Abstract
Over the years, the landscape of product marketing has dramatically shifted, owing to advancements in technology and communication. Gone are the days when products were simply placed on shelves and advertised on billboards. Today, fashion brands rely on visual rhetorics and symbolic representations to connect with their audience. Emotions have evolved into a currency in our increasingly digital world, and fashion brands are leveraging this development to draw customers from various socioeconomic backgrounds. These brands appeal to consumers’ deep-seated needs to feel loved, acknowledged, understood, and seen by leveraging smart visual presentation techniques. This study seeks to delve into the trending fashion communication strategies and propose innovative techniques for consumer engagement through visual communication in the digital transformation era. By analyzing the evolving trends in the industry, the research provides valuable insights into the most effective methods for brands to captivate their audience and drive sales.
Presenters
Siddhali DoshiAssistant Professor, Fashion Communication, Symbiosis Institute of Design, Maharashtra, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Design Management and Professional Practice
KEYWORDS
FASHION COMMUNICATION, EMOTIONS, DIGITAL MEDIA, COMMUNICATION STRATEGIES, VISUAL COMMUNICATION, FASHION FORECASTING
