Personalization has become increasingly important in fashion marketing in recent years. The elusive millennial generation expects shopping experiences that develop long-term relationships between customers and brands. Consumer loyalty is rewarded to brands that are successful in forming these intimate ties. Personalization is essential.
What is the state of the fashion marketing industry? In a nutshell, it’s big. In 2016, management consultancy behemoth McKinsey & Company estimated that the fashion sector is worth $2.4 trillion and increasing at a rate of more than 5% per year.
Consumers are often more frugal in the post-2008 environment when it comes to non-essential purchases like wardrobe changes. Although many people want to stick with their favorite brands (especially those that provide a personalized experience), discounts and specials greatly influence. As a result, consumers who are tightening their belts are on the lookout for deals.
On the other hand, consumer behavior is not uniform; while some are forced to buy the cheapest items, others have the means to splurge. Consumers of wine, cosmetics, and fresh fruit, in particular, appear to accept increased prices. Those who pay a premium for beauty items are ostensibly willing to pay a premium for high-quality apparel. In a climate of uncertainty and frugality, the key to fashion marketing is persuading customers to choose your product over a cheaper alternative.
Clothing is a fundamental aspect of the identities of those who care about fashion and invest time in their wardrobes. Good fashion marketing capitalizes on this notion by emphasizing clothing’s expressive capabilities; our items help you become more.
Of course, your brand must have a story to promote such a claim. What is the origin of your brand? What is the purpose of it? What does it stand for? What, more crucially, does your brand not stand for? This is where marketing enters the picture. You should constantly keep in mind the values and ideals linked with the items, whether you’re utilizing an image on a Google SERP (Search Engine Results Page) or a 15-second promotional video on Pinterest.
The more targeted and refined these characteristics are, the more effectively you can promote fashion to customers who are increasingly looking for real and individualized purchasing experiences.
When it comes to web browsing, mobile outnumbers desktop. Although mobile devices account for most e-commerce surfing, people prefer to make purchases on their desktop computers. Indeed, privacy issues and navigational difficulties dissuade shoppers from using their smartphones to click “add to basket.” The takeaway: improve the security and usability of your mobile buying experience to reduce abandoned transactions.
In a similar vein, the mobile checkout process must be made as simple as possible. Consumers, particularly the young, do not want to jump through hoops to place their orders. So, again, make things as simple as possible.
Make use of social media while we’re on the subject of mobile devices. Both of which are based on photography and videography, Instagram and Pinterest lend themselves naturally to fashion promotion, with the latter site being grossly underestimated by advertisers. Users go to social media sites to build and browse personal aesthetics, providing a setting suitable to clothing and accessory marketing; if you can develop a brand aesthetic that feels natural and appealing in one’s feed, Instagram, and Pinterest, users will become consumers.
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