Fashion brands search for ways to communicate adventure to consumers
Implications - Brands are searching for ways to keep up with consumer culture, which is becoming more and more experiential in nature. In respect to the fashion industry specifically, many brands are shedding prestige in favor of adventure by turning to bold marketing activations, campaigns and stunts. This no-holds-barred approach to fashion marketing is enticing to consumers who are embracing risk in a voyeuristic way.
Workshop Question — How can you convey a sense of escape and adventure through your product messaging?