Marketing for initially started companies

In modern times, to survive or grow in the fashion industry each brand needs to do proper marketing of their products. It is almost another half-story of the brand's direction of working. This is true for brand-new start-up companies and veteran companies to be ahead of their competitors. The way of marketing clothes has drastically changed in the past few years. Therefore, it becomes vital for brands to constantly adapt and evolve with new brand strategies.

With the boost of the internet from the past few decades, it also becomes vital that brands have an online presence and have a digital marketing department within management.

 

In this sector, the DSPAT team will present different ways of marketing, strategies and branding styles. All are classified as per the following types.

1. Branding and Marketing during the selection or beginning of a brand
2. Marketing for initially started companies
3. Marketing for established veteran brands
4. Online/Digital marketing for brands

Marketing for initially started companies

 

Once an entrepreneur decided on or goes through the first marketing classification, it becomes easy to direct marketing strategies and funds.

 

• Marketing audience can be targeted by serval factors like making a model of the ideal customer. This can be done by serval customer parameters like age group, gender, shopping habit, income and spending range, fashion enthusiasm, location, needs, and purchasing power over choices. This can be one or many ideal models.
• Then in the next step, make sure it is correct and has a positive impact on sales by trial and error. Once the right customer / Target audience can be found, it'll become easy to invest in new stock and further marketing strategies.
• I.e. - Levi’s targets more young people with a mid-range price for casual street style wear clothing.

• Starting an ad campaign and creating significant revenue from it may become difficult due to the higher rate of competition. Therefore it becomes vital that shows the benefit to the customer in campaigns or makes it possibly lucrative.
• I.e. - NEOFAA brands give 20-50% discount on Valentine collection for womenswear.

• Start recognizes the impact of locals including cultural, social, political, economic, legal and technological changes and acts accordingly for marketing ads.
• I.e. - Asoplav brands sell wedding collections for Indian cultural marriages. It is applicable for both gender and filled with lots of wedding vibes.

 

• Promote and focus on best-selling products or make an extension of that by launching a similar range, more colours, sizes and variety. Make merchandising of these certain products more lucrative. Brands can also bring possibly promotions and offers to start targeting more audiences with it.
• I.e. - Marks and Spencer brands selling Percy pig pyjamas (Which they’re one of the highest selling products) for both gender or for children. Basically, it is available for the whole family even with different colours and patterns.

 

• One of the compounding sales points is to make all marketing efforts consistent. If it didn't give rise in sales then make changes according to need but make it continue so that it starts to catch the eye of customers. Mostly evergreen or long-term trendy product marketing falls into this category.
• I.e. - Ad of navy suit from suit supply. This can be widely shown in banners, ads and on social media.

 

• Make a website with more attractive and easy-to-use features. A brand can also insert details about fabric, products and their manufacturing history. Simultaneously, cross-selling also becomes a thing for online sites and retail space. In this matching stuff or accessories can be suggested or placed nearer to the main products.
• I.e.- Website of brand River Island - Have a guide for all kinds of products and suggestions of collections.

• Start looking for a long-term brand ambassador, if not possible then at least start working with influencers and with persons who have been in the public eye.
• I.e. - Jenna Ortega becomes a long-term brand ambassador of the Adidas sports collection.

 

• Always keep an eye on ad scheduling and its impact, and make your ads at the proper place at the proper time with the proper amount. Auto ads schedules and hot ad spots can help in starting revenue.
• I.e. - the REISS brand often makes ads on the large screen of Piccadilly Circus, London which has a huge influencing impact on customers.

• Make a proper brand identity, and manifesto, choose a brand archetype and present it with each and every campaign. Work on vision and mission and show how you work for it through various frequent reports.
• I.e. - Save the children have the clear-cut voice of its brand’s work, its impact and its mission.

• In such a scenario, brands also need to keep in mind that marketing has an impact on sales. This can be done by tracking of the impact of a particular marketing strategy or sales increment after a specific campaign. Simultaneously, Funds for marketing should be carefully chosen to balance the growth and survival side of the business.
• I.e. - The brand can decide a specific portion of their income or limit of funds that will go to use for upcoming marketing campaigns.

 

Questions -

1. What are the things that need to keep in mind during fashion brand expansion at the initial stage?

2. What are the types of marketing to approach people?

3. Explain various marketing plans with examples.

4. What are the steps to take when we are going to expand a clothing brand?

 

 

Reference

Approval. (n.d.). 10 most effective marketing strategies for a fashion brand. Appnova.com. Retrieved 2 February 2023, from https://www.appnova.com/marketing-strategies-for-fashion-brand/
Asopalav - best Indian ethnic wear brand. (n.d.). Asopalav.com. Retrieved 4 February 2023, from https://www.asopalav.com/
Bosch, A. (2022, November 22). Fashion marketing 2023 ultimate guide [examples & tips]. P2P Marketing. https://peertopeermarketing.co/fashion-marketing/
Family Christmas pyjamas. (n.d.). Marksandspencer.com. Retrieved 4 February 2023, from https://www.marksandspencer.com/l/christmas/christmas-family-pyjamas?rdUrl1=/percy-pig-family-christmas-pyjamas/p/dsc01519486155eebfd0b0b6496c9671c1
Havana suit navy. (n.d.). Iep Dakar. Retrieved 4 February 2023, from https://www.iep-dakar.com/shop/havana-suit-navy-mens-suitsupply-suits-8/
Hodgson, J. (2019, August 23). Reiss enjoys sales rise ahead of Piccadilly Lights campaign. Evening Standard. https://www.standard.co.uk/business/reiss-enjoys-sales-rise-ahead-of-piccadilly-lights-campaign-a4220086.html
Mens Fashion and Clothing - Menswear. (n.d.). River Island. Retrieved 4 February 2023, from https://www.riverisland.com/men
Neofaa: Best women Tops, Shorts, shirts & Shrugs online clothing store. (n.d.). Neofaa.com. Retrieved 4 February 2023, from https://neofaa.com/
Save the children UK. (n.d.). Org. UK. Retrieved 4 February 2023, from https://www.savethechildren.org.uk/
Shepetyuk, I. (2023, January 2). The best marketing strategy for fashion brands. Merehead. https://merehead.com/blog/the-best-marketing-strategy-for-fashion-brands/
UAL. (2020, November 9). Fashion marketing intensive online short course. UAL. https://www.arts.ac.uk/subjects/fashion-communication/short-courses/fashion-marketing/fashion-marketing-intensive-online-short-course-lcf
Whitney, M. (2022, December 13). 31 fabulous fashion marketing tips. WordStream. https://www.wordstream.com/blog/ws/2019/07/03/fashion-marketing

Writer - DSPAT Team