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Teresa Sádaba Garraza, Director of ISEM Fashion Business School
The selling point is the message
In the degree program for differentiation, the value of the intangible is decisive for fashion brands. Beyond the product, communication plays a fundamental role in transmitting values, qualities and styles.
However, traditionally, very few fashion companies had the real possibility to play in the field of communication. Small and medium-sized businesses could not access the usual advertising rates, did not have their own voice in the sector's media and did not have the capacity to manage events with public impact.
The communication scenario has taken a substantial turn in recent years and, with it, new communication possibilities have arisen, even more effective and deeper than the usual ones. Of course, the Internet appears as a channel full of opportunities at low cost and with direct segmentation. New advertising formats, more personalized and customer-integrated, will emerge and we will have to be attentive to the advantages they offer us.
But without the need for a communicative approach on network, the meaning of our products, brands and companies can be displayed with all their potential through the point of sale.
Communicating with the store has multiple advantages that merit reflection. On the one hand, and as opposed to the traditional advertising impact that has saturated the consumer, in the store we find a customer open to the purchase or to knowledge of the product, which favorably places the first level of penetration capacity of our message: that of predispositions.
On the other hand, the point of sale is a 100% visual and experiential message. Logically, consumer awareness and retention are multiplied in capturing what we want to convey. The shopping experience is largely related, according to programs of study, to brand loyalty and loyalty to the brand.
Shop windows, atmosphere, product distribution, signage, and of course, the staff become communication tools available to everyone and with a clear effectiveness compared to traditional formats in which the customer already questions the credibility of brands and products. Concepts and coherence that, of course, are also transferred to the online store when it appears.
To quote a classic aphorism from the world of communication, today we can undoubtedly say that the selling point is the message.