Online Marketing for the Fashion Industry

27th March 2015

In the last 5 years alone, online sales of clothing in the UK has doubled, and yet many fashion brands are not making the most of this data available to them. What this information tells us is that more and more men and women not only beginning their searching for clothing on the web, but are also completing the purchasing process digitally. These are tech-savvy people using the internet on an everyday basis, and yet fashion advertising is still very heavily steered towards non-digital methods such as TV, newspapers, and magazines. It’s time for the industry to re-prioritise, incorporating digital advertising into their business marketing models.

It’s all about ‘real time’ advertising. In the fashion world there is a definite focus for ever changing trends and traditional marketing techniques are often proving to be too slow-paced for such a high-paced, fast-moving industry. Print advertising, for example, can sometimes become irrelevant before it’s even hit the shelves depending on who wore what. Remember that celebrity endorsement can make or break a trend, with searches for Prince George’s sailing boat dungarees rocketing by 20 percent after his first royal engagement in New Zealand.

Fashion brands should be placing greater importance upon real time advertising, complete with up-to-the-minute information. Many forms of digital promotion, such as social media marketing and online directories, can be amended to reflect the hot trends of the moment, appealing to those looking for cutting edge styles.

Additionally, digital advertising is a way for fashion businesses to reach whole new demographics, and a wide range of new consumers. Contrary to popular belief, young fashionistas are continually looking for new brands, keen to explore their collections. While women aged 25 and up often cite themselves as being particularly loyal to just a handful of brands, women aged between 20 and 24 look at fashion with a more open mind and can be positively influenced by strong marketing campaigns.

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