Over recent years, the fashion industry has experienced exponential growth in relation to progressing the way we as marketers and communicators advertise the latest product ranges, fashion shows and the way in which we visually communicate brand messages and values to a targeted consumer demographic. The recent rise in interactive media and technology takeover within the fashion industry has created new methods of how marketers and communicators connect with an audience. This impact has changed the industry from operating as an analogue industry, to switching to technology-based channels of brand to consumer communication. As a result, brands are emerging themselves into the new technologically advanced possibilities operating within the Metaverse and social media platforms. The Metaverse can be envisioned as a technological and virtual concept, where people and brands can create avatars to represent themselves or a brand, then using the platform to engage and communicate with each other. “The Metaverse is considered a next evolution of the internet. It will take many forms, including gaming, online communities and business meetings where people can collaborate via a digital facsimile.” (Needle. D 2022).
As marketers and communicators, we are delving into using innovative and exciting technologies for brands to use as a method of visual communication between a brand and their consumer demographic. All of this can be achieved by brands through the newly emerging digital landscape – from existing social media advancements, creating virtual clothing and the use of non-fungible tokens (NFT’s), all the way to the use of artificial intelligence robots. As a result of the COVID-19 international pandemic, the fashion industry has seen rapid growth and an increasing sense of popularity within the use of creating a virtual fashion platform for consumers and buyers internationally. Within the digital world of the Metaverse, fashion, beauty and lifestyle brands have all been able to maintain their relevancy through expanding their methods of brand communication by creating a new and futuristic sense of connecting a brand with their targeted consumer. For example, over recent years we have been an audience to the rise of virtual fashion brands, such as Auroboros and The Fabricant, the rise of virtual fitting rooms and digital wardrobe changing mirrors brought to us by the University of Tokyo, as well as beauty brands, such as L’Oreal Paris, creating a platform to allow beauty modification through virtual makeup analysis. There is no denying that the future of the fashion and beauty industry is heading towards a more digital and innovate communication space. As a result of this, it is significant that we as communicators and marketers ensure we are aware of the latest innovations and emerging platforms across our creative space, whilst also utilising existing forms of digital communication to further progress the inclusion of digital media into the analogue fashion world, such as the use of social media platforms.
Post COVID-19, the fashion and beauty industries are continuing to use these digital methods of business to consumer communication channels, as we progress into a prioritised virtual community. Moving forwards, brands need to look further beyond the boundaries of current methods of communication and advertising in order to inspire future opportunities for memorable change, especially at a time where we as a rising Generation Z and Alpha community are reaching out for more on demand and accessible content straight on our phone screens. In order for the current trajectory of the future of fashion and beauty advertising to continue to develop, it is interesting to question if brands need to consider the demands of their target audiences and then align their brand advertising to the future of what the upand-coming generation is demanding?
As a result of the international COVID-19 pandemic, we as marketers and communicators have experienced new and unfamiliar challenges when trying to engage our targeted consumer in pre-Covid marketing activities, such as fashion shows, pop up stores, product gifting and creating a physical brand to customer-based experience. However, these challenges have shown the ability to create innovative opportunities, allowing brands to reach audiences on a wider scale than they have been able to before the pandemic, due to the stark advancements in modern technology and the Metaverse development – “Covid-19 has pushed companies over the technology tipping point – and transformed business forever.” (McKinsey & Company 2021). We have seen that COVID-19 has led to rapid advancements in technology, and in a world where face to face communication was put to a stop, this gave industries like the fashion and beauty industry an opportunity to find new ways to connect to their existing audience through a virtual and creative space (Velasco. M 2022), whilst also having the capability to reach new audiences through expanding their channels of marketing and communicating their brand to different demographics.
Team T. F (2021) High digital fashion drops into Fortnite with Balenciaga.
An example of how the fashion industry has adapted to using innovative technology when finding new ways to advertise, market and communicate their products is through merging their brand into a new cross over market – in hopes to reach a new consumer demographic that is known to be found within that specific technological space. An example of this can be seen through luxury fashion brands, such as Moschino, Louis Vuitton, Burberry and Balenciaga utilising modern technology such as video gaming - creating fashion brand collaborations with well established gaming platforms to reach new audiences.
In September 2021, aligning within the concept of brands emerging themselves inside the Metaverse to market to new audiences, the Spanish luxury fashion brand, Balenciaga, created a digital clothing collaboration with popular generation Z video game ‘Fortnite’ – creating digital avatar clothing designs that gamers could use to customise their avatar with Balenciaga inspired fashion. The metaverse cross over was inspired by existing archived Balenciaga looks that have once been seen on a real Balenciaga runway show (Team T.F 2021).
It is interesting to consider the motive behind this digital collaboration, as Balenciaga already has a large existing target audience, however this audience is more aimed towards those with more disposable income, targeting consumers from the millennial generation and older. In contrast to this, the video game ‘Fornite’ has a targeted age demographic of 13 and upwards, meaning that the users of the video game are most likely to be located within generation z and alphas, as well as potentially the younger percentage of millennials. In terms of the future of advertising and marketing for Balenciaga, this digital Metaverse fashion collaboration allowed Balenciaga to push beyond their existing boundaries of advertising and communication, by reaching out and placing their brand in front of an audience who are likely to have never heard of the brand before. Due to previously stated technological advancements, this digital cross over is just one of many examples of how fashion brands can react to new developments within the technology and virtual space, whilst also being able to delve into new ways of marketing and advertising their products. This illustrates how brands are keeping in mind the current trajectory of the future of fashion advertising and communication in relation to the metaverse and creating new experiences for their existing and new consumers. Digital collaborations and partnerships within the fashion industry hosts a variety of benefits for the brand themselves, as well as their collaboration partner.
By reaching out to new audiences, fashion brands like Balenciaga can benefit from expanding their brand into new possible ventures and leading away from being known as a clothing-only focused brand. As we as markers and communicators progress further into discovering new possibilities of advertising when thinking about the future of fashion communication, it is interesting to consider how fashion brands can use emerging Metaverse facilities, such as Non-Fungible Tokens to broaden their marketing efforts as we enter a digital-first world of communication. A Non-Fungible Token (NFT) can be described as a digital asset which often represents a real-world object, which can be discovered, viewed, sold and traded via the internet (Conti. R 2022). Within this collaboration, Balenciaga has created a digital NTF, which can be accessed, bought and traded via Fortnite’s virtual clothing store. The benefit of this NFT collaboration is that both Balenciaga and Fortnite can both be exposed to new audiences, as Balenciaga have been able to “put their brand into the hands of millions of dedicated players with a relatively low barrier to entry” (Yotka. S 2021). As a result of the global COVID-19 pandemic, consumers and audiences globally are now more than ever in demand of receiving all methods of marketing and communication virtually – whether that be online on their phones through social media channels or digital methods of marketing such as cross over marketing campaigns like this fashion and video gaming exclusive partnership.
Arguably, the future of fashion advertising, marketing and communication has no choice but to delve and emerge itself in with the latest technological advancements, alongside seeking out ways in which fashion brands can involve themselves in with the Metaverse and NFT focused creative space. This concept has a close connection to the idea that the future of fashion advertising and marketing is heavily reliant and targeted towards the up-and-coming generations Z and Alpha – as these age demographics have grown up understanding the usage and capabilities that technology, social media and digital innovations can bring to improve and create user and consumer experiences. However, it is also important for fashion brands to maintain their relevancy and visibility to older generations, from millennials upwards, who already have a pre-perceived perception of what the brand is about, and what their message is - without losing their brand foundations and identity of who they really are. Therefore, this poses the question to fashion marketers and communicators – are the Metaverse and technology advancements potentially damaging to existing classic brands, such as Celine and Dior, who are yet to involve themselves in such a contrasting and other world like creative space? Is the direction of Metaverse marketing and digital methods of communication a suitable fit for all fashion brands – and is this decision solely dependent on their targeted consumer?
Schneider, R. (1962) Costumed by Chanel (Photograph)
Figure 7
When we consider luxury, haute couture fashion houses such as Chanel, it is percieved that their targeted consumer is targeted towards those from older generations, with high levels of disposable income to spend on luxury, tangible products and services. The older generation of consumers are much less used to the idea of combining technology, social media and methods of virtual avatar communication within their shopping habits and overall element of consumerism. Therefore, it is important that brands act as individuals when it comes to forming the future of their advertising and marketing ambitions. As an urban, youth and streetwear brand, such as Gucci or Balenciaga, these brands are more likely to have a younger targeted demographic, such as millennials or generation Z. This illustrates that a virtual crossover Metaverse collaboration, such as Moschino x The Sims would be a perfect advertising fit, that is in line with both brand’s image, whilst also focusing in on what their targeted consumer would be in demand for, and be most responsive too when it comes to purchasing physical or NFT products from either brand. Whereas a more classic, traditional and high fashion house, such as Chanel or Dior, is likely to be more responsive to more traditional methods of fashion marketing and advertising, such as accessible home media marketing - whether this be a television commercial or the traditional route of editorial marketing that can be found within fashion magazines.
Therefore, when marketers and communicators are considering the future of fashion advertising and communication in relation to technology and Metaverse developments, it is arguably most important for brands to act as individuals and delve as much or as little as they choose into altering their methods of brand to consumer communication through the likes of Metaverse marketing. As the COVID-19 pandemic has shown us, although the general fashion marketing and communication shift is leading towards more innovative and digital space, there may still be some brands out there that are not as well aligned with these industry adaptations – resulting in us to question whether the future of fashion will be positively or negatively impacted by these new methods and digital channels of communication?
When researching into alternative ways that fashion, beauty and lifestyle brands have emerged themselves into a more technologically aware creative space, it is interesting to investigate the different types of visual communication that has been made possible by industry technology advancements. The fashion industry has experienced rapid change in the way that we as creative marketers and communicators display the latest product launches, new collections and brand stories over recent years. This industry change has been pivotal particularly as we are in the process of overcoming to one of the most culturally and scientific eras of change – the international COVID-19 pandemic (Roberts-Islam. B 2020).
By overcoming a period where people were told to stay at home, this time period introduced creative industries to innovative and captivating ways of telling brand stories and narratives visually, through digital channels of communication, something which audiences were not as exposed to prior to the pandemic. A recent example of a fashion brand exploring new ways brand to consumer communication is American high fashion brand, Tommy Hilfiger, who successfully participated in their first digital runway show during ‘Metaverse Fashion Week’ in early 2022. The brand showcased their Spring 2022 collection during the virtual show in front of a digital audience, where consumers and buyers could support, watch and purchase garments virtually via technology without the need to leave their own home. The global pandemic can be arguably credited for giving these brands the opportunity to consider the future of fashion and what the future of marketing and communication means for them as a brand as an individual – as these digital storytelling opportunities have and will continue to allow companies to extend their audience, reaching new potential buying demographics. During an interview with Phillips-Van Heusen Corporation (the owning company of Tommy Hilfiger), Tommy Hilfiger himself stated “As we further explore the metaverse and all it has to offer, I’m inspired by the power of digital technology and the opportunities it presents to engage with communities” (PVH, 2022). It is interesting to see that even designers and creators themselves who are the face of these fashion brands are also excited and intrigued by the endless possibilities that we are presented with in terms of technology and Metaverse advancements brought to us as a result of COVID-19 and its impact on bringing consumers a new experience virtually. Creating new digital consumer experiences can act as an exciting way for brands to stay relevant with their target consumer as we progress more into this upcoming digital landscape. This is important for brands to consider when illustrating what the future of fashion marketing and advertising looks like to them, especially when competitor brands are also stepping foot into creating new Metaverse and technology experiences for their consumers in order to stay in competition with brands in their market levels.
Tommy Hilfiger
Hilfiger in Boston Portal Fashion District. (2022) (Video File)
The ability for fashion brands to visually communicate their stories and narratives within the Metaverse and technological space illustrates just how much creative industries have progressed over recent years. COVID-19 has acted as a catapult for brands to discover new ways to engage and interact with their existing targeted consumer, as well as reaching out to new and previously untouched audiences. Generation Z and Alpha in particular are a segmented audience who are responsive to this development and want to be able to access all elements of communication and marketing on demand (Brewis. D 2021). By carrying out marketing efforts such as these online virtual fashion shows, this can allow brands within all market levels to reach new levels of accessibility for their consumer, as virtual communication can then be accessed anywhere in the world, allowing for brand visibility to become more possible in underexposed international markets.
Generation Z and Generation Alpha consumers are defined between the ages of 25 and 12 years old and are both generations that have and will continue to grow up amongst this continuing development of a digitalised world, especially in regard to how these consumers interact with technology, advertising and fashion marketing and communication. During a study undertaken by Vogue Business, findings discovered that Generation Z in particular are engaged with “searching for newness and eager to discover new trends that keep them fashion-forward” (PayPal, V.B for 2021), which emphasises just how important it is for brands like Tommy Hilfiger to remain thinking fashion-forwards themselves and into how as a brand they can incorporate the demands, needs and wants from their consumer within what the future of fashion advertising looks like to them.
One of the main elements of fashion marketing and communication that has skyrocketed over recent years is the rise of influencer marketing, and how brands are using influencers to engage with their audiences through their social media channels and uses of digital technology. Across all market levels within the industry, we as marketers and communicators are witnessing how brands can build and share a sense of communication on a more personal level, by creating marketing campaigns using people that fit within their targeted demographic to appeal to being more in touch with their consumer. Technology has made it more possible than ever before for brands to build a genuine connection with their consumer, as social media platforms have made it possible for brands to share behind the scenes content, and previously unseen workings that goes on inside the brand. Within the fast fashion market level in particular, e-commerce brands such as PrettyLittleThing, Boohoo and Oh Polly are known for using influencer and social media marketing to help their brands extend this personal level of connecting with their consumer. We as marketers and communicators have been an audience to the impacts of fashion influencer marketing and communication through social media over recent years, however brands are now looking for new ways to emerge themselves within the Metaverse space, taking the next step into creating a future of advertising and communication that is in line with their target audience.
Fast fashion retailers including PrettyLittleThing have been reliant to utilising static influencer marketing campaigns for over 7 years, and this brand realised in February 2022 that they could delve into the Metaverse space to create an advertising concept that can help push the boundaries of what they know and stand out from other fast fashion competitors. In February 2022, PrettyLittleThing revealed that the brand had created the first ever virtual model and brand ambassador within the fast fashion market level. In order to form a ‘genuine’ and ‘real’ connection between the brand and their target audience, the virtual Metaverse model would show a “range of emotions to truly react with its customer” (Lim. J 2022). The idea of fashion brands utilising technology and Metaverse facilities to create a stronger connection to their audience poses an interesting take on what the future of fashion marketing and communication looks like. Brands are trying to become more in touch with the needs and wants of their consumer, yet they are relying on using digital technology to extend this message. This informs the argument of whether consumers may actually feel the opposite and feel more distant from these brands as the personal feel of their communication is no longer present. Will the current digital trajectory of the future of fashion result in a loss of a personalised consumer experience?
PrettyLittleThing’s target demographic is those aged between 16 to 26, which reflects the cross over between Generation Z and Generation Alpha – those most in line with these digital marketing changes. Therefore, it is likely that this consumer base is acceptive and positively responsive to the brand’s recent digital innovation. To help me further understand Generation Z’s understanding of what the Metaverse is, I conducted a research survey asking people within this generation questions about their current understanding of the Metaverse. I asked people in Generation Z to confirm if they knew what the Metaverse is, to which 64% of those asked responded with ‘yes’ and 27% responded with ‘to some extent’. Considering the fast fashion brand’s target demographic is mainly a Generation Z audience, this research suggests that the future of PrettyLittleThing’s marketing and communications perhaps does align with delving into a more digital space, as the youth audience are aware of these new marketing methods and are open to learning more about its possibilities.
To conclude, the idea of all fashion market levels conforming to this new methodology of creating digital and technology-based channels of marketing, advertising and communications is apparent across all case studies I have researched, as well as across wider industries. There is no denying that the future of fashion is heading towards a technology based operating industry, and it is up to brands to decide as individuals if this industry advancement is in line with the messages, narratives and overall concept is suitable for them to delve into. The Metaverse gives all industries, and us as marketers and communicators endless opportunities to explore new ways into how brands and us as professionals can cater our advertising efforts to becoming more in line and connected to our audience, ultimately giving and filling our audience’s needs, wants and expectations from brands. From virtual reality creations, to digital runway shows, to creating interactive and innovative technology – both the Metaverse and digital technology adaptations hold a variety of methods and ways for brands to reach new audiences internationally, closing the gap of disconnect for consumers in previously untouched markets. The international COVID-19 pandemic has driven positive change into an industry that was put to a halt in terms of engaging customers and audiences in pre-Covid marketing activities, such as pop-up shops and in person fashion shows. However, the limitless use of technology has resulted in the fashion industry now being able to catapult into creating innovative and interactive channels of media, marketing, communications and advertising like never before.
“In the Metaverse virtual world, people would be able to perform almost anything they do in reality. Hence, we can hypothesize that the metaverse would influence our overall life by impacting everything from our future industries, to social activities, to everyday human interactions” (Charkraborty. K 2022). The future of fashion and the future of advertising and marketing in relation to technology is definitely headed towards a digital space where brands, creatives and creative professionals can create a sense of influence and creative virtual visionary narratives that are reflective of their brand and their brand narrative. These messages can then be heard and seen almost everywhere in the world – exposing brands to new consumer bases and creating a whole new way of operating their advertising activities within the fashion industry. For many brands, traditional print and televised media marketing is now a technique of the past, and this rapid change has been visible across all industries, not just the fashion industry alone. As both Generation Z and Generation Alpha age, it is apparent that the future of fashion really does rely on the possibilities of technology and the Metaverse, as the industry is continuing to progress at this rapid speed, changing the way consumers are and are wanting to receive and consume interactive media on demand within the comfort of their own homes. Content delivery and the way content is consumed has and will continue to change. The clear impacts of technology based marketing has brought us so far to this present moment in time, therefore it is intriguing to consider where the future of the fashion industry will be in years to come in relation to advertising and technology.
As a fashion marketer and communicator myself, I am very excited by the idea of progressing into an industry that presents me with so many opportunities, such as delving into creating new ways in which generations to come will consume media and brand communications. I am very open to learning more about the Metaverse and its possibilities and I am excited to see how brands I look up to will take the next steps into progressing further into the newly forming digital landscape.
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