Marketing for the Apparel and Accessories Industry
Evolving as quickly as fashion trends come and go, the apparel industry has become increasingly competitive across emerging channels with shopping engine management, mobile marketing and social media. A recent study by Nielsen and Consumer Insights for Apparel Purchasing claims half of all consumers have purchased apparel online within the last six months.
But how do you meet the rising consumer demand to stay up to date with your competition? And furthermore, how do you ensure that consumers are finding and purchasing your apparel?
Apparel and fashion brands become most competitive when they expand into emerging markets and differentiate their brand across multiple marketing channels. Often, it’s vital for existing brands or shoptiques to take a fresh approach to advertising, ensuring that they can become visible in new, beneficial ways – this can be through a variety of methods, including content optimization, web design, and shopping engine management.
Which comparison shopping engines are best for apparel brands?
Our apparel and accessories clients experience the most success in shopping engines such as Google Shopping, Amazon and Bing. In these CSEs, consumers are able to consider a product’s price, quality and shipping rate. As a seller, you will receive the benefit of having your product reach high quality, targeted traffic.
However, often this is dependent on a number of individual factors. Existing data will help us understand your specific audience, allowing us to identify whether your current shopping engines and marketplaces are profitable – and what the next best channel may be for reaching your target audience.
How can I increase my results from Google Shopping?
If you’re currently advertising in Google Shopping, know that it is constantly evolving and you need to regularly make adjustments to your products to stay updated. Some ways to increase performance in the apparel and accessory industry include recurring product optimization, campaign organization and bid strategy.
To capture the correct audience for your particular apparel, make sure your product information is optimized with applicable keywords and product details. This makes it easier to be found from your customer’s search queries. To further narrow the audience and ensure quality traffic, evaluate search terms regularly and make use of negative keywords to prevent wasted spend.
Campaign organization plays a large role in the efficiency of your ad spend. Through the proper use of campaigns, ad groups, product groups, custom labels, and a bidding strategy, you can target your audience through easy-to- manage product breakouts according to brand, style and more.
How important are color and size to optimization for SEO? For Shopping? For Amazon?
In order to have your ecommerce sales thrive, it’s important to fully optimize your products with size and color for SEO, Amazon and Google Shopping. Broadening your content with size and color to accurately describe each product allows you to show in more search results when potential customers are looking for specific variations, exposing your product to the desired audience.
What is important to online consumers buying apparel?
It’s known that fashion and accessory customers look at a variety of factors when shopping online.
Confidence in seller & product: Perhaps the most important factor is a consumer having confidence in their purchase – this includes trust in the seller and trust that the product they’re buying is up to their quality standards.Authenticity is also very important; no one expects a bad shopping experience.
Clear product details: The clearest and most concise information – featuring relevant product details such as size details and product measurement – will increase the consumer’s likelihood of purchasing your products. Make sure you have well-optimized content with clear, formatted product descriptions.
Visually appealing images: Vital to overall consumer confidence in online apparel and accessory shopping is having visually appealing product photos, which clearly display an accurate representation of your product. Consumers are far more likely to purchase products with captivating product photography.
What is our experience in the apparel industry?
From high-end luxury boutiques to athleisure wear, Vertical Rail has produced a successful 8-year track record for fashion and apparel clients, including plus size apparel, children’s clothing, school uniforms, athletic apparel, lingerie and a variety of women’s and men’s casual apparel.
Our track record consists of providing a variety of services for fashion and apparel clients, including creating a uniform identity across all marketing channels, developing impactful marketing plans to elevate sales, increasing ROAS, product optimization, social media management and organic SEO services.
And as a Google Premier Partner, we have a higher level of support available for our advertising across Google. That means if one of your products has an issue, we are more connected with support teams at Google to help us resolve those issues.