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The DAB Group: Fashion Brands becoming Media Companies

  • Writer: Dorothy Silverman
    Dorothy Silverman
  • Nov 8, 2020
  • 3 min read

At DAB retail consulting group, we strive to inform our followers and clients about up-and-coming trends in the fashion industry. Especially now with new social media platforms on the rise and the ever-changing technological advancements, it’s important that our favorite retailers and designers are keeping up! One of the biggest trends we are seeing right now is how fashion companies are merging into media companies. They are combining their retail skills and social media presence to transform themselves into a media group, where their branding doesn’t just lie within their clothes.


The mindset of today’s customer is different than that of customers in the past. Now, more than ever, customers want brands to be more involved in their lives. This means that a brand must have a deep understanding of what is influencing the customer’s life in real-time. The primary way to show that the brand understands these things and establish that sense of connection and synchronization with the reader is by creating effective multimedia content that speaks to the customer. It is important that fashion and retail brands adapt to these changes.



Given these customer values, many fashion brands, including those that are relatively well-established, are beginning to understand the value and necessity of acting more like media companies. For these brands, the purpose of the media channels has become much less about driving sales and more about building an audience with brand loyalty that will last much longer than a single sale.


Some of the tasks they have been working on are creating editorial calendars with programming for all of their media channels (not just the stores themselves) and treating these different channels as tools for building an audience. They promote the product on their blog and social media accounts using an editorial calendar to plan out their posts, which is “incredibly important to its [the brand] overall growth”


One of our clients, Madhappy, does just this by paying attention to the news cycle on a daily basis, particularly major timely events that are influencing pop culture each day. They then create blog content that relates to these events. This often means that the streetwear brand has to respond relatively quickly to pop culture events. DAB Group worked with Madhappy while cult favorite television show “Curb Your Enthusiasm” was celebrating its tenth season. Madhappy anticipated the appeal of apparel inspired by the show and was able to release this design to provide a sense of positivity during the trying times brought about by the COVID-19 pandemic.



Another strategy that brands are relying on is creating impactful activations to engage their communities and build new audiences. These are live installations or experiences (in-store or out-of-store) that can be shared across many different social media channels and are, in fact, tailor-made for social media. For example, The DAB group worked with the brand Revolve Clothing on their NYC “pop-up shop,” an Instagram-worthy short-term sales space.


Whatever your brand’s focus might be, our goal is to help you pave your pathway by giving you the tools you need to thrive in a rapidly changing world. We hope to help you take control of your brand’s narrative by assisting you in finding the right voice and producing the right content to get people talking.


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