The Fashion Marketing Upheaval: Like Instagram, Facebook Costs Are Going Up, Where Next?


This year, as brands have moved between platforms in search of more profitable marketing, prices have increased across the board. The cost of advertising on Amazon rose 30% to $ 1.20 per click, from $ 0.93 since January, according to analysis by Marketplace Pulse. Roy, at AdoreMe, says the brand’s marketing cost per impression increased 300% on Snapchat and 100% on Pinterest in May, compared to the previous year.

A post-cookie world

Research and consulting firm Gartner recently asked its clients to prepare for a the future of consent-based advertising in a “post-cookie world”. This sparked a resurgence of interest in non-digital marketing platforms that had been abandoned or downplayed by brands in recent years – television, direct mail (also known as postal mail), podcasts, micro-influencers, and even radio. .

“What’s old is new again,” says Fischman. “With television, you have an attentive audience and you can tell a story. I think radio is a similar medium where you can tell a story and you have an incredibly attentive audience. “

Micro-influencers are the beneficiaries, as more brands are developing programs to pay people who have relatively few social followings or in-person friendship groups. Handbag brand Senreve, founded by Coral Chung, has developed a global ambassador program with women who share their thoughts on new designs and encourage their friends to buy. In April, ambassadors from Canada, Australia, Mexico, Hong Kong and the United States gathered via Zoom to learn more about an upcoming collection and were encouraged to share what they had seen with their own subscribers. Rather than getting paid to post on Instagram, Senreve influencers receive free products when their followers make purchases.

Flint opened his eponymous brand in 2013, launched at Barneys two years later, then abandoned its wholesale customers in 2017 and turned entirely to the consumer. Now she’s betting on micro-influencers, hiring three associates and a community vice president to run a brand ambassador program. So far, 650 micro-influencers – not celebrities or professional influencers – have received discount codes to share with their networks. For five pairs of shoes sold using this code, the influencer receives a free pair of Sarah Flint shoes, resulting in a 60% lower customer acquisition cost than digital.

Influencers are spotted by the Flint team and include lawyers, interior designers, and other professionals. Flint’s Best Selling is a San Francisco Pilates instructor with 200 Instagram followers whose clients see her own Sarah Flint shoes in the studio.

“The brands that are going to be successful in the future,” says Flint, “are the ones that think outside the box.”

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