Fashion is one of the most present sectors on the internet. Fashion e-commerce tops the ranking of online sales, with 47% of buyers. Amazon, Zalando, Asos, or eBay take up a large part of the European market, while pages like Alibaba have entered the continent with force.
How to position yourself in this highly saturated and competitive market?
Techniques such as Inbound Marketing have come to the sector to revolutionize the way of communicating fashion. We invite you to follow these guidelines to adapt to new consumer trends and get more customers.
- Take advantage of omnichannel
Omni-channel or multi-channel in the fashion sector is becoming increasingly important. Keep in mind that searches are no longer made solely through a desktop computer, but that the mobile phone has been gaining a lot of prominence in recent years.
- Use Inbound Marketing
The creation of interesting content to attract the client in a non-invasive way responds to changes in consumer behavior, a new paradigm that is seen even more clearly in the fashion sector. The fashion consumer is no longer a passive receiver and is investigating more and more, and the number of fashion and trend blogs that populate the internet is a perfect example of this.
In addition, creating exclusive or downloadable content is an ideal way to expand our database in order to maintain contact with users, get to know them better, or establish direct marketing strategies. What can we offer you? Access to private sales, events such as parades, discounts for subscribing to the newsletter, or access to other valuable content.
The fashion sector also offers us the possibility of giving a return to calls to action or call-to-action. In addition to using them to provide content, we can insert them in the blog to establish segmentations and more easily lead users to the products we are talking about. For example, if you write a post on ‘The best looks to go to the beach,’ invite them with a CTA to visit your hat section.
- Empowerment of Social Commerce
If we have to choose the most popular social network for the fashion sector, right now, it is Instagram, since it is the one that works best among influencers and fashionistas. With the incorporation of Instagram Shopping, which allows you to label products, show prices and refer to the sales website to complete the transaction, the path that goes from the user viewing the product on networks, to the online shopping cart, is accelerated.
On the other hand, social networks are the perfect platform to go beyond pure and simple advertising and give a much closer version of the brand.
In your Inbound strategy, do not forget about networks. They will allow you to create community, increase traffic, and are an excellent channel for customer service, providing feedback that will indicate which products work best or how to improve the shopping experience, in order to increase sales based on your own instructions.