The Fashion Industry is a trillion-dollar industry. This industry has only grown up to be more competitive and volatile ever since its inception. Indeed, the ever-changing nature of the fashion industry makes it more challenging and this calls for constantly innovating new ideas to survive the competition. Marketing as in any other business plays a catalytic role in creating brand awareness and increasing sales. But fashion marketing needs a whole new skill set rather than just bland promotion. Shoppers today are more informed about a brand through internet, which impacts decision-making giving more power to consumers.
Considering the climbing graph of online shoppers over the years, the ways and means of fashion marketing have largely shifted to the online mode apart from just the conventional mode which include, television, magazine, newspaper, etc. E-Commerce and Social media platforms have made interactive digital channels of promotion a must-have for every brand. But digital marketing for fashion brands has proven to be highly instrumental in increasing sales, creating brand awareness and presence when compared to other industries. This is because of the attractive quotient of fashion brands that tends to allure and builds meaningful relationships with the targeted audience. Also, the multiple channels for promotion and selling fashion products have given a range of options both to the seller and the end consumer.
Here is how Digital Marketing has opened up new gateways for fashion marketers –
Data provided by customers in the form of reviews, emojis, likes, website visits, and shares are used by data analysts to get a deeper insight into customer behavior and experience. The whole process of interacting with the target audience has become more research oriented. This allows brands to understand the taste of consumers through personalized experiences and identify present fashion trends and monetize on them.
- Building Brand Identity –
Brand building is extremely important in the highly competitive world of fashion. This is because it gets harder to stay in the market if people do not associate with the brand. And digital marketing serves as a launchpad for building brand awareness and increasing its presence. The different digital channels are the interface between consumers and brands. Some of the most successful digital channels are social media marketing done through Facebook, Instagram, Pinterest, paid ads, etc, and also video marketing which is highly preferred.
- Building relationship with your customers –
Bonding with customers plays a crucial role in improving customer retention rates. Email Marketing and creating social media channels give a personalized touch and help build a bond that can last longer. This also results in making a brand stay loyal to its consumers which gradually leads to an increase in consumer base and ultimately a profitable business.
- Influencer Marketing –
Since fashion brands are a lot about visual appearance, influencer marketing has shown outstanding results. Influencer marketing works well in creating brand awareness and growing the customer base.
A creative bent of mind and a flair for marketing is what makes fashion marketers successful in adding value to the industry. A successful fashion campaign, therefore, needs a keen interest in fashion and how it would be displayed to its target audience in a way that would be appealing at the visual, rational, and emotional levels.
At KIFT, we blend creativity with expert-level assistance to bring out the best in students. Our Entrepreneurship program also tries to explore and hone the entrepreneur skills for future endeavors.