It is very common to get an SMS or an email from a brand regarding their upcoming sale or festive discount. Almost all brands today have an online presence, and they make the most of it by interacting with their existing and potential customers digitally. There was a time when conventional modes of marketing such as billboards, pamphlets, magazine/newspaper ads, and advertising campaigns running on TV were prevalent. Even today, these modes are very much in existence and are widely used; however, with the proliferation of the number of people accessing the internet, digital marketing in the fashion industry has gained immense popularity lately.
What is digital marketing?
In common parlance, digital or online marketing refers to the practice of promoting a brand digitally, i.e. through the internet. It comprises advertising via email, text/ multimedia messages, social media platforms, websites, and through search engine optimisation. For almost all businesses today, it is expected of a brand to have some sort of digital marketing strategy in place, be it in the form of a website or a social media handle.
Role of Digital Marketing in the Fashion Industry
With the switch from brick-and-mortar to online stores, every industry, including Vogue, has tweaked its marketing strategies to accommodate merchandising through digital mode. Whether you are into selling customised clothing items or running a designer couture, a sound digital promotional campaign must be an integral part of your marketing strategy.
Greater online access and growing smartphone addiction are two of the many factors contributing to this rise in e-commerce fashion. Believe it or not, digital marketing has proven to be one of the most powerful tools to increase engagement and boost profitability. Here is why online marketing is essential for fashion brands:
1. Building brand awareness:
Digital marketing helps fashion brands reach their target audience and build brand awareness through various channels, such as social media, email marketing, and influencer marketing.
2. Customer engagement:
Fashion brands can use digital marketing to engage with their customers, build customer loyalty, and create a strong connection with their audience.
3. Product promotion:
Digital marketing enables fashion brands to promote their products effectively, showcase their unique features and benefits, and drive sales.
4. Market research:
Digital marketing helps fashion brands gather data about their target audience, customer preferences, and purchasing behaviour through tools such as Google Analytics, surveys, and customer feedback.
Digital marketing has revolutionised the way fashion brands sell their products by making it easy for customers to purchase products online through e-commerce platforms like Shopify, Magento, and WooCommerce.
6. Influencer marketing:
Fashion brands can leverage the power of influencer marketing to reach new audiences and drive sales. This involves partnering with social media influencers who can promote their products to their followers.
Digital marketing enables fashion brands to personalise their marketing campaigns and tailor their messaging to specific segments of their target audience, based on their interests, preferences, and behaviour.
8. Social media marketing:
Social media platforms, such as Instagram, Facebook, and Twitter, are crucial for fashion brands to reach their target audience, showcase their products, and engage with customers.
9. Content marketing:
Fashion brands can use content marketing to provide valuable information and educate their customers about their products, and create a strong connection with their target audience.
10. Customer service:
Digital marketing also plays a crucial role in providing excellent customer service and support, by enabling fashion brands to respond to customer inquiries and complaints quickly and effectively through channels such as live chat and email.
These are just some of the ways in which digital marketing is transforming the fashion industry, and helping brands connect with their target audience, build their brand, and drive sales.
How influencer marketing plays a major role in the fashion industry
Influencer marketing is a key player in the fashion industry. These are just a few examples of how influencer marketing in the fashion industry plays a major role.
1. Awareness of brands:
Influencers are often viewed as fashion icons and trendsetters. It can result in a significant increase of brand awareness and exposure if they post about a fashion brand. This helps fashion brands reach a wider audience, and builds their brand image.
2. Social proof
It can be used as social proof by influencers to show that a certain fashion item is in high demand and worth purchasing. This is especially useful for emerging brands and items that have a niche market.
3. Engagement with the audience:
Social media influencers often have a large following and are highly engaged. A fashion brand can partner with an influencer to tap into this audience and connect with potential customers more organically.
Influencer marketing can create a more relatable and authentic brand image. A fashion brand can partner with an influencer to create a closer connection with its customers.
Fashion brands can stand out by using the creative and unique content created by influencers. Fashion brands can partner with influencers to create engaging and unique content that resonates with their target market.
Influencers are often able to keep up with the latest fashion trends. They can make a fashion item popular and create new trends by featuring it.
7. Promotional products
Influencers have the opportunity to use their platforms and promote fashion products such as accessories or clothing. These products can be featured in the content of their followers, encouraging them to try them and creating buzz about them.
8. Targeted marketing
Influencers are often drawn to a niche or audience. Fashion brands can partner with influencers whose target market aligns with theirs to create targeted marketing campaigns that resonate more with their intended audience.
9. Collaborations with Influencers
Fashion brands might collaborate with influencers to develop new products and collections. This collaboration can bring new perspectives to the brand and increase engagement.
Fashion brands can reap the benefits of influencer marketing. Brands can create buzz and drive sales by partnering with influencers without spending a lot on traditional advertising.
Influencer marketing is a key driver of fashion industry success. Fashion brands can harness the power of social media to reach new audiences, increase sales, and build their brand image.
Importance of Digital Marketing in the Fashion Industry
In recent years, the fashion industry has rapidly adapted to digital marketing strategies. Fashion brands have been able to thrive through the use of digital marketing channels such as email marketing, social media, influencer marketing, and email marketing. The importance of digital marketing in the fashion industry can be underscored by the below-mentioned following pointers:
1. Influencer marketing is on the rise.
Influencer marketing is a key part of digital marketing strategies for the fashion industry. According to a report, the influencer marketing market reached $16.4 billion in 2022. A majority of marketers also believe that influencer marketing has a better ROI than other channels.
2. Email marketing makes all the sense.
Fashion brands can still engage their customers through email marketing. The report of Omnisend has shown that the fashion industry has one of the highest average email open rates, at 18.07%. In addition, 33.4% of fashion industry email campaigns resulted in clicks.
3. Personalisation is the key.
Fashion brands are increasingly relying on video content for their digital marketing. Wyzowl reports that 86% of businesses use videos as a marketing tool. Furthermore, 93% of marketers claim they have landed a new client because of a video posted on social media.
4. Social media advertising is integral.
Fashion brands are increasingly relying on social media advertising as a part of their digital marketing strategy. Hootsuite predicted that social media advertising spending had reached $102 billion by 2021, in their report. A majority of consumers believe that social media is the best channel for advertising.
Game-changing Digital Marketing Strategies in Fashion Industry
When it comes to marketing through online channels, there are various strategies that can work wonders for your brand. Here are some of the most effective ideas to promote your fashion brand digitally.
1. A consistent presence on social media:
This strategy is on top for a reason – with more and more people browsing social media apps like Facebook, Instagram and YouTube, actively posting engaging content on such platforms is a must for fashion brands. Whether you want to launch a new product or simply engage your audience and build a relationship with them, social media marketing has to be your go-to.
People nowadays look up to these platforms to discover fashion trends, hacks and styling ideas. Thus, it only makes sense that your brand should make the most of it by posting content that engages, educates, and instigates a response from the audience. For instance, an apparel brand can post content related to tips for styling an outfit.
2. Collaboration with influencers:
Next up is another prominent marketing tool, which is the next big thing in digital marketing – collaborating with eminent influencers to promote your fashion brand. Most influencers today have millions of followers/ subscribers who have faith in their content and are most likely to trust their recommendations. So, if the influencers use a product and tag your brand or review any of your products, their massive following is likely to value it and follow suit. This way, you can reach a broad audience and approach millions of potential customers.
Moreover, this is comparatively cheaper than endorsing ads to celebrities who charge truckloads of money for the same. Make sure that the influencer you choose to invest in should resonate with your brand and share the exact synergy as yours. For instance, for your athleisure clothing brand, you must go for an influencer in fitness and well-being.
3. Target ads on several platforms:
Paid ads are, again, essential tools that can help your fashion brand grow online. Whether you are a newbie in the fashion world or an established veteran in this industry, running targeted ads on various platforms like Facebook and Instagram can spread awareness about your brand and boost sales.
4. UI-friendly website/mobile app:
Having a user-friendly website and mobile app is almost a necessity today. These enable continuous engagement and allow shoppers to make purchases on the go, thereby offering them a seamless shopping experience. Besides, you can track their behavioural pattern and formulate your business strategies accordingly.
5. Organise giveaways/ contests:
Another marketing strategy that can prove to be helpful in brand promotions is conducting contests and giveaways. Who doesn’t want to participate in such campaigns, especially when there is a chance to win at something? This desire to win instigates them to participate, engage, and share it with others, thereby increasing your traffic and, eventually, your conversion rate.
6. E-mail ads:
This is a very simple yet effective trick to engage your customers and increase sales! Shoot targeted and personalised emails to your buyers and tell them about any new product launches or upcoming mega discounts, or simply assist them in their fashion choices. All you need are the e-mails of your buyers, and boom, you’re all set to go!! Adding a ‘sign up’ CTA on your website or giving a special discount as they sign up can help grow your list of e-mails.
7. Video marketing always works:
Video ads can take your brand to the next level. These dominate the digital media space today and are among the leading marketing tools for all companies. In fact, giant e-commerce players like Amazon and eBay have reported that adding a video to a product’s description significantly influences the shopper’s buying decision. We all know there is a lack of time today, and it’s evident that anyone would prefer to watch a short video to learn more about a brand over reading a lot of intimidating text.
8. Make the most of AI:
Artificial intelligence has benefitted every sector, then why should the fashion industry stay bereft of its merits? As a fashion marketer, your strategies should be AI-driven to make the most of digital marketing features. For example, chatbots can help your customers with a hassle-free shopping experience as they provide support services 24*7*365.
Factors impacting the success of digital marketing in the fashion industry
Digital marketing has become a vital aspect of the fashion industry, as consumers increasingly turn to online channels to shop for apparel and accessories. But to truly succeed in digital marketing, you need an in-depth understanding of your target audience, an established brand identity, high-quality visuals, strategic partnerships, data-driven decision-making, mobile optimisation and an effective social media presence. These have been discussed below in detail:
1. Understanding Your Target Audience:
To craft successful digital marketing campaigns for the fashion industry, it’s essential to comprehend your target audience. Take into account their age, gender, location, interests, and preferences when crafting messages that speak directly to them and encourage them to interact with your brand.
2. Consistent Branding:
Your branding should be consistent across all digital platforms, such as your website, social media channels, email campaigns, and any other digital touchpoints with your audience. Consistent branding helps build brand recognition and trust with them.
3. High-Quality Visuals:
Fashion is a visually driven industry, so high-quality visuals are essential for digital marketing success. This includes product photography, lifestyle images, and video content. Professional imagery helps showcase your items in their best light and encourages engagement with your audience.
4. Influencer Marketing:
Influencer marketing can be an effective way to reach new audiences and build credibility with your target market. When selecting influencers, it’s essential that you consider their relevance for your brand, audience demographics, and engagement rates. Working with influencers who share similar values as yours and possess a genuine following will help drive engagement and sales for your products or services.
5. Data-Driven Decision-Making:
Digital marketing offers a wealth of data on consumer behavior that can be used to optimise campaigns and boost ROI. By regularly analysing website traffic, social media engagement, email open rates, and other metrics related to your marketing strategy, you will be able to make data-driven decisions that enhance your efforts while driving better results.
6. Mobile Optimisation:
As more and more consumers turn to their smartphones for online browsing and shopping, it is essential that your digital marketing campaigns are optimised for mobile use. This includes responsive web design, mobile-friendly emails, and tailored ad campaigns tailored specifically for smartphones. By optimising your campaigns for mobile use, you can reach more potential customers while improving the user experience.
7. Social Media Strategy:
Social media is an integral component of digital marketing for the fashion industry. To effectively use it, fashion businesses must have a comprehensive strategy for each platform, including content creation, posting frequency, and engagement tactics. By crafting engaging posts that resonate with your followers and actively engaging on each platform, you can build a powerful presence online which ultimately drives traffic and sales.
Digital Marketing Trends in Fashion Industry
Fashion brands must stay ahead of the digital marketing curve to remain competitive in a rapidly transforming industry and better connect with their target audiences.
Digital marketing trends are crucial for the fashion industry as they offer a cost-effective way to reach a wider audience and create tailored experiences for customers.
Brands can create targeted campaigns that speak directly to their audience and drive engagement and sales. Furthermore, digital marketing provides real-time feedback, allowing fashion brands to adjust their strategies based on customer input. Below mentioned here are few of the important digital marketing trends for the fashion industry of which you must be aware of:
1. Virtual and Augmented Reality:
Virtual and augmented reality technologies are becoming more widely used in the fashion industry. Brands are using these tools to create immersive experiences for their customers, such as allowing them to try on clothes virtually or visualize how furniture would look in their homes.
2. Video Marketing:
Video marketing is an increasingly popular trend in digital marketing for fashion brands. Brands use video to showcase their products, tell their brand story and connect with their audience. Video content can be shared across social media networks, websites and other digital platforms.
3. User-Generated Content (UGC):
UGC is becoming increasingly popular in the fashion industry. Brands are encouraging their customers to share their experiences and photos on social media platforms, not only building a community around the brand but also providing social proof for potential buyers.
4. Chatbots & AI:
Chatbots and artificial intelligence (AI) are becoming more commonplace in the fashion industry. Brands use chatbots to offer immediate customer support and personalized recommendations. AI-powered tools can also be employed to analyze customer data to gain insight into shopping behavior.
Sustainability has become an increasingly important factor for consumers when making purchasing decisions. Fashion brands are using digital marketing to promote their sustainability initiatives and highlight eco-friendly products, such as using recycled materials, reducing waste production, and minimizing their operations’ carbon footprints.
Micro-moments are brief moments where consumers turn to their devices for help solving a problem or making a purchase decision. Fashion brands are creating content that caters to these micro-moments, such as how-to videos, style guides, and product demos.
Gamification is an exciting and engaging way to promote a brand and build customer loyalty. Fashion brands are using it to create interactive experiences that reward customers with prizes, unlock exclusive content, and the chance to share their insights on social media.
8. Shoppable Content:
Shoppable content enables customers to purchase products directly from the content they are viewing. For instance, clicking a product in an Instagram post takes them directly to its product page for purchase. This trend is becoming increasingly popular in fashion as brands can turn their content into a revenue stream.
9. Voice Search Optimisation:
Voice search is becoming more prevalent due to the rise of smart speakers and virtual assistants. Fashion brands are optimising their websites and content for voice search in order to guarantee that their products can be easily discovered by voice search users.
10. Social Commerce:
Social commerce refers to the ability to purchase products directly through social media platforms like Instagram and Facebook without customers having to leave those platforms. It has become increasingly popular in the fashion industry, as brands can sell items through platforms like these without customers ever needing to leave their platform.
11. Interactive Content:
Interactive content refers to any type of media that requires users to actively engage with it, such as quizzes, polls and interactive videos. Fashion brands are using this type of engagement to craft engaging experiences for their audiences and boost sales through increased engagement and sales.
12. Data-Driven Marketing:
Data-driven marketing involves using data to make informed decisions about marketing strategies. Fashion brands are using this approach to gain insights into their customer behavior, preferences and shopping habits. This insight can be used to craft tailored campaigns and enhance the customer experience.
10 Best fashion brands that succeeded using digital marketing
ASOS is a popular online fashion retailer that has successfully leveraged social media to engage with its audience and drive sales. The company has a strong presence on Instagram, where it showcases its products and shares user-generated content. ASOS also uses Instagram to promote its #AsSeenOnMe campaign, which encourages customers to share photos of themselves wearing ASOS clothing. This campaign has helped to drive engagement and increase sales for the brand.
Burberry is a luxury fashion brand that has been using digital marketing to reach a younger audience. The brand has partnered with social media influencers, such as Lily James and Tom Odell, to showcase its products on social media. Burberry has also used Snapchat to give its followers a behind-the-scenes look at its fashion shows, which has helped to build buzz and increase engagement.
Sephora is a beauty and cosmetics retailer that has been using digital marketing to reach a younger audience. The company has a strong presence on social media, where it shares user-generated content and product tutorials. Sephora has also launched a successful mobile app, which allows customers to try on makeup virtually and get personalised product recommendations.
Gucci is a luxury fashion brand that has been using digital marketing to reach a younger audience. The company has a strong presence on social media, where it shares inspiring photos and videos of its products. Gucci has also launched a number of successful digital campaigns, such as its “Gucci DIY” campaign, which allows customers to personalise their own Gucci products.
Levi’s is a denim brand that has been using digital marketing to reach a younger audience. The company has a strong presence on social media, where it shares user-generated content and product photos. Levi’s has also used Instagram to launch a successful influencer marketing campaign, which features social media influencers wearing Levi’s products and sharing their experiences with their followers.
Chanel is a luxury fashion brand that has been using digital marketing to reach a younger audience. The company has a strong presence on social media, where it shares inspiring photos and videos of its products. Chanel has also launched a successful digital campaign, which features a short film called “Gabrielle, A Rebel at Heart,” that tells the story of the brand’s founder, Gabrielle “Coco” Chanel. The campaign helped to build buzz and increase engagement for the brand.
Adidas is a sportswear brand that has been using digital marketing to engage with its audience and promote its products. The company has a strong presence on social media, where it shares inspiring photos and videos of athletes wearing its products. Adidas has also launched a successful mobile app, which allows customers to track their workouts and connect with other fitness enthusiasts.
Zara is a fashion retailer that has been using digital marketing to reach a younger audience. The company has a strong presence on social media, where it shares product photos and user-generated content. Zara has also launched a successful mobile app, which allows customers to shop on-the-go and get personalised product recommendations.
9. Michael Kors:
Michael Kors is a luxury fashion brand that has been using digital marketing to reach a younger audience. The company has a strong presence on social media, where it shares product photos and behind-the-scenes content. Michael Kors has also launched a successful mobile app, which allows customers to shop on-the-go and get personalised product recommendations. The company has also partnered with influencers on Instagram to showcase its products and drive sales.
10. Forever 21:
Forever 21 has used digital marketing to reach younger customers. It is active on social media where it shares photos of products and user-generated content. Forever 21 also has a mobile app that allows customers to shop wherever they are and receive personalised product recommendations. A successful influencer marketing campaign was also launched by Forever 21 using Instagram. This featured social media influencers who wear the brand’s products, and share their experiences with their followers.
Neglecting online marketing in today’s digital era can be a big blunder, like a major faux pas in the fashion industry. Today, it is the need of the hour for almost every business to have an online presence to widen its reach and enhance its visibility. If you want to see your brand grow, you need to go digital.
Building a fashion brand in this highly competitive space can be a cumbersome task, and this is where digital marketing comes into the picture. Suppose you are confused about your strategy for digital marketing in fashion industry. In that case, you can seek assistance from companies like Expand My Business (EMB) which can be helpful in its verified partner agencies, end-to-end delivery management, and milestones-based Escrow Payment Solutions.
Fashion brands can measure the success of their digital marketing efforts by tracking key metrics such as website traffic, conversion rates, social media engagement, and email open and click-through rates. By analysing these metrics, brands can identify what’s working and what’s not and adjust their digital marketing strategies accordingly.
Digital marketing offers many benefits for the fashion industry, including increased brand awareness, improved customer engagement, higher website traffic, and increased sales. By leveraging digital marketing channels and tactics, fashion brands can reach a wider audience and drive more revenue.
Social media is a powerful tool for fashion brands to connect with their audience, showcase their products, and drive sales. Brands can use social media platforms like Instagram and Pinterest to share high-quality visuals of their products, collaborate with influencers, and engage with their followers through comments, direct messages, and stories.