3 Key Steps to Market A Clothing Brand
Congratulations! You’ve successfully launched your first clothing line. What’s next? At this stage, most fashion owners focus on creating the next collection… but that shouldn’t be your top priority. Your next key step is to market your clothing brand.
In today’s saturated retail environment, distribution is integral to a brand’s success. Younger brands are sprouting across the landscape, and it’s easy to drown out in the noise. Having the lightest fabric or the best design won’t bring in sales until you have an audience.
Curating the perfect assortment is crucial, but marketing clothing helps you stand out from the crowd.
3 Step Process to Market Your Clothing Brand
- Breakdown your target audience
- Craft an effective messaging
- Identify distribution platforms
1. Breakdown your target audience
By now, you’d have a clear idea of your intended target audience. Your next step is to dive deeper into the specifics.
Explore the core values of your target audience. Having a niche brand value that your audience strongly believes in will be the differentiating factor that helps you stand out in a saturated market.
Pinpoint factors such as lifestyle choices, spending habits, social status, favourite fashion brands and even your target audience’s daily routine. The values that your target audience believes in should always be the guiding aspect for all the factors.
From there, ensure that that your marketing campaigns emulate similar values to resonate well among your persona.
Lululemon is a brand that has been able to hit the nail on the head by building its brand based on its core value of leading a healthy lifestyle. Lululemon understands that its main target market is the modern and sophisticated female who values health and appreciates high quality yet functional activewear.
The Canadian brand has also managed to create a strong sense of community in the active lifestyle movement by adopting a brand ambassador program and conducting local fitness events.
2. Craft an effective messaging
With a defined target audience in mind, the next step is to understand effective messaging that resonates best.
Put yourself in your customer’s shoes and envision a messaging that evokes emotion. How do you want to portray your brand to appeal directly to them? Fundamental factors such as copywriting, visuals, brand mission and the story must be aligned to deliver a consistent storyline for your fashion brand.
For example, fast-fashion retailer, Monki, targets an audience of teenagers to young adult females living in urban areas. They are also trend and social media savvy, which explains why Monki has crafted their copywriting and visuals to reflect upon a similar lifestyle.
Once you have a clear vision of your target audience, you can determine the best platform to deliver your brand’s messaging.
3. Identify distribution platforms
There are ample options available, but it’s best to go for one that meets your goals.
Of course, social media is the number one option… almost 2.65 billion people are already active social media users! However, the oversaturation is a downside too – it’s difficult to reach your intended target audience.
This is why it’s important to carefully curate content – one that appeals to your target audience. This could range from live streams, animations, curated designs to user-generated content.
If you choose to engage with social media influencers to help promote your brand, it is vital to explore beyond their total number of followers. Yes, a large follower count may help you get the message across but will it target the right audience? The key interests of an influencer are key things to analyse before embarking on a partnership.
When done correctly, social media marketing helps to create a solid fanbase for your fashion brand.
Your target audience will be prone to digital advertising exposure, making it a great option to capitalise on. Take Facebook for example, which currently has 1,790,000,000 monthly active users. The key is to ensure that your advertisement and message is delivered effectively.
With such a wide audience, it is crucial to be convincing and appealing in your messaging. Gear your fashion brand towards a granular target group to reap high ROI for your business.
Email campaigns are able to complement fashion brands well, especially in e-commerce. Newsletters are a great tool to communicate with subscribers who have already shown interest in your brand. All you need now is to ensure that the messaging and content in your email is able to pique interest and provide value to your subscribers.
Provide a special offer to increase sign-ups while motivating subscribers to make a purchase.
Ultimately, failure to visualise how your intended audience thinks will lead to an inadequate marketing plan for your fashion brand. After all, having a collection of the hottest fashion trends will be futile if your brand is insignificant in the market. To sum it up, fashion marketing is about understanding how you want to sell your brand and finding the most effective way to deliver a message that impacts your target audience, which will ultimately impact sales.
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