Fashionistas and brands alike have become vigilant to make their personality and looks more eye-catching in order to gain public attention. For this reason, they look for the best, stylish and trendy outfits. They also frequently update their wardrobe with festive and seasonal attire. The internet is the best resource for purchasing seasonal and stylish clothes from different brands; it saves time, buyers have unlimited options and discounts, and it can be done from anywhere at any moment. Because of this, digital marketing is gaining momentum in the ongoing era of marketing as it occupies a bigger space in e-commerce.
Social media along with Google have gained the interest of retailers that wish to invest in the online business. For any business, budget is considered the most important factor – the backbone that determines the fate of the business. Traditional marketing is far from being obsolete, but nowadays there is the option to use newer methods that make it easier to target your desired audience within a short span of time. Leading brands in the fashion and clothing industrial sector have also shifted their marketing strategies to e-commerce to use digital forums as means to target their desired audience. Because the cost is at the company’s discretion, even small brands with limited resources or low budget get a chance to occupy the space, too.
Here are some factors that are considered as the base of digital marketing that will be further discussed:
- Social Media Campaigns
- Catchy Banner Lines
- Attractive Taglines
- PPC Campaign
- Organic Campaigns
- Lead Generation
Design and Post Preparation
The design team is the most important pillar of digital marketing for fashion and clothing brands. Banners are generally uploaded on multiple social media channels and feature some level of creativity to catch the audience’s attention. To make the images more stunning, you can try different filters or colors. Using catchy taglines and captions, you can draw people in to look at your products or to promote engagement. Posts and content creation requires different tools for the purpose of making the images more eye-grabbing, organizing a schedule, or recording results.
Social Media Campaigns
Social media encircles multiple channels that are all widely used by the public and businesses. Campaigns vary depending on the type of platform. The most popular types of platform include:
People can be reached by buying ads that target an audience with interest in fashion and clothing. To target the desired audience, campaigns are formulated, designed, executed, and later measured. Besides purchasing ads, interacting with similar pages and sharing content can help build brand awareness in the fashion industry. If you develop a comprehensive strategy and continuously check for optimization opportunities, your fashion and clothing brands can yield the best results.
A good social media strategy gives the opportunity for small brands to increase their sales, even during a difficult time when the world is dealing with Covid-19. For example, an Italian tailor specialized in children’s clothes increased profits by 60% in April 2020 from April 2019 despite the global pandemic. She was forced to temporarily close her shops near Milan but with help by a specialist, she focused on improving the strategy of her Instagram page; thanks to that, she earned over 10,000€ (1,199,595Y) in April alone. The earning from her e-commerce in 2019 was less than 1,000€! This is just a small example of a personal activity with a minor investment. Can you imagine the results on a bigger scale?
Why Do Fashion & Clothing Brands Prefer Digital Marketing?
Fashion and clothing brands had to invest a lot in order to promote their business through traditional methods of marketing. With traditional marketing, it wasn’t possible to have as wide of an audience (think different continents or countries) compared to digital marketing due to limited resources. The latest innovation in digital marketing offers many new methods for businesses to enhance its promotional strategies. Now, you can target a wide audience in your business through digital marketing. For instance, you can set campaigns to target more than one region, country, or continent – it costs much less compared to traditional methods. People from around the world can see your social media posts, access your website, and place online orders anytime of the day. Most fashion and clothing brands give their utmost preference to digital marketing due to the fact alone that they can reach the target audience in a very short span of time.
How to Determine Target Audience?
The target audience is the most important segment when you think about the strategy to implement digital marketing with your business. You cannot effectively reach the right audience if you don’t know who they are. One way to gain this information is through conducting market research – instead of targeting just anyone, you’ll learn who will be the best audience to invest in. Then, you can display your product on social media channels to increase engagement with your audience. It’s also important to be relevant by sharing seasonal and popular clothing. Depending on the season or location, products that are launched by leading fashion and clothing brands include:
- Jumpsuits & Playsuits
- Linen Clothing
- Coat & Jackets
- Trousers & Leggings
There are plenty more categories, each with its own season. Plan and execute comprehensive and customer-like strategies to grow your business through digital marketing.