There's no doubt that experiential marketing is one of the most effective ways to connect with consumers. By immersing them in an experience, you create an emotional connection that can lead to long-term loyalty. In this post, we'll take a look at some fashion brands that are using experiential marketing to great effect. We'll also explore the strategies they're using and see what we can learn from them.
When someone considers buying your product, they're not just considering price point and functionlity, but also what it says about them. They're thinking about whether your product is different from other products, what your brand represents, and what kind of community they would be a part of if they bought your product. In order to reach your target audience, you need to communicate with them in a way that speaks to these needs. And in today's digital age, that means using experiential marketing.
Experiential marketing is all about creating an immersive experience that allows consumers to interact with your brand on a personal level. It's about giving them a taste of what it would be like to be a part of your community.
Nike is a prime example of a fashion brand that's using experiential marketing to great effect. The largest seller of athletic footwear and apparel in the world is king in the digital space. Examples exist galore. From Nike ID, now Nike by You, which has empowered users to digitally create their custom-made sneakers, to Nike Digital Retail Experience, a cutting-edge retail concept that allows shoppers to customize their in-store experience. Nike is constantly finding new ways to use experiential marketing to connect with consumers and create loyalty.
The brand understands that its customers want more than just a pair of shoes - they want to be part of a community of athletes and fitness enthusiasts. Nike creates experiences that allow customers to connect with each other and with the brand. For example, Nike+ is a platform that lets users track their runs, share their progress, and compete with friends.
Prada is another fashion brand that is investing heavily in digital marketing experiences. The brand's goal is to unify its brands across in-person and digital channels, in order to serve customers when and where they desire the best experience.
One of Prada's most successful digital marketing experiences is its Prada runway shows. The brand live-streams its fashion shows, allowing viewers to experience the event in real-time, regardless of location. This creates a personal connection between the viewer and the brand, as they are able to appreciate the craftsmanship and artistry that goes into each Prada garment.
In addition to runway shows, Prada has also created an immersive experience called Prada Mode. This is a digital platform that allows users to explore the brand's history, view exclusive content, and purchase items.
Prada’s Head of Marketing, Lorenzo Bertelli , put it clearly: “We believe the future of our luxury brands will be defined by the experiences we create for our customers.”
Another fashion brand that's using experiential marketing effectively is Burberry. The luxury British brand is known for its experiential flagship store concept, which brings the brand's online and offline worlds together. shoppers can enjoy a fully immersive experience that includes everything from made-to-measure services to in-store events and trunk shows. Burberry is also using experiential marketing to reach new audiences through its partnerships with major retailers such as Selfridges and Nordstrom.
During pandemic times, Burberry.com offered a virtual shopping experience for customers unable to visit stores shut temporarily due to the pandemic. The Burberry World area on Burberry.com provides visitors with background information on our products, our purpose and our approach to the environment and social responsibility.
Adidas took experiential marketing to a whole new level at the Coachella. They collaborated with Childish Gambino to create an interactive experience that festival-goers loved. Gambino would randomly Airdrop pictures to people using an iPhone, and he gave away sneakers to anyone who accepted the picture. This was a great way for Adidas to connect with a new audience and create some buzz around their brand.
These are just a few examples of fashion brands that are using experiential marketing to great effect. By taking a page from their playbook, you can create loyalty and connect with consumers in a whole new way.
As technology continues to evolve, so too must the ways in which brands connect with consumers. In the future, brands will need to go beyond traditional experiential marketing and create even more immersive digital experiences.