6. Maintaining a Creative Brand Image in an Omnichannel World

Whereas the need to optimize and coordinate digital marketing communications across multiple channels has been given much attention in recent decades, its integration with creativity has not. For trendsetting fashion and luxury brands, radical creativity is frequently at the core of their brand as well as their marketing communications. Marketing messages have always tended to be highly visual, building surreal dream environments for target groups to aspire to, visionary worlds unlikely to derive from user data. In today’s complex omnichannel environments, where many dominant channels are user-driven, this is no longer sufficient to maintain a consistent brand image. A more agile approach is needed to harness the possibilities within dynamic, marketing channels while maintaining the creative brand image. In this chapter we explore multichannel and creative marketing communication, and how they can be effectively integrated to strengthen fashion and luxury branding.