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Top 8 Marketing Strategies for Your Fashion Brand

In industry, as saturated as fashion, it can seem difficult for newer brands to grow and compete against already established companies.

While it may take some work, the fashion industry will never die so long as people need clothes and accessories, there is always an opportunity to start a successful brand, but of course, with the right strategy in place.

Fashion is a great realm of business to be in, as essentially many contributing members of society will make fashion-related purchases throughout their lifetime.

At Bold x Collective, their team specializes in fashion marketing strategies and has worked with brands in the Greater Toronto Area, Canada, and beyond. In this blog, they will discuss fashion marketing strategies, tips, and how to succeed in marketing your fashion brand.

Recognize Your Demographic and Niche

One of the main errors upcoming brands perform is wanting to please and target everyone. This could mean all at once having both men, women, and children’s clothing options, or having clothing that is both targeted to younger adolescents and yet at the same time offering clothing for working-class middle-aged women.

Your brand needs to establish a clear demographic throughout its marketing, and its product offerings. If your focus is on being a more affordable brand for young adult women within their 20s to 30s, don’t release a clothing line focused on high-end businesswomen in their 40s; this will only confuse consumers.

Prioritize establishing a community from your brand’s main demographic and staying consistent within its marketing and products before branching out to a new target audience.

Our recommendation is to heavily focus on creating customer personas before starting any marketing. Some of the many key questions you want to ask yourself during this process include:

What is your consumer’s gender?
What is your consumer age group?
What does your ideal consumer do for a living?
Where is your consumer located?
What does your consumer do for fun or entertainment?
What are your consumers’ wants and needs?

This is one of the most important steps during the branding process, finding your target audience while discovering their pain points and figuring out your mission as a company.

Focus On Your Best Sellers

While this may seem like an obvious tip for some, fashion brands often feel tempted to hop on the latest trends to stay relevant and compete with other brands.

While this isn’t always a terrible idea, make sure that the trends and styles you follow are still consistent with your brand image and that your focus remains on your best sellers.

Your most popular items are your most popular items for a reason, so don’t get caught up in everything new and accidentally stray away from what has already been proven successful for you!

In addition to this, you also want to always keep your brand in mind. Branding is one of the key elements to success, not just in the fashion industry, but in business.

Branding is how businesses distinguish themselves and stand out from their competitors. When marketing items, be sure to always keep your brand in mind.

Regularly Instill FOMO Through Promotions

For those who don’t know, FOMO, which stands for “fear of missing out,” is commonly practiced among fashion brands on their e-commerce sites to instill exactly what the phrase says, a fear from the customer that they are missing out by not purchasing certain items.

This is an emotion you want to drive when it comes to marketing your brand. As twisted as it may sound, to create this emotion, you will need to convince consumers to believe that if they don’t purchase right away, they will miss out on an amazing deal that they will never find again!

For instance, your website should consistently have limited-time offerings and promotions that may persuade your shoppers to shop now, such as: “Free Shipping until 11:59 PM”, “15% OFF site-wide, today only”, or “Buy 1 Get 1 Free Only This Weekend.”

Including a countdown on your site to show consumers exactly how much time they have left and that this time is decreasing by the second.

This helps instill the sense of urgency to make a quick purchase decision before they miss out on a great deal.

FOMO has always been an excellent practice in the marketing industry, in fact, Bold x Collective agency encourages all their clients to implement this in their strategies.

Create Style Guides and Look Books for Your Brand’s Website

As a fashion brand, there is an obvious expectation that your brand knows how to style pieces of clothing together and create memorable looks for consumers.

With that in mind, having a section on your brand’s website dedicated to creating a style guide or a “look book” to showcase your products combined and paired together in numerous different ways to showcase their versatility and giving inspiration will instill the confidence many consumers need to make a purchase decision.

In addition to this, it’s also a great opportunity to upsell. The consumer will see a full outfit, and may love it, and become interested in purchasing the entire thing, which is great for your business!

TikTok’s and Instagram Reels for Fashion Inspiration

Like the point above, consumers love getting fashion inspiration through different sources. One of the most significant methods is inspiring your target audience through social media to give them ideas on how to style their own clothing.

Being that guide for fashion-oriented consumers will lead them to trust your brand and be interested in shopping with your brand. With TikTok being a huge and growing platform, it is well known for bringing overnight success and attention to many smaller and/or newer brands.

Instagram Reels, on the other hand, are being heavily pushed by the Instagram algorithm as an attempt to compete with TikTok. It’s a great opportunity to follow trends to create videos such as “OOTDs,” known as Outfit of the Day, or concepts such as “GRWM” also known as “Get Ready with Me.

At Bold x Collective agency, they always recommend posting your videos on both platforms, as it will widen your reach and attract many fashion-oriented consumers to your brand.

Partner With Fashion Bloggers and Influencers

Influencer marketing is continuously growing and there’s no shortage of fashion-focused content creators for your brand to partner with. With the fashion industry being so competitive, it is important to reach out to your target audience in any and every way possible.

Partnering with the right influencer(s) that fit your brand’s style and demographic will help your brand get the right attention. Typically, when choosing the right influencer for your brand, you want to ask them for their influencer kit, so you can better understand their audience – age, gender, demographic, and more.

This is where the customer personas come back into play, as you want to make sure that their target audience aligns with yours.

Finding the right influencers for your brand could be difficult, especially when you are new to the industry, so they recommend partnering up with an agency like Bold x Collective, to help with your influencer marketing needs.

Encourage Testimonials and Picture Reviews on Your Website

One of the biggest challenges of being a new and/or small brand is getting consumers to trust your brand enough to make a purchase. With such a limited reputation, it often feels safer for consumers to stick to big brands that they are already familiar with and know they can rely on.

To try to limit this discouragement from consumers to branch out and try new brands, encourage the consumers you have so far to include written and picture reviews, where they showcase their outfits.

Written reviews are important, as consumers trust other consumers that are honest about the products, they spent money on.

On the other hand, photo reviews – reviews that include a picture of the item received either on or off the customer will help interested consumers imagine how the product will look and fit on them, as well as reassure them on whether the brand’s product image(s) are consistent/reliable or not.

A question Bold x Collective often receives – how do I get my customers to leave reviews? Consider giving them an incentive, whether it be free shipping off your next purchase or a 10% off discount code. Offer an even better incentive for those who leave photo reviews.

In addition, you can even offer a loyalty program or points system, where leaving a photo review will earn a customer higher points than a regular review, and these points accumulate over time to ultimately save customers money.

Highlight Your Ethical Approaches

With a rise in ethically sourced and manufactured products, as well as environmentally friendly practices within the retail industry (especially fashion to go against the terrible impact of fast fashion and ethical concerns of sweatshops), highlighting your brand’s ethical approaches can convince and attract many consumers in choosing your brand over a larger, yet more controversial, brand.

Of course, this is only possible if your brand does, in fact, follow ethical approaches, but if your brand is connected to a specific cause, charity, or organization that positively impacts society, it is also worth mentioning within your marketing efforts.

Conclusion

The fashion industry is one with numerous opportunities that will quite literally never go out of style.

While it may seem intimidating to enter such a competitive market, there are numerous ways to market your brand and get it noticed among your demographic through digital marketing initiatives.

The team at Bold x Collective is experienced in the fashion marketing industry and has assisted fashion brands with launching high conversion strategies in this competitive industry.

By specializing in branding, strategies, and digital marketing, Bold x Collective philosophy is to gain affinity from your target audience to achieve organizational goals and help your brand stand out from the rest, or as they like to say, be bold!

Contact Bold x Collective for a complimentary consultation.

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5 Reasons to Keep an Eye on Your Brand Awareness Metrics

If you connect well, you sell better. Isn’t it so? Establishing a connection with your consumers lies at the base of any business. It is a continuous process. Done for a considerable amount of time, it breeds trust between you and your customer. This overtime converts a user into a loyal customer. But, how do you know this for sure? How do you measure a customer’s trust in a brand? With brand awareness metrics.

Brand awareness is simply making a user aware of your existence as a business in the market. It is important to measure this with the help of some metrics so that you can know how your business is actually doing.

Let’s assume you are a fitness brand. You posted a video showcasing your gym on your YouTube channel a day ago. How do you know the audience’s retention of it? By analyzing the traffic. Here, website traffic is a tool that measures your brand’s awareness.

While website traffic is one of the tools, conducting online surveys, listening to your social media presence are some of the ways to measure your brand awareness.

Let’s take a look at what purpose do these metrics serve to a brand before knowing their impact on your brand’s success.

What Are Brand Awareness Metrics?

Brand awareness -> Consumer recognition -> Consumer action -> Increased sales -> Success

The chain shows how brand awareness leads to a brand’s success. It doesn’t matter if you are a new business or already have a loyal customer base. You will need a brand awareness strategy for both. If you already have one, then re-strategizing based on analyzing the metrics might also be needed.

Businesses can grow themselves based on two types of metrics–quantitative and qualitative. Qualitative data helps you connect better with your customers, while quantitative data are numbers. Stats help you pinpoint your pain areas accurately and work on them.

Here are some of the ways you can measure brand awareness in a quantitative way:

Quantitative Brand Awareness Metrics

Impressions : Each time your ad shows up on a search page, the impressions on your page increase. It quantifies the number of views or number of people engaged in your piece of content. It takes 5 to 7 impressions for people to remember a brand.
Website Traffic : Traffic shows the number of visitors visiting your piece of content. By analyzing the number of organic viewers, you will know if your brand is doing well or needs some amends.
Social Media Presence : This speaks volumes about your content. If you have a good number of followers and engagement on social media channels then it directly implies maximum people resonate with your content.
Google Alerts : This tool notifies you whenever your brand is mentioned by Google or by a third party organization. It lets you know if your brand is creating a buzz among users.
External Links and Brand Mentions : If another brand links your page or content piece to their webpage, this will lead unique visitors to your page. Some brands might tag you on their social media channels. It simply means brands are talking about you, if not to you.

Qualitative Brand Awareness Metrics

Surveys : Taking awareness surveys from time to time will help you get qualitative feedback on how to improve your content to attract more users. Knowing how much your customers know about your brand will help bridge the gap between your brand values and consumer demands.

Corporate Gift Matching Programs : Corporate gift matching programs match their employees to donate to charity to any non-profit organization. This leads to better employee engagement and fosters faith among consumers. After all, social work and charity is one of the best ways to gain the trust of users and improve your brand image.

This is all for the brand awareness metrics, but the question– how would keeping an eye on these metrics help your brand, still stands. Here’s why:

Reasons to Look Out for Your Brand Awareness Metrics

Increase in Sales

How will you generate sales if your target audience doesn’t even know about your product?

Only if a user knows about your brand, will s/he go-ahead to make a purchase. This is possible through brand awareness campaigns. Brand awareness metrics give you insights into your viewers’ preferences.

If you have posted n videos in the last three months, you can know which video content has done better by analyzing the traffic. The more visitors your video gets, the more credible your brand becomes. Especially for a B2B brand, trust plays a vital role since it’s not just one person, but a team of people who need to know about your brand. A business will purchase a product from a trusted brand. This will lead to an increase in sales.

Analyzing these brand awareness metrics is hence directly linked to the sales your brand generates. The better you read these metrics and understand users’ responses, the more sales you are likely to generate.

Expose to a New Audience

Link building and brand mentions are some of the easiest metrics for brand recognition. This will drive new users to your product leading to an increase in sales. However, other brands will tag you if you already have organic traffic.

There are different types of traffic–organic, direct, referral, and through social media. A user might visit your page through a google page, by directly searching for the exact query, through another website, or via a social media post. From this much data, how do you expose yourselves to a new audience?

Understanding the demographics of your audience including age, location, and gender helps you know which type of users majorly visit your page. Based on this data, you can easily modify the content if needed.

For example, you are an e-commerce store. You want to sell your products to as many countries as possible. Analyzing traffic lets you know users from which country are more into your products.

Gain Insights on Brand Perception

The way a user reacts to your content tells you a lot about your brand. If you’ve posted a blog about your upcoming products and it receives a good response from users, they are likely to keep looking up to upcoming products.

You can know how your consumers actually feel about your brand by taking regular qualitative feedback in the form of surveys or feedback forms. Website traffic lets you know numbers but keeping a check on the qualitative metrics will give you a clearer insight into your user’s perception of your brand.

Know What the Consumer Wants

Be it qualitative metrics or quantitative–both help to let you know if your brand awareness campaign needs some changes.

For example, you posted a video of a make-up tutorial and a blog about the same. The number of visitors on both types of content tells you which type of content format do the majority prefer. Once you know a viewer is more engaged in a video than a blog post, you can include more video content in your strategy. This helps you improvise your strategies dynamically.

Not just that, it will also let you know if users prefer watching short-form content or long-form. With this data, you can include more of what the users like and keep gaining new visitors to your page.

Brand Success Will Not Be a Fluke

The road map from brand awareness to brand success requires time, patience, and consistent efforts. It is possible to achieve the three most important metrics–interaction, participation, and engagement. You can use two approaches to reach here:

Strategic planning
Trial and error

While some amount of experimentation is always required in both approaches, the former option will garner you long-term results. Remember the brand video that went viral but then was found nowhere on the internet? You don’t want your brand success to be a fluke. This is why analyzing brand awareness metrics is necessary.

Wrapping It Up

That’s all for the reasons to keep an eye on your brand awareness. Brand awareness is the first step to the marketing funnel. However, once users know about you, they would want you to know them better. Brand awareness metrics help with that. It won’t only help you sustain in the market but will help you flourish.

Use these awareness metrics–qualitative and quantitative to increase your brand value. Regularly checking up on them, analyzing, and improvising will bring more users to your page.

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