Consider these statistics:
- Shoppers look online for information before (87%), during (82%), and after (35%) visiting a store. (Google)
- 75% of mobile device users indicate they go directly to a retailer’s website or app on their smart device to address their needs. (Google)
- According to a survey, 56% of marketers indicate a consistent brand experience across all channels is a top digital priority. (Boston Retailer Partners)
- Omnichannel shoppers-individuals who shop in stores and online – are eight times more valuable than shoppers who only shop in a single channel. (Macy's)
It is vital that both established and emerging brands build relationships through strategic fashion content marketing. Now more than ever, fashion brands need to embrace the “always on consumer” and establish content distribution channels to meet and engage their audience at every junction during the buyer journey. Increasingly, the consumer is both mobile and found in the digital space including multiple social media channels.
In the competitive fashion public relations and marketing landscape, the brands that will emerge successfully will be those who rise above the noise, utilize their marketing resources strategically and partner with an experienced agency.
“Targeted impactful content and influencer marketing that inspires people is what successful fashion houses are excellent at. They do not dilute their brand with run-of-the-mill content on every platform,” says Cynthia Srednicki, CEO & CMO of Dreamweaver Brand Communications, a leading South Florida based marketing and public relations agency.
The fashion marketing experts at Dreamweaver Brand Communications put together some of the latest tactics fashion brands are utilizing to leverage content marketing to increase brand awareness, retain and engage loyal customers, influence purchasing decisions and of course, improve the bottom line.
“Forward thinking fashion brands are actively taking steps to reduce the disconnect between the content produced and the purchasing process: They are intermixing shoppable content with their usual content,” explained Gerard T. Rogan, Co-Director of Digital Marketing at Dreamweaver Brand Communications. Improved e-commerce and social media technology enable brands to integrate both content and shopping experiences in new creative ways across multiple platforms. For example, Victoria’s Secret intermixes both shopping and visual content on their Instagram page.
ASOS, a leading e-commerce fashion brand has not only mastered soliciting user-generated content (UGC) and also leveraging it to drive sales and brand awareness. On Instagram, ASOS encourages users to share photos of themselves dressed in ASOS products and use the hashtag #ASOS. Curators then repost images on Instagram.
Trina Turk, a California based fashion brand is at the forefront of micro-influencer marketing and incorporated this tactic into their digital content strategy. Featuring user-generated-content images is an all-around win: Trina Turk can promote their brand through visual, valuable, authentic content, the featured customer feels like a star, and UGC drives conversations and conversion often inspires other fans to get the same look. It is important to mention that their e-commerce model is very efficient because they have stellar social media customer service and easy to remember product names. According to an eMarketer survey, 43% of US e-commerce decision makers believe that poor digital customer service negatively impacts conversion so it vital that a digital customer service program is in place.
Future Outlook: We expect more and more brands to launch shoppable content campaigns on a variety of channels, especially social media and video platforms. Instagram now offers shoppable posts and YouTube’s click to buy is just the beginning. With a focus on authenticity, brands that incorporate UGC will have increased brand exposure and sales. As technology evolves, fashion brands will need to integrate UGC on multiple channels to create authentic click-and-shop consumer experiences. We also expect brands further embrace digital customer service to enhance their brand image.
Integrated Content Marketing & Blogging
Fashion brands need to leverage the power of blogging to improve their SEO but becoming the go to hub for everything fashion. Integrating blog content, social media marketing, and email marketing builds customer loyalty across multiple channels.
A blog with a growing number of followers and reputable has an increased chance of being picked up on content distribution sites and subsequently shared across multiple channels including social media. Fashion brands wilth a strong blog will help them remain top-of-mind when consumers are ready to take out their credit card and buy. Smart fashion brands like J.Crew provide a shoppable blog experience for customers. From behind-the-scenes videos on how the pieces are made, interviews with top stylists, office tours, and style hacks, J. Crew’s embeds product and strategic CTA product links in their blog to transform the casual reader into a loyal customer.
Future Outlook: We expect shoppable content and new sales and marketing technologies within blog content and social media to become the norm. Cynthia Srednicki, CEO & CMO of Dreamweaver Brand Communications agrees with the research conducted by Forbes, “Publish or Perish” that personalization is the key to brand success. Savvy fashion marketers delivering personalized web experiences achieve double digit ROI. Fashion marketing executives will seek agencies who understand the various marketing and e-commerce platforms and provide personalized content based on preferences and user behavior to increase conversions. “Fashion has always been innovative, now the marketing techniques are catching up with the latest fashion trends,” says Srednicki.
Increased Investments in Influencer Marketing
87% of US based marketers plan to increase their budgets for strategic influencer marketing according to a recent Chute and Thuzio survey. On the corollary, 80% of US based marketers agree that they would like to measure influencer marketing campaign(s) ROI better. Working with top influencers, social media personalities, and athletes will cost brands six figure sums, so measuring ROI is vital. Since the cost of influencer marketing continues to increase there are rumors of an "influencer bubble."
Future Outlook: While some marketers expect the “influencer bubble” to burst, we do not predict that to occur anytime soon. What we do expect is that all brands, not just fashion, to become more strategic with their influencer marketing campaign spend. Since top tier influencers continue to be expensive, brands will shift towards micro-influencer marketing campaigns. Although micro-influencers have a smaller audience base, their audience is more engaged and devoted to the benefit of the brand.
Fashion content marketing is only successful when brands tailor the tactics to fit their unique brand and their customer base. With over 20 years of fashion marketing, celebrity dressing, and fashion PR, Dreamweaver Brand Communications will help your brand reach customers through personal, authentic, and relevant brand messaging across multiple channels. Like with every fashion trend, it comes down to taste. Not only do consumer want a great experience, consumers now demand that the lifestyle brands they engage and purchase from share their taste and values. Let Dreamweaver highlight your brand’s DNA to consumers at every touch point, both on and off the runway.