Digital and sustainability are two areas that will offer fashion’s biggest opportunity for growth in 2022, according to a McKinsey report. We can expect more fashion brands to look for creative ways to capture consumer attention and unleash online creativity as a result. So how can your fashion brand stand out from the crowd? One effective way to increase sales and revenue is using digital marketing.
But with the sphere of digital marketing being so vast, where do you start? That is exactly what we will talk about in this article — digital marketing ideas to help you start your journey and grow your fashion brand. We will take a look at ideas across various content verticals including images and videos so that you can get a holistic understanding of how you need to approach this.
Here are the ideas we will cover:
1. Invest in video marketing
2. Run paid ads across platforms
3. Build your digital presence through social media
4. Create a user-friendly website
5. Create Facebook & Instagram shops
6. Create style guides for your products
7. Invest heavily in influencer marketing
8. Launch affiliate programs
9. Run giveaways for brand awareness
10. Grow your email list
And if you stick around till the end, we also have a BONUS section on fashion digital marketing best practices that will help you hit the ground running.
Let’s get started.
Why must fashion brands use digital marketing?
Building a fashion brand in today’s highly competitive environment can be a tough job. This is where marketing in general and digital marketing, in particular, comes into play. It can help you get the word out about your brand, get more people interested in what you have to sell, and also help you gain a loyal customer base that continues to buy from you. To that effect, here are three reasons fashion brands must use digital marketing:
- Digital marketing allows fashion brands to build brand awareness - Consumers can’t buy from you if they do not know you exist. Marketers therefore can use digital marketing to reach more people and spread awareness about their offerings.
- Digital marketing can help drive website traffic- Whether you go the content marketing route and optimize your website/ other assets for SEO, or you use social media to create engagement and awareness, digital marketing can help drive relevant consumers to your website.
- Digital marketing can help you get credibility and support as a brand - When your fashion brand starts engaging with customers on social media, it is also possible to get support from interested influencers, experts, and other digital trailblazers to increase your reach. Getting these people to endorse and refer your products allows you to gain credibility and increase the value of your brand in the eyes of the customer.
Whether you are a fledgling fashion house, just starting to dress up your digital strategy, or a brand looking to grow your presence online, here are 10 fashion digital marketing ideas to help you along.
10 Creative fashion digital marketing ideas to make more sales in 2022
Video ranks on the top of our list of fashion digital marketing ideas because it is by far one of the most versatile tools you have in your marketing arsenal. Videos allow you to give your viewers a real-time experience of what an item of clothing looks like when someone is wearing it. They help build trust, and they are far more interactive than static posts.
You can therefore use videos to build genuine relationships with existing and potential customers, improve your sales, and simultaneously keep building a brand. For instance, check out this video by athleisure brand Popflex Active. It provides a low down of the exact features this garment has (and what separates it from other fitness clothes on the market):
Despite being in the fashion space, the video is educational and promotional at the same time. It tells the audience who the brand is serving, what they offer, and how it’s better than the competition. Coupled with other videos on the channel that involve styling, motivation, updates, and entertainment, they are using video marketing to its full potential. Ideally, you want to take a similar approach – create a mix of various types of videos including educational, entertaining, testimonials, among others.
But before you hit that record button to start shooting videos right away, make sure to develop a powerful video marketing strategy. First, you should understand your objective of creating videos; is this because you want to attract new members or sell a range of products you just launched? The reason could be anything. The next step is to identify who we are targeting- list their demographics, goals, challenges, and lastly, the objection to why they aren't choosing your brand. For instance, Popflex Active targets women who are starting their fitness journey and struggle to work out in gyms or outside because of the issues with ill-fitting fitness clothes. Using this information, the brand creates videos that address their pain points while helping them achieve their goals.
You can use platforms like YouTube to build your brand’s presence in the video space or you could stick to short-form content on platforms like Instagram and TikTok. Either way, you want to create videos that depict not just your products but also what your brand stands for. And you can take the help of an easy-to-use editor like InVideo to create these videos. Here’s how you can tailor your video marketing strategy for each platform:
A Facebook (Meta) survey found that Instagram is the number 1 fashion brand discovery platform. The Facebook (Meta) survey also points out that “mobile video is a powerful marketing tool for fashion brands and vertical video is perfect for mobile because it fills the entire screen and doesn't rely on the viewer having to reorient their mobile device.”
So you must have a fashion digital marketing strategy that includes Instagram videos. For instance, check out this Instagram reel featuring a convertible top by Free People.
You can easily create videos for your TikTok using InVideo’s online editor. This way you can get stunning, custom videos that you can also repurpose for other short-form platforms like Reels and YouTube shorts. Here is a laundry list of 26 viral TikTok trends with ready to edit InVideo templates that you can play with and personalize to create your TikTok videos as a part of your digital marketing strategy.
Small eCommerce brands can leverage Facebook, Instagram, and TikTok for their video marketing needs effectively. But mid-sized or larger businesses have used YouTube to build engagement with users and create an image of their brand. Everything from product tutorials to catalog and collection videos and special causes that brands stand for is represented in YouTube videos. For example, Chanel, the luxury fashion brand boasts 1.95 Million subscribers, while LV (Louis Vuitton) has 940K subscribers on YouTube.
Building a presence and a brand on YouTube might take time, but it can be extremely beneficial in the long run. Check out this guide on getting more views on YouTube to start creating videos that grab attention.
People who click on ads and come to your website are 50% more likely to purchase something as compared to organic visitors. That should tell you that paid ads are an extremely important tool in your digital marketing arsenal. Paid advertising has a very high ROI and can be a great tool to get more leads and sales in.
However, to make paid ads work, you will need to diversify. There are multiple types of digital ads that you can run for your brand including remarketing ads, pay-per-click ads, social media ads, and more. To understand the different types of ads you should create for your fashion and brand and how you should run them, check out this in-depth guide.
One thing you should consider, however, is creating video ads for your brand. Video ads have a higher return on investment and are better received by the audience. Running targeted video ads on Facebook, Instagram, and other social media channels can be a great option to create brand awareness and generate higher sales. You can announce discounts and offers, new product line launches, show off various product highlights and features, etc through these paid video ads.
For example, check out Fashion Nova’s Facebook ad featuring a pair of super stretch jeans.
The ad shows off how their product fits and stretches. It also highlights how the jeans show off your curves - an insight that Fashion Nova customers value and care for. The fashion brand understands its target consumers. They also have a clear goal with this ad - promoting their product with a discount code. This makes for a great mix, as they can deliver the right message to relevant consumers through this ad.
Insights on how you can run paid ads for your fashion brand:
- Know your target audience and what they need in connection with your fashion product. Ask how you can deliver value to them.
- Have a clear goal for your paid ad. For a fashion brand, your goal can be to gain more conversions and sell more, create awareness about a new collection or product, promote a special seasonal sale, offer or discount, etc. Based on these goals, you can choose the type of ad you need and the investment you must make. Check out this guide to understand how you can start with paid ads.
Create your own paid video ad featuring a discount, a sale, or a special offer by personalizing this eye-catching video within minutes.
Pro Tip: Interested to learn more about video marketing? Here’s a detailed guide on generating leads through video advertising that you should check out.
One of the most prominent fashion digital marketing ideas would be to get active on social media sites. This is because social media is the preferred medium of choice for people to discover new fashion brands. In fact, in 2019, 72% of consumers used social media to discover new products.
Creating an account on all social sites might feel tempting, but it might not prove efficient. Start with the two biggest channels: Facebook and Instagram to make the most of your social media efforts. And, as you move forward, you can use other social media sites, like Pinterest, YouTube, and Twitter for your fashion brand’s promotion.
The next step would be to identify your buyer's persona and what type of content they would want to interact with. For instance, if you’re a fashion brand that makes athleisure clothing, your target audience would be very different from a brand that sells dresses. This can be done by surveying your current clients or doing external research on people you think to make your ideal buyer. This way you will be able to create content that is relevant and valuable to your audience.
For instance, the brand Popflex Active, which is an active-wear brand by fitness blogger Cassey Ho, has a social media strategy built around Instagram and TikTok that focuses on sharing videos catered to fitness enthusiasts and their pain points. Here’s an example: