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.

What Are QR Codes And How Can They Be Used In Your Fashion Business

Business marketing Perth using QR codes

What are QR codes? Well, they’re similar to the barcodes used by retailers to track inventory and price products at the point of sale. The main difference between the two is the amount of data they can communicate.

Traditional barcodes which I’m sure you’re familiar with use vertical lines and can only hold up to 20 digits, whereas QR codes are two-dimensional (2D) and can hold much more information.

When a customer scans or reads a QR code with their iPhone, Android or other camera-enabled Smartphone, the phone can automatically:

  • Be linked to a web page (for your shop, or fashion business)
  • Activate a number of phone functions including email, messaging or SMS
  • Directed to an online video (Youtube, etc)
  • Display prices or other data about a product, etc

Really it makes it EASIER for a customer (or potential customer) to obtain further information about a product – WITHOUT having to enter in information (e.g. your website address). It’s a good fashion marketing and sales tool.

I’ve recently seen a big goods retailer use QR codes as a ‘teaser’ for advertised specials. So it will be interesting to keep tabs on the varied (and creative) uses for QR codes in fashion retailing and business.

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!

Loss Of Store Traffic – Don’t Let This Happen To Your Fashion Business!

I’ve been saying it for years… when it comes to fashion business marketing (and any other retail store for that matter) – you can’t simply rely on local walk-by or drive-by traffic. You are putting yourself at the mercy of the local conditions – car park changes, local council works, nearby building works, etc.

Here’s proof… have a read of this article in The West Australian newspaper this week…. One retailer has lost his franchise business, others are running at a loss and all had to lay off staff and reduce hours. We certainly feel for these business owners… not a nice thing to happen… but it does unfortuntely.

Retailing requires smarter thinking – that’s why you have to look at other ways (strategies) to market and deliver your products to consumers.

Fashion business and other retail stores lost walk-by traffic

Fashion business and other retailers lose store traffic

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!

How To Advertise Your Fashion Retail Boutique Store

Imagine – today a small boutique fashion retail store opens for the first time. How does the owner attract people and potential customers – where no store brand, awareness or recognition existed before?

fashion advertising for boutique retail stores

If, like most fashion retail store owners – they buy $50,000 to $200,000 in stock, make the shop nice, and then open the doors hoping to attract customers.

Perhaps, if they have any money left over – they place a few fashion advertisements, showing off a new season garment, shoes, jewellery or accessories.

This is a very slow way to advertise and market a fashion retail store.

I’ll let you in on a little ‘secret’…

Most retailers, want a customer to make a sale (i.e. to make profit). Whilst the smart retailer, wants to make a sale to get a customer!

This is profound. I hope you see the distinction.

If a fashion store can build a strong clientele base quickly – the store can achieve profitability much sooner. The alternative however, is years of slowly rising revenue using traditional fashion advertising which in most cases is not very effective.

Most fashion retailers still rely on the same techniques to advertise and market their store – where ‘smarter’, more efficient methods are available today.

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 Retailer Sees The Value In Email Marketing – $4,143 In Sales From One Promotion!

Clothing retail marketing

Jewels Armstrong
Owner, clothing retail business, Morley, WA.

"We have been in business for over 35 years and we managed to obtain a good sized customer list of postal addresses. The much smaller list was a collection of email addresses which we didn’t use very often."

"Mark Fregnan from Kinetic Media & Marketing approached us and said that we would still get a good response from that smaller and older email list."

"Mark and his graphic designer created a February sale promotion which brought in $4,143 in sales which we were very happy about. Since then we have been keen to add in fresh email addresses and we engaged Kinetic Media & Marketing to help us with our marketing on a monthly basis."

February 2010

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!

Fashion Industry Contacts – Associations

Australian Retailers Association

I recently received an email request for assistance with finding fashion industry contacts. My advice was to visit a number of Australian association web sites. After sending the reply email, I thought other people may benefit from a list of Australian associations involved with fashion. So here they are.

P.S. If you come across any others or have updated information please make a comment on this page and we’ll update our list.

Fashion Industry Association List. Dated (23rd April 2010).

Australian Fashion Council (AFC)
www.australianfashioncouncil.com

Council of Textile and Fashion Industries of Australia Limited (TFIA)
www.tfia.com.au

National Retail Association (NRA)
www.nra.net.au
NRA has a lot of fashion retailers

The Retailers Association (TRA) – now called United Retail Federation

United Retail Federation
www.unitedretailfederation.com.au
Membership Australia-wide.

Australian Retailers Association (ARA)
www.retail.org.au

Fashion Technicians Association of Australia (FTAA)
www.ftaa.com.au

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!

Closures In Retail Expected

A friend of mine sent me a link to a recent 2010 article by the Dominion Post about the typical trend of retail closures just after the Christmas period. i.e. January and February every year. Here is an excerpt from the article…

CLAIRE MCENTEE – The Dominion Post. Original article

"More retail closures could be in store following the rash of holiday receiverships. Several retailers were declared insolvent in January, including 10 Stax fashion stores, electronics store Eastern Hi Fi and Christchurch cycle shop Bike HQ. Three Wellington Mitre 10 stores were put into receivership shortly before Christmas."

"PricewaterhouseCoopers partner John Fisk said businesses that had struggled all year often capitulated in the face of holiday wage costs and a slowdown in turnover. Some retailers were thriving but many had been forced to swallow large rent increases, and there were likely to be some smaller ones hanging on and waiting for their leases to expire so they could close."

"Each insolvency was different – in the case of the Mitre 10 stores poor property investments by the owner were blamed – but a common cause was purchasing the wrong stock and being forced to discount it. ‘That puts pressure on the margins and it can be a slippery slope.’  KPMG head of restructuring and insolvency Shaun Adams said the holiday season was traditionally crunch time for struggling retailers."

So let’s review the main causes from this article and others that I’ve picked up in my business experience over the years:

  • Increases in rent in the New Year.
  • Staff wages costs over the holiday period : Overtime, annual leave pay, etc
  • Purchasing stock that didn’t sell well over the holiday period. Or overstock.
  • Having to discount heavily to compete with other retailers.
  • The sales slump that occurs from mid-January onwards after the Christmas and post-Christmas sales (The exception may be shoe stores that do well with Back-to-School promotions until the first or second week of February).
  • Having to commit to purchase $50k, $100k, $200k or more in stock for the upcoming winter season which puts a strain on balance sheets and bank accounts.

Sound familiar? In my next post I’ll show you some ways to counter these challenges for a typical fashion business. Stay tuned.

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!

Clothing Manufacturer & Retailer Grows After Being ‘Stuck’ For Over 5 Years!

clothing manufacturing marketing

Elana Geldenhuys
Director, Geldens Pty Ltd, Leederville WA.

"We signed up for Kinetic Media & Marketing services at a time when we had been in business for 20 years. We felt that we were no longer growing and had in fact become quite stagnant.

Mark Fregnan from Kinetic, has guided and assisted us through several business decisions that have resulted in changes to strategy, and has provided us with the tools to grow.

We have implemented clear policies and documented these. This has improved our selling technique and saved time as finally we are organized! We have graded our customers (A,B,C) and are setting up a proper customer base that will be an added asset to the business.

We have changed our approach to marketing and advertising, and Mark advised us on our brochure information and layout, which has definitely resulted in improved sales.

We have established a good relationship with Kinetic Media & Marketing, and will continue to use their services as consultants in marketing and advertising and in any way that will continue to improve our business.

This has been an investment (not an expense), and I would recommend other businesses to join the programme."

$600,000 Increase in Security Products Sales!

security marketing

Ben Collins
Director, security company, Osborne Park, WA.

"By implementing the telephone techniques and job management strategies shown to us by Mark Fregnan from Kinetic Media & Marketing we increased revenue by $600,000, with the same number of staff (9), and we work fewer hours, with less stress!"

Promotional Products Business Improves Customer Management!

Promotional marketing

Kiera Pedley
Manager, Promotional Business, Malaga, WA.

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“Hi Mark,”

“You’ve completely changed our mindset and how we approach our marketing and customer service.”

“In fact it’s actually hard to think that less than 12 months ago, it had never occurred to us to write referral programs, never occurred to us to categorise our customers, and we’d
never written a thank you letter in our lives! It’s made a huge positive difference to our business.”

Our existing customers are much better looked after – you saw the results our referral letter returned, and we approach the everyday running of the business much more like a tool to achieve our personal goals, rather than letting it run us.

There are a couple of things that really stand out with regards to the impact they’ve had on our business:

bullet Glen Smyth’s CDs & DVD’s – Completely inspirational.
bullet Categorising our customers – we don’t waste time stepping over dollars to pick up
pennies.
bullet Thank You notes – Customers always comment!
bullet Sending out gifts to A List Customers – we actually saved losing a customer, simply by sending out a gift basket with a letter and a book. (it cost us $70, but the lifetime value of the customer is about $10 000)

I’d more than happily recommend you to anyone, and if you ever have a prospect who wants reassurance Kinetic Media will help them, tell them to call me, I’ll more than happily recommend you!”

16 March 2006