Fashion Marketing: Top Brands’ Marketing Strategies and Campaigns
Whether you are an influencer, brand owner or work within an e-commerce platform, you will understand the importance of campaign marketing and what your strategies are to help benefit your business. In a cramped online e-commerce market, it can be difficult to distinguish your brand from the rest. We have had a look into some of the top brands, ranging from sportswear to high-end fashion, that have successfully made their fortune and built their brand awareness through marketing campaigns.
With the help of digital marketing, you can put your product across to your ideal audience, build brand presence, and ultimately, improve sales. A few ways you can build on your branding and practise good marketing strategies include:
-Creating a website and having a mobile presence
-Using social media platforms
-Special ‘one-off’ promotions
-Discount off your first purchase/ or signing up to brand newsletter
-Email a reminder to people who have left products in their shopping cart, which will increase conversion rates.
-Retargeting visitor with facebook ads which will increase conversion rates
-Advertising & Campaigning
Successful E-commerce Brand Marketing Strategies
Every e-commerce platform needs a solid backbone of fashion marketing strategies to help it stay ahead of its competition. The marketing field comes with stiff competition, so you need to be creative, innovative and enjoy a challenge. We have looked into some of the most successful brands and what fashion marketing campaigns and strategies they have used that supports the success of what they have become. With the remembrance of how vast the fashion world is, implemented with where the economy stands with subjects such as the LGBT community, feminism, and fighting for all kinds of equality, it’s important to target your ‘audience’ but be able to understand the bigger picture and be more open-minded to the kind of campaigning you want to promote. Here are some examples of strong e-commerce fashion campaigns that have succeeded in the past…
Nike ‘Dream Crazier’ Campaign
Earlier this year, Nike had an advertisement campaign that was named ‘Dream Crazier’. It was narrated by Serena Williams and specifically targeted females by supporting the feminist movement. The advert focuses on female empowerment and gender equality. ‘Dream Crazier’ was premiered during the Oscars and soon went viral, gaining over 6 million views in 1 day on YouTube and more than 28 million mentions on twitter. The feedback that was received on all social platforms was predominantly positive. Nike has always carried out successful and strong marketing campaigns through the choice of protagonists and the overall message they send across in their advertisement. Their ads have often been described as ‘empowering’ and ‘a must-watch’, and they continue to build a positive and strong brand image. Nike has always strived to include all genders, nationalities, religions and races over the years, and continues to strive for a brand for everyone in an honest attempt for a positive change, as well as a great marketing strategy
Tommy Hilfiger – Tommy Adaptive
Tommy Hilfiger is a well-known, established brand in the world of fashion. Tommy Hilfiger created a new clothing line that was specifically focussed on creating accessibility for those with a disability. The campaign was named ‘Independence’ for their accessible clothing line ‘Tommy Hilfiger Adaptive’ in 2018. It was built with a strong slogan that states ‘My ability is stronger than my disability’ and their advertisement includes people with disabilities of all ages wearing the adaptable clothing. Within this industry, it’s important to be as agile and inclusive of all bodies and abilities. This is something Tommy Hilfiger have successfully achieved, and have been inspired by real-life stories. The clothing line is fully adaptable and easy to put on with the help of magnets and velcro. This truly heart-warming campaign was directed by James Rath, who was born legally blind due to albinism and nystagmus. The Tommy Hilfiger adaptive collection builds on the vision of inclusivity, to help transform the fashion industry and the way it defines serving to the needs of people with disabilities.
The Yeezy trainer. The genius marketing and campaigning that went into promoting these shoes is definitely worth the mention. Leading influencer Kanye West, teamed up with Adidas to produce the Yeezy trainer. Not only did the shoes receive an FFNA ‘shoe of the year’ award, they also helped boost Adidas sales by 14%. With this, the Yeezy shoe craze caused the site to crash and the shoes sold out within an hour being online. But how did the shoe cause this much uproar? The marketing miracle first began with Kanye wearing his product to concerts, campaigning on his social platforms with a strong following ratio. The release was also limited and was made exclusive, by him only releasing a certain amount before being sold out until the next release. This fashion marketing technique was a success, as it encouraged sales to go through the roof. Celebrity endorsement was also a huge aspect of the campaign that helped boost sales and encourage brand awareness.
Harvey Nichols – Holly Nichols
A more recent and empowering campaign has come from the luxury global fashion retailer, Harvey Nichols, as they celebrated the centenary of the suffragette movement and equality at the end of 2018. Their fashion marketing campaign began with the re-branding of the name, replacing the huge Harvey Nichols logo to ‘Holly Nichols’ on their Knightsbridge storefront, shopping bags, signage and other collateral across the flagship and regional stores. The website was also changed to www.hollynichols.com for the month.
The leading campaign was named ‘Let’s Hear It For The Girls’ and further activities were spread throughout the month, including famous and empowering quotes spray-painted on the floors and walls of the leading Knightsbridge store in London. Trunk shows, launch parties, designer campaigning and influential talks from women engaged customers and had a great impact on sales and engagement on social media. The marketing group stated ‘We are incredibly excited to unveil the Holly Nichols campaign and month of events celebrating women who have inspired us in the past, and those that continue to do so today’.
We Can Help
If you find yourself struggling with building your brand or e-commerce platform online, the knowledgeable team at Active Internet Marketing (UK) can help with building your online presence by using SEO techniques to build your visibility online and help to encourage traffic and rankings to your site.
For more advice on fashion marketing your e-commerce platform or any questions about the other services we provide here at Active Internet Marketing, please fill out an online enquiry form, or give us a call on 01604 765 796 today.