Brand recognition and brand awareness are perhaps the most important assets that a fashion label can possibly have. This is due to the fact that the brand itself is a factor in one’s decision-making process of whether to buy an item or not. So, how does one make a breakthrough as a new fashion brand? Even though such a thing may sound quite difficult, the truth is that such an occurrence tends to happen far more often than you would expect. So, with that in mind and without further ado, here are the top six tips you need to follow in order to make it.
1. Make an Online Presence
The first thing you need to do is put your brand out there. We’re, of course, talking about you making an online presence. The best thing you can do in this kind of situation is to start with a professionally-made website and then proceed to create an official profile on a number of social media platforms. You see, platforms like YouTube, Instagram and Pinterest are especially effective in the fashion industry as potential sales funnels. So, make this your number one priority.
2. Make Some Hi-res Images
The key thing in selling your fashion brand is to create a visual appeal for your target audience and the simplest way to do so is with some hi-res images. Still, the quality of the images is not the only thing worth taking into consideration here. The technique matters just as much. For instance, when it comes to the piece of clothing that you’re looking to promote, you should definitely consider photography techniques such as ghost mannequin photography. This will help increase the immersion of your customer base, seeing as how they will be able to envision themselves wearing your label with ease.
3. Invest in Video Marketing
A lot of people distrust images, seeing as how they’re quite easy to process in Photoshop and manipulate. Doing the same level of visual filtering with video is far more complex. So, by using video, your audience will have an easier job figuring out everything that they need to know about your products. How do they fit? How does the material behave when worn? What are they great in combination with? Nevertheless, this requires a high level of production skills that you may lack, which is why you may need to look for some video editing aid.
4. Consider Old-school Marketing
Keep in mind that offline marketing might still have quite an impact on the world of fashion as well. Even if your business mostly operates online, your digital footprint can still greatly benefit from an investment in old-school marketing methods. In fact, there are a lot of instances where these two aspects go hand-in-hand. For instance, you can contact an agency such as Infostarters to help you transform your online product catalog into a brochure. This way, you can distribute your offer amongst the offline crowd, thus considerably increasing your reach.
5. Get in Touch with the Right Influencers
In this industry, it’s incredibly important that you connect with the right influencers. Sure, ideally, your brand would be worn by a person of a major influence but enlisting an A-list celebrity or even attracting their attention can be incredibly difficult. Instead, you might want to get in touch with appropriate micro-influencers. These are the people within the fashion industry that have a large follower base amongst your target demographic. Then again, there are others that you could use, as well. For instance, if your label specializes in workout apparel, you should also look for fitness influencers, local sports stars, etc.
6. Understand the Competition
One of the most interesting things about the fashion industry is the fact that not all your direct competitors are necessarily your rivals. You see, there are not a lot of people out there who are loyal to one brand exclusively. In other words, just because someone bought from your rival, this doesn’t mean that they won’t buy from you as well. In that light, successful promotion of a fashion label doesn’t necessarily include outcompeting others but rather, standing out on your own.
Now that you have these six ideas, it’s your job to set the strategic direction of your brand. All of the above-listed can be applied differently on a luxury brand than it would be on a brand that boasts its frugality. Remember, both have their own appeal and their own target audience. These, nonetheless, are the issues of brand identity that you have to resolve on your own.
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