Traditional marketing: A new way to craft relationships with customers.

Last week, I read an article that made me reflect on how brand engagement has changed especially in the fashion and luxury industries. During the pandemic, e-commerce was the key to success in these uncertain times, and digital communication was magnified as a way to attract new consumers and maximize profitability. On the other hand, users were having a transition in their behavior, not only in the way they shop but something deeper, the isolation became a way of self-exploration and meaningful connections.

The challenge? How brands could maintain a strong relationship with their audience when online presence was not enough? Welcome back the traditional analogue marketing.

Source: Diletta Bonaiuti

This season, Fashion Week became a new way of expression and creativity, but it was basically going back to old-school communication. From direct email to printed materials, that’s how brands are investing to stay in the game and connect with us. I remembered to jump on a call with my friend to share our thoughts about Loewe’s newspaper-debuted FW21 show. It was something more than the clothes, but the way the brand was talking with the audience and how the industry was engaging during the lockdown.

Nowadays, traditional marketing looks like a brilliant idea for consumers. We are so used to see marketing messages on our phones or get tons of emails in our inbox that sometimes printed materials look like an intimate way of personalization. Brands should see the value of one-to-one customer touch, especially when we turn off our screens. As humans, we look for tangible experiences and brand connections which in a long term, will translate into customer loyalty.

Source: Mansur Gabvriel