• Marketing Strategy
  • Fashion Marketing
  • Fashion Brand

Fashion customers have become more demanding: they don't want to buy just a product. They want to buy a story, a lifestyle and real emotions. Therefore, a fashion brand needs a good marketing strategy in place to stay ahead of its competition and address its audience’s needs.

Fashion is a hyper-competitive industry and every fashion brand needs a good marketing strategy in place to stay ahead of its competition. As already said, customers have become more demanding: they want to feel part of something bigger. How to do that?

Define your brand. First of all, it is crucial to establish the essence of your brand in order to incorporate it into every marketing method you employ. You should begin with the definition of a simple and memorable brand statement, then you can develop it by writing your brand story.

Put customer’s interests first. Never forget to put yourself in your customer’s shoes and think beyond the scope of your product and its characteristics. Of course, you also need to figure out how and where to reach your audience: think about your customer’s habits, what types of content they prefer and where they prefer to find it.

Speak about the product. In the classical marketing framework, “product” is defined as an item or service that meets a consumer’s need or desire. However, fashion products are often designed to fulfill a desire that doesn’t exist yet and it needs to be unleashed, using various marketing strategies. So, rather than focusing on the product itself, you should create content to sell its desirability and the benefits it promotes. To this extent, you should give your product a story to tell that is memorable, compelling and relevant to what your audience wants.

Hype before the launching. When you finally get to share something you created, your audience should already know what it is about. A good marketing strategy begins before your brand and your products are launched: you should create some hype sharing targeted contents and your brand story on different channels. For instance, you should consider newsletters, blog posts, social media and, most of all, your website.


Enlarging your audience

Fashion brands use partnerships and collaborations to combine different worlds: wearable and unwearable, mass-market and luxury, sports and fashion. In this way, they can extend both a product line and their audience. Likewise, celebrity endorsements and influencer marketing attract a new loyal customer base. Indeed, fans or followers trust their opinion and choice. You can also create clubs to attract people who share your own values and interests, or you can organize exclusive events to offer memorable experiences.

Doing product drops

Drop culture is an effective marketing strategy to address the young generation of shoppers. A drop consists of releasing a limited-edition product or collection in small quantities. Here, social media are crucial: sudden product drops generate huge buzz and excitement and, moreover, they form an engaged community. This is an appealing way to keep up with young customer’s demand for instant gratification, constant novelty and cultural exclusivity.