Even with all the available technology and social platforms, it can still be challenging to promote your fashion brand online. Posting regularly on Facebook, tweeting and putting out great Instagram shots just isn’t enough anymore – you need to be more aggressive than that, you need to find your inner Meryl Streep from The Devil Wears Prada.
Regardless of what type of clothing you’re selling, whether it’s evening dresses or sportswear, what’s essential for boosting your fashion brand is the effective promotional campaign. You need to learn how to make your brand known and seen, how to build trust and use all the traditional and modern promotional methods to your advantage.
Create your brand website
Your perfect e-commerce platform for your clothing brand is the one that can support a wide range of variants and present your products in different sizes and colors. It also needs to allow updates that show off new arrivals in addition to having a central website where you build your brand image and base all your activities.
Many brands make the mistake of selling on a marketplace and thing that’s enough. It does mean you’ve done a huge chunk of work but it’s never good having all your eggs in one basket. You’ve already got the traffic and your following, and you’ve probably moved some product. An independent website is what will make your job much easier. And it’s the place where your visitors can get to know you better and make personal contact. Multichannel selling which includes both the marketplace and the website is what will help get your product seen by a wider consumer market.
Give your brand character and personality
Similar to 7 seconds that it takes to make the first impression, it also takes the same amount of time to capture someone’s attention and knowing that, you’ll be more successful in keeping your customers and making a sale.
If you assume your customers only have a few seconds, you need to make your brand memorable. People need to remember your brand after staying just 10 seconds on your website, so you need to give your brand a unique character and personality.
Images and words mean everything in your online store so don’t take any shortcuts when it comes to quality photography or good writing. These two will help define your image and make it impressive. If your photos aren’t good, it’s better to go without them. So invest time, money and effort into getting your pictures and text right.
There are a couple of things you can do to make your brand memorable – custom packaging, for instance, and an interesting page that tells your story, goals and mission but also a page dedicated to your team that will bring you closer to your customers. According to a current bachelor of arts degree in fashion design, the fashion system is an immense, articulated, oftentimes unchartered territory, where a sense for the classics succeeds to find common ground with the extremes of experimentation.
However, all that still won’t do much if you rank low in search engines. You need to have your SEO done properly and professionally, so enlisting white-label SEO services from experienced agencies will improve the quality of your service and minimize the costs associated with investing in SEO tools necessary for performance tracking and reporting or additional in-house staff.
Start a blog
A great way of building trust is by starting an informative and educational blog. You can use it to to discuss the latest fashion news and trends and how they’re affecting you and when visitors read that, they’ll start trusting you which is the whole point of your blog. You want to inform and educate your readers to the point where they trust your brand enough to make a purchase. Moreover, the blog will provide your website more visibility and raise your organic SEO.
Work on the email campaign
Along with e-commerce, email marketing has always been a great strategy as it forms a direct path to people who have shown interest in your brand. It gives you a unique opportunity to create a personalized connection and experience for your consumers focused on their individual needs. The email format enables the creation of a relationship with supporters and subscribers in a way that drives conversion and sales.
Stay on top of your data
Data and statistics play an important role in the growth and development of your brand. These numbers offer you an insight into what’s functioning and what’s not so you don’t have to rely on your instinct anymore to make important decisions.
Data from Facebook’s Audiences and Google Analytics can show you your visitors’ interests and if they go beyond the product they’re searching for. This enables you to create a message that answers their needs and resonates with them so it’s more likely to win them over.
PR and press
To get good media coverage, you need to figure out where your ideal customers spend most of their online time, that is, what blogs they read, which social media networks they prefer and who has the most influence on their decision-making.
Next, you need to figure out your USP or the unique selling point, which is the reason why anyone should buy anything by your brand rather than your competition’s. After this has been completed, it’s time you craft your pitch and reach out to outlets. Keep it under 400 words in five to seven bullet points, a short biography and a link to your lookbook. All this can help you get more website traffic, more leads and email subscribers.
It’s certainly not easy to start up but if you follow the steps and cover all the points, you’re sure to make good progress. A few small victories will lead to growth and success just be smart and persistent.
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I think your last point could potentially be the most impactful for a fashion brand. One good piece of press and it can change the entire trajectory of a fashion brand. That being said, you better have everything else above your last point ready to go once that happens. Nice article!