The foundation of all successful digital marketing for fashion brands is thorough market research. There are thousands, if not hundreds of thousands, of fashion brands out there. Before you can begin forming a strategy, you need to understand their positioning, their strengths and weaknesses, and areas of the market they might be neglecting. It’s also important to conduct a survey of the market as a whole – on a local and national level. This is easily broken down into a PESTLE analysis: political, economic, social, technological, legal and environmental factors. For example, an economic impact on the fashion industry would be the impact of lockdown on people’s disposable income. An environmental impact might be the increased desire for sustainable practices and clothing.
It’s also important to conduct research on your own brand. After all, it’s important to identify your own strengths and weaknesses so you can better understand how to build upon your brand. This is especially important when it comes to digital marketing for fashion brands. With so much competition, and customers with only so much disposable income, your positioning and value proposition is essential to get right. Conducting an in-depth SWOT analysis is a good way to ensure you’ve covered all bases.
As humans, we’re visual creatures. We like when things look good aesthetically. This is especially important for e-commerce sites. Your products need to look great or potential customers will be less inclined to buy. A clear shot of the item is essential, but content doesn’t just stop at product photos. Your site needs to be filled with keyword-rich landing pages to capture as many organic visitors as possible. If someone’s searching for their next little black dress, you need to optimise your site so you’re top of their search results. It’s also important to ensure your UX (or, User Experience) is up to scratch. No matter how great your products are, if your site is difficult and frustrating to navigate, nobody will make it to the checkout.
A vital component of digital marketing for fashion brands is advertising. It can seem daunting to sink valuable funds into something without an immediate and clear ROI. However, even a small amount of spend boosts brand awareness tenfold. Advertising popular or new products, a special offer or limited-time sale is a great way to promote your brand and generate new leads. By experimenting with different kinds of ads, you can better understand what your audience reacts to and how to better communicate with them. You can play around with the copy, imagery, or even the different forms of advertising that platforms offer. The possibilities are endless.
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