Fashion Marketing Trends

Sustainability and diversity top the list of trends for fashion brands, as they balance an ever-changing industry and unpredictable customers. Fashion marketers are often the first to test new technologies and strategies.

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Email marketers for fashion brands are facing two big challenges: how to keep up with all the changes that are transforming the industry almost every day, and how to use email to capture and translate the trends and excitement of fashion.

Recent advancements in email technology such as interactive and dynamic content help email serve fashion even better. So, marketers who want email to stay as fresh and inventive as the styles in its messages must work hard to stretch the boundaries of their everyday messaging and find new ways to attract and retain the often fickle customers who favor their brands.

Luckily, for marketers who seek inspiration to upgrade their messaging, fashion brands are often the first to test and adopt these new email developments and build your strategy.

Fashion Promotion & Email Activity

MailCharts Fashion Data From 2019

Most promotional week

Nov. 24-30, 2019

The week of Thanksgiving in 2019 was the most promotional Fashion brands. During that week, they sent the most emails that included a promotion.

Most active week

Nov. 24-30, 2019

Fashion brands sent the most emails during the week of Thanksgiving in 2019, as shoppers began checking gifts off their list.

Strategies For Fashion Messaging In Emails

Social media drives fashion’s trends and immediacy. It’s also tiptoeing into ecommerce, now that channels like Instagram and Pinterest have added checkout. But it doesn’t have email’s ability to reach customers directly with trusted and personalized information. The strategies below will help you level up your email game and help you send emails that your fashion-conscious customers will anticipate, open and act on.

Feature Capsule Wardrobes

How to build the ultimate capsule wardrobe

Sent by Country Road (AU)

The capsule wardrobe is a collection of 9 to 12 interchangeable items. Capsule wardrobes help customers see how your pieces work together and picture how they would work with the clothing they already own. This email from Country Road combines capsule items into several outfits and adds editorial commentary to boost its persuasiveness factor, help customers buy more confidently and reduce returns.

Add Social media/influencer Content

The OV Gift Guide is here

Sent by Outdoor Voices

Some marketing teams pit email and social/influencer marketing against each other, but these channels are more compatible than competitive. This Outdoor Voices email puts its customers and their social handles front and center while also promoting its #DoingThings social campaign. The whole effect is more authentic and relatable than the typical celebrity-driven influencer campaign and expands reach without increasing your social media spend.

Highlight Company Charitable and Social-consciousness Activities

Discover #RLPride

Sent by Ralph Lauren

Consumers, especially Millennials and Gen Z’ers, seek out companies with social consciences. This Ralph Lauren Pride Month email is a great example. It puts a human face on Pride and the company’s support of LGBTQI issues. It also uses great design to move the reader through the email. Caution: Be authentic in your messaging. People who are most aligned with the social movements you promote will call out anything they see as lip service.

Add Editorial Content

Have you forgotten something, Ms Strader?

Sent by MR PORTER

Your emails need to say more than “Buy this.” Fashion is a competitive market at all levels, from luxe to fast fashion, and you must use all your persuasion powers. This elegant email from Mr Porter looks more like a magazine editorial because it skillfully blends promotion and information. It helps customers buy more confidently and successfully. That’s a great goal by itself, but it also reduces returns, which makes your finance people happy.

Highlight Alternative Payment Sources

Get It Now, Wear It Now, Pay It In 4!

Sent by boohoo (UK)

Digital wallets make mobile shopping easier, and customers are looking for these services. If you offer payment services like Apple Pay/Google Pay or PayPal, highlight those in your email. This Boohoo Man email promotes the reappearance of another model – the old-fashioned installment plan, restyled for the modern era. Now that mobile shopping is big business, so be sure your customers know up front that you’re taking more friction out of the checkout process.