In this digital era that is primarily dominated by political narratives and social influencers, all customer-focused business are compelled to adopt new marketing strategies to accommodate emerging trends, and the fashion industry is no exception.
This industry had initially relied heavily on adverts and public relations to make sales. Their tactics included extravagant photo shoots, bold advertising concepts and getting involved in high profile events.
For these reasons, brands with a low ad budget had a hard time getting off the ground, and some never did. The runway events and parties were and still are useful, but fashion brands have a new marketing strategy. With a strong focus on the millennial and Generation-Z demographic, many brands have discovered effective tactics to reach the new set of shoppers. Such marketing tactics include messages and adverts that conform to the digital world as discussed below.
It is critical to envisage how the adverts in your campaign appear to your potential customers. If, for instance, your ads are intended to emerge as the user is browsing other content pages, you will want to make them visually appealing. Using high-quality images accompanied by useful information regarding what the ad is about will make your campaign a success. Failure to use captivating and visually appealing images might give you a hard time capturing the attention of your potential clients.
Messaging is the core communication mode when targeting the millennial and gen-Z customer base. When it comes to digital advertising, you will hardly have sufficient page space and time to capture the attention of potential consumers. It is, therefore, crucial that you have compelling and succinct messages. Else, you can lose the interest of a digital user in a matter of seconds, and that is the only time you have to interest them in your brand. You, therefore, need to highlight the value of the brand, showcase its uniqueness and define its incentive in your brief message.
Direct Landing Pages
You also need to ensure that your users are directed to the content page of whatever product you are advertising. This will serve to drive traffic to your site, enhance user experience and consequently increase your conversion rate. For instance, if your brand advert is about an exercise bra, a single click on your ad should direct the user to your sports bras page. The more relevant information you have on your page, the higher the chances of a user following through and converting.
Test and Monitor
For every mode of marketing, testing the efficiency of your efforts is very important and running a digital brand campaign is no different. If you don’t monitor your marketing strategies, you might not efficiently identify areas that require improvement. The time, choice of language, image selection, and audience segment plays a crucial role in the success of your campaigns. For this reason, paying attention to the mentioned factors and monitoring the progress of your campaigns is vital. If you find a successful campaign, focus on enhancing it and for the not so successful ones, alter them accordingly.
This includes providing multiple incentives to your potential customers depending on the time of the years. For instance, you could send a series of emails to your subscribers during the Christmas season with a brand campaign aimed at compounding discounts. You can designate discount days with each focusing on a different product. For example, day one you can offer discounted shoes, day two discount on shirts and so on. This will serve to extend your target market as your subscribers are likely to share your discount links with friends, family and or even with virtual friends on social media.
When selling a new line of clothing items, you should come up with a professional guideline to help your subscribers and website visitors learn how to wear them. Don’t limit yourself on one style; instead, offer style guides based on seasons, special occasions like weddings and tropical themes that include work, travel, beach and weekends. You can also add a blog with in-depth information about each item and a story regarding the style, which might significantly interest your customers. Style guides generate traffic and capture the interest of your customers, who might easily convert.
In this crowded fashion industry, every entrepreneur and designer is required to be very competitive if at all they want to make a difference.
Signing the best digital agency such as Webs Union to get ahead in such competition should be the primary tactic in marketing your fashion brand. Digital campaigns are fuelled not only by millennials but also by low-budget, startup fashion businesses that cannot afford to host high profile events. The success of your digital strategy is largely dependent on your ability to reach and interact with different customers at any given place and time.