What will fashion advertising look like and where will it come from?
” While the future is hazy (at best) to us as well, we’ll offer up our two cents. Question 1: What will fashion advertising look like? Fashion advertising, as discussed in Part One of this post, will likely be a combination of branding and direct response advertising—and more heavily weighted toward direct response than it is now. As for what it’s going to look like, we’ll throw our hat in the ring and offer up a few ideas: Branding isn’t going to go away. The “slick expensive ad campaigns shot by expensive photographers with exotic models” described by Julie aren’t going to end. However, the measurability of direct response is likely going to affect the way branding campaigns are run. We predict that these branding campaigns (the ones with the beautifully blasé looking models) will be held to a higher standard, one that involves metrics in some shape or form. The fashion industry is waking up to the potential of the Internet, and though the industry will inevitably face a rocky road o
