Business Événements Published at 09 April 2025

The Persona in the Era of Marketing 5.0: Who Should Fashion Address?

On the second day of the Who’s Next trade show, Véronique Beaumont, General Director of the ESMOD Group, outlined the concept of the persona in the era of Marketing 5.0. Her goal? To help brands and boutique managers understand their target audience during economic tension and societal change.

Véronique Beaumont has worked in the fashion industry for 30 years. Today, she leads ESMOD International, a group comprising six schools—two in Paris, four in other regions of France, and 12 international franchise partners. With 183 years of history, this French fashion school, founded in 1841, draws on a rich archive of over 3,000 patents and historical records—not just to tell the story of fashion but to help define its present. ESMOD is not stuck in the past but focused firmly on the future. This forward-thinking approach explains why Beaumont took the stage at WSN Academy, a new conference platform at the trade show, to highlight the importance of personas in the Marketing 5.0 era. Her message: brands need to understand their target audience today to succeed.

But What Is a Persona?


Though the term may sound complex, it refers to something simple: a business must know its target audience. This helps define its purpose and enables personalised customer experiences and effective marketing strategies that drive sales. To achieve this, Beaumont advocates in favor of using AI (artificial intelligence).

"AI now allows for real-time analysis of social media activity, purchase histories, and online behaviours," she explains. "The goal is to use this data to personalise product recommendations, predict future behaviours, and enhance customer experiences—in short, to deploy an optimised and effective digital marketing strategy." According to Beaumont, this process involves three key steps:


  1. Collecting data

  2. Generating new insights from the data

  3. Implementing personalised interactions


"There is growing consumer demand for AI-driven shopping experiences," she notes, citing companies like DressX and Revolve as examples. However, she emphasises that while digital experiences are meaningful, physical shopping remains essential. "We must create a connection between humans and new technologies." To achieve this, she outlines three key principles:

Physical Retail Must Become a Hybrid Shopping Space


"Human interaction should be at the heart of the customer experience. Stores must be warm, well-designed, and creative—offering something beyond what online shopping can provide. Purchases should be emotional, not just impulsive." To achieve this, she suggests implementing a concierge-style service similar to luxury hotels, training sales associates to be more knowledgeable and skilled (while offering them better salaries), and creating an engaging in-store atmosphere. "This will give meaning to their role and encourage innovation."

Visual Merchandising and Shopping Experiences Are Key


"Stores should be inviting spaces where customers can understand and even learn craftsmanship through workshops. What will set brands apart is the creation of unique moments, limited-edition products, and a focus on rarity—meeting emotional expectations," Beaumont states. She also highlights the importance of local culture: "Brands should integrate regional craftsmanship, artistic references, and cultural elements into their store experiences. This fosters a sense of belonging among customers."


Purchasing Power: The Challenge of the Coming Years


Retailers frequently raised concerns about average basket size and consumer purchasing power throughout the trade show. Beaumont offers several solutions: "Maintaining a good quality-to-price ratio is essential, especially as consumers become more mindful of their spending." But she also stresses the importance of rethinking target audiences and paying attention to an often-overlooked demographic: "Brands need to consider the ‘silver generation’—people aged 50 and over. They will account for 48% of additional global spending growth," she reminds. To attract this audience, she advises brands and stores to adopt an intergenerational approach by refreshing their image, marketing strategy, and product selection. "Brands should not rely solely on younger generations, as they tend to be less loyal consumers." In an era of economic uncertainty and evolving consumer behaviour, the future of fashion lies in balancing technology with human connection—and in redefining who it speaks to.

 

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