Hatch Communications
Hatch Communications
Hatch Communications

Thought Leadership

Trends in Fashion PR & Marketing: Shaping the Industry

by Sophie Wylie

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In the fast-paced and competitive world of fashion, maintaining a strong brand image and effectively communicating with the target audience is crucial. This is where, you guessed it, PR comes into play.

PR and marketers are the driving force behind successful fashion campaigns, bridging the gap between brands, designers, influencers, and consumers. As the fashion industry continues to evolve, so does the landscape of fashion PR.

Here’s the latest trends that are shaping the field and revolutionising the way brands interact with their audiences.

The Rise of Influencer Collaborations

In recent years, influencer marketing has become an integral part of fashion PR strategies. Collaborating with influencers, particularly Tik Tokers, offers brands a powerful way to reach their target demographic and establish authenticity. However, the focus is shifting from macro-influencers to micro-influencers who possess a more engaged and niche audience. Authenticity and alignment of values are key factors when selecting influencers to partner with, as consumers are becoming increasingly discerning and demanding genuine connections with brands.

The rise of video when it comes to influencers is undeniable too. These short for, shoppable videos such as ‘hauls’, and ‘GRWM’ (Get Ready with Me) videos are some of the most engaging across social platforms.

Sustainability Takes Centre Stage

The fashion industry is undergoing a major shift towards sustainability, and fashion PR is no exception. Consumers are demanding transparency and eco-conscious practices from brands, and PR professionals are playing a vital role in communicating these initiatives. Fashion PR now focuses on highlighting sustainable materials, ethical production processes, and the overall CSR commitment of brands towards environmental and social responsibility. Creating and promoting sustainability-focused events, campaigns, and collaborations is crucial to remain relevant in the industry.

Embracing Diversity and Inclusion

Fashion PR is becoming a catalyst for change by championing diversity and inclusion. Brands are actively working towards representing a wider range of body types, ethnicities, genders, and abilities. PR professionals are responsible for ensuring that these efforts are effectively communicated to the public and generating positive conversations. Inclusive campaigns, diverse brand ambassadors, and thoughtfully curated events are just some ways in which fashion PR is fostering a more inclusive industry.

Integration of Technology

The rapid advancement of technology has greatly influenced fashion PR. Fashion is a visual industry, so social media platforms, online publications, and digital influencers have transformed the way brands engage with their audiences.

Social platforms, influencers and digital publications make fashion story-telling instantaneous. Virtual reality (VR), augmented reality (AR), and live streaming are also being integrated into PR strategies to enhance brand experiences and create interactive experiences – shoppable platforms such as Instagram are also creating a real-time connection and an omni-channel retail experience for consumers. Take Casablanca Paris, which has just launched a summer editorial campaign entirely generated by AI.

What’s more, like many industries and sectors, PR professionals are leveraging data and analytics to create story angles, gain insights into consumer behaviour, optimise campaigns, and measure success.

Storytelling and Emotional Connections

In an age of information overload, fashion PR is focusing on creating meaningful connections through storytelling. Brands are delving deeper into their narratives and values, sharing compelling stories that resonate with their audience on an emotional level. PR professionals are tapping into the power of emotions to forge long-lasting relationships with consumers. This trend involves crafting authentic, relatable stories and utilizing multimedia platforms such as videos, podcasts, and interactive content to engage and captivate the target audience. Rather than typical product placement or reviews, brands such as Balenciaga, which is redefining itself following the backlash from last year’s campaign scandal, are focusing on heritage and brand values.

What does this mean in 2023?

Fashion PR continues to evolve alongside the fashion industry, adapting to the changing demands of consumers and advancements in technology. Influencer collaborations, sustainability, diversity, technology integration, and storytelling are key trends that are shaping the future of fashion PR. By embracing these trends, fashion PR professionals can establish a strong brand presence, foster authentic connections, and create impactful campaigns that resonate with the target audience. In this dynamic field, staying ahead of the curve is vital for success, and being open to innovation is the key to thriving in the ever-evolving world of fashion PR.

If you’re interested in learning more about future fashion PR trends and how to make them work for you – get in touch at hello@hatch.group

In the fast-paced and competitive world of fashion, maintaining a strong brand image and effectively communicating with the target audience is crucial. This is where, you guessed it, PR comes into play.

PR and marketers are the driving force behind successful fashion campaigns, bridging the gap between brands, designers, influencers, and consumers. As the fashion industry continues to evolve, so does the landscape of fashion PR.

Here’s the latest trends that are shaping the field and revolutionising the way brands interact with their audiences.

The Rise of Influencer Collaborations

In recent years, influencer marketing has become an integral part of fashion PR strategies. Collaborating with influencers, particularly Tik Tokers, offers brands a powerful way to reach their target demographic and establish authenticity. However, the focus is shifting from macro-influencers to micro-influencers who possess a more engaged and niche audience. Authenticity and alignment of values are key factors when selecting influencers to partner with, as consumers are becoming increasingly discerning and demanding genuine connections with brands.

The rise of video when it comes to influencers is undeniable too. These short for, shoppable videos such as ‘hauls’, and ‘GRWM’ (Get Ready with Me) videos are some of the most engaging across social platforms.

Sustainability Takes Centre Stage

The fashion industry is undergoing a major shift towards sustainability, and fashion PR is no exception. Consumers are demanding transparency and eco-conscious practices from brands, and PR professionals are playing a vital role in communicating these initiatives. Fashion PR now focuses on highlighting sustainable materials, ethical production processes, and the overall CSR commitment of brands towards environmental and social responsibility. Creating and promoting sustainability-focused events, campaigns, and collaborations is crucial to remain relevant in the industry.

Embracing Diversity and Inclusion

Fashion PR is becoming a catalyst for change by championing diversity and inclusion. Brands are actively working towards representing a wider range of body types, ethnicities, genders, and abilities. PR professionals are responsible for ensuring that these efforts are effectively communicated to the public and generating positive conversations. Inclusive campaigns, diverse brand ambassadors, and thoughtfully curated events are just some ways in which fashion PR is fostering a more inclusive industry.

Integration of Technology

The rapid advancement of technology has greatly influenced fashion PR. Fashion is a visual industry, so social media platforms, online publications, and digital influencers have transformed the way brands engage with their audiences.

Social platforms, influencers and digital publications make fashion story-telling instantaneous. Virtual reality (VR), augmented reality (AR), and live streaming are also being integrated into PR strategies to enhance brand experiences and create interactive experiences – shoppable platforms such as Instagram are also creating a real-time connection and an omni-channel retail experience for consumers. Take Casablanca Paris, which has just launched a summer editorial campaign entirely generated by AI.

What’s more, like many industries and sectors, PR professionals are leveraging data and analytics to create story angles, gain insights into consumer behaviour, optimise campaigns, and measure success.

Storytelling and Emotional Connections

In an age of information overload, fashion PR is focusing on creating meaningful connections through storytelling. Brands are delving deeper into their narratives and values, sharing compelling stories that resonate with their audience on an emotional level. PR professionals are tapping into the power of emotions to forge long-lasting relationships with consumers. This trend involves crafting authentic, relatable stories and utilizing multimedia platforms such as videos, podcasts, and interactive content to engage and captivate the target audience. Rather than typical product placement or reviews, brands such as Balenciaga, which is redefining itself following the backlash from last year’s campaign scandal, are focusing on heritage and brand values.

What does this mean in 2023?

Fashion PR continues to evolve alongside the fashion industry, adapting to the changing demands of consumers and advancements in technology. Influencer collaborations, sustainability, diversity, technology integration, and storytelling are key trends that are shaping the future of fashion PR. By embracing these trends, fashion PR professionals can establish a strong brand presence, foster authentic connections, and create impactful campaigns that resonate with the target audience. In this dynamic field, staying ahead of the curve is vital for success, and being open to innovation is the key to thriving in the ever-evolving world of fashion PR.

If you’re interested in learning more about future fashion PR trends and how to make them work for you – get in touch at hello@hatch.group

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