As you may know already, it isn’t easy starting a fashion brand, and getting your brand to stand out from the rest is even more difficult.
So many fashion brands out there are very similar, so you need to make sure that you are standing out and digital PR and marketing are one way to do this.
Here is a quick guide to help put your fashion brand on the map!
1. Define Your Target Audience
There are thousands of fashion brands out there that are all like each other. The importance of ensuring that your fashion brand is successful is by reaching a unique audience that other fashion brands don’t consider. Targeting generic dresses or jeans in such a saturated market is going to be difficult, but there are a few points of difference that can really set you apart.
You could also focus on specific occasions, so for example, if someone is looking for night-out dresses, they will immediately think of your brand. Having a smaller niche isn’t always a bad thing, as it just makes sure you are able to compete and once you have established yourself, you could expand your product range slightly. Make sure to mix it up with materials and styles to be at the forefront of your sector too, showing you are doing something that people can’t find elsewhere.
One popular trend at the moment is organic fashion and clothing. You could focus on being eco-friendly which is increasingly important, working hard to use sustainable organic materials, and pushing the idea of the staple wardrobe. Many of the major fashion giants simply don’t take this into consideration, so this is a great point of difference and there is certainly still a gap in the market.
2. Have a User-Friendly Website
It is rare these days that you will come across a fashion brand that will only sell their clothes in-store. One of those brands is Primark, an Irish fashion brand that prioritises making clothing affordable and is popular across Europe and the United States, but even they are moving towards having an eCommerce website (currently you can only check if items are in-stock in different locations, but it is moving in the right direction). The success of Primark being a store-only business model has depended on the longevity of the business, which is highly unlikely to be replicated in the modern fashion industry which is so heavily reliant on eCommerce.
Having a very user-friendly business website that looks great is something essential for a business, as although many businesses have websites that do look good, often they are not up to scratch in terms of user experience. Even some of the online fashion giants don’t have exceptional websites, so if you really put your effort into this and work with a great developer, it can really set you aside.
3. Consistent Brand Image
When starting your own business/company, you must remain consistent with your brand image. If you don’t, your consumers will get confused, struggling to understand who you are as a company. In such a saturated online space, you must have a strong brand identity that will resonate with people, to encourage them to keep returning to your brand. Consistency is key to your brand if you wish to become successful.
This should be consistent across all of your platforms, from your social media to your website and all forms of promotional materials. Your font, colour scheme, and style of imagery should all be immediately recognisable to people, which will help to keep drawing them back in. Many fashion companies are known for simply jumping on trends, but if you establish yourself as a strong brand that people can resonate with, you will help to set yourself aside.
4. Search Engine Optimisation
Now that you are hosting a website, you need to ensure that your website is well optimised for SEO. An eCommerce website should have snippets of content across its pages that are optimised for keywords, relevant to the page.
Going back to the organic fashion brand idea, optimise each page with terms featuring the word “organic” that are relevant to your products in the content. For example, if you have a hoodies page, optimise the content for “organic women’s hoodies”, along with other similar and relevant words that will show Google your page is a good result for their users. The important part here is to keep the keywords you are targeting specifically to your niche. For example, if you just target “dresses”, you are very unlikely to be able to compete with the fashion giants and when people land on your website, they might not find what they are looking for. So, focus on something more specific, like “night out dresses”, as even if fewer people come to your website, they are going to be much more likely to actually make a purchase.
5. Create A Page On Social Media
Social media is another great platform to ensure your brand is standing out from the rest. There are so many positives to social media, especially for a fashion brand. One of those positives is brand awareness, by working on your own social media profile as well as working with popular online celebrities through influencer marketing to create great content and to bring new people to your brand to see it.
Make sure your imagery is great and that you are working with influencers who align closely with the brand, if you don’t, people will see your brand as disingenuous. This is your platform to showcase your products through video and still imagery, keep your existing customers up to date with new products being released and introduce new people to your brand, so make sure you spend time getting it right.
Summary
There are many things that you can do to ensure you stand out from the rest. Make sure that once you have created your fashion brand, you are 100% committed to it. You may not see results for at least 6-12 months so be patient. As the famous saying goes, Rome wasn’t built in a day!
Author Profile
- Online Media & PR Strategist
- Blogger and Educator by Passion | Contributor to many Business Blogs in the United Kingdom | Fascinated to Write Blogs in News & Education I have completed a journalism summer course at the London School of Journalism and manage various blogs.
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