Setting up your own business is never easy, but if it’s something you’ve been considering for some time, it’s well worth giving it a go — especially if you choose to enter into an industry you’re genuinely passionate about. Although it comes with some challenges, including tough competition and an ever-expanding market, fashion e-commerce is a great way to access a wider audience and gain higher profits than those who don’t sell online. Furthermore, clothing, textile, and footwear stores have seen the greatest year-on-year growth in the e-commerce market, there’s no better time to break into the industry. To start attracting buyers and retaining loyal customers, here are our killer tips for creating a successful online store. These strategies cover how buyers experience each element of your online store to explain how each aspect should be crafted to attract buyers and drive up sales. By following these strategies, sellers can target customers’ interests through their online store so that their business stands out amongst less savvy merchants.

Identify your Customers

When you’re setting up any business, it’s important to establish who your customers are going to be before you start designing and selling. We found that it was best to break down this information into several categories, including aspects like age, sex, location, and disposable income to truly understand who to target. Not only was this helpful in the product development process, but it also helped to steer us in the right direction in terms of advertising. To work out who your customers are, you might find it useful to watch what your competitors are doing and determining what kind of groups are talking about their products, as it’s likely to be similar for you. You could also benefit from using analytical software to see where the people visiting are from, or even distributing free surveys online to reveal which groups would be interested in your product to establish your initial clientele. It’s also worth noting that your target audience is always susceptible to change. And, this isn’t necessarily a bad thing, as it means you can reach out to many different groups — you just need to be able to respond to inevitable changes by thinking up innovative strategies that’ll ensure you have a loyal band of customers.

Visual is As Important As Quality

It’s no secret that successful fashion e-commerce requires excellent photography. Most stock images simply don’t cut it anymore. Hire a professional fashion photographer to take high quality photos of your inventory that go beyond the simple product shot to tell your brand story. Your store will outshine your competitors and the ROI will be well worth it. The quality of visuals should provide the maximum information to the audience, while heightening the perceived value. Professional product photography helps to establish the real feel of the fabric, material, stitch details, emblems and more. Navigable product photographs in successful fashion websites offer options for zooming into images to get a better look. Other than the product photos, the overall visual (website design and navigation) should feel shoppable. An e-commerce website in this case should be understood the same way you would design a physical store. Further, several stores also add product packaging pictures to let the customers know how they will receive the item.

Be Smart in Marketing your Brand Online

E-commerce fashion entrepreneurs rely heavily on social media for driving traffic to their website, so they spend a lot of time observing the trends their audience is engaging with. Instagram plays a large role in marketing strategy, as it allows them to quickly share eye-catching images of their latest designs, as well as pictures of celebrities who are wearing them. If you’re venturing into the fashion e-commerce industry, we would highly recommend using social media in this way to market your brand. Platforms like Instagram and Facebook give you the opportunity to get creative and show your target audience what your brand is like. Making a content calendar to plan what will be shown across what platform will be a big help when you’re in the busy initial stages of setting up. Plus, if you make your content creative and exciting enough, it can be shared around to gain you visibility across the internet. Try out print advertising. It might seem difficult to analyse the traffic from these advertising efforts but, if you offer the likes of magazines unique discount codes that their readers can use online, the conversions are pretty easy to track. So, don’t get hung up on one type of advertising. It’s all a process of trial and error, and sometimes it might be best to use a combination of marketing techniques to access a wider target audience.

Create a Great User Experience

When creating your website, it’s often best to opt for a simple and user-friendly design, as complicated or spammy-looking sites can deter people from making a purchase. Focus on imagery and let your products do the talking. If your website is good enough, you won’t need many words to explain your brand’s vision, so think carefully about the layout and images. Try to limit clashing colours and using clunky paragraphs across your website, as these are likely to look chaotic and may put your customers off from delving any deeper. The checkout process should also be easy to navigate having a fast and seamless checkout process with a trusted payment platform which could help you to secure a much higher conversion rate.

SEO and Content Marketing

Content is still the king when it comes to online leadership. For fashion retailers, a key to success in this regard lies in fashion blogging and photography. Regular fashion related articles (4 to 5 lengthy articles every month) is the modern way of marketing brands and looks. They don’t just create interesting stories but also assist in the technical aspect of website marketing involving SEO (H1 tags, Meta Tags, Alt Tags, Internal Links and more). E-commerce store should have better content marketing strategies to boost ranks on Google on targeted keywords.

Invite in guest bloggers who would help market your brand among their audience and consequently, also offer a greater exposure to your products. Collaborate with leading fashion bloggers of the industry which might adds value to your store.

Take Advantage of Email Marketing

Email marketing is an easy way for merchants to build relationships with their customers. Merchants can send out targeted messages to segments of buyers that address each group’s specific wants. By appealing to buyers’ interests, email marketing is a powerful tool for encouraging sales and increasing revenue.To get started, you’ll need to collect the emails of buyers and make sure that they want to receive messages from you. There are plenty of opportunities to ask buyers whether they want to receive email notifications, such as at the checkout process or even in a pop-up window while they’re browsing.

Running a fashion e-commerce business can be difficult, but with hard work, continual assessments of the market and strategies to stay ahead of your competition, you can succeed.

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Feb 11, 2020
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