Fashion brands face a highly competitive online marketplace. It’s no easy task to generate sales, even for many established fashion brands. We’ve compiled our top 11 tips for success with digital marketing, drawing on our years of experience helping dozens of fashion clients to sell more products and maximise their profit.
Knowing your customers isn’t the same thing as taking educated guesses about them, based on general data or knowledge. To truly know and understand your customers, you’re going to need to dig deep into not only the data you have on them, but also by speaking to them and finding common factors for various segments of your audience.
You’ll need to find out things like:
Only once you truly understand your target audience can you make sure that your digital marketing activity provides them with exactly what they need to make a purchase, and hopefully keep them coming back for more.
Shoppers are likely to see your brand’s messaging across more than one channel before they make a purchase. You can make it easier for them to remember you if you run consistent messaging and promotions across all channels. This may incorporate:
Your activity for channels like social media for fashion marketing, will work alongside your other channels, like SEO and PR, to provide a consistent experience for potential and existing customers.
No one will want to buy from you if it’s an arduous process. If you can make online shopping from your brand a really simple and positive experience, you’re also more likely to enjoy repeat customers too. You can try:
The best ways to protect your margins can vary, depending on your business model and the kind of margins you currently work to. One fundamental though, is to ensure you are closely monitoring your sales attribution, to fully understand how your channels are working together to drive sales. Incentives can be useful and can kick-start a sales snowball, but coupon codes and affiliate marketing can sometimes be a danger to your profit margins too, such as when:
Early adopters are few and far between when it comes to fashion. British consumers especially are not generally known for being the first to buy something. Seeing your products worn elsewhere is a strong trust signal and can increase desirability. You can:
It’s highly likely that your target customers also visit your competitor’s sites and social media profiles too. If you can keep an eye on what they are doing, it provides a foundation on which you can do a better job for your brand. You can:
PET stands for persuasion, emotion and trust. It’s a suite of tactics that are used by many large retailers, travel companies and any sector where a sense of urgency can help increase sales. The aim is to prompt an immediate purchase by showing messaging that persuades, whilst connecting with the shopper’s emotions and also instilling trust. A magical combination! Examples of this in fashion digital marketing communications and across your website could include:
Making a sale at all is the most important goal, but maximising the value of the basket of goods is also a great way to boost revenue – as long as you keep a close eye on your margins! You can make it easy for customers to add products to their basket, or make a ‘small’ upgrade or additional purchase that offers them good value and means you generate more revenue. You can try:
Consumers want the product they are looking for at the best possible price from a trusted store. This makes it unlikely that someone will buy from you at their very first visit to your website, so you need to factor this into your wider marketing strategy by utilising tactics such as:
A single purchase is great, but there is no need to stop there. Every first purchase can be looked at as the start of a great relationship with a new customer that could have a significant lifetime value, and can also become an advocate that drives even more revenue. Make it easy for people to buy from you again and make the entire process something effortless that they’ll be happy to repeat. You can look at:
Successful digital marketing for fashion brands requires expertise in multiple disciplines, including:
This doesn’t mean that you need a huge in-house team, but no individual marketer will have all of these skills either. A digital marketing agency with a proven track record in fashion marketing can do all of the heavy lifting. At Hitsearch, we’ve been successfully working with fashion brands for 15 years – just take a look at some of our case studies. We’ve got the perfect blend of technical excellence, marketing expertise and creativity to assist your business in getting a great return. Get in touch today for a free 15-minute consultation to find out how we can help you. Call us on 0800 011 9715.
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Name | Job Title
Pe litatis dolutat ureraturio. Usa quam hilibus estis rest aliatiur? Qui ut uta que exerfereped expe nos nectus, quibea dolore magnatus, ut minulparum ut as cor simporectore velles explatur, coreprae reritatisque dit quatum et eic te nis qui beatiatet des eiur? Vellique rero te dolore ped qui remo est dolloria quibus eosanda natem autem venitatem venditemquam aspe rem dus repere et unt. Oviducium volupta am veniasit estrum esequi ut ut qui raepuda volupid untiosam es eaqui aut a iur.
Name | Job Title
Pe litatis dolutat ureraturio. Usa quam hilibus estis rest aliatiur? Qui ut uta que exerfereped expe nos nectus, quibea dolore magnatus, ut minulparum ut as cor simporectore velles explatur, coreprae reritatisque dit quatum et eic te nis qui beatiatet des eiur? Vellique rero te dolore ped qui remo est dolloria quibus eosanda natem autem venitatem venditemquam aspe rem dus repere et unt. Oviducium volupta am veniasit estrum esequi ut ut qui raepuda volupid untiosam es eaqui aut a iur.
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