Recent data privacy changes, driven by regulations like the GDPR and CCPA, as well as tech updates by Apple and Google, have reshaped digital marketing strategies for fashion brands. With a shift towards first-party data and influencer marketing, brands are adapting to a new era of customer engagement.
Recent data privacy changes have significantly impacted digital marketing strategies for fashion brands that previously relied on third-party ad targeting and social media techniques. Regulatory changes like the EU’s General Data Protection Regulation (2016) and the California Consumer Privacy Act (2020), alongside technical updates such as Apple’s iOS 14 (2020) and Google’s planned discontinuation of third-party cookie tracking in 2022, have ushered in a new era requiring brands to adopt different marketing methods.
Fashion brands now need to prioritize creative, first-party data-driven marketing approaches to build deeper customer relationships and gather valuable consumer insights. As traditional third-party data marketing fades, brands experience higher customer acquisition costs, with a notable increase of 70% on TikTok and 39% on Meta platforms.
In this new landscape, influencer marketing has become a key strategy, shifting from Hollywood stars to social media personalities. Notable examples include Hugo Boss partnering with TikTok star Khaby Lame and Levi’s working with YouTube influencer Emma Chamberlain.
Retail media networks (RMNs), like those of Amazon, Target, and Ulta Beauty, and emerging metaverse platforms like Roblox, offer new opportunities for brands to engage customers at critical points in their purchasing journeys. Blockchain-based web3 technologies, including NFTs used by Adidas and Prada, also provide innovative avenues for community building and customer engagement.
Ultimately, fashion brands must adapt to a privacy-first world by leveraging creative content, engaging influencers, and utilizing new digital channels to maintain and strengthen customer relationships.
