Buying a piece of clothing often comes down to small preferences. Given there are so many companies on the market, you can always find something that is precisely according to your specifications. Because of that, fashion marketing is one of the most daunting tasks in the business.
And while we can't neglect the importance of beautiful patterns and designs, you won't get far if you mess up your promotional campaigns. Nowadays, consumers do thorough research before giving a company a chance. If they find out you're involved in unethical practices, they will quickly put you on their blacklist.
In this article, we'll review 5 methods that will separate your fashion business from the field. We'll talk about the impact of these branding practices and how consumers perceive them.
Out of all the products ever invented, clothes are the most affected by trends. Truth be told, it doesn't make any difference whether you're wearing a sundress or column dress, as long as it covers your body.
To adapt to the needs of modern consumers, brands try to differentiate themselves not with products but with the policies behind them. Today, it's very hard for a fashion business to survive the onslaught of competition without adhering to socially and environmentally responsible methods.
Things such as charitable giving, employing impoverished farmers, and union made clothing makes your company stand out from the rest. Most importantly, you should try to implement these practices on all levels and across different marketing campaigns.
Like all other businesses, the fashion industry is always trying to upsell and cross-sell. Even if a brand starts its enterprise by specializing in a few specific items, it will likely increase its offer after just a few successful years. Eventually, all fashion businesses start resembling each other both in terms of products and styles.
However, that doesn't mean you can't build a successful company with limited offers. You just need to find a market gap. A good example of this mindset is North Face. Although the company now offers lots of different fashion items, they still brand itself as a durable, element-resistant clothing line.
Traditionally, consumers were prepared to pay the top dollar just to wear new Gucci or Armani clothes. And despite what some business owners might say, they're all trying to get to that upper luxury echelon of brands.
And while expensive clothes like tailored suits for men are still popular, regular consumers have significantly changed their priorities. As people become more involved with social and environmental movements, they are looking for clothing options that satisfy a need instead of focusing on aesthetics.
Although providing cheap and long-lasting clothes won’t necessarily make you stand out, it’s a step in the right direction. When combined with other methods in this list, it would allow you to differentiate your clothing brand and become more popular among consumers.
Brick-and-mortar stores no longer work. In fact, the major fashion brands have disinvested billions of dollars from traditional shops in the last few years. Most brands now focus on online shopping as it simplifies the process, reduces overall costs, and allows you to reach a larger audience.
If you’re an up-and-coming clothing brand, there’s no need to rent stores all over the city. Instead, you can simply create a well-polished website and start promoting online.
Although digital marketing is sometimes hard to pull off, and it requires a sizable investment, it gives you numerous benefits over competitors. Most importantly, it's a much better method for scaling a business than regular stores and traditional promotional channels.
There's a reason why word-of-mouth marketing and testimonials are so powerful. They allow people to connect with a business on an interpersonal level, giving a company a human pulse. In the end, shopping for clothes is all about how something makes us feel, so why don't you capitalize on that concept?
In the sea of no-name, interchangeable brands, you need to find a way to connect with the target audience. And what better way to do that than by sharing consumer stories? You can post this type of content on your website, social media, and other digital platforms.
In this particular case, it's not enough to simply showcase a dress or pants. The customer also has to talk about how the product makes them feel. They need to relay the sensation of purchase so that a potential buyer is more inclined to try the same piece.