Fashion: Standing out on the high street

For many of us shopping is the ‘raison d'etre'. In a marketplace of unlimited choice, it has become increasingly more important for us to find individuality and self-expression through the products we choose. But it has also become increasingly harder for any store to have exclusivity.

In recent years many retailers have realised that to survive in this economy they have to do more to build brand affinity. Enter: experiential marketing. Whether it is a cool store opening or events that create something special for the shopper it has become integral for the top retailers to create an interaction between the brand and the consumer that is not purchase-dependent. Here are some of the ways how:

In-store
Topshop - the fashion mecca of the high street - is one brand that has realised the importance of making events more accessible to the consumer. They frequently host glamorous in-store events, from seasonal catwalk shows to celebrity shoppers and customer makeovers. Take London Fashion Week for example. When the prestigious event struts into town, Topshop raises the high street potential by bringing the shows to their Oxford Circus store. Shoppers are invited to experience a selection of events and free treats, along with behind-the-scenes access to the shows including catwalk footage streamed in store.

Events like this are important to Topshop because they actively involve the consumer offering them a complete and exciting shopping experience. They are bringing fashion to the masses, while still ensuring they create a connection with their audience as individuals. The formula evidently works, with visitors to the store spending, on average, a huge forty-four minutes inside.

Amplification
But events alone are not a complete campaign solution. In order to achieve a buzz, ultimately driving people to a store, the activity should be amplified through other media channels. When Gap (US) launched its new denim range "Born to Fit" it used social media to generate hype. Gap encouraged Facebook users to express their personal style and proclaim what they were born to do through an interactive Facebook gallery. Although they also hosted the largest simultaneous acoustic concert in 700 of their stores, the Facebook campaign gave the brand a way to speak to a wider audience - they now have over 500,000 fans - and allowed them to continue conversation with their consumers well after the event.

Taking it to the street
Experiential marketing is not limited to in-store events however. Amplify took the "all singing and dancing" attitude to the street in order to place the Gap brand directly in front of the consumer at one of the busiest weekends in the retail calendar, Christmas. This was the Gap cheer campaign.

Groups of talented and dynamic theatrical performers including singers and break dancers - the Gap Christmas Cheer Squads - descended on UK high streets performing a combination of choreographed song and dance routines with some improvised, reactive street theatre. The Cheer Squads drew in the crowds, creating excitement around the brand and spreading a healthy slice of holiday cheer - ultimately encouraging droves of consumers in-store.

Set Yourself Apart
Fashion is no longer just runway shows and press events. Brands should be making it their priority to engage with consumers and make them feel part of a community. Whether it is in-store, online or on the street, brands should be giving their customers a reason to choose them over others, and focusing on the process of shopping as much as the product.

Amplify can help brands recognise what is the best approach for them specifically - creating a savvy body of consumers for the brand that are excited to shop in-store and engage, more broadly, with the brand aesthetic.

• View all articles
• Next article
• Previous article