So you’ve created a great clothing line and set up an online store. But don’t stop there! It’s important to promote your brand to get those customers in. And in this digital age, brand advertising in 2016 has taken to the internet.
How you present your brand online plays a huge part in engaging and enticing customers. The internet is a useful resource for promoting and marketing your clothing brand, so find out how to use it in 2016 with this useful guide.
The way you promote your clothing line should effectively mirror the brand style you’re going for. Look at any successful clothing brand, the tones they embody as a company go much further than the garments themselves. It’s all in the presentation. You aren’t just selling apparel, you’re selling a lifestyle.
Create An Environment for your Clothing.
Tell your customers how your clothing should be worn by shooting images of your custom attire in an environment that accurately represents the “look” and “feel” you’re after.
Here are some handy tips to get started:
- Get a Second Opinion. Ask around and find out what people already associate garments and your brand with. This may help point you in the right direction by expanding on what they’ve told you or avoiding that image entirely by heading in the opposite direction.
- Do Some Research. What is your target demographic? Which environments do they belong to? Ask yourself what your style is, whether it’s professional or street wear.
- Get Inspired With a Camera. Walk around with your smartphone or professional gear and take some pictures to get you inspired. Take snaps of buildings you like the look or tough urban environments you could see suiting your garment style.
- Make a Mood Board. This is a great way of getting what you’ve got in your head, down on “paper”. This way you can see which ideas work together visually and which don’t. They’re also great to look back on as a reference point when you’re further down the line. Long gone are the days of scissors and glue, platforms like Pinterest are great for virtual mood boards that will save you from sticky fingers.
Pick and Choose Your Models
“Do I use Models or not?” – This is one of the biggest decisions you will make regarding the promotion of your fashion brand. Much like your chosen environment, the models you select should embody your preferred brand image, whether that means models covered in tattoos or muscular meat heads. While there can be a cost element, (as we don’t all have sophisticated friends), finding your model may be easier than you think. There are many online model catalogues featuring models willing to work for little money or simply cost-free exposure. However, you won’t find Kate Moss on these sites.
Less is More
Let your apparel do the talking. Minimalism is currently considered very trendy, and is easy to incorporate in advertising. Placing your clothing on tables, hangers, or various other surfaces draws all the attention to your piece. Abercrombie and Fitch does this extremely well by presenting their garments on surfaces, complete with creases in the fabric. In doing so, they are selling authenticity and simplicity. Their clothes look made to be worn in and creased, so people feel comfortable doing so.
Contact trendsetters and Influencers
Consumers are more connected with another now than ever before, and their opinions are important to one another. Make sure you have the approval of popular influencers, and you’ll be ensuring you have wriggled your way into the good books of their many loyal followers. Find the trendsetters in your particular industry for a start so you know who to target. If you have no idea where to begin, here’s a handy list of the most influential fashion blogs in 2016.
Once you know who you want to get in touch with, start with an email. If that doesn’t grab their attention, try contacting them via social media. You should take time over the message you send them, making sure it talks about your brand, the purpose of this message, and what you’d like from them once a collaboration is set up, all in one, short, punchy missive.
Some of the things you may want to include are:
- Offer them free products for reviews.
- Ask them to wear one of your garments and upload photos to their social media account.
- Ask them to give you a shout out on a social platform.
- Ask them to make an appearance at an event.
It’s important to remember that these people are constantly being pestered by messages such as yours, and may not reply straight away, or even at all. But don’t take it personally, there are plenty of ways to promote your brand in 2016, on this list or otherwise. Good Luck!