Fashion Marketing Essay Example | Topics and Well Written Essays - 1000 words

Fashion Marketing - Essay Example The essay "Fashion Marketing" concerns the marketing in fashion. With a success story that continues even today, Hanes has defined the clothing industry like no other company ever has. Hanes, in 2012 used the social medium Facebook to help grow their relationship with their consumers. Underwear isn’t the first thing you would think of when listing your passions, but Hanes thought it can build an â€Å"emotional connection† with underwear shoppers and get them talking. This type of marketing succeeded. Social media, like Facebook, is at the center of this strategy. On Facebook, where it has 2.5 million likes asked open-ended questions on what your favorite underwear type is or posts that ask you to share your first experience wearing a bra. The brand is trying to get consumers talking. â€Å"Hanes wants to be able to connect with consumers beyond just the transaction,† said David Robertson, director of marketing at Hanes. â€Å"We want to communicate what the bra nd stands for. We want to hear from them and we want to establish more of an emotional connection. That ongoing relationship will lead to increased loyalty and advocacy.† H&M opened its first store in Sweden. Hennes, the name at the time specialized in women’s fashion. The franchise slowly grew opening its first store outside of Sweden in 1963. Today the company has over 2,800 locations worldwide and they specialize in clothing for women, men, and kids, and now underwear. In 2013, H&M incorporated location-based campaigns into their marketing mix.