5 Branding Strategies for Improving Product Success Rates in the Fashion Industry. Introducing new fashion pieces is always risky, but a business can only be successful if they switch up their offers. Thankfully, there are several things you can do to increase the success rates of your new product lines.
Tailor your promotional efforts to what consumers want to hear. The primary reason ads get hate is that they’re pushy, greedy, and disconnected from everyday humanity. So, change the way you engage your customers. Portray your campaigns as relatable, friendly, casual, and natural. The best way to achieve this is to make your marketing value-centric. Make it a double message: your values at the forefront, and the sales pitch in the background.
Some of the values that modern-day consumers value the most are:
- Environmental action,
- Animal aid,
- Empowering marginalized groups,
- Cultural appreciation, etc.
Whatever narrative you choose, be authentic. The worst thing you can do to your business’s reputation is to come across as fake. Choose a value that you know a lot about and genuinely care for.
A quality website
You must have a robust, responsive, and user-friendly website. People typically browse for products, read reviews, and compare prices on the net before buying, so you need a solid virtual presence. Focus on features that make online shopping easier and more enjoyable for your customers. Use 360° images to showcase your products better. Consider providing virtual fitting rooms too. Don’t forget the recommendations section.
You can tempt your customers to browse further in two ways: show them what their idols wear, or nudge them based on their own interests. Firstly, showcase merchandise worn by public figures, influencers, etc. If you can offer something that looks almost the same but costs far less, that would be ideal.
Secondly, base your recommendations on customer analysis. Track their purchase history, browsing patterns, and overall interests. Keep an eye on anything they leave in their carts, too. Send them personalized email offers and recommend relevant “companion products” to the things they’re buying.
Clear brand identity
Think of your company as a person. What sets you apart? What is your position in the market? How can you move up from there? Consider consulting professional brand design teams for some expert insight. The elements to consider include your mission, vision, statement, and visuals. The mission and vision directly stem from your values. They are what your fashion brand hopes to contribute.
The statement is your public plan to achieve your mission/ vision goals. By promising to take these steps and delivering on them, you provide value to your customers. The visuals include your logo, banners, images, brand colors, typeface, and other symbols that identify your company as a unique entity.
Knowing your customer base
The fashion industry services a vast market across all age groups and income brackets. Who among those are your ideal customers? Imagine a “prototype target” and figure out what such a person would buy.
What colors, trends, styles, designs, etc., appeal to them? How much money would they have to spend on fashion? Would they prefer functionality or fanciness?
You could also directly ask your customers this in polls and opinion posts. That would simultaneously boost engagement and grant you market insight.
Social media engagement
We mentioned authenticity when discussing marketing campaigns, but direct interactions are even more important. Specifically, many fashion brands do business via Instagram, so you must know how to sell to the Instagram audience. Remember to consider other platforms like Facebook, Twitter, YouTube, TikTok, and even LinkedIn.
Social media is your most powerful tool for reaching end consumers and potential business partners. There are three essential aspects of social media strategies: authenticity, accessibility, and storytelling. Authenticity comes down to being yourself. Accessibility is a little more technical.
Consider things like post formatting, readability, and localization. Smooth text-to-speech conversion is a must for customers who rely on auditory aids. Also, see if you can use a dark view on your pages to make everything easier on the eyes.
Finally, storytelling is a mix of technicality and humanity. Share relatable moments and funny anecdotes, but structure them in a way that compels your audience. Some popular formats are the so-called “hero’s journey,” “before-and-after,” and heart-warming success stories.
To summarize, product success in the fashion industry depends on values, quality, and customer analysis. Build your brand identity around a cause you care about, and you’ll come across as empathetic instead of profit-centered.
Get to know your customers as people: their interests, cares, etc., and strive for genuine interaction. Back that up with a strong and user-friendly website, and your fashion business will be on the road to success.
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Author bio for this guest post:
Brigitte Evans is an experienced lifestyle blogger passionate about design, culture, and business. She’s a regular writer and contributor to numerous lifestyle blogs and online magazines. She also loves to travel and strives to visit as many states and countries as she can.