29andSeptember Studio

 
 

More training in this series;

Free training #1 – Missed it? Read the article here.

Free training #2 – Watch the 80/20 rules video here.

Free training #4 – Coming soon. Customers need to see your product multiple times before buying – learn how you can help them to do just that.

 

Meet Vicki

Vicki is the founder of 29andSeptember Studio and runs multiple businesses. Prior to setting up 29andSeptember Studio, she worked in the fashion industry for 12 years and was fortunate enough to be able to work for a variety of companies and in different roles including Public Relations, Buyer, Designer, Merchandiser and more. As well as working for major retailers such as the Arcadia Group (Topshop/ Dorothy Perkins), Zara and French Connection, she also worked in house for high end designer Alice McCall, at over 50 fashion shows worldwide and for her own successful fashion brand.  29andSeptember Studio has helped over 50 clients worldwide with their fashion labels.

Vicki is the founder of 29andSeptember Studio and runs multiple businesses. Prior to setting up 29andSeptember Studio, she worked in the fashion industry for 12 years and was fortunate enough to be able to work for a variety of companies and in different roles including Public Relations, Buyer, Designer, Merchandiser and more. As well as working for major retailers such as the Arcadia Group (Topshop/ Dorothy Perkins), Zara and French Connection, she also worked in house for high end designer Alice McCall, at over 50 fashion shows worldwide and for her own successful fashion brand.

29andSeptember Studio has helped over 50 clients worldwide with their fashion labels.

 

What 29andSeptember Studio clients are saying;

29andSeptember Studio course feedback
29andSeptember Studio review
29andSeptember Studio course feedback
29andSeptember Studio course feedback
29andSeptember Studio review
 

Free Marketing Training; Part 3

Where do you start?

Marketing tips for small fashion brands

Hey Guys,

Vicki from 29andSeptember Studio here.

If you’ve been following the training series, by now you’ll know that you shouldn’t be posting about yourself all the time and instead, using helpful and/or entertaining content so that people come to you…

Sounds great in theory; people coming to you rather than you having to find them…

But the next question a lot of you are probably wondering is ‘what do I post’…

Or perhaps, ‘what do people find interesting or helpful’.

Both are great questions and that’s exactly what we’re going to look into in this article.

As I mentioned in the email, I get inundated with messages from people asking me how to grow their Instagram following…

But 9 times out of 10, they’re not ready for that yet. They haven’t laid the foundation, or done the ground work…

(and honestly, after they’ve done that, it sometimes turns out that IG wasn’t the right platform for them anyway).

So where should you start?

Given that marketing is customer centric, it makes sense to start with the customer.

Now, before you stop reading thinking, I already know who my customer is, I need to ask…

Do you really know?

Do you know their lifestyle inside out?

Do you know what content they’re going to find useful and/or entertaining?

Do you know what media they’re reading/watching?

Are you being specific enough?

I ask this because most people I come across, don’t know…

Or, they think that everyone could be interested in their products (spoiler; they’re not!)

Throughout this training, we’ve talked a lot about making meaningful connections with potential customers. You can’t make a meaningful connection with everyone and your brand can’t resonate with everyone…

It’s just the same as in real life; you’re not going to be friends with everyone you meet.

The saying is true, ‘if you try to sell to everyone, you end up selling to no-one’.

By being a people pleaser and trying to make everyone like your brand, it’s hard to make people love what you’re doing, connect with you and want to buy from you. People don’t buy things they like, they buy things they love and/or need to have.

Try not to think of having a clear target audience as limiting…

People from outside your specific target group may still like your products…

And they may still buy from you (great!)…

But we’re not creating a strategy with them in mind.

By focussing marketing on your specific audience, you can provide them with products and content they love…

Meaning they’ll want to see more from you…

Want to visit your website…

And want to buy from you.

Fashion Marketing Tips

Hopefully, you’re now wanting to get super specific on your target audience…

But perhaps you’re not entirely sure how to do that. Let’s take a look at what that process looks like;

  1. If you’re a new brand without a following or customers yet; you’ll want to take your best guess at who your customers are and validate the theory from there. A good place to start is by looking at your competitors, the kind of content they share and the people that follow them.

    If you’re an existing brand, you have the benefit of data that you can use to find out some information (Google Analytics is a great place to start) and you already have an audience that you could ask questions.

  2. Start engaging with people who you think would be a good fit for you/who already follow you. This could be in person, connecting with people in groups online, or asking people to complete a survey.

  3. Look at the responses you’ve received, does it align with your idea of the target customer? Or do you need to make some changes?

  4. When you’ve got a better idea for who your audience is, it’s time to start digging deep. If possible, hold a focus group (where you hold an event with a small group of potential customers and ask them questions), or if that’s not possible, get some people on the phone. An incentive of some kind, for example vouchers or a discount code, can really help with this. Think it’s impossible? It might sound it and to be honest I thought so too at first, but it’s surprising how many people want to be involved.

  5. When you speak to your target audience, ask open ended questions when possible. This prevents you from leading the conversation somewhere, when perhaps your participants have a different opinion.

This is a really brief overview of the process, it’s something that I go into more detail on in my programme, but I hope this gives you an idea of what you need to do in order to validate your target customer idea and also to get to know them better. If you’ve not been connecting with and speaking to your audience, I’d definitely suggest doing this before you start working on your marketing.

Otherwise, you might find yourself going in completely the wrong direction.

We’ve talked about marketing being very emotion based…

So, as much as information like someones age and location can be useful…

Details about their interests, personality and values can be much more powerful.

Try to get specifics on their pain points…

What they need help with…

And what resonates with them…

As this will all help you when creating content.

Fashion+Marketing+Tips

When it comes to content creation, it’s actually pretty easy when you’ve identified your target customer…

When you’ve spoken to your audience, you tend to find yourself full of inspiration.

For instance, perhaps an occasionwear brand asks people how they feel about going to events.

A customer saying something as simple as ‘I’m stressed about an upcoming wedding I’m going to’, can open up a lot of ideas…

Especially when you ask them ‘why’…

Why is an amazing question, before you know it, you’re completely inside your audience’s head…

And you’ve thought of your next months content. For example, info on;

  • How to prepare for an event

  • Confidence boosting style ideas

  • 5 Tips for being the perfect wedding guest

  • Shop the look; event dressing made easy

  • Easy DIY face mask for when you need to look your best

  • The art of mingling

  • Spotted; 5 best summer dresses

And so on, you get the idea.

This is why you need to start any marketing with a target customer in mind;

It makes everything else easier…

And…

So you know what will attract your ideal customer.

Fashion Marketing Tips

At this point, hopefully you can see that having a specific target customer makes decision making and marketing much easier…

But an example might still help those of you who are still a little unsure ;)

My very first business launched in 2010 and initially sold a bit of everything, to everyone (at least, it tried to). Bags, clothing, jewellery, you name it!

Because I thought by selling to everyone, it opened me up to sales from all kinds of people…

Right? Wrong!

I got nowhere fast. Some people did come to my site, but the confusing messages and variety of products meant that people couldn’t see if I was of interest to them or not…

So, they left…

Without making a purchase, of course!

It’s easy in hindsight, but it took me ages to figure out what the problem was.

Eventually, the penny dropped and I saw my site in a whole new way - it was confusing! Who would actually be interested in all of these different topics I was talking about? Hardly anyone!

So I niched down. Way down…

I identified a specific target customer…

Reduced my product offering to create a cohesive range they would like…

And started talking to them. Finding out what made them tick…

So I could help them with my content…

And connect with them personally.

Unsurprisingly, things turned around.

And it wasn’t just customers who noticed…

The press and wholesale buyers did too!

All because I got specific.

And there’s no reason why this method can’t help you too.

The next step is to make sure that once you’ve got someones attention, they keep coming back for more and cross the line from being a potential customer, to an actual paying customer. This is exactly what we’ll cover next time in;

Free training #4 – Customers need to see your product multiple times before buying – learn how you can help them to do just that.

Keep an eye on your inbox for the next part of the series coming your way very soon!

Until then,

Vicki