SALES: How To Best Sell Your Fashion Pieces Online

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Hi Guys,
As the State of Fashion report of 2017 noted, online sales in the fashion industry increased and are expected to keep growing in future years (+12% as of 2020).
This is all fine and good but you’ll ask me: how can your fashion business benefit from this trend?
This is exactly the subject of today’s article. We interviewed Juan A. Montilla, Creative director at Mortimerland Design about the success factors of selling fashion online.

Why would customers prefer shopping online instead of in a brick and mortar shop where they can touch and try on the products?

There is no doubt that the digital revolution in fashion business is about immediacy and straightness. Purchase decision processes are nowadays more instinctive and brief than they have ever been. People decide what they want in a few seconds. They get suddenly excited about a bag or a dress they are viewing for the very first time on Instagram; and in matter of seconds they are praying to find it on the online store. They just can’t wait.
And the most amazing part is that all this sequence takes place in less than thirty seconds! In the old times the same process would have taken an entire evening going from one store to another. The point is that if you are unable to satisfy this brief excitement with the fastest, easiest, most pleasant, and most sophisticated experience, you are definitely loosing the train.
What are the key ingredients to make a fashion brand successful online?
The key factor is undoubtedly the capacity to become part of your customer’s “social persona”. It is no wonder that we are all two different persons online and offline, although 90% of people won’t ever admit it. Your “social persona” is the projection of all your aspirations, goals, and expectations, come true in the magic land of The Internet.
Your “persona” is the way you want everybody to see you: successful, trendy, interesting, outgoing, intelligent, fun, etc. And that is exactly the field where fashion brands have to play the game, in the social aspirations of customers. For instance, by interacting with brands like Aston Martin, Louis Moinet or Hacket you are trying to define your social persona as a young, sophisticated, outgoing gentleman. If your brand becomes a useful factor for people to build their online personas, there is no doubt you will be also one of their first options while deciding where to buy their new dress. Furthermore, if their customer experience is good enough, they will become evangelists of your brand, providing you with free brand exposure on digital media for a long while.

The benefit of selling online seems obvious when it comes to ready-to-wear designers. What about Couture designers? Is selling online applicable to all kinds of designers?
Of course “Couture” shopping behavior is different to “prêt-à-porter” one. Couture customers are looking for high-end, personalized experiences. Nevertheless, the decision to buy clothes and accessories is usually taking place online, so if you are not there to show not only your clothes but your brand experience, they will find other clothing references to follow and your brand will be pushed into the background. In the case of Couture designers it is more about starting friendly relationships with your customers, interacting with them, talking to them, giving them advice, etc. in order to drive sales to your firm and build long lasting relationships with them.
What would you recommend fashion brands to do to ?
We should keep in mind that every brand is a single universe that should be targeted towards a specific area of customer’s brain. Becoming a relevant part of people fashion interests is not an easy task. You will need to develop such a singular, interesting, strong, coherent personality that stands out from the current, overcrowded, fashion business establishment. Your fashion DNA must be something unique, something precious. True brand experiences are successful because all the people involved understand its fashion DNA and work together in the same direction to keep the coherence in all the branding actions.
Fashion DNA, as human DNA, needs to be unique. It makes no sense to imitate other brands. The brain of your customers is a wide universe where most of the opportunities are undiscovered. Just try something different, something only yours.

Juan A. Montilla, Creative director at Mortimerland Design
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Did you find this article interesting?

Find more tools to help you with your fashion business in the number one FXF guide. “The Fashion Business Plan” by Bako Rambini is available on Amazon.


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NEWS PICK: How Retailers Can Find Which Technology To Use

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Technology evoloved so fast, so many applications can be used. However how to decide which ones are worth investing in?
Through the angle of the Customer of course. Key for retailers is to correctly identify their demographic and Customer and see which application enables to better “assisting them on their journey to discovering what they need, offering perfect product value and curation of interesting things, providing a personalized experience, and delivering a frictionless, easy path to purchase.”

More here via Fashion United: http://bit.ly/2jtFWak

*******************************************************

Did you find this article interesting?

Find more tools to help you with your fashion business in the number one FXF guide. “The Fashion Business Plan” by Bako Rambini is available on Amazon.


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To receive more news and fashion designer tools, follow us

 

 
 

MARKETING: The Basics Of Your Fashion Brand Marketing Strategy

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Hi Guys,
Start writing your marketing strategy by positioning your brand.
Where would you be?
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This step is key since your whole strategy (the quality of your products, your collection, your price points, your promotion and your distribution) will depend on your positioning.
Remember our last article regarding Haute couture, before putting your brand in this category.
So choose well!
 

Credit: Photo by fervent-adepte-de-la-mode edita_v-md-5

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How to define a proper marketing strategy to raise capital for your fashion brand?
Find more tools to help you through your fashion business plan, with the number one FXF guide. “The Fashion Business Plan” by Bako Rambini is available on Amazon.
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Book cover - The Fashion Business Plan

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Transform A Yellow Spot Into The Sun

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Hi Guys,
Monday’s back, time to analyze last month’s sales.

So how did you do this time?
Have a look at your products…A nice cut, a delicate draping on the waist, the way the fabric flows, the excitement you feel when you unpack your leather bag, the atmosphere in a shop you like spending time into…Is it really what it’s about ?
What makes a customer pick you over another brand? What makes a customer come back?
Enchanted customers want an enchanting brand
The world needs you for your vision and your dream. You have to offer the access to a new universe, something distinctive that corresponds to your sole vision.

And the uniqueness of your voice is key. Your customers will not reward you for being an imitation of other brands. You have to cut out. You have to make a difference.
For that reason, you have to give us a taste of what makes you truly unique.
As a fashion designer, your job is to dream. Your job is to translate your inner world in a brand. Your job is to stir up desire, arouse curiosity, make people happy and create an obsession to reach maximum impact.  

Show us the most accurate version of your vision
Pablo Picasso said “Some painters transform the sun into a yellow spot, others transform a yellow spot into the sun.”

So be that painter. Be that visionnaire.
Your job as a fashion designer is firstly to get the most accurate idea of your vision. Then you have to find the fullest way to translate your vision in terms of design and business strategy.
Maximum impact is reached through the alignment of vision, design and strategy.
 
So today, THINK BIG.

How do you want to enchant your Customer?
 
Happy successful week to all of you!
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How can I transform a yellow spot into the sun? 

Find more tools to help you through your fashion business plan, with the number one FXF guide.

Find more tools to help you through your fashion business plan, with the number one FXF guide. “The Fashion Business Plan” by Bako Rambini is available on Amazon.
button Fashion BP
Book cover - The Fashion Business Plan
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