Digital marketing for fashion brands is not a bolt from the blue. It has steadily come to the fore with the advancement of technology in the fashion realm. In fact, it is all around us, only that we don’t realize it without tallying our experiences with the definition of digital marketing.
In the strict sense of the word, marketing is to sell a product to consumers. It has been in the air with the posters and fashion catalogues that attract us to the product on display. In the context of digital marketing, marketing simply assumes the digital channels to tap into a wider pool of audience.
Financial Times Lexicon defines digital marketing as, “The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet.”
The channels of digital marketing are, therefore, not limited to e-marketing. Rather, these encompass mobile phones, digital advertisments, social media marketing, and search engine marketing. To this end, psychological campaigns to influence consumers are common.
Examples of Fashion Digital Marketing
There are several instances of digital marketing for fashion brands. A case in point is Nasty Girl, an online fashion retailer that boasts a rich digital history. The brand has worked hard to create a personalized brand image with the aid of digital tools.
The story of the CEO, Sophia Amaruso, crafted and furthered the ideology of feminism; underscoring the outdated gender pay gap issues. It waters the notions of feminism and aims to unite woman in the business world. As a means to this, the term ‘Girl Boss’ that is frequently touted over the internet these days was coined from this story of the CEO.
Such an approach folds a powerful underlying sentiment that made waves immediately, carving an undeniable place for the Nasty Gal brand. Another quirky digital marketing example can be seen in the growth and progress of FrankBody.
This skincare startup started its online operations with only a budget of $5000.The brand concentrated on a digital campaign of natural skincare that is cruelty-free. It took to social media marketing via Instagram and its widespread use of hasttags to get the necessary attention to their natural skincare product, coffee scrub.
Reports suggests that in a year’s time to the launch, the brand’s account accrued “over 350,000 followers with over 25,000 user-generated posts under #thefrankeffect.” Likewise, Nike advanced a digital marketing campaign in 2015, touching another relatable point. It doted the connectivity between sports and self-esteem to curate the ‘Better for it’ campaign. Such a campaign also reflects Nike’s brand identity.
Digital Marketing Trends for the Fashion Industry
Social media has empowered the audience. Subsequently, an amalgam of the trendsetters, general population, and fashion influencers have come up with the ideals of self-expression and personalization. As a result, this core concept has been adopted by digital marketing, such that several campaigns focus on self-expression and empowerment. Such an expression in a brand’s digital marketing arrests a lot of attention.
‘Customer is king’ holds true for fashion businesses as much as for any other businesses. In this regard, the weapons of digital marketing are trained over this trend of consumer-centric approach. Social media, in particular, has empowered the fashion industry to better reach its consumers, get direct feedback, and interact productively.
Churning online content is an important part and parcel of digital marketing. Blog posts, e-magazines, press releases, online articles, and social media posts as part of the digital marketing fashion trends are significant. These help in numerous ways including personalizing a brand, revealing current trends and fashion updates to their customers and readers, and boosting user engagement. On top of it, blog posts are essential tools to interact with the audience.
Mobile commerce is another important trend of digital marketing for fashion brands. Surveys reveal that 1.6 billion people shop online via their smartphones. It is only natural to tap into the potential of marketing facilitated by these hand-held, addictive devices. In such a case, apps are essential vehicles of digital marketing that allow consumers to place orders and purchase their favorites without having to dress up and drive through the crazy traffic to get to the store.
Another key trend in fashion digital marketing is taken over by celebrity endorsements. Celebrities have a massive following with folks more than willing to wear whatever they do. The heavy influence is the reason why celebrity endorsements for fashion brands are successful.
Social media influencers
The fashion gatekeepers and trendsetters are changing as social media penetrates deeper into the lives of individuals. It is only wise that digital marketing sees potential in such social influencers to attract more people to the brand. A case in point is Burberry. The fashion mogul selected David Beckham’s teenage son as their photographer over any other photographer. The reason behind this is simple, he has an Instagram following of 6 million.
All these factors show how influential digital marketing it, its success in the current world of e-connectivity, and the trends that it is adapting to get the fashion industry greater traction. Social media is only a tool used by digital marketing, albeit a highly influential one. Putting together this branch along with mobile marketing, e-mail marketing, content generation, and more shows how successful digital marketing for fashion brands is.