Effective Fashion Marketing – The Biggest Challenge For Store Owners

It’s not easy. Every fashion store owner wants to see a healthy number of browsers and shoppers over the day, but in reality often most stores are a little too quiet.

One of the biggest challenges is effective fashion marketing and promotion. That is, ways to generate store traffic without spending thousands of dollars.

Whilst most store owners like to stock unique fashions – the general public are very fickle and have a multitude of options when it comes to purchasing clothes, shoes and jewellery. The ability to purchase online, anywhere in the world is also a double edge sword. Good for the consumer but not so good for the local fashion store owner.

Fashion marketing is all about getting the interest and getting the potential customer to make the decision to visit the store.  Once that person makes that initial visit – at least the store owner has a much better chance to get them back.

Unfortunately advertising unfamiliar brands are difficult to use as methods to attract a new potential customer.  They just don’t know that brand. For example "10% off <little known brand" will produce a very poor sales response.

So a photograph of the "Style" is the best technique.  A unique item of clothing is also a good window dressing technique.

With shoes, people like to "see" both quality and style especially if you stock more expensive items. This also applies to jewellery.

Finding good fashion merchandise therefore is the most important first step – and then using effective fashion marketing methods to promote it.

Fashion marketing media strategies include online (especially social), and traditional offline such as referrals, window dressing, press advertising and so on.

Website and Search Engine Optimisation (SEO) is fine IF you do sell name brands. Otherwise it’s not the best option for promoting unique, unfamiliar to the public brands.

So there you go – some "food" for thought. Effective fashion marketing is not just about promotion, it’s also about "strategy".

More Customers For Your Online Store – Part 2

In part 1 on the topic of increasing sales for your online store we discussed the importance of getting traffic to your website (people surfing the net). Good traffic volume is a major component of online fashion marketing.

In fact, there are over 100 ways to get traffic to your fashion site and to marketing it online. And many more techniques are being developed all the time.

These techniques includes all the paid advertising models like google Adwords, Facebook advertising, banner ads and so on. We can categorise these as either paid or unpaid advertising or marketing.

One such unpaid fashion marketing method to increase traffic to your online fashion business is the use of video.

Fashion marketing video icon

SOURCING FASHION VIDEO

How can you get a fashion video file to use?

You can either ask your label supplier to provide you with some video that you can use, or you could quite easily take your own video of your fashion merchandise – with or without models.

I won’t go into the details of how to take good video, how to setup lighting, etc.

There are plenty of sources on Google and Youtube that can show you how to do this.

 

What I can tell you that’s important is how to DESCRIBE your fashion video. You see, computers and Youtube (Vimeo, etc) don’t understand what’s IN a video. You have to describe it in words so the search engine can understand it and can then direct traffic to your fashion site.

Words that can use to describe your video include:

  • the brand (label)
  • what it is (shoe, jewellery, top, jeans, etc)
  • the colour(s)
  • and another information tied into an event, or the use of the fashion item, the models name, etc.

And there are a number of other important factors as well…

If you would know the specifics of how these strategies work in more detail then check out our, fashion marketing secrets mini-course CLICK HERE for free access.

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!

More Customers For Your Online Store – Part 1

What types fashion marketing activities are effective for your online store?

As an online fashion retailer of cosmetics, shoes, jewellery, clothing or fashion accessories, you probably don’t have a lot of money to spend on fashion marketing and advertising.

So what can you do to increase sales?

fashion marketing online store

One way is to focus on your most popular items (say the top 10) and examine where the sales enquiries (or visitors) come from.

For example, you may be a stockist of a particular brand and most of your web traffic for that brand comes via the company’s website where your link is listed as a retail supplier.

To find this out check your website statistics or your Google Analytics account.

 

Oh, by the way, if you are an online fashion retailer, you really should have Google Analytics installed (ask your website person for assistance with this).

STEP 2 – Increase website traffic

The next step is to see how else you can increase traffic (and the sales) of those top 10 products.

You can do this by:

  • Improving the SEO ranking for those product pages
  • Utilising social media such as Facebook
  • Using directories and other relevant fashion website to produce traffic
  • Maybe look at paid online advertising as long as it makes you money

If you would know the specifics of how these strategies work in more detail then check out our fashion marketing secrets mini-course, CLICK HERE for free access.

 

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!

Your Fashion Advertisement – Did It Bring You More Customers?

It’s very difficult to track whether your fashion advertisement brought in any more store browsers or customers – unless you advertise some specific promotion.

You see, most fashion advertising is based on Branding or Image marketing which can re-enforce your brand identity and your product identity. However, this can take a long time and deep pockets (money) to achieve.

Fashion advertising in newspapers

Promotional marketing also has its challenges.

For fashion clothing price is not easily defined. Advertising 30% off may sound like a bargain to some or typical (boring) to other consumers.

So it’s brand or promotional marketing as the two major choices to advertise your fashion store.

 

How about I open this to comments. Which have you found to be the more effective for your fashion business?

About the author. I’m Mark Fregnan, founder of Kinetic Media & Marketing, an Australian consulting business that focuses entirely making our clients MORE PROFIT WITH LESS EFFORT. We understand the financial and time pressures felt by small business owners especially in a competitive marketplace. We rely on our proven marketing and business strategies along with smart systems to produce and maintain a healthy increase in sales and profit for our business clients.

Fashion Advertising Tip – How To Utilise QR Codes For Better Response

Using QR codes in your magazine, newspaper, or other press advertising is a good idea. QR codes make it easier for a consumer to visit your Facebook page or website (they don’t have to type the web address into a computer).

However – of the things I noticed with a lot of fashion advertising lately is that the QR code is placed by itself – with no text nearby to explain what happens when the code is scanned.

fashion advertising qr code tip

So as a tip for you to get a better response from your fashion advertising – write something like… “Scan this code to visit our Facebook page and discover the latest European fashions."

Explain where the code will take them and the emotional reason (benefit) for them to take this action.

The Ralph Lauren fashion advertisement above is a good design example of how to make the code and the instructions stand out.

QR TIP2: Don’t make the QR code take the consumer to your website home page or your Facebook home – take them specifically to the promotion page as advertised.

QR TIP3: Also this promotion web page needs to be mobile friendly – don’t force your potential customers to have to "squint" at tiny text.

Overall QR codes if done right will increase the response to your advertising.

About the author. I’m Mark Fregnan, founder of Kinetic Media & Marketing, an Australian consulting business that focuses entirely making our clients MORE PROFIT WITH LESS EFFORT. We understand the financial and time pressures felt by small business owners especially in a competitive marketplace. We rely on our proven marketing and business strategies along with smart systems to produce and maintain a healthy increase in sales and profit for our business clients.

You Need Deep Pockets Using This Type Of Fashion Advertising

This is a classic example of the "image" style of fashion advertising which I saw in a magazine recently…

fashion advertising mens clothing

Why do I say you need deep pockets to run this fashion advertisement?

Someone has paid a large sum of money $1,000 or more to run this advertisement to ‘brand’ their clothing label and fashion business.

This "image" style of advertising, unless run frequently (at a significant cost), often will not have an impact to the sales of the fashion business.

Deep pockets = lots of money wasted … ouch!

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!

Fashion Retailing Meets The Titanic

I get correspondence from a surprising number of fashion retailers who own smaller stores where the annual sales revenue is ‘stuck’ at $200k, $300k or even $500k per annum. I’m told that not only have ‘sales growth’ have been stagnant this year, but for many years.

When I write back to ask them what fashion marketing, advertising or customer relationship activities they are working on – I usually get this response…

"Oh, we need to buy some new stock and move our displays around. We should have this all done soon. Maybe we can look at marketing next year."

Talk about "Shuffling deck chairs on the Titanic!"

Running a fashion business like the titanic

If 100% of fashion marketing ‘activity’ is stock ordering and moving it around the store…

Beware!!!

It’s like shuffling deck chairs on the Titanic.

Albert Einstein once said "The definition of insanity is doing the same thing over and over and expecting a difference result".

Yes, buying new stock and making the store displays attractive is important. Good visual merchandising does lead to increased sales. However, it can’t occupy 100% of the fashion business owner’s time.

At least 1-3 hours a week should be devoted to fashion promotion and working on the marketing calendar. You can’t expect store sales growth without this activity. It just won’t happen.

So when I get the ‘deck chair replies’ – I say to myself … "Insanity"!

If you are a fashion retail store owner and do spend 1-3 hours a week on ‘non-titanic’ activities – well done.

If not, or if you don’t know how to break-through to higher sales revenue, contact us about our fashion marketing programs. Not only will you save time and money ‘experimenting’, you will get actual proven and tested promotions ‘ready to roll-out’ for instant sales and more cash in your bank account.

Click here to contact us, or click here to join our entry level Fashion Retail Insiders program for only $47 per month.

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!

Using The Mailbox Flyer Fashion Marketing Strategy Successfully

"Fashion Retailer Brings In An Extra 51 People In One Week!" – but, first a little background information…

Shoe store fashion marketing logo

Often fashion retailers approach me and say they don’t have a lot of money to spend on advertising. If their fashion shop is in a residential area, or in a suburban shopping centre, I often recommend the mailbox flyer marketing strategy.

A mailbox flyer is a one page pamphlet stuffed into residential mailboxes (letter boxes).

Many retailers may have tried flyers in the past, but stopped because they didn’t get a good result. However, John’s Shoe Store brought in an additional 51 people in one week last month (they tracked them) using the flyer from our Customer Marketing Sales Kit.

Getting a good result from a flyer design down to simplicity with a marketing message that entices the reader to visit the store.

Often retailers will focus too much on a ‘branding’ message rather than a design focusing on new styles and looks. Sure, you can achieve a similar result from Community Newspaper advertising, but occasionally I like to ‘mix-up’ the marketing to reach local, surrounding homes for stronger store recognition and branding.

Oh yeah, a tip: I prefer the A5 size (1/2 A4) as it doesn’t require folding (as you would need to do for the A4 size), you get double the amount of flyers when printing, and the A5 size is easy for someone to put in letter boxes.

Fashion marketing with mailbox flyers

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!

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!

When Is The Right Time To Open Your Next Fashion Retail Store? Part 1

Oh boy, this is literally the million-dollar question.

When it comes down to it, there is only so much sales revenue and profit you can generate from one fashion retail store. You are usually limited by floor space and how much stock you can display.

However, you can generate a lot more revenue from one store than you might think. I love this real-life business story…

Beechworth retail store

“Tom O’Toole turned a failing little bakery in an isolated and dying Australian country town (Beechworth, VIC) with a population of 3,000 into a company with an annual turnover in excess of $12 million, serving over one million customers per year.”

“A bakery that has become one of the highest earning single bakery retailers in Australian history.”

So how do you grow your revenue in your existing fashion store. Again, in a nutshell, it comes down to good branding and fashion marketing, good products and great customer service.

You may have read or heard of my comments about branding – essentially I subscribe to the Dan Kennedy marketing rule… “Branding should be a by-product of good marketing”.

In other words, advertising or marketing that generates customers at a profit and pays itself – should always be your primary goal. We’ll discuss this further at another time.

So, to summarise – you don’t always need to open that next store, right now. You can squeeze out a lot more profit out of the store(s) you own already. But, if you’re still thinking about that new fashion store – I’ll go through on my next post some very important things you’ll need to consider before you put down a deposit on that new lease. Watch this space.

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!

Retail Shopping Centre Fashion Advertising

Shopping Centre fashion retail advertising

Do you have a retail store located in a shopping centre? If so, I’m sure you’re familiar with the extremely high rent and outgoings bill you receive every month.

Besides the building and services component – a portion of your monthly fee to the shopping centre company also covers centre promotion and advertising. It’s the shopping centre’s role to bring in people so they can charge the retailer a fee for the space. Nothing new with that.

However, it’s actually a good idea to know how much of your annual rent is attributed to receiving store traffic (browsers and customers).

Let say you have a 30m2 store. Figure 1 : Your current shopping centre rent (let’s use $50,000 per annum for simpicity). Figure 2 : The cost of renting a 30m2 office in a street in the back lots of an industrial area (let’s say it costs $15,000 per annum). The difference $35,000, is the annual cost paid for the ‘better’ location (shopping centre v.s. back lots).

Some retailers choose to have a store located in a quieter street location and not in a shopping centre, but in order to create the same revenue, much more money needs to be spent on fashion advertising.

i.e. Shopping Centre = high rent, lower individual store fashion advertising expenses.

Quiet location = lower rent, higher individual store fashion advertising expenses (in order to produce a similar annual revenue).

There is aways that trade-off. Whether one option is better or not for your store really comes down to your level of experience in fashion retailing, your brand and sales system.

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!

Improving Retail Store Traffic : How Many Browsers & Customers?

When it comes to finding out how effective your fashion advertising is (and even the advertising of the shopping centre management – if this applies to you) in bringing people into your store, you’ll need to have a system to measure STORE TRAFFIC.

Even if you don’t advertise – you’ll need to understand which days of the week and which months are your quiet times and which are your busy times.

Simply looking at your retail store sales figures only tells you half the story – how many people made purchases, not how many people came in.

The best way to find out how many people came in is to install a store traffic counter across the entry (or entries to your store). Armed with this information, you can create a more effective marketing calendar and fashion business strategy.

Here’s a small list of some of the benefits of having an automated store traffic counter…

  • Be able to monitor how effective your advertising and marketing promotions are.
  • To be able determine your sales conversion.
  • Know whether you are generating enough store traffic to ensure target sales revenue.
  • Ensure you have enough staff during peak times and be able to reduce staff at quiet times.

Fashion retail traffic counter example

Closely monitoring your store traffic will allow you to refine your marketing and even reduce money wasted on ineffective marketing campaigns!

IMPLEMENTATION : You can get electronic store counters from ‘Total Count’ in Melbourne. This is their web site address :
www.totalcount.com.au

They have inexpensive counters and all the way up to advanced models. And before you ask. No, I don’t get a commission by recommending them. Our clients have been using the counters from Total Count and they have been reliable.

THE KEY POINT : You can’t improve what you don’t measure. Automated systems work best because they don’t rely on humans – if you don’t have a store traffic counter – now is a great time to get one!

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!

Fashion Advertising : How To Get People To Visit Your Fashion Store Website

People visiting your website (or traffic as it’s called in the internet world) can be a source of new customers for your fashion retail store.

Fashion retail store online advertising

In my last post, I talked about the advantages of having a website for your retail store. The next step is to discuss ‘traffic’.

Just like in your physical brick’n’morter store, the more people that visit your website, the more new customers and sales you will generate. Before we can look at ways to increase traffic to your retail store website using advertising, let’s examine the ways people usually search for, or come across a website…

Method 1 – SEARCH) They search for an existing brand using a search engine. e.g. They search for "Nike".

Method 2 – SEARCH) They search for an existing product using a search engine. e.g. They search for "Nike SB".

Method 3 – NEWS / PUBLICITY) They skim the news topics in online, or in traditional media, find an interesting fashion article, read it, and then visit your web site.

Method 4 – ONLINE ADVERTISING) They see a product they like advertised on a portal / directory / web site they visit frequently.

Method 5 – OFFLINE ADVERTISING) They see a product they like advertised in traditional media like newspapers, magazines, radio, TV, etc. Then they type the URL of your web site into their web browser, or search online for your store name.

Method 6 – ONLINE LIST ADVERTISING) The product / brand / label is promoted via email to a list of people who have subscribed to receive an e-newsletter. The link in the e-newsletter takes them to your website.

Method 7 – DIRECT) The prospect / customer visits the retail store and at some point visits your fashion web site by typing the URL into their web browser.

These are the main methods of bringing traffic to your retail web site. Most retailers will need to look at utilising several of these marketing methods, not just one. My recommendation is to take some time to sit down to think about and create an online marketing plan and how that plan ties in with your current website design and sales strategy.

For example, are you using your fashion store website to get people to visit your store, or to make a purchase online, or to subscribe to your online newsletter?

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!

Will A Web Site Make You More Money For Your Fashion Business?

I’m sure every fashion retailer would be in favour of having a web site for their business – but not every retailer actually has one. Why is that?

Fashion Advertising on the internet

As always, I believe the question comes down to cost and return-on-investment (ROI). Websites aren’t cheap. There is a cost to designing an unique site and the hours of graphic and web programming involved.

In order to figure out the return-on-investment for a fashion retailer, let’s look at the some of the benefits of having a good website :

  • 24 / 7 convenience : A customer or a potential new customer can browse your website to look at the latest styles and fashions you have available.
  • Customer assistance : A customer or a potential new customer can look up your contact or location details. They could view the outside of your store, it’s location on a Google map, or find what your opening hours are.
  • Mailing list : A customer or a potential new customer can sign up for your fashion eNewsletter which is a great strategy for increasing sales.
  • Web search : A potential new customer who has never heard about your retail store before comes across your website after a search for a particular brand.
  • Recommendation :A friend of a potential new customer recommends your store and that person visits your web site to find out more.
  • Branding : If you are seeking to build your brand, a good web site will assist in the brand-awareness process.
  • Publicity : Someone browsing the internet, comes across some news or information about your store on another site and then visits your website.
  • Credibility : A good retail web site lends credibility to the business.
  • Online Advertising option : A web site is a requirement for online fashion advertising. Online advertising is an effective way to bring more customers to your business.
  • Online sales : Generate sales 24 hours a day, 7 days a week. People visit your site and make a purchase. Generally speaking, online sales are better suited to fashion items like jewellery, footwear and accessories. But, clothing can be sold too.

I’m sure you’re now impressed with some of the major benefits of having a fashion store web site, but in order to maximise those benefits the web site needs to be designed in a certain way. Keep an eye out for my next post…

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!

Timing Your Fashion Marketing Event

I just got off the phone with one of our retailer clients and I was typing up the action plan for our next marketing event when I realised the timing required for a successful promotion. Here’s a brief list of some of the things we usually need to organise:

  1. The media we plan to use. The answer comes from asking these questions… Who are we promoting the event to? Just to store customers? To new customers? All customers?
  2. The running of the event : staff resources, signage, tables, displays, etc.
  3. Photographs of the fashion apparel, shoes or jewellery we are promoting.
  4. The design of the email and/or print marketing campaign.
  5. The third-party advertising and marketing suppliers (if required). The SMS marketing company, the newspaper company, the flyer distribution company, the mailing house, etc.
  6. The exact timing sequence. When do the adverts appear? When does the mail out need to arrive at the customer’s house? And so on.

Even though the action list items sound like a lot of work, in reality most events are small and don’t require more than 8-10 hours of preparation.

If we assist the retailer with the promotional event then most of the action items are handled by our company – the retailer can then focus on the event itself, without all the extra worry.

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 fashion business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

Media Ideas for Fashion Advertising

Fashion magazine stand

The first source of people visiting your retail store is the obvious one – walk or drive by traffic. Besides that, getting your store, brands and/or labels noticed by the public requires some form of advertising. Again, there is a multitude of media and places to advertise. Here are just a few…

  • Your city newspaper
  • Local community newspaper
  • Special interest newspaper
  • Inserts (newspapers)
  • Magazines
  • Industry newsletter
  • Trade journals
  • Yellow Pages
  • Taxi backs and bus sidings
  • Coupon / voucher books
  • Shop-a-dockets
  • Radio
  • Television
  • Internet
  • Mailbox flyers (to residential addresses)
  • Special event signage
  • Sponsorship / Charity
  • Shopping Centre promotions
  • Cinema (which I don’t recommend as an effective media)

Fashion advertising in newspapers

Fashion magazine stand

The choice of media depends on several factors including:

  • Location; whether you have one local store or a chain of stores,
  • General or Specific; whether you sell something specific like baby wear – so speciality media is a better option, and,
  • Cost.

 

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!

Magazine Fashion Advertising

Once you have thought about your target market and have designed your new advertisement aimed at that target market, you can now find out where to advertise. There are literally thousands of places to advertise your fashion items (clothing, footwear and jewellery).

I will discuss various advertising media in future posts on this web site, but for the moment let’s look at one obvious one, which is Print – magazines. To see which particular publication or publications match your target market, look at the readership demographics and psychographics information. Here are some of the ways to do this…

  1. Pop down to your local newsagency and purchase a half dozen magazines based on your understanding of the market for each publication. Read through each magazine to get a feel for the target audience. Which ones are suitable for your fashion advert?
  2. Borrow a copy of the Margaret Gee’s Australian Media Guide (you can usually find one at your state library).

Fashion advertising media guide

The Media Guide is a comprehensive listing of all newspapers, magazines, TV and radio stations in Australia together with key journalists’ contact details for each.

  • Contact details (address, phone, fax, email) for both individuals and outlets
  • The advertising rates and deadlines for each publication
  • A concise summary of the audience of various media outlets
  • Precise details regarding subscription, circulation and cover price of each publication

Now we’ve covered fashion advertising style, target audience and have chosen suitable magazine media. Go to it!

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!

All About Fashion Advert Placement

Planning your fashion advertising campaign

Once you have decided what style of fashion advert you want – branding, benefit, sale/offer or event; you need to then think about your target audience before choosing a media to advertise in.

(If you’re not sure which style of fashion advert to use – click here to see our previous post on fashion advertising examples).

Target market questions… What are the demographics and the psychographics of your customers? Are you targeting females from the age of 18 to 30? Are you trying to reach older women with higher disposable incomes? To find out, take this short questionnaire.

Fashion advertising target market

  1. Sex? Male or female or both.
  2. Age bracket?
  3. Price bracket?
  4. Style?
  5. Use? Day wear, evening wear, club wear, casual, formal, bridal, cocktail, etc.
  6. Emotional appeal? To look sexy, to look younger, to look older, to look professional, to look wealthy and successful, to look powerful and in control (i.e. business women and men), to look desirable, fun loving, thrill seeking, etc.

Fashion advertising example - urban wear

The next step is to find a photographer, models and items of fashion (clothing, footwear and jewellery) that communicate that message in one visual image. If you’ve advertised to brand your fashion business and labels before you’ll know all about it.

What’s our take on fashion advertising? Simply, almost all fashion businesses and retailers prefer to focus entirely on expensive advertising to generate new customers with little or no effort taken to retain customers using good internal branding or marketing systems. Such systems maximise customer retention which in turn creates more word-of-mouth advertising and referrals – much cheaper!

For more information about how to achieve this in your fashion business, request a copy of our ‘Marketing Secrets Of Top Fashion Retailers!‘ – click here to download your copy.

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!

What About Fashion Business Advertising?

Frequently Asked Questions About Fashion Business Advertising

Fashion advertising is a hot topic – common questions I get asked by retailers are – "How can I get more customers?" or "Where should I advertise?" or "What do you think of this advertisement?"

fashion advertising example

If you have an established retail fashion business (clothing, footwear, jewellery, etc) seventy percent (70%) of your advertising dollars should be spent on re-selling to your existing customers. Why?

It’s 5 times easier to sell something else to your existing customers than to get a new customer.

And yet I see most retail businesses spend thousands of dollars in the media trying to get new business – only to forget all about those people after they buy. If you were to communicate to your customers and ask them to buy again, you’d see an almost magic increase to your bottom line. Done correctly, this always works better than chasing new customers.

Listen, next time you are going to run an advertisement in the newspapers promoting a sale or whatever, try this. Reproduce the advertisement and send it to your existing clients. Attach a note saying . . .

"I thought you may want to see this, come in the day before to get your best pick of the bargains. Regards . . . "

This will work wonders if your sale has a genuine appeal!!

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!

Fashion Advertising Basics For Retailers

Most fashion retailers at some time will invest money into fashion advertising. As with all fashion marketing there must be a purpose or objective. Generally this purpose is to lift the awareness of the ‘label’ or ‘store’ through image advertising, or, to drive more potential customers into a particular store or chain of stores.

Fashion advertisements typically contain the product being promoted (i.e. footwear, jewellery, clothing or fashion accessories) on their own or with models wearing the fashion product. Often, fashion advertising is heavily linked with sexuality, glamour, beauty and youth.

Fashion advertising usually falls into one of four main categories :

  1. Branding. Model or models wearing the item with just the name of the label or store (with logo)
  2. Benefit. A fashion advertisement containing words describing the benefits of the product.
  3. Sale / Offer. Using an offer such as % (percentage) OFF or $ (dollar) OFF to bring in customers during a sale or as an enticement for a certain period of time.
  4. Event. To promote an event such as a store opening, fashion parade, celebrity visit, etc.

Here are some examples :

Fashion advertising brand awareness example

Fashion advertising brand example

 

Fashion advertising benefit example

Fashion advertising benefit example

 

Fashion advertising sale / offer example

Fashion advertising offer example

 

Fashion advertising event example – Summer Fashion Parade

Fashion advertising parade example

 

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!

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