Starting a brand in a fast-growing fashion industry may seem like a lucrative career move. However, how do you make your company stand out from its competitors? That is where digital marketing helps.
When implemented strategically, digital marketing increases brand awareness, user engagement, and sales. It builds trust with consumers and turns them into engaged brand ambassadors.
Here is how having a digital marketing strategy can benefit your fashion brand.
One of the major benefits of digitizing your fashion brand is online sales. By building a website, fashion brands can expand their reach and target international consumers. That way, you are not limited to your brand’s physical store and local audiences.
By investing in SEO, PPC, and social media strategically, you can put your fashion brand in front of the right audiences. That is the opportunity to drive relevant traffic to your website. It is crucial to build a user-friendly website and produce high-quality content to keep your website visitors engaged. Finally, most ecommerce website builders have in-built online payment methods. That way, they will simplify the purchasing process and help customers convert faster.
Finally, mobile apps can also be your invaluable sales tool since they simplify purchases from smartphones.
Personalizing User Experiences
The rise of smartphones, social networks, and big data has changed consumer habits. Tech-savvy customers expect fashion brands to understand their values, needs, and struggles. Most importantly, they expect them to provide relevant content and offers. One-size-fits-all marketing campaigns do not resonate with them anymore.
Digital marketing provides numerous opportunities for CX personalization.
One such example is ecommerce website analytics. Fashion brands can now have an insight into each customer’s buying journey. Based on this information, they can provide personalized product recommendations.
Another example of content personalization in the fashion industry is email segmentation. Fashion brands can break their newsletter lists down into narrower segments. They can segment audiences by their gender, location, past purchases, product preferences, etc.
Building an Engaged Follower Base
Digital marketing helps fashion brands keep their followers engaged. By creating thoughtful and fresh content on their digital marketing channels, they can improve the perception of their brand. For example, these could be engaging style guides, inspirational social media posts, helpful videos, etc.
Another way to engage consumers is to host social media giveaways. Spice things up by setting strict rules for all contestants. For example, ask users to create unique, brand-related content to participate in the contest. You could even create a specific hashtag for them to use. Apart from boosting user engagement and inspiring creativity, these tactics will also raise your brand awareness.
Increasing Brand Loyalty
With the rapid expansion of the fashion industry, brands are struggling with retaining their loyal consumers. Starting a loyalty program is an effective way to maximize sales and inspire repeat purchases.
Fashion loyalty programs go far beyond traditional transactional engagement. For example, they can reward their most loyal consumers for bringing back old clothes, participating in social media contests, sharing feedback, etc.
Some fashion brands start VIP clubs for their most profitable community members. Consumers love the idea of getting exclusive discounts or receiving limited rewards that are not available to the public.
Creating Campaigns around Various Events
Consumers do not buy from fashion brands just on Christmas or birthdays. Numerous holidays and events have gained momentum over the past few decades, including graduations, bridal showers, Mother’s Day, Father’s Day, etc.
For any fashion brand, digital marketing is an opportunity to stay relevant all year round. Depending on your fashion company’s niche, consider creating customized products for specific occasions. You can also create engaging marketing campaigns, such as social media ads, time-sensitive popups on your website, or newsletters. That is the opportunity to increase brand relevance, boost audience engagement, and inspire customer loyalty in the long run.
For instance, Combatant Gentlemen had a superb Father’s Day campaign. They asked fathers to share photos of their old jeans. The owner of the most worn-out jeans would win a new pair.
Over to You
Sure, those are just some of the numerous benefits of digital marketing for fashion brands. Through various digital channels and content types, you can reflect your brand missions and values. That is the opportunity to give your brand a unique personality and keep it user-friendly. Most importantly, you will engage your target audience and turn them into repeat customers.
About the Guest Author
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.