The fashion industry is one of the hardest to build a brand in but, at the same time, one of the most lucrative. Humankind can’t live without beautiful, stylish things, and the demand will get only higher. However, the competition is fierce, and being on its top requires fashion brands to use all possible and impossible marketing tricks to get those clicks, brand awareness, foot traffic, and, of course, sales. This guide is a checklist of the best marketing strategies (both conventional and digital ones) for building a fashion brand today.
Two trends to mention here. Firstly, today’s consumers are more prone to shop online rather than visit a physical brick-and-mortar shop. If you haven’t got a website yet, it’s a must-have now, especially since it’s so easy to create it today using website templates. Just choose the best website builder for portfolio, studio, boutique, eCommerce shop, or whatever you need, and customize it for your unique brand in a few clicks.
And secondly, today’s shoppers prefer searching for fashion items on the go during the day using their smartphones. It means it’s crucial to optimize your website for mobile devices to get your content properly resized according to the screen size to ensure a hassle-free shopping experience.
Social media ads and retargeting
Social media are useful not only for connecting with your audience and building a community around your brand but also for promoting your goods and retargeting visitors who are already familiar with your products. Facebook retargeting (works though creating Custom Audiences) helps you work with the category of hesitating buyers or those who have abandoned their shopping carts and generate sales where other brands only say “sorry to see you leave.”
Involving an influencer (a social media personality who has a prominent reputation and following) helps you get in front of a new audience and win new customers. But, most importantly, the influencer creates premium creative content for you which can be used for your marketing goals. Get creative and order the type of influence and interaction your brand needs – be it photos or videos featuring your products or some informative content.
According to Polite Brand Ambassadors, as the human representation of a brand, Influencers and brand ambassadors and influencers are crucial for developing and maintaining a positive brand image when interacting with a company’s target audience. In 2020 (more than ever), ambassadors need to be authentic and relatable to build brand trust and loyalty with potential customers.
Targeting and personalization
In the overcrowded fashion market, you need to get your campaigns accurately targeted. If you target a vast audience, you target nobody. Even if your product can fit nearly everybody, you won’t get real sales until you focus your marketing on a small category of people who benefit from it most. On the other hand, today’s customers are overly pampered by the supply and, therefore, expect the whole shopping experience to be highly personalized. It means you need to go beyond just using your customer’s name in a message. Learn your audience and create personalized emotional content that resonates with their core.
Fashion is about looking good, and so must be your visuals. Whether you use photos or videos for your marketing, make sure they are of high quality, and represent your brand in a flattering light. Invest in a good camera and photo/video lessons or hire a professional photographer/editor to create visuals that sell.
Unforgettable in-store experience
Brands that have physical locations must realize the important thing. The place, its ambiance, and the way a customer feels in your shop have the power to drive fantastic sales. Learn from Victoria’s Secret’s marketing phenomenon. Friendly personnel, gorgeous furniture, and luxurious, pampering atmosphere of their fitting rooms helped them reach the 67% sale rate. Who doesn’t want to take a small piece of this luxury home (even though in the form of fantastic lingerie)?
Blogging helps you not only improve your organic search rankings and introduce more users to your brand. Also, it’s a great way to establish your brand as an expert in the niche. If you sell clothing, create style guides for different occasions (seasonal, party, picnic, work, travel, holidays, etc.) to educate your visitors on trends and styles. Give ideas on combining new items with what they already have in their wardrobes and link items in the guide to the products in your shop to make a quick sale while the visitor is interested. Following the lead of ModCloth, do not limit your blog topics to just fashion. Write about everything related (beauty tips, successful people, traveling, gift guides, and even healthy recipes) to keep your visitors engaged.
This marketing tool doesn’t fit all fashion brands. However, for some of them, the app enabling shoppers to try a product virtually makes marketing message irresistible. Tiffany & Co was one of the first brands that leveraged augmented reality for promotion. A customer who used their app could try engagement rings of various styles and carat weights to see how they shine on their hand and choose the perfect one. As a result, sales increased by 20%.
Build a community around your brand
Encourage your audience to interact with your brand by honestly telling about your values. For example, launch a series of posts (under a certain hashtag) about what your brand believes in and ask your audience to join. Use photos provided by your followers on your social media channels and website. Run regular giveaways on Instagram, asking your followers to comment on why they like your product and tag three of their friends who may also be interested. Interact with your audience on a physical level by organizing events at our place. For example, if you sell athletic clothes, give free fitness classes (like Lululemon does) to gather people together and interact with each other, your place, and your products.
Addison is a student of the Aust Abbottabad University of Science and Technology. He started his graduation in 2016 and graduated in 2020. I’m a professional article and blog writer, has written dozens of content on different topics and worked with professionals all over the globe. Feel free to contact me for any assistance. [email protected]
The Importance of Business Continuity and Risk Management Plan
Have you considered what could happen if a major disruption hit your business today?
Ensuring business continuity and risk management is like having an insurance policy for your business operations. This article explains why solid continuity planning is crucial and how it can protect your business from unforeseen events.
It’s a must-read if you want to be prepared for anything and keep your business running smoothly no matter what happens.
Downtime can hurt your business big time. It can stop your work, upset your customers, and cost you money. So, it’s super important to minimize downtime as much as possible.
A solid business continuity plan can help you do that. It keeps things up and running when disruptions happen, keeping your downtime low.
Protecting Your Reputation
When something goes wrong with your business, it can negatively affect your reputation. And we all know how important a good reputation is for success.
A well-designed risk management plan can help mitigate potential harm to your brand image in case of a disruption. This can include regular data backups, secure storage and communication protocols, and a crisis communications plan in a PR emergency.
Ensuring Financial Stability
Problems with how businesses work can also cause money problems. If your business doesn’t have a good continuity plan, it might be hard to get back on its feet after something unexpected happens and costs a lot of money.
A risk management plan helps you determine the possible financial risks and how to lower them. Some things that can help with this are having a savings or emergency fund, getting insurance, and spreading your purchases.
Supply Chain Management
Supply chain problems may halt your business. You won’t be able to run your business if you can’t get the supplies you need or send your goods. You need a business survival plan to handle these risks well.
A well-organized supply chain management plan ensures backup providers are ready in case something goes wrong.
Complying with Regulations
Every business must follow certain rules and regulations. Depending on your business, these rules can be local, national, or even international. You might face big fines or other penalties if your business fails to follow these.
A good business continuity and risk management plan can help ensure you follow all the rules. This way, even if something unexpected happens, your business can continue to operate within legal boundaries.
Insurance premiums can become a significant expense for businesses. A robust business continuity and risk management plan can lower these costs. By showcasing your proactive measures to insurers, you demonstrate that your business is less risky to them.
In this context, businesses may particularly consider this business liability insurance in NJ, as it aligns with a comprehensive risk management strategy and could contribute to more favorable premium terms.
Elevate Success With Business Continuity and Risk Management
A comprehensive business continuity and risk management plan is essential in today’s dynamic and unpredictable business landscape. It protects your business from potential disruptions and helps you minimize downtime, protect your reputation, ensure financial stability, and comply with regulations.
Don’t wait for a crisis – start creating your business resilience plan today! Remember, the best time to prepare is before you need it. Stay ahead of the game and keep your business safe and secure.
We hope you found this article helpful. If you did, be sure to check out our blog for more great content like this.
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