Fashion

Digital Marketing for the Fashion Industry

The fashion industry is a beautiful melting pot of creative excitement and pressure to cope with fast fashion and competition. With ever-changing consumer preferences and trends, it takes a lot of energy and focuses to make sure your brand stays relevant. Through digital marketing, the fashion industry has a chance to shine and show off its products to people where they spend their time. 

It is however crucial to keep your finger on the pulse to make sure you stay on top of sustainability concerns, manage your supply chain effectively and keep others from stealing your intellectual property.

Where digital marketing will however help you shine is in building your brand identity and enhancing your reputation. The continuous digital disruption of the industry makes it an exciting world to join and show off your work and grow your fanbase. 

Despite economic uncertainty that rears its ugly head on a regular basis, people still want to wear what they like and makes them feel and look good. Although there might be seasonality to what you offer, there will always be a demand for new fashion.

How digital marketing supports the fashion industry

Digital marketing does a great job of showcasing your work to groups of new potential and existing customers (to ensure repeat purchases). People love discovering new brands and are highly likely to purchase from them multiple times if the brand resonates with them. 

In acquiring new clients, there are a few digital marketing channels that the fashion industry can rely on in several mediums: 

• Video & photos: Instagram, TikTok, Pinterest, YouTube and Facebook draw massive audiences of literally billions of people every single month. People spend time on these platforms for enjoyment, and they love fashion. Showcasing your designs and products on social media in the correct way is a surefire way to grow your brand
• People searching: Massive volumes of internet traffic start with a search on a search engine. If people are looking for a specific dress, pants, or garment, you can work on your website to make it prominent in search results. SEO (search engine optimization) offers the opportunity to gain an ever-increasing number of relevant visitors to your site, but it also takes time and consistent work. PPC (pay-per-click advertising) provides the same but yields results much quicker. This, however, comes at more of a premium cost due to the cost of ads. 

Keeping clients and turning them into repeat customers is something often neglected by brands. It is however far easier to keep customers than to gain new ones. The cost for retaining them is also dramatically lower. These are the options to use for retention: 

• Text & emails: Companies have had exceptional success with email marketing and SMS marketing, especially to stay in contact with customers. A typically well run email marketing campaign often makes up around 20% of overall online revenue for a brand. For older and more established brands with a big customer base, this number can go as high as 60%
• Reminders through visuals: You can set up remarketing campaigns through social media. These can be divided into two groups: people who purchased before and people who visited your site and never bought. Targeting groups like these is exceptionally effective because these visitors already showed interest. Targeting this smaller group with ads also comes at a fraction of the cost.

How digital marketing has evolved in the same way as the fashion industry

The rate of growth and evolution has been ridiculous for digital marketing. The changes that have happened has a lot to do with how people interact online. Behaviour has changed and the path to a purchase has become a far more complex with multiple touchpoints. 

Understanding where to interact with potential customers and then applying those principles is often the difference between staying relevant and growing or dying a slow death in business.

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