Digital Marketing for Fashion and Luxury

This is an introduction to digital marketing for fashion professionals and fashion companies who want to leverage the digital media to acquire traffic, promote their products and increase e-commerce sales. In order to do this you’ll need to have mission, vision and tone of voice of the brand already defined as you can see in the brand DNA guide.

What is fashion digital marketing?

Digital Marketing for Fashion is the management of the digital channels such as Social media, Search Engines, Direct Email Marketing and Digital Advertising, that are relevant for the brand, with the goal of acquiring and retain customers, generate brand awareness, leads and sales, within the budget allocated and optmizing Cost per Acquisition (CPA) .

Digital Fashion Academy definition 2020

The brand positioning is what determines the price you can sell your products for. All the activities that we do as fashion marketers such as digital advertising, photo shooting, product placement and many more, ultimately serve one purpose to control the perception of your brand in the eyes of your target segment of customers .

Digital Marketing for Fashion E-commerce

Your fashion e-commerce website needs constant effort to drive qualified traffic to it. The digital marketing team is the people who need to support you to reach this goal.

What are Digital Marketing Channels?

The essential digital marketing channels for fashion brands include:

• Search Engines organic traffic;
• Search Engines paid traffic;
• Direct Email Marketing;
• Social networks traffic organic and paid;
• Affiliation networks, Affiliate Sites;
• Referrals traffic, inbound links from other websites to your own;
• Direct traffic.

The ability to drive qualified traffic to the brand’s website from all these channel it’s essential for a Digital Marketing Manager in a Fashion company.

In order to manage successfully all these channel several skills are needed.

Digital Marketing for Fashion Ecommerce

The digital marketing activities that are necessary to drive traffic and sales to a Fashion E-commerce include: Content Marketing, Search Engine Optimisation, Performance Marketing, Digital PR, Social Media Marketing, Customer Relationship Management, On-site Marketing and Web Analytics. These activities span across al phases of the marketing funnel from the f

Digital Marketing Area	Activities and skills required
Content marketing	Copy writing, web writing Content localisation Photography Video production Image optimisation Web design fundamentals Basic Html
Search Engine Optimisation	Technical SEO Onsite SEO Content Creation & Optimisation Inbound link generation Social Media SEO Search metrics and web analytics
Performance Marketing	Search Engine Advertising (SEA) Affiliate marketing Display and Video Advertising Re-marketing and Re-targeting
Web Analytics	Acquisition: cost per click, cost per acquisition, … Engagement: bounce rate, pages per visit, … Conversion: add to cart, ecommerce conversion rate, … Retention: returning users, sessions per user, …
Digital PR	Digital Media relations Online press office Influencer and stakeholders management
Social Media Marketing	Working knowledge of relevant social media e.g. Facebook, Instagram, LinkedIn, Twitter, Youtube. Knowledge of social media relevant to specific markets e.g. WeChat in China.
Customer Relationship Management	Direct Email Marketing Onboarding programs Lead generation campaigns Loyalty program Customer Database Management Personal data management CRM Analytics: Acquisition, Retention, Churn Metrics
On-site Marketing	Onsite Re-marketing: abandoned carts Personalisation of experience Promotions Products and collection

How to choose a digital marketing agency

If you want the help of a digital marketing agency to support your company in the definition or execution of a digital marketing strategy, you may want to hire an agency that has previous experience with clients in the fashion and luxury industry and ideally the agency will have provided similar services to the ones you are looking for to successful brands.

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Digital Marketing plan for Fashion

Check out our Digital Marketing for Fashion Online Course