The fashion industry is rapidly evolving with new trends emerging every so often. However, in such a thriving industry, digital marketing for fashion brands is a must.

Since there is a thriving competition, your fashion brand needs strong efforts to maintain and grow a strong identity.

So, we uncover the 5 top tips to digital marketing for fashion brands to really spruce up your image.

The Fashion Industry in Malaysia 2021

Today’s fashionable items are frequently mass-produced and automated as opposed to hand-made. Furthermore, with the rise of mobile usage and the impact of COVID-19, eCommerce has become the primary selling channel.

Nonetheless, these fast changes push brands to fast decision-making to stay over water. So let’s first look at how they influenced the fashion industry in Malaysia.

More Competition

Fashion is such a wide industry with options of local, global, vegan, retailers, and wholesalers. Recent years have shown that even second-hand thrift stores have peaked in popularity.

With so many choices, the fashion industry has become more competitive which screams for innovative attempts to draw in consumers.

Mobile-friendly

As a result of COVID-19, many people are now avoiding in-store shopping and turning to eCommerce platforms. Scrolling through catalogs, selecting items, and checking out online is the new norm.

To fit in with the times, fashion brands are creating an omnichannel experience to gain customers on both online and offline platforms.

Ethical Sourcing

The fashion industry is constantly criticized for its lack of sustainability and other ethical values. Now, people are becoming more aware of the carbon footprint left by clothing production, as well as the poor working conditions in sweatshops.

As a result of these factors, they are more responsible in their choices of fashion brands, especially fast fashion.

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Digital Marketing Strategies for Fashion and Luxury Brands

For retailers in every industry, being flexible is important to adapt to new patterns of consumer behavior. So what kind of digital marketing strategies do we use in fashion marketing?

Clearly define target customers

Since fashion is a large industry, it is extremely helpful to clearly define your niche. You don’t want to sell kid clothing with an adult marketing plan, right?

Hence, determining your goal will help you settle on your unique sales point and which you can use to further distinguish your brand.

In any event, fashion brands should convey their message and principle effectively to their target customers.

Allow shopping on multiple channels

Combining offline and online stores can help expand your client base and increase brand influence. You can optimize your website, build social media accounts, or use online marketplaces in addition to physical stores.

But make sure to do market research and to see what platforms your customers prefer.

That is why fashion retailers are now employing multi-store management technologies to keep everything in order to manage and provide a complete omnichannel experience.

Create an omnichannel shopping experience

An omnichannel experience is made up of distinct touchpoints that are seamlessly connected across various shopping channels. Customers can, for example, purchase an item online and pick it up in a physical store.

However, creating an omnichannel business has its difficulties, such as expanding the number of touchpoints and managing inventory management.

With the advancement of technology, it has been much easier for fashion brands. By using a POS system with real-time synchronization can help connect numerous channels and give real-time product availability information.

Have a consistent brand image

It’s crucial to have a consistent fashion brand image to show consumers how you’re different from the competition.

Hence, be consistent in your communication pieces, such as employing the same brand logo, displaying the same color palette, or conveying identical brand messages across numerous platforms.

As a result, customers are more accustomed to these aspects over time, giving your brand a distinct “look” and “feel.”

Don’t lose focus on product quality

It doesn’t matter how skilled you are at marketing your fashion brand if your clothes quality falls short of buyer expectations. So remember to inspect the quality of your items from the beginning of the manufacturing process.

The materials, their durability, or the origins of the makers are all the basic criteria most buyers look for. Thus, make sure you’re offering the highest quality available for the price you’re asking.

In the end, while promotions can pull in potential customers, product quality helps hold loyal ones.

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Fabulous Fashion Digital Marketing in 2021

Building a successful fashion brand takes a lot of time and effort, as well as a keen intellect.

Above all, the most important takeaway is to take advantage of technology and internet platforms. In such a fast-changing market, innovation and keeping up with the times are the keys to success.

Next read: Should You Market Your Beauty Products via Google?

Feeling overwhelmed? Not too sure if you’re doing digital marketing right? Not to worry. We are the digital marketing agency you need to bring your brand to the next level.

Marketing your beauty products via Google has proven to significantly boost sales

The beauty industry has seen explosive growth over the years and is continuously growing with no signs of stopping.

For instance, nowadays, there is a surge of interest in Korean Beauty products among consumers especially the younger ones.

Besides, many consumers now discover beauty products on social media platforms like Facebook, Instagram, and YouTube so it is no surprise that most brands depend on social media platforms to reach their audience and increase sales.

However, these days, with so many competitions in the beauty industry, a lot of businesses need more than just social media pages to market their products. In fact, the bigger your digital presence, the better.

Therefore, it can be beneficial for you to market your beauty products via Google as well.

Why Market Your Beauty Products via Google Can Be Beneficial?

Google is the world’s most popular search engine. It’s the biggest and the best in the search engine market. The benefits of Google for digital marketing in the beauty industry include:

1. Largest search market share
2. Industry-Leading Search Algorithm
3. Wide Range of Useful Features

Therefore, it’s not a reach to say that a vast majority of your potential customers will be using Google to find your business.

Know Your Audience First 

Before we can move on to how to do the best digital beauty campaigns, it is important that you know your audience. 

Why is it important? It is important because it will help you figure out what content and messages people care about. With this, you can determine the appropriate tone and voice for your message. 

To simply put, it is to get into your customers’ mindset and understand them. Basically,

Knowing your audience > More leads > More sales

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How to Use Google to Market Your Beauty Products

Apart from just being a search engine, Google also offers a number of other services. Businesses have access to free or paid tools that can help them grow their digital footprint and reach more potential customers such as:

1. Google SEO
2. Google Shopping
3. Google Ads
4. Google My Business

Google SEO

What is SEO? SEO stands for search engine optimization, a process of optimizing your website in order to rank higher on search engines like Google.

To get a good ranking on Google’s search engine is definitely competitive as there is a lot of business out there, big and small. However, it is not impossible to get a good ranking for beauty content marketing if you can fully utilize Google tools.

Keyword Research

First thing first, you should do keyword research before you start writing your content. This will let you know which SEO keywords for beauty products are suitable for your content.

Keywords that have high search volume are very competitive so it may be difficult for your content to get a high rank. You may want to focus on long-tail keywords for beauty products especially when you’re first starting out.

Long-tail keywords are less competitive but you have a better chance of ranking higher.

For example, the keyword “makeup” is broad and has a high search volume so your content may get ranked lower. You may want to focus on a long-tail keyword like “makeup for oily skin” which is a more specific SEO keywords for skincare to rank higher. SEO for cosmetic companies is widely available that can improve your ranking.

Your SEO keywords should appear 3-5 times in your content. However, do not over-optimize. It is not a good idea to spam your content with keywords because you can get penalized by Google.

SEO Audit

Basically, an SEO audit is like a routine “health check” for your website. It is a process of ensuring your website can be seen and ranked by Google.

The purpose of an SEO audit is to identify the technical issues that are stopping your website from being ranked by Google such as unresponsive design, slow loading time, crawl errors, and others.

If your website is having these issues, no matter how excellent your content is, the chances for your content to rank on Google are low.

Besides, many e-commerce beauty websites can have a lot of individual pages to accommodate the number of products available for purchase.

So, it is advisable to do an SEO audit on a regular basis to make sure that everything is in order.

Google Shopping

Google Shopping, formerly known as Product Listing Ads allows users to search for, view, and compare products.

When a customer searches for a product on Google, the products are displayed on the main search engine results page or in the shopping tab.

With so many beauty products on sale online right now, it is extremely helpful that users can compare products.

So, the next thing you need to do is make sure your products stand out against other beauty products:

Product title

Include your keyword in the product title and keep it concise and short.

Product description

Make it relevant and well-written, highlighting product features and benefits.

Google Shopping search engine results page (SERP) will only show the first 145-180 words so it’s best to put the most important information first.

You should also put keywords in your description to increase search visibility.

Google Ads

Together with Google Shopping, you can also utilize Google Ads. Google Shopping and Google Ads work more or less the same in drawing traffic and conversion to your site.

The main difference between the two is that Google Ads does not feature product pictures while Google Shopping does.

Google Ads and Google Shopping are charged using cost-per-click (CPC) in which advertisers pay a certain amount of fee each time one of their ads is clicked.

Your beauty marketing campaigns or ads will appear on top of the first page of Google Search Engine Results Page (SERP).

Google My Business

While Google Shopping and Google Ads are paid tools, Google My Business is a free tool that businesses can use to gain visibility and market their business.

If you haven’t claimed and verified your Google My Business listing, you would want to do so immediately.

When you claim and verify, you are telling Google that you do own the business, that you are at that address and that is your contact information.

Once you claim and verify, you will have more control over your Google My Business profile. You can add photos and information, respond to reviews, and most importantly, connect to your website which will improve SEO.

Why is Google My Business helpful? Well, for a start, it gives you the power to attract and engage customers when they search for your business on Google.

Thus, you want to make sure all your information is correct. This is because your Google My Business listing will show up when people search for your business name.

Moreover, you can add a product catalog to your Google My Business listing. This way, you can highlight certain beauty products to potential customers which can help generate more traffic to your site.

Suggested read: Why your business needs Google My Business

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Start Marketing Your Beauty Products via Google

Know you know how to market your beauty brand so don’t ignore Google any longer. To keep up with the digital strategy for beauty brands, you must make use of Google’s remarkably effective services in order to reach a greater audience and increase sales with the best marketing in the beauty industry.

Are all these information too much? You don’t know where and how to start? Worry not as you can always reach out to us. Our marketing experts will handle all your digital marketing activities for you.