By IFAB MEDIA - NEWS BUREAU - July 21, 2026 | 54 4 minutes read
Primary Query: Why do fashion content strategies fail?
This is Part 2 of a 3-part series on Fashion Content Strategy—how content is reshaping brand building in the fashion industry.
Introduction
Fashion brands are producing more content.
But brands are getting weaker.
The assumption:
More content = more growth
The reality:
More content without alignment creates confusion
What People Think
Content strategy =
• more creators
• more posts
• more reach
What Actually Happens
Content doesn’t fail because of quality.
It fails because of misalignment.
1. Reach Over Relevance
Picked for scale, not fit.
If everyone represents your brand, no one defines it.
2. No Single Brand World
Campaign ≠ influencer ≠ UGC
The customer sees one feed.
You’re showing multiple brands.
3. UGC Without Control
Everything gets reposted.
Visibility rises.
Clarity drops.
4. Chasing Trends
Trying to stay relevant → blending in
You keep the respect.
You lose the desire.
Why This Breaks
No one owns brand meaning.
• teams are fragmented
• KPIs are separate
Scale without alignment destroys positioning.
You cannot scale content without scaling control
Reframe
Most brands think they are building awareness.
They are creating confusion.
And confusion makes you replaceable.
Next: What actually works.
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Puneet Malaviya - Lead Marketing, Raymond Lifestyle Ltd
Puneet Malaviya is a distinguished marketing leader with nearly two decades of impactful experience in driving brand growth, customer engagement, and retail excellence across India’s consumer landscape. Currently a brand marketing lead for Raymond handling multiple brands like Ethnix by Raymond, Raymond Home & New Businesses Vertical at Raymond Lifestyle Ltd , Puneet is known for his strategic vision and ability to create meaningful brand experiences in the competitive fashion and lifestyle sector.
Over his accomplished career, Puneet has held senior leadership roles at prominent brands including Head of Marketing at TBZ – The Original and DGM – Marketing at Spencer’s Retail, where he played key roles in expanding market presence and strengthening brand value. His professional journey spans diverse domains such as customer relationship management, retail strategy, and omni-channel marketing, demonstrating both depth and breadth of expertise.
Puneet’s leadership has been instrumental in spearheading innovative campaigns and initiatives that resonate with consumers and deliver measurable results. His efforts contribute not only to business growth but also to enhancing brand relevance in a rapidly evolving market.
He holds a Post Graduate Diploma in Business Management (Marketing) from Chetana’s Institute of Management and a Bachelor of Science from the University of Allahabad, grounding his professional accomplishments in strong academic foundations. |
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