From Runway to Retail How Models Influence Consumer Purchasing

We live in a world that is always evolving, so it’s only natural that designers and consumers are now forming a connection. In the marketing industry, marketers are constantly trying to gather information about consumer’s preferences and the data they engage with. Despite new technology, we have found that the most fruitful way to bridge this app with a more personalized and interactive experience – their already existing connection to modelling!

Let’s begin by discussing this connection through runway versus retail. Retail fashion is affordable and accessible to the everyday consumer, however high fashion is typically more expensive because it is made with higher quality material and has intricate details. High fashion is also more exclusive as if not as accessible as retail fashion. This exclusivity includes limited edition pieces and designer collaborations. The marketing strategies between these two types of fashion are also very different. High fashion marketing focuses more on the exclusivity and prestige aspect to intrigue their consumers. Whereas, retail fashion marketing focuses more on their affordability and convenience thus accommodating a larger audience.

Fashion models influence purchasing decisions because they help consumers understand their fit and body shaping. But how exactly do they do that? Consumers have different body types so sometimes it’s hard to decipher what would be the correct fit for your body, so models bridge that gap by helping consumers understand how a garment would fit different figures. Seeing garments in a visual format would be easier to understand than in a verbal format. Models essentially assist the brand in communicating with their consumers and allow the consumer to interact with the garments. The consumer’s participation can help shape the brand’s value and identity.

The Role of Models in Fashion Marketing
Understanding fashion adoption involves knowing how people begin to follow trends over a certain period. It impacts how consumers act and make decisions. Fashion heavily impacts people’s decisions to try and purchase new items. Companies use marketing strategies such as ads, promotions, and celebrity endorsements to influence people from all socioeconomic backgrounds to follow the latest trends and purchase their products. However, their intention to influence consumers doesn’t always mean that consumers will indeed be influenced by their tactics. Which is why market research plays a crucial role in this process. Efficiently integrating your market research into your marketing strategies can guarantee a higher chance of success and better results, as well as exceed your consumer’s expectations.

Fashion models can embody the brand’s vision in many ways. Models are a visual representation of the brand’s design and aesthetic. They essentially bring the clothing pieces to life through style, mood and creativity. They are used as a tool to communicate the brand’s identity to their target audience, as well as align with the brand’s values and overall message. They tell a story through their poses, movement and expressions, which often align the brand’s campaign. This story can either be about elegance, boldness or inclusivity. Models can make the brand feel more relatable and appeal to a wider audience because they symbolize diversity, culture, or aspirations. Because models are the face of the brand, they are able to influence and encourage how the consumer feels about the products.

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