Should the fashion industry change their way of advertising?
Answers
According to several researches, it has been estimated that an average women sees between 400 to 600 advertisements per day. And considering that women make up a fair amount of the consumers in the fashion industry, knowing the type of target audience is quite important.
Many people relate to the fashion industry, however, it depends on which economic class is targeted while advertising. Currently, the fashion industry gets a great response to their advertising. For instance, the introduction to a store can be given through a mass media that is advertising, advertising can be done through many ways like television, print, ad radio, an even through word of mouth, and they make use of all of these.
Fashion brands and retailers have a long-standing relationship with women's magazines and, more recently, with men's magazines as well. The fashion industry makes use of these platforms as well. For instance, fashion magazines come out, fashion shows advertise collections. In Pakistan, Sunsilk a shampoo company is affiliated with fashion icons and their dresses as well. This shows how far the fashion industry uses endorsements and celebrities for their product's advertising.
Even though advertising also manipulates the consumers using psychology in most of the advertisements, its still an effective method to sell goods.
Most women are likely to purchase something within a trend which can typically be tied back to a famous person in one way or the other.
Now a days where the latest line of clothing from a designer is copied by the fashion retailer , is what attracts the economic classes of middle class and middle upper class. For instance, especially stores in the middle fashion market like Top Shop, Marks and Spencer's, Next , New look, and H&M. Thirty-two percent say that they get their clothing ideas from fashion magazines, up from 23% the previous year.
Thus, there isn't much need for the advertising to change, considering that they fulfill their aims via correct market research. However, if fashion industries want to increase their goodwill, they might as well use their advertisements in such a way that a social message is also covered, like decrease of carbon footprint, or saving of water, etc. It would be difficult, but its doable.