THE SEMIOMARKETING STRATEGIES IN FASHION COMMUNICATION

The semiomarketing is a strategy, an art, a technique and a game.

It 'still a complex system, formed by innumerable variables that interacting with each other can make obtain an effective result.

The effectiveness of communication (and therefore its persuasive power) is not achieved easily and "instinctively" as many are led to believe, but only with the intelligent, cautious and aware use of sound, visual, verbal and non-verbal narrative variables.

Semiomarketing discovers the secrets to create evocative luxury advertising, which stimulates the target to buy and so to become customers and the subliminal messages sent through shapes, colours, symbols and icons to evoke the desire to possess a luxury object, which act on our psyche.

Only with careful study and knowledge of the various tricks of communication adapted to the various transmission channels (video, print, Web) you can hope to produce effective communication, so persuasive, so winning.

Semiotics was, to the majority of marketing managers, something like a mystery, something abstract and basically useless, or at least this happened for those that, as their job, had to find new strategies useful to increase sales.

Marketing, on the other side was always looked with some kind of superiority, a sort of posh attitude, from semiologists, used to in-depth analysis of texts (not only verbal, but also visual, morphological and voiced) that aimed at understanding the functioning of deep and most recurring narrative structures, not so interesting in relation to sales problems.

Such disciplines, always seen in contrast one to the other, were in reality two powerful tools with the same target, even though running on parallel track, never meant to meet.

Something unexpected happened then. In spite of all the expectations, semiotics joined marketing, giving life to semiomarketing, that generated two series of techniques:

• warpframe for video advertising
• extrabrand, for the extrapolation, the creation ends the re-positioning of brands
• sintext for seo oriented writing, with a highly evocative value

and a series of descending lines, that are “Net Semiology” methodologies for a communicative effective and marketing oriented project, “Art Semiology” for a visual marketing oriented visual communication, “Fashion Semiology”, dedicated to marketing oriented communication in the field of fashion and “Luxury Semiology”, for effective communication in luxury market.

Putting the analytical features of semiotics together to the pragmatic features of marketing, the aim of semiomarketing has become the Business Communication Optimization, (also known as BCO) through all those activities aimed at augmenting the target-client conversion rate or the rate of client fidelization through specific strategies that potentiate the effect of corporate communication in B2C or B2B.

To do so they did nothing but making the best of their genetic heritage, aimed at analyzing, deconstructing and constructing communication, deeply influenced by the digital experience, keeping in mind the need to reach, involve, charm and persuade the target audience, and make it a client, levering on deep semiotic and narrative mechanisms, well-known in the field of semiotics.

Practically, through the use of codes, symbols, icons, discourse categories, actant models and semiotic frames, that is tools that are widely known by semiologists, semiomarketing elaborated semiotic-communicative structures that are marketing oriented, aimed at optimizing business communications in order to improve the target-client conversion process, a magic moment in corporate life, without which the company no longer sells and, with time, ceases to exist.

Semiomarketing elaborates various luxury and fashion video and advertising, semiotic-communicative structures that are marketing oriented, aimed at optimizing business communications in order to improve the target-client conversion process, a magic moment in corporate life, without which the company no longer sells and, with time, ceases to exist.