Brands are in a dilemma about whether to adopt strategies that require product placement or not. But love it or hate it, the trend is gradually gaining traction from many leading brands and big stakeholders. Since the fashion industry has been impacted the maximum due to the disruption of the supply chain, brands are feeling the need to follow the approaches that make them more visible. After months of lockdown measures and in the absence of IRL events, audiences have flocked to platforms like YouTube, Netflix, and Twitch in search of entertainment and distraction. Another way to mark your presence in customers’ minds is to give them a free-hand and let them create their fashion sense. This is what our bag design software online has been doing for years and holds expertise in providing the latest business solution to companies and enabling them to get a hold of the luxury market once again.
Bags Designing Software Helps Brands to Stand Tall in the Luxury Market
Brands sometimes are reluctant to let anyone else endorse their product; one might attribute this to the fact that they don’t want to pay extra for advertisement. But the fact is that product placement happens very subtly, and a good deal of it occurs in the entertainment industry courtesy to stylists and costume designers. But as brands are now at the mercy of a stylist, and wouldn’t wait for them to approve or disapprove of showing their products. Thanks Branded Entertainment Network (BEN) is working tirelessly to connect the dots among the films, ads, brands, products, and artists. The company is owned by Bill Gates, who in the past has worked with the leading luxury houses, such as Chanel and Bulgari on brand integrations. It taps the mighty AI resources to find the right talent or characters to convey a brand message, based on who they want to target and the desired ROI.
The primary reason behind the constant headlock between the fashion industry and the entertainment industry is due to the fact that the content has become the king. And it is here that luxury brands are so successfully winning over the films because now they have the power to exploit them. Brands in the fashion and beauty category are changing how they think about marketing as streaming continues to grow. Brands can now view and sell a clear picture of where their products are in alignment with the characters and actors. In the past, we have seen how brands, including Louis Vuitton and Burberry, have made the most of their profit with video games and esports. Even pre-Covid-19, consumers were spending more time on the inspiration part of the purchase journey.
Let us look at the factors that elaborate on the need for product placement in the luxury market:
- Joining Hands with Influencers
We have reached a time where the significance of a talented social media influencer can never be downplayed. And these days, music videos are specially helping brand for recognition. According to a BEN study, 46 percent of consumers consider purchasing a brand after watching an integration in a music video, and 42 percent of consumers report having made a purchase based on seeing a brand integration. There are more chances of people remembering the accessories used in a video, and therefore, we have witnessed such higher partnerships between the luxury brands and the entertainment industry.
The same trend was observed recently when Cardi B took to Twitter to announce the luxury brands she relies on. The fuss caused by her tweet only highlighted the power of brand integration. Besides, the Twitter war also caused a 217 percent hike in Louboutins‘ search, followed by Balenciaga, which she used as one of her music video lines. This is the power of product placement that Balenciaga unveiled Cardi B in an ad campaign launched in September.
Working something on similar lines is the 3d bag design software, a customization solution that enables brands to let their customers become influencers and confidently show their fashion sense. With its digital features, your customers can choose, create, customize, and view handbags in 3d.
- Rewarding Reviews from Customers
The bottom line of adopting any strategy is to ensure that you continue entertaining your customers and keep up with their expectations. For a very long time, brands have refrained from making any statement about actors using their products in films or music videos. Although the same can’t be said about the apparel industry and automobile industry, where hints of products being used were not so subtle. However, a shift to fashion in lyric mentions can also be identified. From 2014-2017, brands like Rolls-Royce, Ferrari, and Hennessy were most mentioned in Billboard’s top 20 songs of the year. But from 2017-2019, luxury brands, including Gucci and Rolex, topped the rankings, showing a deepening link between music and luxury fashion.
To promote luxury products, such as backpacks or handbags, brands have to realize that modern-day consumers are far more aware than their previous generation. They critically evaluate the situations and places, scenes, or anything that involves their favorite brand. This should stop or deter brands from experimenting with marketing strategies, especially in the case of luxury brands. The basic idea behind launching these approaches is that it increases your visibility. Therefore, luxury accessories brand Mark Cross is joining Amazon Luxury Stores, Amazon’s platform for luxury fashion. The digital gifting suite officially launched today.
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Fall 2020 now on https://t.co/r1Kq1ccTuH pic.twitter.com/TYPecGOiei— Mark Cross (@MarkCrossNY) October 19, 2020
The gifting suite features a mix of small leather goods, including wallets, passport covers, games, and home decor items, as well as Mark Cross’s new Essentials range, featuring small pouches made from upcycled materials. Price points range from 175 dollars to 2990 dollars.
- Innovating TV Placements
Though people have moved towards OTT platforms, TV’s value never is decimated. It is a powerful tool that helps brands secure powerful deals. On shows like Keeping up with Kardashians and The Real Housewives of Beverly Hills, people are exposed to Hollywood celebrities’ lavish and luxurious lifestyle and their wives. Their people also are made aware of what apparel they are wearing and what accessories they are using. These all help brands to expand their market reach and enable them to advertise their products.
In the UK, fast fashion platform I Saw It First brokered a product placement deal with leading primetime TV show, Love Island, for the 2019 and 2020 seasons. The company dressed all contestants in the show and made outfits shoppable on site. It saw a 67 percent spike in month-on-month sales and a 60 percent boost in site traffic week-on-week during the show — gaining 250,000 new customers on-site. If this true for clothes, this can also be implemented in the handbag sector.
The Ball is in Your Court-
From the pointers mentioned above, it is evident that brands have to adopt strategies that up-surge their market reach to increase your visibility. And product placement is one such powerful marketing tactic that establishes a compelling association between brands and consumers. Suppose a musical artist appears wearing a certain brand in a video, or a character wears a brand in a TV show. In that case, you are embedding it in the audience’s network of associations. It is a very strong advertising placement, which, if done well, is bound to change consumer’s perception of brands. Another way to make a way into buyers’ hearts and minds is through customization. The leather bag design software by iDesigniBuy offers the latest personalization solution that enables brands to let their users enjoy shopping and make something unique that depicts their fashion sense. Giving your customers a free hand to experiment with their style and personality also helps brands gain attention. Believe in your customers and let them shape their fashion world.
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