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19th of January 2018

Women



Building a Great Online Fashion Brand

online fashion brand

Sponsored by Shopify:

Online clothing stores are sprouting like mushrooms all over the Internet, and it’s hardly surprising at all. The convenience of shopping online is a major benefit in itself. You can look at several sites all at once without having to waste time and energy walking around from one place to another.

In the age of e-commerce, businesses are up against one another in attracting the attention of potential customers. There are only so many ways to convince a buyer: discounts, personalized correspondence, and excellent customer service.

It all starts with the brand, however. What your brand represents you, and how your customers respond to your brand is essential in a successful business venture. How do you make your brand leave a lasting mark on your customers? Here are some suggestions.

Research

When you create an online clothing shop, you’re not just randomly putting things you like up for sale or investing the minimum effort. While you’re establishing your company identity, you need to know exactly what you want to offer to people.

Attending seminars may sound old-school, but listening to industry professionals and key players will give you an understanding of the current realities of the business you’re getting into.

Trade shows and showrooms are great places for you to pick up ideas on how to make your own business better. Look at what the competitors have been doing, and try to spot gaps in their offerings. You can build your brand on the idea that you can bridge those gaps.

At the same time, you also have to know what people want and what the trends are. Identify your niche, and use that to come up with your marketing strategy. Are you going to sell party dresses to women in their mid-twenties? If so, your clothes and your advertising campaigns must reflect the values and mind-set of your target demographic.

Keep It Real

“Humanizing” the business will attract customers. Post photos of customers wearing your products. Others who view the photos will see if your products are true to what you say they are. People will know that other people actually respond to you and represent your brand.

If there are negative reviews, you can post them on your website. Verify those claims, and trace where the problem lies. If there is fault on your part, don’t be afraid to admit it. Instead, make amends to the customers and assure them that such mistakes will not happen again.

Don’t allow obscene language and rude comments, however. Filter posts that mention competitors.

Tell a Story

Your brand is not something you just declare your company is. People need to see, feel, and experience the brand for themselves. That’s where an elaborate marketing strategy comes in.

Language is important, as your word choice and the tone of your content will influence how customers perceive your company. Smartly worded captions and relatable blog posts pique their curiosity and entice them to read on.

Visuals, such as the site layout and photos, reinforce the image your brand is projecting. They show customers the functional and physical attributes of your brand, so they should show a unique positive image.

Look books are also effective tools to promote your brand. Put together various items from your clothing line, and show customers how they can wear your clothes. A look book educates customers on clothing choices and helps them cultivate their own fashion sense.

Creative packaging allows your product to stand out from the rest and helps people identify your brand right away. The efforts in your packaging add to your brand’s value when customers are impressed with what they can see.

Language, graphics, and packaging all contribute to your brand’s image, so these three elements should be consistent in what they are promoting and how they do it. They influence what readers can associate with or think about your brand.

Be Accessible

Emotional connectivity is one way of ensuring customer loyalty. Customers will feel valued when you respond to their comments on your social media posts. You address their emotional need (e.g., the need to feel confident, important, or unique) when you take the time to listen to what they think about your product.

Aside from that, your online store should be accessible in such a way that nothing hinders or makes a negative impact on the shopping experience. You can expand your audience reach and identify your ideal customer when you make wise use of search engine optimization (SEO) and social media marketing.

Take Note

Building a brand is a painstaking process, and it’s not enough to just have a vision of what you want your clothing line to be. You have to consider your brand’s position in the market and how you should reach out to your target audience.

Thorough research of your market and its demands will help you develop a strategy to sell your brand and differentiate yourself from your competitors. All your marketing efforts and materials should be able to convey your brand message consistently across different channels.

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