Except for those living in a climate-controlled nudist community, clothing is likely a vital aspect of daily life. Consequently, fashion inevitably becomes part of everyone’s routine.
This universal necessity makes the fashion industry a lucrative one, posing a considerable challenge for fashion marketers. Like the food and beverage sector, the fashion industry is highly saturated and competitive. Standing out requires fashion marketing that is nothing short of SPECTACULAR. Why? Because the US apparel market is the largest globally, according to Statista. Moreover, retail sales in US clothing stores consistently surpass $15 billion monthly! With the increasing dominance of ecommerce, fashion brands are no longer competing just for physical store traffic and sales. They’re also vying for those late-night clicks and early-morning online purchases. So, how can a fashion marketer break through the clutter? We’ve curated a comprehensive list of 31 fashion marketing strategies—for enhanced online and offline promotions—to help your brand become the hottest fashion trendsetter around.
1. Maintain Brand Consistency Across All Marketing Channels
Successful fashion brands boast a consistent style. Take Ralph Lauren, for example. Their signature look has remained constant throughout my life: Navy blue, white, red, polo shirts, a preppy aesthetic, and a classic vibe are synonymous with the brand. Ralph Lauren has mastered the art of maintaining brand consistency in their style and marketing year after year.
2. Highlight Your Top-Performing Products
This might seem self-evident, but fashion marketers often get caught up in chasing the latest trends or showcasing new arrivals. While these strategies can be effective, don’t neglect your star performers. After all, your bestsellers have earned their title for a reason!
3. Prioritize Your Website
This might seem obvious, but surprisingly, many fashion marketers neglect their websites. Your website deserves the same level of attention and care you’d give your own child. … Okay, maybe that’s an exaggeration. But the point is this: Your website’s design, user experience, and functionality are paramount because it’s your brand’s virtual storefront. Treat it accordingly by continuously updating, testing, and ensuring it always looks its best—just like you would your physical store window display.
4. Implement Shopping Cart Reminders
Did you know approximately 70% of online shoppers abandon their shopping carts? I’m guilty of it myself. With countless daily distractions, it’s understandable. Therefore, as a fashion marketer, you need systems to remind these easily-distracted shoppers about the items in their cart. Employ email campaigns, retargeting ads, or social media reminders to encourage them to complete their purchase!
5. Leverage the Power of “Deal FOMO”
“Deal FOMO” might be a term I coined, but it’s a real phenomenon! If your favorite brand offers a 50% discount, free shipping, or a complimentary gift with purchase, you wouldn’t want to miss out. Look at GILT’s advertisement for their 24-hour Father’s Day sale.
The ad effectively uses urgency triggers like “24-hour,” “special prices,” and “final chance.” Utilize similar tactics to create a sense of “Deal FOMO” among your target market.
6. Develop Style Guides
As a fashion marketer, coordinating shoes, clothing, and accessories might come naturally to you. However, your customers might not possess the same fashion intuition. Create style guides to assist them in looking their best. These guides not only serve as helpful resources for shoppers but can also be incorporated into your website, email marketing, and social media advertising. Given their versatility, investing time in creating well-structured style guides is worthwhile.
7. Embrace Video Marketing
Video’s popularity is undeniable. Marketers using video experience revenue growth 49% faster than those who don’t! If you haven’t already, jump on the video marketing bandwagon! There are numerous ways to utilize video in the fashion industry, from showcasing your bestsellers and summer collections to offering sneak peeks of upcoming lines. Video marketing is valuable for social media ads, website content, email campaigns, and more.
8. Establish a YouTube Channel
Since you’re already using video marketing, why not expand your reach by creating a YouTube channel? Many fashion enthusiasts frequent YouTube, making it a valuable platform for your brand. Bonus: You can also use YouTube to run video marketing ads..
9. Maintain an Engaging and Informative Blog
Blogging isn’t just about sharing valuable insights with your audience; it’s a powerful fashion marketing tool. Regularly publishing high-quality blog content improves your website’s SEO, attracting more organic traffic. It also strengthens customer relationships, fosters brand loyalty, and can lead to new partnerships. Ensure your blog follows a consistent publishing schedule with top-notch content to keep your audience engaged.
10. Collaborate with Influential Fashion Bloggers
I recently attended a wedding where a fashion blogger with over a million Instagram followers was present. It made me realize the immense marketing potential of partnering with such influential figures. This isn’t a novel strategy but one that effective fashion marketers frequently employ. Collaborating with social media influencers to promote your brand and content allows you to tap into their established audience, expanding your own reach simultaneously.
11. Forge Partnerships with Local Brick-and-Mortar Businesses
Moving offline and building local partnerships can also be beneficial. Whether it’s a trendy tapas bar or a popular home decor store, collaborate with local brick-and-mortar businesses to cross-promote each other’s brands.
12. Master the Art of Hashtagging
You might think #hashtags are trivial, but I’m a firm believer in their marketing potential across industries. Why? Because hashtags can help you reach new audiences, engage with your existing customer base, organize branded contests, and much more. If you’re new to hashtags, check out my recent Instagram hashtag guide here!
13. Implement Remarketing Strategies Across Platforms
If you’re not leveraging remarketing, you’re missing out! Remarketing allows you to re-engage recent visitors who left your site for various reasons, such as abandoning their shopping cart, exiting your blog prematurely, or not exploring your new summer sandal collection. These users represent valuable opportunities. Remarketing is an effective way to remind them about your brand, inviting them back to discover what they missed.
14. Utilize Carousel Ads on Instagram and Facebook
Assuming you already have a social media presence on major platforms like Instagram, Facebook, and Twitter, maximizing their potential is crucial. One way to achieve this is by choosing the right ad formats. Carousel ads on Instagram and Facebook allow you to showcase multiple images in a visually appealing, magazine-style format, similar to mini-style guides. Use this format to highlight your bestsellers, new collections, or specific product lines.
15. Leverage Collection Ads on Instagram and Facebook
Did you know your customers can make purchases directly through their Instagram and Facebook feeds? Collection ads make this seamless shopping experience possible. You’ve likely encountered them before—these ads typically feature a main image or video with four smaller accompanying visuals, providing a direct path to purchase upon clicking. Why not offer your audience another convenient way to shop your brand?
16. Utilize Instagram Stories for Exclusive Sneak Peeks
Instagram Stories, similar to Snapchat, provides a less formal platform for sharing content that disappears after 24 hours. Use Stories to foster a sense of community and connection with your target audience. Share “sneak peeks” of upcoming styles, behind-the-scenes footage, or insights into your company culture to enhance engagement.
17. Host Engaging Social Media Contests
Social media contests are a fantastic way to boost engagement and expand your reach. These contests can be as straightforward as asking users to tag friends, share your post, or use a branded hashtag. Alternatively, you can create more complex contests, like the example below, which requires a purchase for entry.
18. Implement Effective Email Marketing Campaigns
Email marketing remains a vital tool for any fashion marketer. Develop a robust email strategy to keep your leads informed about special offers, sales, new arrivals, or restocked items. Automating your email workflows based on specific user behaviors enhances relevancy. For instance, if a customer’s purchase history suggests interest in a particular product, enroll them in an email sequence promoting that item.
19. A/B Test Ad Copy, Email Subject Lines, and Other Content
A/B testing elevates your fashion marketing strategy. This simple yet powerful method helps you identify what resonates best with your audience. Focus on testing one element at a time for optimal results. For instance, A/B test your email subject lines to determine which ones yield the highest open rates. Once you’ve identified a winner, move on to testing different video thumbnails within your emails to maximize click-through rates.
20. Plan Holiday Campaigns Well in Advance
Fashion marketers understand that holidays are crucial selling periods. Whether it’s a major holiday like Christmas or a smaller event like Valentine’s Day, planning for these seasonal peaks is vital to maximizing sales during these busy times. Start your planning early!
21. Optimize Your Ad Scheduling
Most online advertising platforms (Google Ads, Facebook, Instagram, Twitter) allow you to schedule your ads to run at specific times and days. Take advantage of this feature to optimize your ad spend. Analyze your target audience’s online behavior to identify their most active hours and days. Then, schedule your ads accordingly to ensure maximum visibility and return on investment.
22. Encourage Customer Testimonials and Reviews
Whether you operate primarily online, through a physical store, or within another segment of the fashion industry, reviews are paramount, especially for apparel. Customers rely on reviews to make informed purchase decisions, avoiding the hassle of returns. Encourage satisfied customers to share their positive experiences through testimonials. Rent the Runway excels at this, prompting even reluctant reviewers like myself to provide feedback. Below is an example of an email I received after using their service.
23. Explore Television Advertising
Securing a TV advertisement spot is undoubtedly challenging, but with the right connections, it’s achievable. Start by targeting local TV stations before aiming for national exposure on shows like The Today Show. The brand awareness gained from reaching such a vast audience can be invaluable. Consider partnering with a PR professional to help you navigate the world of television advertising.
24. Leverage the Google Shopping Network
If you’re not utilizing the Google Shopping Network, you’re overlooking a significant untapped market. Google has become the go-to search engine for almost everything, including online shopping. Ensure your brand has a strong presence on this platform to capitalize on this growing trend.
25. Utilize Google Display Ads for Targeted Reach
With Google Search, Shopping, and Display ads, choosing the right platform can seem daunting. While maintaining a presence across all three is beneficial, neglecting the Google Display Network (GDN) is a missed opportunity. GDN allows you to display visually appealing ads on websites aligned with your target audience’s interests. By targeting websites based on keywords, topics, and site names, you can effectively reach potential customers where they spend their time online, as demonstrated in the example below.
26. Employ Interest-Based Targeting on Social Media
The level of targeting available on online platforms is remarkable. For the fashion industry, interest-based targeting is particularly effective because it allows you to connect with users based on their passions. For example, if you sell running apparel, target those interested in running and fitness.
27. Embrace Offline Guerrilla Marketing Tactics
While we’ve focused on online strategies, don’t underestimate the power of offline marketing. Incorporating guerrilla marketing campaigns can be an effective way to stand out and leave a lasting impact. Here are a few creative examples to inspire you.
28. Host a Local Fashion Show
Another impactful offline marketing strategy is hosting a fashion show at a popular local venue. Partner with a trendy restaurant, art gallery, or tourist attraction to showcase your latest collection. Offer refreshments and discounts to incentivize purchases.
29. Collaborate with Celebrities and Influencers
While partnering with A-list celebrities like Taylor Swift might be challenging, consider collaborating with local influencers or those with a dedicated following in your niche. Leverage their influence to promote your brand and products. A PR professional can be instrumental in establishing these connections.
30. Connect with Your Audience Emotionally
Building an emotional connection with your target audience is key to fostering brand loyalty and driving conversions. When developing a new campaign, identify the emotion you want to evoke in your audience – whether it’s happiness, calmness, or nostalgia. Then, create content that resonates with those feelings. Whether it’s through video ads, compelling visuals, or carefully crafted copy, emotions are powerful motivators.
31. Align Your Brand with a Worthy Cause
Supporting a charitable cause is not only socially responsible but also a smart marketing move. For example, Everlane, an online fashion retailer, has built their brand around ethical production practices, emphasizing fair wages and safe working conditions.
This strategy aligns with evoking emotion because by supporting a cause your company is passionate about, you attract like-minded consumers who share those values, making them more likely to choose your brand over competitors. By implementing these strategies, your fashion marketing efforts are bound to result in increased sales and brand visibility. Shoppers, beware: innovative and stylish brands are on the rise!