The fashion industry continues to expand, and yet undeniably, some brands are cornering more of the market share than others. Why do some brands die out while other similar ones thrive? The answer lies almost entirely in marketing. Producing a quality product that fulfills an existing need is only one part of the process. You also have to get that product in front of the appropriate consumers and convince them to buy it. The key to that is both marketing and doing it correctly.
Being familiar with demographics is the first crucial step to getting your product seen by the people who need to see it. Sixty-six percent of active users on Instagram are between the ages of eighteen and thirty-four. If you’re targeting that age range for your product, Instagram is a good place for you to advertise. Facebook advertising, when used correctly, can garner many hits with surprisingly small budgets. Social media in general is a necessity these days for generating buzz about a brand. The more “sharable” the product, the better. Word of mouth hype can be generated by customers sharing photos of their latest buy. Free advertising is the best advertising, so it never hurts to make your ads share-friendly.
The strength of e-commerce is growing steadily. Consumers shop online more and more, so your Internet presence must be a show stopper. You also need a mobile site that’s user friendly, comprehensive, and professional looking. Clothing in particular is bought online, so if you want to start a brand identity or grow your current one, it’s essential to stay up to date with trends in online shopping. Other uses of technology that can grow your brand are as simple as having an email signature with your logo and a link to your website, and also producing an email newsletter.
Once your product has reached the correct potential consumers, there is one final important key to success: the customer has to like it. Word of mouth advertising is effective because people trust their loved ones. If a friend or family member speaks highly of your brand to everyone they know, that can be more effective than a paid ad. Customers respond to ethical business practices. Produce a great product, and the rest will follow.