There’s no doubt that social media has changed the way customers covet fashion apparel brands. Every time consumers interact with a message, they’re acting as foot soldiers for brands, influencing peers to desire what they do. The measured cadence of seasonal trends has been outpaced by demand for new and unique items. What remains is the challenge of staying relevant amidst this accelerated cycle, as even giants like Michael Kors are being dismissed as no longer “cool.”
Short of hiring an in-house psychic, how are these brands anticipating minute changes in consumer driven messaging so they can retain relevance? Lucky Brand in particular was swimming upstream when managers decided to revitalize their marketing in 2014. A brand 25 years in the making, managers were competing to be heard with fresh names who had emerged in the past decade and had a strong following simply because they hadn’t been around long enough for their fans to outgrow them.
The answer was to create a series of campaigns that empowered fans to set the tone for their name.