Digital Marketing for the Fashion Industry
Wondering how to use digital marketing for the fashion market? In this guide, we take a look at how the digital space is shaping the growth of fashion. The highly competitive fashion industry is tied in very closely with the rise of ecommerce. As ecommerce has grown, so the digital space has also grown. Clothing, footwear, and apparel make up a massive slice of the proverbial retail pie, and digital marketing offers the perfect platform for fashion brands to drive sales, increase reach, connect to new audiences, encourage loyalty, and growing reputation.
Due to its competitive nature, however, the fashion industry faces numerous challenges to retain customers and maintain growth. Brands that fail to adapt to the changes within the digital marketing industry, from new technologies to new strategies, are hit especially hard, losing customers to brands that have fully embraced the ever-changing nature of the digital sector. In order to stay ahead and continue to drive revenue, fashion brands need to stay ahead of the curve, using a comprehensive omnichannel strategy that is designed to target customers at every level. Today, we’re taking a look at some of the most effective strategies to include within a broader omnichannel plan.
Best Digital Marketing Strategies for the Fashion Industry
Gone are the days of TV commercials and billboards. Although these are still used to some degree, the online space has opened up a whole new way for fashion brands to connect to potential buyers. Ecommerce marketing has made it possible for customers to shop online, via mobile and even via voice assistants. What this means is that now is the perfect time for fashion brands to forge high-converting campaigns geared towards driving conversion. Some of the most effective digital marketing strategies for fashion brands to consider include the following:
Loyalty programmes are a highly effective tool for every type of business. For consumer-based industries such as the fashion sector, loyalty can be especially useful to attract and retain customers. There are many ways to use loyalty systems. One of the simplest ways used by many fashion retailers is a basic point system that gives points on various actions, from spending a certain amount to leaving product reviews, referring friends, signing up to email lists, and other behaviours. Other programmes can be more extensive, with tiers ranging that offer rewards on a wider range of behaviours. Rather than using points that can be redeemed for cash, these programmes also offer small gifts to further incentivise customers.
Another strategy that works well for fashion brands is subscriptions. This strategy works on a monthly basis with prepared boxes or packages sent to customers who pay a set fee. This is a great way to promote new products, increase loyalty, and grow a following. To work well, items need to either be exclusive, limited or wanted by customers. Sending out of season stock is never a good idea. Needless to say, this can be an investment – if done right it can have good pay-offs but if it fails it could end up being rather costly. For best results, make sure that you do careful audience surveying and research to find out what your target customers would consider worthy as gifts.
The fashion world is a highly visual industry compared to many others. It is also an industry that is based on aspiration. With that in mind, style guides are an excellent way to promote products and increase conversion. Interactive guides are even more effective. That means making use of augmented reality, 3D visuals, and other effects that encourage viewers to imagine themselves wearing your clothing. Guides that allow customers to try on various outfits, which are organised according to different looks, seasons, colours, styles or categories will help to create an immersive experience for viewers, which, in turn, helps to drive more sales. You can also offer a simple way to add specific outfits or items to favourites or shop directly from the style guide.
Video remains one of the most high-converting channels in digital marketing. In ecommerce, video is highly effective. As the fashion industry relies on visuals, video provides a way to promote products in a way that inspires and attracts. Just as style guides help to encourage the aspirational nature of fashion shopping, video further add to the ability for customers to imagine themselves wearing your apparel. Videos can be done as demonstrations, looks of the day/week/month or season, new trends, new products, how to wear certain items, how to style items, colour combinations, and numerous other videos that showcase your products. YouTube and Facebook Live both offer a way to connect to customers, with these channels also offering direct selling from the app.
If you are not already integrating mobile marketing into your digital marketing strategy, you are missing out on the chance to reach far more customers. Mobile searches have slowly overtaken desktop searches as Google’s mobile-first era continues to focus on mobile results. Mobile ecommerce is also rapidly growing, with a large number of purchases now done on smartphones and tablets rather than desktops. Then, there is SMS marketing that adds even more ways to instantly connect to customers. Because mobile is instant, it is possible to craft high-converting campaigns that allow customers to access sales, promotions, and specials immediately. Using location-based strategies and QR codes further help to drive more sales through mobile.
Finally, do not underestimate the power of user-generated content. Trust plays a huge role in almost every industry, whether B2C or B2B. In the fashion industry – especially as far as digital marketing goes – trust is everything. Purchases are made online rather than in person, which means that customers need to rely on reviews as well as product descriptions. When you leave reviews off your product pages because you are worried that negative reviews will harm your sales, you are actually doing far more harm to your sales than you would if you used negative reviews wisely. Responding well to such reviews helps to build trust in a huge way. Aside from reviews, other user-generated content include deeper reviews or demonstrations, videos, influencer marketing, blogs, and social media posts that are created by customers.
Whether you are a small local clothing business or a large-scale fashion house, integrating digital marketing strategies within your overall growth plan is the best way to grow your business from strength to strength. Contact us today to learn more about how our digital marketing platform can help you see results.