Digital Marketing For Fashion Brands:
How To Build A Profitable Business Online
What Is Branding?
Branding is the process of assigning characteristics and properties within and outside a product to give that generic product an identity which helps it to be recognized and differentiated in the market.
Needs of Branding
Branding isn’t limited to just name and logo. It is a combination of characteristics and properties which have an effect on almost all of our senses to result in a uniform experience every time we have contact with it.
Branding is made up of innumerable elements few of which are –
- Name: The name which we use to identify the product with.
- Logo:A symbol or other design adopted by the business to identify its brand.
- Color: A color mostly used by the business in its marketing messages to describe or complement the brand.
- Vision: The group of goals or objective behind the brand that help guide its activities and its future.
- Message: the value proposition of the brand which it conveys through the brand personality to set the brand positioning.
- Shape: Either the distinct shape of the offering or the shape of the packaging.
- Aroma:The distinct smell which the user experiences before, during, or after he uses the offering.
- Graphics: The uniform and distinct aesthetics used in the marketing messages.
- Sound:The sound used in the marketing messages to reinforce your brand identity.
Why we need Online Fashion Branding
Consistency. That’s just one element successful fashion brands have in common. Seasons and trends come and go, but you can still identify a Gucci, Burberry or Alexander McQueen on site.
There are numerous fashion brands out there, but how do you make yourself stand out from the crowd? That is the real challenge. A good solution for this is deploying an effective digital marketing strategy.
It can be difficult to distinguish your brand from the pack in the crowded online fashion market. We have found that one of the best ways to make your mark is with digital marketing. Not only can fashion digital marketing improve brand presence and sales, it can increase brand awareness, and is easily trackable so that you can get immediate feedback and determine if a campaign is working. We’ve also found there are long-lasting effects as well.
Digital marketing, if used in the right manner, can increase your sales, improve brand presence and make your brand more profitable. It makes your product available to your target audience. When done right, it increases brand awareness, boosts sales and turns users into brand ambassadors. Digital marketing is the next step for your business due to its global reach and effectiveness.
Your target audience will greatly influence your brand voice, after all it must appeal to them. Here’s where you decide if your tone will be conversational or formal. It’s also where you highlight acceptable and unacceptable phrases as well as words you can use. Even more details are required on what your house style is; this refers to rules that would apply to spelling, capitalisation, punctuation, usable emojis, etc.
You’ll probably have a formal shoot for every collection you release and follow up with casual phone-snapped images you’ll run on social media. Every shoot will have a different theme or feel, but constancy still needs to strongly come across. The aim is for anyone to quickly identify your brand even before reading the descriptive article or text. The types of moods, locations, lighting, color palettes, models, makeup and hair guidelines, and even social media filters you choose should be in line with your brand aesthetic. Remember that photographers are visual so in line with the parameter text, have an image example of what you’re aiming for.
It’s the first of your physical product and thus will help to create the perception of your work. In particular, online stores utilize packaging to entice purchases and encourage them the consumers to share your product with their social media community.
There are five key components: mission, vision, target audience, brand personality and core values.
Some tips for E-commerce website owners
The business of selling clothes runs on the equation of need or demand; demand for ‘nice’ & ‘affordable’ clothes which can be bought conveniently from the comfort of home using the internet.
Their content is created by a production team (mostly in-house) in the form of stories, product descriptions, fashion shoots, style guides etc
Use product descriptions to give a character to your product
With increasing maturity of Social Media as a marketing channel, new age fashion retailers no longer have to write spammy meta tags and product descriptions to please Google. You can now focus on writing crisp meta tags and product descriptions to communicate the product’s value to the customer and story behind it.
Know your customers
If you’re serious about creating a lifetime customer value, you have to know your customers closely. Online Fashion Retailers are innovating new ways to collect customer information and use it to provide a personalized shopping experience.
Joy of Cloths collects customer’s shopping preference in the form of Quiz before giving them personalized shopping experience and product recommendations. A Fashion Retailer must try to collect as much information as possible from customers whenever they have the opportunity, without overwhelming them.
Cookies is a text string that is stored in a web browser. It’s data sent by a web server to a browser and then sent back unchanged by the browser every time it accesses the server. Prime objective of cookies is to enrich the browsing experience of user by personalizing it according to user’s behavior. For example, it enables user to save username and password into the browser so that he/she doesn’t have to remember it.
Here come the role of Digital Marketing Expert
There are several digital marketing strategies that you can apply to your fashion store to maximize profitability. Any fashion brand at all – whether old or new – can deploy a winning digital marketing strategy. If you want to market yourself better, keep on reading.
How to do it:
Whenever you visit a website or see an ad, you don’t immediately purchase the product right away. But the ad somehow stays with you, especially if you liked the product or found the campaign interesting.
You can target such visitors by showing reminder ads that make them recall the product that they saw earlier.
If for instance, the visitors don’t revisit your website for a specified period, you can make the deal lucrative by offering discounts. Also, there are some people who add things to their shopping cart but later ditch it so, those people should also be retargeted as it would increase turnover.
If they don’t purchase, don’t give up, let’s say after a week and 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.
Run a promotion during holidays to increase sales and capture attention when buyers are easily available.
If it’s Christmas, have a series of emails go out to your email subscribers with a digital marketing strategy that focuses on compounding discounts. For example, you could promote 12 days of giving and offer a discount each day on a different product. Day one you discount shoes, day two dresses, etc. Give your subscribers a reason to share their email discounts with their friends and on social media.
Prior to Easter, you might promote an Easter Egg Hunt on your site. Place a fancy Easter egg with discount code on pastel dresses or tops that might be appropriate for the occasion to encourage purchase.
Promote some Summer Loving with discounts on pairings—a bathing suit and cover-up or sandals and shorts. Or offer an bonus gift with sales over a certain amount. Sunglasses, flip-flops, hat, or sunscreen (with your brand and logo on it). The customer is happy because they received something for free and every time they use that item they get reminded of your brand.
Every seasonal incentive should also be shared on social media: Facebook, Instagram, Twitter, as well as your blog.
Focus on Events All Year Round
People don’t buy gifts just on birthdays and Christmas anymore. Numerous other occasions have now popped up or gained significance in recent years. There is Mother’s Day, Fathers Day, friendship day, baby showers, bridal showers, graduations, anniversaries and the list goes on.
So, depending on the type of store you run and the products you sell, it is a good idea to market customized items that are relevant to specific occasions taking place in your target audience’s life.
For example, if you own an apparel store, you could promote matching couples’ clothing for Valentine’s day, or men’s shirts for Father’s Day. This will persuade your audience to make purchases all year round and strengthen brand loyalty.
Create style guides to show your visitors how to wear or incorporate your items into their everyday life.
If you own a fashion brand that sells a variety of clothing items, put together a style guide for your website so that visitors and subscribers can get ideas on how to wear your clothing, and even incorporate pieces into their existing wardrobe.
Don’t limit yourself to just one guide. Style guides can be done seasonally (spring, summer, fall, winter), for special occasions (wedding, party, picnic), holidays (4th of July, Christmas, New Year’s), and for more topical themes: travel, work, weekend, beach.
Guides can be listed as a special section on your website and incorporated into your blog, where you can provide more in-depth information on each item in the collection. Try telling a story with the style guide to interest your customer.
Role of a Blogger
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. 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.
You can work with them to create content around a specific campaign or just create gorgeous images with your product. Their influence and creative take on your product will garner great interaction and sales.
Working with bloggers 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 blogger, 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.
Have every new email subscriber follow you on Instagram
Send new email subscribers a thank you for following and direct them to follow you on Instagram for style inspiration and tips.
Encourage them to not only follow you, but to share photos of themselves with your brand, using a special hashtag you provide. This way you can re-share your customers’ images easily, creating brand loyalty and bringing a personal touch to your brand.
Create gift guides year-round for your ideal buyer’s life events to inspire them to buy.
Depending on the type of e-commerce store you own and your ideal buyer, create gift guides for life occasions. People buy gifts year round, not just Christmas, so promote your products by creating gift guides for Mothers Day, Fathers Day, graduation season, Valentine’s Day, weddings, anniversaries, baby showers, etc.
Gift guides should be available on your website and can be sent in target emails to customers. You can also promote gift guides on all social media (with images, of course).
These gifts guides are a collection of items that you sell on your shop that would fit a certain category for gifting. For example; for Mother’s Day if your brand sells women’s items, you could create a collection of perfect gifts for mom. Create a special landing page on your website with the list of shoppable items. You could also create a digital e-book with a magazine style gift guide. With e-books make sure you include links to your e-commerce store so they are easy to purchase.
Get your audience involved to create a community around your brand.
Encourage your audience to share content based on your brand values to foster engagement and reinforce those values.
For example, you could run a contest on Facebook and Instagram where you ask your community to share a photo of something that your brand believes in.
When your community creates content for your brand you might also incorporate shared photos into blog posts on your website or even your homepage. Who wouldn’t want to be mentioned by a fashion brand they love? By sharing the photos on your website, along with descriptions and links to buy the items, you have a customer that will share that link with all her friends.
Remember (and learn) customers’ birthdays to build brand loyalty.
Send your customers a happy birthday card via snail mail with a coupon code (#happybirthday). “Happy Birthday Omkar, Here’s our birthday gift! Enjoy!”
Launch a blog or, if you already have one, keep up with it.
Provide constant valuable information to your audience via a blog.
Blog posts should be regularly released (same days of the week, same time of day) so your readers know when to visit, they should also be visually interesting and generally less than 500 words. Short, sweet, and to the point—which is what most readers are looking for these days. There will be times that your online digital marketing strategy will require a longer (1500-2000 word) post with numerous photos and maybe even a video.Longer blog posts are great for guides and resources.
Nurture people that are not ready to buy to turn them into a customer later.
When someone first comes to your shop they are not always ready to buy. Make sure to capture their email address and have an automated email series that slowly feeds them new content and you’ll also learn their buying preferences, like how many emails it took for the person to turn into a customer. You’ll learn what type of products they prefer by what they click on in the emails and day and time they open their emails.
Email a reminder to people who left items in their shopping cart to increase conversion rates.
People add items to their shopping cart and then forget all about them. Send a reminder email to those who added items to their shopping cart but didn’t buy. Send them in intervals: the next day, the next week, and then maybe the next month, along with a discount code to encourage purchase.
In order to send reminder emails, your website visitors will need to have an account, so make sure you make it very easy for visitors to create accounts on your website.
Digital marketing can be a fairly easy and fun way to increase your brand awareness and sales. While it’s not necessary for you to employ all twelve tactics we’ve outlined here, you will probably find that each one individually will increase sales, brand awareness, or your community. So the more you utilize, the stronger your brand presence will be.