One of the most important ways a fashion e-commerce retailer can stand out from the crowd and grow their sales is to offer inspiring content to potential customers to showcase how their products might suit the customer’s lifestyle. This tactic is sometimes known as content marketing – where a brand does more than just list products for sale and hope for sales – it produces different types of material showcasing the products.
According to research by the Aberdeen Group, brands that use content marketing have conversion rates that are 6 times higher than those that don’t.
And it doesn’t have to be en expensive investment. According to DemandMetric, content marketing cost 62% less than traditional marketing, and generates 3 times as many leads. For fashion retailers, good content marketing will feature visual content to connect with and inspire potential customers and boost your sales.
In addition to having great photos on your website and social media accounts, other ways to inspire customers to generate more sales include:
A blog on your website can showcase the items that you have for sale and how they can be worn. Customers would find this content when they search for keywords that are in the text.
2. Video content
Pictures are great, but video is even better. Having videos on your product display pages can help to showcase your fashion items in 3D so the viewer can have a better idea of what the items look like when they are being worn by a person.
3. User-generated content
User-generated content can take many forms, from feedback and reviews through to customers showing off their purchases on social media with a hashtag. For fashion retailers this can be a good way to capitalize on customer goodwill to build some more: encourage your customers to show how they are wearing the garments and accessories they purchased to inspire other customers to purchase. Research shows that 91 per cent of customers are inspired to purchase when they read positive reviews.
4. Collaborate with influencers
Influencers on Instagram, Facebook, YouTube and bloggers generally promote brands for a fee. In terms of fashion, they will model outfits and accessories in a variety of different settings to inspire their followers and write favourable reviews.
5. Show entire outfits on your product display pages
Instead of just showing pants, a jacket, a skirt or so on, show what an entire outfit would look like on every product display page. With SuitApp you can use artificial intelligence to generate limitless outfits to customers using their preferences so you can inspire them with customized recommendations that suit their individual tastes and increase your sales.
6. Create a look book or product collection
By styling a fashion shoot similar to what would appear in a magazine, you can create the same sort of look and feel using your products with a look book or product collection. This can be placed on your website and visitors can leaf through it to look for fashion inspiration.