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Facing up to changing consumer behaviour

Tom Goodwin, executive vice-president and head of innovation at Zenith Media, spoke to the Drapers Fashion Forum about the future of advertising and marketing in fashion, what is changing and what hasn’t changed enough.

On technology:

“What has changed is people and how they behave. What is fascinating isn’t the technology itself, it is the expectations it creates. Netflix has made it extraordinary to us that we can’t watch any piece of content whenever we want, wherever we want. There is no line now. Businesses have ecommerce departments or online departments but if you ask a 14-year-old how much time they spend online they don’t understand. If you ask them if they’re doing online dating or online banking, they say no, I’m just dating or I’m just paying my friend. They are always online. Modern behaviour is doing the thing consumers want to do – they don’t care how you do it.”

On intimacy and data:

“We have more intimate screens and data now. We’ve gone from TVs to laptops to phones. The phone is how we do everything now if we can. It’s an immersive experience, and a phone is the best advertising and ecommerce platform we could ask for – as long as we think about creating things for it rather than reducing things we have done before to fit it. We have to understand that customers are happy to share data, if they get something in return.” 

On influencers:

“Influence is changing and democratising. It used to be people like Anna Wintour who told us what was cool. Influencer marketing is very exciting, but we don’t know quite where it is going to end up – I don’t know how many more skinny people we can see posting pictures of tea.”

One final piece of advice: “Make it amazing or make it quick.”


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