Narrative and Dispersion: Evaluating Q1 Content Effectiveness in Luxury and Fashion
The updated IWT Content Effectiveness Index shows the latest fashion and luxury brand content effectiveness scores and examines how holistic content strategy drives brand differentiation and efficacy.
Insights
In Q1, as in 2024, the brands winning with content continue to win with consumers.
Miu Miu, Ralph Lauren, & Coach exhibit smart approaches to content across & within channels that set them apart.
Burberry’s content effectiveness score is rising, while other brands like Gucci, Versace, and Michael Kors struggle.
How do you sell fashion in an age of heightened uncertainty?
At It’s A Working Title, what interests us are the vastly different ways brands communicate their values, creative vision, and attitude toward their customers through content.
We are living through a plague of brand content sameness. It is increasingly challenging for retail, fashion, and luxury brands to differentiate themselves across and within channels. Most brands are too busy prioritizing short-term content marketing tactics to win a top spot in the cultural conversation. Yet, viral content guarantees neither brand success nor cultural relevance.
How do brands stand out in a tidal wave of omnichannel content and feed content to the fashion and luxury consumers of today, while building loyalty with the consumers of tomorrow?
Our team has studied fashion and luxury brand content across channels since the launch of our initial index. We have been watching how—and if—brands handled the shift from the holiday shopping season through the torrent of early-year trend forecasts into the throes of the Fall-Winter Fashion Month season while trying to keep up with whatever latest viral trends were capturing consumer attention.
Our biggest Q1 takeaway regarding luxury and fashion brand content is the same as before, only with a catch: The brands winning with content are winning with consumers. They stay consistent with approaches that work but lean into the discomfort of a test-and-learn mindset, bringing originality, narrative, and authenticity where consumers crave it.
Check out the full report to access the Q1 IWT Content Effectiveness Index: