Getting Good Results From Your Fashion Advertising

Having a quiet week? Want to bring in more store traffic – right now?

Good, consistent store traffic year round is the holy grail of fashion retailing. There’s no point spending money on good stock, hiring the best sales staff, having the nicest store with the best customer service if people don’t come in. Ensuring regular people traffic is one of the major challenges for most fashion retailers.

Message branding advertising

Our Fashion Retail Insiders know the twelve (12) specific ways to bring in more traffic to a fashion store and they understand the specific tactics that make them successful.

Many of the twelve traffic strategies will be familiar to you, like … print media advertising, internet fashion advertising, good building signage, referral programs, and so on…

However, in order to get a good result from any fashion advertising or marketing campaign, a specific tactic or marketing message, is required.

For many smaller retailers especially (and larger fashion retailers too), the focus needs to be on generating a customer. Yes, absolutely branding is important, but if it’s the sole message in the advertisement, it will be a costly expense for the retailer – as we say in the marketing game – "you need deep pockets". A better way, is to employ a marketing message that brings in paying customers AND builds your brand at the same time. That way your fashion advertising and marketing will pay for itself.

Take for example; Fashion Retail Insider  Gill from John’s Shoe Store. Gill took one of our designs and tested a very small advertisement in the local community newspaper – it brought in $1,382.70. Granted it was a very small advertisement and dollar sale, but you can see the potential of running a similar advert weekly. i.e. $1,382.70 x 52 weeks is $71,900.

I’m sure adding almost $72,000 in annual revenue would be welcome by any fashion retailer.

Not only is the revenue important, but see what else happens :

  • 12 new customers were introduced to the business (from one week) – that would be 624 new customers a year. Those customers would return to make additional purchases and refer other people to the store, and,
  • The retail store would achieve brand awareness with the readers of the local community newspaper.

And that’s a good result from fashion advertising!

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

Why Oh Why Are We Not Meeting Our Fashion Sales Targets?

I had a call this week from a fashion store owner who doesn’t work in the store himself (it’s under management). He was frustrated with the low numbers of paying customers even after placing "Up to 75% off" signs on the store windows. This business owner was convinced that the shopping centre was doing a lousy job of attracting people.

But you see, there are two aspects to obtaining paying customers… 1) Store traffic and, 2) Sales conversion.

Fashion retail sale sign

I had a feeling that the staff weren’t doing such a good job of selling.

The only way to find out is to measure TRAFFIC AND SALES. From that the sales conversion can be worked out.

For most fashion retailers the sales conversion rate will be between 10% to 40%. That is, out of 10 people that walk-in, one to four will buy.

Whoa, I bet you’re telling me your sales conversion is much higher. Okay, prove it!

Below is a sample store browsers chart. Rule a single page with 6 columns and mark one line for each person that walks into the store every day over one week (count a couple and families as one person).

Then check your sales numbers at the end of the week (from your POS or till). Divide # sales / # browsers and multiply by 100. That’s your conversion as a percentage.

Then you’ll know if your staff are doing a good job or not. If your conversion is below 10% you’ve got a BIG problem!

P.S. The more accurate way of obtaining your store traffic numbers is to install an automatic people counter – I have discussed this on a previous post on this website.

Fashion retail store success

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

When Is The Right Time To Open Your Next Fashion Retail Store? Part 2

I know, I know – you’re itching to open your next fashion retail store.

If your next store is store number 3 (or more) – I reckon you must have created a very good store opening process, so I would say go for it.

However, if it’s your second store – BEWARE – there are pitfalls.

Fashion retail store fit out

Many single store owners are tempted to open a second store because the first fashion retail store may not be performing that well and an opportunity arises to have another store in perhaps a better location.

Watch out – not only could this be a money trap, it can be a time trap as well.

I’ve personally met ‘stressed-out’ fashion retailers who try very hard to keep two stores profitable, by cutting staff time and working unrealistic hours, running back and forth between the two retail outlets. What often happens (and I’ve heard this first hand on the telephone from these poor retailers) is that they will finally close one store and be stuck with a big financial loss, excess stock, and excess store fittings. This extra burden puts more pressure on the cash-flow of the remaining store and often the retailer will close that store too, and be out-of-business!

It’s a heart-breaking situation, but unfortunately all too common in the fashion business world.

Here’s how to avoid that situation…

Guidelines for opening your second fashion retail store

Your single store MUST be able to stand on it’s own. That is, the store needs be profitable by being staffed without you being there. That is, your full-time staff member(s) and casuals cover 100% of the store hours. Another way to look at it – could you take three months off and still have an open store when you got back?

If not, please don’t open that second store – you’re not ready yet!

When you open your second store, you’ll need to give it your full attention for perhaps several months – to get everything right so it’s a profitable store too – you can’t be worrying about your original shop.

To have a fashion retail store that is profitable without you requires good marketing systems, good sales systems and good procedures for the staff to follow. Not only will this information make your first store very profitable, it will essentially form the basis of a ‘cookie-cutter’ system which will allow you not only to open a second store, but many others too.

For more information on good fashion marketing take a look at our FREE mini-course (click here).

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!