11 imperative Digital Marketing successful strategies for Fashion brands
Fashion industry, multibillion-dollar global enterprise devoted to the business of making and selling clothes, accessories. the fashion industry encompasses the design, manufacturing, distribution, marketing, retailing, advertising, and promotion of all types of apparel (men’s, women’s, and children’s) from the most rarefied and expensive haute couture (literally, “high sewing”) and designer fashions to ordinary everyday clothing according to Britannica.
The global apparel market is projected to grow in value from 1.3 trillion U.S. dollars in 2015 to about 1.5 trillion dollars in 2020, showing that the demand for clothing and shoes is on the rise across the world.
Impress with your website:
Your brand website is your brand representation to your customers. It should have fabulous look and feel, and also smooth functionality for great customer experience, as it’s your brand’s virtual storefront. It should always be maintained and updated with technology.
The most important thing is, it should have very good SEO done, so that, on brand’s search or on your product search, it should be topped on first page of search engines. SEO is must for brand websites, as it’s not a paid service, but represents your brand presence and popularity on first place.
Spread you brand presence with social media marketing (SMM). 61% of population access social media on mobile and prefer purchases on mobile. Social media is best channel to spread your brand awareness, and targeting new customers by good content marketing.
Showcase your products to customers with Ads:
Gone are the days of conventional advertising and marketing techniques. Now the customer is looking for you on mobile or computer. The level of targeting that you can do on various online platforms is pretty remarkable. Fashion industry is using interest-based targeting. Because what your target audience is interested in, they look for it there, so why not target them based on these interests?
Advertising online on Google Ads, Facebook Ads, Twitter Ads and also many other social ads with PPC, that is Pay-per-click ads, helps to generate leads and also online sell.
Create a video channel for more popularity:
You can use product videos in your fashion marketing. Create a YouTube/ Dailymotion/ Vimeo channel to expand potential reach to an entirely new audience. A lot of fashionistas spend time on YouTube so creating a presence there is not a bad idea. You can also use YouTube to run video marketing ads which are more popular and catches an eye immediately.
Marketers who use video grow revenue 49% faster than those who do not! So if you are not using video, then get on the video marketing train! There are so many ways to use video in the fashion world. Whether it be modeling your best sellers, showing off your Summer collection, or giving a sneak peak into a new line. Video marketing can be helpful for social media ads, your website, email marketing campaigns, and the list goes on.
Write fashion blogs or create style guide:
Just running a ecommerce website is not enough. It needs to be nurtured with digital marketing in organic ways. You can write good quality blogs. Content marketing is must for eCommerce. It organically pulls crowd to your eCommerce website. Content Marketing can be writing good blogs, detailed product description. People searching for fashion tips can get style guide.
Retarget your Facebook ads:
Most people are not ready to buy immediately upon seeing an ad or visiting your website. With retargeting you’re able to reach the same people that were thinking about buying your product with reminder ads.
You can retarget visitors to your website by creating Custom Audiences with Facebook retargeting ads, and target Lookalike Audiences as well to expand your reach.
If they don’t purchase—let’s say after a week—you can give them a slight discount in the ad to get them to act. Retargeting people who have abandoned their shopping cart is also a fantastic way to generate sales that otherwise would have been lost.
We recently took over a brand’s Facebook ad management, and on average they have received a 398% return on investment, with some Facebook retargeting campaigns going up to 660%! Download the case study to read more about how fashion digital marketing has helped an Italian sunglass brand skyrocket their sales.
Run appealing email marketing campaigns:
Email marketing is essential for any fashion marketer. A well formed email campaign strategy in place to regularly communicate with leads about special offers, sales, new styles, or popular items that are back in stock. Automating your email flow tied to specific behavior will help improve relevancy; For instance, if someone completes a certain purchase that leads you to believe they would be interested in a specific upsell, then enter them into an email flow that prompts that purchase. You can use email marketing for sending blogs, newsletters. Wishlist arrival or Cart items not purchased alerts.
Plan holiday campaigns far in advance:
As many fashion marketers know, holiday season is a critical selling time! Whether it’s a hyped-up holiday like Christmas or a Hallmark holiday like Valentines Day, planning for these seasonal peaks is critical to getting the most sales possible during these busy times. Start planning far in advance!
Take advantage of the Google Shopping Network:
If you are not taking advantage of the Google Shopping Network you are missing out on a huge untapped audience! We all know that Google has become the sidekick for most individuals looking for anything. Now more and more people are shopping on Google so ensure your brand has a strong presence there.
Use Google Display Ads to appear in relevant places to interested parties:
Between Google Search, Shopping, and Display, it can get confusing as to which to use. While you should have a presence on all three, it is critical to not ignore Google Display Network (GDN). The GDN will let show your ads on websites based on keywords, topics, and site names so you can target your audience where they like to spend time online with a beautiful and compelling visual advertisement like the one below.
Digital Marketing for Fashion with Influencers:
To get in front of your ideal audience, work with a popular fashion vlogger or blogger that already has a dedicated following of people who would like your brand. These are called as influencers. And influencer marketing is another one popular in fashion industry. Those with large audiences have built a reputation and are well respected by their readers. They can have a huge impact if they choose to mention, review, or even wear your products.
Working with bloggers/influencers gives you two huge things: You get in front of a new audience and, if you selected the correct influencer, then you’ll gain new customers and the blogger will create content for you. Depending on the collaboration, they will share custom content on their blog, social channels, and you (the brand) may also get the opportunity to use the content they produce.
When collaborating with a influencer you can also run Facebook ads featuring the photos of the bloggers to send traffic their way, and in turn get your product(s) noticed.