If there has ever been a perfect moment to start an e-commerce store, it is today. Online sales are on the rise, partly because of the comfort they offer to buyers and partly because of the current situation limiting purchases from brick-and-mortar stores. E-commerce is already transforming the world of shopping, and with it, the fashion industry as we know it.
Namely, those fashion brands that have grasped the importance of a sound online presence have already adapted to its demands and are making a fine profit. True, it takes time, effort, and financial investment to build a strong e-commerce fashion brand, but we’ve learned that nothing good in business comes for free.
However, it does cost you nothing to do your homework and research the aspects that separate a successful e-commerce fashion brand and one that barely copes. The following tips will help you out in building a memorable brand.
Building a strong e-commerce fashion brand: setting the foundations
To profit from your fashion business portal, you should know what attracts buyers the most and how to make them come back. In the fashion business, you need to focus on one thing more than any other: your brand. Making a well-known, reputable name for yourself comes through a process, rather than divine intervention. You already have the goods, but to get people to buy them, you need to entice them. Building a brand means creating a story and then making the buyers a part of it.
In other words, to build your fashion brand, you need to focus on the following:
- Acquiring a unique and attractive product that is found only in your fashion e-shop.
- Building a base of repeat customers who feel a part of the community.
- Creating captivating content that encompasses product info, photoshoots, “about us” stories, etc.
- Generating the right perceived value of the product.
- Offering unconditional honesty and transparency and generating a tailored shopping experience to develop brand loyalty.
All these tips together make something called lifetime value for your customers. It is the kind of experience that makes them go beyond repeated purchase and become a brand ambassador.
Be unique in everything you do – and sell
As an owner of a fashion e-commerce brand, you need to keep another thing in mind: stay different. It means always staying fresh, bringing out novel products, and having exclusive rights to sell particular items on your platform. This is important for several reasons. Uniqueness makes you distinctive, and as an emerging fashion brand, you need to stand out. New ideas are what fashion brings into the world. If you continuously work on your brand identity, you are on the right path to staying ahead of the competition. Furthermore, uniqueness gives you the freedom to set the price you deem fair and reward your customers with discounts at your convenience.
Connecting with customers
Your brand story needs to relate to your customers. It needs to convince them that your fashion brand, and no other, understands their issue and solves it. It’s important to make a digression here and point out the difference between fashion and clothing. Selling fashion asks for a different approach than selling apparel. While clothing and shoes have been available to all, fashion has historically been reserved for a select few.
Fashion has come a long way, and today it is attainable to all who care about being in vogue. But still, a large number of people are body-conscious, waiting for a nudge to turn them from a clothing-wearer to a fashionista. That nudge should come from you. You’re growing your fashion brand by empowering your customers. It also means that when your product is urgently needed for a special occasion, you choose the best delivery solution available at no additional cost. In turn, your customers become loyal and advertise you on social media.
Content should go beyond words
The effort that goes into the creation of fashion items makes them so sought after. Hence, to make a piece of apparel fashionable, you need to make its product description more than a list of specifics. Content that follows your brand should evolve and offer an experience. Your online presence shouldn’t focus solely on the photos, product info, comment moderation, and terms and conditions. Everything you post on your fashion e-commerce store should portray the character of your brand, including product photos and videos, product information, as well as style guides.
Avoid the pitfalls of perceived value
It is difficult not to overinflate the perceived value of your products. In an effort to grow faster, earn more, and beat the competition, artificially boosted perceived product value can backlash. To build a strong e-commerce fashion brand, you need to put it on firm pillars: remain honest, don’t overstate, and advertise correctly. Over time, the perceived value of your products will grow on its own. In other words, optimal perceived value is what makes your customers say: “take my money”.
With transparency and tailored shopping experience toward brand loyalty
When it comes to the tailored shopping experience, go one step ahead and store apparel in a storage unit closer to your target customers before shipping it, as short shipping times positively affect customer satisfaction. After all, it is the small things that matter, so focus on browser cookies to get to know your customers and adapt the shopping experience you offer to their needs and preferences.
Being honest is a sure way to build fashion brand loyalty, even when it means accepting not-so-good comments and ratings on certain products. It tells other customers that you don’t put your ego or profit above their trust. Moreover, transparency in business, especially e-commerce, makes your customers feel safer. Even if your return policy is comforting to customers, you will be on the losing side if your products do not satisfy the expectations.