FASHION.
Brand development & new technology.
Inspiring authenticity through style and connectedness.
Brand Recognition
New Consumerism
Authentic Brand Values
Marketing & Communication
Brand Recognition
Authentic brand recognition can be a challenging objective to achieve in an industry that is overly saturated with ‘aspirational’ communication strategies that no longer powerfully connect with the mindset of younger audiences and customers. But branding is more than a logo. It encompasses values, voice, and design choices that run like a continuous thread through product and packaging and online presence.
Consumers priorities are shifting, they are increasingly questioning what they truly value, and this change in what matters to them directly impacts the way that fashion brands need to communicate and connect with people.
New Consumerism
This change in consumers’ attitudes has been coined ‘new consumerism’ by Euromonitor. Conscious consumption is rapidly replacing conspicuous consumption.
For a long time, fashion brands could successfully focus on creating great product and competitive pricing to generate revenue. As consumers develop a more comprehensive appreciation for sustainability, authenticity, transparency and realness, retailers need to confront transforming the way they sell in order to survive.
Authentic Brand Values
SATOPIA COLLECTIVE partners with fashion brands who want to demonstrate a level of authenticity by developing a strategy and business model that connects with their culture and customers. This directly relates to the rise of the experience economy.
People are increasingly questioning what is real and what is not. Your brand and how you communicate it tells the world what you stand for, what you value and allows others with the same values to connect with you and become a customer. To do this with integrity it starts with knowing your internal values as a company. This comes from the heart of our company, from your people.
Marketing & Communication
Personalisation of content will continue to become more important as we move towards new ways of marketing to consumers through the use of artificial intelligence and machine learning. We work with brands to develop natural language search responses, building more intuitive customer service solutions or designing intelligent marketing strategies and campaigns.
The future is here
The fashion industry is undergoing a significant change in the hands of digital. Digital is not new a concept. Neither is talking about things like artificial intelligence, virtual reality or blockchain as emerging technologies.
Some luxury fashion brands have turned to new technologies in an effort to connect with an increasingly digital consumer who demands immediate gratification, quick service and ever-new ways to interact with old brands. The industry is seeing an increasing trend in ‘see now, buy now’ streaming designers collections live through their website and social media.
Technology, AI & Machine Learning
The outcome of advanced technology, in theory, is the idea of returning to the store of yesteryear, where the owners knew every shopper on a one-to-one basis. This time, it’s not only at scale, but constantly learning so as to keep improving the experience. For now, AI is largely being applied in the messaging space. Burberry, Nordstrom, Tommy Hilfiger, Sephora, Everlane and American Eagle are just some of the fashion and beauty brands already experimenting with chatbots. If we’re talking about the Internet of Things, there’s going to be an increasing amount of focus put on voice in terms of a user interface.
The nuance that goes into fashion selection makes this one of the harder areas to play in, but the companies who tie this together with personal data on a shopping level, are the ones who will thrive in the future.
These are just some of the technologies set to help shoppers and businesses alike in numerous new ways, making them a highly relevant tool to explore. For more information or to have a conversation about how we could integrate technology into your brand let’s talk.
SHOP BY MOOD™
SATOPIA COLLECTIVE and FASHIND to provide SAAS solutions to fashion brands looking to integrate mood and emotion based product recommendation engines.
