Those fashion retailers who hit the digital marketing ground running (more info here on how this can be done) perhaps enjoy somewhat of an advantage over traditional clothing retailers who have been operating a brick and mortar business, largely because the exclusive e-commerce fashion retailers have low overheads to contend with while at the very same time their entire business relies on their ability to dynamically adapt to digital marketing trends. However, it doesn’t mean that you’ll automatically be successful if you create your own online clothing store – there’s a lot more to it than just erecting an e-commerce store.
Either way, fashion retailers of all flavours have one common goal, which is to get a good portion of what is a market estimated to be worth 50 billion. By way of current estimations, the indication is that 28.8% of the fashion spend in the UK will come from online sales by 2020, a clear sign that you definitely need to seriously consider your digital marketing strategy if you’re in the fashion industry.
So if you’re in any way involved with the process of marketing and/ or selling fashion, whether you have your very own fashion brand or indeed if you’re a retailer, how to do you align your operation so that you can be in on the action once the forecast trends play out?
Certified Google Partner and award-winning digital marketing agency, www.mediaworks.co.uk, has put together a very useful whitepaper which perhaps comes in as somewhat of a blueprint to making sure you’re best aligned to benefit from the corresponding digital marketing best practices so that you can take full advantage of the impending trends.
A fresh approach to Search Engine Optimisation
RankBrain has been in use since 2015 – Google’s machine-learning artificial intelligence system which processes results in a new, more effective and intelligent way. RankBrain’s “coming of age” is right in line with the impending growth of the online fashion retail industry, which means you need to effect a fresh approach to your search engine optimisation (SEO) techniques implemented as part of your digital marketing strategy.
With 62% of shoppers more likely to complete the purchase because of the site’s mobile friendliness, it’s clear to see that mobile definitely matters, so that’s definitely something to pay attention to, the very genesis of which resolution is making sure your site is responsive.
E-Commerce Customer Retention
Migrating to the e-commerce space is no longer a competitive advantage when it comes to fashion retail and neither is exclusive operation in the e-commerce space. It’s now all about retaining your customer and growing the basket size at check-out. After all, a customer can very easily search one e-commerce site for some inspiration perhaps and then go on over to a competitor’s e-commerce platform to complete the sale as a result of cheaper prices, special offers, etc.
Social media traffic is perhaps the best source for hot leads which go on to complete the purchase, quite simply because of the inherent peer-review system which is in a sense built right into the whole operational structure of social media platforms, so too the extent to which potential customers are willing to share the very data you can use to target them with your products. Things like interactive video marketing, where users can control a 360-degree view of an outfit to see it from every angle, and then click to go directly to the site or specific collection the outfit is from could be very useful for fashion marketing.
Paid Search with Google Shopping
Good old paid search advertising remains at the forefront of making a direct link between your marketing spend and how that relates to closed sales, with Google Shopping ads in particular boasting the third-highest conversion rate of 3.76%.
More details about exactly how to proceed with your ultimate digital marketing strategy is available at https://www.mediaworks.co.uk/whitepapers/download-fashion-digital-forecast-white-paper/, with some key takeaways that are tailored specifically to the fashion retail industry.