Five content strategy tips for fashion brands
Love to grow your fashion brand and find new loyal customers? Discover five content strategy tips you need to stat using.
Content is king – or should we say, queen, when it comes to making your fashion brand shine. Content strategy deals with everything about content, from planning, creation, and delivery to audit and governance. Here’s how you can elevate your brand effectively through a winning content strategy.
Starting your fashion brand might be daunting at first, but being part of the fashion scene might just be scarier. You’ll have to compete with household names and thousands of other brands, some of which might bear resemblance to yours. But besides having a unique brand identity, what can set you apart from other fashion houses is the way you communicate that uniqueness.
Having a solid content strategy means setting goals for each content platform, planning content topics and formats, and then setting up a content process to actualize your goals. Generally, your entire marketing strategy should be customer-centric.
In this article, we detail five tips to help you focus on your customers and ultimately enhance your fashion content strategy.
1) Make sure you have the basics: a website and mobile presence
With hundreds of physical shops closing down in the past year, the future of commerce has been uncertain. Even in the fashion industry, almost 30 big brands have announced major store closures. However, it is clear that online shopping is the direction that more and more customers and companies are taking.
That’s why there is no excuse for you not to have your own website in this day and age. Plus, your website should be mobile-friendly considering that several individuals surf the internet using their smartphones.
Having a website that runs smoothly on computers and mobile phones is central to your content strategy. After all, where else are you supposed to put most of your content? An integral element of communicating your identity online is your brand voice, or the way you talk to your customers based on your established brand identity.
Make sure that your voice is in line with your overall identity. If your brand caters to Gen Z women, speak in a language they understand. Yes, that includes incorporating their slang. Last but not least, ensure that your digital marketing strategy should be in sync with your brand voice. So, go beyond learning lingo.
2) Maximize the power of social media and tech trends
A social media page is as much a necessity as a website. The types of content you can post and the types of audience you can reach differ from one platform to another, so it’s best to study each social networking site before launching your page. Fashion brands outnumber other types of brands on visual-focused social platforms Instagram and Pinterest, but we’ll talk more about visuals later.
We can’t discuss social media’s central role in marketing without mentioning influencers and celebrities. Naturally, people are drawn to fashion icons and getting your brand endorsed by an influential fashionista will definitely pull up your sales and brand recall. A word of caution, though: choose influencers who will represent your brand’s values, not just your aesthetic. On the other hand, you may also want to shine the spotlight on your customers by looking into user-generated content on Tiktok.
Another tech trend you should not sleep on is augmented reality (AR). Though fewer people shop in brick and mortar stores nowadays, you can let them “try on” outfits by uploading their photo and using your partner AR app.
3) Invest in your visuals
Do you have a professional photographer? What about your own YouTube channel? Photos and videos are integral to any marketing campaign, but for fashion brands, they are even more vital. Who would buy your clothes if the photos are too blurry? Customers won’t even give them a second look.
Meanwhile, videos provide extra information, too. They let customers see how the fabric clings to the wearer’s body, and how the clothes would look when one moves in them. Professional photography and video editing might cost a lot, but not having high-quality photos and videos will cost you more.
4) Prove that you’re an industry expert
Beyond aesthetics, people look for depth especially in industry knowledge. It’s easy to claim that you’re a fashion expert, but how exactly do you prove that? Featuring the latest fashion fads, or even weighing in on the hottest trends is one way to show how much you know.
Moreover, you can publish a style guide, or share styling tips for different occasions and kinds of people. Having a blog where you can publish all these long-form articles can boost your exposure. And remember to pair the text with attractive images.
5) Show customers you care about them
Gently remind customers when they leave items on their shopping cart. Greet them on their birthday and offer a special discount. Reward loyal customers by forming a loyalty program and giving them privileges.
If you don’t want to give away products at random, then come up with a fun contest that will encourage customers to talk and post about your company. Ask customers to give feedback about the content you produce and consider their comments when you revamp your content strategy.
Ready to fashion a customer-focused content strategy?
These are just some of the ways to show your customers that you value them. Additionally, in keeping with the current drive for social justice, you can support a cause that would resonate with your audience.
Ethically sourcing your materials and observing good labor practices are just some of the ways you can make customers feel great about patronizing your brand. Using all these techniques will foster long-term customer loyalty.
Fashion is a highly competitive arena, to put it mildly. So, in a sea of fashion companies, how do you stand out? Follow these five content strategy tips:
- Establish a strong online presence – on desktop and mobile.
- Cash in on social media and technology trends.
- Capitalize on photos and videos.
- Flaunt your fashion expertise.
- Love your customers and make them feel it.
Photo by Brooke Cagle
