The Fashion Industry and AI: Trends and Impact

In an era of dynamically evolving trends, the fashion industry faces the challenge of adapting to the changing digital marketing environment. According to a report by IAB Poland, the digital communication market is going through a transformation that significantly affects the way user data is processed and advertising campaigns are evaluated. Of key importance here is the announced withdrawal of 3rd party cookies by leading browsers, including Chrome - the market leader in Poland

The digital revolution affecting the fashion industry brings challenges in areas such as behavioural targeting, remarketing, capping and attribution analysis - fundamental online marketing tools. These changes require fashion brands to adapt their strategies to the new environment, where traditional methods of identifying online users will be reduced. Our agency, responsible for running KiwiKick advertising campaigns, is also taking these changes into account.

In response to these challenges, IAB Poland is proposing new methods of ad personalisation that do not require third-party cookies. These include group targeting, publisher data sharing, privacy data synchronisation or contextual content analysis For KiwiKick advertising campaigns, it will be crucial to use these innovative solutions to effectively reach the target customer group.

The report also points to the need for precision targeting as a priority in the new digital environment. It is the precision of targeting that will be recognised as a key element in the effectiveness of these activities, which is particularly relevant for the KiwiKick campaign. Above all, our aim is to reach our audience effectively.

The KiwiKick advertising campaigns we run for fashion clients must therefore be adapted to the changing digital marketing environment. With the revolution associated with the withdrawal of 3rd party cookies, traditional methods of targeting and analysing consumer behaviour are becoming less effective. In response to these changes, the key to success in this new environment will be the use of new methods of targeting and ad personalisation. These new approaches will allow for effective targeting of consumers while maintaining their privacy, which is extremely important in the context of consumers' growing awareness of data protection.

The IAB Poland report clearly indicates the path that the fashion industry should take to meet the challenges of the digital revolution and continue to succeed in the online world. At KiwiKick, we understand these changes very well and know in which direction to guide our fashion clients so that their results are still at the highest level. Our main focus is on innovative strategies such as contextual content analysis, the use of publisher data and advanced target group segmentation techniques to create more personalised and effective campaigns. We believe that with our experience and constant adaptation to the changing market, KiwiKick campaigns can flourish even more, delivering tangible results for our clients and strengthening their position in the fashion market.