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.
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 Industry Trends
Fashion Email Reporting Data
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MailCharts has curated a group of over 70 Fashion brands to provide you with insight into the category. MailCharts tracks and offers reporting on over 30,000 brands. Join today and create your own custom groups to plan your strategy.
Fashion Industry Trends
This ain’t your grandma’s “here today, gone tomorrow” fashion world. Today’s shoppers care about inclusivity and the environment as well as hemlines and hoodies. Influential Instagrammers and independent designers can wield as much authority like the hallowed circle of designers and fashion magazine. Below are the trends we see driving the next decade of fashion.
Giving Tuesday | Sustainable Fashion For All
Sent by PACT Apparel
The notoriously throwaway fashion world is beginning to embrace sustainability, combining ecologically responsible materials with fair-trade manufacturing and enduring rather than of-the-moment styling. Brand like Pact use email to promote their sustainable efforts, often by using storytelling as in this email.
This is #zaranewin | New collection
Sent by Zara USA
Fast fashion shortens the distance from the runway to the customer’s closet. Low price tags on super-trendy, sometimes gender-bending wearables also mean they land in the thrift shop or resale store faster, too. Fast fashion fueled major industry growth, but category leader Forever 21’s recent implosion might signal a directional shift. Zara gives this discount market a high-style twist, making it more appealing to budget-conscious Millennials and Gen Zers.
Don’t worry, dress happy.
Sent by ModCloth
Women’s fashion marketing is widening its “white, skinny, young” mindset to feature the consumers they want to reach, like same-gender couples, trans/nonbinary and older models, and different nationalities, ethnicities and body shapes. Both big-box stores (Target, Walmart, Kohls) and niche brands (Modcloth) mix petite, regular and plus sizes in the same images or messages. Modcloth makes a point of including plus models without calling attention to their special sizes.
New Purchasing Models
Sent by Stitch Fix
Fashion is diversifying its sales channels, too, from brick-and-mortar stores and direct mail to subscription services, in-home sales “parties” and temporary brand pop-ups. These also help brands market directly to browsing-averse shoppers. Stitch Fix is the breakaway subscription-box brand, both for its business model and its emails, which usually focus on reminding subscribers about benefits and value over features.
The End of Ownership
THIS IS NOT A DRILL
Sent by Rent the Runway
The rental/resale store has gone online and upscale as bargain-conscious Millennials and Boomers seek high fashion at low prices. They’re recycling their own stash to make money or space or to try new looks on the cheap. Most items have name-brand labels, often like-new or with tags attached, and are marketed as vigorously as first-run fashions. Rent the Runway took the male-dominated world of formalwear rental and made it work for women.
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Fashion Promotional Trends and Sending Behavior
MailCharts Fashion Data From 2019
Almost two-thirds of the emails sent in Fashion in 2019 included a promotion. This was an increase of 8% in promotional activity compared to 2018.
More than half of the promotions included in Fashion emails in 2019 were percentage-off discounts. The least popular promotion offer was BOGO (Buy One, Get One).
Most Popular Send Day
Fashion brands are known for sending campaigns often. Sunday was the most popular send day in 2019, as brands got a head start on messaging for the week.
Most Popular Send Time
Mornings have proven to be one of the most popular and effective send times for companies, and this was no different for Fashion brands in 2019.
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.
Want To See More Reports?
To view current and historical promotional insights from fashion brands, join MailCharts today. You can find detailed reporting on thousands of brands, including the ones listed above.
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 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.
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