Fashion Gets in Bed with Local Advertising

Writing by Brick Marketing on Thursday, 19 of June , 2008 at 6:10 pm

The fashion industry has had a love/hate affair with the internet for some time now.

The first factor is that fashion was traditionally a print business. Consumers poured through magazines to get photos of the latest fashion trends. What the models were wearing, what the celebrities were wearing, all it was visual and all of it was in print. The fashion industry was firmly in bed with the print industry. But times change.

Along came the internet, and with it, easy and almost instantaneous access to photos of what celebrities and models were wearing. The fashion print industry took a nose-dive, but the fashion industry itself, stores, outlets, etc., took off.

The story went a little like this:

1. Consumer saw a brilliant new gown on Celeb. A.
2. Consumer searched internet for designer
3. Consumer purchased the gown (or a knock-off) off the internet

But the story didn’t end there:

4. Consumer received gown and it either didn’t fit, or just wasn’t right for them once it was actually on
5. Consumer returned it

Fast forward a few years, and perceptive consumers are putting the fashion industry on the Local Search Marketing Map. How?

Like this:

1. Consumer sees a fabulous outfit on Celeb. A.
2. Consumer searches internet for designer
3. Consumer locates the nearest merchant selling the outfit using a local search
4. Consumer goes to the merchant to try on the outfit, and purchases it or buys another

The bottom line is this: Service providers aren’t the only ones reaping benefits from Local Online Advertising. The fashion industry is cozying up to Local Online Advertising because they provide the photos and the information, but local merchants provide the goods. Can the consumer purchase the clothing off the internet? Of course, but real fashionistas want to try the clothes on first.

Category: Local Online Advertising

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