There are three types of fashion customers.
The first type revels in the fashion industry; its new AW collection, its regurgitations of trends from the 60s, 70s and 80s, including vintage, neons, layers, silhouettes and prints. These people live for fashion; men, women and businesses who take the words of style guides as gospel.
Then there are people who have a passing interest in fashion. They like to look nice and on-trend, but won’t have anxiety attacks if the latest copy of Vogue isn’t on their desk by 9:00 AM.
Then there are the haters, the people who are either not interested in fashion at all or detest the whole industry. They do not care about this month’s pastel shades or who wore it best.
All of these people have something in common; fashion affects them all. In fact, fashion affects everyone equally. It is all around us, encompassing our whole beings, even in the most remote parts of the world. How can you look upon indigenous tribal accessories and not feel inspired by their choices? Clothes are a necessity, fashion is a feeling; brands are within our permanent vista. Fashion, it would seem, is ubiquitous.
Fashion - “You think this has nothing to do with you?” Watch this.
Now, as a fashion house or retailer, how do you talk to everyone affected by fashion, everywhere?
Whether you are disposable or luxury, how do you deliver your brand to consumers worldwide?
You use an agency that’s on trend.
You use an agency that effortlessly translates your fashion campaigns, packaging and marketing material, with emphasis on the translation of idioms and phrases only fashionistas understand.
You use Talking Heads.