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How To Build The Perfect Fashion Marketing Campaign

The fashion industry is ruthless. It’s a dog eat dog world out there with trends rapidly coming and going from season to season. As a fashion marketing expert, you need to be well prepared and ahead of the game in terms of your branding and marketing if you want to stand any chance of survival. This goes for the already established brands, as well as any emerging start-ups. Just because you might have built up a bit of a name for your fashion brand doesn’t mean that the hard work is over. In fact, every campaign you launch going forward will be watched and scrutinised even more closely, so you can never take your eyes off the prize if you want to be and remain successful. 

It’s an exciting industry and one that comes with many challenges due to its high level of competitiveness. One of the best ways to compete in this fast-paced industry is with a great fashion marketing campaign. 

Throughout this guide, we’re going to cover some of the top building blocks that make up a successful, high-performing fashion marketing campaign


9 ways to build the perfect fashion marketing campaign

1)   Website

First things first, you need a website and a pretty good one at that! E-commerce in the fashion industry is huge. In fact, with a global market value of $759.5 billion in 2021, clothing, accessories, and footwear are the number one e-commerce sector in the world. And this figure is expected to grow to +$1.0 trillion by 2025!

While sales in bricks-and-mortar fashion stores were already declining before 2020, the COVID-19 pandemic sped this up even further due to the lockdowns that forced stores to remain shut for many months. Online fashion retailers such as Zalando and Boohoo soared during this time, with Boohoo claiming a 45% increase in revenue across all of its fashion brands during the second quarter of 2020.

The opening up of a physical store is an option, however, choosing whether or not to have a website for your fashion brand should not be. Leading consumers back to your website will be the goal of all of your digital marketing efforts. So having a great website that looks amazing, is easy to navigate, up-to-date, well-branded and functional is the key starting point to your fashion marketing campaigns. 2)  Great visuals and branding

Having great visuals is necessary for most businesses when it comes to selling their products and services online. However, for clothing, it is especially important if you want your customers to get a good idea of how they might look in your product. Paying for a studio, models, hair, make-up and a professional photographer might seem like a stretch for a new brand on a limited budget, but if the outcome is increased sales and fewer returns then the expense will certainly pay off.

It’s also beneficial to have a clear idea of your brand image in terms of the colours, lighting, tones, models, backdrops used for photography, etc. Keeping everything consistent and on-brand from the get-go will make you look more established and professional. Plus, it will enhance the aesthetic of your website and social media pages too. 

Instagram vibrant brand aesthetic

3)  Mobile presence

With 3.5 billion smartphone users worldwide and the average time being spent daily on our mobile devices rising to 3 hours and 43 minutes a day, having an app or at least a well-optimised mobile website is a must-have part of your fashion marketing campaigns. A mobile-optimised website resizes content accordingly based on the screen from which it is being viewed. Without this functionality, it’s likely that any potential customer that lands on your site whilst browsing on their mobile device would immediately be put off and go in search of a competitor instead. 

Consumers are spending a large portion of their day on their mobile devices, and often it’s as part of their downtime, so in other words, the perfect moment to tempt them into a sale. Gone are the days of having to load up your computer to browse the internet on the desktop. Mobile browsing now makes up 56% of the market share for internet usage. It’s the ideal platform for having a direct line of communication with your customers, whether that’s through push notifications, SMS marketing or email marketing.

Mobile phone usage for purchasing stat

Source: Datareportal


Your marketing efforts are going to send prospective customers to your website or mobile app, so you want to make sure that they are well-optimised, functional and provide a great user experience if you want their visit to result in a sale. 4)  Social media

As a fashion brand, having a strong social media presence is a must. These platforms are completely free to sign up to and enable you to build up a following, connect with your audience and enhance your relationship with them. 

The most popular social channels for fashion brands right now are Instagram, Facebook, TikTok, Snapchat and Pinterest. Whilst they all have their own unique elements and pros and cons, they are all very heavily focused on imagery and video content. This is your opportunity to get your creative juices flowing and create content that showcases your products in the best possible light. Some of these platforms even allow you to integrate your store so that your customers can browse and purchase items directly from your social media channels.  

Giveaways and competitions also work incredibly well on social media. With a decent prize up for grabs, you could get thousands of likes and shares and boost your brand awareness before you’ve even spent a penny on ads. 

Using social media, you can help communicate the human side of your brand through things such as live Q&As with the founders and behind-the-scenes footage of product designs, photoshoots, catwalks, etc. Consumers love to see this sort of content, and this is what will help you stand out from your competitors and build trust and loyalty with your audience. It helps to be constantly engaging with your audience through social media also. Reply to comments and respond quickly to any questions as this will help build your brand’s sense of community. 

how to create a social media marketing strategy guide

5)  Influencers

Following on from social media, if you want to see the most success for your social media campaigns then it always pays off to get some influencers on board. If you’re unfamiliar with the term “influencer”, then first of all, where have you been?! But to answer your question, influencers are people within your industry who have a large following on social media and are genuinely good at influencing their followers, hence the term. When they speak, others listen. What they do, others copy. So getting them to speak about and wear your brand is a great way to pique the interest of your target audience, grow your following and ultimately sell your clothing. 

Instagram influencer Molly-Mae

It’s important to choose the right influencers for your brand, so be sure to do your homework and make sure that the demographics of their following matches your target audience. Go for the ones that are picky about which brands they chose to advocate for, as they will come across much more genuine than the ones who are simply in it for the money and have ‘AD’ slapped across each and every post on their account. 

Related reading:

How Influencer Marketing Can Boost Your App Downloads 

6)  Email marketing

A key part of your fashion marketing campaign needs to be your emails. And when I say emails, I don’t just mean the occasional promotional email that gets sent out to your entire database. Your email marketing should have a strategy of its own and requires extensive thought and planning if you want to get it right.

Make use of email automation tools, such as Mailchimp or Hubspot, to automate when your emails are sent and to who. Personalisation is key here. Any email received by contacts that exist in your database should be tailored based on their stage in the customer journey as well as catering towards their likes and dislikes. Segment your audience based on their behaviour on your website or mobile app and send them content based on this. For example, if you stock items for men, women and children, and you notice a contact browsing on the children’s pages frequently, then it’s highly likely that they are a parent or guardian, so create email content specific to that in an attempt to capture their attention. 

Abandoned cart statistic

Source: Baymard

Here are a few more examples of specific email marketing campaigns that you need to have set up for your fashion brand:

  • Welcome emails
  • Content emails i.e. founder’s story, behind the scenes, a fashion blogger article, etc.
  • Promotional emails
  • Personalised product recommendations
  • Abandoned cart emails
  • Back in stock emails 
  • Post-purchase emails (opportunity to cross-sell, gain referrals, customer reviews, etc.)
  • Re-engagement emails
  • Holiday/special events emails

7)  Blogging

Running a consistent and high-quality fashion blog alongside your website can be great for helping build your website’s SEO and increasing the organic traffic you receive. Having a blog helps establish you as a thought leader in your industry, and will hopefully lead consumers who search for phrases in Google such as “summer trends 2021” onto your site (provided you have optimised well for the chosen keyword). 

A great blog is another way of building up brand loyalty and connecting with your audience. You want your website to act as a one-stop shop for your industry. Providing an outlet for your customers to purchase the latest trends is helpful, but you can give your brand an edge by supplying additional useful and informative content when it comes to styling your products.

Take some inspiration from these three great examples:

8)  Digital ads 

Digital ads are a crucial part of any fashion marketing campaign. Through the use of Google ads and ads via social media channels such as Instagram, Facebook and Twitter, you can effectively target your desired audience through keywords and by setting certain criteria based on demographics and behaviour. This ensures that your consumers only see the most relevant products for them.

Across Facebook and Instagram these types of ads work quite effectively for fashion brands:

  • Carousel ads

Carousel ads allow you to display up to 10 images or videos that are part of one advertisement. Each image links off to the product highlighted allowing brands to showcase many items in an attempt to capture the attention of their target audience. You could think of these as mini style guides.

Carousel facebook ad example
  • Collection ads

collection ad includes a cover image or video followed by 4 product images. Once clicked upon, the user gets an instant experience which is a full-screen landing page designed to drive engagement and nurture interest and intent further than the regular sponsored ad.

Collection facebook ad example

Another powerful feature of digital advertising that needs to be utilised is remarketing. Remarketing allows you to capture the visitors who have recently paid a visit to your site but perhaps left again without making a purchase. The beauty of remarketing is that you know that this audience has already shown interest in your brand, so your conversion rates for these ads should be higher than a normal ad. Use the likes of carousel remarketing ads to remind consumers of the products they viewed while on your site, or even products that they added to their cart before choosing to abandon it. Providing them with a discount code or free delivery could be all they need for that extra little nudge to return and complete the checkout process.

Retargeting ads performance statistic

Source: Wishpond9)  Customer reviews

If a consumer has just come across your brand for the very first time they could be hesitant to purchase unless they can find some real-life reviews from other customers. Give your audience the confidence they need by having customer feedback easily accessible on your website. 

Fashion e-commerce royalty ASOS include reviews based on each individual item on the product page itself. This sort of information, based on quality and sizing, is very helpful for customers and will help prevent a high volume of returns for your business too. 

ASOS product reviews

Include some content asking for a review into your post-sale marketing messaging, whether that’s in the form of an email or push notification. Perhaps even offer a discount on their next purchase for their time too. If you don’t ask, you generally don’t get. A great review also makes for some ready-made social media content! 

Conclusion

The options for how you can stand out and be creative when launching a brand new fashion marketing campaign are endless. By implementing the 9 elements we touched upon throughout this blog, you’ll be well on your way to capturing the attention of your target audience, improving your ROI and making your mark on the fashion world. 

HOW TO CHOOSE A STAFFING AGENCY (2021)
What You Need to Know When Working With a Staffing Agency - Turesol Staffing  Solutions

Choosing the right staffing agency to work with can be a time-consuming task and you don’t want to waste time and money working with an agency that does not meet your staffing needs or expectations.

As an engineering and IT staffing agency with years of experience, we know the things you should evaluate and look out for.

Hopefully, these tips and information will help you when making your final choice for establishing a staffing agency partner.

Evaluate your staffing needs

The Benefits of Using a Staffing Agency | Robert Half

Before engaging with a staffing agency to start a search, make sure you know exactly what your hiring needs are. Will you need someone to work on a short contract, contract-to-hire, or are you wanting to hire someone on a direct-hire basis? 

What is your budget? Hiring someone directly on a full-time basis through an agency usually costs a lump sum fixed percentage fee based on the first year’s salary.

Many employers don’t realize the benefits of a contract-to-hire where you pay as you go with the ability to end the contract at any time if something is not working out. 

By using a temp agency to hire on a contract-to-hire basis you have more time to evaluate the candidate over a period of months and they have time to make sure the company is a long term fit for them as well.

Do your research on potential staffing agencies

When evaluating a staffing company, you want to find one that has a deep understanding of your industry and niche while having a strategic approach to engaging quality candidates.

An accounting staffing agency will not have access to the best engineering talent and nor will an engineering staffing agency have an extensive database of the best accountants on the employment market.

Evaluate the cost of services and contracts

While costs are important in any business, choosing an agency simply because they are the cheapest can be a big mistake and cost you more in the long run. 

Be wary of anyone in the staffing industry that is offering terms that seem too good to be true and are way outside the norm as there is a good chance they are cutting corners when searching for temporary employees which could result in you receiving bad candidates that have not been fully screened. 

If you are using a temp staffing agency for temp/contract or contract-to-hire services make sure and get a copy of their “certificate of insurance” also known as the COI.

Also, watch out for temp-to-perm contracts that tack on extra fees after the contract is over with. If you are hiring on a contract-to-hire basis, find an agency that offers a no conversion fee after the contract length is completed.

Understanding the agency’s recruitment process

What is the staffing firm’s selection process for finding, engaging, and attracting candidates to your openings?

What recruiting tools and resources are at their disposal? How many years have they spent networking and building their candidate talent pool?

What type of positions have they been working on lately?

What is their track record?

How does the staffing agency source its talent?

Recruiting is more than just posting a position on a job board and filtering through the candidates that apply.

Job boards are just one tool among many in a recruiters tool belt, the best recruiters are also on networking sites, attending business events, participating in user groups, gathering referrals and have access to candidates that never apply to job boards. 

Top staffing services spend years developing their own internal database of candidates to help employers find talent quickly and efficiently.

They understand where to find and engage the best talent whether it’s using the latest AI recruiting software or using social media for recruitment.

How does the staffing agency screen candidates?

The Different Types of Employment Agencies

Can you trust the resumes you’re getting?

Does the staffing partner screen the candidate thoroughly, checking references from the last 2-3 managers, verifying dates of employment, eligibility for rehire, skill set, workplace attitude, interpersonal skills, company culture and general knowledge of the position.

You may want to ask these questions to avoid staffing agencies that do limited screening or none at all by just pointing and clicking “send resume”partner with an agency that values the service they provide and the candidates they present to you.

How long does it take to present qualified candidates?

This is a question to ask and get an idea of when you should start seeing candidates in your inbox.

Be aware that most of the time it is going to depend on the type of career opening, for example if you’re searching for an IT help desk associate that should most likely require less time to find than a high-level software engineer.

It is important to set a time table to make sure that you receive a candidate in the time frame you need. Depending on the position it could take just a few hours, days, or perhaps weeks.

Do you work with one point of contact?

Ideally, you want to work with a staffing agency that will provide you with one point of contact from start to finish.

Working with a full desk experienced recruiter is usually the best option as they are not only speaking with you but engaging and recruiting candidates directly on your behalf making sure nothing gets lost in translation.

Seek an agency that treats candidates with respect

The staffing agency works as an extension of your human resources department.

The agency is representing you by presenting your opportunity to prospective candidates. It’s important that both parties have a similar alignment of values to ensure successful candidate placement and longevity.

Work with an agency that values your business

Find an agency that looks out for your long term interests, this applies when they are supplying short term contract employees as well as working on permanent positions. Often times people you hire on as temps turn into great long term employees. 

Working with an agency that’s too big and you run the risk of being overlooked when you truly need talent quickly, though quality staffing agencies come in all sizes you want to find the one that gives you the attention you deserve.

In closing, find a great staffing agency that will strive to provide you with the best candidates possible with the long term goal of forming a mutually beneficial partnership.

Tired of the endless stream of unqualified resumes filling your inbox? Reach out to the recruiting team, contact us for more information.

IDB supports modernization of Barbados’ regulatory framework

Barbados will modernize its regulatory framework and strengthen its public policies oriented towards sustainable development and climate resilience with the support of a US$80 million loan from the Inter-American Development Bank (IDB).

The program, the first in a series of policy-based loans, provides budget support tied to the strengthening and consolidation of public policies focused on improving territorial planning efficiency and sustainability. Its comprehensive approach includes modernizing policies for managing water resources, natural assets, and disaster risk and resilience.

The country’s legislation governing physical planning and development is being modernized. In particular, It will focus on the modernization of integrated coastal zone management policies and include the recent update of Barbados’ returnable containers legislation to promote recycling of a broader set of packaging materials and to reduce pollution of land and coastal resources.

Lastly, the project will support reforms needed to strengthen disaster risk resilience and management. Among other activities, the operation will help adopt a cross-cutting and multiyear approach at each phase of the disaster risk management cycle and will mainstream the use of the newly developed National Coastal Risk Information and Planning Platform (NCRIPP). All these steps are in line with the government’s new Roofs to Reefs Program.

The IDB’s US$80 million loans is for a 20-year term, with a 5-1/2-year grace period and a LIBOR-based interest rate.

About the IDB

The Inter-American Development Bank is devoted to improving lives. Established in 1959, the IDB is a leading source of long-term financing for economic, social, and institutional development in Latin America and the Caribbean. The IDB also conducts cutting-edge research and provides policy advice, technical assistance, and training to public and private sector clients throughout the region.

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