Tag Archive for: branding

3 Fashion Branding and Marketing Tips to Attract Customers

The fashion industry is competitive — there’s no doubt about it.

And yet, it’s not hard to find new, successful brands popping up across the industry.

No one knew about Everlane until it became Everlane.

No one knew about Reformation until it became Reformation.

And no one knew about Summersalt until… well, you get the idea.

There is room for you and the brand you want to create.

The key is to position yourself in a way that sets you apart from everyone else.

In today’s video, I’m going to share three ways to market your brand so that it attracts customers.

What’s your brand’s “X factor?” I’ve provided three different ways to think about.

Now it’s up to you to define that X factor for yourself.

Need some help? Leave a comment below the video and we’ll talk it out : )

 

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The Instagram Experiment that Doubled My Engagement

“The Instagram algorithm is literally paralyzing me.”

I was talking to two startup designers at TexWorld, a fabric sourcing trade show in NYC.

“Gah, I’m so happy to hear you say that,” one of my Factory45 alum replied, “It’s paralyzing me,  too.” 

If you use Instagram to attract new customers and market your own brand, then you know exactly what I’m talking about.

There is so. much. pressure. on the backs of small businesses to excel on this platform and with the ever-changing algorithms, Instagram is not making it easy on us.

Over the past two months, I’ve posted no more than THREE times on Instagram. 

And I’ve deleted two of those three posts after the fact because they didn’t look pretty “in the grid.”

The struggle is real. 

We are all putting in so much time and effort creating the content… making sure it’s aesthetically on-brand… writing a thoughtful caption… and then creating even more content for Instagram Stories.

Once we do finally click publish, only 2 percent of our followers even see the photo. It’s a wonder we haven’t already abandoned ship.

BUT, this is not a complain-festival.

After doing a bunch of research, I’ve accumulated some expert advice on the subject.

And then I did an experiment to pass along my “findings” to all of you.

Do you want the good news or the bad news?

Okay, I’ll start with the bad news first.

> 99 percent of the time, photos of you will perform better than anything else.

I know, I know, you did not want me to say that but deep down, you already knew it.

The number one way to increase likes and engagement is to post photos of yourself (and apparently, selfies really crush it).

I’m not going to get into the details about how to get in front of the camera and take good photos, but Jenna Kutcher has a helpful podcast episode (and transcript) about it here. 

Also, if you’re thinking, “How is showing my face on-brand to what I’m selling?” check out the fashion brands @shitthatiknit and @dudley_stephens to see how founders Christina and Lauren get in front of the camera.

Okay, now for the good news.

> When it comes to Instagram photos (not Stories), it’s about quality over quantity.

Back in the day, it wasn’t uncommon for people to post on IG every single day or multiple times a day.

Nowadays, it’s actually recommended to do less. And I don’t know about you, but that’s a huge relief. 

For maximum results, post 2-3 days a week (and try to hop on Stories every day).

> And now for the results of my experiment…

Last night I posted a photo after over two weeks of barely being on Instagram. In my head, I was thinking, the algorithm is going to kill my engagement for this.

But, I followed some of the advice I was getting and immediately before I published the photo, I spent 30 minutes engaging with other accounts I follow — I *wasn’t* just scrolling and “liking,” I was commenting, DM’ing, messaging on Stories, etc. 

And then I published this photo from TexWorld that yes, is a photo of me, has a thoughtful caption and a call-to-action at the end.

Instagram Experiment

In less than 12 hours, I had double the likes and comments in over six months of posts — and I didn’t have to pay to boost it. The engagement was 100% organic.

So, what does that tell me?

  1. Yes, I really do need to get in front of the camera in an authentic way.
  2. Besides advertising dollars, Instagram’s main goal is to keep people on the platform for as long as possible. If you engage with others, instead of mindlessly scrolling and “hearting,” then you are helping Instagram with its goal. They will reward your own account for it.
  3. Continue engaging after you publish. If you can, keep checking back in for about an hour after you post and try to respond to comments on your photo as quickly as possible. Again, Instagram is looking for engagement and they will boost your post to more of your audience if its algorithm sees people engaging with it.
  4. If you need to take a digital detox or IG hiatus for a bit, it won’t kill your account. Yes, you may lose a few followers but you can jump right back in after some time to refresh, regroup and plan more thoughtful content.

So, whether this is breaking news to you or you’ve heard it all before, the summary is this:

Get in front of the camera & plan to engage.

I’m challenging myself to do more of this, and I’m challenging all of you who may be struggling with the platform.

I’m going to commit two hours a week to batch shooting with a self-timer on my phone, writing captions and scheduling 1-2 weeks in advance on Planoly.

And then I’m going to commit to 10 minutes a day of genuine engagement with the accounts I follow.

It sounds like a lot of work but hey, running and growing a business is a lot of work.

And Instagram is still a valuable tool for getting in front of your ideal customer.

So, instead of feeling “paralyzed,” I’m making a conscious choice to feel empowered.

Will you join me?

 

 

 

P.S. Continue reading >> 4 Instagram Hacks You (Probably) Didn’t Know 

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Build Your Sustainable Brand on a Limited Budget

sustainable brand

Last week I sent out a survey to gather feedback on email topics that would be helpful to you. You can still weigh in with your input here.

Most of you said you preferred watching videos or listening to audio to reading — and one of the most asked about topics was money.

How can you launch a fashion brand on a limited budget?

So, as a continued part of my YouTube experiment, that’s the question I’m answering today…

I’m sharing three ways to make the most of your money, launch your sustainable brand with limited risk and reduce the upfront price of product development.

I’ve worked with many brands over the years to effectively used these strategies without thousands of dollars sitting in the bank…

>> Click here to watch <<

Make no mistake, you need capital to start any business — especially a product-based business.

But to get off the ground, it’s not as much as you think.

You can watch the full video here.

Enjoy!

 


 
 

crowdfunding cta

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Want Your Fashion Brand to Get Ahead? Do This.

What I’m about to tell you is going to sound completely counterintuitive but I swear to you, it is a big reason I’m still in business.

And it applies to virtually every startup — whether it’s physical products, online products, a service-based business, a subscription business, etc.

Start niche.

In other words, narrow down your audience to a very specific type of person, or a very specific type of product — or ideally, both.

I know, I know, why wouldn’t you want to broaden your audience and products to sell to as many people as you possibly can?

Because if you try to appeal to everyone, you’ll end up appealing to no one.

Broad does not equal better, and I’ve written about why appealing to less people will result in more sales before here.

One of the best things I did in 2014 when I launched Factory45 for the first time was narrow down my niche to “sustainable fashion made in the USA.”

I didn’t try to appeal to every single person on the planet who wanted to start a fashion brand.

There were already other general fashion accelerator programs out there, and I probably would have been swallowed up.

It worked in my favor that I was only interested in sustainable and ethical fashion, and it allowed me to attract the type of people that shared my same ethos.

If you’re thinking, okay, that’s great but physical products are different…

I’m here to tell you, the rule still applies.

You will increase your likelihood of success exponentially if you start narrow and widen your offering over time, as your company grows and your cash flow increases.

Why?

Because starting very specific 1.) Ensures that your ideal customer finds you faster, 2.) Makes them feel like your brand was made for them, 3.) Creates clarity for you every time you write any sort of marketing copy, create brand imagery, make design decisions, etc.

You know exactly who you’re creating for.

Look at brands like Eileen Fisher, Reformation and Patagonia. These are pretty big companies and they’re still appealing to niche audiences.

Brands like Spanx, Nike and Coach started with one product offering and then expanded that niche offering as they grew.

So while yeah, this isn’t exactly a “secret” per se, you wouldn’t believe how many people overlook this advice when they’re first starting out.

And it kills me when I see new entrepreneurs making their first year of business even harder than it has to be.

Because another benefit of starting niche is that it allows you to simplify, in every way.

So while most new brands are spending countless hours trying to cast a wider net (that in 99 percent of cases isn’t going to yield better results), you’ll already have a very clear focus allowing you to move forward quickly and efficiently.

And if you ask any successful entrepreneur, the ability to simply move forward is half the battle.

 

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5 Ways to Stand Out as a New Fashion Brand

It’s no secret that the fashion industry is competitive.

There are so many brands vying for attention that it can often feel like it’s “all been done.”

Especially when you’re starting from zero… as a one-person show… with a limited marketing budget.

I feel you.

The good news is that there is still plenty of opportunity. 

If you’re in the early stages of launching your brand, here are five different strategies (with examples!) that will help you set you apart.

Dudley Stephens

SCARCITY | Dudley Stephens

Dudley Stephens is an American-made fleece brand for women and children — and let me tell you, these things sell like hotcakes. I was on their list for months waiting for the Cobble Hill turtleneck to come back in ice blue.

When I was notified that they had restocked I made a purchase immediately — and then scooped up another color for my mom.

That’s all to say, Dudley Stephens has made an outstanding product and whether it was intentional or not, the scarcity model works for them.

Why? Because it creates urgency to buy. You know that you can’t wait too long to make a purchase or your size, color or style preference will go out of stock. And that can be a really powerful business model.

Shit That I Knit

BRANDING | Shit That I Knit

In the middle of a snowstorm, founder Christina Fagan posted a photo on Instagram of herself wearing a bathing suit and one of her brand’s red knit hats.

She then challenged her following: Post your “bikini and beanie” pic, and you could win a free hat. Within hours, she had over 50 submissions from followers wearing their Shit That I Knit beanies.

This is just one example of how Christina has created a cult following and a million dollar business through the power of stand-out branding.

As The Boston Globe recently noted, the STIK brand tells a story — Christina, as the founder, is the main character, and the progress of her business is the plot.

The result? Brand obsession from fans who feel a connection to her.

Alter Ur Ego

ONE-OF-A-KIND | Alter UR Ego

In 2007, Heidi McKenzie was in a car accident that resulted in traumatic head and spinal cord injuries, leaving her a T4 paraplegic (she can’t feel from the chest down).  

Since then, she has become an advocate for other young people who are paralyzed and joined the first-ever Factory45 program in 2014 to launch a functional denim brand for men and women in wheelchairs.

While she says there is other “wheelchair clothing” on the market, almost all of it is designed for the elderly. Alter UR Ego is the only denim brand providing jeans for young, fashionable people like her.

When you’re the only product on the market providing a solution to a specific problem… well, that’s a good place to be.

Project Repat

PRICE | Project Repat

The product is simple: Send Project Repat your memorable t-shirts and they’ll turn them into a t-shirt quilt.

There are other companies that make t-shirt quilts but Project Repat leads the pack, in large part, because they’re able to offer the most affordable price.

They spent years perfecting their supply chain and manufacturing process so that they’re able to make t-shirt quilts in the most efficient amount of time possible, while still manufacturing in the USA and working with factories that pay a living wage.

With over 300,000 customers and thousands of five-star reviews, it makes it difficult for other competitors to come into the market if they can’t match the price. And that makes a big difference when it comes to staying ahead and continuing to grow.

Nisolo

CUSTOMER EXPERIENCE | Nisolo

If you’re still reading and thinking, “Uh oh… my brand isn’t any of these things!” then this is for you.

Every single business in the history of entrepreneurship can achieve the stand-out quality of incredible customer service. In fact, there’s no reason not to.

Nisolo, a brand of ethically handcrafted shoes and accessories, has created a memorable customer experience that keeps people coming back for more.

My friend Claire still talks about her experience with Nisolo with heart eye emojis. She said they responded quickly over the holidays and honored a lower price after there was a price discrepancy with a product on sale.

Customer service is still one of the easiest ways to encourage word-of-mouth marketing and there’s no marketing method more powerful than that.

 

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How to Create Repeat Customers as a Fashion Brand

woman carrying shopping bags

My husband tells me I turn everything into “a festival.”

This is his loving way of saying I turn everything into a production.

Take our Christmas tree, for example.

We couldn’t just decorate the tree on a random Sunday. There had to be holiday music playing, a fire burning, mugs of hot chocolate, candles lit and just the perfect amount of cozy lighting.

Believe me, I’m eye rolling at myself.

And I’ll admit, whether it’s Thanksgiving or a picnic in the park, my one and only goal is to turn that event into an experience.

I’m sure there are times when my husband wants to tranquilize me, but there is an upside to the madness.

Especially when it comes to running a business.

Even more, when it comes to running a fashion brand.

When so much of online sales is dependent upon repeat business and accumulating a loyal following of ongoing customers, you are required to provide an experience for them.

The process of shopping on your website, receiving a “thank you” email after the purchase, getting your product in the mail…

All of that accounts for the unique experience that you’re providing for your customer.

And it’s when you make it memorable, easy, fun, enjoyable or some other positive adjective that sets you apart from other brands selling a similar product.

It’s what turns one purchase into a future purchase.

So, this holiday season, when your sales are at an all-time high for the year, what experience can you create for your shoppers?

Can you build a custom email series that introduces them to other products on your site?

Can you include a handwritten ‘thank you’ in their package?

Can you send a free small gift that will surprise them?

Can you make the online shopping experience so seamless that the purchase is a no-brainer?

What can you do that will transform just another e-commerce transaction into something special?

 

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Struggling with Marketing Your Fashion Brand? Follow the 30/70 Rule.

female designer typing on computer in minimal workspace

If you’re running a fashion business, it should be no surprise that marketing is a huge part of your day to day.

If you want to sell, then you have to promote — right?

We know this. It’s on our to-do list. We have a strategy in place for it. But…

How often does promotion get overlooked?

Here’s a scenario that I see too often:

  1. You’ve spent several hours crafting the perfect blog post.
  2. You finally click “Publish” and the post goes live.
  3. You sit back and wait for people to come across your post and praise its brilliance.

When put that way it sounds a little ridiculous.

And yet there are so many of us who expect it to happen like this.

The internet has made us live by the adage of, “If you build it, they will come.”

But nobody arrives.

If you’re struggling with marketing and being seen by your ideal target customer, then I have one rule for you to implement right now:

“30% content creation / 70% content promotion”

What does that mean exactly?

It means that 30% of your time should be spent on creating marketing content. We’re talking blog posts, emails to your list, guest posts, photography, etc.

But 70% of your time should be put towards promoting that content.

It’s not enough to share a blog post on Facebook one time. That same blog post should be sent out to your email list and shared on social media over… and over… and over again.

“But, Shannon, won’t my audience get sick of seeing the same stuff?”

No, because unless it’s your mom, they’re not paying attention that closely.

Don’t believe me?

Here’s an example:

For the past month I’ve been promoting the launch of Market45, an ethical fashion marketplace, that will go live on November 1st.

I’ve mentioned it upwards of six times on Instagram and it wasn’t until the sixth time that I got a text from my own sister saying, “Just saw you’re launching a marketplace! Great idea.”

And while yes, she’s busy with her own life going on — so is everyone else.

You can’t count on people to retain your message, read your blog post or engage with you on social media the very first time.

Or even the second time… or the third…

And I know what you may be thinking, “Man, this sounds exhausting. I can’t keep up with all of this marketing.”

But what I’m telling you is actually good news.

Because the content creation (i.e. the 30%) is the part that’s usually hardest for everyone.

I know how many of you worry that you’re not a good writer or that it takes forever to write a blog post or newsletter.

But with the 30/70 rule, once it’s done you get to focus the majority of your time on promoting it.

And while it still requires writing, crafting a promotional Facebook post or Instagram caption is a lot less work than writing full content.

To put it in perspective:

I spend at least 1.5 hours every Wednesday scheduling social media to promote that week’s blog post. My assistant spends another hour putting that blog post on WordPress and scheduling it to send to my email list.

That’s 2.5 to 3 hours dedicated to content that took me 30-45 minutes to write.

Do you see where I’m going with this?

So whether it’s an upcoming launch, a Kickstarter campaign or something small like a blog post, focus on doing more with less.

You can’t argue with that.

 

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How to Stand Out as a Sustainable Fashion Brand

Last week I was on “workcation” with my family in Croatia.

And one day, while we were driving on the winding island roads of Hvar, I saw a sign for a restaurant that caught my eye.

(This isn’t the first time that’s happened.)

The sign for the restaurant said:

“Mostly homemade food.”

I looked at my husband and said, “Well, you have to appreciate their honesty…”

And then it got me thinking about the sustainable fashion world — and all of the new brands launching with sustainability at the forefront of their business models.

The good news is that in the past 10 years the term “sustainable fashion” has become more and more recognizable and well known.

The bad news is that the term is now often overused and sometimes even greenwashed.

Companies claim to be “a sustainable fashion brand,” but they use it as an overarching brand mark instead of explaining exactly how their company implements sustainability into their supply chain.

There’s really no such thing as “perfectly sustainable,” and I see red flags anytime a brand claims to be so.

With many of you being the future of this industry, I’d encourage you to think more deeply about the words you use to describe your sustainable fashion brand.

Because I think we can do better.

Yes, there are words like “conscious,” “socially-driven,” “eco” and “ethical” but how can you describe your brand’s ethos in a way that stands out from the rest?

And even more so, in a way that is transparent and honest?

One way is by getting specific.

Think about the words that your target customer cares about. Sift through the phrases that would peak their interest.

Because the truth is,

A sign for “homemade food” wouldn’t have caught my attention.

My mind would have just categorized it as another cute local restaurant.

Adding the word “mostly” not only piqued my curiosity but made me feel trust.

I knew that if I went into that restaurant to eat, I would know exactly which items on the menu were homemade and which ones weren’t.

And that same thought process can be applied to your own customers.

Because ultimately, that’s what they want to feel. A customer who cares enough to seek out sustainable fashion wants to be able to trust you.

To trust that what they’re buying is mostly sustainable.

 


 
 
 

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The Minivan vs. The SUV: A Fashion Branding Lesson from Interstate 95

suv stopped at light in city at sunset

“You know what I just realized?” I say to my husband as we’re cruising down I-95.

“What’s that?”

“A minivan and an SUV are, like, the same thing… they’re just different shapes.”

“Uh huh…” he replies in his best ‘where are you going with this?’ voice.

“They’re pretty much the same size, they provide the same functions, they’re available in virtually the same colors, and yet one of them is considered ‘uncool’ and designated to ‘soccer moms’ while the other is the vehicle of choice by rich athletes, Hollywood stars and rappers.”

“Okay…” (Clearly over this conversation.)

“So, how did it get this way? I mean, why don’t we see Jay-Z driving his kids down Rodeo Drive in a Dodge Caravan?”

“Uh, I don’t know…? Because Beyonce likes Escalades?”

And so it started — another internal dialogue from yours truly about branding and marketing.

When I started writing about this I googled ‘SUV and minivan branding’ to see what would come up.

It was no surprise that both versions of vehicles were intermixed in various lists of “Top 10 vehicles for families” and “Best cars for hauling your kids in 2017.”

I’ve never purchased a minivan or an SUV myself so I don’t personally know what makes buyers choose one over the other.

I’m sure that gas mileage, backseat DVD sets and trunk space all play a role in the decision making — but this post isn’t actually about cars.

It’s about perception.

branding lesson

In any purchase we make, we as consumers are consciously or subconsciously making a decision based on the “aspirational.”

[X product] will make my life easier.

[X product] will make my life more beautiful.

[X product] will make me appear a certain way to my friends / family / co-workers.

Whether you’re purchasing a car for tens of thousands of dollars or a piece of clothing for much less than that, the company selling it to you has the pressure of making you feel a certain way about that purchase.

As small business owners, the pressure on you is no different.

In every marketing decision you make you should be asking yourself, “How is my product being perceived by potential customers?”

And more importantly, “Who is my target market, truly?”

Because if you’re trying to be the SUV when you’re really the minivan, then you’re doing yourself, your product and your company a disservice.

And if it’s the other way around, then you’re also missing the mark.

As the past several decades have shown, there’s a market for both — and the apparel industry is no different.

Your job is to get clear on who you are, who you want to be and to find your place.

Because, let’s face it, the last thing you want is to end up as the PT Cruiser.

 

 

 

 

fabric sourcing

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The Most Important Marketing Tool for Fashion Brands & How to Use It

Important Marketing Tool

So, I’m in yoga the other day and after the final “Namaste,” my teacher starts to make her daily announcements.

Instructor training begins again on Friday… Four beginner yoga classes are being offered on Saturdays… And then this:

“I also just want to let everyone know that I’m starting an email list.”

And as I’m putting my socks back on, I’m thinking, “Yes, go girl, start that email list.”

(It’s one of the first steps towards entrepreneurship, after all.)

But what begins to unfold has me cringing on my mat:

“So, um yeah, the clipboard is at the back of the room if you want to sign up… I’ll only send out, like, two emails a year…. I probably won’t send out the first email for a few months… You don’t have to sign up if you don’t want to, but I’ll just use it to stay in touch with you…”

And on it went as people started rolling up their mats.

I hung back and waited for a bit until I was one of the last people to leave the studio. As I walked past the clipboard that was sitting by the door, I looked over to see that not one person had signed up.

I wasn’t surprised. And it got me thinking about the startup brands I see online, desperately trying to build an audience, but failing to make an effective “ask.”

I should start by clarifying that your email list is your most important marketing tool — by far. It’s more important than Instagram, more important than Facebook, more important than Pinterest, more important than any other online marketing tool you can leverage.

Your email list is the fastest and most direct way to connect with your potential customers, and it’s yours. Unlike Facebook and Instagram, that now make you pay to connect with your followers, your email list belongs to you.

In the case of my yoga teacher, she was making a verbal “ask” to her studio of aspiring yogis. In the case of your online business, your “ask” is your opt-in incentive and call-to-action (CTA).

(If these terms are starting to sound like crazy-speak, consider joining Factory45 in May. We go into extensive detail about email marketing throughout the program.)

I know this isn’t very “zen” of me, but I want to analyze what my teacher did wrong so that it can help you grow your email list more effectively.

blog-image

>> She lacked confidence. If you don’t believe in what you’re offering it will show, and she seemed nervous to come across as too “salesy.” While marketing may not be a natural skill for a yoga teacher, it must become a natural skill for you if you plan to sell your collection, designs or products online.

If you’re not confident in making the “ask” and it shows through your copy, then you might as well not have an email opt-in at all.

(And don’t even think about doing that…)

>> She didn’t incentivize. So often I see email opt-ins that are as incentivizing as an annual flu shot. If your opt-in rate is low, it might be because your call-to-action is lackluster.

“Sign up to our mailing list” is not a call-to-action! That type of language doesn’t do anything to inspire people to want to hear from you. They need to know what they’re going to get and why they should care.

You can try discount codes, free shipping, and style guides to incentivize sign-ups, but the options are endless. The bottom line is that you have to provide real value to entice people to sign up.

>> She didn’t provide an expectation. She said, “I’ll just use it to stay in touch with you.”

What does that even mean?

She doesn’t know all of her students by name and if she did, “staying in touch” is a very allusive expression.

What will I receive emails about? Will I be interested in the topic? What kind of updates will be sent out?

Again, if you’re asking someone to opt into your list, instead of the email list of a competing brand, then you have to have a damn good reason why. “Staying in touch” doesn’t mean anything.

>> She didn’t sound consistent. There is a big difference between what online marketers call a “healthy list” and an “unhealthy list.”

A healthy list is engaged. You have an open rate above 25%, you have a consistent click-through rate, and your “unsubscribes” are generally low. A healthy list comes from consistency — weekly to bi-weekly emails that provide value, interest and intrigue to your following.

If you’re only going to send out two emails a year and you’re going to wait several months to send out the first one, then why bother?

By the time she sends out her first email, anyone who opted into her list will have already forgotten. And do you know what happens when people forget that they signed up?

They unsubscribe and mark the email as spam.

If you have something of value to offer to your target audience, then you need the confidence to market it. As a new business owner, you’re likely running the show on your own, so you have to be equal parts “the creative” and “the marketer.”

Building your email list is the most effective way to grow your brand, sell more products and make your mark in the industry.

But it doesn’t come easy.

It takes experimentation, rewriting your offers, asking for feedback and figuring out what value you can provide.

 

 

 

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