Approaches of visual communication in digital marketing from a fashion retail perspective.

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In continuation of my research, through the literature review I found the fashion blogging, the influence of instagram influencer, digital competency and improvement of fashion apps, fashion films, selfie marketing and social media marketing are some of the effective approaches of visual communication in the field of digital marketing. The findings of this study will be beneficial for not only the fashion brands but also the fashion startup companies to select the suitable approach which fits with their communication and marketing strategy.

Fashion blogging and the Instagram influencers create an emotional twoway bonding with blogger/influencer-consumer and consumer-brands. The lifestyle, creative visual content and the personality of fashion bloggers create a positive impression among the viewers that drives themselves to become loyal to a brand. The digital competence of a fashion companies own website and fashion apps, boost engagement and create the trust of purchasing luxury products online. Another approach which is a comparatively new approach, fashion films act as a communication tool for the purpose of both education and entertainment. Despite having the effective traditional communication channel, fashion films make its place to fulfill consumers interest. To deal with the challenge with the negative review in social media, selfie marketing plays a very important role. Not only the paid advertisement of celebrities but also the “real persons” like us, the visual perspective of selfie engages us with brands and creates the brand positioning. Plus, social media marketing is regarded as the most suitable and the cheapest visual communication channel where brands-consumer and consumer-consumer can share their feelings and that increases the brand engagement.

Anyway, the selection of the most suitable visual communication approach is the limitation of my research due to the unavailability of empirical data. Apart from that, it may not be possible for fashion retailers or startup companies to integrate all findings into their marketing strategy. The nature, dimension of a company and the geographical location may have an effect on the selection of visual communication approach which will be a research guideline for future researchers. Plus, the recent pandemic situation of Covid-19, changed the lifestyle of peoples and we must adopt the changes as “the new normal”. Though it will be a long discussion how to adopt this, of course this will introduce a new lifestyle to all over the world. The enormous challenges and opportunities of fashion marketing strategy will move more into the online than offline. And the true and effective visual communication strategy will help fashion retailers to become successful in the digital platform.

Thank you.