9 Ways To Market Your Online Fashion Store Effectively
Selling clothes online can be quite challenging because the competition is harsh. Buyers are spoilt for choice! This brings us to the question: How can you build a strong brand and grow sales in the online fashion industry?
We looked for the best practices that online fashion brands use to stand out, win customer love and drive repeat orders. We have listed a few points down that are effective and easily implementable.
There are multiple points that might appeal to different brands following different strategies. Pick and choose the one that suits your business the best:
In the fashion industry, you’re lucky to have a visual product that can be presented in many creative ways online. So you should definitely create content around it and use the fact that people buy with their eyes.
What kind of content is OK for an online fashion brand?
- Shoppable Lookbooks
- Style tips
- New Trend Guides
All these elements engage visitors to stay on your site longer and browse through your offerings not just as products to buy. Clothes help people show their personality or transform into someone better – you can show all the possibilities in content.
MONDIALmode, a premium fashion marketplace, has created a true go-to info hub: their blog covers crucial topics that any fashionista would like to read – style guides, trends, designers and behind-the-scenes of photo shoots.
Getthis, another fashion retailer, uses interactive format for its style and trend guides – highly visual and informative, they keep visitors on the page and showcase the shop’s products in a non-intrusive way.
2. The Right Social Media
To get both new customers and keep the existing ones close, it’s important to choose the right social media to be on. Facebook, Instagram and Pinterest are all highly visual and present products like clothes very well.
Make your choice based on where your target is – the fashion-forward, younger generation is more on Instagram, while the more traditional and increasingly older – on Facebook. Pinterest is for the more affluent.
CNYTTAN, a men’s fashion brand, has one of the most active Pinterest company pages we’ve seen. With over 20 boards of different styles, fashion gurus, and products, it’s a gold mine of inspiration for the interested visitor.
3. Talk About Your Brand Values
In a very competitive market, online fashion stores have to stand out. The logical way is to show what you and your brand stand for so your audience can identify with you and prefer you over others.
It’s not about inventing a story for the sake of PR. This will only backfire. It’s about using what you already have, about showing your real, human face – this makes people like you and your brand.
Quality & Cost Structure as Values
No label, a minimalistic fashion brand, brings forward the quality of their products and emphasizes its cost structure because their target audience would appreciate it.
Masakali, a lehenga brand, is committed to making their product manufacturing process sustainable and ethically while donating a fixed sum out of every order to an NGO reducing risk for children in many Indian states.
Support Artists & Fair Design
RaveNectar, a niche store for rave music fans, sells only products designed by underground artists and shares the profits with them as a way of introducing them to the world.
A Good Story To Keep Traditions Alive
For traditional clothes like saris, it might be really beneficial if you advertise your century-old family story in fabric making as Singhania’s, a special Saree shop, does.
If you too have a lot of experience and expertise in the industry, don’t hesitate to talk about it – it will earn you trust and authenticity for your products.
4. Lifestyle Positioning
It’s really important to position your fashion brand properly if you want to be getting the right traffic and long-term customers who are happy with your products.
Positioning is stating clearly who your designs are for – for the “free spirits”, the “casual gentleman”, or “the woman that changes the status quo”, etc. People like the idea of getting a certain status out of their attire – a classy gentleman look, an adventurous and sexy woman, an affluent professional or a rebel.
You’d better associate your designs with some persona like this so you’re able to reach your target group. When people know what your store is about, they know what to expect and you get qualified traffic that results in higher conversions.
Better yet, focus your whole brand, product line and marketing around a specific sub-cultural group. Businesses that are created to fill a niche are welcomed warmly and loved by their audience.
Grrrl, for example, an athletic clothes company is not afraid to defy the traditional athletic brands’ image of a skinny girl. Grrrl is body-positive, loud and raw.
In unfiltered, graphic language the brand says it’s for strong, independent women who don’t give in to stereotypes. They also have a model dedicated to each specific body type and measurements so customers can identify with her and shop easily.
5. Ease Of Search
You probably have a wide product range and your visitors need a way to easily find what they’re looking for. Otherwise, they’ll just get annoyed and leave without buying.
You need to categorize your products as your customers would search for it – whether it’s by type of item, occasion, material or else. The categories should make sense to the buyers so they can intuitively navigate them.
Online fashion brand Singhania’s has a huge array of filters on its category pages to help its customers choose faster – by price, material, color and even availability.
Another sari shop, Hathkargha, categorizes products by fabric to emphasize variety and the rich Indian traditions for fabric making.
6. Essentials Always in Stock
One of the problems of the online fashion industry is that customers are not loyal and shop around a lot. How can you keep the coming back to you?
It’s not always about the new collection. Some brands proudly stock essentials – classic pieces like white T-shirts and black jeans that are always in fashion. These are staples in many people’s wardrobes and need to be replaced as soon as they wear out.
For that reason, being a reliable store to stock up on basics is a smart retention strategy.
Bogart, a modern apparel brand, has a Bogart Essentials section with classics that are always kept in stock – it reinforces brand’s commitment to simplicity and functionality.
7. Use Data To Personalize The Experience
Online merchants, you have one incredible advantage over offline shops: data. You can collect it, store it and use it far better & easier. You can record and study everything the visitor does on your site, and tailor your marketing to their behavior.
The simplest thing you can implement immediately is to record customers’ size after the first order and customize their visits from then on.
Men’s custom tailored clothes brand Woodies does it and it saves their clients time and frustration that something’s sold out in their size – increasing retention rates and helping get repeat orders!
8. Wishlists Increase Conversions
Wishlists recover about 19% of sales that would be otherwise lost for online fashion stores.
It’s because they can be used to invite shoppers back in the store; to notify them when a wishlist item is back in stock or on sale; to stimulate urgency and to serve as social proof. Plus, they’re a subtle way to get a visitor’s email.
Pink Chick, an online fashion store for kids extensively use wishlists. It’s especially helpful and convenient since they sell clothes meant for special occasions that aren’t considered everyday item to buy. Mothers surely browse a lot before choosing the gown for their little princess, so saving the items of interest in the wishlist makes coming back and finishing the order easy.
9. Go With Local Shopping Habits
Like it or not, it’s hard to change people’s habits so better go with them. In some countries, online payments are not preferred and online shops that don’t offer an alternative lose orders.
In India and Eastern Europe, for instance, people still prefer to pay cash on delivery. Even shops targeting young and forward-thinking customers such as the Anime Shop offer that option.
So, this is what successful online fashion brands do to maximize revenue and it’s working! Maybe you’re wondering about email marketing. While it is widely used, we don’t see it as a best practice because it’s pretty much standard – everybody does it.
We hope that this list of ideas helps you and your online fashion brand reach the top – let us know if you implement any of them and how it’s working.
Stephan is one of the marketing brains behind Metrilo, a tool designed to help eCommerce businesses sell more by making data-driven decisions. He aims to educate people on different digital marketing topics with his writing and he believes creativity can work together with data.
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