Marketing your fashion retail outlet is as important as sales itself. Fashion outlets have to deal with problems that are very different from other businesses. Dead stock, spoilt inventory, pilferage, and rentals are just the tip of the iceberg. Among these they often forget marketing completely.
Problems in fashion retail
Just to get to a break even point in retail, there needs to be a minimum sale every week. To earn money and make a living from a fashion retail outlet is a completely different ball game. Even if you have amazing salespeople and great stock, competing with others in your market as well as the online stores becomes a very big challenge. One of the biggest reasons a fashion retailer fails is because of lack of marketing. The three main pillars of fashion retail are quality of product, price point and marketing. We will talk about the third one which is often overlooked.
Marketing for fashion outlets
Some time back marketing a fashion retail business was much simpler – you arranged for the stock and your awesome staff ensured the sale. An advertisement on a billboard or a newspaper ad would do the trick for the next few weeks. But recently it’s becoming very difficult to stay afloat as a retailer in the fashion industry.
Digital Marketing only compliments conventional strategies, so to do well you need to keep your conventional way while adding sprinkles on the cake through your digital strategy. Let’s discuss some strategies you should implement to do well in the retail space.
Your own brand and scheme
Even if you retail for other brands, creating a brand language of your own is very important. To start with your strategy first decide these three things:
- Generate a logo through many of the free online tools
- Make sure your storefront ensures to the same scheme of colours
- Decide on some backgrounds and using them everywhere.
All three things above should appeal to your target demographics.
Registering on Google Business
Google is a very important part of all marketing strategies. So to start, you should list your shop on Google Business. After that you should make sure that Google Maps show the correct location of your choice. Walk-in customers might search for your business on Google and find your place easily.
Asking your customers to add reviews for your outlet on Google is also a very important for boosting your fashion business.
Photography, Pinterest & Instagram
Fashion is an evergreen thing on Pinterest & Instagram. Ask your existing customers to follow you and then invest in a goof photoshoot. Make sure you generate enough content for 1-2 months with one photoshoot and keep publishing it timely. But to get enough visibility you need to have some really good hashtags. Also, make sure to add location to your posts so that people find your fashion business easily.
Talk to the experts
Marketing agencies are available everywhere which work with retail outlets to boost their sales. Sometime your budget might not allow you to hire an agency. In that case, or if you have some doubts you want answers to, considering consulting with experts. Many fashion businesses consult experts for marketing help through websites like Smooper to create awesome strategies that work like magic.
Customer information is very undervalued. When someone makes a purchase make sure your have:
1. Their name
2. Email address
3. Telephone number
4. Social URLS
5. Birthdays, Anniversaries etc.
Once you have this information you can use some amazing tools to re-market to the same customers again and again. Do you know you can actually advertise to customers on Facebook using their phone numbers?
There are many software platforms which help you build pages, put your store online and sell directly from your own website. You can also start selling on existing giants like Amazon or Flipkart.
In this age, it is very difficult to make sure that the same customer comes back to you. Keep a record of your regular customers and express your gratitude by discounts, promotions, and freebies.
There are many point-based loyalty systems you can use online, paid as well as free.