Promote your fashion brand online and create a successful fashion business. If you don’t have your fashion brand yet, check out how to do it in 5 easy steps.
How to start promoting your fashion brand? The idea is the clue
Think about what kind of clothes you’d like to sell? Women’s, men’s, children’s, sportswear?
You don’t need to have a broad variety of items from the very beginning. Concentrate on a few things, test the market of them, draw conclusions and proceed. Check out the current trends. Do you know what this year’s Pantone color of the year is? You can also use Google Trends, watch the Instagram and Pinterest accounts of fashion influencers or simply go to the shopping mall and check what they have in store.
You can also set your own trends, no problem with that. With Modsly you can create digital visualizations of clothes and test them among your customers. This way you do not need to invest in the production of several items risking that many of them would never be bought! Create as many pieces as you wish, show them to your audience and concentrate on those that are most likely to sell successfully.
Who is going to buy your clothes? Establish a target group for your fashion brand
Who are you designing your clothes for? Are they people like you or not necessarily? How old are they, where do they live, what do they like, how much do they earn? Are your products going to be targeted at a specific niche like for example female travelers, surfers or dog lovers? Once you have answered all those questions, think about how and where you will find these people. Maybe you already have your community in a given niche like a blog, Facebook group, Pinterest or Instagram account followed by hundreds or thousands of your potential customers.
Who’s your competition and how to beat them
There’s always competition. Even if you have the most original idea or unique style. But if you’re selling wedding dresses and the future bride who’s your potential customer buys another wedding dress then she won’t be buying the second one from you. The same goes for other items, we do not need 10 winter jackets or yoga leggings and most importantly most of us have a restricted budget. So even if your brand is super original and unique, other companies satisfying more or less the same need ARE your competition. Your goal is to find a way to differentiate yourself from the others, whether it’s the design, brand story, values that you share with your audience or exquisite customer service.
Your price strategy
How much money do you want to earn? Obviously, the more, the better. This can be achieved via different strategies. You can either sell a few items with a high margin or the other way round. Of course, in order for the whole project to be profitable, you need to calculate the margin based on the production and other costs. Fortunately, at Modsly we do that for you. You only need to set up your own margin based on your price strategy, target group (how much money are you potential customers eager to spend on a specific piece of clothing) and marketing strategy (are you going to invest in paid ads or not?). You can also use discounts for certain occasions (such as new product launch, Black Friday, summer sales, etc.) or certain customers.
Your customers have to like you and trust you first
There are several ways that you can make people aware of your brand. However, seeing something does not always mean buying it. Actually, in most cases, it doesn’t. So you will probably need to reach a lot of potential customers to get a decent conversion (the percentage of those who actually buy your product out of all the people who have seen it). So how can you help them with the final purchasing decision? If you were selling water in the desert, you probably wouldn’t have to do anything. Just be there and count the money. But in the world of e-commerce, where we are offered hundreds or even thousands of products daily and we cannot touch or try them on, it’s all about trust. We trust the people we like and believe, to be honest. We trust the recommendations of people we know and like (family, friends) but also online experts and favorite bloggers. And finally, we trust the brands we know, like and identify ourselves with. Think about it first before asking people to buy something from you!
Let’s get to the actual promotion of your fashion brand
There are several ways that you can use to promote your fashion brand. Some of them require to invest some money, but many will cost you only your time!
Social media are a very powerful tool especially if you have already established your online presence and gathered followers. In this case, you just need to inform them of your new venture and show your products.
Content Marketing & SEO
Do you have a blog or a website? If so, use it so that your customers can find you while searching for stuff on Google. That’s what SEO (search engine optimization is about). It’s not only about showcasing your products on the website but also about the right and rich descriptions as well as useful and helpful content. For example guides on what to wear on a certain occasion or pack for a journey as well as holiday gift guides and many many more. Think of what kind of content your audience would find valuable and use it to help them find you, like you and trust you.
Do you have email subscribers already? If not, start collecting them immediately. It’s one of the cheapest and most effective ways of reaching your customers. Tools like Mailchimp are free up to 2000 subscribers so it doesn’t cost you anything to notify so many potential customers of your new product or promotion in your store. In order to persuade people to sign up for your newsletter, you can offer them a discount or a freebie (e.g. a guidebook, e-book, etc.) but remember not to be spammy in your messages. It is also important that you respect the privacy and data protection regulations like GDPR in Europe or CCPA in California.
This is where you need to invest some money. Whether it’s Google AdWords, Facebook ads or other. The good thing is that you don’t need to already have a community of followers and you can reach and test different audiences easily. If you optimize your ads well they can bring you a lot of sales. You can also test different products and check which of them have potential and concentrate on them. You can start with a small budget at the beginning and learn to optimize your campaigns. Remember to calculate the cost of acquisition of a customer (CAC = customer acquisition cost) and make sure it doesn’t surpass your margin. Otherwise, you will be losing money.
Are you an influencer yourself? If not look for one or a few in your target group niche and offer them collaboration. Some influencers (especially the smaller ones) are eager to promote your brand in exchange for a product or products. Make sure you choose the right people though. Look at their accounts and check if the followers are genuine and whether they engage with the influencer. They also should match your target group. If you’re selling elegant dresses for businesswomen and the influencer’s audience are teenage boys then well, don’t expect many sales (unless you market it as a perfect gift for their mothers;).
And finally, make them come back
The best customers are the loyal ones. Don’t forget about those who already bought your product. Make sure they’re satisfied with the purchase, offer them a discount on another item, ask them about the whole experience, make them feel that you care. Ask for recommendations and if possible turn them into your brand ambassadors! It’s much easier (and cheaper) to persuade someone to buy from you again than for the first time (unless you mess something up!).
Now that you know the basics of online promotion of your fashion brand, write down your marketing strategy and start executing it. Hopefully, you will have your first sale very soon and many more will follow!