Digital marketing for Fashion Brands
Updated: Jun 8
"Global is the New Local”
At a certain point, resolution for every fashion entrepreneur must be to take your fashion brand to new heights via Digital Marketing and explore new ways to reach out to your potential audience.
Fashion entrepreneurs have now started digital marketing with being active on most social media platforms, selling online on their brand stores and also on marketplaces like Amazon, Flipkart and many others could be added to the list but your customers are looking beyond online shopping. Nowadays “Customers are expecting for digital experiences”
The accessibility of being able to put your brand out there online has been revolutionary for the fashion industry. Two decades ago, being featured on a page of a magazine was the ultimate goal. To market your brand to a larger audience with today’s technology, effective marketing strategies are just a few screen taps away.
While it has become easier for you to market and advertise your fashion brand, the challenges have changed along with it. There are more competitors than ever. The strategies have to be more aggressive, your branding has to be more unique and with all of that, how does one succeed in digital marketing for the fashion industry?
Let’s get into little more detail
Fashion brands need to adapt to this changing landscape. In this blog, we explore strategies that can help Fashion brands and businesses to thrive in this digital world.
Build a Digital Strategy tailored to your consumer
A well-built, comprehensive strategy will go a long way in ensuring digital success for a fashion brand. Build strategies for fashion brands with the following key components:
State your objectives clearly
Understand your target audience
Build your marketing plan
Design a noteworthy website
Build a great website that is stylish, functional and unique. Create best-in-class UX and UI that will make your website functional and easy-to-use.
Fashion brands often come with a legacy of prioritising brand identity and stylishness over function. Don’t fall into that trap! We recommend running focus groups with users to ensure that your website is intuitive and responsive. Invest plenty of time and mind in SEO services to improve discoverability and optimise the website for improved conversion over time.
If your business is only about selling products online, then go for using e-commerce sites like Flipkart, Myntra, Amazon. Because more than a client base e-commerce site takes your business to the large customer base at once.
But if your business requires more than the e-commerce site yet you don’t want to invest your money on opening a website then create your online store with the help of hosting sites like Shopify, because Shopify offers more than just e-commerce, great customer support, integrates with Social media and secured online payment system and much more to take your business to the next level in the online world.
Build your unique brand identity
Why do consumers look for a fashion good or a particular brand? The reasons may be emotional, aspirational, status-related, or plain wish-fulfilling. Storytelling is the best way to connect with those emotions. Communicate the story behind your products, the values that your brand denotes, and the heritage and legacy behind the brand.
Find your core narrative. Find what makes your brand unique – either it may be luxury, quality, performance, innovation or style? Develop a brand voice that expressly carries this narrative through your website, in-store experience, social media, blogs and every other channel.
Use the power of Social Media
Social Media is the # 1-way millennials discover luxury brands. Social media can contribute to brand awareness, help shape perceptions, and create brand evangelists.
Choose the right social media channels. A fashion brand doesn’t need to be present on all channels, prioritise quality over quantity. Instagram is now the top social media site for retail shoppers, both in terms of followers and engagement. Fashion marketing with Pinterest, Youtube, Facebook all have their own pros and drive traffic to websites.
We will look into two realtime brands that boost their business with social media and e-commerce
Zappos, a pacesetter in online shoe commerce, sets the gold standard for online customer care.
Not only Zappos provide a 365- days money-back guarantee, they also have free shipping and great service on return or exchange of products
Words from the CEO of Zappos:
Zappos does still invest heavily in digital marketing, and its social media campaigns shouldn’t be missed! Notice how they specialise in what the customer wants and needs, not on what they want the customer to want or need. This is a core part of any effective digital strategy. Listen to your audience and plan accordingly.
Content marketing is the way of the future, but it must be managed appropriately to be effective. Online content marketing campaigns should strive to supply measurable leads to proportion to the resources committed to them.
Airbnb had revolutionised the way we travel and look for accommodations, the site now boasts 100 million users, 2.3 million listings, and a total valuation of $31 billion in 2017.
Its digital marketing relies totally on user-generated images and videos on Facebook, Instagram, and Twitter. Their Instagram campaign matches humour with compelling images of various travel locations across the world, making it more than quite just a service.
While looking into social media, Airbnb shines bright and in one among its Instagram campaigns, Airbnb received 13million interactions and increased followers by 340 percent.
Create a demand for your product or service by finding a topic related to your business that’s interesting. For example, Airbnb is ultimately a crowdsourced hotel business, so interesting content for them is linked to travel sites across the world. Generate interest with content, and the revenue will follow.
Email Marketing - A wise way
Email marketing is one of the effective digital marketing services for building customer loyalty and increasing sales. It is yet another way to communicate with customers.
Build an Exclusive Community
Fashion Product customers want to feel relevant and tend to stick to the trends. All fashion brand marketing should have exclusivity and aspiration at its core.
Exclusivity can be created through private member groups, loyalty programs, concierge services, or reserved perks. Build a community of highly-engaged, valuable customers that consume your content and engage with your brand often. This community can be nurtured for user-generated content, future product launches, cross-promotion.
Omnichannel is Integral
Omni-channel, the strategy of creating seamless experiences through multiple resources, is certainly the future of retail, and for several fashion brands, it’s already the present.
Mobile is the present future
Ensure that your website is responsive and works well on all screens – from tablets to phones to desktops. Adjust your strategy to include the mobile preferences of your consumers. You may even explore the need for a mobile app.
Your content and ads should take into account mobile usage and browsing patterns – the messaging should be succinct, clear, and easily digestible.
Invest in CRM
Customer Relationship Management can help you improve customer relationships, improve retention, and drive sales. Invest in practices that record customer behaviour, preferences, their lifecycle, and interactions.
A strong CRM system will help you track audience interactions. These can be optimised for conversion. You can also leverage automated messaging to nurture your leads.
Track and Adapt
The beauty of marketing is that all your efforts are measurable. Identify certain KPIs, based on your objectives, that you must track. These could be traffic, unique visitors, conversions, ROI, bounce rate etc.
Over time, you will be able to set benchmarks for success. Continuously monitor, adjust and revise your digital strategies to gain better results.
And finally… Paid Advertising - Magic of Growth
Paid Advertising helps engage in nuanced targeting – you can segment your audience based on their demographics, habits, and location. You can also target people based on their behaviour – abandoned cart ads and retargeting ads another popular way to acquire customers.
Keep an eye on conversion and ROI – spend your marketing dollars wisely.
Innovation and continuous improvement are important in all industries. It will help you determine what you’re doing well as well as pain points, gaps and opportunities.