‘Consumers need to be deeply informed about fashion brands to keep up with the times. And in this digital age, creativity is required to attract the attention of consumers. Because social media platforms like Instagram and Pinterest have brought brands closer to consumers through online shopping. Consumers can now browse and buy products of choice from social apps with clicks. In this way, virtual media makes brands more accessible to consumers. It allows consumers to have a virtual experience from the comfort of their homes. On the other hand, AI algorithms are used to analyze user data and their behavior to know about their personal preferences. Consumer needs can be understood. In the age of social media, user-generated-content has become an important medium for brands. Through which consumers can be influenced. Even the use of QR codes has already gained a lot of popularity in the marketing world.
Anand Chowdhury, founder and CEO of Assen, said these points while speaking at the ‘Fashion and Lifestyle Marketing Fest’ organized by Brand Practitioners Bangladesh and sponsored by Yellow on Saturday, March 9. At Assen and his long professional experience, he expressed various directions and opinions on fashion and lifestyle and the success of the brand.
Anand Chowdhury said, ‘Successful marketing is based on storytelling. Brands that know how to tell a story and describe it are the ones that can make a place in the minds of consumers.’
By leveraging marketing, brands can create moments that stick in consumers’ minds. It also brings together online and offline through digital integration, so that consumers can experience.
‘In a world where everything is accessible at a click away and exclusivity holds a special allure Besides, through positivity, the associations are known as a brand different from the competitors.’
What does Assen do in experiential marketing for fashion and lifestyle brands and how does it contribute to brand success? Anand added, ‘Different from traditional celebrities, micro-influencers have a great interest in their small-scale work. By working with micro-influencers, brands can better represent themselves.’
Assen’s founder said, “Assen’s marketing experience is instrumental in increasing engagement and strengthening partnerships between fashion and lifestyle brands with micro-influencers.”
He also said that to move forward in the digital world, fashion brands have to move forward with the times. Through this, brand success will come and experience can be used to establish trusting relationships with consumers.
Arfanul Haque, GM and Head of Retail of Bata Shoe Company Bangladesh Limited; Mohammad Manjur Alam Bhuiyan, AGM (Marketing) of Bashundhara City Development Limited; Samdani Tabriz, Chief Executive Officer of Rapido Delivers; and Sumaiya Motiatur, Head of Communication, United International University were also present on the occasion.
Entrepreneurs, MDs, CEOs, CMOs, supply chain heads, brand managers, fashion and digital marketers, creative directors, content creators, fashion market researchers, fashion influencers, professional fashion buyer agencies and educators were also present.