Seven Tips to Achieve E-Comm and Social Media Success

8/6/2014
New apparel brands trying to find their way in a competitive market easily can be overwhelmed with the challenges of keeping up with the consumer — as well as standing out from the crowd. The WWDMAGIC team offers seven trusty tips for using e-commerce, online marketing, and social media to get noticed and give shoppers what they want.

1. Consistent brand voice and messaging. WWDMAGIC brands that are successful online do their best to maintain the brand image that their customers relate to. These brands keep their brand voice consistent across all channels of communication. They have taken the time to understand how their customers prefer to be communicated with as well as how their customers search for the products that they want to buy.

2. E-commerce. Many WWDMAGIC brands are afraid of selling directly to consumers via e-commerce because they believe that buyers and retailers will not want to carry their products. There are pros and cons to selling online in a B2B or B2C capacity. It is important to research the role of online sales revenue in your overall revenue and expansion goals. For example, if you sell exclusively to Saks 5th Avenue or Nordstrom, maybe you can test e-commerce with a small collection of goods that are not found in those retail stores and do not compete with that retailer’s distribution of your product.

3. Email marketing. For retailers, email continually proves to be the most effective marketing technique. It is 40 times more effective than Facebookor Twitter. Capturing emails is important for all brands looking to expand their customer base. The advancements in data are going to help make targeting and remarketing even more effective for those with great e-commerce foundations.

4. Public relations. PR is a very important component of marketing for a fashion brand. From magazine editorials to celebrity dressings, blogger features to TV show inclusion, press validates a brand.

5. Blogger collaborations. It is important to note that these pieces of content are often more costly than working with traditional influencers, but as consumer behavior shifts to mobile and video, it is an investment usually worth paying. The three most common way to work with bloggers are:
  • Outfit Posts: The brand gave the blogger key items from their collections and let the blogger style her own outfit. The blogger then referenced the brand in her post and social media accounts.
  • Contests & Giveaways: If the brand wanted to sponsor a contest or give away an item, often they employed bloggers to review the product.  The bloggers would then ask their audience to leave a comment for a chance to win.
  • Brand Campaigns: When a brand launched a campaign for a specific season or collection, they often employed bloggers as brand ambassadors or models, featuring them on their website.
6. Affiliate programs. Affiliate marketing allows brands to earn new customers and online sales through the efforts of publishers and those using links to generate revenue from content featured on their websites.

7. Brand blogs. Blogs are like your online magazine, and your audience is interested in this type of content. It is easier to draw your customers into an article than it may be to get them to immediately convert to a purchase. The journey for the millennial consumer is complex, so the experience that the brand provides is important.
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