Brands today have many ways of staying touch with their customers, however there is not one way for brands to do it because with every different type of retailer they have different ways. I will be talking about Prada and Newlook as an example seeing as they are very different, Prada is high end and Newlook is a high-street brand.
For example, Prada appears on prominent featured places on hundreds of covers of the most important fashion magazines in the world contributing to the brand popularity. Prada’s products have always been presented as work of art. Prada has a very strong connection with their art community, seeing as one of their most famous ways to communicate with their customer is through their exhibitions. Prada’s exhibitions involve every aspect of art whether it is architecture, philosophy, science, design and cinema. Overall high end brands cherish their relationships with their customers so they communicate one way, which Is what was mentioned above.
On the other hand, Newlook and other high street brands use all sorts of platforms such as social media, adverts, email, text message and so many other means. High street stores are known for keeping in touch with their demographic seeing as they have more people than high end. Some people would disagree with the amount of different people the high-street brands must consider. Majority of the time they are selling things such as men’s wear, women’s wear, children’s and sometimes house hold appliances.
Even though these two method may work for the brand they have their pro and cons for both sides. For example, Prada and other high end brands use the art exhibitions, even though this may work for their demographic they would not have a range of people all under one name. high end brands always have the same people supporting them. Many ways they could change this by using a different channel, for example social media, this is where you will start to attract people all over the world and of all ages
New Look and other high street brand do the complete opposite and communicate with everything, this does help them get to their demographic which is majority the youthful generations. Their customers have accessibility to all the platforms they need whether it is social media, email, phones and the internet.
Brands did get by, by doing the usual advert and billboard aspect of it but eventually they found out that it was not cutting it.
PRADA &NEWLOOK