Fashion marketing campaigns tend to be creative, sometimes controversial, but always at the forefront of what’s ‘cool’.

Whether or not the clothes are wearable... well, that’s beside the point.

Here are a few of my favourites from over the past few years.

1. Burberry Kisses

Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.

While its most recent fashion campaign experiments with the ‘see now, buy now’ trend, its broader marketing creatives tend to be the most exciting.

‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. 

Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.

Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. 

2. Ted Baker's Cabinet of Curiosities

Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.

Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.

The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.

Alongside its recent experiment with shoppable content, Ted Baker proves there is real value in its creative approach to marketing.

 3. Nike's Better for It

We're always writing about Nike on the blog, and with a back catalogue that reflects its strong brand identity, there's a good reason why.

2015's 'Better for It' campaign is one of the most memorable in recent years.

Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.

With a light-hearted but empowering tone, it succeeded in engaging female consumers.

4. Hermès’ House of Scarves

Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.

Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.

With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.

While we have previously pointed out that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.

 5. Inside Chanel

Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.

Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.

Combining photography, digital sketches and video - it uses rich content to bring the story to life.

With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. 

6. H&M's Close the Loop

We recently wrote about why women are talking about H&M's latest campaign, but its 'Close the Loop' ad is another example of the brand's innovative marketing.

With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.

Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.

By creating a buzz around the campaign, it ensured that its message of sustainability was heard.

7. NastyGal's #GirlBoss

Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.

As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.

Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.

A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.

(Read more on brands using podcasts.)

8. Swoon for Monsoon

A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.

Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.

Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.

A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.

9. #CastMeMarc

Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.

For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.

As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.

10. Rei's Opt Outside

This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.

Outdoor apparel retailer Rei encouraged consumers to boycott Black Friday, even shutting down its own website on the day itself.

As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.

With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. 

Nikki Gilliland

Published 19 October, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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