As today’s consumers interact with a plethora of content channels, strategies for engagement and conversion are advancing rapidly. An intriguing discussion hosted by The Business of Fashion (BoF) in collaboration with Amazon Fashion examined how brands can connect with consumers through entertainment and culture.
A significant shift in consumer behavior is evident, particularly highlighted by Activate Consulting’s Technology and Media Outlook for 2025. The report indicates that multitasking contributes to a staggering 32-hour working day for the average American, with over 13 hours dedicated to video, audio, gaming, and social media. Projections suggest that by 2028, this will increase further, adding an additional $10 billion to the US consumer technology and media sector. Consequently, fashion and apparel industries are making substantial investments in capabilities, partnerships, and innovative methods to better connect with consumers.
The Rise of Shoppable Entertainment
To meet the demands of this shifting landscape, Amazon has implemented shoppable entertainment solutions across its platforms. Notable examples include integrating in-app storefronts within popular shows such as “The Summer I Turned Pretty.” Additionally, Amazon’s recent livestream of the revived Victoria’s Secret Fashion Show included prompts for viewers to shop directly within the Amazon app, enhancing accessibility and immediacy in purchasing opportunities. As Sarah Sylvester, EVP of marketing at Victoria’s Secret, noted, this strategy aims to make events more accessible to shoppers.
2024 has emerged as a crucial year for fashion brands as they enhance their cultural collaborations. Companies like Apple and Nike have forged partnerships on sports-related films, while LVMH has secured long-term collaborations with Formula One and the Olympics. These relationships illustrate a strategic shift where entertainment and commerce intertwine to create dynamic consumer experiences.
Insights from the Executive Roundtable in Milan
A roundtable discussion held at Sant Ambroeus in Milan brought together leaders from various fashion and marketing sectors. The dialogue, hosted by Jennifer Populorum, head of business development in Europe at Amazon Fashion, involved decision-makers from brands like Reebok, Stone Island, and Luxottica, among others.
Amazon’s Populorum set the tone, emphasizing the importance of adapting to the distracted consumer landscape. “We’re tracking how multitasking divides consumer attention,” she explained. “Consumers seek inspiration online while engaged in music, gaming, and social media.” This leads to questions about how brands can blend entertainment with commerce to engage customers authentically.
Phylicia Fant, Amazon’s director of music and culture, elaborated on the concept of building shared narratives, particularly through music. “Quick delivery of merchandise creates a shared uniform for concertgoers, which feels different from the past,” she explained. The goal is to evoke emotions and foster a sense of belonging in consumer interactions.
The Fusion of Entertainment and Marketing
One key theme that emerged from the discussion is the increasing need to regard entertainment as a primary tool in marketing rather than traditional advertising. A guest noted, “Our motto is entertainment, not advertising,” suggesting a need for brands to connect with their community through entertaining narratives rather than conventional marketing strategies. This sentiment was echoed by another participant, who shared insights about the challenge of measuring the effectiveness of such engagement strategies. They noted that while building brand loyalty is essential, translating that into tangible sales growth remains complex.
Adding to this perspective, Populorum reflected on real-time integration of entertainment with commerce, citing examples from the sporting world. “Imagine launching limited-edition merchandise linked to championship games so that fans can shop right as the celebration begins,” she suggested. This approach gives consumers direct access to products while heightening their emotional connection to the event.
Leveraging Music and Sports Fandom
The discussion also emphasized the unique power of music and sports in today’s branding landscape. Music fandom should not just be seen as a marketing opportunity, but as an emotional journey for consumers. Participants noted that concerts and sporting events provide an opportunity for brands to create meaningful connections with fans.
Fantasy experiences, such as Taylor Swift’s friendship bracelets or Harry Styles’ signature looks, highlight the organic nature of fandom culture. “Brands must tap into the zeitgeist swiftly to resonate meaningfully with these cultural movements,” pointed out one attendee.
Building on this idea, Fant shared examples of Amazon’s involvement in major musical events, demonstrating how the platform collaborates with artists to offer exclusive merchandise connected to significant cultural moments. Creating a cohesive community experience is paramount, integrating Amazon as a key player in these cultural conversations.
Cultural Partnerships as Extensions of Brand DNA
The importance of finding cultural partners that resonate with the brand’s core values emerged as a crucial strategy. As attendees discussed, a brand must genuinely align with its cultural collaborators rather than simply pursuing market trends for relevance. Authentic engagement fosters trust and strengthens the brand-community connection—essential in today’s marketplace.
Responsibility in Marketing Across Entertainment Channels
As brands navigate this new terrain, particularly among younger audiences, there is a pressing need for responsible marketing practices. One participant pointed out that children as young as three can distinguish between brands, raising questions about how to engage these consumers ethically. Balancing engagement with responsibility is becoming increasingly pressing, especially in entertainment and gaming channels where Gen Alpha heavily influences decisions.
Innovation Through Technology
Finally, the role of technology, particularly augmented reality (AR) and virtual reality (VR), presents vast opportunities for brands looking to connect with their audience. Participants discussed the importance of creating immersive experiences that tell the story of craftsmanship and product development. The incorporation of AR can offer consumers the ability to virtually model products, enhancing convenience and user experience.
As one guest noted, technological advancements will open new doors for brands eager to innovate, just as Apple transformed its product rollout strategy to highlight the camera in the iPhone’s latest release.
In conclusion, the insights gathered from this roundtable highlight a significant shift in how brands will need to engage with consumers moving forward. The intersection of commerce and the ever-expanding entertainment landscape, along with cultural collaborations, offers brands a rich opportunity to transform marketing strategies and deepen connections with their audiences.
