5 Marketing tips for the fashion industry.

Fashion is one of the most present sectors on the internet. Fashion e-commerce tops online sales rankings, with 47% of buyers.

What to position in this market already saturated and competitive? Techniques such as Inbound Marketing have come to the sector to revolutionize the way of communicating fashion. We invite you to follow these guidelines to adapt to new consumer trends and get more customers.

1. Take advantage of omnichannel

The omnichannel or multichannel in the fashion industry becomes increasingly important. Keep in mind that searches are no longer done only through a desktop computer, today most customers use their cell phone or tablet to buy online.

The creation of an application can be a determining point when it comes to strengthening the buyer. In addition, through the APP you can send all kinds of offers and offer the consumer an additional service.

2. Use Inbound Marketing

The creation of content of interest to attract the customer in a non-invasive way responds to changes in consumer behavior; a new paradigm that is seen even more clearly in the fashion sector. The fashion consumer ceases to be a passive receiver and is increasingly researching, and the number of fashion blogs and trends that populate the internet is a perfect example of this.

Content remains the cornerstone of Inbound Marketing: the creation of content framed within a corporate blog will improve SEO positioning while attracting many users who are interested in the type of products we sell to our website.

In this regard, it should be noted that in the fashion sector video is one of the formats that works best. The multimedia lookbooks, show the ins and outs of the backstage, a ‘making-of’ of the parade, the photo shoot, or an interview with the designer or some influencer who is an ambassador of the brand will increase the perceived value, in addition to assuming a great attraction in social networks.

In addition, creating exclusive or downloadable content is an ideal way to expand our database in order to maintain contact with users, get to know them better or establish direct marketing strategies. What can we offer them? Access to private sales, events such as parades, discounts for subscribing to the newsletter or access to other valuable content.

The fashion sector also offers us the possibility to turn around calls to action or call-to-action. In addition to using them to provide content, we can insert them into the blog to establish segmentations and more easily lead users towards the products we are talking about. For example, if you write a post about ‘The best looks to go to the beach’, invite them with a CTA to visit your hat section.

3. Empowerment of Social Commerce

Right now, Instagram is the most important social network in the fashion sector, since it works best between influencers and fashionistas. With the incorporation of Instagram Shopping, which allows you to label products, show prices and refer to the sales website to complete the transaction, the path that goes from when the user sees the product in networks, to the online shopping cart is accelerated.

On the other hand, social networks are the perfect platform to go beyond pure and hard advertising, and give a much closer version of the brand.

In your Inbound strategy, don’t forget about networks. They will allow you to create community, increase traffic and are an excellent customer service channel, providing feedback that will indicate which products work best or how to improve the shopping experience, in order to increase sales based on the indications of your own customers.

4. Use the influencers recommendations

Fashion influencers are your best option. Many gather a large community of followers who look forward to their publications and their new outfits. Working hand in hand with influencers, we give users greater credibility and confidence when shopping in our ecommerce.

It is necessary to identify the influencers of the sector that have a real influence on their followers and establish with them a Link Building strategy to improve off-page SEO. Another way to attract traffic to our website is to establish a section of periodic publication on our blog, signed by someone with influence in the sector, and that this is responsible for publishing this collaboration on their social networks.

5. Purchase Customization

Many ecommerce of the fashion sector offer the user the possibility to customize the products. In some cases there is the opportunity to design or customize the garment, changing colors, details or including any dedication or registration.

 Through this type of behavior, we are giving consumers the opportunity to define their own tendencies themselves.

There are many success stories of this type of e-commerce, since you are adding extra value to the user, and making it feel protagonist from the first moment you enter the online store.

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