It’s quite ironic that while fashion businesses often create trends, in the marketing world, they have to be on trend at all times themselves. They need to move with the times to ensure their lines match up with customer expectations, and it can be very hard to pinpoint what’s going to rise in popularity next.
Because of that, it’s often a race to stay in style. Capture the market’s attention with popular seasonal clothing, and get ahead of the curve by identifying the trends as they happen. Really, you’re going to need a very robust research and development team with all hands on deck!
But this isn’t the only way to bring customers in, whether they’re brand new to you or want to check out your newest collection. Indeed, there are quite a few things you can do to capitalize on the forever-changing style factors at play, and the methods below are often beneficial.
1. Put a Time Limit on Your Collections
Limited access collections are all the rage in the current online world. When people have to wait patiently for a collection to drop, and then only have a set amount of time to secure a piece they want, they’re going to flock to your website in droves.
You’ll need a healthy amount of engaged followers to start with, but if you’ve worked to build an audience, you’re in the exact place you need to be for a method like this to have an effect.
So, curate a sense of hype, make sure your website can handle an influx in traffic, and then let the people know when to get ready. Collections like these tend to sell out within very short time frames, and some companies even have their stock snapped up in under an hour.
2. Create Clothes for the Season
Popular Seasonal clothing comes and goes very naturally. People want to wear warm and fluffy clothing in the winter, and they want to wear light and colorful clothing in the summer.
This trend is so strong, in fact, that buying seasonal clothes out of season can net you a massive discount on the items in question.
If you want your fashion business to stay in style as time goes on, getting into this flow is key. Creating seasonal clothing can help to propel your business’ position forward, and you could very well come up with the next seasonal trend thanks to your innovations in this area.
Start with the most popular seasonal clothing items people want to see. For the summer this could be bikinis and swimsuits, or shorts and Hawaiian shirts. Most people will purchase new versions of these every year.
Coming up with your own line of custom hawaiian shirts, made to fit your brand’s theme and style, could bridge the profit gap you experience in any other line you have active at the time.
Announcing new seasonal collections is also a great marketing move, and once the sale drops as we start moving into another season of the year, the last of your stock will sell out without much bother.
3. Understand Why Your Customers Love You
This will help you market your clothing, no matter what’s going on in the fashion world, without ever coming across as desperate or pushy. If you know what your customers love about your fashion brand in particular, you can really play on this USP.
Define it, make it stronger, and understand what it is about it that your previous customers really enjoy.
Is it the materials you use? Maybe you’re an advocate for natural fibers only? Or perhaps it’s the quality of the clothing, thanks to your increased funding in the manufacturing and development of new pieces?
Sometimes it’s the sizes you cater to, and how well you hit the spot with them. If you make clothes for those in the plus size range, and you seem to understand better than anyone else how to create flattering and stylish clothing, maximize on that.
Really, to stay in style you’ll need to understand why you’re loved and how you can take that to the next level.
4. Keep Your Fashion Business on Trend
When your fashion business struggles to stay in style, it can feel like you’re never going to create popular seasonal clothing hits ever again. However, when it comes to opting for a style that lasts, even in the digital world, methods like understanding your USP and investing in exclusivity will always have the best mileage for success.
