The 21st century is predominantly focused on digital marketing and when it comes to sales, online retail keeps growing even more than we’d ever have expected. Luxury brands and fashion items are no different – in fact there’s a whole market out there specifically catered towards high-end products and the digital marketing strategies are customised for such users.
How do you market luxury brands?
Marketing luxury brands takes heaps of care and attention; having an expert marketing team in your corner is always the best option to enter the market and dominate the scene.
Whenever applying digital marketing techniques to a luxury or fashion brand, the first thing to think of is definitely your target market. Identifying the type of people looking to invest in your brand will help you cater your online content to engage with them better.
Always remember to:
- Speak directly to your target audience, customising your imagery and copy to allow them to fully associate with your brand.
- Tell your story with authority and confidence. Show your customer base that you know what you’re talking about.
- Use a personal and exclusive touch with your clients. Luxury clients are used to retail experiences that are personalised and at times even exclusive.
- Consider your pricing strategy. If your brand is as ‘luxury’ as you believe it to be; make sure your pricing scheme matches your brand’s quality. There’s a reason why your products sell for that little bit more – it’s luxury!
Your best bet to achieving such a status is by following key digital marketing techniques that will attract and convert the right customer base:
Luxury and Fashion brands need social media
Ignoring social media, especially Instagram, is a big faux pas in the fashion and luxury industry. The whole point of Instagram is to gain exposure based on aesthetic expertise. Luxury brands and fashion brands generally hold great visual qualities; with packaging and the overall look fitting into the brand’s scope.
Sharing aesthetically pleasing content is also a common feature among Instagram users. The more your fan base shares, the more people will see your brand. It’s a win-win situation. Other great platforms for luxury and fashion brands include Pinterest, Facebook and Twitter.
Give your website that fashion and luxury look
In the world of fashion, where luxury is a basic staple, ‘the look’ is everything. Finding the right look for your website is what will allow your customers to feel comfortable while shopping. Websites that play on the senses and understand the psychology of colour and design will convert much more readily.
Find yourself an expert website design team who can give your fashion or luxury brand the edge it needs in the online image department. You’ll know it’s right when your website looks as luxurious or high fashion as your designer line.
Let your clients in on your luxury brand’s mission
Brand heritage is such an important tool that marketing experts use to make product users feel part of a brand. An About Us section on your website could give your users the full history of your brand and encourage you to feel like you belong.
Such heritage stories can also be used as a blog pillar to focus on; creating stories around your staff, core members and iconic pieces. A blog about a black dress is pretty general; but a story about Chanel’s black dress on their official website will leave a great impact on your public. Remember you’re an expert in your field.
Give your Facebook Ads a luxury twist
Whether you’re a small fashion boutique, or a luxury brand outlet, Facebook Ads are relevant to companies of any size. The greatest thing about Facebook Ads is that you can manage your spending limit and reassign funds to other marketing techniques as your strategies develop.
This is where you’ll need a designer with a serious eye for style and flair. Giving your Facebook Ads the power to convert requires connection. This can also be achieved with clever copy that speaks in your luxury brand or fashion brand’s voice.
SEO for luxury and fashion brands? Of course!
Good SEO practices are great for every business, the competitive and ever changing fashion and luxury brands industry is no exception. Giving Google a good idea of what your brand is doing is the best way to get your ranking up and seen by a wide array of viewers.
Take a luxury candle brand for example, beating your competition and penetrating the market requires exposure. How will your potential users know about your products if you never share your content? SEO can be improved with website audits and changes as well as by means of blog writing and social media presence.
Elevating your digital marketing strategies to reach the right target audience is a task that the experts at 4Sight can do with their eyes closed. We’re always on the lookout for the latest high-end products, fashion brands and luxury items that we know we can take to the next level. Get in touch with our luxury branding and fashion marketing experts to give your brand a spectacular online presence.