Another well-known term would be the ‘sizzle’ – extend the brand online – achieved through providing new propositions, new offers and new experiences online including building communities. This helps to improve branding metrics such as brand awareness, reach, brand favorability and purchase intent. Source: Chaffey and Smith, 2016

 

One of the Chaffey’s channels of Digital marketing is the Online PR Channel which looks at some of the online communications used. Online PR includes all forms of internet publishing such as the publisher outreach, community participation, building links to a website, shareable content for social media, media alerting and brand protection (Dave Chaffey)

Fashion digital marketing has been well-used to increase sales, improve brand image and perception, making it easily trackable in order to gain feedback and progress on campaigns to get your product in front of the eye of the customer.

So, here we’re going to look at 3 approaches fashion digital marketing companies take in order to enhance their ‘sizzle’:

1. Target Facebook auditory using ads to increase conversion rates

As people nowadays are getting harder to convince due to increase in market penetration, users need more convincing before they visit your website. You can reach those people with ads which represent your brand, and could add discount code to the ad or a different kind of promotion to trigger higher ad response.

Here is an example of how fashion digital marketing has helped an Italian company producing sunglasses, which experienced a massive increase in their sales. Download the case study here: https://content.uhurunetwork.com/case-study-fashion-brand-facebook-ads-mazuum

 

2. Run a Christmas promotion and get your target audience aware of your brand

Doing a Christmas promotion might include the use of a promotional code, discount offer which offers a percentage off on different clothing range, so you would be able to switch customer’s vision about your products and expand on your range. The digital marketing strategy would consist of doing an email campaign over Christmas offering those promo codes which would get them engaged providing different initiatives to buyers.

Other seasonal promotions would be beneficial around Easter or New Years, for example offering a discount on a luxury dress which could be worn at the occasion offering that high-class festive feeling.

Please don’t forget that all of the festive promotions should be shared across all social media platforms!

3. Social Media – The year of Instagram

This year, Instagram seems to be the fashion world’s platform of choice. Sourced by Roderick, Leonie (2016) Figures by digital marketing agency Greenlight show that there have been 5,602 Instagram posts using #LFW2016 in the month leading up to London Fashion Week 2016, compared with 1,178 Twitter mentions over the same timeframe.

After 6 years of the making of the app called Instagram, the app was firstly seen as “gimmick”, but then progressed over time to provide incredible insights which open the intimate part of the retail clothing/retail experience, which usually remains wrapped for consumers.

R, Leonie (2016) comments that the visual nature of the platform means that brands aren’t just able to show off their products – they can also sell a lifestyle. It also stills consumers’ fear of missing out. And to add, in a lot of visual ways, Instagram does the job which a fashion magazines would do, bringing the exclusivity to the global market audience, which gets much appreciated by the audience, as concluded by Andrew Hall, retail consultant at Verdict Retail.

Marketing Week (2016) presents recent figures which show that 30% of shoppers are now choosing to research clothing online prior to making a purchase, the role of digital media within the fashion industry is of increasing significance. Despite that, in an increasingly digital era, the allure of fashion magazines shows no sign of abating.

For digital-savvy brands however, the popularity of interactive magazines have a massive potential for fashion content marketing which combines the traditional way and print publications with the unique flexibility of digital platforms magazines can reach another potential target market and start drive traffic into e-commerce pages online. The increasing number of articles that can be shared across the platform, the interest of interactive magazines would continue to grow within the fashion industry.

You can also look at some inspirational examples of fashion content marketing:

https://www.ad-rank.com/5-great-examples-fashion-content-marketing/

 

Thank you spending the time to read this article!

#bbsdigmarket

 

Sources:

Ad-Rank, (2016) ‘How fashion brands can use interactive magazines’. [Online] https://www.ad-rank.com/how-fashion-brands-can-effectively-use-interactive-magazines-as-part-of-the-marketing-mix/ [accessed 28 Dec 2017]

Brand Quarterly, (2017) ‘Fashion Brands Adapt To Socially Conscious Digital Marketing Strategies’. [Online] http://www.brandquarterly.com/fashion-brands-adapt-socially-conscious-digital-marketing-strategies [accessed 28 Dec 2017]

Chaffey (2014) SmartInsights, http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

Chaffey, D., & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy. Implementation and Practice: Pearson.

Econsultancy, (2015) ‘How fashion brands are setting trends in digital’. [Online] https://www.econsultancy.com/blog/66501-how-fashion-brands-are-setting-trends-in-digital [accessed 28 Dec 2017]

Girling, B, (2015) ‘The Rise of Truthful Marketing’. [Online] http://digitalmarketingmagazine.co.uk/articles/the-rise-of-truthful-marketing [accessed 29 Dec 2017]

Marketing Week, (2016) ‘How fashion brands are taking Instagram from gimmick to strategic’. [Online] https://www.marketingweek.com/2016/02/17/how-fashion-brands-are-taking-instagram-from-gimmick-to-strategic/ [accessed 29 Dec 2017]

Ve, (2016) ‘5 Upcoming Trends for the Digital Fashion Industry’. [Online] https://www.ve.com/blog/5-upcoming-trends-digital-fashion-industry [accessed 29 Dec 2017]

Uhuru, (2016) ‘Fashion Digital Marketing: 12 Creative Ideas to Market Your Fashion Brand & Increase Sales’. [Online] https://uhurunetwork.com/fashion-digital-marketing/ [accessed 29 Dec 2017]