So you’ve set up a marketing campaign, designed your website, linked your socials, and put up offers, but when it comes to sales, it’s crickets!

Even top fashion brands fail to capture the market because of stale marketing strategies and outdated campaigns. In the quest to master a multi-hyphenated marketing strategy, they bypass the basics of building a brand and commit cardinal mistakes. 

Fashion marketing is the branding and positioning of products based on their social, emotional, and functional value. Being in the beauty biz and selling a certain standard of living, you need a thorough marketing strategy to build credibility and connect with your potential buyers.

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The fundamental essence of fashion marketing

Fashion marketing is about raising awareness about your product and creating consumer intrigue. Fashion brand marketing requires extensive planning and relies on the product’s competitive edge. 

A concrete fashion marketing strategy has several aspects, from determining your brand voice to segmenting your audience. In addition, an effective fashion marketing strategy takes your message across with minimum costs. 

This step brings us to:

Top 5 Fashion Marketing Mistakes that Brands Make and How to Avoid Them

If you want to establish your brand’s name in the industry, here are five mistakes that you should avoid:

Neglecting to utilize an online video editor for engaging content creation

One of the key mistakes in fashion marketing is overlooking the power of visual storytelling. Brands often fail to leverage the impact of videos in their marketing strategies, missing out on a valuable opportunity to connect with their audience. By not using an online video editor to create compelling videos, brands can struggle to capture the attention of their target market and convey their brand message effectively.

What you can do:

Incorporate videos into your marketing strategy using a free online video editor. These tools allow you to easily create professional-looking videos that showcase your products, tell your brand story, and engage your audience. Consider creating behind-the-scenes videos, product demonstrations, or customer testimonials to add depth to your brand’s narrative and connect with your audience on a more personal level.

1. Not capturing leads at all stops

Failing to leverage the entire digital real estate available is one of the primary reasons behind a failed marketing strategy. Fashion brands often restrict their online presence to a handful of social media platforms instead of creating a sales journey that includes multiple touchpoints like blogs, email lists, active websites, and knowledge freebies. 

What can you do:

Out of the 100 people you lure in on your website through digital marketing, only 1-3% will make a purchase. What about the other 97%? You can extract their contact information in exchange for a free knowledge bomb. 

For instance, you can build a reliable email list with responsive leads by attaching a freebie to your website. The other ways to generate a responsive, algorithm-free email list is:

• Free passes for a webinar on niche-specific fashion.
• Giveaways, credit transfers, curated boxes, and intra-brand partnerships.
• Downloadable guide on fashion topics such as  “7 ways to style a scarf” “8 bottoms that complement a curvy figure.”  

2. Incohesive branding

The Tiffany ‘Blue’ and the Dior ‘Sheer Dress’ are iconic symbols of powerful branding. Branding, when done right, becomes an extension of the core messaging of your product. 

The aesthetic communication of a fashion brand is essential to its survival. Branding is also the bridge that takes your product to its prospective buyers. 

Therefore, for emerging fashion brands and established houses alike, having visual consistency through symbolism and imagery is key to establishing a memorable brand. 

What you can do:

• Double down on your logo and spread it across the marketing sphere.
• Establish font hierarchy and stick to 3 or fewer fonts in your packaging.
• Choose no more than three colors to designate the entire packaging and logo. 
• Stick to monochromatic, analogous, and neutral colors.

3. Lack of specificity 

Serving everyone is serving no one. Unfortunately, fashion brands often give all of the quirks and bypass the basics of sustainable branding. The result: blanket marketing efforts, for instance, videos that aren’t targeted to any specific demographic. 

As a fashion brand, deciding your target audience (TG) and segmenting your marketing to each demographic is a proven way of generating leads. 

What you can do:

• Be ultra-specific about your TG and double down on it with the aid of social media and digital marketing campaigns.
• Design campaigns that touch on the personal issues of your target demographic to establish an emotional connection with the brand.
• Create customer segments and monitor clustered campaigns.

4. Lack of automation

A failure to embrace AI in today’s day and age is a recipe for disaster. 

Most fashion brands lack the understanding of automation, and hence, fail to use it. Automation sophisticates your brand and provides premium customer assistance at all hours of the day, like 24×7 chat assistance. 

On top of this, identifying behavioral patterns (Machine Learning) and data insights derived by AI-powered marketing is essential to building a sustainable and efficient digital marketing campaign.

What you can do:

• Use AI to extract data insights and prepare marketing pockets for segmented audiences. 
• Employ multi-touch attribution on different KPIs and derive information of campaign performance.
• Personalize communication with prospective customers via conversational AI chatbots, product recommendations, emails, and 3D product trials. 
• Use programmatic advertising to analyze running campaigns and manage bidding to maximize ROI.
• Surpass default automation with Next-Best-Action deciding to deliver personalized campaigns to each customer. 

A loopy marketing strategy with scattered ideology and a lack of branding are some of the reasons why even massive brands sometimes fail to make an impact in the market. 

As a fashion brand, you need to fire on all potential cylinders by leveraging the full potential of digital campaigns, automation, branding, and email marketing. We hope this post helped you identify some of the most common missteps in fashion marketing.