The Art of Virality in Fashion Marketing

The fashion industry thrives on buzz, with online chatter often making or breaking brands. In recent years, a pattern has emerged: brands create attention-grabbing moments—be it runway spectacles, celebrity endorsements, or provocative products—to ignite conversations. These efforts are designed to go viral, sparking surges in social media engagement and earned media value. However, the challenge lies in sustaining this attention and converting it into long-term brand loyalty.

The Allure and Mechanics of Buzz

Tony Wang, founder of Office of Applied Strategy, emphasizes the power of buzz, stating, “Buzz implies … the brand isn’t pushing the story down your throat. People are reacting and evangelising on your behalf.” The organic nature of viral moments makes them infinitely more scalable than paid media. Yet, the fleeting nature of buzz can make it difficult to assess its lasting impact on brand equity and sales.

Balenciaga and Gucci, who heavily relied on virality in the 2010s, have pivoted towards more heritage-driven approaches amid sales slumps. Conversely, brands like Hermès, Brunello Cucinelli, and Prada, which focus less on viral stunts, are thriving in the luxury market downturn. This shift underscores the inherent risk in banking on short-term attention.

Viral Success Stories

A notable example of virality is Coperni’s Spring/Summer 2023 show, where Bella Hadid was sprayed with a liquid fibre to create a dress (pictured). This innovative moment catapulted Coperni from a niche favorite to global recognition, demonstrating how a single viral moment can elevate a brand’s profile. According to Stefano Martinetto of Tomorrow, this event moved products, attracted new audiences, and secured high-profile collaborators for future shows.

The Double-Edged Sword of Buzz

While viral moments can drive immediate sales and brand recognition, making them a primary focus can be detrimental. “You cannot build brand desirability on buzz … it lasts the amount of time an Instagram story is up,” warns Guillaume Delacroix of DLX. The overemphasis on metrics like earned media value (EMV) can lead brands astray, focusing more on quantity rather than the quality of discussions.

Schiaparelli’s faux taxidermy gowns, which went viral in January with looks worn by Doja Cat and Kylie Jenner, exemplify the risks. Despite generating $44.5 million in visibility, the brand faced significant backlash, overshadowing the intended creative message with controversy about animal rights.

The Strategic Use of Buzz

Successful brands use buzz strategically, integrating it with a broader marketing strategy rather than relying on it exclusively. For instance, Bottega Veneta balances high-profile campaigns with culturally significant collaborations, reaching a high-quality audience without overexposure. Similarly, brands like Loewe engage in cultural moments by collaborating deeply with celebrities and artists, thus creating more meaningful and lasting buzz.

Insights from Launchmetrics Report

Launchmetrics’ report on Media Impact Value (MIV) highlights how brands effectively use viral content to boost their visibility. Miu Miu, for example, saw retail sales surge by 58% in 2023, driven by viral moments like their micro-mini skirt for Spring/Summer 2022. This example shows how well-timed viral moments, coupled with strategic collaborations, can significantly enhance a brand’s reach and appeal.

The Future of Viral Marketing

While viral marketing can be an effective tool, it should be part of a comprehensive strategy that includes building long-term relationships and maintaining brand integrity. As brands navigate the competitive landscape, the key lies in balancing attention-grabbing moments with sustainable growth strategies.

While virality remains a potent marketing strategy, its success depends on careful planning, alignment with brand values, and a focus on long-term engagement. The fashion industry must remember that the ultimate goal is to remain unique and authentic, ensuring that the clothes—not just the viral moments—speak for themselves.