All statistics and trends are pointing towards digital marketing being the best growth strategy for fashion companies.
Fashion brands which are retailing through eCommerce platforms are able to capture an untapped global or national audience unlike any other. Follow Digital Presence’s ultimate guide to Digital Marketing to help your brand realise its online potential!
1. Web design
Aesthetic and first impressions are important to any company, but especially for those in the retail industry. The branding and message of an online fashion brand are translated through the choice of colours or even the chosen images that are displayed when visitors see your website.
Therefore web design and development is an extremely important component of Digital Marketing for eCommerce fashion companies.
Firstly, who is the target audience of your brand? What colours are trending or match your vision? How can you convey the brand’s value or emotions through chosen imagery?
Working with an expert web designer, recognising how you will attract your target audience, and then creating a website to suit is the first step to success for an online fashion brand.
In conjunction with aesthetic design, the actual navigation of the website should be user-friendly and engaging. You don’t want your web pages to be overloaded with text or images that are confusing for a visitor. Make it easy for your customers to find items and pages, directing them to ‘add to basket’.
An example of a brand with a great web design is Dior. Dior’s website navigation header is thorough and easy to read. Divided by categories, with clear headings, visitors are able to easily find what they are looking for.
2. Content Marketing: Blog
You have beautiful products, a great website to match but what value are you providing to your customers? Through content marketing, fashion businesses can communicate with their audience by producing blog content that speaks to the interests and needs of their ideal clientele.
A blog is a way to engage with the visitors to your website but also when created with SEO in mind it will attract organic traffic. The inclusion of keywords and high volume search phrases that are relevant to your fashion brand will assist in Google recognising your blog posts when searchers are asking a question or looking for a product related to your business.
“Blogging successfully takes a lot of work. But that doesn’t mean blogging has to be difficult”
– Neil Patel
A good piece of content is text that is engaging and directs your reader to take action without explicitly telling them to do so. This may be through knowledge sharing and expressing why your clothing is superior or the best choice against competitors. Another way could be by establishing trust by providing styling tips, showcasing how your products can be worn with ease, or even recognising shared interests associated with your brand.
A fashion company that has created a great blog, and their content marketing strategy is both branded and SEO-friendly is Anthropologie. Anthropologie has a curated blog named ‘stories’ which includes content that ranges from styling, home organisation, and travel. This brand’s content is more than just fashion and speaks to the interests of its audience.
3. Social Media
Instagram, Facebook, Pinterest, LinkedIn, and now TikTok, are all not only social media platforms but also channels to reach your ideal audience. Social media plays a key component in a digital marketing plan and relays your brand message across platforms. By recognising where your customers are and which place is best to target them, you can create a cohesive plan that will best showcase your fashion products.
Social media also allows for a streamline of communication between you and your target audience. You will be able to respond to questions, engage in conversation, and reiterate the features of your online clothing brand.
Another great feature of these platforms is the ability to integrate various types of media. Videos, graphics, images, and copy, can all be combined in creative ways.
Social media is a chance for your eCommerce brand to express your mission visually. This could be through fostering a community by encouraging customers to use your hashtag or speaking out about public interest news.
H&M is a fashion company that has an amazing social media presence. On Instagram, H&M has close to 40million followers and has curated a community, that enables their customers to feel like they are connected with the company. The content they produce is multi-faceted and diverse, encouraging visitors to engage.