If “The Devil Wears Prada”, What Is Fashion Marketing? 

What do you think of the word fashion?

Did you think about it yet?

Okay, now ask yourself: what is fashion marketing? Like, what even is it? Picture glamorous runway shows, campaigns, and numerous styles.

But behind every trend, every ad campaign, and every designer brand lies a carefully crafted strategy, and that’s where fashion marketing plays its role.

If you’ve ever watched The Devil Wears Prada, you’ve already had a front-row seat to the world of fashion (to an extent, of course). That’s why we’re here to help break it down a bit. 

Details matter  

The smallest details always matter. Although they may seem small and insignificant, they can be the most significant factor in leading to greater attention to detail. Details are a strategy.

Every stitch, color, and accessory carries meaning. A new brand logo or even the way a model holds one of the accessories can convey detail and significance. These tiny choices are part of what fashion marketing is.

Remember Andrea’s appearance in the first half of the movie? She is the only one in the entire office who doesn’t care about her appearance. She views it as merely a small detail, but what she doesn’t see is that it’s the most important one.

She isn’t taken seriously at first and seems to be ignored, whereas in the last half, that changes. We’ll take this moment to introduce the famous cerulean blue scene, as it was a pure example of why details matter, but also, it owned Andrea in the moment. We’ll get back to that later, though. 

Community X fashion marketing 

Community, connections, yeah, that’s all important. Community doesn’t stop among brands themselves; they extend to the public because, at the end of the day, what the public wants, the public gets (in most cases, of course). 

It’s essential to understand the role of community in the marketing industry.  Understanding the role of community is essential when asking what is fashion marketing in today’s world.

Not just fashion. Think of it as a sense of wanting to belong. Think about how you connect (or don't) the next time you come across a campaign via TikTok or Instagram. Does it provoke anything? Or is it merely just eh?

As Miranda Priestly once famously quoted, “By all means, move at a glacial pace. You know how that thrills me.” It’s safe to say that most consumers roll their eyes and type away on their devices to get a faster response from nonresponding companies. 

“Marketers have to be moving quickly and working to stay ahead of the ever-changing industry landscape.” Don’t be them, be better. Whether it’s a response via email, or maybe giving their feedback on social media, a like, or a response.

This creates the sense of belonging they are seeking. Act on the audience's suggestions, keep that conversation going, and most importantly, listen. When brands can connect on an emotional level, that helps foster that sense of belonging that most consumers look for in a brand. 

And if you’re still not convinced, just see what Gen Z thinks about it. 

Know and understand your industry 

Remember how we talked about that famous cerulean blue scene?

Here it comes again because not only was it important in the detail category, but it’s also vital to understand the product you’re selling. There are numerous industries within marketing.

We’re not just talking about fashion here, no, we’re talking tech, beauty, sports, and entertainment.

Now, you might not know about everything within the scope, but understanding the basis of it will get you far. In the film, we watch Miranda and Nigel, along with some assistants, put together an ensemble, while Andy snorts and laughs as one of the assistants struggles to find the perfect blue belt to complement the dress.

Everyone’s heads turned to look at her in disbelief as she proceeded to explain that she was still learning about “this stuff.” Her reaction shows she doesn’t understand the industry she’s in. When asking what is fashion marketing, industry knowledge is a major piece of the answer.

Don’t pull an Andy, fake it till you make it. 

Kiddinggggg……. In all seriousness, learn your stuff. It doesn't matter the industry, everyone learns as they go, but knowing what resonates the most with your audience is key. 

The Power of Image 

Think visuals and moodboards; these alone help guide consumers to a decision of what they could potentially be purchasing. 

Visual identity and brand storytelling help shape desire. This emotional reaction is tied directly to “what is fashion marketing”, because consumers buy into a feeling before anything else. And of course everyone has different tastes; some might enjoy a cleaner and modern look, while others might like something more vibrant. 

Consumers tend to buy more into a feeling than anything. That sense of belonging creeps right back in, but on a different note.

Take GAP’s commercial campaign with KATSEYE, for example. It’s safe to say that it’s been watched a numerous amount of times and it’s also been shown in multiple college marketing courses.

Why? Because our milkshake brings all the boys to the yard. 

No, but on a more serious note. GAP followed the route of alignment and intentionality. They wanted more than just a feel when landing with this collaboration.

They aimed to evoke nostalgia and goosebumps in consumers as they watched such infectious choreography that many learned. GAP’s commercial campaign perfectly illustrates what fashion marketing strives for.

Sitting Front Row  

Once upon a time, fashion’s front row was reserved for editors, celebrities, and the impossibly cool. Could it be that social media is the new front row?

That’s what it’s looking like in the most recent years! From the comfort of your bed, you too can be front row. Brands are now taking their fashion shows to mainstream media.

Not just brands but content creators have also turned their digital space into fashion’s most powerful runway. So maybe brands or creators can’t run their image like Runway Magazine.

But if you have a phone and a good outfit, anyone can become a Miranda Priestly overnight. “Get Ready With Me” videos and outfit-of-the-day posts are the new editorials anyway. Even Anna Wintour can’t scroll fast enough to keep up; trends these days barely make it past Monday.

After having read this, ask yourself again: what is fashion marketing? Fashion marketing is the magic that leads us to fall in love with a handbag or a 5-inch stiletto heel.

It’s where art meets analytics, or in this case, where a “cerulean sweater” becomes a cultural moment. It is the strategy behind every detail, every community interaction, every trend, every visual, and every digital front row moment. It means to create a sense of belonging that consumers buy into.

It means knowing your audience. It means carefully curating every campaign, color choice, and design to make us feel something. So always remember to ask those questions, but nothing is accidental. In the words of Miranda herself, “That’s all.” 

✍️ Written by Valeria Elizalde