trends shift.
1. Understand the life cycle of a trend
Naturally, the first aspect to grasp is exactly what a trend life cycle consists of, whether you’re talking about men’s bell bottom jeans or the latest passion for tie-die. There are distinct phases which are generally acknowledged to be: rise, peak, decline and obsolescence. Understanding exactly where a trend is in the particular cycle will ensure that a fashion brand doesn’t get left behind.
2. Have a strong brand identity
Trends might change but strong brands endure. So even if some of the collection is entering the decline phase or is well on its way to obsolescence a brand that’s well established shouldn’t be too badly affected. Consumers will be able to have the confidence that you’re not defined by that particular style and that you’ll be bringing out new 100% on trend items very soon.
3. Stay relevant
Today brand engagement means much more than just creating and selling fashions that appeal. Consumers are looking for proof that you align with their values and principles. It’s only if you can stay relevant on these levels too that you’ll achieve true brand loyalty. For staying relevant in fashion, this alignment is crucial. As long as you successfully connect with consumers on shared values, they are likely to remain loyal to your brand, regardless of fleeting trends.
4. Use social media
Among its many benefits, social media has the advantage of immediacy. It’s also fair to say that not having a social media presence will seriously detract from a brand. So, if you want to let people know that you’re fully engaged with trends and not just following the crowd then social media is the place to do it.
5. Influencers influence, so use them
This is linked to the point above. One of the most effective ways to reach out to customers is via the army of influencers who are now reshaping the fashion industry. They give a real reassurance to their followers that your brand is at the cutting edge, not behind it. They can also give advance publicity to the trends that you have in the pipeline making sure that people look out for them when they start to go on sale.
6. Anticipate, don’t react
The key to riding the waves of trending fashions is to demonstrate that you’re ready for what comes next. So, to ensure staying relevant in fashion, make sure your designers and buyers keep their ears to the ground for emerging trends. That way, you may well be among the first to market with them while your competitors are still playing catch up.
7. Embrace AI
It might have first hit the headlines with fears of its potential world domination, it’s undoubtedly a powerful ally for the fashion industry. Staying relevant in fashion is now significantly aided by AI, which can help with everything from accurate trend prediction and creative design to projecting demand, even for styles that are losing popularity. And if it helps your brand look relevant, and be relevant, then there’s every possible reason to embrace the technology for all it’s worth.
8. Be agile
Last, but certainly not least, a brand that wants to ensure its relevance will be agile in the way that it reacts to the market around it. Many of the preceding factors are going to help with this and, when combined, should make you bullet-proof.
Of course, it’s easy for us to say all this because we’re not on the front line. But there’s more than enough evidence to suggest that it’s the brands that follow these principles who will prevail. So, make sure yours is one of them.
