9 Fabulous Fashion Marketing Facts. Fashion marketing is your best option if you want your brand to get ahead of the curve. To fully succeed in this competitive business, you need to thoroughly understand these 9 basic facts of this type of marketing. Today, you will learn what is necessary to create a long-lasting, emotional connection between customers and your brand. After all, it’s the only way to encourage them to buy.
Since we’re on the subject, you must know that any interaction with your brand is a journey for your customers when they first encounter it. So, if you want your brand to be well-positioned, you have to ensure that consumers can identify with your brand.
What Should You Know About Fashion Marketing?
Let’s start with the basics here. We will show you 9 very useful facts about fashion marketing that you need to know. This way, you’ll be able to resonate with the customer and truly inspire them to develop an interest in the brand. It’s a win-win situation.
You must know how to do your storytelling.
As time passes, you need to ensure that you’re not left behind in this cutthroat competition. So, to succeed in this branch, you have to learn how to tap into people’s emotions positively. Trust us, you’ll be greatly rewarded. You must tell your story without forgetting any details, as it will be the best way to connect with your audience.
Also, in your story, you can share both your failures and triumphs and everything you have done to get to where you are now. Your brand must be shown with a story that can truly represent it and reach people in the right way. To truly understand human behaviour, you must answer the following two questions:
- How do they buy?
- Why do they buy?
Fashion marketing has the power to give you this answer, and, in most cases, it works through perception and emotions. Therefore, fashion-following clients need to have a brand that conveys trust and, above all, credibility.
The more dedication you focus on your brand, the more you can be sure customers will start noticing it. As a result, your sacrifice will be appreciated. The most important fashion brands have understood that working with storytelling is the best decision they have been able to make to expand their business.
Market research must be thorough.
Do you know how to study the market? To begin with, there are many techniques and alternatives that you can use to do your research. In this way, you will be able to analyze and evaluate the different options that marketing offers to specify the strategies that can direct you towards your brand objectives.
These are some of the most used techniques for studying marketing:
- Market testing
- Focus Group
- And many more.
Likewise, you should also put data collection into practice when conducting market research. Depending on your type of research, it can be qualitative or quantitative.
Qualitative research lets you know the types of behavior depending on the situation. The “what, how, and why” are questions among customers when they have a question.
That is why they are really specific questions that you must answer for the good of your brand or company.
On the other hand, quantitative research is the most effective option for an efficient statistical procedure. So, to make use of this, this research methodology can perform the following actions:
- Personal interview.
- Postcard survey.
- Telephone interview.
- Sham transaction.
What are the best information questions?
When conducting market research, it is important to ask several questions to obtain the information of interest to your business.
For example, these could be some questions when interviewing your clients using the previous options:
- What price do you think is the most affordable?
- Which are the most expensive fashion brands and the cheapest?
- What is the first brand that comes to your mind?
- What kind of clothes do you wear?
By collecting the necessary information through these questions, you can determine how to position your products and carry out a good revenue strategy for your company.
You must understand how fashion on-demand works.
Understanding this point is important to achieving your business goals. Fashion marketing comprises many tools that must be used in the right way to form strategies that are focused on supply and demand. It is the only way in which you can know the demands of the clients and meet their needs. Provided with this information, you will be able to achieve a comparison between both models.
Therefore, you must understand what the characteristics of these fashion demands are. In general, the world of fashion tends to be followed by women for the most part. Since they are a larger group of fashion consumers, they want to have a totally renewed wardrobe ready for each season.
Women have great importance in fashion, and according to their needs, they demand different garments. In addition to this, they keep looking for pieces of clothing that provide elegance and comfort at the same time. And this can be used as a point of reference to thoroughly understand this fashion area.
Although women are the biggest followers of fashion, it is worth noting that men also desire to take care of their image. In fact, as time passes, men have become more interested in taking care of their outfits. They also now buy clothes continuously to renew their look. Consequently, as long as men find products that really convey confidence and allow them to show their essence, they will be more loyal consumers than women.
Know your target market
In the world of fashion, there is a lot of diversity to satisfy the needs of each client. All consumers will differ in some aspects. That is why you must segment by grouping consumers according to their interests. This must be done to establish strategies for a certain period. It really is the best option to be able to allocate resources correctly.
If you are interested in launching a new brand or simply want to expand your business. You must identify every new opportunity that surges in the market. Therefore, to make your segmentation and really simplify the process, you can use the following variables:
This variable is very important because consumer preferences continually change with age.
Regarding gender, fashion experts assure us that women are the largest consumer in this sector. However, the number of men who feel concerned about their physical appearance grows, so their weight in this market grows every day. For this reason, the gender variable will serve to.
A style is also an important group, as each client feels comfortable with a different way of dressing. By taking this point into account, you can classify different styles: Classic, sporty, casual, elegant, punk, …
This variable can group customers in terms of their loyalty level, which could be low, medium, or strong. Similarly, consumers who tend to be price-sensitive will not have strong brand loyalty. But for those whose high prices are related to quality, they definitely give their brand the necessary loyalty.
Each customer has its own needs, so they look for different benefits when purchasing. Among the benefits, consumers consider the brand’s prestige, quality, affordable prices, luxury, and comfort.
Social class is also a determining factor in knowing what type of clothing the consumer will look for. It can also be valued as high, medium, high — medium, medium, or low.
This variable considers the characteristics of the consumer, for example, whether they are pregnant, their build, size, or weight.
Suppose you look closely for information related to other fashion brands. In that case, you will notice that some cover different styles and offer different products by department. On the other hand, some brands offer clothing for people of any age. In contrast, others are exclusively dedicated to making clothing for women or men.
Your market segment must aim at responding to consumer needs.
When you put your brand’s product on the market, its characteristics must be based on the market segment’s needs. Always take this into account when using fashion marketing. After all, if you wrongly mix different types of marketing, your market could really take a hard blow.
When you have defined your positioning and your market segment, you must set the price your product will display in that market. Take notice that before entering a price, you can review the prices of competing products. This review will not be for copying prices but for better reference.
In this way, your product’s price will not be above the others in the market. For example, if a cocktail dress is on the market for $1000, we don’t recommend selling it for $1500, much less if you refer to a business with the same rank as yours.
Since most consumers are price-conscious, it’s not recommended that you try to enter the market with high prices. If your intention is to attract many customers, starting with low prices will be the best option.
For the client, it is important to be able to give value to the brand.
How does the customer perceive value? The points of sale that you use to show your brand’s products must be per the target to take care of the trade while having better proximity. Likewise, the client will be able to detect if your place is exclusive or inclusive.
We’re talking about the economic level when speaking of exclusive or inclusive. In other words, when a product is exclusive, it refers to unique fashion products because there are few designs in the world. Therefore, a scarce garment will be more expensive and attractive to a certain group of consumers.
If an inclusive product has to be defined, the most notorious example to explain it would be the Zara brand. This brand is inclusive since it is divided into departments. People from all over the world and from any social class can buy.
Also, the value of your brand can be increased through promotion as it will allow you to achieve good positioning. To make your brand known, you can take advantage of the social media platforms like Instagram and Facebook.
Fashion marketing expresses itself through digital communication.
For your followers to stay loyal, you need to be clear about what you want your brand to convey. That is why you must break down the following points:
- The style of your brand.
- What is your target, or who is it aimed at?
- The prices to sell your products.
You also must know that your brand will not be released overnight, much less if you do nothing to achieve that. So, start by interacting with your followers to establish a bond of trust. Now, if you’re asking yourself, how do you do it? Start by getting those creative juices flowing and always be original and stand by your brand.
This will set you apart from your competitors.
You may feel confused at first, but having a defined strategy will allow you to get the most out of fashion marketing. So, at this point, you must understand that you won0t do anything with publishing without establishing your objectives first.
In this world, the fashion sector is usually one of the most dynamic. In addition to that, there is a lot of competition. For this reason, you must please the consumer. When choosing a brand to buy from, they feel a preference for your products.
How do we achieve digital communication?
First, you must integrate your brand into social media:
Social media has a lot of power and can be used to connect with your preferred target. By the way, you can use these platforms to retain your customers through discounts, contests, or by sharing the publications of your followers. It’s also super important that you respond to followers’ comments to achieve their satisfaction. Your online reputation depends on it.
The publications that you decide to show through social networks should be simple and, at the same time, eye-catching. They do not need to be overloaded with textual or visual content to reach your audience. Your best option will be to add your logo or the corporate colors of your brand so that all your posts have consistency.
The way you convey your brand message must be aimed at attracting your target audience, so you use all possible channels to achieve this objective.
Among the objectives of your brand is innovation.
To maintain customer loyalty, you should always show your consumers new products.
To excite them, you must be authentic by showing the benefits of your brand. So, as a first rule, avoid falling into imitation while innovating in many relevant areas, such as:
- The product.
- Customer service.
When customers choose a certain product, they prefer to know its origin and other important facts before making their final selection.
You must define your goals and objectives very well.
Before implementing your strategies, you must be clear about the objectives and goals of your brand. Therefore, try to be as specific as possible with your objectives and specify them in both the long term and the short term. Also, goals should be time-bound and measurable.
Only through them will you differentiate yourself from other brands. This is why your real job is not just about being passionate.
You must work hard while investing as much time as possible to make your goals come true.
For you to be able to differentiate yourself from the competition, you must show your ideas differently. That is why you must fully understand the characteristics of your products.
However, this will not be possible if you don’t understand your clients’ problems in advance. So one of your main goals or objectives should be to show originality and authenticity.
How to stand out from the competition?
You can find attractive niches or offer additional services that attract consumers’ attention. To tell the truth, fashion is made up of very striking niches. Its main task is to differentiate itself from what other brands offer to add value.
Your customers are an important part of your brand. Because if they don’t buy, then what’s the point? For the client, you must provide a good deal, that your brand has a great image, and of course, you must have an amazing customer service policy.
Establish a powerful road map for your fashion marketing campaign
This would be the last point to know about fashion marketing, and it is also very important for your brand. You should do a follow-up check of your plan from the beginning. This way, you can quickly detect if a target is not working as expected.
You are allowed to make changes to your plan if some goals are not really working the way you want them to.
Likewise, through market analysis, you will be able to discover your successes and errors to make the pertinent corrections. From the beginning, you can direct your plan to do the necessary management.
However, suppose you don’t take this last point into account. In that case, you will have wasted your time applying fashion marketing to your brand.
When you carry out this method process, you can obtain reports that will allow you to see the development of the activities of your plan in the short, medium, and long term.
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