*Click* *Click**Click*.. aaannd your favorite Deepika Padukone lehenga is one the way. Can we imagine digital marketing for fashion industry as unrelated terms? Most of us can’t. It’s a digital world and digital marketing has invaded largely every sector in the society, and fashion is no exception to add onto to this ongoing phenomenon.
The online fashion sales have been increased by 185% and will continue to increase more in 2017.
Digital marketing has directly affected the ways in which fashion gives rise to numerous ideas and concepts. Another amazing impact is the consideration of consumer insights to generate the best possible results.
Digital Marketing Fashion Industry Trends
Fashion trends change and they change even faster than the advancements in the digital technologies. It is not the speed of changes rather the complexity with which the fashion industry has incorporated digital media today.
It is an exciting time in the fashion industry with changes in e-commerce sites, wearable technology, changes in contemporary, and ethnic fashion trends.
Here are few of the fashion trends you should consider when building your Digital Marketing strategy:
1. Self-Expression & Personalization
Fashion trends are versatile nowadays. There are not just one or two kinds of trends dominating the fashion market anymore. Many styles compete with equal fervor in the fashion market during any season. Therefore, the driving force behind fashion sales right now is the self-expression element that potential consumers can gain from a fashion store.
2. Consumer-centric is the Winner
Fashion online marketing in the digital world is all about being informal with potential and existing customers. Business etiquette and polite communication is still important, but consumers are much more attracted to fashion stores that appear more humanly while online interactions. Therefore, a good social media presence is exceptionally important when it comes to the fashion industry.
3. Luxury Fashion to Grow
For a long time, some luxury clothing brands have refused to enter the e-Commerce world, believing that selling their products online would ruin their sense of exclusivity. However, there are many luxury brands entering the online clothing market.
In 2015, the global sales for women’s luxury fashion stood at as low as 3% of the total online clothing market. This is predicted to reach 17% by 2018.
4. M-Commerce to Boost Online Fashion Sales
Mobile shopping has continued to grow from strength to strength as mobile becomes the one-stop solution for all possible solution with technology developing. From 2014 to 2015, UK mobile shopping sales rose from £14.61 billion to £20.09 billion.
The fashion sector has the largest mobile shopping market and this overall m-Commerce growth will boost the mobile fashion sales.
5. Social Media and Influencer Continue to Rule Fashion Industry
Undoubtedly, social media is the current trendsetter when it comes to fashion. The presence and impact of these fashionistas set the trends and spreads via social media. An average Indian user spends more time on social media websites and absorbs the fashion trends from there. This influences their patterns of fashion-related shopping.
6. Celebrity Endorsement Will Go a Long Way
Celebrities have always caught the interest of the Indian audience from a very long time. This is the reason celebrity endorsements for fashion stores and brands were successful and will continue to be a popular way of setting & influencing fashion trends.
7. Content Marketing is Must for Digital Marketing for Fashion Industry
Online content – be it online press releases, e-zines, online articles, blog posts, or social media posts are the digital marketing mediums to leverage in the fashion industry.
Fashion stores and brand have shrewdly crafted online updates and blog posts regarding their fashion styles and businesses have seen a massive upturn in user engagement.
8. Importance of Omni-channel Will Rise
People are increasingly shopping for the latest fashion items on their smartphones. However, these users are not just accessing mobiles but also tablets, laptops, and desktops.
Consumers are now using an average of 5 devices in the purchasing process compared to 2.8 devices (Digital Marketing Specialist Agency DigitasLBi, 2016)
With this trend continuing, more clothing retailers will provide their customers with seamless touchpoints so that their customers can effortlessly move between devices.
Famous Brands Leveraging Social Media
In the context of digital marketing for the fashion industry, social media is THE strategy.
We look up to them for fashion trends. Here are the influencers and labels that are making waves in the world of fashion amalgamated with digital marketing.
The Rulers on Instagram
Instagram along with Pinterest are overtaking Twitter and Facebook as the places to be.
There are over 300 million active users with 30 billion photos posted and an average of 70 million photos each day. Therefore, if you want to capture a massive user base, level up your Insta game.
Here are the top brands that have done a good job on capturing audience’s attention on Instagram:
The ones with massive followers
The Winners of Hashtag Game
#prada : 30,240,012 posts
#gucci : 30,021,041 posts
#dior : 30,154,923 posts
#fendi : 24,195,177 posts
Case Studies on Digital Marketing for Fashion Industry
With an aim to understand how fashion brands and stores are leveraging Digital Marketing to increase user base, here are two popular case studies:
The world famous lingerie brand, Victoria’s Secret was founded in 1977 and is the most instantly recognizable apparel companies in the world. With a lot of competition in the lingerie market, Victoria’s Secret has established itself as a dominant force.
The sales figure for the parent company was over $ 2.2 billion in December 2014 alone.
The Sweeping Social Media Presence of Victoria’s Secret
- Facebook: 27+ million likes
- YouTube: 1,045,807 YouTube subscribers
- Instagram: 47.2 million Followers
- Twitter: 10+ million Followers
An American luxury fashion company established in 1981 by designer Michael Kors is one of the best known for watches, handbags, and other accessories. The Michael Kors Holdings have more than 550 stores and 1500+ in-store boutiques in multiple countries.
They adopted an integrated approach to marketing.
As a company, we believe that a dynamic and integrated approach to marketing will better inform, engage, educate and inspire our customers as we continue to grow our brand awareness global. Ido, CEO, Michael Kors
The American lingerie brand reported 20% uplift in sales in North America and 73% across its e-commerce site by the end of 2015. Also, the brand has been ranked in the top 10 fashion brands (Starcount, 2013).
5 Best Ways to Use Digital Marketing in Fashion Industry to Boost Sales
With the help of fashion digital marketing, your product gets in front of your ideal audience and they become aware of your brand, and hence purchase your products. Here are top 5 ways to dramatically boost your sales via Digital Media
1. Retarget your Audience with Facebook Ads
Most of us are not ready to buy instantly upon seeing an ad or visiting the website. The aim of retargeting is to reach the same set of people who were thinking about buying your product with reminder ads.
Retargeting users to your website can be done by creating Custom Audiences with Facebook and target Lookalike Audiences to expand your reach.
2. Run Promotions During Holidays to Boost Sales
Depending upon the time of a year, you could provide different incentives to buyers. For instance, New Year is around the corner and you have a series of emails to go out to your email subscribers with a digital marketing strategy focusing on heavy discounts.
You can provide some discount on shoes on day one whereas discount on dresses on day two. You need to provide value to your subscribers for them to share their email discounts with their circle.
Side Note: Every seasonal incentive should also be shared on social media: Facebook, Instagram, Twitter, as well as your blog.
3. Style Guides to Help your Users
People love experimenting with their clothes and if you are into the fashion industry, you should put together a style guide for your website so that users and subscribers can get ideas on how to wear clothes.
Once you start with your fashion guide, don’t limit yourself to just one guide. Try telling a story with the style guide with an aim to interest your customer.
4. Giveaways on Instagram Increases Brand Awareness & Community Size
If you have a popular item in your store, run a giveaway on Instagram. Engage your followers by asking them what they would want to win. Make sure you use beneficial and recognizable hashtags for the item giveaway. You can also craft a special hashtag just for the giveaway program that you will use each time.
5. Work with Influencers to Access New Audience
To get in front of your target audience, work with influencers; a blogger or vlogger who already has a dedicated following of people who would be interested in your brand.
These influencers have large audiences, well respected by their followers, and can have a huge impact if they choose to wear, review, or even mention your product. This will surely increase your sales.
How Influencer Marketing Plays a Major Role in Fashion Marketing
Best Social Media Campaigns In Fashion Industry
Fashion industry makes it easy and crazy when it comes to social media campaigns. They grab the congenital opportunity and have successful results. Here are 5 best fashion social media campaigns proven their successful results:
Social Media platform leveraged: Twitter
— Topshop (@Topshop) March 10, 2015
The company has transformed 360 degrees in past 10 years and has caught the eyes of the masses. It has become THE place to go for clothes with individuality and glamor.
During the 2015 London Fashion Week, Topshop along with Twitter launched the #Livetrends real-time campaign where billboards were set up in UK cities. The fashion company determines which styles are most in-trend and recommends what to wear.
- 75% sales uplift on featured products
- More than 3.8 million customers engaged using #Livetrends
- 11:1 ROI
- Awarded Digital Marketing Campaign of the Year at the 2015 B&T Retail Week Tech & eComm Awards.
Social Media Platform: Instagram
The world renowned professional sports line grabbed the attention on keeping the brand fresh and fashionable. The PhotoiD campaign is one of the most successful campaigns on Instagram till date. The hashtag encouraged Nike’s followers to personalize their trainers and share photos to show how customized their products are.
The company designed a microsite that helped customers to customize their runners as per their Instagram photos. The resulting product will subsequently be shared across all social media platforms.
- zero media spend
- 100,000 personalized shoes created just in the first week
- 600 shoes created/hour at peak
- 8% clicked through to buy shoes on Nike ID
Platform leveraged: Groupon
When we think of social media, we probably mean Instagram, Twitter, or Facebook. However, Gap leveraged Groupon for their new campaign. The Groupon deal was paying only $25 for $50 worth of goods.
The goal behind Gap’s campaign is “to reach [consumers] in ways that are part of their everyday so that it becomes like a conversation.”- Senior Director of Marketing, Gap
- 441,000 Groupons were sold
- Generated profits of $11 million
Top Fashion Blogs On Instagram you Must Follow in 2017
Frédérique Harrel (@freddieharrel)
Created and handled by UK based girl, Frédérique Harrel has 87k followers on Instagram. You can trace her on freddieharrel.com. She posts weekly styling tips on her YouTube channel and is the founder of Big Hair No Care.
Camille Charriere (@camillecharriere)
With over 445k followers on Instagram, she is the perfect French girl you would like to see. She runs a blog named Camille Over the Rainbow. Her master skills include sitting in front row at Chloé, knows the hacks of wearing a shirt, and portrays the cool girl character.
Soroya de Carvalho (@styleismything)
This UK based, Angalo born fashion blogger posts great fashion tips on her blog, Style Is My Thing. With over 1,25,000 followers on Instagram, she is rocking the fashion industry.
Aleali May (@alealimay)
As the name suggests, the fashion blog, Aleali May is after her name. The New York girl has 114,000 Instagram followers wears designer clothes like Vetements and Hood by Air.
Gabi Fresh (@gabifresh)
Los Angeles based fashion blogger, Gabi Fresh rejects stereotypical notions of ‘dressing for your body type’. She runs a fashion blog named Gabi Fresh and has 3,64,000 followers on Instagram.
Fashion Industry is dynamic and has been quick to take up changes in the marketing patterns. By fusing digital marketing in fashion industry, the company and brands have seen new heights.
What do you think is the future of Digital Marketing for Fashion Industry?
Are you inspired by the opportunity of Digital Marketing? You may also enroll for our Certified Digital Marketing Master Course to create a strong Digital Marketing strategy.
Image Credits: marketoonist, LinkedIn