Digitalization is at the forefront of the conversation about what is changing in the fashion industry. The need for brands to have an online presence and operate business digitally has been continuously rising, especially over the past few seasons. 

We have summed up our findings from our talks with 6 fashion industry experts working in different essential fields that can make or break your brand: buyers, trade shows, and PR. Read their 3 important pieces of advice for brands’ growth.

The internet has fragmented the media landscape, creating thousands of new niche channels to reach your markets. Where brands used to rely on only a few influential editors, they now have a global community of stylists, influencers as well as retailers that all have substantial reach in their SoMe, newsletters, websites, and other digital platforms.

It also induced a shift in the role of the consumer. People are no longer simply buying fashion items, clothing, and accessories since the use of social media and the internet has empowered them. Consumers want to be part of a community, interact with brands, and influence what they buy. They are in charge, more informed, and selective and care about how they are perceived on social media, putting importance on the perception of the goods they buy and own. Most consumers also use several digital channels before, during, and/or after making their purchases. Buyers echo this, their brand discovery is mainly happening online:

“My brand discovery is a cross combination of Instagram and media coverage online. It’s intuitive and organic. Every morning I refresh online media such as Hypebeast, Complex, and High Snobiety, figure out brands from their Instagram, and search for information about the fabrics and their production.”

– Kevin Kafesu – Head of Buying at Norse Projects

Fashion is the number one e-commerce section in the world, in 2021 the global market value was at $759.5 billion. This number is predicted to grow in the next five years as online fashion’s annual growth rate will put the industry at +$1.0 trillion (source).

As brands are using the internet and social media to inspire and get their message across, it also has created difficulties because of the tough competition and a saturated market. This was emphasized during our talk with the Danish strategic and creative agency, Mørch & Rohde:

“Today it’s more democratic, there’s a large crowd that can actually make a brand successful. It’s somehow good for the industry but also difficult for a brand because there are many touch points and people have to be convinced about a brand’s uniqueness.”

– Lotte Mørch Monchamp – Co-Founder and Creative Director of Mørch & Rohde

This means that becoming a digitally-savvy brand can no longer just be an option. Instead, it becomes a fundamental pillar to not only satisfy consumers but also partners alike.

This fragmented media landscape makes it a very delicate path to navigate. The brands’ heritage, identity, and story are at stake. Any digital manifestation of the brand, from social media platforms to third-party distributors, must go hand in hand with the refined brand values and must be tailored to the consumer’s needs. Misaligned digital services may actually pose a threat to the brand’s reputation and growth:

“In our screening process, before we accept any brands into our shows, we’re looking at their lookbooks, their line sheets, we’re looking at their Instagram…We have a team that’s looking at multiple digital ways for brands to tell their stories.

Sometimes if brands aren’t able to do it in an efficient way or if it’s not cohesive, we may miss the mark on a great brand. We are digitally accepting brands into our shows and that becomes an important part of the process.”

– Edwina Kulego – Vice President of International and Business Development at Informa Markets

With all this competition, buyers need to calculate their return on investment, tradeshows have started to filter between brands to offer a great selection each season, and consumers need to be fed with purposeful stories about your brand to advocate for you and have the brand on top of mind. 

All this leads to one thing, content. But not just any content, content with a purpose. Content for buyers to push certain key styles, and collections and feed their e-commerce, content for a tradeshow to complement the physical showings of the brand, and content for the consumer to keep getting enticed and know that the brand still has that cool factor or sustainable approach.

“Instagram, YouTube, web-shop, retailers, wholesalers, print/online magazines, and content creators all need a brief which translates in different ways. A tendency we see a lot is to also prioritize the budget to different channels and a lot of brands are spending or allocating more budget to content shoots.”

– Lotte Mørch Monchamp – Co-Founder and Creative Director of Mørch & Rohde

“We have a small team, on a lot of the products that have a lot of turnover for instance: limited edition sneakers, we use the content directly from the supplier because the turnout is so fast (…)

We rely on assets provided by the brands directly: pack-shots, product descriptions, etc…Which we then obviously amend to our tone of voice, but all that stuff is important. When you are working six months ahead, we want these assets already so when the product arrives it’s just plug-in and play.”

– Kevin Kafesu – Head of Buying at Norse Projects

Ines is the Research and Marketing Manager at VOCAST.  She previously worked in the beauty industry and is now an expert in social media and digital marketing. Every day she helps design-driven brands navigate digital trends and carry out their marketing and brand strategies effortlessly.

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space – and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as micro-influencer marketing has joined the social media scene; humble social media followings, authenticity, and friends of the powerful Gen Z, micro-influencers are essential to your marketing strategies, and “the more followers, the better” is passé. 

To help you navigate this niche sphere, VOCAST sat down to talk to three experts within the field of influencer marketing.

Mathilde Moberg, Partner and Management at Nter_Action

Mathilde Moberg works as an influencer manager and has been working with PR and influencer marketing for some time now and has been in love with the wild industry ever since she started. Mathilde and co-founder Oliver have the company Nter_Action, an activation agency that provides help and service to both the brand and the influencer. 

Emil Brandt: Influencer Agent, Marketing Manager & Partner at AA Agency

Emil Brandt Jensen works as an influencer agent, marketing manager, and partner at AA Agency. He helps companies find the right influencers for their brand and help them plan out the most profitable strategy to succeed within this area. Inside the company, he also has a handful of Danish influencers with whom he helps grow their social media channels with commercial cooperation.

Candice Sophia Antoine: Micro-influencer

Candice is a 23-year-old Franco-American living in New York who’s passionate about vintage goods, fashion, jewelry, and cooking. She describes her style as a combination of funky, eclectic, and chic. Currently freelancing as a content creator, Candice is also the founder of the Vintage Deli, a fun, and colorful jewelry brand.

Instagram: @so.candice

Ema is the Lifestyle Researcher for the French market at VOCAST. She grew up in Brussels and previously worked with fashion PR. She is currently studying a master’s degree in international development and business and has a strong interest in sustainable and ethical practices within the fashion industry.

Bianca is the Swedish Lifestyle Researcher at VOCAST. She is currently studying a bachelor’s degree in Business Administration and Service Management at Copenhagen Business School. She grew up in Gothenburg, Sweden and has an interest for the fashion industry as well as influencer marketing.

​The wellness industry has been on the rise over the past several years. The once niche phrases self care and self love are now seen as an integral practice by many consumers around the world. Now more than ever, we are all looking for ways we can best take ownership to prioritize our overall well-being and becoming much more aware of all the different ways we can, and should, take care of ourselves. Wellness is about taking care of our body as well as our mind. 360-degree wellness care is for many the new holy grail. Wellness is innately tied into the lifestyle industry, from what we decorate our home spaces with, what we wear to exercise or relax, and how we care for our skin and hair. 

VOCAST has spoken to two experts within the field: Chelsey Weimar, Model & Founder of Project Comfortable, and Nina van Haren, Social Media & PR Manager at CABAU, shedding light on what wellness is about and why brands can benefit from collaborating with profiles and publications that showcase wellness related content.

Today’s consumers define wellness across six dimensions:

Health: Besides medicine and supplements, it now also includes telemedicine, remote health care services, and personal health trackers.

Fitness: Creative offerings that meet the needs of consumers, such as fitness apps and YouTube videos, have seen a lot of progress lately.

Nutrition: Consumers now want food not only to taste good but also to help them achieve their wellness goals.

Appearance: This involves both wellness-oriented apparel (athleisure) and beauty products (such as skincare and collagen supplements).

Sleep: Next to traditional sleep medications such as melatonin, app-enabled sleep trackers and other sleep-enhancing products (for example, gravity blankets) are often being used.

Mindfulness: Meditation-focused apps and offerings have gained consumer acceptance.

According to the McKinsey Wellness survey, consumers care deeply about wellness and their interest is definitely growing. In a survey of approximately 7,500 consumers in 6 countries, 79% of the respondents stated that they believe that wellness is important, and 42% believe it to be a top priority. Moreover, McKinsey estimated the global wellness market at more than $1.5 trillion, with annual growth of 5% to 10%. Therefore, there are a lot of opportunities for companies. However, the market is crowded. VOCAST gathered some insights to help you navigate through it.

Chelsey Weimar, Model & Founder of Project Comfortable

After many years in the modeling industry, Chelsey founded Project Comfortable: from interviews to tutorials, to editorials and reviews – there’s something for everyone. She wanted to create a space that allows her to bring her vision of beauty, lifestyle, wellness, and fashion together. Where her love for video and photography meets, and where she can share her network of inspiring creatives with the world.

Nina van Haren, PR Manager & Social Media Marketing Director

Nina van Haren has been part of the CABAU team since the day the brand was launched in February 2019. Working as Social Media Marketing & PR Manager for the brand, Nina is responsible for branded collabs, events, PR product launches, cross-channel social media marketing strategies, brand awareness campaigns, and PR activities.

Chelsey Weimar: Wellness matters because everything we do and every emotion we feel relates to our well-being. It definitely affects our emotions and actions. You can achieve wellness by staying in good condition mentally, physically, and spiritually.

Nina van Haren: Wellness is everywhere. It is our whole life. Today’s society is dominated by a 24/7 online world. Our stress levels are also constantly being tested as a result of social media platforms influencing our lives. A prolonged high-stress level has a serious impact on our body, muscles, and hormone system. And this is exactly why we should, more than ever, be concerned for our health through simple day-to-day steps and habits that will have a major impact on the way we feel, the way we look, and the way we behave.

Chelsey Weimar: I think more and more people realize now that wellness is not a luxury but a necessity. I feel like Covid also played a big role in this. Also, the marketing to live a healthier life is bigger than ever, and because there’s so much money involved in this industry I feel like everyone is trying to be part of it, in any way possible.

Nina van Haren: The wellness industry has always existed. However, our need for wellness services and products has increased over the past decades. As a result, the industry has risen. Now, more than ever, mental health has become a national concern where it wasn’t such an important matter a few decades ago. I believe this is due to a changing society in which mental and physical health has become a major player.

Nina van Haren: One major movement in the industry is the body positivity movement. More than ever, brands are embracing our natural human forms. Instead of portraying only tall, small women in wellness campaigns and advertisements, more and more brands are working towards a more realistic image. It is a beautiful movement as it makes us, consumers, realize that all bodies are different. What I personally hope is that this movement is convincing young girls and boys to embrace their bodies and looks and consider their body characteristics as unique and beautiful. Another trend is the attitude of businesses towards mental awareness. Yoga retreats, mindfulness workshops, and meditation classes have become increasingly popular. I believe that there is a great market for mental health businesses as society is only putting more pressure on us resulting in a rising need for mental health services.

Chelsey Weimar: To me, the mental health-based ones are the most important. Mental health wellness has been taken more seriously over the years which makes me very happy and I think is extremely important.

Chelsey Weimar: They are recognized subject matter experts who have knowledge and experience in their field. It makes them excellent brand ambassadors because they are honest and passionate about their expertise and I think more relatable than doctors or nutritionists for example. You follow their digital life on Instagram so you feel like you know them personally because you see so much more of their life than just the wellness-based advice they share.

Nina van Haren: As our health is so important, we need platforms to help spread this message including influencers. In whatever industry you’re in, you need marketing channels and ambassadors that help spread your brand message. You need ambassadors with the same values as your brand values. Ambassadors that fit your target group. Only when there is a good match between brand and ambassador, influencer marketing activities are beneficial as your ambassadors are your “faces” of the brand. They represent your brand and give the company and its mission a visual image with emotion and personal bonding. A personality is someone the consumer can identify with, feel empathy for and connect with. That is the strength of Influencer Marketing.

Georgina is the UK Market Coordinator at VOCAST, responsible for British fashion and lifestyle research. Along with her work at VOCAST and studies at Copenhagen Business School, she is passionate about conscious fashion reform in the industry.

Michelle Achten is the Dutch Market Coordinator at VOCAST, responsible for the Dutch and Belgian Fashion and Lifestyle research. She received her bachelor’s degree in Fashion Business and master’s degree in Innovation.

​LGBTQIA+ influencers and activists are highly influential contacts who have nurtured loyal, trusting, and dedicated audiences. As these activists pioneer to change society, so does the incentive for brands to get involved in the movement. Varying across markets, over the months of June, July, and August, a multitude of campaigns and products are launched by lifestyle brands to celebrate Pride Month. However, consumers are becoming more and more aware of the intentions and actions behind brands; as companies incorporate Pride branding into their campaigns, so does the backlash for those who do so inauthentically, and with no intention of actually supporting the LGBTQIA+ community. 

VOCAST has interviewed three incredible industry insiders working in the activist and lifestyle space. They have highlighted the impact and benefits of brands working within the community, and also shared advice and suggestions on how brands should work authentically and effectively with LGBTQIA+ influencers not only during Pride Month but all year round. 

Brands that embrace their uniqueness and understand their powerful position are indispensable for helping communities. Utilizing a brand’s access to markets and large, diverse populations opens the door to creating campaigns that spark interest and encourage conversations through inclusive marketing campaigns. As Benjamin tells us, “using corporate influence to make broader changes is where companies can be truly helpful.”

The LGBTQIA+ community is not only vast, it is loyal. Activists and influencers in the community have the ability to reach audiences who truly trust their opinions because they understand their consumer demands on a highly personal level. Working with activists during Pride Month, as Charlie says, is not only just smart business, it’s the right thing to do. She explains how Pride branding is a recent phenomenon: 

« To have global brands coming out now and saying “we’re on your side” and to see them be pro LGBTQIA+ is huge especially when you remember a time when it wasn’t like that. »

Brands can be intimidated during Pride Month, some have been openly critiqued by the community for their branding strategy. When a campaign flops, Charlie says that it is easy to tell that no one from the community has been behind the marketing story. She advises brands to think about the diversity in front of the camera and behind it, understand the diversity within the letters: LGBTQIA, and take a permanent stance on issues. Mikko further explains that branding should always be authentic and that all support is welcome because, with more visibility, we are able to move towards a more inclusive world. He says that Pride is a time when people who are not part of the community can learn something, and by brands participating in the conversation, wider audiences are reached and opinions can be changed. By booking LGBTQIA+ talents, brands bring more opportunities directly to the community. Nevertheless, he says:

« Utilising pride month in brand strategies should never only be about thriving more sales or uplifting the brand image. »

Mikko explains that it is unethical to work with LGTBQIA+ talents only during Pride Month and forget about them for the other 11 months of the year:

« If you really want to support the community, do it all year round and book people for their talent and not just for their sexual orientation or identity. »

Charlie tells us the same thing: “We need you all year, not just for a month”, she says. She feels that pride campaigns, in general, are positive and show that a brand is on the right side of history, but it is much more empowering for the community to see themselves advertised not just for pride, but in any campaign, any time of year. She also explains the importance for brands to not bring in people from the community as an act of tokenism:

« It will be nice when I can do a campaign and it’s not even note-worthy that a trans person was included, thats what will feel equal and that’s the goal. »

A key thought to incorporate during any marketing campaign is that Pride Month and support of the LGBTQIA+ community is multifaceted as its members; there is no one cause to support, but rather a myriad of issues that affect each subgroup differently. Simply focusing on the overarching “rainbow” will often cause individual issues to be overlooked. Understanding the specific areas within the community can often prove more authentic and concrete when intending to lend support for change.

Authentic support is also deeper than marketing and branding. Benjamin explains that Pride branded products themselves are not a problem, “as long as corporations give authentic support to the LGBTQIA+ community and change internal policies”. He says that companies must, at the very least, have corporate policies to ensure that management supports a safe and supportive environment for employees. A brand’s own LGBTQIA+ employees must be supported and involved in a healthy work culture in order to not only be authentic when reaching out to outside communities but to be successful. Mikko also explains that support should be seen in all layers of the company, not just in the end result of a marketing or social media campaign:

« Look at the production teams, PRs, and creative teams. If everyone looks the same, something is wrong. »

In a time of brand transparency and interest, consumers are much more involved in the companies they choose to buy from. Studies show that over 50% of Millennials, the current largest consumer group, say that they are not only more likely to support a brand after seeing an “equality-themed ad”, but are also more likely to choose them over their competitors. Moreover, that financial incentives continue to grow: the LGBTQ+ community has a combined buying power of $3.7 trillion globally.

Benjamin explains that consumers are demanding more actions from corporations on the theme of equality, as well as other CSR-related themes such as climate and environment. He says that consumers are getting more critical and corporations need to go deeper than just rainbow packaging:

« Consumers have a critical eye on the companies that they buy from, which pressures companies who are rainbow washing. So, companies’ branding has been taken advantage of pride month, but we see a drastic change, where performing rainbow washing will backlash on companies. »

Benjamin explains that rainbow washers will profit from symbolic support for the communities without contributing to the LGBTQIA + fight through funding, networking, changing policies, or activism. Rainbow washing has far-reaching impacts. It’s damaging, he tells us, because it misleads well-intentioned people into thinking they’re supporting the LGBTQIA+ community when in reality they’re filling the pockets of greedy corporations. He says that the misuse of the Pride flag has had a watering down effect on Pride as an event:

« In some people’s minds, Pride has become more about brand deals, sponsorships and celebrity appearances, rather than supporting queer voices and raising awareness for LGBTQIA+ issues. »

Moreover, any budget used by corporations to fulfill this often performative branding uses funds that would make a substantial difference otherwise. These funds could be applied to either supporting LGBTQIA+ nonprofits, or simply turned towards improving a company’s own culture and ensuring that their own LGBTQIA+ employees are supported. In other words, it can in fact remove opportunities for authentic allyship. This is not to say that small steps are not significant, research by GLAAD and Proctor & Gamble shows that inclusive media images and advertising lead to greater acceptance and understanding of the LGBTQIA+ community which is still a positive change. 

Mikko tells us that when finding the line between support and commodification, it’s about understanding people as individuals and more than a sexuality or identity. He explains the importance of listening more, and learning more:

« Invest in diversity and inclusion workshops for companies. In my opinion, close-mindedness comes often from a lack of information. »

Benjamin says that when a brand swaps its social media avatar to a rainbow version in June or otherwise shows some support, it has to reflect whether its ads feature the community year-round, whether it hires LGBTQIA+ employees, puts them in leadership positions, and whether the brand actually supports the community with resources and internal policies.

Charlie explains that brands should not create a collection for Pride Month if the profits are not contributing to the community. When defining the difference between support and commodification, she asks brands to remember what Pride Month means:

« It’s not just a celebration and a party. Pride started as a protest, a riot against the police. If you’re going to be monotizing off of that, you need to pay into the community. »

Mikko also encourages brands to find diverse people in the LGTBQIA+ community and listen to them, “you can have a brief but this is the time to give creative freedom” he says. He also advises that brands make sure they have LGBTQIA+ people in their own team or even consult someone, when planning campaigns:

« Being authentic, in my opinion, is the best pride strategy to celebrate the freedom to be who you are with no limits. Selling products shouldn’t be the main goal or focus. »

Olivia is the US Lifestyle Researcher at VOCAST. She received her degree in PR and Communications from Rutgers University, and has worked in Lifestyle and Fashion PR. 

Interview with Tonja Folkvard – Editor-in-Chief of Hytteliv 

Tonja Folkvard is the Editor-in-Chief of Hytteliv, Norway’s leading magazine about cabin interiors. With her extensive experience and expertise within the field, she has highlighted what trends and needs currently characterize the market of the Norwegian cabin interior, as well as how this is reflected in the magazine. (Picture credit: Caroline Roka)

Interview with Ellen Schwick – Influencer and Cabin owner in Salzburg, Austria.

The “Hütte am Wald” cabin run by Ellen Schwick lies in the beautiful area of Salzburg, Austria. The owner, Ellen, has given us an exclusive insight into how she works as a content creator and nano-influencer. She also tells us about what interior pieces are especially worth mentioning and what she thinks sets alpine influencers apart from other interior content creators.