The main goal of fashion advertising is to connect potential customers with the brand, as with other forms of advertising. As with other brands, fashion ads promote a lifestyle just as much as the product, teaching consumers to associate a particular brand with a specific lifestyle and social class. The tone and content of ads may vary, depending on which market the company is trying to target, ranging from very wealthy individuals to people with less disposable income who could still be a valuable customer base.

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The fashion industry is extremely insular and traditional about its products and how they're marketed. This has led to a scepticism of ad agencies - which are usually seen as being too broad in their strategic approach and lacking an understanding of the intimacy, heritageand prestige of luxury fashion brands needed to create effective campaigns for what is a highly specialist and stylised industry.Consumers will still pay for luxury goods, but less regularly and with more thought behind the purchase. This means that luxury brands have to strengthen their relationships with customers - something a traditional agency's strategic objectivity can achieve.