Your Market: Before you get going with your marketing efforts you have to do yourself a favor: Check that your product, the clothes that you are marketing, have been created with a particular market in mind. Are they for teenagers wanting to look cool, young professionals in a small town, 35 to 50 year old upper middle class women etc…? The point is by now you MUST have already chosen an “inch wide mile deep” market, meaning a group that will easily identify that your product is for them and have the money to pay for your items.
Chances are that if you are a small operator, you won’t be in a position to create trend so you will have to market your own style/niche within an existing trend. Whether you create or just retail clothes this principle applies. Do not make the mistake of trying to appeal to a wide variety of niches because clothing marketers are recognised for their uniqueness. If you ignore this law you will be competing with the big department stores, in which case good luck.
Finally, decide what the top 10% of your target market is and draw a real precise profile of who they are because they will likely represent 80% of your clients. Use online surveys and local surveys to get that information. Do this One Thing and you will be one of the rare business owners who go the extra mile and stand out.
Your Message: Now you have decided what your niche market is, determine what your message to them will be. How will you satisfy the “What’s in it for me?” in your market. How will you make a difference in their day, give a lift to their soul? How will you make them feel that you are the only business they should deal with? In other words how will you nail your point of difference so it’s crystal clear to your customers and prospects in all your advertising and direct marketing? Having a catch phrase next to your logo is a good start, but there will be many other things you need to do to get you market’s attention and stand out from the crowd of competitors
Your Media: Now is the time to decide where your message is going to appear. How does your target market shop for clothes? Do they go online? What Magazines or papers do they read? Which social or professional groups do they belong to? Which Google groups or Facebook groups do they belong to? Here’s one big tip: Always negotiate to have an editorial with the first ad in a series of 4 or 5 ads. People buy your story, not your logo. What ever advertising you do, always split test and measure, test and measure, test and measure….
Direct Marketing: Start by having a strategy to collect details from the non customers, the browsers. Remember only 5% of interested parties are not ready to buy today. So think about how you can be at the forefront of their mind when they are ready to buy, otherwise your competitors will get them! Whether it is online, in your store or on your magazine ads, you must bribe them to give you their email address, phone number, name. Then you can keep sending them offers. What other products or services do they buy and how could you do a joint venture with other retailers, service providers who deal with your market.
Dispelling the “Branding”Myth. Some of the most successful brands were born out of a trend that started in the street. Refer to “The tipping point” from Malcolm Gladwell. So keep focusing on your market and how you can get THEM to virtually spread the word. That alone may save you tens of thousands of dollars in Branding consulting fees.
Distribution: What distribution means you are going to use? If you are a fashion creator you need to secure deals with the retailers who suit your style. Consider exclusivity deals in various localities to guarantee that your retailers won’t drop their price to compete on your product. That way you also create a sense of scarcity that will make your product more attractive.If you are retailing online you will have to find ways to alleviate sizing concerns, and you will have to market your website offline as well, just the same as if it was a physical store.
Finally whichever means of distribution you have chosen, you will always have to market your brand with PR campaigns, joint ventures, direct marketing etc…remember that means of distribution are not a marketing strategy.
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