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!

Image and Branding for a Fashion Business

Image and Branding is a strong motivator for fashion retailers but what do these concepts actually mean?

Simply, ‘Image’ is the perception (picture) that consumers have about a particular business at any one point in time. Whereby, ‘Brand’ is the relationship between the business and the consumer’s values. For example, when a consumer looks to purchase a running shoe they may think of Nike because of it’s alignment with winning and achieving.

fashion business marketing brand

Image and branding has everything to do with identifying your target market, identifying the values that are important to your target market and then creating an image and a brand that relates to those values.

Trying to cover all demographics and values is not recommended because it would be very difficult to achieve effective branding economically. The consumer will be disappointed with the product and the business.

For example, promoting luxury airline tickets whilst actually hearding travellers into small seats and delivering poor customer service will upset those consumers and word will get out and damage the ‘Brand’. Conversely, entering the marketplace promoting high levels of service at a cheap price, will hurt margins for the business and will unsustainable in the long-term.

Typically a brand will consist of an unique mix of values for a fashion business, such as :

  • Consumer benefits,
  • Style,
  • Durability (clothes, shoes and jewellry)
  • Quality,
  • Price,
  • Consumer age target (e.g. children, young adults, mature adults, Generation X, etc),
  • Image projection (conservative, hip-hop, professional business, modern, sportswear, etc),
  • Culture,
  • and so on.

Branding can also be broken down into ‘external’ and ‘internal’. External branding is prodominately used to create new customers for the business via mass advertising, such as print, internet, radio and television.

Internal branding is reminding existing customers that you value their business of which the aim is to increase repeat sales from those customers. Internal branding will typically use such media as email, SMS, direct mail and the telephone.

Creating an image and a brand for fashion retailers is not about flashy and slick advertisements. It’s about getting your key customers (target market) to recognise your business as their prefered choice for the products you provide.

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!