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#COVID19: How Should Fashion Marketer React & Create Content?

[Billingual🇻🇳🇬🇧] #COVID19: Ngành Thời Trang Nên Phản Ứng & Sáng Tạo Nội Dung Như Thế Nào? Làm thế nào các nội dung truyền tải có thể duy trì tương tác, luôn hữu ích và nổi lên mạnh mẽ hơn? Hy vọng bài blog này có thể giúp các blogger, content creator, marketer trong việc định hướng nội dung của mình!

Covid19 & Marketing: A briefing for marketing leader

1. Determine WHERE your product is in the customer’s mind

In other words, business and content writers should determine the necessity of fashion products in the pandemic. Fashion products, in general, will suffer a harsh time whether your product is streetwear, sports clothing, cosmetics, or footwear. According to Maslow’s Hierarchy of Needs below, fashion products are categorized into the Mitigate Brand Risk or Participate in Efforts group.

These two groups share similar low demand at the moment but hold potential profit growth after the pandemic. While waiting for an opportunity to come back, contents that make things easier for consumers while being locked at home would be ideal to keep customers’ loyalty.

2. Determine WHAT content to be replaced

As mentioned above, the customer's need for apparel products is declining, thus turnover-driven content should be considered to reduce. Instead, posts with humane value would gain more affection from customers in terms of PR & Branding. According to Mrs. Priyanka Bajpai – regional head, Southeast Asia, SPAG Group, there is a “3E approach” to produce effective content:

- Empathy: The pandemic requires not only empathy with the community (included in CSR) but also a positive attitude toward the current situation. Brands should provide a solid belief in a bright future while engaging and encouraging the audience to take responsible action which is, particularly in Vietnam, social distancing.

- Engage: This appears to be an opportunity for businesses to interact with relevant stakeholders(shareholders, employees, customers…) to strengthen belief in the preservation and development of your company.

- Educate: Using current social platforms to help provide truthful information and truthful information only. Besides, it’s ideal for identifying and eliminating fake-news content due to their contagion to the society that is already complicated and fraught with pandemics.

Furthermore, controversial issues related to the pandemic and fashion industry such as sustainability, third world countries worker’s rights,… should be included in terms of a business’s CSR.

3. Determine a way out for stocks

While short life-cycle fashion collection need to be reconsidered the necessity in comparison with its adverse environmental impact. Stocks somehow also need to find their way out of warehouses to ensure companies' profit. Thus, proper promotion would be applied.

4. Determine HOW you will communicate with your customer

Since everyone cannot meet in person and provide direct services, keeping customers engaged with your online platforms is crucial. While consuming demands seems low, self-developing and self-care interest, on the other hand, witnessed growth due to plenty of leisure time while social distancing. In fact, sport clothing and loungewear saw a significant upturn in February and March. For instance, Nike Training Club application with tailored workouts helps promote Nike’s engagement with the brand’s e-commerce website to almost 80%. Finding your customer’s problem and providing a suitable solution will make a wide path for your brand to get into the customer's mind.

The article used statistic & information from these below sources:

BOF – Sweatpants and Yoga Pants Are Selling Like Crazy. What Happens When Lockdowns End?

BOF - Fashion’s Key Takeaways from Mary Meeker’s Coronavirus Trends Report

BBH London – Brand & Covid: How to protect your brand

Campaign Asia – How should brands handle comms the coronavirus crisis?


#coronavirus #covid19 #marketing #content #contentcreator #fashionmarketing #brand #marketingsolution #BOF #businessoffashion

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