DIGITAL MARKETING IN FASHION INDUSTRY

Digital world is a world of miracles as it has changed the very dynamics of all the fields of life. The fashion industry has also witnessed paradigm shift in so far as marketing and sale strategies are concerned. The digital marketing is eating into the traditional and orthodox methods and strategies of marketing though the older ones are still in practice and their importance has not gone into oblivion in totality rather the prudent businesses are following tandem strategies to give boost to their sale and to ensure their presence digitally and manually. However, digital world is opening new vistas and creating new horizons for the business particularly for the fashion industry.

HOW MUCH IS DIGITAL MARKETING EFFECTIVE?

In this era of digital innovations, the digital marketing has become the most effective tool because of variety of reasons such as;

COST-EFFECTIVE:

The digital marketing is very cost-effective as the brands need not run a campaign on TV, radio, on billboards, neon signs, in newspapers, magazines and other such media of marketing as it requires a lot of funds and human endeavor. Though these marketing tools are still in practice and much attention is given to these traditional methods because they have their own significance but much has been taken away by the digital marketing and the brands prefer to communicate with the customers through posts, clips, videos and content on the social media platforms.  

DIRECT COMMUNICATION:

The digital platforms such as email, Whatsapp, Facebook, M-commerce etc., allow unlimited opportunity and space for the brands and fashion retailers to have direct communication with the customers using their database.

TIMELESSNESS:

The digital platforms are not time bound as the marketing practices can be carried out any time. The consumers can be contacted through email, messages or ads round the clock and clips and videos giving their brand introduction and information can be uploaded on platforms like YouTube, Instagram, TikTok, Pinterest, Facebook, Whatsapp groups and others anytime all through the day and night.  

BARRIER LESS:

The digital platforms have the boundless spectrum encompassing the whole world as it provides access of the brands and retailers to the people living across the boundaries. This factor has made all the people breathing on the surface of the earth the potential consumer. This endless vista provides the brands to globalize their products and enlarge the limits of their business as far as the edge of the planet earth.

ACCESSIBILITY:

The digital platforms enable the customers to access the brands promptly and with ease. They just click the website of their chosen brand and can place order, give comment and get information what they require. This factor provides an opportunity to the customers to have direct communication with the brands. This is equally beneficial for the brands as they develop trust-based customers, collect their data, have a deep insight into the customers’ behavior, their requirements and their demands and thus they can promote their business as per the priorities of the costumers.     

HASSLE-FREE:

The digital marketing has freed the brands from much of feverish activities as in the traditional methods, the marketing team has to visit the retailers, customers and other such related individuals but the digital marketing provides an opportunity to the brands to make strong communication with them through social media platforms. In the traditional marketing, the scope of communication remains limited but digital marketing has enlarged the spectrum crossing many boundaries.

WHICH ARE DIGITAL MARKETING TOOLS?   

The brands, manufacturers, retailers and other fashion outlets employ different online tools to attract a large number of audience and potential customers and to boost their sale and develop a robust consumer base. These tools can be discussed as under;

WEBSITE

A proactive, vibrant, efficient and well-contrived website with the fascination visual content of the brand products and a strong message with persuasive content plays a crucial role in promoting the products online and attracting more and more consumers. A website should contain a strong introduction of the brand, its products, customer care policy, return policy, feedback, business priorities, ethical values, environmental concerns, business model, administration flow chart and future plan and programs.

ONLINE SHOPPING

Online shopping platforms of the fashion brands are the most effective tool of the digital marketing. It is always available just on the click and the people find a plethora of products displayed in an attractive way with their brief introduction, size, color, material, price and shipping information. The modern facility of Cash on Delivery (CoD) through courier service has made online shopping easy, hassle-free and efficient as the people get the product of their choice at their doorstep. Online shopping platform requires to develop trust among the customers as they should be supplied what they want and their should be no deception or any other foul play as it must not focus on selling the product for the sake of selling rather it should be centered at the trust-building with the customers in particular and general public at large. It is the trust that sells not the product. Moreover, the online shopping must be backed by a perfect return, replacement or coupon policy.

POINT OF SALE (POS)

The fashion brands develop Point of Sale (PoS) mechanism to develop and synchronize data of the customers as it helps them analyze the customers’ behavior and buying priorities. This process helps them analyze what to put on display for boosting their sale. The more knowledge about the customers’ buying trend is the basis of enlarging and boosting the business and this process continues and changes come with the change of customers’ behavior.

PERSONALIZATION

The data collected through PoS mechanism helps the fashion brands to contact the customers directly through email and messages. This personalization helps boost the business as the customers are more likely to respond to the personal contact than the other tools of marketing. The brands send customized messages through M-commerce and emails on particular or festive occasions such as Xmas, New Year, birthday and others. This factor helps in develop personal contact with the customers and they stay integrated with the fashion brands.

TELLING A STORY

The fashion brands tell stories to the customers highlighting different features of their brands and their merchandize. This practice helps them develop a narrative in the minds of the customers as they feel attracted to the fashion products which are introduced in an effective manner through strong and catchy messages with visual presentation. Some brands develop their narrative based on facts and figures while others embellish it with improvised techniques as for instance, they show how elegant the model appears wearing the products of their brand. Telling a story is an age-old technique and perhaps has begun with the onset of buying and selling mechanism. Even an ordinary vendor tells a story in a loud voice giving positive aspects and utility of his product to attract the customers.

WEBSITE OPTIMIZATION

The website optimization is a necessary tool for successful and robust marketing as a delinquent, unresponsive, slow and cumbersome website is likely to bring the whole business structure to the ground. The website is the base of the whole digital marketing mechanism and should be efficient, accessible, prompt and responsive. The customers should be facilitated with smooth navigation, easy access, different payment methods, efficient return policy and the customers’ views and real time feedback. These factors are crucial in building customers’ trust and enlarging customers’ base.

SEARCH ENGINE OPTIMIZATION (SEO)

Search Engine Optimization (SEO) is a tool in the online world which ensures website traffic, online presence, larger viewership and easy accessibility for the customers. The website remains a click away if the website is available to the customers making a top notch. The proper key words, backlinks and affiliate marketing can give high ranking to the website and thus it creates awareness of the fashion brand among the customers.

BLOGGING

The blog posts with catchy, well-devised and well-contrived content giving the complete analysis of the products encompassing their different features are a very effective way to create awareness among the people at large and particularly among the customers. The good blog posts with informative and interesting content help in optimizing the website, enhancing web traffic and online presence of the website. 

INFLUENCER MARKETING

The social media is playing a vital role in creating an influence on the customers as it is guiding the customers’ buying behavior and trend. The social media influencers have deep impact on the viewers and their recommendations matter a lot for the customers. Therefore, the brands contact the influencers working in the similar domain to enhance the online presence and website traffic as it helps in boosting the sale of the fashion brands. 

CONCLUSION

Adopting the digital marketing in fashion industry is running with the time as ignoring this modern tool and robust and dynamic world is simply going deep into the oblivion. Post-pandemic era gave a new meaning to the marketing strategy as online and digital marketing is overlapping the old and orthodox marketing strategies. Moreover, online marketing tools with vibrant and efficient platforms provide a direct and personalized contact with the customers as the person-specific contact helps in developing a trust-based customer base that goes in the long way in having strong bond with the people.

FAQs (Frequent Asked Questions)