| Tittel: | Managing risks and disputes in the fashion industry | | Ansvar: | Heike Wollgast, Chiara Accornero, Ida Palombella and Federica Caretta | | Forfatter: | Wollgast, Heike  / Accornero, Chiara / Palombella, Ida | | Materialtype: | Artikkel - elektronisk | | Signatur: | WIPO Magazine | | Utgitt: | Geneva : WIPO, 2021 | | Omfang: | S. 43-46 | | ISBN/ISSN: | 1564-7854 | | Serie: | WIPO Magazine ; 1/2021 | | Emneord: | Digitalisering / Varemerker / WIPO | | Note: | Open access (CC BY 3.0 IGO) | | Innhold: | Fashion is going digital, and so too is advertising. The digitalization of the fashion industry was
already gathering pace when the pandemic hit, but home confinement and social distancing
have further boosted the trend. Consumers stranded at home spend more time on social
media. Brands are acutely aware of this. Building an effective and strong digital presence that
aligns with brand values, and effectively communicating such values to consumers through
the screens of their mobile phones, is what increasingly makes the difference between staying
relevant and a huge flop.
To stay relevant in the market you certainly need at least one of the following elements: an eye-catching advertising campaign, a well-organized e-commerce website, a catchy pay-off or slogan, an
efficient and reachable customer service, and marketing initiatives to keep your fan base involved
and interested in the brand. Even better, you need a mix of all these elements …and oh yes, you
need a great product, but that’s a given, right? | | Del av verk: | WIPO Magazine 1/2021 |
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