Reports & Whitepapers

Fashion Marketing Trends: How Mass Market Brands Are Embracing Opportunities in 2024


Mass Market Fashion Marketing Trends

When mass market fashion brands stepped into 2024, they faced a new set of challenges and looming economic uncertainty. Fashion marketing trends are more difficult to forecast. Equally, a set of third-generation brand disruptors are shaking up the scene. Fast fashion is getting faster (and far more competitive).

With inventory pressures, high return rates and digitally savvy competition to contend with, Q1 was a critical time for brands to make a strong and lasting impression. We've seen brands experimenting with various Voice tactics. Some are even redefining the Influencer Marketing playbook to overcome content saturation and promotional inauthenticity.

But how much Media Impact Value™ (MIV®) did some of the industry's biggest players drive from 2023? How did their unique Q1 2024 strategies fair and what fashion marketing trends did they leverage? This mass market dedicated data brief benchmarks the Brand Performance of ten top-performing fashion players.

We quantify, in monetary terms, the marketing efforts of brands including Zara, ASOS, Mango, Zalando, H&M, Uniqlo, & Other Stories and many more.

Join us as we dive into the current state of the mass market fashion industry. We dissect key campaigns executed by Zara and Gap between January and March to understand their results. Finally, we draw on the fashion marketing trends set to shape 2024.

  • Industry Analysis: The Current State of Mass Market Fashion
  • Ten Disruptors: A Brand Benchmark
  • Zara Q1 Performance at a Glance
  • Gap Q1 Performance at a Glance
  • 2024 Mass Market Trends

What you'll gain from this data brief:

Gain a sound understanding of overall MIV® performance for the mass market fashion industry. Split by quarter, year and even by placement, we delve into the mass market results from 2023. This report will show you how much value brands churned from the industry. Through this in-depth analysis of successful campaign tactics, you can inform and define your own efforts with confidence. Download the content today.