To commence, this article will give you a clear idea of how to begin digital marketing in the fashion industry.
Along with this, the strategies for the same industry will be discussed above.
A Digital Marketing strategy is a promotional method to win current and new customers.
This creative method is performed in the internet world. There are many ways to promote online.
The majorly used techniques are:
- SMS Marketing
- Search Engine Marketing
- Search engine Optimization
- Social Media Marketing
- Influencer Marketing
- Email Marketing
- Affiliate Marketing
- Video Marketing
- Facebook ads
- Instagram ads
- Mobile Marketing
The aforementioned strategies are professionally used to promote goods and services.
Furthermore, the fashion industry is evolving with time, brands need to focus on the latest ways to acquire customers.
A brand's success story depends on its ability to win customers' loyalty.
So, this article will guide you through promotional ways to shine as a brand.
How has digital marketing changed in the fashion industry?
Previously, old channels were widely used to promote brands. The brands focused on offline flyers, billboards, banners, brochures, and newspaper ads.
These were not successful in giving effective results. It was difficult to measure from where the leads were converting.
Also, there were challenges to get new customers. So, brands transformed their major focus on internet marketing.
So, the modern methods mentioned below are actively used in the current scenario.
- Social media marketing
- Email Marketing
- Influencer Marketing
- Content Marketing
- Search Engine Optimization
- pay-per-click advertising
- display advertising
- Video Marketing
These strategies came into the picture when brands started to realize performing traditional methods won't work anymore.
What is more, we will get detailed into these tactics used for promoting brands on the world wide web.
Effective Digital Marketing Strategy for Fashion Industry:
1. Social Media Marketing:
Social Media is a great tool to showcase your fashion brand. Billions of users across the globe are active on social networks
Brands can have their profile on all platforms like Facebook, Instagram, YouTube, LinkedIn, and Twitter.
They need to have brand recognition on every social media platform.
They can post regularly on these platforms. This will help in getting organic reach, and get more followers, shares and likes.
For example, brands promote on their Instagram story to keep their customers updated.
Apart from this, they can start advertising on these platforms where their customers are most active.
Many popular brands choose Facebook ads. While others focus on other platforms.
Promoting with advertising will help in reaching new people who share similar interests as a current audience.
In addition to this, Conduct a contest on social media with a reward for the winner.
This can not only bring engagements but it can boost your reach to a huge mass target audience.
Well, in this way, we can successfully improve brands' presence on social media.
2. Email Marketing:
Email marketing is an amazing way to maintain relationship with customers. Moreover, it is a digital marketing strategy for Fashion Industry.
In today's time, it is essential to have a customer's email id.
Consumers can regularly be informed about current offers, discounts, sales, coupons, and Cashbacks on your fashion product.
For instance, new customers visit your online store or an offline one. You can collect their Email ID for sending promotional messages.
Additionally, we can keep them updated about any new updates on our store.
Also, there are more chances of conversion when you offer special discounts to customers. This way you will get repetitive customers.
3. Influencer Marketing:
For any Fashion brand, it is the appropriate fashion marketing strategy to tap the most followed influencers.
It is often believed that audiences on social networks follow famous people.
So, they try to adapt to their favourite person for a sense of fashion.
Mostly, fashion blogger gets more popularity to attract target customers.
Sometimes any of your brands' well-known t-shirts, shoes, clothing or any other wearable item might get famous.
Therefore, influencer marketing makes a huge difference for any brand in the fashion industry.
4. Content Marketing:
There are about 70-80% informational search queries on google. It is highly recommended to have blogs on your website.
This will immediately show your content when any user types a search query about a particular keyword.
This can win you new leads. It is amazing to bring netizens to your website.
For instance, a customer searches for the" latest trends in a clothing brand". If you have a piece of content on your website. the customer might visit your products page.
What if he or she buys it? you got a new lead by answering customers' search queries.
So, content marketing can do wonders for your fashion brand.
5. Search Engine Optimization:
There are more than 200 factors on google that determine your website ranking.
It's important to rank on the first page of a search engine. This digital marketing strategy for fashion industry is a proven way to generate more & more business.
It will be more beneficial if your website ranks in the top 3 results. Customers are more likely to become visitors in that case.
This is the reason the Fashion industry should focus on search engine optimization.
6. Pay-per-click Advertising:
In this form of advertising, the marketer pays on keywords they wish to rank.
Now, fashion brands can use this when they want to show an advertisement to users.
If brands don't rank on search engines. They can rank at the top in form of ads.
To explain, if a user searches sports shoes, you are having that product ad on a particular location.
There are chances you can get a confirmed lead. So, the fashion industry can focus on Google Ads.
Ecommerce brands can also focus on google shopping Ads.
With the help of google ads, brands can reach multiple locations to find their potential customer.
7. Display Advertising:
This is another great way to be right in front of visitors. Display advertisement helps you to gain brand awareness.
Also, a Fashion brand that wants to reach a large number of people can use display advertisement. This form of marketing helps you in brand recognition.
Hence, display advertisements will add benefits to your fashion brand.
8. Video Marketing:
Fashion marketing can be also done in the form of videos. Today, the video format is popular, you are more likely to get views if it's entertaining the target audience.
Moreover, big fashion brands have started creating video content. They either add an informative or fun element to the video.
They started promoting on social media channels. Video marketing proves to be a great digital marketing strategy for fashion industry.
So, this helps to get more engagement from users. Sometimes your video might get viral, it might bring more sales.
A luxury brand Prada and others started a marketing campaign on platforms like YouTube.
Video marketing can bring business to your fashion brand if it is done accurately.
These were the most promising strategies which current prominent fashion brands are using.
They will help you to scale up your brand.
Challenges faced by fashion brands in digital marketing.
- Broad Audience
- Customized Marketing
- Going Digital
- Changes in Fashion
- Staying updated with competitors
- Consumer psychology
- Multi-channel marketing
- Logistics Management
1. Broad Audience:
Initially brands used to tap the audience in the local area where they were located.
But now they have to think of it as a global brand and find their audience in the internet world.
For example, A fashion company has its brand identity only in Mumbai, but as it goes digital it will attract a diversified audience. This is done to find the potential customer.
2. Customized Marketing:
Every person's choice is different and fashion marketing was initially done traditionally.
It was not possible to do customized marketing for a particular group.
Apart from this, changes could not be made, unlike digital marketing.
Also, it was important to connect with customers' tastes.
So, brands required a marketing plan to lock-up new customers.
Therefore, they started online marketing based on a group of a similar audience.
3. Going Digital:
Fashion marketing was done in an offline way and so not all brands were ready.
But with time they have changed to fashion digital marketing.
Some of them required professional help, so today digital marketers are in demand.
It is helping them in gaining brand awareness.
Therefore, digital marketing is way better than traditional marketing.
4. Changes in Fashion:
The trends in fashion are changing day by day, and celebrities and each prominent Fashion designer are great influencers in that case.
Today, fashion is changing so fast that brands felt difficult to stay up with the trend.
But they tracked down the loopholes. Hence, many are performing well.
To explain, A clothing brand has to be ready with an immediate marketing plan to control such changes.
5. Staying updated with competitors:
Many brands faced hurdles in changing when competitors updated.
Brands that adopted the digital world quickly went far away.
While others were left behind because it is clear one needs a well-defined fashion marketing strategy.
Brands had to track their competitor's every small move.
6. Consumer psychology:
It became difficult to predict if a fashion product would sustain for a longer time or if it would last for a short period.
Also, some brands were struggling to maintain consistency.
This was a major issue to get into consumers' minds for fashion's next move.
Some of the fashion trends are getting overnight famous, this is also a current difficulty faced by brands.
7. Multi-channel Marketing:
In the previous times, brands had only one offline store to focus on.
Furthermore, they have changed as customers are active on social media Channels as well as on search engines.
They maintain their brand identity on every social media platform their customers are active.
Moreover, it became important to have a website or an eCommerce store.
So, brands had to diversify their online presence.
8. Logistics Management:
It is difficult for brands to maintain supply and demand.
This happens with continuous updates in fashion trends.
Sometimes there is deadstock. Therefore, brands try to maintain their stock as required.
Also, there are theft issues between the supply chain channels.
There were even problems with brand loyalty, where customers got unusual things in the shipment.
So, new ideas were implemented like one-time password verification from delivery personnel.
Hence, they are gaining brand loyalty with time.
To conclude, these are strategies the brands use in the current trends. The fashion marketing strategy keeps on updating depending on the market situation.
Also, there are challenges brands have fought to meet the in-demand of customers.
We hope you found this article informative and joyous.