Fast fashion is the sector of the fashion industry motivated by cheap and speedy production, in response to — or anticipation of — fast-shifting consumer demands. Without naming names, the low-priced but stylish apparel moves quickly from design to retail stores to meet trends. New collections are introduced almost daily, fulfilling the assumption that consumers want high fashion at a low cost. These carelessly-made garments are not intended to be worn for years or even multiple times.
You might ask, what’s the problem? Well, the fast fashion industry often makes us forget that clothing design is an art form, and its designers are artists. Fast fashion is basically plagiarism. But hey, we get it. Imitation is the sincerest form of flattery, right?
This very thing also happens in the world of graphic design, where mass-produced marketing assets are also available as quickly and inexpensively as minidresses.
And, in much the same way as the fashion industry, clients expect fast, compelling content across all channels in their path, on all devices and pronto. However, meeting client expectations on their journey from awareness to advocacy is easier said than done. With the explosion of touchpoints and the ability to personalize experiences, even seasoned marketing teams struggle with content marketing at the required pace. Experiences matter more than ever, and the agency who’s able to consistently deliver quickly is the one who will get (and keep) the client.
According to Adobe,
• 85% of marketers say they are under pressure to create assets and deliver campaigns more quickly, and
• 76% of marketers agree that personalization is driving an increased need for more assets.
So, what’s a would-be client to do?
First off, it’s important to remember that the appeal of quick and inexpensive can be hard to resist. But, just like cheap clothes, the initial savings just aren’t worth it in the end. Marketing assets, much like quality garments, are designed and created by teams of educated professionals with decades of industry experience. Their work is not meant to be used just once and then discarded; rather, it will stand the test of time.
Additionally, brands that work with local agencies are supporting local economies, and may be more likely to embrace cultures of diversity, equity and inclusion in the workplace in the name of further economic development. Consistently utilizing crowd-sourced designs, templated design vendors and others is simply not sustainable. If this is a huge factor for you, then working with a local agency is the win-win you’re looking for.
Ask us how to help you break your fast fashion graphic design habits.