The fashion domain is a competitive and cluttered space, and for any fashion brand to make its mark, it needs a sound and steady strategy. This is irrespective of whether you are a new label or an established name in the business. Fashion marketing has changed over the years with the eminent shift into online or digital marketing.
This blog looks at how fashion marketing is to be done from scratch. This is an attempt to interest decision-makers in the fashion business and influence the way they conduct marketing. Let’s look at these strategies one-by-one. Here it is:
Pointers to Fashion Marketing
Get a website:
According to some latest reports, there have been many closures of physical fashion stores worldwide. And yet, there is an increase in revenues in the fashion business. One may wonder why the sole reason for this occurrence is the change in customers’ shopping habits. More people today prefer buying online compared with going to brick-and-mortar stores. This calls for existing and upcoming fashion brands to reinvent and open e-commerce stores to drum up more business. This will allow your brand the necessary flexibility to cater to customers in stores and the ones who prefer
Be Mobile Ready
Similar to the propensity of shopping shifting online. There is also a similar shift happening from desktops to touchscreens. In other words, the youth of today – addicted to their Smartphones also want their shopping to happen via their hand-held devices. This segment of customers forms a sizable chunk of today’s customers, and fashion brands need to cater to their needs in the best possible manner. Fashion labels need to invest in mobile responsive web designs and make enough noise through appropriate channels to ensure they receive the attention from this young audience segment. Overall, it is about keeping the conversation going, enticing and retaining customers through a mobile-centric sales channel.
Remain Active in the Social World
Fashion labels must remain conscious of the youth spending loads of time online and engaging with friends on social media. Every competitive label must utilize this opportunity to leverage the power of social media to attract the audience and create stories around the brand. They need to experiment with the variety of content to initiate conversations among the target audience. And when their content finds traction, they need to build the narrative around the brand. Repeated exposure to the fashion label will precipitate the purchase if they are convinced about the brand. You will have an online community in no time.
Leverage the Power of an Influencer
For the uninitiated, influencers are people on social media who have a cult-like following on their social channels. They have extremely honest followers who take their opinions quite seriously. Whenever they post, their followers readily consume the content and even share them with their close friends. Fashion brands can easily tap into such behavior by tying up with such influencers. For instance, a fashion brand can simply raise its profile by collaborating with an influencer and paying to tweet about the brand. This kind of arrangement is a win-win situation for both the brand and the influencer. It is good publicity for the brand, but it also is free exposure for the influencer who gets paid handsomely.
Use Video Wherever Possible
In recent times, marketers who use video have accelerated their revenues 50% faster than the competition. It is without a doubt a medium of choice for the audience. Hence, fashion labels must use video wherever possible and join the video marketing bandwagon. There are umpteen ways to showcase your fashion brand using videos. You can showcase your bestsellers, parade your summer collection or give a sneak peek into the new upcoming fashion line. This becomes easier with the InVideo video editor to create sleek promotional ads for Facebook, Instagram, and YouTube. Besides this, video can even be used for email marketing.
Technology has evolved to such an extent that today marketers can create customized strategies for their existing customers. Shopify reports that personalized recommendations or promotions influenced 43% of their purchase. Interestingly, today customers are not convinced by just personalized messages, and they want their entire shopping experience to be personal. In such a scenario, fashion marketers need to utilize features like retargeting, which is becoming increasingly popular with platforms like Facebook and Google Ads. Such tactics help in reducing the friction associated with the entire buying process.
Start a Fashion Blog
Any online marketer who is serious about generating traction for their brand would suggest creating a fashion blog. A regularly updated blog can do wonders in not only getting a high search ranking but can also help in creating an email list. It can be one of the most efficient tools in getting your audience exposed to a brand and drive traffic. Every new post added to the blog can function as a landing page for the audience to discover your brand. Besides this, an active and updated blog can disseminate news, updates, new styles with images or simply introduce the audience to new style guides as seasons change.
Run a Contest or Giveaway
This tactic can be used whenever there is a need to promote a new product and celebrate a social event or festival. It even works as a means to acquire new customers and engaging with the existing ones. The best part is that it allows nurturing of brand awareness for the audience. Apart from creating buzz about the brand, you will have the audience enter the promotion by signing up for newsletters or liking a social page. Actions that can generate valuable consumer data can be influential in tweaking & improving your marketing strategy.
Run Email Marketing Campaigns
Email marketing can be a critical tool for fashion marketers. A robust email marketing strategy will allow the brands to correspond with their leads about offers, promotions, new launches, styles, and products back in stock. Presently, it is even possible to segregate segments within your email list to improve the relevancy for the reader. For instance, you can send a different set of emails to the existing customers based on their purchase behavior, age, and other demographics. Besides, automation of the email sequence will allow the fashion brand not to lose touch with the customer and helps keep the conversation going.
Encourage Customer Testimonials
Regardless of whether you are an online store, retail outlet, or e-commerce business. Reviews can make a big difference. No one wants to go through the pain of buying an outfit and returning it after that. One of the ways of finding a reliable brand is through reviews or social proof. Fashion brands must consciously solicit customer feedback a couple of days after the purchase. The more social proof you can present, the better is the chances of converting the hesitant customer. Remain mindful of presenting current and most up-to-date testimonials. Else the whole exercise may backfire altogether.
Target Audience with Social Media Marketing
The granular level of targeting offered by social media platforms is quite remarkable. Fashion brands need to make use of this capability to target an audience through interest-based marketing. Every fashion brand primarily knows what its audience is interested in. This calls for targeting the audience based on interest-based targeting. For instance, if you are selling running clothing, you could target individuals interested in health and physical fitness.
Appeal to the Audience’s Emotions
If a brand can win over the audience through emotions or strike the right chord – it can bring in hoards. You will win them over, but you will have an audience invested in your brand. While ideating or conceptualizing an idea, try to think about what you want to communicate to the audience. Is it happiness, calm, or nostalgia? After that, start creating content that will find resonance with the brand idea. This can be through video, ad copy, or images. Ultimately, one must remember that emotions truly can overwhelm and transform an individual’s mindset.
Get Involved in a Good Cause
Any fashion label that seeks to connect with the audience must have a set of values that they identify with. To demonstrate credibility in upholding these values, the brand needs to endorse or sponsor a good cause. This will help showcase the brand’s humane side and attract more customers who believe in the same ideals. For fashion labels, there is no dearth for good causes – it can be fair wages, a safe work environment, ethical fashion, environmental sustainability, and so on.
While there may be many fashion marketing tips on offer, every fashion brand is unique with its distinct brand history. Entrepreneurs or designers must leverage the power of the story to craft an identity for the brand. Once the identity gets established, it must be channelized in the same tone across both online and offline channels. Eventually, it is all about messaging and how well that message sticks. Here is a platform, InVideo, that can help you in marketing your fashion brand effectively with its excellent video editor tool.