Fashion and Accessories

Fashion moves fast. Style cycles now last just weeks, as customers constantly want to be on trend and act with a ‘see now, buy now’ mind-set.

Online-only brands dominate fast fashion, and marketers are competing for attention in a crowded and price-sensitive market where loyalty is low, margins are razor-thin and your customers are heavily swayed by what their favourite influencer thinks.

The opposite is true for luxury fashion and high-end brands who are more likely to see customer loyalty and high margins. But many luxury brands are diversifying and expanding from their established fans to target new audiences, with cross-brand and cross-market collaborations a common feature of luxury brand marketing.

Traditional fashion retail marketers are feeling the impact of changes in shopping habits. And those brands that aren’t adapting to changing customer demands with their online search marketing strategy or in-store experience may be the next to go out of business.

No matter your fashion sub-sector you need to show that you understand your customers and that your brand can react instantly or even help shape new fashion trends. Meaning you’ll be better placed to satisfy the demands of the ever more connected, conscious and volatile fashion customer.

Many fashion brands and boutiques have been caught out and throw budget at a variety of marketing activities hoping it will help their sales of clothing, footwear and jewellery. But with no clear vision or strategy, it’s unlikely you’ll see the results you need.

So what do you need to do to grow your brand in the age of digital fashion?

How can you grow your fashion brand online?

Cutting through – Your customers are constantly bombarded with masses of marketing messages from brands all targeting the same market segments. How can you run authentic and engaging campaigns that grab the attention of your customers?

Marketing across multiple channels – You need to reinforce your brand and tell your story across all the media platforms and devices your customers are using. How will you be top of the page, front of mind and first for consideration – especially on mobile?

Managing channel conflict – Working with multiple partners and online resellers can help to raise brand awareness, but if you don’t establish the right relationship with them from the off you could end up being beaten for price on your own products. What do you need to do to properly manage this channel conflict?

Personal targeting – If you’re targeting everyone you’re not really targeting anyone. How can you understand your target customers, speak to them individually, and have the right strategy in place to get their attention?

Cross-market collaborations – Teaming up with other brands and marketers can be an excellent way of tapping into complementary market sectors and opening your brand up to new audiences. How can you make sure you’ve got the right strategy in the place first?

Discount campaigns – Your customers are constantly looking for discounts and promotions. How can you capitalise on annual dates, like Christmas, and create your own events and product launches to tempt your consumers?

Constant change – You always need to update marketing messages and creative in line with new seasons. How can you avoid complacency with your fashion marketing to stay relevant before, during and after the traditional S/S and A/W campaigns?

Large agency mix – Often, you’ll use different marketing agencies for different services which can become complicated and difficult to co-ordinate. How can you simplify your work and free up your time?

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