The Death Of Facebook and Free Fashion Marketing

For many fashion business owners, having a few hundred Facebook Likes (fans) for their Facebook business page was pretty good, and over one thousand usually indicated a successful Facebook marketing effort.

Until just recently when you made a post on your fashion Facebook page you could expect a good engagement from your followers when they saw your post. This meant you could get a good response from your fashion promotional post, or sale or store discounts offered, etc.

However, with the changes being effected from the year 2014, Facebook is now saying "Hey, we need to get a return on investment – we have to show a profit to our investors. Why don’t we CHARGE to promote posts instead of giving it away for free?"

In other words – your fashion marketing posts to your Facebook page no longer have the same REACH to your followers as they used to. You will notice fewer views and get fewer likes than you used to. This is being done on PURPOSE by Facebook to move business pages to a PAID model.

So if you use a Facebook page as part of your fashion marketing mix, which I certainly recommend, you will now need to look at paying to promote your posts to get a better reach to your followers and audience.

Fashion marketing Facebook paid likes and engagement

Whilst Facebook have almost killed the FREE posting model, the good news is that you can get a better reach than before.

More on this on my next blog article. 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 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 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!

Big Opportunity For Savvy Fashion Retailers

Owning any retail business (including fashion, clothing, footwear, jewellery) in the current economic climate is a challenge. However it’s also a ‘golden’ opportunity.

What would you rather do? Purchase a fashion business at the peak of the market (last peak was 2007) and pay the ‘peak’ price. Or obtain a bargain at the bottom of the market which can only move up?

Although I’ve included yet another article from "Gerry Harvey" – love him or hate him, he certainly knows the retailing trends in Australia (see article below).

Underperforming retailers are closing – often business owners have seen a decline in sales from 2008 to now – and they’re worn out, frustrated and tired.

A perfect time to make them a ‘fair’, yet realistic offer.

The challenge for you – if you decide to purchase a fashion business right now- it to be able to maintain a positive profit figure in the current consumer market. Certainly paying too much for the business and stock won’t help.

However, if you have bought well, kept a very close eye on your stock levels and marketed your store using some of our low cost marketing strategies – then you’ve really got a lean and profitable store with good sales growth potential when consumers return to spending (which they will). Not only will you take advantage of the increase in cash-flow, but also capital growth too!

Gerry Harvey Fashion Business Retail

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 Retail Sales Slowdown Australia-wide

Consistent with the emails and phone calls we receive from fashion retailers all over Australia is this last weekend photo in the Weekend Australian (30-31 July 2011).

"Kira Stutton has seen a steep decline in sales figures for the shop she manages in Adelaide."

The Australian Bureau of Statistics (ABS) has confirmed consumers are saving more and spending less. I believe many fashion retailers became lazy and complacent with their marketing over the ‘boom’ years and now as store traffic has declined they are feeling the pinch. The need for good (if not, great) fashion marketing is more important than ever to bring customers into your store!

Fashion business sales adelaide store

Photo source: Weekend Australian (30-31 July 2011)

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!

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!

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!

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

Will Mobile Phone Shopping Affect Fashion Retailing & Marketing?

Mobile Phone Apps and Fashion Marketing and Retailing

What do you think about the above article from the Wall St Journal? It’s an important shopping trends not only for US consumers but for Australian shoppers as well.

Fashion retailers, importers, designers, wholesalers, manufacturers and anyone that sells a fashion ‘product’ will be affected by the growing trend towards researching and even purchasing fashion online.
Once wary and shy consumers are now experienced online consumers by the use of ebay, Google, Gumtree and even Facebook.

Whilst many traditional brick’s’morter fashion retailers look at online shopping as a possible way to reduce their overheads (offering more stock without increasing floor space and reducing staff costs) it means they are now competing even more.

Whilst fashion retailing is less exposed to the move to online shopping due to the need for consumers to ‘try-it-on’ – certain fashion merchandise and products could be – such as shoes, bags, belts, hats, jewellery and so on.

Fashion marketing, branding and the retail experience for the customer has to be even better so that consumers WANT to make the trip to a retail store. This factor has become more and more important and may mean the difference between success or failure in fashion retailing.

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!

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 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!

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!

5 Main Ways To Make More Money In Your Fashion Business!

So many fashion store owners get caught up in a lot of staff and stock management "activities" and forget this one simple principle. There are only five ways to grow your fashion business:

Fashion retail store success

  1. Get more store traffic (get more).
  2. Have more browsers become paying customers (convert more).
  3. Get customers to buy more items or purchase higher priced ticket items on each visit (spend more).
  4. Get your regular or existing customers come back more often (visit more).
  5. Make more money out of each product line, improve your margins and minimise unnecessary expenses. (make more)

We call these the 5 Profit Centres in a retail store!

Yes, absolutely ‘Stock Management’ is very important to fashion retail store success, but it cannot be the only focus. Here’s how you can MAKE MORE MONEY using the 5 Profit Centres…

Profit Centre #1) Get more people into your store (thats store browsers) – preferably at a lower cost. Even if your conversion to a paying customer remained exactly the same, more store traffic equals more sales. The ‘challenge’ is to find low cost methods to increase store traffic.

Good strategies include advertising, mailbox flyers, fashion shows, referral programs, special events, signage and so on. Look in the ‘new customer marketing’ section in this member’s area for more information and examples.

Profit Centre #2) Get more people to buy. Again, if you improved nothing else but had more store browsers convert to paying customers, you’ll increase the total sales. Good strategies include improvements to store layout, staff training, product placement, signage, pricing and so on.

Profit Centre #3) Get customers to spend more on each visit (this is called the average sale or average cheque). There are literally dozens of strategies to get customers to spend more… up-sells, cross-sells, point-of-sale displays and so on.

Profit Centre #4) Get customers back more often. Utilise our customer marketing services at Kinetic Media & Marketing – we use post, SMS and email to communicate to your customers.

Profit Centre #5) Improve your margins. What’s your gross margin? Your mark-up? Your cost of goods? What’s the relationship between your turnover to staff wages? What are you best selling items? What items have the largest profit margin? How can you sell more of them? What’s the break-down of expenses? Is there a blow-out in one area? How much old stock are you carrying? How well does your store perform again the Australian statistics for retailing?

These are some of the many sub-areas you can look at to improve your margins.

By taking time to improve those 5 Profit Centres, you’ll see an almost INSTANT improvement to your bottom-line store profit!

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 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!

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!

Should You Let Your Accountant Run Your Fashion Store?

I usually have several conversations a day with fashion retailers… existing clients and people enquiring about our marketing services. One such conversation with a prospect business (not a client) last week (early March 2010) was with an owner of a small fashion store who also managed an accounting firm with his wife. One of first things he said (I won’t mention his real name – but let’s call him Peter) … was "The store isn’t doing well". Peter’s comments weren’t anything new… I’ve been hearing about slow retail sales from mid-January this year (2010).

Fashion Store Accountant

 

When Peter said "The store isn’t doing well", to be honest, I was a little annoyed. Peter and his wife had contacted me in January I had given them one particular strategy to increase sales. Guess what? That’s right, Peter didn’t implement it at all. Two months later he calls to tell me how lousy sales are.

Now this particular strategy had zero cost – yep … zero cost!

Peter’s reason for not implementing the strategy was…. drum roll … "…we were too busy...". Yes, too busy losing money.

Don’t get me wrong, I have good friends who are accountants, but an accountant’s mindset about running a business … is 1) Financial management, and 2) Cost cutting.

Accountants don’t know much about marketing and sales – they foolishly see it as an expense rather than an investment. That’s why big businesses have an accounting department separate to the marketing and sales department. You and I, as entrepreneurs, value accountants for 1) Minimising tax, 2) Preparing accounting statements and keeping the ATO happy, 3) Giving advice about gearing and balance sheets – that’s it – don’t ask an accountant if you should spend more money on marketing!

If you, or anyone else in fashion retailing, is hurting (financially) make fashion marketing and sales your top priority.

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.

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!

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