BEST Fashion Marketing Strategy 2024

Summary

In 2024, the top fashion marketing strategy is relationship marketing, which emphasizes building trust and rapport with existing audiences over social media and email lists. Vicki, the Fashion Business Coach, highlights the importance of personal engagement, asking customers questions, and providing exceptional customer service to foster loyalty and increase sales. This approach is particularly advantageous for smaller brands, as it leverages their ability to connect intimately with customers, a luxury not afforded to larger brands.

Takeaways

• 📈 The best fashion marketing strategy for 2024 is relationship marketing, which focuses on building strong connections with existing customers rather than constantly seeking new ones.
• 💡 Relationship marketing is particularly effective for smaller brands as it leverages the advantage of being able to engage with customers on a more personal level, unlike larger brands.
• 🌟 To excel in relationship marketing, fashion brands should actively engage with their audience, respond to comments and messages, and show genuine interest in their customers' needs and preferences.
• 🔍 Understanding and using industry-specific terms like KPIs, YTD, GMROI, and ROI is crucial for scaling a fashion business and making informed marketing decisions.
• 📱 Social media should be viewed as a conversation channel, not just a broadcasting platform. Prioritize responding to comments and direct messages over posting new content.
• 🛍️ Providing excellent customer service is a powerful yet underused marketing technique that can significantly enhance customer loyalty and repeat business.
• 💌 Personalized engagement, such as asking customers about their shopping needs and occasions, can lead to more tailored recommendations and higher sales conversions.
• 📊 Knowing your target audience deeply, including their interests and psychological drivers, is essential for effective marketing and sales strategies.
• 📈 Engaging with customers on social media not only builds relationships but also positively impacts the algorithm, increasing the visibility of your brand's content.
• 🔗 Building trust with customers is key in the digital age, where concerns about online security and product quality are prevalent. Relationship marketing helps alleviate these concerns.
• 🔄 Focusing on relationship marketing can lead to increased repeat business, which is more cost-effective than constantly acquiring new customers.

Q & A

What is the best fashion marketing strategy for 2024 according to the video?

The best fashion marketing strategy for 2024 is relationship marketing, which focuses on building strong connections with the existing audience rather than constantly trying to expand the audience base.

How does relationship marketing help in the fashion industry?

Relationship marketing helps in the fashion industry by leveraging the existing audience, fostering trust, and personalizing interactions, which can lead to increased sales and customer loyalty without the need for heavy social media posting or spending on ads.

What is the advantage of relationship marketing over traditional marketing methods?

The advantage of relationship marketing is that it allows smaller fashion brands to compete with larger brands by building personal connections with customers, which is something big brands often struggle with due to their size and inability to engage on a personal level.

Why is it important for fashion brands to know their customers on a personal level?

Knowing customers on a personal level is important because it helps in building trust and rapport, which are crucial for sales. It also enables brands to provide personalized recommendations and services that resonate with individual customers' needs and preferences.

How can fashion brands use social media to build relationships with their customers?

Fashion brands can use social media to build relationships by engaging with their audience through comments, direct messages, and by asking questions that encourage interaction. They should also respond personally to show that they value their customers' opinions and feedback.

What is the role of customer service in relationship marketing for fashion brands?

Customer service plays a critical role in relationship marketing as it is a direct interaction point with customers. Providing excellent, personalized customer service can significantly enhance the brand's image and encourage repeat purchases and referrals.

How can fashion brands ensure that their marketing is not a one-way street?

Fashion brands can ensure their marketing is not a one-way street by actively engaging with their audience, asking for feedback, and responding to comments and messages. They should also encourage two-way communication by creating content that invites discussion and sharing.

What are some ways fashion brands can personalize their customer interactions?

Fashion brands can personalize their customer interactions by using customers' names, addressing their specific needs, providing tailored product recommendations, and remembering past interactions or purchases to show that they value the customer's business.

Why is it beneficial for fashion brands to have a clear understanding of their target audience?

Having a clear understanding of the target audience allows fashion brands to create more effective marketing strategies that resonate with the audience's interests and psychology. This can lead to better engagement, higher conversion rates, and stronger customer relationships.

How can fashion brands encourage repeat customers and increase customer retention?

Fashion brands can encourage repeat customers by providing excellent customer service, offering loyalty programs, sending personalized email sequences, and checking in with customers after their purchase to ensure satisfaction. They can also ask for reviews and recommendations to build trust with new potential customers.

What is the significance of the term 'ACES framework' mentioned in the video?

The 'ACES framework' is a marketing strategy mentioned in the video that helps attract customers, engage with them, and sell to them effectively. It is part of The Fashion Marketing Course, which provides a step-by-step guide for fashion brands to improve their marketing efforts.

Outlines

00:00

📈 Relationship Marketing: The 2024 Strategy for Fashion Brands

The video script introduces relationship marketing as the best strategy for fashion brands in 2024. Vicki, the Fashion Business Coach, emphasizes the importance of leveraging existing audiences through social media and email lists to increase sales without the need for more content or a larger audience. She highlights the advantage of smaller brands over big brands in building personal relationships with customers, which is crucial for sales and trust. Vicki also mentions the significance of personalizing the brand's story and being transparent with customers to foster a connection that leads to loyalty and repeat business.

05:01

💬 Engaging Your Audience: The Power of Conversations

In this paragraph, Vicki discusses the importance of engaging with customers through social media, suggesting that businesses should prioritize responding to comments and direct messages over posting new content. She advises businesses to ask questions and genuinely care about the responses to build rapport and trust with their audience. Vicki also stresses the importance of understanding the target audience's psychology and tailoring marketing efforts to their interests and needs. She mentions the positive impact of engaging with customers on social media algorithms, which can increase the visibility of content.

10:02

🛒 Enhancing Customer Service for Repeat Business

Vicki emphasizes the role of excellent customer service in building long-term relationships with customers. She suggests that personalizing customer interactions and providing tailored suggestions based on their needs can lead to higher customer satisfaction and repeat purchases. The paragraph also touches on the importance of email marketing in maintaining connections with customers and encouraging repeat business. Vicki provides a bonus tip about using email sequences to check in with customers, ask for reviews, and personalize future communications to enhance the customer experience.

Keywords

💡Fashion Marketing Strategy

A fashion marketing strategy refers to the methods and tactics used by fashion brands to promote their products and services. In the context of the video, the best strategy for 2024 is relationship marketing, which focuses on building strong connections with existing customers rather than constantly seeking new ones. The video emphasizes that this approach is powerful and cost-effective, as it leverages the brand's existing audience to generate income and foster loyalty.

💡Relationship Marketing

Relationship marketing is a customer-centric approach that emphasizes building long-term relationships with customers to encourage repeat business and customer retention. The video highlights this as the optimal strategy for fashion brands in 2024. It involves getting to know customers better, engaging with them on a personal level, and creating a sense of trust and loyalty, which in turn leads to increased sales and brand advocacy.

💡Sales Growth

Sales growth refers to an increase in the number of products sold or the revenue generated from sales. The video discusses how implementing a relationship marketing strategy can lead to sales growth by turning one-time customers into repeat buyers and advocates for the brand. The speaker shares that by focusing on the existing audience and building relationships, fashion brands can see a significant increase in sales over time.

💡Social Media

Social media is a collective term for websites and applications that enable users to create and share content or participate in social networking. In the video, it is mentioned as a platform where fashion brands can engage with their audience and build relationships. The speaker suggests that instead of merely posting content, brands should focus on interacting with their followers through comments, direct messages, and personalized engagement.

💡Customer Engagement

Customer engagement refers to the strategies used to interact with customers and encourage them to participate in a brand's activities. The video underscores the importance of engaging with customers on social media and through other channels to understand their needs, preferences, and lifestyles. Effective engagement helps in building rapport and trust, which are crucial for relationship marketing.

💡Trust

Trust is the confidence customers have in a brand's ability to deliver on its promises and meet their expectations. The video discusses how relationship marketing can help build trust with customers by providing personalized interactions and excellent customer service. When customers trust a brand, they are more likely to make repeat purchases and recommend the brand to others.

💡Personalization

Personalization in marketing refers to tailoring communications and offerings to individual customer preferences and behaviors. The video mentions personalization as a key aspect of relationship marketing, where fashion brands should make recommendations and communications that are specific to each customer's needs and interests. This approach can enhance customer satisfaction and loyalty.

💡Customer Service

Customer service is the assistance and support provided to customers before, during, and after a purchase. The video emphasizes the importance of excellent customer service in building strong relationships with customers. It suggests that by providing personalized, attentive, and responsive service, brands can differentiate themselves and foster customer loyalty.

💡Repeat Customers

Repeat customers are individuals who make multiple purchases from a brand. The video highlights the value of repeat customers for fashion brands, as they contribute to sustained sales growth and are often more profitable than new customers. The speaker advises brands to focus on relationship marketing to encourage repeat business and build a loyal customer base.

💡Email Marketing

Email marketing is the use of email to send targeted messages to potential or current customers. In the video, it is mentioned as a tool that fashion brands can use to engage with their audience, provide personalized updates, and nurture relationships. Effective email marketing can help brands stay connected with customers, encourage repeat purchases, and build long-term relationships.

Highlights

The best fashion marketing strategy in 2024 is relationship marketing, which leverages existing audience relationships.

Relationship marketing allows fashion brands to generate income through their existing audience without needing a larger following.

Smaller fashion brands have a superpower over big brands in building personal relationships with their audience.

People buy from those they like and trust, which is the core of relationship marketing's effectiveness.

Fashion brands should focus on engaging with their audience rather than just posting content.

Building trust is crucial in sales, especially in the digital age where customers are wary of fraudulent activities.

Personal stories and brand values can significantly influence customer loyalty and purchases.

Engaging with customers through social media comments and direct messages can enhance brand trust and sales.

Fashion brands should prioritize customer service as a key differentiator in their marketing strategy.

Providing excellent customer service can lead to higher repeat business and customer referrals.

Fashion brands can benefit from personalizing their customer interactions to build rapport and trust.

Understanding the target audience's psychology is essential for effective relationship marketing in fashion.

Fashion brands can use social media as a conversation channel to better understand and serve their customers.

Encouraging repeat customers through personalized email sequences can boost long-term sales.

The Fashion Marketing Course offers a step-by-step guide to implementing relationship marketing strategies.

Fashion brands can use the ACES framework to attract, engage, and sell to their customers more effectively.

Personalizing marketing efforts to existing customers can lead to higher customer retention rates.

Transcripts

What is the best fashion marketing strategy in 2024 and how can you

take advantage of it for free?

Over my career in the fashion industry, I've helped brands to

collectively earn millions in sales.

In this video, learn to get more sales for your fashion brand without being burned

out by posting even more to social media.

I'll share what the best fashion marketing strategy is for 2024, why

it's so powerful and how you can use it in your fashion business.

Make sure you stay to the end for an added benefit for this method, which

will not only help you make more sales in your business today, but also help

you gain more sales over the coming weeks and months and years as well.

. Hi there, I'm Vicki, a.

k.

a.

The Fashion Business Coach, and I love helping brands to strategically

grow so that they can increase their sales and their profits as well.

I've created a free glossary of must know fashion industry terms that are

going to help you to scale your business.

You must know what KPIs are, what YTD means, what GMROI is and ROI

and a bunch more of different terms.

So if you don't know what they are, head to the link to register for your

completely free copy of that ebook.

So let's dive into it.

The best marketing strategy right now here in 2024 is relationship marketing.

And this is really, really exciting news because it means that we don't

have to post as much as perhaps we have been doing already on social media.

It's also really exciting because it means that we don't have to focus on

building a bigger and bigger audience all the time in order to make more sales.

It actually allows us to leverage our existing audience, whether that's on

a social media channel, whether it's an email list, whether it is both.

And it's going to allow us to generate income through that existing list.

This is amazing news because chances are you already have some followers and now

you just need to get to know them better.

Build that relationship and see your sales grow as a result.

This topic right here right now is the biggest advantage that you

have over big brands because big brands cannot use the strategy.

They are going to have to keep producing a ton of content, spending loads on

ads, spending loads on influencers,

they're going to have to keep doing these things to stay visible.

They don't have the luxury of a smaller audience that they can

get to know really really well.

So this is our superpower.

So if you are somebody who is working alone in your fashion business or with

a small team wondering how you can have impact without spending any money.

This is it.

This is for you relationship marketing is the solution that is going to help you

to grow your business in this next year.

Bottom line is that even in this digital age, people still buy from people.

And crucially, they buy from people they like and that they trust.

Think about it.

If you were watching an ad and the person who was selling you this

product was incredibly annoying, I mean, chances are you wouldn't

even make it through the ad, right?

But you're not going to buy from somebody if you find them annoying.

You're not going to buy from someone, if you don't like them, you're going to feel

icky about handing over your hard earned cash to somebody that you just don't like.

And the same is true for your customers as well.

So if you are somebody who has been hiding behind your computer screen and not

showing people who you are, why you are passionate about your business, why you

care about your customers, you are missing out because people are going to see you as

a big company, which isn't a good thing.

They're going to see you as one of those faceless corporations who just sits

in their office and counts their cash.

They want to hear from you your unique story and hear why

they should care about you.

Why should they invest in you and why should they support your business?

For example, there's a brand that I buy from, they're called Bloomtown Botanicals,

and I buy stuff like shower gel from them.

How many places could I buy shower gel?

I could buy it a lot cheaper.

I could buy it from places that are a lot more convenient for me.

I could buy it when I'm doing my grocery shopping, when I'm

checking out somewhere else.

But no, I buy it from them.

Because they've always taken the time to chat with me, whether it's

online, whether it's via email.

And I want them to succeed.

We've had brief chats about their cats that they adopted from Bali

and how they have this passion for their brand and the environment and

all these things that we connect on.

So I'm going to keep buying from them, even though there are cheaper and

more convenient options out there, I'm still going to buy from them.

And that is the power of relationship marketing.

It is going to make people feel like they know you personally and

therefore want to support you.

Another side to this is that sales is all about trust.

Think about it.

How many people do you know, or maybe it's happened to you, who have made

a purchase online and then they've had some fraudulent activity on their

credit card, or they've been spammed with a bunch of things in the mail,

or they've had their details sold or they got the product and it was really

rubbish and they couldn't return it.

All these different scenarios of people who've had unhappy experiences.

And the reality is the more businesses that have popped up online, the more

bad businesses that are, and therefore the more bad experiences there are.

So people are more nervous about purchasing from a brand that

they've never heard of before or never shopped with before.

So having these relationships is also going to build the trust with

that audience so that they feel confident in purchasing from you.

The key takeaway here is that we don't want to be creating a one

way street with our marketing.

We don't just want to be posting, posting, posting.

We want to actually take the time to chat with our customers, engage with them,

understand them, get to know them better.

That is the bottom line here.

And I would love to know, let me know in the comments.

Be honest.

Has your marketing been a bit of a one way street so far up to this point?

Have you just been posting stuff and not really asking questions, not

really getting to know your audience?

If I ask you about your audience, can you tell me any personal

details of any of your customers?

Like their likes, their dislikes, what they like about your brand?

Probably not.

And that is what you need to be working on this year.

So we've established that we want to be using relationship

marketing for our fashion brand.

So how do we do this?

Essentially, bottom line, we're going to be asking more questions of our audience,

of our customers, and we're actually going to care about their response.

We're personally going to reply to them or maybe a team member

if you are a bigger company.

But as a CEO, I highly, highly recommend that you do this

yourself from time to time.

I've worked with companies who have hundreds of millions in sales and

their CEO still gets on the phone sometimes and chats to customers.

It is that powerful, this process.

And so many of you are missing out on this.

I am sure of it.

The other great thing about this is as well as this being a free process that

you can do, you can leverage your existing platforms and it's actually going to

help you grow on those platforms as well.

As we talked about, growth isn't really the goal here.

We don't need a bigger audience.

We just need to activate our audience.

But if you are using something like Instagram or Tiktok or Facebook or

any channel like that, the more that you engage with the audience, so the

more comments and dms and shares and things like that, that you get, that's

gonna be good for the algorithm.

So your content that you are posting, if you continue to do that, is

going to be seen by more people.

So we kind of have this double win here.

We can actually amplify what we are posting if we're gonna use that strategy

by A, getting it seen by more people.

And B, the people who are seeing it are gonna care more because

we've started to chat with them.

I want you to kind of reframe your thinking a little bit

when it comes to social media.

I want you to start thinking of it as a conversation channel, social media, the

clues in the title being social, right?

So I want you to make sure that keeping on top of comments and DMs is higher

on your priority list versus posting.

We don't just want to keep posting and ignoring people because

people are going to be annoyed.

People are going to feel let down by you and the algorithm

isn't going to like it either.

Good questions you can ask people is what kind of things are you wanting to buy

or what occasions are you shopping for?

For example, one brand I worked with had these fantastic, princess style

dresses, and we would always ask the audience what kind of events they were

going to, and they'd tell us about these fabulous plans that they had, and

it's a great opportunity to have these sorts of conversations, understand, the

lifestyle of your customers more, and therefore being able to make personal

recommendations of things that they will like, which is going to help us

sell our products because we're not just blanket marketing to everybody saying,

buy this, buy this, but we're giving a personal tailored recommendations,

which can be really, really powerful.

Side note, to do this well, you're going to need to be really clear on

who it is that your target audience is.

Now, this is something that you should have done right at the start of your

fashion brand journey, but if you haven't, definitely start some work on

that and really deep dive into who it is that you are selling to, what their

interests are, what their psychology is.

So much about selling is about psychology and emotion, so make sure

you understand what makes them tick.

If you want help with this and understanding your audience and also help

with this engagement piece with attracting people to your business with social

media, email marketing, all the things, definitely check out The Fashion Marketing

Course where I go through step by step my signature ACES framework, which helps

us to attract customers to our business, engage with them and then sell to them.

So if you are newer to the fashion marketing scene, or if you're

not really seeing much success so far with your marketing, then

that is a great option for you.

Another massively, massively underused marketing technique is

giving great customer service.

And frankly, that should be a given for everybody, but I see

terrible customer service so often.

And you are really losing sales because of this.

I think about brands that I shop with and questions I ask and often I'll just get

this response that's clearly like a bot or just some sort of template that the person

couldn't be bothered to customize and the number of times even in just the past

couple months that I've had to respond to a customer service message saying thanks

but this doesn't answer my question.

Honestly I just, I'm mind blown by this.

So customer service is really really important.

Imagine you are in Hermes, I can't do French accents well, or

Chanel or somewhere like that.

Imagine you're in the store, the service is going to be pretty epic, right?

It's going to be pretty personal, you're going to get all the

help and support that you need.

Now think about how you can translate that to your online sales, particularly if

you are selling a higher priced product.

How can you bring that level of experience, that level of service,

that level of personalization into the online space?

There are a ton of different ways that you can do this and get great results from it.

So make sure that you are spending time answering customer

service questions properly.

And in a way that, as we talked about at the start, builds that relationship,

gets people excited to get to know you.

And thinks, wow, this person's really nice, this business means a lot to them.

I should support them.

How can we have these genuine conversations with people in a way

that really makes them feel like they are valued and that they are making

the right choice by shopping with us?

Great Customer Service is super personal.

It asks questions, it listens, it creates rapport with customers and

makes personalized suggestions.

We're not just blanket showing, oh, here's my shop now page and

you've got everything on there.

We want to make sure that we're tailoring the suggestions that we make

for our customers to their needs and also being mindful of the questions

they've asked and what kind of answers we can give them that's going to

best equip them and help them to feel confident in shopping with us.

Bonus tip, if you implement these steps, you'll find that not only do you make

more sales sort of in the immediate future from using these strategies, from building

this rapport, these relationships, but also you'll notice over time that your

returning customer figure gets higher, aka you'll have more repeat buyers.

And this is a really, really powerful thing because it's considerably

harder to sell to a new customer versus returning customers.

So this is a really great way to not only get more sales today,

but also in the future as well.

And just seeing more and more customers come back for more, seeing more

customers recommending you as well.

You can even take this a step further by encouraging more repeat customers

by making sure that you have email sequences going out that are checking

in with the customer, seeing how they're getting on with their purchase, asking

for reviews, and making sure that any emails that go out in the future are

personalized to the fact that they are a valued customer rather than somebody

who has never shopped with you before.

That personalization is really, really key and really easy to

do with email marketing as well.

So we've gone through a bunch of different things.

So let's recap.

First off, you've learned that the best and most effective marketing strategy

for 2024 is using relationship marketing.

It is super, super powerful and best of all, it is free.

You've also learned that building engagement, getting to know your

customers better and building rapport and trust is ultimately the best way

to get more new customers and to get more returning customers as well.

Don't forget, if you want help with all of this, plus attracting customers

to your business, getting a website created that actually converts browsers

into buyers and making sales, check out The Fashion Marketing Course.

We go step by step through everything that you need to do to be able to make

sales through your fashion marketing.

If you like this video, be sure to subscribe and stay tuned for my

next video, which is about how to grow your fashion business in 2024.

While you wait for those, I'll link to another couple of videos that

you might want to binge right now.

And if this was helpful, please give me a like.

It really helps the channel to get seen by more people.

Thanks for tuning in.

Bye.