Marketing Currents - Business and Marketing Current Events

How fashion got marketing right in 2020


After a year like no other, marketing executives are analysing the learnings for the future. The fashion sector has embraced digital and moved ever-closer to the consumer – with benefits that will extend into 2021.

The shift of advertising from physical to digital, a process already in progress pre-pandemic, has sped up. 

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Discussion Questions:

  1. What is marketing important to the fashion industry?
  2. According to this story, the fashion industry has embraced digital. What does that mean?
  3. Why do you think the fashion industry has shifted to digital?
  4. Why do you think many fashion brands chose to align with political issues in the last year?
  5. How do you think Tik Tok has provided opportunities for fashion marketers to reach consumers?
  6. According to this story, what other marketing strategies were effective for fashion brands in 2020? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.