In the world of social media, attributes like “Brand I trust” or “Brand for someone like me” are not the only ones that are important – every brand must have an Emotional DNA. And new age fashion brands are tapping into this very insight to go beyond the traditional social media campaigns of topicality to actually deliver purpose.
These campaigns come from deep consumer insights by identifying spikes in purchase due to an emotional connection. For example, some ads that lead with sustainability have been known to perform up to 3x better than the product first ads for the very same product.
Delivering purpose not just helps in acquisition but also in increasing the CLTV. Customer value goes up by almost 52% when a fully satisfied consumer is converted to a fully connected one, who is able to perceive the brand differentiation.
Fashion as a category is a deeply personal choice where the consumer lets the heart take lead over head. Here the only purchase driver is emotional connection. One can call it science or strategy, emotional motivators have been leveraged by brands to acquire and retain customers successfully since time immemorial. They can be classified into these broad buckets whereby brands look at what inspires desire in their customers to:
Fashion is fraternal
More than any other category, fashion aids deep desire of excitement, self expression and social acceptance in customers, it’s also a category that is often recommended to friends and family. Thus fashion brands stand to gain the most by maximizing their emotional connection score to benefit by the ripple effect of building a fraternity.
New age fashion brands armed with this learning have built their niche by taking a stand on topics like sustainability, body positivity, sexuality etc. through consistent thought provoking and purposeful outings. By gathering a cohort of like-minded individuals who will be not just customers, rather vocal Brand Advocate Fashion brands of today are sowing the seeds of the cultural phenomenon of Brand shift from traditional brands.
Article is authored by Deepti Karthik, Senior Vice President- DaMENSCH.
