In the modern fashion world, where competition is extremely high, competent marketing is the key to the success of any brand. Today we will look at several key strategies that will help fashion brands strengthen their positions in the market.

Initially, you need to determine your target audience. A deep understanding of the needs, values and lifestyle of your customers is the basis of any successful marketing strategy. Market research, competitor analysis, and the use of social media and focus groups will help you create an accurate portrait of your target audience.

A good example is the American brand American Eagle conducted a large—scale study to better understand its target audience and it turned out to be, for the most part, millennials. As a result of the research, the brand changed its positioning, focusing on authenticity, inclusivity and sustainable development, which led to a significant increase in sales and made the brand No. 1 among young people.

Creating a unique brand. 

Developing a recognizable brand is what sets you apart from your competitors. Defining your unique selling proposition is what makes your brand special and valuable to customers. Think about your history, values, mission, and positioning. For example, the Nike sports brand positions itself as a brand that inspires people to achieve their goals. Their slogan "Just Do It" has become one of the most recognizable in the world, and their marketing campaigns are always energizing and motivating.

AE and Nike advertising campaigns

After we have identified the target audience and understood what makes our brand unique, we need to create communication channels so that a potential buyer can easily find information about products, order methods and, if there are any, physical points on the map. And we move on to the next point of the successful marketing strategy.

Creating an omnichannel experience.

Modern customers want to make purchases in different ways: online, in offline stores, through social networks. Provide a seamless experience across all channels so that your customers can easily interact with your brand. Use the website, mobile app, social media, email and other channels to create a unified brand image.

Burberry has successfully integrated online and offline channels, creating a single shopping platform.Customers can start searching for an item online and then complete the purchase in a physical store. The brand's website is very easy to navigate, there are laconically distributed categories — there are only two of them, for women and men, respectively, plus a separate category — these are their legendary trench coats, which is what the British brand is famous for in the first place. And now the brand's clothes can be ordered by delivery by the official Burberry service to your address. That's so easy and convenient!

An important point is also creating and distributing interesting and useful content — this is a great way to draw attention to your brand.

Use blogs, articles, videos, infographics, and social media to share your experiences, inspire, and inform your audience. Collaborate with influencers of different scales to reach a wider audience.

For example, the brand SKIMS. Its founder, Kim Kardashian, needs no introduction. Kim has a great background in media and is famous for her feminine forms, and her brand is a direct positioning of her lifestyle. Skims offers a wide range of sizes, colors and models so that every woman, regardless of the type of figure, can find underwear and clothes that will suit her perfectly. The brand positions itself as inclusive and body-positive, actively using models of different shapes and complexions in its advertising campaigns.

Skims actively uses social media to promote its brand. Kim Kardashian and other stars regularly wear Skims and share their photos on social media.

The brand also collaborates with influencers and conducts marketing campaigns aimed at inspiring women and encouraging them to love themselves. One of the recent campaigns is a shoot with actress and singer Sabrina Carpenter.

Personalization

Customers appreciate a personalized approach. Use your customer data to offer them relevant products and recommendations. Offer the opportunity to subscribe to newsletters, create wish lists, and participate in loyalty programs. But what customers value most is the opportunity to contribute to the creation of a product, change the design based on personal needs, and even see their name on the bag of their favorite brand. This is how the Bottega Veneta brand offers its customers a unique opportunity to personalize their purchases. Their Initials project allows each customer to put their initials or phrase on the desired product. And if it seems to you that the handles of the bag should differ from the main material, then the store managers will send a request to the Italian office. And if your ideas about design coincide with the philosophy of the brand, your order will be fulfilled.

The impact of social media

Social media is a powerful tool for promoting your brand. Create interesting and attractive profiles, communicate with your audience, hold contests and sweepstakes. Collaborate with micro and macro influencers to reach a wider audience. Experiment with advertising companies and implement AI to attract even more new audiences. An interesting campaign was recently launched by the brand Alexander Wang — a collaboration with hip-hop artist Ice Spice, namely a huge inflatable doll of the singer drove a truck through the streets of New York. This advertisement immediately went viral and spread all over the fashionable public. Another example of how unusual it is to show your product is the brand Jacquemus and ballerina shoes from the new collection that the brand offers... to eat? Yes, the brand's creative director, Simon Porte, has been flirting with the topic of food for a long time and loves using artificial intelligence to advertise his brand.

Alexander Wang and Jacquemus advertising campaigns

And of course, the sustainable development of your brand, this is the key to success. When you feel like yourself, your brand, and the direction you're moving in. It's always a risk and learning new things. It's "keeping your finger on the pulse." This is knowing what to do in case of failure. This is not to stop and perform feats. This is you and your future.

Do you want to keep up to date with the main events in the fashion industry and brand news?