No matter the quality of your products and services, how much you spend on advertising, and how much you post to social media, your business isn’t expected to get very far if it doesn’t have a brand. Furthermore, Your brand packages up your corporation name, offerings, logo, and content into an experience for your audience and clients. Moreover, It is the perspective of businesses that consumers come to trust, that places businesses ahead of their opponents.
Furthermore, having a brand is not enough. It’s necessary to be consistently creating that brand and strengthening its associations in the minds of your target audience. The following section will examine the important aspects of brand awareness.
Branding
Most importantly, great branding can help with a larger profit margin. Moreover, there are a lot of identical items in the fashion industry. Often, people are purchasing more for the label than for the actual product.
Consumers spend more time with their computers and phones. Digital marketing is huge in today’s market. Therefore, great online presentation and content are key for people to remember you. For startup companies, a good way to get traffic is through working with social influences. Moreover, It’s all about finding your niche market and exposing a good quality product or service to them.”
Regardless of their size or niche, the best fashion brands have a few things in common. Which are respectively mentioned below :
- Are good at visually communicating with their customers
- Use product descriptions to give character to their products
- Tell an appealing story with their About page
- Avoid selling on their homepage
- Regularly introduce new products
- Sell a specific look
- Make it easy for shoppers to buy the right size and fitting
- Invite customers to be part of their community
- Leverage user-generated content (customer reviews) to help sell their products
The key to building successful e-commerce businesses lies in creating a lifetime customer value so that customers not only come back for more but also share their experience with their friends and family on Social Media.
In Fashion retail industry, brands set the foundation to build lifetime customer value on things such as:
Perceived Value
Perceived value is what a customer believes merchandise to be worth when he or she agrees to pay (or not pay) for ownership of the product. Compared to the real value of the product, perceived value is more difficult to measure directly; yet it has a greater impact on its value to the customer. Having said that, the perceived value of products offered by a brand is also measured by the brand loyalty, awareness and positive associations that the brand has engendered in its target market.
Honest, Openness & Realness
We’re living in an era when brands have to be completely transparent and honest. Companies today no longer have the same information benefit over the customers which they used to have earlier when there was no Internet as they could run business in isolation with the customer. An unpleasant customer today can cause more damage to a brand with the help of social media than at any time in history.
Personalized Shopping Experience
Some sites collect customer’s shopping preferences in the form of a Quiz before giving them personalized shopping experience and product recommendations. A Fashion Retailer must try to collect as much information as possible from customers whenever they have the opportunity, without overwhelming them.
Crowd-sourcing & Fashion Retail
In the traditional Fashion industry, what’s sold in the market comes from the taste-makers sitting at the top, telling the world what to wear. However, a big shift has started to happen as modern Fashion Retail companies have broken and changed the flow of fashion upside down with the help of crowd-sourcing. They have given customers a voice and enabled them to tell the brand what they want.
Informational Content
Good content is what sets your website apart from the masses and delivers the right message into the hearts and minds of your customers. The success of your website is determined primarily by its content. Ultimately, content wins the wallets of your customers. All other components of your website (design, visuals, videos, etc.) provide a secondary support role. If you have effective taglines, great design will only enhance their effectiveness. The design itself does not sell. The content of your website should always begin with proper market research.
First, you should determine your high-value customers (HVC) and define personas for your website. Then you should determine how you will target them. Taglines and slogans that are customer-centric (i.e., focuses on the needs and wants of the customer) are essential to capturing the attention of your prospective customers. Your taglines must deliver a clear value proposition and include an effective call to action. The key to a successful website is having clear, relevant and keyword-rich content that delivers the right message with power and conviction. The content on your website should target your audience, engage them and persuade them to take action.
Generate Brand Awareness
A brand only means anything if it’s recognized by the customer, so the biggest part of the challenge in creating a brand is generating brand awareness. Luckily, there are plenty of ways to build brand recognition.
Builds Trust and Credibility of your Brand
it is required to make sales. Credibility is much like respect; it has to be earned. It takes time to lay the foundation for trust, and consistency to grow it into a solid reputation based on credibility.
Creates Quality Leads and Sales to your Business
The content on your website enables the visitor to know clearly what kind of business you are and what kind of products/services you offer. When they need a product of the kind you are offering, chances of coming to your website are more. Thus, the current visitors may become quality leads tomorrow which have a high probability of turning into customers and therefore sales. As prospects are volunteering themselves to buy a product it becomes easy for you to close the sale.
People will Read and Share it Socially
The proliferation of the Internet has branched into social networking. Social networking is useful to share ideas, views, emotions among people of different groups. Your content can be a potent tool in your visitors’ hands. Given informative, telling articles, your audiences will read them and are likely to share it with friends and others.
Increase Traffic to your Website
Content is becoming more and more important today than ever as search engines are giving a high significance to the websites having user-centric content. Having quality information is now an obvious way to get more visibility on the Internet. It attracts more traffic to the website in different ways. As a website owner, you need to make sure that your articles are good, informative, compelling and practically useful to the audience. Also see to it that it has the words or phrases that people are searching for i.e., optimize the content with the best keywords to increase the likelihood of ranking in the first few places of search results. But make sure that you are not stuffing it with keywords/phrases.
Customer Loyalty
Customer loyalty is something that all companies should aspire to simply by their existence: The point of starting a for-profit company is to attract and keep happy customers who buy your products to drive revenue. Loyal customers convert and spend more with brands they’re loyal too more often, and they tell their friends and colleagues about those brands, which helps drive free referrals.
How to Keep Customers Loyal
Charge an Upfront Fee for VIP Benefits
It is based on making a customer loyal by charging them an annual fee for a VIP or any special service. It focuses only on making frequent customers loyal, so they return for shopping.
Use a Tier System to Reward Initial Loyalty
Finding a balance between attainable and desirable rewards is a challenge for most companies designing loyalty programs. One way to combat this is to implement a tiered system that rewards initial loyalty and encourages more purchases.
Structure Non-monetary Programs
Truly understanding your customers means understanding their values and sense of worth, and shared valued have a huge impact on if a customer will be loyal to a brand. CEB surveyed consumers on customer loyalty and found that customers were loyal “not to companies, but beliefs.”
Use a simple points-based system
This is the most common loyalty program methodology. Frequent customers earn points, which translate into some type of reward. Whether it’s a discount, a freebie, or special customer treatment, customers work toward a certain amount of points to redeem their reward.
Partner with Another Company to Provide All-inclusive Offers
Strategic partnerships for customer loyalty (also known as coalition programs) can be super effective for retaining customers and growing your company. Which company would be a good fit for a partnership? Again, it boils down to fully understanding your customers’ everyday lives and their purchase processes.
Scratch the “Program” Completely
Considering how many marketers offer loyalty programs, one innovative idea is to nix the idea of employing a program altogether. Instead, build loyalty by providing first-time users with awesome benefits, hooking them in, and offering those benefits with every purchase.
Be as Generous as your Customers
From the outside looking in, customer loyalty programs can appear to be nothing more than a scheme to get customers to spend even more money. (Let’s face it, we can all be cynics sometimes.)That’s why loyalty programs that are truly generous stand out — and why customers who are members rave about them far and wide.
Make a Game Out of it
With any contest or sweepstakes, though, you run the risk of having customers feel like your company is jerking them around to win business. To mitigate this risk, it’s important to make customers feel like you’re not dumping them out of rewards. The odds should be no lower than 25%, and the purchase requirements to play should be attainable. Also, be sure your company’s legal department is fully informed and on-board before you make your contest public.
