The fashion industry is one that is always on the spinning wheel of change. The development of a marketing strategy that bears the winds of fierce competition in the fashion industry is a challenge for most.
Since clothing is an essential component of all non-nudists, the need for fashion becomes an imminent trend in society. The industry is highly crowded and asks its members to inhibit unique characteristics from holding the ground. In that context, you are not fab, then you are labeled as drab.
When one pair this fact to the reality that the American apparel industry is the largest in the world and bags over $15 billion a month, then fashion is the greatest industry to be in!
As ecommerce gains prevalence, the brands are no longer fighting for space in the brick and mortar sales alone, as digital marketing is now a norm.
The competition now lies between late-night impulsive shopping and early morning purchases of necessity. The question a fashion marketer faces today is about striking a balance between user attention and retention against the sea of options available for each product.
In order to help the fashion marketers out there, we have created this epic list of seven marketing tips that will help your brand become popular in the online sphere!
Why is fashion marketing a challenge?
The fashion market is crowded online, which is why getting a distinguished position in the market is a difficult feat in the time where the internet triumphs in every aspect of life, it is natural to presume that digital marketing is the most straightforward path towards brand recognition and the growth of sales.
An authoritative presence on social media platforms helps fashion brands to get immediate feedback and also helps with the analysis of successful merits for any given campaign. When fashion marketing is executed with perfection, it has the potential to ultimately help your brand grow to the top of the Google search results!
How to grow your fashion brand?
Here is all you need to know about leading a successful fashion brand in the online market.
Consistency is the key to success.
When it comes to a fashion brand, it is necessary to reach out to the audience with a uniform brand story. The company must follow a theme and try to use it as a tool to lasso the appropriate audiences.
From the site’s copy to its social media campaigns, everything must be aligned with the company values. When a fashion brand follows a consistent marketing and design strategy, it is successful in developing a voice that resonates with target audience.
Case in point, the House of Masaba from India is a millennial fashion house. The company uses the millennial perspective to attract the masses and has used celebrity endorsements to make it as a statement designer for the posh and glorious citizens.
Make the most of the holiday season.
The holiday season is not restricted to the limits of catholic joys; it is the time to celebrate and shop for the most beloved. The holiday season is the ideal time to bag a bulk of your annual sales. You can offer larger discounts for purchases above a certain amount or try to place a flat percentage off sale in the season to help your clients shop more from your wares.
Add value to life of the customer through style guides.
What is more important than shopping a few pieces? Knowing how to style them! If you help your audience understand the basics of fashion and how they can utilize products from your niche, you end up attracting an audience larger than your expectations.
You can create look-books to advertise your products like SkinOutfits, or you can go the opposite way and develop gift guides as well. Either way, when you give the users a learning experience, you win a lot more than a sale.
Freebies talk louder than advertisements.
The joy of winning a free outfit or statement piece is more pronounced when it is from a brand you love. Fashion brands can make use of the share and win strategy to market their brand for free!
Urging your followers to tag more people for follows, and making use of the user-generated content can help you establish a name in the industry. Sending out a few freebies will not account to much in the long run in terms of expenses, but the joy of winning will keep the audience hooked to your brand.
Get influencers on board.
Social media celebrities are called ‘influencers’ for a reason. You can use their profound knowledge of the audience and their face value to engage a larger audience. Niche-specific influencers can help you boost social media attraction while also help you in the process of becoming hip and popular in the targeted audiences.
Kylie Jenner’s collaboration with Fashionova and the brand’s influencer-centric business model is a prime example for newer companies to follow.
Loyalty lasts longer than a purchase.
Remember that the audience today seeks experiences more than it needs products. When you sell a piece of clothing, remember to keep a few key details about your client in your records. The date of birth and wish-list of a client can help you spread joy and develop loyalty.
You can issue special discounts for birthdays and even send reminders about sales on the items on the wish list. This little act will help the client realize that you care about them, and it will lead to growth that is essential for your business.
Keep an eye on the trends.
What a fashion brand needs more than recognition is relevance. If you fail to be relevant to the top trends in the industry, you lose interest to a major chunk of the intended audience. This is a no-brainer that must be reminded of a lot of growing brands.
Fashion is all about change and evolution. And fashion marketing follows suit. Remember that trends change, but consumer patterns remain the same! Trust your instincts and market the brand in the most audience-centric way, and voila! You are all ready to grow and prosper!