FASHION STRATEGIES
10 Most Effective Marketing Strategies for Fashion Brand
Every fashion brand needs a good marketing strategy
in place to help it stay ahead of its competition. A good strategy will not
only help them stay afloat in the treacherous sea that is eCommerce, but also
grow as others flounder in confusion. As for you, it doesn’t matter if you’re
brand new to the fashion world or a seasoned veteran — no matter where you lie,
you need an effective marketing strategy. Digital marketing for fashion
brands specifically has changed dramatically over the past few
years and it’s vital that your business is constantly looking to adapt and
evolve to stay ahead of the competition.
Marketing Ideas For Clothing Boutiques
Acquiring foot traffic for a small business is
never easy, especially in light of the current global events. It will be the
brick-and-mortar stores who can best promote their brand and are successful at
drawing in customers who will be most effective during these times. It may seem
futile to try and compete with online stores who offer the cheapest products
time after time, but 86% of
customers are willing to pay more for a better experience.
To help promote this better experience, there are
many things you can do such as:
·
Create a Loyalty Programme
·
Have In-Store Events (In a safe manner)
·
Incorporate Social Media Into Promotions
·
Create a YouTube Channel
· Support Your Local Community
Digital
Marketing For Fashion Brands
That being said, digital
marketing should still be considered a key part of your overall strategy. With
so many brands now going digital, it’s vital that you make yours stand out from
the crowd. Some ways to achieve this include:
Retarget
Visitors: You
can target visitors through displaying reminder ads that make them recall a
product they saw previously on your site. This can even include lucrative
discounts as well as retargeting those who have an item in their cart but
haven’t purchased yet. These ads help to increase turnover and an effective
retargeting campaign can produce a great ROI.
Connect
With Influencers: To
focus on your target market effectively, work with influencers such as fashion
bloggers and vloggers who have a following that is similar to the type of
customers you want. Influencers are viewed as a trusted voice by their
followers and many will prefer this format to more traditional methods of
marketing such as television. They can help increase your sales by reviewing or
recommending your products while it allows you to have your products advertised
to a different group of potential customers. If you’ve chosen the right
influencer, it can lead to new customers as well as create a repeatable form of
digital marketing for fashion brands.
Engage
With Your Audience: Build
brand loyalty begins with engagement. The key is to constantly engage with your
target audience to help improve their perception of your brand. This enhanced
sense of community is what helps drive further sales. The best way to engage
effectively is to showcase campaigns that connect and resonate with your
audience. This could be through running contests on Facebook, responding
quickly to messages on Twitter or promoting giveaways on Instagram that
highlight the values and products you have to customers.
Digital marketing for
fashion brands is full of a variety of different approaches that your business
can take making it incredibly difficult to know just where exactly you need to
start. Here are 10 tips to help you create a successful fashion marketing
strategy for clothing businesses and brands.
1:
Get a Website
Women’s Wear Daily reported that
more than 1,875 fashion stores closed last year, yet according to Statista,
revenue in the fashion segment is expected to increase from £360.7B in 2018 to
£534.5B in 2022. This seems contradictory — how is revenue increasing if so
many stores are closing? The internet. Shopping habits have changed and consumers
are increasingly preferring to shop online rather than visiting a physical
location. For you, this means getting a website if you don’t already have one;
this means going from a fashion brand to a fashion
eCommerce brand.
2:
Have a Mobile Presence
Now that you (hopefully)
have a website, we move to digital marketing for the fashion industry. Similar
to our propensity for online shopping, we’re substituting keyboards for screens
and are opting to browse the web with our smartphones rather than desktops. As
a fashion brand, this means getting a responsive website that resizes content
according to the screen it resides in. Not doing so will lead to subpar
experience for your mobile users, which will deter them from further
interactions with your brand. This is especially important in the fashion
industry because many consumers see things they like as they go about on their
day, and if they happen to see something you offer but can’t load it on your site,
you can be they’ll go to a competitor.
3:
Join the Social World
Social media marketing for fashion brands is
an absolute must. Not only can you use it to connect with your audience and
build a relationship with them, but you can also use certain platforms like
Instagram to show off and promote your products. Additionally, you can
integrate your store with certain channels like Facebook, Instagram and
Pinterest, meaning that if your audience sees something they like as they
browse through your catalogue, they can buy it right then and there.
4:
Attach an Influencer to Your Brand
Speaking of social
media, some of the best fashion social media campaigns revolve around
influencers. For those who don’t know, influencers are people within your
industry/niche who have large fan followings and command attention — when an
influencer posts, others follow. For example, one of the best ways to promote
your clothing line is to get an influencer to Tweet pictures of them wearing
some of your clothes. At the end of the day, influencer marketing is like high
school; influencers are the popular kids and their followers are the other kids
who emulate them and want to be just like them.
5:
Leverage the Latest Technologies
We’re currently in the
midst of a technological revolution marked by rapid advancements in
technologies like artificial intelligence (AI). For example, chatbots. Chatbots
act like 24/7 customer service reps that guide your customers through their
journey to checkout as soon as they land on your site. If your users have a
question, they’re there to answer it. And if they don’t have the capability to
answer that question, a human rep can take over.
6:
Personalise Everything
Shopify reports that
43% of purchases are influenced by personalised recommendations or promotions,
and that 75% of consumers want brands to personalise messages, offers and
experiences. What’s important to note here apart from the fact that
personalisation will help you sell more is that consumers don’t just want
personalised messages with their name; they want their whole experience with
you to be personal. They want you to know them and their preferences, and if
you’re going to promote something, you better make sure it’s something they’re
interested in. When it comes down to it, personalisation is what creates
successful fashion marketing campaigns.
7:
Remarket to Your Users
The beauty of
remarketing is that you’re targeting people who have already visited your
website in the past, so right off the bat you know that there’s something there
for you to work with. Additionally, you’re increasing the chances of a
conversion over a normal ad because you’re showing them something they were
already looking at on your website, not a random item they may or may not be
interested in. Remarketing, then, gives you more brand exposure, better
audience targeting, higher conversion rates and improved ROI.
8:
Focus on Your Visuals
Visuals are important
for all brands, but more so for fashion brands that depend on aesthetics to
attract and keep customers. If you upload something that’s meant to be seen,
whether it’s an image or a video, make sure it’s high quality and looks good.
These may seem like no-brainers, but you’d be surprised at the amount of brands
with pixelated or blurry images that paint their products in an unflattering
light. Don’t be like them — always capture as many angles as possible and let
your products speak for themselves.
9:
Start a Blog
10: Have a Contest or Giveaway
Finally, the last fashion brand marketing strategy
we’ll cover today is to start a contest or giveaway. Whether it’s to promote a
new product, celebrate a holiday, or simply just because, contests and
giveaways are excellent ways of acquiring new customers and engaging with
existing ones. The best past? They’re perfect for fostering brand awareness and
growing both your audience and business. Apart from the buzz you’ll generate around
your brand and products, you can have participants enter the promotion by
signing up for an email newsletter, liking or sharing a social page, and so on,
which can give you valuable consumer data you can use to tailor your marketing
strategy down the line.
Tip Rewind
There you have it, 10 of the most effective
marketing strategies for fashion brands. Follow one or all (preferably all),
they will definitely help you out as you either start out or grow in the
fashion world. Here they are all over again:
1.
Get a Website
2.
Have a Mobile Presence
3.
Join the Social World
4.
Attach an Influencer to Your Brand
5.
Leverage the Latest Technologies
6.
Personalise Everything
7.
Remarket to Your Users
8.
Focus on Your Visuals
9.
Start a Blog
10. Have a Contest or Giveaway
These simple, tried-and-tested ways of marketing are great for small
clothing boutiques to offer a great customer experience, which is one way that
you can provide competition to the large, international brands who offer the
cheapest prices.
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