Discover our new campaign offering 

>

>

6 Effective Digital Marketing Strategies To Unlock Fashion Brand Success

/

22 April 2024

6 Effective Digital Marketing Strategies To Unlock Fashion Brand Success

In today’s digital realm, fashion bodywear brands face the challenge of selling online without the traditional fitting experience. To succeed, they’re embracing digital marketing strategies. From engaging content to targeted advertising, they’re connecting with customers and driving sales. Leveraging user-generated content and EGC, they’re building authenticity and lasting relationships. In this competitive landscape, mastering digital marketing is essential for bodywear brands to thrive.

In an era where the digital world reigns supreme, shopping habits have undergone a profound transformation, with an overwhelming majority of consumers migrating online to fulfil their shopping needs. 

Platforms like Instagram, Facebook, and TikTok have evolved into virtual shopping destinations, where trends are formulated and quickly picked up, influencing purchasing decisions that are made in a matter of clicks. This shift is not merely a passing trend; it’s a seismic change with 81% of British consumers preferring to shop for fashion online and 44% making purchases through social media platforms. 

In this rapidly evolving digital landscape, fashion bodywear brands, such as lingerie, swimwear, and activewear, face unique challenges and opportunities when it comes to marketing their products. These types of products are usually fitted close to the body so it is trickier for brands to persuade shoppers to spend online, without knowing the feel of the fabric or fit on the body. With consumers increasingly turning to online platforms for shopping and inspiration, mastering digital marketing strategies is essential for these brands to thrive in a competitive market. Join Hysculpt as we explore the strategies and tactics that contour brands can employ to harness the power of digital marketing in this new era of online dominance and social media supremacy.

ENGAGING CONTENT CREATION

Content is king in the digital realm, and fashion bodywear brands can leverage this by creating engaging and visually appealing content. This content can be used across your website, social media and any physical advertising spaces such as pop-ups and billboards. Platforms such as Instagram and TikTok are crowded spaces for brands in 2024 – any content uploaded must add value to a brand’s marketing or business goals and be eye-catching enough to stop potential buyers from scrolling past. Ways to make your brand’s content more engaging across social media, web and beyond is by ensuring images are high quality. Blurred or strangely cropped and edited images are not appealing and can make a brand seem amateur and undesirable. Make sure to plan professional photoshoots using quality cameras that showcase your bodywear apparel in the best lighting, styling and fit, enticing consumers to buy.

Also, the location of your photoshoot is important too, if you are selling swimwear for example, it makes sense to set the shoot in a desirable location near water, like at a luxury resort or stunning natural beach. This content’s primary use is to sell an image of your brand that consumers can aspire to. Other great forms of engaging content are videos that offer styling tips, size guides, and product features as well as informative blog posts and collaborations with individual content creators with a large following. By providing valuable content, brands can establish themselves as authorities in their industry, building trust with their market and positioning themselves as aligned with market needs. 

Looking to create your brand’s next big campaign or photoshoot? We can help you with that! We can work with you to strategise and execute on all your creative content – learn more about it here!

SOCIAL MEDIA MARKETING

Social media has become an indispensable tool for fashion bodywear brands seeking to forge meaningful connections with their target demographic. Platforms like Instagram, TikTok, and Pinterest offer a dynamic space for brands to not only display their latest collections but also to cultivate a sense of community among their followers. What makes these spaces even more desirable for brands is that it is free to create accounts and upload content, however, there is the option for paid and promoted ads – which we will explore later on in this blog – for brands hoping to make more of an impact or get their profile seen by their target market.  

Does your brand’s socials need a revamp? Let us do the work! We can design and manage your social media accounts through our Social Media services to ensure you make an impact with your online presence. 

Through visually captivating posts and interactive content, brands can effectively directly engage with their audience, fostering discussions through comments and facilitating direct communication via messages. This is a great method for brands to get consumer feedback in real-time, allowing for adjustments to marketing strategies and even product design much quicker than traditional feedback methods. Social media is also a great tool for brands to establish their narrative, values and personality. You can be cheeky and comedic with witty captions and craft bespoke memes as well as share resources for causes your brand wants to support. These types of interactions on social media help buyers get a better idea of who your brand is, who it is for and what it stands for, resulting in a more loyal following both off and online. 

Moreover, leveraging the influence of social media personalities and collaborating with relevant influencers enables brands to extend their reach to a broader audience, tapping into new demographics and markets. 51% of Gen Zs believe social media influencers create new trends in the fashion industry compared to only 15% who said brands create trends. The market is more trusting of real people over brands so making sure your bodywear brand utilises the correct influencer type or aesthetic is essential for converting sales online. Also, consistency is key in maintaining relevance and momentum on social media platforms, as regular and timely updates help to sustain audience interest and drive traffic to the brand’s website, ultimately translating engagement into tangible business outcomes. By embracing social media marketing, fashion bodywear brands can cultivate a loyal following and establish a distinct online presence and personality in today’s competitive market.

Struggling to find the right influencers for your brand’s aesthetic? Let us do the work! Our PR expert can help you create partnerships, campaigns and events that make a splash in the bodywear world – check out our PR services now!

EMAIL MARKETING CAMPAIGNS

One of the older types of marketing, email marketing remains one of the most effective channels for driving sales and nurturing customer relationships. Fashion bodywear brands can build an email list by offering incentives such as exclusive discounts, freebies or business news in exchange for sign-ups. Once they have a subscriber base, brands can send out regular newsletters featuring new arrivals, special promotions, and behind-the-scenes content. Personalised email campaigns tailored to the preferences and purchase history of individual customers can also help increase conversion rates and foster loyalty, with some brands creating different contact lists for different purposes. 

For example, one list may contain ‘VIP’ contacts who are known to spend more with the brand and therefore get exclusive access to sales and promotions before anyone else. This type of marketing makes your customer feel special and important to your brand and therefore more likely to make a purchase. Make sure when sending emails or newsletters not to just regurgitate content from social media or the web as this can cause disgruntled consumers and unsubscribers!

SEARCH ENGINE OPTIMISATION (SEO)

To ensure their website ranks high in search engine results and attracts organic traffic, swimwear, lingerie and activewear brands need to invest in SEO. SEO, or Search Engine Optimization, is like a roadmap for your website to appear higher up in search engine results, such as Google. When you search for something online, like “best swimwear for bigger busts”, search engines use algorithms to decide which websites to show first. SEO involves making your website more attractive to these algorithms, so your site ranks higher in search results. This means optimising things like your website’s content, keywords, and structure to match what people are searching for. 

The goal is to increase the chances that your website will be seen by more people when they search for relevant topics, ultimately driving more traffic to your site. For fashion contour brands where the majority of their websites are usually image-based, this means ensuring any written content such as product descriptions, brand narrative and blog posts use keywords, key phrases and meta tags that add authority and credibility in the eyes of the search engines. By consistently optimising their website for SEO, brands can increase their visibility online and attract potential customers.

Need help optimising your written content across web and email? At Hysculpt, we offer a comprehensive range of copywriting services, all with SEO in mind so your brand gets noticed!

PAID DIGITAL ADVERTISING

In today’s competitive digital landscape, fashion bodywear brands have a plethora of options beyond organic methods to boost their online visibility and drive traffic to their websites. Paid digital advertising emerges as a potent tool in their arsenal, offering targeted and measurable strategies to expand their reach effectively. Pay-per-click (PPC) advertising, a method where brands bid for ad placement in search engine results, is used on platforms like Google. By strategically selecting keywords (SEO optimisation) related to their bodywear offerings, brands can ensure their ads appear prominently when potential customers search for relevant terms, increasing the likelihood of clicks and conversions.

Platforms like Facebook and Instagram provide sophisticated advertising tools that allow brands to precisely target their desired audience based on demographics, interests, and behaviours. Through features like Facebook Ads Manager and Instagram Ads, swimwear, lingerie and activewear brands can craft compelling ad campaigns tailored to specific markets, ensuring maximum relevance and engagement. By strategically leveraging social media advertising, brands can reach audiences who may not have discovered them organically, thereby expanding their customer base and driving measurable returns on investment (ROI).

The beauty of paid digital advertising lies in its ability to offer detailed analytics and insights, enabling brands to track the performance of their campaigns in real-time. By monitoring key metrics such as click-through rates, conversion rates, and cost per acquisition, brands can refine their advertising strategies iteratively, optimising their campaigns for maximum effectiveness and efficiency. Ultimately, paid digital advertising serves as a powerful complement to organic methods, offering fashion bodywear brands the opportunity to amplify their online presence, drive targeted traffic, and achieve tangible business results in a competitive marketplace.

A similar type of paid ads many fashion brands use online is affiliates. Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their products or services. Affiliates are individuals or companies that promote products or services through various channels such as websites, social media, email, or other online platforms.The process typically involves the affiliate receiving a unique tracking link or code from the merchant, which they then use to promote the merchant’s products or services. When a customer makes a purchase or completes a desired action through the affiliate’s link, the affiliate earns a commission or a predetermined reward. This model benefits both the merchant and the affiliate. The merchant gains increased exposure and sales without upfront marketing costs, while the affiliate earns passive income by promoting products or services that align with their audience or niche.

USER-GENERATED CONTENT

User-generated content serves as a compelling testament to the real-world appeal and satisfaction of the products, presenting authentic portrayals of individuals genuinely enjoying and benefiting from them. This not only provides prospective customers with tangible examples of how the product looks, fits and functions but also cultivates a sense of community and trust around your brand. Brands can organise engaging competitions where customers submit photos or videos showcasing their experiences with the products, with rewards offered for the most compelling submissions to incentivise customer participation in creating original content. These incentives not only motivate customers to actively engage with the brand but also stimulate excitement and anticipation within the community, fostering a vibrant atmosphere of interaction and collaboration.

User-generated content also enables brands to tap into vast networks and social circles of their customers, extending their reach and visibility. Additionally, user-generated content carries an inherent authenticity and credibility that traditional brand-generated content may lack, resonating more profoundly with audiences and facilitating deeper connections with the brand. Over time, as user-generated content continues to proliferate across various social media platforms, it can contribute to the cultivation of a loyal and passionate fan base, driving sustained engagement and advocacy for the brand. 

Also, a new wave of generated content is now being produced by the employees. When executed effectively, Employee Generated Content (EGC) can wield considerable marketing power. Integrating employees into advertisements enhances credibility and fosters trust, offering a more authentic perspective on the product. This approach serves as a straightforward method to market while nurturing a personable bond with both the brand and its employees, thereby boosting engagement levels.

Effective digital marketing is crucial for fashion bodywear brands looking to stand out in a crowded marketplace. By implementing a combination of engaging content creation, social media marketing, email campaigns, SEO, digital advertising, and user-generated content, these brands can strengthen their online presence, attract new customers, and drive sales. By staying agile and adapting to changing trends and consumer preferences, lingerie, swimwear and activewear brands can position themselves for long-term success in the digital age.

Blogs

Unwrapping The Power of Packaging

Packaging in fashion is more than just a vessel—it’s a powerful tool that shapes customer perceptions and influences purchase decisions. In the world of bodywear, the unwrapping experience triggers emotions and sets expectations. High-quality packaging suggests excellence and luxury, while flimsy packaging can lower expectations.

View Post