Fashion brands face a very competitive online marketplace, whether you’re an established name, a challenger or a brand new start-up. Generating sales consistently, making the most of your existing customer-base and getting your brand in front of new relevant people isn’t a matter of ‘build it and they will come’, because there are hundreds of other websites who are fighting for the same attention.
How do you stand out and let people know you’re there in the first place? How do you encourage people to buy rather than just browse? How can you maximise the basket value of each customer to increase your revenue from the same number of conversions? How can you get previous customers to come back for more?
There is no silver bullet when it comes to fashion marketing. Short cuts don’t bring long-lasting results and overnight success is rare… However, there are certain areas of a marketing strategy that you can focus on which will help to bring a good and sustained return without sucking all of your time and resource away permanently. With a bit of time spent on getting the foundations in place, fashion retailers can set themselves up for success, and a tangible ROI.
We’ve compiled 11 tips for marketing success in this sector, using our experience in working with a wide variety of fashion brands over the last 15 years.
Get under the skin of your customers: what do they need from you? What trends are they into? What search terms do they use? Where do they hang out online? Who do they follow on social media? What are their online shopping habits?
Consistency across channels is key to being memorable: use the same key messaging and promotions across owned, paid and earned media.
Make buying from you a super-easy process: utilize personalization from previous visit data, ensure the site works on all devices and loads quickly and make sure you offer the payment types that are best suited to your audience.
Protect your margins: utilizing affiliates and coupons can be great sales drivers, but this can’t be at the expense of your profit margins.
Get your products seen: utilize the right influencers carefully and strategically to ensure you get a good return on investment.
Monitor your competitors: discover their strengths and weaknesses and use the things that are working well for them to inspire your own unique take on your own marketing strategy.
Use PET to increase urgency for transactions: persuasion, emotion and trust tactics can be highly successful as no one wants to miss out!
Upsell, bundle and cross-sell: to boost the basket value, as long as your margins are protected – don’t give away too much.
Plan for people to NOT buy on their first visit to your site: retarget and remarket to remind people what they looked at on your site.
The journey doesn’t end at a sale: repeat purchasers and the lifetime value of your customers can make all the difference. Make their experience of buying from you and making repurchases as easy as possible.
Choose the right fashion marketing partner: you don’t have to do this on your own and can’t be an expert in every discipline yourself. A good agency with proven success in fashion marketing can be invaluable.
Click here to find out more about these tips on digital marketing for fashion brands.