A silent 16 minutes read

Have you really tried everything to get massive traffic and followers? Carefully understand the marketing challenges specific to the fashion industry, and take your graphs up by implementing the quick simple solutions mentioned along with each challenge.

 

Working in the fashion industry, it is essential that you have a marketing strategy that will boost the traffic to your page and increase your sales. Since customer expectations are always changing and evolving, it can become a difficult process for marketing teams to keep up. A report in 2018 by the state of inbound shows the most common problems that a website faces in terms of marketing. This will help you determine if your business also struggles with any of these problems and ways in which you can solve them to increase traffic as well as sales. Marketing Challenges

Difficulties in Standing out from the competition

Customers these days have a plethora of options to choose from for their fashion needs. By following the same tactics, as followed by every other website, like social media notifications, newsletters, etc. your website will get muddled in with the rest. This is a challenge faced by most companies in trying to appeal to the masses they leave themselves with no individualism.

Solution

Find your Target Audience

You should establish the type of audience you want to sell to and design your brand in such a way that it catches their eye.  In trying to please everyone, you will lose yourself. Click To Tweet

Redesign your Website

Give a recognizable face to your website, so your customers can know exactly what your website is about just by clicking on it. For a fashion brand, aesthetics are crucial in generating an audience and making sales. An aesthetically pleasing website attracts more customers who excited by the product and therefore they are more likely to make a purchase.

Beauty with no brains (or good content) cannot make loyal customers. Click To Tweet
icon A research paper on web aesthetics demonstrates the positive effect on sales due to the appearance of the website.

Forgot Social Media in your Content Strategy?

Many websites and businesses in the fashion industry have set up social media accounts. While they are aware of the importance of social media, they are unable to convert their engagement on social media into profits for their company. As a business, you need to build up and strategize your social media and interactions to drive traffic to the website and increase sales.

Solution

The best way to use your social media in the fashion industry is by sharing new products, sneak peek of campaigns and exclusive discounts, which will drive the social media followers to visit the website. In case you want to get twitter followers free – and your curiosity piques you to learn how – then you must get your hands on this pretty quick guide on how to get twitter followers written by Dave Sumter.

The interaction on social media also reinforces a positive image of the customer. Answering queries and listening to feedback makes the customer more likely to trust the company and therefore they will be more prone to make a purchase. 

Choosing the Right Type of Talent

Celebrity endorsements are all the rage these days, every company in fashion wants their product worn by a celebrity. An article by Forbes also states that pictures posted on Instagram by celebrities or influencers are to receive almost 8 times more engagement than a regular post. Most companies are unable to secure A list celebrities due to budget constraints and have trouble selecting the right type of influencer for marketing their product.

Solution

You have to ensure that the influencer you select is of your niche. Getting a beauty influencer to promote clothing items will not get you nearly as much traffic as a fashion or lifestyle influencer. When selecting an influencer you have to consider the 3 R’s of influence. These being relevance, reach, and resonance.

Relevance

Relevance refers to the target audience of the influencer. You must make sure that their audience aligns with yours. This way their promotion of your product will not seem like a sponsored post and create the most genuine response.

Reach

Reach is a relatively simple concept. It refers to their following and the amount of engagement their posts receive.

Resonance

Resonance is the impact the post has on your business. Some influencers with large followings don’t have nearly as much engagement that of small influencers. So it doesn’t matter on the number of their followers but more on how the followers interact. Selecting the right influencer will get flocks of new customers to your page in days.

icon A report from 2018 shows that almost 30% of companies use micro-influencers and 28% use celebrity paid endorsements for their brand.

 

Engagement Rate Tapinfluence shows the engagement rate based on the influencers following.

Complications in Combining Digital Media with Print

Since the sudden rise in digital marketing companies have abandoned print media and cut their budgets to favor digital marketing. While digital marketing is a great tool, reducing or completely leaving print marketing is not the most beneficial for business. Many customers in the fashion industry still prefer to see catalogs and magazines displaying their fashion articles instead of just seeing them online.

Solution

The most effective way to reach a large audience is to combine both print and digital marketing together. This will revise the promotion on social media through the mail and create a more powerful campaign. 3 ways of integrating the 2 mediums are through CTA’s, variable printing and consistency in the promotion.

Using CTA’s:

A great way to combine digital and print media is by having a good call to action. By having a call to action on magazines and brochures, you can persuade consumers to visit your website. One way of doing this is through coupons, offers, discounts, and even contests. However to get further information about any of the campaigns they will have to visit your website or reach out to your social media accounts. Thus the customer will not feel as if they are being pressured to visit the website and it happens more organically.

Variable Printing:

While many people are trying, digital marketing has still not been able to replace print. One of the reasons is due to the sensory experience that print is able to provide that digital has not yet been able to master. One practical way of applying variable printing is through textures and feel. Embossing, engraving, and graphics is a good method to provide the reader with a luxury feel.

A study also shows that customers are 70% more likely to remember a brand name through print media than digital. By adding your social media handles and website to these textured mails you can drive more traffic online.

Consistency and Compatibility:

Whatever the medium maybe it is important to stay consistent with your message across the board. Having multiple campaigns on different platforms will only confuse the reader. It is best to incorporate your promotion which each other and send the same messages across. One way of doing this is having a promotion or coupon code sent through the mail.

You can then send an email reminder for that coupon code. This will ensure that the customer sees that coupon and thus they will be more likely to use the discount code. Since email and mail are both mediums that are generally overseen, by combining the 2 of them together you get a higher chance of getting your marketing campaign across to the customer.

Struggles with Team Performance:

Another challenge faced in marketing is due to the marketing team. Since the fashion industry is a rapidly changing market with new trends and new technologies coming in day by day it can be difficult to keep up. Thus training the team can be a challenge that businesses need to combat regularly in order to stay relevant.

Solution

To solve this problem you need a couple of steps. With any new hires, you should create a separate training plan that will show them the ropes easily without burdening them with all the tools and technologies at once. Hubspot has an easy 100-day plan that you can use if you don’t feel like creating your own plan.

Step 1 – Assessment of your Team

The first step is to assess your team, marketing strengths, and weaknesses. You can then categorize them according to their expertise. After that is complete you can give each member a rating depending on the importance of their expertise in your marketing strategy. This process is not to undermine your team members but it will help you evaluate who needs coaching in what aspect.

Step 2 – Marketing Training

The next step is to get your team familiarized with marketing training. These include some alterations in their everyday practice and can also include larger changes. You might even want to consider asking your team to get an online marketing certification. One such certification is a 3-month course in the fashion business. Google even offers an analytics course online with their analytics academy.

Troubles Catering to the Woke Generation

With fashion, you are constantly trying to appeal to the younger generation. In this generation, many people are looking for sustainability as they are concerned about societal and environmental issues. In marketing for fashion, we mostly ignore these pressing issues, however, to reach out to this woke generation you have to keep mind these issues such as throwaway fashion and the waste that the industry creates.

icon Woke refers to the people who are informed and care about the injustices and issues present in the society.

Solution

Inclusivity

One of the major issues in the fashion industry is over inclusivity. That means that all genders, races, and sizes should be represented in a marketing campaign. Any biases towards a particular race or religion can prove detrimental to the reputation of a brand. A report from the state of fashion says that these Gen Z people will account for about 40% of consumers by 2020. 

It is vital to keep your brand in line with your beliefs Click To Tweet

Protecting the Environment

Another issue that this generation focuses on is the environment. One way of attracting that customer base is by partnering with a recycling app. These apps don’t let unwanted clothes end up going to landfills instead they can be donated and the donors receive discount codes in exchange which can then be used on the website. Since these customers are distancing themselves will companies that don’t cater to the environment, creating recycling bags and introducing other forms of sustainability in your company will allow you to gather a huge amount of customers.

Conclusion

Using the methods stated above you will be easily able to recognize any mistakes that you may be making in your marketing strategy and how you can alter them to improve the overall traffic and sales by the company. However, since the fashion industry changes so frequently you might want to change up the strategy every once in a while. Not only will that keep the current customers interested, but it will also help reach out to a wider audience.

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