How to Strengthen Your Brand Positioning Strategy in 2025: Key Insights from Premium Fashion Brands

The Insights Behind the Ranking on Brand Positioning Strategy

Every year, the fashion industry kicks off with a busy start, from fashion shows and award season buzz to new collection launches. Yet, despite the excitement, brands continue to navigate economic uncertainty, with consumers remaining highly price-conscious, as highlighted in The State of Fashion 2025 report. In this landscape, strong brand positioning is not just an advantage—it’s a necessity. To stay top of mind, brands must cut through the noise, reinforce their value beyond price, and ensure their strategies drive sustained desirability and engagement.

A data-driven approach is critical to achieving this. Rather than relying solely on owned media or widespread collaborations, brands must prioritize high-impact partnerships that drive measurable ROI and long-term consumer relationships. This is where a holistic Voice strategy—leveraging celebrities, media, influencers, partners and owned media—comes into play. When activated effectively, these Voices shape perception, enhance credibility, and influence purchasing decisions, strengthening a brand’s market position far beyond a single campaign.

But how can brands ensure they are engaging the right Voices for maximum impact? To answer this, we analyzed the performance of five leading premium fashion brands in February, uncovering key insights into how they leveraged Voices to elevate their brand positioning strategy and laid the groundwork for long-term success.

• Media plays a crucial role in brand building, enhancing trust and amplifying messages to a wider audience. For Officine Générale, the Media Voice was instrumental in strengthening brand credibility, generating $550K in MIV. International publications such as Harper’s Bazaar, Vanity Fair, and Elle expanded the brand’s presence across key markets, including Spain, the US, Italy, and the UK. By leveraging print, digital, and social media channels, these placements not only reinforced the brand’s positioning but also extended its influence within the global fashion landscape.
• Influencers are powerful drivers of grassroots engagement, fostering authentic connections within their local communities. For Adolfo Domínguez, Spanish influencers generated 63% of the brand’s total influencer-driven MIV, with mid-tier creators leading local engagement. Similarly, nearly 50% of Gerard Darel’s influencer MIV came from French content creators, with mid-tier and mega influencers amplifying brand reach. These trusted voices enhance credibility and make endorsements feel organic, strengthening brand affinity and driving deeper community engagement.
• Owned media is a powerful platform for brands to express their core values and shape their messaging. When combined with other voices, such as celebrities and influencers, it becomes an engine for deeper engagement. Gerard Darel leveraged this by featuring actress Camille Row as the face of its SS25 collection, with its top owned media placement generating $40.9K MIV. Similarly, Adolfo Domínguez integrated influencer collaborations into its owned media, partnering with Alejandra Capetillo for a Live Shopping activation that amplified brand storytelling while driving audience interaction.

The insights from the examples above highlight the critical role of data in shaping successful marketing campaigns. In an increasingly competitive market, where consumer demands shift rapidly and budgets tighten, knowing the ROI of every activation is essential. That’s why benchmarking and campaign monitoring tools are no longer optional but essential components of a winning marketing strategy, helping brands stay ahead of the competition in 2025.