The Power of Digital Marketing for Fashion Brands: Driving Sales
Fashion brands have been quick to adopt digital marketing techniques to reach new customers, drive sales and increase brand awareness. Digital marketing allows fashion brands to reach a wide audience quickly and cost-effectively, which is why so many fashion brands are turning to this powerful marketing tool. In this blog post, we’ll discuss the power of digital marketing for fashion brands and how it can help them drive sales and raise brand awareness.
Digital Marketing within the Fashion Industry
Digital marketing in the fashion industry includes the use of various digital channels and technologies to promote and sell fashion products and services. Marketing strategies for fashion brands are essential to reach their target and increase their visibility to stand out from the crowd.
It is up to you to determine which digital marketing tactics and channels will work best for you – you can use them all too if you wish. Utilising social media platforms like Instagram, Pinterest, TikTok, etc., you can connect with customers, showcase your products, and ultimately promote your brand.
The Impacting of Digital Marketing on Fashion Brands
Digital marketing has changed the fashion and clothing industry dramatically and is helping brands reach consumers and grow their business in a cost-effective way. Through successful digital marketing, you could:
- Improve your brand visibility
- Increase customer engagement
- Drive sales
- Gain stronger data on your customers
The possibilities are endless with digital marketing for fashion brands, which has given them new and innovative ways to connect with customers.
Digital Strategies for Fashion Brands
One effective way to drive sales for fashion brands is by running seasonal promotions. For example, during holiday seasons, brands can run promotions and offer discounts to their followers on social media. This not only boosts sales but also creates a sense of urgency among customers to purchase products from premium brands at discounted prices. For premium brands of course this must be done is a tasteful way to ensure that it does not degrade the value of the brand, however more of often than not, it can be effective at bringing in new customers to a brand. For some of our premium brand clients at 303, we often use this time to launch “Outlets” which can be well positioned at seasonal times in the year, for audiences to purchase the last seasons items at a small discount.
Giving value is a key pillar to growing any brand, and it is often overlook in strategies for fashion brand to use in their growth plan. Style guides, are how some of the most successful fashion brands have grown within digital marketing. By presenting your products in different formats, and inspiring your audience with ways that they can wear and use your products gives allows them to resonate with your brand and gives them more desire to purchase some of those products. Using styles give in multiple formats can also be very effective, for example: Showcasing a style guide within a flat lay image so that audiences can simply see how the products could be used together, or your brand could use short form video content on TikTok and Youtube Shorts with a creator who pairs one of your main products into multiple looks.
Audience Engagement with Trends
“Trends” are often created by influencers or creators, but starting a trend from your brand can be a very effective way to build your brand outside of just your own social channel. Creating a hashtag or trend that not only represents one of your brand values, but also connects with your target audiences can really support your growth online. When thinking about this strategy make sure that your considered how audiences will use the trend, and whether they would want to engage with it. When audiences do, make sure you support them in their content so that they feel connected by your brand.
Giveaways can be another strategy that premium brands often want to steer away from, as they feel it can de-value their overall brand positioning, however giveaways done in the right way can be a great way get your brand more exposure to new audiences and give value to your existing ones. Our best tips when it comes to giveaways are: 1. Make sure your giveaway has a strong amount of value, not just from a commercial perspective, but also from the desire of audiences wanting to enter a social giveaway. 2. Collaborate with other brands – Giveaways can be a great time to work with other brands that can also gain value from the giveaway, and it can also create more desire from your audience to want to enter. 3. Keep it simple – When running giveaway make sure the conditions to enter and easy and simple for users, the more complicated the less successful they can be.
Your customers are your brand champions. Not the Influencers or creators you have paid to promote your brand. The most effective way to use other accounts to grow your fashion brand is to use the audience and customers that have brought into your brand. Highlight them to your wider audience, give them value where you can, comments on their content. In the long terms the more your audience can feel connected by you the more they will also be there to support your brand.
Fashion Marketing Quick Tips
Here are some simple tips that we think you should also be considering when marketing your fashion brand:
Stand out creative
Firstly, premium fashion brands understand the importance of storytelling. They create a narrative around their products, which not only showcases the products but also highlights their brand values. Chanel’s “Inside Chanel” series, for example, tells the story of the brand’s history and iconic moments.
Secondly, premium brands are known for their attention to detail. Their campaigns are meticulously crafted, and every element is designed to evoke emotions. From the music to the visuals, everything is carefully selected to create a specific mood and message.
Thirdly, these brands understand their target audience and create campaigns that resonate with them. They use social media platforms like Instagram, which is popular among fashion enthusiasts, to showcase their products. They also use influencer marketing to reach their target audience.
Customer loyalty programs
When it comes to fashion, certain brands have established themselves as industry leaders. What sets these premium brands apart from their competitors is their ability to connect with customers on a deeper level, building lasting relationships and creating a loyal following. One way they achieve this is by implementing customer loyalty programs.
Take the example of Sephora, the beauty retailer that offers a loyalty program called Beauty Insider. Members earn points for every purchase they make, which they can redeem for free products. They also receive exclusive offers and early access to new launches. This program not only incentivizes customers to keep shopping at Sephora, but it also gives the brand valuable insights into their customers’ preferences and buying behavior.
Another successful fashion brand that uses loyalty programs to their advantage is Nike. The sports apparel company has a program called NikePlus, which offers members exclusive products, free shipping, and early access to sales. They also provide personalized training and workout plans through their app, helping customers achieve their fitness goals and fostering a sense of community around the brand.
By implementing these types of loyalty programs, premium fashion brands are able to create a sense of exclusivity and reward their most loyal customers. This, in turn, drives sales and helps build a strong brand image. And with the help of digital marketing, they can reach an even wider audience and build a community of loyal followers online.
In the world of fashion, reviews are vital to the success of a brand. They serve as social proof for potential customers, establish credibility, and help improve a brand’s reputation. So, how can fashion brands obtain reviews that boost sales and attract loyal customers?
One strategy to gather reviews is through email marketing campaigns. Once a customer makes a purchase, send them an email asking for their feedback on the product. Make it easy for them by including a link to your website’s review page. Incentivise reviews by offering a discount code for their next purchase.
Reviews are also essential for premium brands. As consumers invest more money in luxury items, they want to ensure they’re getting the best quality product for their money. Encourage customers to leave detailed reviews, including photos, on premium product pages. This will provide social proof for potential customers and build trust in your brand.
Digital Platforms for Fashion Brands
As premium brands continue to dominate the fashion industry, the role of digital marketing in elevating their brand has never been more crucial. With an ever-growing audience of online consumers, fashion marketing strategies have shifted from traditional advertising to more immersive digital experiences.
Social media has become an indispensable tool for fashion brands to engage with their audience, showcase their products, and stay on top of the latest trends.Here are some of the best digital platforms that fashion brands can use to promote their brand:
With its visually appealing format, Instagram is a must-have for fashion brands looking to showcase their latest collections, behind-the-scenes footage, and influencer partnerships. Brands can also utilise Instagram’s shoppable posts and stories to drive sales directly from the platform.
For fashion brands looking to create compelling content, YouTube is an ideal platform. With the ability to create tutorials, fashion films, and brand stories, brands can establish a loyal following by creating meaningful content that resonates with their audience.
Pinterest is the perfect platform for fashion brands to showcase their products through inspirational boards, featuring products, and curated fashion content. Brands can use Pinterest to engage with their audience by creating visually stunning content and incorporating shoppable pins.
TikTok has emerged as a major platform for fashion brands looking to connect with a younger demographic. Brands can utilise TikTok’s short-form videos to showcase their latest products and engage with their audience through fun and engaging content.
Fashion marketing is all about telling a story, and digital platforms have become the most effective way to do so. With a strategic approach, fashion brands can utilise social media to establish their brand identity, showcase their products, and build a loyal following. By incorporating these platforms into their marketing strategy, fashion brands can grow their online presence and establish a strong digital footprint.
Examples of Successful Fashion Brands
Premium brands have taken advantage of the power of digital marketing to establish themselves as dominant players in the fashion industry. Here are some notable examples:
1. Burberry: Burberry is a British luxury brand that has been in the industry for over 160 years. They are known for their signature tartan pattern and high-quality outerwear. Their social media presence is top-notch, with a strong focus on Instagram. They frequently use the platform to showcase new collections, behind-the-scenes footage, and collaborations with influencers.
2. Chanel: Chanel is a French luxury brand that has become synonymous with timeless elegance. Their Instagram account is a perfect reflection of their brand values, featuring polished, sophisticated visuals and engaging content. They also frequently collaborate with fashion bloggers and influencers to showcase their products in real-life scenarios.
3. Gucci: Gucci is an Italian luxury brand that has seen a resurgence in recent years thanks to a renewed focus on digital marketing. They have a strong presence on multiple social media platforms, including Instagram, Twitter, and Facebook. They frequently use their accounts to share new collections, promote limited-time collaborations, and highlight their sustainable fashion initiatives.
4. Louis Vuitton: Louis Vuitton is a French luxury brand that has been a mainstay in the fashion industry for over a century. They have embraced social media as a means of connecting with a younger audience, and have a strong presence on Instagram, Facebook, and Twitter. Their posts frequently feature high-end photography and videos, showcasing their latest collections and collaborations with celebrities and artists.
5. Dior: Dior is a French luxury brand that is known for its high-end fashion and beauty products. Their social media presence is focused primarily on Instagram, where they showcase their latest collections and collaborations with influencers. They also frequently post behind-the-scenes content, providing an inside look into the creative process behind their iconic designs.