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Troubled times for fashion brands without a digital presence

Photo credit: Igor Ovsyannykov

Photo credit: Igor Ovsyannykov

Australians more than ever, especially millennials aged 25-34 are driving online shopping globally. The journey for customers begins with endless image double-taps on Insta, dozens of image pins for style inspiration, and sharing lifestyle posts on Facebook. This global map is littered with social media hot spots indicating just how many are using social media and in many cases is a result of how people are making purchasing decisions.

We live in a digital era, where devices are cradled in the palms of millions for several hours a day, with smart phone penetration in Australia recorded at 80% of the population. For brands who have adapted to being mobile friendly, have ensured instantaneous touch points including; swipe-up-to-buy actions, social sharing functionality, shopable apps and simple payment gateways.

Unfortunately, some brands still have little to no digital presence, which makes it difficult for customers to connect with them. The statistics are scary, with 46% of small businesses in the U.S don’t have a website

For many businesses, the challenge can be identifying where to start and how to maintain a fashion brand online and in-store. Not having an online presence is doing more harm than good, but totally fixable. 

Let’s take a short trip down strategy lane, here are a few simple dot points to use as a guide when getting your brand up on-the-line.

The world wide web and how to stay there

  1. Website - e-commerce and shopify is your friend
  • Design, build, maintain
  • Drive traffic to your website, measure and if need be change the way you do things if you're not seeing results

Social activation

2. Secure social media accounts

  • Try and make sure each username is the same across each platform, so it's easier for people to find you
  • Start posting on social platforms most relevant to your audience (for fashion, Instagram, Pinterest, Snapchat and Facebook are brilliant)

Things to do with pictures and words

3. Think about the process of posts in this order:

  • Context (communication & relevance to audience),
  • Content (campaigns, style, tone & voice),
  • Distribution (platform specific - visual vs text),
  • Engagement (metrics, definition of success - impressions, comments, shares).

There are dozens of other parts to running a top notch fashion business, with many startups, freelancers, accelerators and agencies at the ready to provide guidance and structure.

Drop me a line if you have some questions around who to ask, sometimes it's not about waiting for a problem to surface, rather taking the lead from your customers to provide better experiences and services.


Written by Saskia Fairfull, Founding Member

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Saskia Fairfull