We are a month away from the proper bikini season. Are you ready? Your abs should be well defined, and your summer body ready. Or you are the typical person that is now panicking how are you going to look at the beach, and suddenly you hit the gym five times a week.

It’s similar to the fashion industry as well as with other industries that are related to a specific season or time of the year. The question we should be asking ourselves is whether and should it be allowed that when the particular season is about to begin, the websites explode from new collections or should we prepare our customers months ahead?

What is the proper and best fashion digital strategy – going all in when the season is here or preparing and planning your digital strategy on time and gradually? It’s the same questions as with your summer body. Should you train as hard as you can take two weeks before a summer vacation or you prepare your muscles way earlier?

Why is digital fashion strategy not prepared for the summer? The fashion industry, from global brands like H&M to exclusive luxury brand like Versace, is an essential part of the global culture and economy. Challenges in this niche come from global economic flows as well as always changing trends and different impacts.

In response to these challenges, many fashion brands have started to make their way to the digital world and implemented many trends in their products. These challenges come from the fact that consumers are no longer passive – digital technologies gave them power like never before. Many of them use digital channels before, during, and after they made their purchases – in-store or online.

And the question is, how are fashion brands coping with these new trends in their digital strategies? Do they work their summer body in winter or in times of panic push the limits of consumers with excessive seasonal targeting? Because the numbers say it enough. According to statistics, more than 25% of sales in fashion in Western Europe are expected to be online by 2020 (on platforms or websites). All of that is telling us that the marketing strategy for fashion brands is turning (or should be turning) more and more to the digital platforms.

And how is it all in real life – are fashion brands prepared with their digital strategies and social media for all of these new changes? Or are they nervously trying to get their piece of cake seasonally?

For now, fashion brands don’t have their digital strategies 100% right. They can gain a lot, but they still need to learn that digital marketing is a long run and not a seasonal sprint.

Online marketing is complex and demands strategic planning and using all the channels and platforms which are at our disposal but to the appropriate extent and with a focus on those who we are sure they are “doing the work.”

How to prepare a marketing strategy for the fashion industry

Every marketing strategy needs a plan. And every fashion brand needs a good marketing strategy to gain new customers and keep the old ones. How to create a good one? Here are five bits of advice for your fashion digital marketing strategy:

A website presence is a must 

It all starts with your website. You cannot expect to have a proper marketing strategy today without including the digital. Consumers are spending more time shopping online and less time visiting the brick and mortgage stores. For you, this means you should get a website ASAP if you don’t have one – and change your status and bring the fashion on the web.

Go mobile

After determining that you need a website, we can move on to the next most crucial thing for the fashion marketing strategy. Smartphones are becoming the most popular option for browsing the web, and that’s why every fashion strategy on the web needs to have a responsive website. Fashion niche is especially sensitive for mobile and not having a mobile responsive website will make consumers go to your competitors who are actually following the trends.

Social media for fashion is a must

Social media channels for fashion is not a choice, is an obligation. Your social media channels are a great way to connect with your audience and at the same time, promote your products. For example, Tiffany & co took their social media presence to the next level. They combined mobile digital strategy with interaction on social media. The result – A 20% increase in sales!

Take advantage of the new trends

If the fashion industry doesn’t follow the trends, no one will follow them. Easy like that. One of the best fashion digital campaigns revolves around influencers and technological innovations. For example, The Undress focused solely on a specific niche and targeted specific influencers to reach them. Influencers are the hot topic for the past few years, and many industries are successfully using them for their digital strategy and so should every social media for fashion.

Personalize your content

According to reports, 43% of purchases are influenced by personalized recommendations or promotions, and 75% of consumers want brands to personalize messages, offers, and experiences. What is the lesson from that?

The more you personalize your message, the more products you will sell. Fashion on the web cannot be boring and unique for all of your consumers. You need to target your products through consumer preferences and interests. That is how your fashion marketing strategy can be successful.

 4 rules for the digital fashion strategy

 For your digital fashion strategy to work on the web and social media, you need to be aware of your content. But not every idea and content will fit every social media for fashion. It is essential to work strategically and with a clear method in mind, for your content but also promotions. Here are four rules to keep your going in the niche digital marketing:

1. Know your audience

 You must know who your current and potential fashion brand audience is. Your brand’s messages, content, promotions, and social media platforms should be a pure reflection of your audience.

2. Know your goals

Once you know to whom you will target your content and overall fashion digital strategy, you should think about the purposes of your fashion business. Your one goal might be brand awareness if you are new to the fashion market. Moreover, boosting your sales could be another business goal.

3. Know your content

Making a strategy for your content on digital platforms is more than plain text. Digital content takes many places and forms – from ads, copy, video, and e-mails – you need to determine what is the right content for your digital fashion strategy. Take a look at your goals and audience and refine your content to fit them.

4. Always try to improve

It’s better than your social media for fashion has a targeted content that a strategy called “one size fits all.” There are a lot of possible tools and channels available, but not everyone will do the right job for your digital fashion strategy. Listen to the feedback of your audience and goals – and don’t be scared to change or spice things up if the niche digital marketing is not showing expected results.

Recap: what we’ve learned about the digital fashion strategy

Digital strategy for the fashion industry is a necessity. But not without the right approach and plan that will have a deep understating of all the specific things about this niche. Moreover, you need to truly understand your audience’s mind and have a clear goal. That is when fashion on the web will be a huge success.

As a digital marketing agency, we worked on different fashion digital strategies – from creation to implementation – and the key is always the same: creating an outstanding digital strategy is possible if you plan it, refine it and keep an eye on the news and trends.

Of course, a vital part of the digital fashion strategy is listening to the customer’s pulse and not to fall behind the competition. If all of this seems too much – don’t worry. We have many years of experience in working with digital fashion strategies and will gladly help. Contact us to get your summer body ready before summer!