Digital Marketing in Fashion Brands
It’s very difficult to know where to begin in digital marketing for fashion brands because there are so many different approaches you can implement. Creating a successful fashion marketing strategy for clothing brands and businesses can be done with these tips.
1:Create a website
Today, consumers shop online more than they do in person, as their shopping habits have changed. For you, getting a website will mean going from a fashion company to a fashion eCommerce company.
2. Establish a mobile presence
After you’ve (hopefully) created your fashion website, let’s talk about fashion industry digital marketing. Similar to our propensity for online shopping, we are eschewing screens in favor of keyboards for browsing on smartphones instead of desktops. Fashion brands need a site that adjusts content according to the screen size. You will be deterring your mobile consumers from interacting with your brand if you don’t do so. Having a site that can load products on their way to work is especially important in the fashion industry so that consumers can find products they like even if they can’t see them on your site.
3. Get involved in social media
Marketing on social media is essential for fashion brands. You can showcase and promote your products using various platforms, such as Instagram. By connecting with your audience, you can build a relationship with them. In addition to integrating with Facebook, Instagram, and Pinterest, your store, let potential customers buy items right from your catalog when browsing.
Most people are not ready to buy from your Facebook ad or website immediately after viewing it. With retargeting, you’re able to reach people who were thinking about purchasing your product.
By creating Custom Audiences with Facebook (and adding just a few lines of code), you can retarget visitors to your website, and you can also target Lookalike Audiences to widen your reach.
In the ad, you can offer them a discount if they don’t purchase, let’s say after a week. It is also a fantastic way to generate sales for businesses that, otherwise, would have lost out on salespeople abandon their shopping carts.
Run a giveaway exclusively on Instagram if you have a very popular item in your store. Make your Instagram followers comment on the photo and tag three others that they think would also enjoy winning the gift. If your Instagram giveaways are performed regularly with a new giveaway every month (whose comments and tags will often get hundreds of likes!) your company can become an established fixture in the social media world.
If you are giving away an item, make sure to use recognizable and beneficial hashtags. Each time you hold a giveaway, create a hashtag that will be unique.
Instagram campaigns can increase brand visibility and followers for your business.
4. Create style guides on how to incorporate your products into everyday life so that visitors can easily see how they can wear or use them.
Creating a style guide for your site can give visitors and subscribers ideas about how to wear your clothing, and how to incorporate pieces into existing wardrobes.
Don’t focus your attention on one guide only. The style guide may be done for special occasions (wedding, party, picnic), holidays (fourth of July, Christmas, New Year’s), or subject matter (work, traveling, weekend).
Incorporate guides into your blog, where you can provide more detailed information about the items in your collection as a special section on your website. Try telling a story with your style guide to capturing your customer’s attention.
5. Your Brand Can Benefit From Influencers
When it comes to fashion social media campaigns, influencers are key components. The influencers in your industry/niche are those who have large followings and are famous – when they post, others follow. An influencer can tweet pictures of themselves wearing your clothes, for example, to help promote your clothing line.
6. Create gift guides to inspire buyers throughout the year for life events that affect their buying behavior.
Consider creating gift guides for life occasions for your types of e-commerce stores and your ideal customers. In order to attract more customers try creating gift guides, for Mothers Day, Fathers Day, graduations, Valentine’s Day, weddings, anniversaries, baby showers, and other holidays.
The gift guides can be found on your website and sent to customers in emails they will find interesting. Additionally, gift guides can be promoted via social media (with images, of course).
You create these collections of gift guides by collecting items that are in a certain category for gifting and can be found in your shop. Consider creating a Mother’s Day collection of perfect gifts for mothers if your business sells women’s items. Your website should have a landing page that lists the swappable items. It would also be possible to create a gift guide in the style of a magazine. Whenever you publish ebooks, remember to provide links to your eCommerce store so they are easy to purchase.
7. Keep in mind your customers’ special days to build loyalty.
Using a coupon code (#happybirthday) send your customers an e-card with a happy birthday message. Here’s our birthday gift for Sara! Take a look!”
In terms of snail mail, you could periodically send a mailing to your customers to announce a sale or news of a new line of clothing. Getting things in the mail is a great way to go beyond the digital world, and people love receiving items in the mail. Brand loyalty will be reinforced by this. In terms of non-digital activities, such as snail mail offers, you should always analyze if they are working. Include a code for customers who received the letter only. This way, you can keep track of offline activities.
Integrate offline and online channels for a truly integrated campaign to reach your audience wherever they are.
8. Make a blog or keep up with your existing blog.
Keep your audience informed with a blog.
The blog post should be published regularly (same day[s] at the same time of day) so readers will know when to visit you. The posts should also be visually interesting and generally are under 500 words. Usually, short and sweet today-which is what most readers are looking for these days. In the course of your online digital marketing strategy, you may need to put together longer posts (1500-2000 words) with images and videos.
You can use a blog to promote your products, let your customers know who you are, and provide them with advice. By writing about an employee or explaining how your items are produced or chosen, you can personalize your blog. Discuss current trends with your brand and feature items that are in line with those trends. Show how to pair up popular pieces from your store with a less popular item and garner interest.
9. Nurture those who aren’t ready to buy to turn them into customers later.
The first time someone enters your shop, they may not be ready to buy. If you capture their email address and have an automated email series that slowly sends them new content, you’ll also learn their buying preferences, like how many emails it took for them to become a customer. Through what they click in the emails and when they open them, you can find out what kind of products they prefer.
10. Email people who left their shopping carts a reminder to increase conversions.
Shopping carts often go unused because people forget about them. Remind shoppers who added items to their shopping cart but did not buy them by sending them an email. Send them in intervals, such as tomorrow, next week, and maybe next month, along with a discount code.
You must make it easy for your website visitors to sign up for an account in order to send reminder emails to them.
11. During holidays run a promotion to increase sales and capture attention.
If it’s the right time of year, you can offer different incentives to buyers.
Make sure you send out emails to your email subscribers with a digital marketing strategy that emphasizes compounding discounts around the New Year. Consider offering a discount each day on one of 12 days of giving. Discounts are offered on day one, day two, and day three. Give your subscribers a reason to share your emails.
Your blog, as well as social media, should be shared every season with seasonal incentives.
12. Customize everything
Consumers want brands to personalize messages, offers, and experiences, according to e-commerce websites, which say 43% of purchases are influenced by personalized recommendations or promotions. Along with the fact that personalization will help you sell more, consumers want a whole experience to be personalized; they don’t just want personalized messages. You should know their preferences if you want to promote something, and if you do, make sure it is something they are interested in. Fashion marketing campaigns are successful when it comes down to personalization.
13. Pay attention to your visuals
All brands require a visual appeal to attract and keep customers, but fashion brands are more dependent upon aesthetics. Whether it’s an image or a video, make sure it’s high quality and looks good before uploading it. You may think that these are no-brainers, but you might be surprised at the number of brands that use blurred or pixelated images that paint a negative picture of their products. Do not be like them – capture your products from all angles and let them speak for themselves.
The challenges of digital fashion
1. Competition is fierce.
Fashion is an industry where everyone dreams of making it big. Sadly, that status can be obtained only by a small number of people. Due to the ease of breaking into fashion merchandising, the amount of competition will likely be tremendous. In fact, many entrepreneurs sell similar fashion products. It can be hard for an outsider to break in because of this.
2. It’s difficult to build trust.
Just getting started in fashion merchandising will require you to earn the trust of your core segments. It can’t be avoided. You will face suspicion until you can prove yourself. Reviews and testimonials are important, but really you need happy customers to share their good experiences with you and give you free word-of-mouth marketing. Fashion entrepreneurs do not all have the capital to make that kind of investment.
3. Pay scales are hard to predict.
Occasionally, the fashion industry goes through a severe drought. No matter how many connections you have within the industry, you can still get rejected. As well as floods of success, a budget should be structured to help you get through difficult times. Survival may not be possible otherwise.
4. Creating User-Generated Content
Consumers who are dissatisfied with a brand will likely complain online. Consumers generally give a large amount of credibility to user-generated content. To prevent angry customers from spreading too much negativity and ultimately driving customers away, businesses must try to make them happy. A marketer cannot prevent these events, but they can react immediately to neutralize the damaging content posted on their website. In the fashion industry, control of this is important since customers can easily find an alternative brand with so many options.
5. Availability of time
In digital merchandising, the most significant challenge is that it is time-consuming. This means we have to meet our commitments on time. It could be in terms of delivery schedules, or live customer queries via chatbots or e-mails. Creating long-term relationships is focused on generating more sales. It will be very difficult for a company to reach new customers without an employee who is solely responsible for this area. As a result, companies must first figure out whether the time commitment will be manageable.
3. Problems with technical aspects will always arise.
There can be outages on websites. It is important to fix server errors at hosting companies. A small change in fashion components can affect your merchandising business significantly. Therefore, there are many daily tasks to perform, which limits boredom but also presents challenges that are difficult to solve.
There are many ways to increase your brand awareness and sales using digital fashion. You are not required to use all the tactics I’ve outlined here, but you will probably find that each one will increase sales, brand awareness, or give your community a boost. So you will have a stronger brand presence the more you use.
A passionate entrepreneur can easily find a niche in fashion merchandising to take advantage of. Give this industry another look if the challenges can be appropriately managed.