Top 5 Insights for Fashion Ad Creatives
Retail fashion is a highly competitive industry to be advertising in, with a global annual revenue of $2.5 trillion and an overproduction rate of 30-40% each season! However, since the global pandemic consumers are shopping online almost exclusively, there has never been a better time to invest in quality advertising that will increase your brand awareness, customer loyalty, and of course, sales.
It is safe to say that branding is a #1 recognition factor in the fashion industry, which should come across consistently in all your marketing efforts. Choosing your branding style in terms of ad creatives will require solid decision-making and it’s important to understand what creatives work for your industry in particular.
This week, we’ve analysed creatives from some of the most popular fashion brands to offer you insights on which elements work and which don’t across luxury brands as well as more affordable ones. For this study, we’ve crawled Facebook (organic) creatives of the past 6 months and measured their performance based on engagement volume for the following brands:
- Dolce & Gabbana
Here are our top 5 creative elements suggestions:
1. Face or no face?
Many marketers advise making sure your creatives have a happy smile on it, but is that true for all industries? Surely not for fashion. How many high-fashion adverts have you seen with models showing their pearly whites?
That’s because it simply doesn’t work for luxury brands. In fact, neutral face expression has proven to work best across both luxury and casual brands. More than that, our analysis showed that the best results for luxury brands were for creatives with no face at all to emphasize a complete focus on the product.
2. Dark vs light background
The background colors, vibes, and style show the personality of your brand that you want to bring across to your consumers. Are you a fun & chick or a glam & posh brand? Are you selling clothes for hikes or for galas?
Our AI analysis showed that bright (and white) styles perform better on creatives for casual/affordable brands, while browns and greys are better for the luxury ones. So if you want to present an expensive feel to your brand, maybe implement a brown/golden/grey style.
3. Include links in your description copy
Interestingly enough, luxury brands have shown an increase in the performance of their creatives that had a direct link within the copy.
In our opinion, that is true because it shortcuts the sales circle when a link to the product page is added – the consumer can jump right in and purchase the product they saw on that creative. Descriptions of photographers, directors, and equivalent aren’t a useful addition to your copy. At the end of the day, consumers want to hear or “discover” items that were already “seen” on someone or somewhere.
For casual brands, we have not seen such a pattern. On the contrary, Mango creatives performed better while announcing new arrivals and collections.
4. Should your creative include text, such as a sale offer or collection name?
The short answer – no for luxury, yes for casual.
Similarly to the dark & light theory above, the bright colored creatives are doing perfectly well with an offer or collection text on top of the creative. It can add an incentive, describe the product or the collection, which proves to work well for casual brands.
However, luxury brands perform much better without any additional text on top of their creatives – best keep it clean, dark and simple. 🙂
5. Bonus tip: keep your creatives vertical!
This is true to all the brands we’ve analysed. Gucci has a whooping 44% engagement increase on vertical images!
Although in many other industries we’ve analyzed square images seem to perform better on Facebook ads, fashion loves height. Show off your products in full, making them adaptable to stories and other channels that support full screen – it simply works.
So here you have it – our top 5 creative insights for fashion ad creatives. We hope you apply these suggestions to your future campaigns and watch your performance increase.
Now is the time to make sure your creatives represent your brand, your products, and your customers. Use this year to leverage your Facebook ads and increase your ROI with killing ads!