Fashion brands are notoriously rubbish when it comes to embracing marketing innovation. Decades of relying on moody models, atmospheric photography and glossy magazines has created an inertia within the industry to try new channels. 

Second to this unwillingness to experiment, is a desire to maintain absolute control over a brand image. At the end of the day the fashion industry is based on the sale of "image", so I can understand their dilemma. A case exists that says fashion doesn't need to innovate it's marketing, as the innovation lies purely in the creation of clothing trends. 

On the other hand, it is probably only a matter of time before one label works out the secret of the successful balancing act between customer engagement and image retention, and as usual the fear of being left behind means some brave brands will continue to explore the digital potential. 

Grant Hunter from Iris discusses the subject of fashion brands and marketing innovation in a new feature available here.