Ever since I can remember, the art of making clothing, with all its abstraction and glamour, has fascinated me. As a child, I would spend hours flipping through fashion magazines, sketching my own designs, and playing dress-up with an eclectic wardrobe of costumes. Although my academic journey led me down a different path, as I pursued a degree in Communication Science, fashion remained my constant driving force. For that, when the opportunity to intern at Hunkemöller, a leading lingerie brand, presented itself, it felt like the stars had finally aligned. This internship was the perfect chance to merge my knowledge of communication and marketing with my aspiration to work in the fashion industry. Little did I know, this experience would be more fulfilling and educational than I ever imagined.
My scope
Working closely with the super-talented marketing team, I get to dive deep into the world of digital ads on platforms like Facebook, Instagram, and TikTok. My days were filled with brainstorming advertising ideas, researching the latest trends from all over the internet (or spying on our competitors!), coordinating the campaign assets with the Design and Production Team, and executing paid social media campaigns. During active campaigns, I monitored performance metrics, troubleshoot issues, and optimized the setup based on real-time data. On the technical side, I’ve honed my skills in tools like Google Analytics, Data Studio, and Excel to generate insightful reports with outcomes and key learnings of our campaigns.
Some Interesting Lessons I’ve Learned
- Data, data, and data: Social media advertising is not just wordplay and creativity; data skills are crucial. Despite my initial reluctance—thanks to a traumatic experience with SMCR—I’ve come to realize that data is a powerful ally. For instance, analyzing which posts generate the most engagement or drive the most traffic enables you to replicate success and avoid wasteful efforts. Instead of randomly pushing ads, leveraging data ensures each asset serves a purpose and each copy addresses a customer’s desire.
- Visual appeals are no longer enough: While fashion is inherently visual, today’s consumers crave deeper, more genuine connections with brands. The rise of user-generated content and influencers on platforms like TikTok has shown that people are more drawn to real-life experiences and narratives that feel spontaneous and relatable rather than glossy, brand-created images. This shift is especially relevant in the lower marketing funnel, where our campaigns aim to deepen consideration and drive conversion.
- There are tools for anything and everything: The dynamic nature of digital marketing requires us to wear many hats and have a broad understanding of various disciplines, from copywriting, SEO, and design, to data analysis. I suppose it is impossible to master all these areas as an individual, however, the advancement of AI and app development has made our lives much easier. When I say there are tools to simplify, if not automate completely with minimal input, every task, I mean it quite literally. Just to name a few: Hootsuite streamlines social media management, Canva makes designing graphics a breeze, and SEMrush systematizes every aspect of an SEO campaign.
What an incredible journey it has been. Working for a renowned brand has taught me a lot about marketing in fashion retail. One of the key takeaways: this industry is always evolving and expanding, and leaves us with no choice but to constantly adapt and grow. Behind all the glamour and glitz are hard work, dedication, and a keen ability to stay ahead of trends and consumers’ ever-changing expectations. I am looking forward to navigating this fast-paced industry, carrying all the lessons and enthusiasm I’ve gained from my time at Hunkemoller.
