What Happened
Ford is looking outside the auto industry to promote its Fusion model. The company launched the Fusion Labs workshop in June and partnered with two sustainable fashion labels, 69 Denim and RTA Crew and Collective, to sell branded fashion products and drive home the eco-friendly message of the Fusion model. 69 Denim will also donate “upcycled” denim materials to be used as insulation in the cars’ sound systems. Ford has previously worked with other fashion companies such as Rent the Runway and Vogue.
What Auto Brands Need To Do
Ford is not the only auto maker trying to catch customers’ eyes with fashion partnerships. Earlier this year, Cadillac teamed up with the Council of Fashion Designers of America for the launch of the Retail Lab initiative, aiming to elevate its brand and appeal to the upscale luxury market. Due to the fragmentation of media attention and the rise of ad blocking, it is becoming increasingly difficult for car companies to reach potential buyers via traditional ads. Therefore, auto brands should take a cue from Ford and Cadillac and consider branching out to partner with compatible brands in other industries in order to develop a unique marketing hook that captures consumer attention.
Source: Glossy