How consumer strategy works in fashion
In the fashion industry, consumer strategy refers to how companies influence our thoughts, emotions, and actions as consumers. Design decisions, pricing, marketing, story, and emotional cues all work together to affect not just what we purchase but also why. Every successful brand understands their customers' lifestyles, fears, goals, and even the occasions they wish to dress for. Our wardrobe choices mirror strategies used by brands to appeal us.
cr: Toteme, Bottega veneta, Schiaparelli
Aesthetic identity, or the look and feel that a brand creates, is the first part of consumer strategy. The Row targets to clients seeking "quiet luxury" and long-term pieces with its simple silhouettes, subtle colors, and high quality textiles. Majorelle, on the other hand, designs romantic, feminine clothing for women who wish to feel lovely, cozy, and unique for occasions or trips. Although both brands are aware of their target audience, they present themselves in entirely different ways.
cr: editorialist, the row
Fashion purchases are not based on logic; they are emotional. Different emotions are used by brands to draw in customers: Frankies Bikinis speaks youth, self-assurance, and the ideal of a " beach girl." Their approach is based on body-conscious silhouettes, social media, and trends. For those who prefer quality and wearability over trends, Rag and Bone appeals to practicality, comfort, and carefree New York style. Every brand employs an individual emotional entry point, and customers select the one that best reflects their desired identity.
cr: revolve, rag and bone
Additionally, brands express strategy through the way they demonstrate clothing: The Row shows maturity and seriousness by staying away from trends and influencers. Frankies uses trends, models, and TikTok to represent fun and youth. Majorelle expresses romance and escape through vibrant dresses and vacation imagery. Rag and Bone's urban minimalist photography shows a sense of simplicity and way of life. The final step that makes the plan a reality is marketing.