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The Creative Journey of Crafting Irresistible Fashion Marketing

December 29, 2023
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10
min read
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Fashion marketing! 

Where style meets strategy and creativity uniqueness steals the spotlight!

In the world of fashion marketing, you’ve got to do more than grab attention; you’ve got to wow your audience with visuals that captivate and copy that sets a brand apart.

But what exactly makes for good fashion marketing? What turns marketing assets into completely irresistible consumer magnets, compelling them to stop scrolling, to click, to take a second glance?

That, friend, is the million-dollar question.

If you’re a creative looking to create marketing assets for a fashion brand, then this is the blog for you. Today, we’re taking you to the catwalk and giving you our best-fit tips about how to craft irresistible fashion marketing!

Are you ready?

What Makes Fashion Marketing Unique?

A big purple question mark.

Fashion marketing in particular revolves around visual appeal. 

Because of course it does. Something has to look good for you to leave the house wearing or using it, after all. 

In addition to that, here are some other ways that fashion marketing sets itself apart from other industries:

  • Emphasis on Creativity and Aesthetics — As we just mentioned, fashion marketing revolves around visual appeal, design, and creativity. The aesthetics of the products play a big role in marketing strategies, making it different from industries where functionality may take precedence.
  • Cultural Sensitivity — Fashion is deeply intertwined with culture, and successful fashion marketing requires an understanding of cultural trends, preferences, and sensitivities. This cultural aspect is often more pronounced in fashion compared to other product categories.
  • Rapidly Changing Trends—Fashion is notorious for its constantly evolving trends. Unlike many other industries, what's in vogue today may be out of style tomorrow. This dynamic nature demands quick adaptation in fashion marketing strategies.
  • Influence of Influencers — We’re talking about an industry where actors and actresses can instantly make hairstyles and trends “in” or “out” just by wearing them (or not wearing them). And this has always been the case. Influencer marketing has a substantial impact on the fashion industry. The endorsement and promotion of products by influencers can significantly sway consumer preferences. Building relationships with influencers is a common and unique strategy in fashion marketing.
  • Seasonal Collections — The fashion industry operates on seasonal collections, with new styles released regularly. This cyclical nature introduces a rhythm to marketing campaigns, aligning with fashion weeks and the changing seasons.
  • Brand Identity and Storytelling — Fashion brands invest heavily in building a unique brand identity and telling a compelling brand story. The emotional connection with the audience is a vital aspect of fashion marketing that distinguishes it from other sectors.
  • Runway Shows and Events — Fashion brands frequently use runway shows, fashion weeks, and other events as key marketing tools. These events generate buzz, create anticipation, and provide platforms for brands to showcase their creativity.
  • Visual Platforms and Social Media Dominance — Visual platforms, especially social media, are central to fashion marketing. The industry uses the power of imagery and storytelling on platforms like Instagram, Pinterest, and TikTok to connect with a visually oriented audience.
  • Aspirational Marketing — Fashion often sells not just a product but an aspiration. Consumers are not only buying clothing; they are buying into a lifestyle, an identity, or a feeling. This aspirational element is a unique aspect of fashion marketing.
  • Fast Fashion vs. Luxury Marketing — The industry is diverse, catering to both fast fashion and luxury markets. Marketing strategies can differ significantly between these segments, offering a range of approaches and challenges.

Best Channels for Fashion Marketing

Fashion marketing also works best on certain marketing channels, usually those that can more effectively reach and engage a target audience.

Here are some of those channels now, so you can familiarize yourself with your playground:

  • Social Media Platforms — Craft visually appealing content for fashion products on Instagram, Facebook, Pinterest, and TikTok to captivate audiences and highlight your design expertise.
  • Email Campaign Designs — Design eye-catching visuals or snappy copy for email campaigns, showcasing promotions, new collections, and exclusive offers to entice and engage the audience.
  • E-commerce Platforms — Make sure that visuals you use on e-commerce platforms like Shopify, Etsy, or Amazon are optimized for aesthetics and functionality, for a seamless online shopping experience.
  • Fashion Show and Event Graphics — Create compelling graphics for fashion shows and events, conveying the essence of your designs and establishing a visual identity that resonates with potential customers.
  • SEO-Optimization — Produce visuals or write copy that complements SEO strategies, making sure your client’s website is visually appealing and optimized for search engines.
  • Content Marketing Visuals — Design captivating visuals for content related to fashion trends, styling tips, or behind-the-scenes looks, contributing to the overall storytelling aspect of the brand.
  • Collaboration and Partnership Graphics — Develop visual assets for collaborations with other brands, designers, or retailers, creating synergy and expanding the brand's visual language.
  • Retail Partnership Visuals — Design assets that align with the brand's identity for retail stores, ensuring that the products stand out on physical shelves and maintain a cohesive visual narrative.
  • Interactive Experience Graphics — Craft visuals for interactive experiences like virtual try-ons, AR filters, or interactive campaigns, enhancing user engagement and creating memorable brand interactions.
  • Mobile App Design Elements — Design the visual elements for a dedicated mobile app, focusing on creating a visually appealing and user-friendly interface for an enhanced shopping experience.

How to Create Irresistible Fashion Marketing

A dress and hat on a mannequin with a "heart eyes" emoji.

And the reason we mentioned the uniqueness of fashion marketing and the best marketing channels to use, is because you’ll have to keep all of that in mind if you’re creating marketing assets for a fashion brand.

It’s a lot, we know! So, here are 6 winning tips to help you start crafting irresistible fashion marketing!

1. Keep an Eye on Your Data

In an industry where trends and styles can change at the drop of a (fashionable) hat, you want to stay up to date on what your client’s consumers are demanding.

For that reason, encourage your clients to analyze their customer data using tools and KPIs that align with their goals.

Here is a list of some metrics for them to keep their eyes on:

  • Website Traffic — Monitor the number of visitors to your fashion website. Analyze the sources of traffic to understand which channels are driving engagement.
  • Conversion Rate — Track the percentage of website visitors who take a desired action, such as making a purchase or signing up for a newsletter. This reflects the effectiveness of your marketing efforts.
  • Social Media Engagement — Evaluate likes, shares, comments, and overall engagement on social media platforms. Identify popular content and adjust your strategy accordingly.
  • Email Click-Through Rate (CTR) — Measure the success of your email campaigns by assessing the percentage of recipients who clicked on links within your emails.
  • Customer Acquisition Cost (CAC) — Calculate how much it costs, on average, to acquire a new customer. This helps in assessing the efficiency of your marketing spend.
  • Return on Ad Spend (ROAS) — For paid advertising campaigns, determine the revenue generated for every dollar spent. A higher ROAS indicates a more profitable campaign.
  • Average Order Value (AOV) — Understand the average amount customers spend in a single transaction. This metric is crucial for maximizing revenue.
  • Customer Lifetime Value (CLV) — Predict the total revenue a business can expect from a single customer throughout their entire relationship. This guides long-term marketing strategies.
  • Brand Awareness — Assess brand visibility and recognition through surveys, social media mentions, and other qualitative indicators.
  • Inventory Turnover — For fashion retailers, keep an eye on how quickly products are sold. High turnover indicates popular items, while slow turnover may require inventory adjustments.
  • Social Media Follower Growth — Track the growth of your social media followers to gauge the expanding reach of your brand.
  • Customer Retention Rate — Measure the percentage of customers who continue to engage with your brand over time. Building customer loyalty is as vital as attracting new customers.

Use the info to help your client create detailed user persons to help guide you toward the kind of content that resonates with your client’s target audience and makes them eager to engage.

2. Lean on Brand Identity

Identity is very important in fashion; it’s the reason certain brand names can command a price tag many times that of an identical but unbranded item.

A strong brand sets a fashion client apart. It’s not just about clothing or accessories, it’s about creating a unique experience, one that makes the customers wearing their brand feel special.

So, lean on that exclusivity. What sets your fashion client apart? What distinctive elements define their brand identity and how can you leverage those elements to create a memorable and authentic connection to their audience?

Whatever those elements are, whether it’s a striking color palette, a distinct tone of voice, or a unique logo, integrate them into your design, your videos, your copywriting so that every asset you create accurately reflects the brand.

(If your client doesn’t have a brand guide, be a pal and kindly refer them to our branding services page, would ya?)

3. Visual Storytelling

An open book with caption bubbles for visual storytelling.

Fashion marketing is all about the visuals and if you can weave a narrative into those visuals, then all the better.

Consider the power of compelling imagery to convey the brand’s story or the process that led them down the path toward releasing a certain product.

What lifestyle does the brand represent? What emotions do you want your marketing assets to evoke in order to get potential clients to stop scrolling, stop turning pages, and take that all-important second look?

Whether your assets are for print advertising, social media, digital ads, or anything else, the careful use of impactful visuals and descriptive copy can take your client’s marketing beyond just showcasing products. It can tell a story about the brand’s identity, values, and connect with its target audience on a more emotional level.

4. Make ‘em Feel It

And speaking of emotions …

We were just discussing how imagery is a very powerful thing, whether it’s visual or the written word. So, use the power of imagery to make your client’s consumers feel whatever emotion your client wants them to feel.

It can be through the words you use or the graphics you choose, but you want to make your clients feel something.

Consider using colors strategically as emotional triggers for the desired emotional response. 

Sort of like this:

  • Red — Evokes passion, excitement, and urgency.
  • Blue — Conveys calmness, trust, and reliability.
  • Green — Represents nature, growth, and freshness.
  • Yellow — Radiates energy, positivity, and warmth.
  • Orange — Inspires enthusiasm, creativity, and warmth.
  • Pink — Elicits feelings of romance, playfulness, and charm.
  • Brown — Reflects stability, earthiness, and reliability.
  • Black — Signifies sophistication, elegance, and luxury.

Remember, the experience isn’t always about what you see, it’s about what you feel!

5. Engaging Socials

You’ve scrolled through social media before; we know you have.

Think about what makes you stop and take a second look.

Chances are it’s striking imagery, quirky imagery, or something that otherwise appeals to and resonates with you personally.

That’s what you’ll have to do for your client. Social media offers marketers huge possibilities to engage with existing customers and reach new ones. But first, they have to get those potential customers to stop scrolling.

So, aim for content that makes your client’s audience stop mid-scroll, imagery that sparks engagement and conversation.

Whether it’s through a slick video with a great marketing script, captivating design, or punchy headlines, the goal is to get your audience to stop and look!

6. Design for Multiplatform Impact

To maximize the reach of your marketing assets, it’s crucial to make sure your design and other files are optimized for various platforms.

Whether your client is using your work for display ads, social media posts, website carousels, or any other media they choose, your designs should be poppin’ scaled up or down and on any sized screen.

Consider saving out your final files to the following specifications:

Social Media Specs:

  • Instagram — Square or portrait, go for 1080 x 1080 pixels or 1080 x 1350 pixels.
  • Facebook — Link or square, hit 1200 x 630 pixels or 1080 x 1080 pixels.
  • Twitter — Keep it snappy at 1200 x 675 pixels for tweets with images.
  • Pinterest — For standard pins, aim for 1000 x 1500 pixels.

Display Ad Specs

  • Leaderboard — 728 x 90 pixels
  • Medium Rectangle — 300 x 250 pixels
  • Wide Skyscraper — 160 x 600 pixels
  • Large Rectangle — 336 x 280 pixels
  • Half Page — 300 x 600 pixel

How to Get a Fashion Marketing Job

Sound like something you could do full-time?

We don’t blame you, fashion marketing is hot right now!

Here are a few steps to help get you there: 

  1. First, while it’s not necessary for every position out there, it does help to have a degree in marketing, advertising, or a related field. Fashion marketing is a competitive field so even entry-level jobs are hard to get. If you don’t have a degree, though, then attending an online marketing program is a good alternative.
  2. You’ll also want to keep your portfolio updated with fashion-related assets. Even if you don’t have any fashion clients just yet, be creative! Make something up! HR teams might just like your style and be willing to take a chance on you if you show them the right skill set and talent. 
  3. Once you’ve filled up your online portfolio, spruce up that resume, and start applying away!
  4. Be persistent! It might take a few misses, but if you stay positive and keep applying, you’ll land that dream job.

<div class="c-blog_comp-cta cc-component-2"><div class="c-blog_comp-cta-left"><div class="c-blog_comp-cta-left-wrap"><img src="https://global-uploads.webflow.com/61cdf3c5e0b8155f19e0105b/63695243d096983691046ac3_Potential-Creative.png" loading="lazy" alt="" class="c-blog_comp-cta-left-img"></div></div><div class="c-blog_comp-cta-right cc-dark"><div class="c-blog_comp-content"><div class="c-text-wrapper cc-mb-32"><div class="c-title-4 cc-bold"><strong>Like to work as a freelancer with consistent income?</strong></div></div><div class="c-text-wrapper"><div class="c-text-2">Designity's collaborative model is designed to give you all of the perks of being a freelancer without the income instability.<br></div></div></div><div class="c-blog_comp-wrapper"><a href="http://designity.com/creatives" target="_blank" class="c-button w-button"><strong>Join Our Creative Community</strong></a></div></div></div>

Looking for a New Style?

If you aren’t looking for a fashion marketing job specifically, but you do want to create marketing assets for fashion, wellness, and every other industry in between, then we’ve got a suggestion for you.

Why join the Designity community?

Really! Designity is made up of the top 3% of US-based creative talent and we are always looking for new talent to join our community.

As a Designity Creative, you’d enjoy perks like:

  1. Competitive pay
  2. Consistent and exciting projects
  3. 100% remote work
  4. Flexible hours
  5. Spending less on gas money
  6. No morning or evening commute 

It really is the perfect solution. So, if you’re looking for a way to fill up your portfolio with a variety of interesting projects from a variety of interesting industries and do it all from the comfort of your own home, then this just might be the place for you.

Think you got what it takes? 

Put your skills to the test with our one-of-a-kind application process and let’s make this the start of a beautiful partnership!

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Sara, a Designity content writer.
About the author:
Sara Lopez
Sara is a Texas-based copywriter.
Interested in content collaboration? Email at press@designity.com
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