The voice of branding
From a marketing perspective, specialist Tony Luna speaks to Intermoda.
The 79th edition of Intermoda will take place from July 18 to 21, 2023 , therefore, we did not hesitate to approach a marketing expert to offer you - through this space - a series of suggestions that will help you achieve better participation.
This is Tony Luna , Director of Brandiosas (an information portal dedicated to branding and communication), who shares with you more about his vision. Find out!
Branding is a broad concept. What do you consider to be its main function within the fashion industry?
I would like to highlight some links that belong to the same chain. In principle, it allows us to maintain a coherent and consistent commercial proposal, which generates direct recognition with our clients; and this contributes to the development of the loyalty that they show towards the brand. It must be said, these factors have allowed large fashion brands to increase their value in the market, and become very relevant organizations in the sector. And although it is true that some aspects could be applicable to other industries, I believe that in fashion they stand out very eloquently.
From a marketing perspective, what would be the key suggestions for those who are starting or wish to strengthen their project within the fashion sector?
I want to answer this question by illustrating with an example: something I see very often in fashion brands is that they first design the “ key ” , and then they look for what “ lock ” they can open. As obvious as it may seem, my main suggestion for those who are about to start or want to strengthen their project, is to recognize who is the attitudinal profile they want to serve, and from there analyze : what they think and feel, what they hear and see, what they say and do, etc. Without this starting point, any other effort will be erratic . As Seneca ’s famous phrase says : “ There is no favorable wind for the ship that does not know where it is going . ” Once this is established, we can move on to other aspects related to brand development and management.
In addition to being a powerful industry, fashion is also a sector that attracts and captivates millions of people. Today, how relevant is the emotional connection between brands and consumers?
A quote from Eduard Pulset (a Spanish writer and science communicator ) sums up my answer: “ Without emotion there is no project . ” The most serious neuroscience studies claim that 95% of our decisions are governed by our emotions, so as a brand in this sector, if you don’t excite, you simply don’t exist. I remember sharing this quote at my last conference at Intermoda: “ [They’re] going straight to the cemetery of brands that no one remembers or misses . ”
For companies that want to exhibit at an event like Intermoda, what marketing-focused recommendations could you give them during their preparation prior to the fair?
This is a very good question. I will summarize it in three concrete actions:
- Define the objectives of your participation and prepare the staff that will be serving at the stand well in advance . I am not only referring to reviewing data and having enough information material, it is also advisable to have rehearsal sessions so that you have a more realistic experience of what you will face with the public at the exhibition .
- Delineate the experience that visitors to your stand will have very clearly : the organizational, visual, auditory, olfactory, tactile aspects , etc. Added to all this is the warmth in the treatment. As the American writer and poet Maya Angelou says: " People will forget what you said and what you did, but they will never forget how you made them feel . " We are talking about all these tangible and intangible aspects that allow for a memorable and relevant visit.
- And last but not least, update all of the company's print and electronic media. Make sure they are well -designed for the audience you want to attract and follow up on. There is nothing worse than entering an outdated site, or one without current means of contact.
On the other hand, what message would you give to buyers? Any suggestions when choosing which product to purchase to sell?
I hope you enjoy the exhibition and your purchases to the fullest, that's all. Intermoda is an extraordinary fair and a unique business platform in all of Latin America . Personally, I love visiting Intermoda every year because of its constant evolution in innovation and the possibilities of linking with very relevant brands at a local, national and international level. That 's where the real business of fashion is . If this interests you, you can't miss it.
What do you enjoy most about getting into marketing?
It is a fantastic disciplinary area that is always in constant evolution. It involves research, planning and execution processes that are never the same in each project; so there is no room for boredom. This subject requires you to keep an up-to-date pulse on what is happening in the world, trends, social, cultural, economic aspects, etc. In short, I love observing and trying to understand people and their relationship with brands.
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Did you know that...
-You can now register for Intermoda 79, get your free access here.
-Tony Luna gave the lecture "Fashion and the power of branding" at Intermoda 78. Relive it here.