8 Essential Digital Marketing Tips for Fashion E-Commerce Stores
In 2023, the digital fashion industry is set to be worth £30,73 billion. This means plenty of competition and that an effective marketing strategy is needed to carve out your niche and rake in your share of the income this industry creates. With changes entering the e-commerce fashion manufacturing field all the time, you must be prepared to evolve constantly and keep an eye on the trends. We help you with this latest 2023 guide to digital marketing for fashion e-commerce stores.Change to E-CommerceDespite statistics indicating that the fashion industry will expand from £360.7B to an income of £534.5B between 2018 and 2022, nearly 2,000 fashion stores decided to close their doors. This huge discrepancy is due to e-commerce taking over and pulling customers from in-person clothes shopping.
The writing is on the wall. Consumers have dictated a preference for getting their clothing online as opposed to going to a bricks-and-mortar shop. If you are still clinging to the traditional way of doing business, it is time to change to e-commerce or risk losing customers to the internet.The Basic RequirementsYou will need a website. This is not as difficult as you might think. By following a step-by-step guide to creating a website, you can be up and running with minimal hassle or time lost.
Make sure your website is designed for mobile users. Many consumers use only their smartphones for online fashion shopping, watching movies, emails, and social interaction. You lose out on this pool of potential customers if you are not mobile-friendly.
The site must automatically adjust its settings for the type of screen it appears on so that users can read the text easily and navigate effortlessly. A poor experience, if you have not developed your website to accommodate mobile-phone users, will result in potential consumers leaving your page and exploring other options with your competitors.Social Media PresenceA social media presence will maximise your opportunities to reach more customers and make a profit. As a fashion retailer, you are sitting with great prospects on social media, such as being able to promote your goods on Instagram. By integrating with Instagram, Facebook, and Pinterest, for example, you enable customers on these channels to make instant purchases of your products the moment they see them, if they like them.Using an InfluencerUsing an influencer is one of the best ways to get a captive audience that are likely to follow the celebrity and buy your product if they are seen engaging with it. For example, getting an influencer to don your fashion brand results in fans being influenced and wanting to wear the same item. This, naturally, leads to more sales for you.
You need not acquire the services of an outright celebrity or macro-influencer. A micro-influencer may have less followers on social media than a macro-influencer; however, their fan base is highly engaged and prone to being influenced. The quality of followers is thus equally important, and not only the numbers. What matters is how well the brand message is carried over so that this turns into sales.Artificial IntelligenceChatbots are an outcome of artificial intelligence (AI) technology that all businesses can leverage. If you don’t have a chatbot, it is likely that your competitors do. When a user reaches your website, the chatbot is instantly available to reply to questions and help the shopper follow the process to making a purchase.
You need the backend of a chatbot’s design to enable it to answer 80% of user enquiries (as long as the incoming interactions with the chatbot do not exceed 1,000). This is fine for the small e-commerce fashion company. The chatbot can route the remaining queries that it could not deal with to an email-response request form, or even to a service rep. However, just consider that the chatbot will function 24/7, while your logistics might not allow for a direct e-conversation with a rep over the same period. Having a back-office rep or yourself to deal with these queries during certain hours should suffice.PersonalisationFashion marketers and their cohorts from other industries have largely taken on board that their customers want personalisation. This means that when your company sends a message to a prospective or existing customer for a promotion, three-quarters of consumers prefer that you use the person’s name. But consumers can become annoyed by poor marketing strategies that deliver generalised information that is not specific to a person’s tastes or preferences. This involves an even greater degree of personalisation and requires that you analyse user behaviour and track their personal likes and dislikes.
Additionally, statistics indicate that 43% of sales are dependent on a promotion or a personalised recommendation. When creating effective promotional marketing, a company must consider how to personalise it to their targeted customer demographic. You need to also satisfy customers who bought from you so that they continue to promote your brand. Streamlining your CompanyA no-middleman company will help you keep costs down, since there will be no need to plan for storage, for example, (through fulfilling placed orders only), while providing a consistent high level of quality due to their experience in the e-commerce field. This is especially important in a fashion industry where items move quickly but there is a lot of personal preference across standard items. For example, everybody needs a swimsuit and there are limited cuts to choose from.
But every buyer wants their purchase to be special. Using these standard cuts and adding your personalised logo and design will make you stand out if you know how to appeal to the consumer base you are targeting. You can focus on designing your white-label merchandise brand by streamlining your company and you are freed to place all your efforts on your marketing strategy, while even fulfilment is handled by this partner. Focus on Your VisualsEvery image of your product is a sales pitch. It is seen by any number of consumers who could fall into your targeted customer personality group. Poor quality images will hurt your brand, making you seem unprofessional. Make sure you are happy with each shot from the angle to the lighting before you publish it.
The fashion industry belongs to those who embrace e-commerce and know how to excel at it.
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