10 Marketing Secrets in Fashion and Apparel You Ought to Know to Increase Conversions

marketing secrets: how people respond to sales

The fashion and apparel industry is one of the most lucrative industries in the world. It’s forecast to grow globally by $1.5 trillion in 2020 and to around $2.25 trillion by the year 2025. This information is just one of the many proofs that the industry is booming, and the demand for clothes and shoes continues to rise across the globe. However, because of these soaring numbers, more and more players are entering the industry, making the competition even tighter. To make your business rise to the top and be more visible is every brand’s goal. In this blog, we’ll let you into the 10 marketing secrets in the fashion and apparel industry that you ought to know to increase conversions.

What is Digital Marketing and Why You Need It

Digital marketing is not at all a new word, but there are still a few who are not familiar with it and what it can do for businesses. This term literally means achieving your business’ marketing objectives through the help of media and digital technologies such as mobile apps, company websites, advertising, social media platforms and pages, search engines, email, and more. For some experts, this is a new way of reaching out to consumers and understanding how they behave.

What are the Digital Marketing Channels?

What makes digital marketing unique is how far its reach can go thanks to a good number of channels that can be used by businesses. Among these include:

1. Pay-Per-Click (PPC) Advertising

This marketing channel helps marketers reach a prospect through the use of various platforms and paid ads. You can set up PPC campaigns on LinkedIn, Twitter, Bing, Google, Facebook, or Pinterest. For these ads to work, marketers segment users according to their demographic characteristics and target their concerns or location. Among the most popular of this type of marketing channel are Facebook Ads and Google Ads.

2. Content marketing

Content marketing increases brand visibility

By using content, this marketing channel enables businesses to reach their potential customers through the use of content, which is published on a website. Then, to boost visibility, marketers promote the content through email marketing, social media, and PPC campaigns. Some of the popular types of content include ebooks, blogs, podcasts, infographics, and online courses.

3. Social media marketing

With social media marketing, businesses can establish social trust and enhance brand awareness. However, this channel can also help you get leads and act as a direct sales channel.

4. Video marketing

Believe it or not, YouTube has already become the second most popular search engine that people use to check products before making any purchase. Aside from it, there are also other video platforms, including Facebook Videos, Instagram, and TikTok that you can use to launch a video marketing campaign.

5. Email marketing

Though one of the oldest marketing channels, email marketing is undeniably one of the most effective tools for any business. This is because an estimated 4.3 billion people around the world are still using email as their communication tool. In fact, in 2019 alone, there were 293.6 billion emails sent, which is expected to reach 347.3 billion in 2022. So, if you think about using the most effective marketing tool, you’ve got it here.

6. Affiliate marketing

This is also one of the oldest forms of marketing. Affiliate marketing involves the use of influencers who promote your products and services. For every time a sale is made or a lead is introduced, the affiliate or influencer gets a commission.

10 Marketing Secrets You Ought to Know

We know that digital marketing is no longer new with the many businesses that have adopted it. So, why should you read this further, right? In this article, we’ll talk about several marketing strategies that are common yet are not considered valuable by everyone, which is why they are called a ‘secret’. Read on and find out more about these marketing secrets.

1. Build buyer personas

Create realistic buyer personas to give your business the right direction

One very important thing that marketers miss is building buyer personas. Whether marketing traditionally or digitally, it is imperative for brands to identify who they are marketing to. The very first step to creating a marketing strategy is to build buyer personas. The idea is to segment your audience, survey, research, interview, and if necessary, use templates to be able to flesh out your personas.

So how are these created? Basically, they represent your ideal customers and are based on real data and information as much as possible. Making assumptions typically leads businesses in the wrong direction. This means that you need to use as many prospects, customers, and even people outside of your network as to create a holistic and rounded picture of your persona.

You can consider information such as age, location, job title, income, challenges, hobbies, priorities.

2. Make use of great photography

We all know how important images of our products are when selling them. As people are naturally visual creatures, we tend to be more convinced to buy an item if we see photos of them. If you look at it, even brick and mortar businesses in the fashion and apparel industry use one of the most important marketing secrets and that’s using images with models that showcase their products. And your online store is not exempted from this!

Though it’s common for most businesses to just put images that show their products from different angles, it would actually do more if you put images with a person actually wearing them. It’s even better if you curate customer photos as social proof. Doing so can help guide your customers in making their buying decisions.

3. Give free shopping incentives

You know that shipping costs can be costly, and it’s one of the reasons why some people don’t hurry up to buy your products, especially if they’re only getting one item from you. So, if you can afford it, give your shoppers free shipping incentives because they tend to buy more when shipping is free.

4. Emphasize scarcity and urgency

Aside from social proof, another one of the marketing secrets for fashion and apparel businesses is to drive scarcity and urgency. This triggers the feeling of missing out or F-O-M-O.

It works pretty simply. When a thing is deemed to be unavailable or difficult to acquire, it becomes more attractive to us, making us want to move right on and get it before someone else does. You can do this by telling your visitors to ‘buy now’, labelling your product as ‘selling fast’, or by saying ‘3 items left’.

Scarcity can be presented in many ways. [credit to www.uniqlo.com]

In the image above, Uniqlo places ‘limited stores’ on one product. This means that the product is not available in all their stores, so you should grab yours now online.

5. Provide size guides

One of the challenges of online shopping is not being able to fit the items you want prior to buying them. It's frustrating when you buy something, thinking that it is your size, and end up looking like a parasailing boat. But before your visitors decide to bounce out of your online store, why not give them a size guide so that they can check which ones suit them? It can help them make their buying decisions and also reduce the likelihood of product returns.

However, it’s important to note that letting them click on a size guide link that opens in another tab or browser can distract them from their buying journey. Instead of doing this, make a pop-up page or just include the size guide in the images or in the product page description.

6. Make use of your sold-out product pages

We know how frustrating it can be for shoppers to land on a product that says ‘sold out’. However, this serves as an opportunity for you to turn that frustration into an advantage. Use out-of-stock notifications to get warm leads.

You can drive visitors to similar pages or capture their email addresses and promise to send them updates or highly relevant offers.

7. Tie up with an influencer

One of the easiest ways to tie up with an influencer is through Instagram because it is a visual platform that utilizes a photo-first user experience. Tie up with influencers and let them post your products on their feeds and see how much engagement you can make from this.

8. Have giveaways and contests

One of the marketing secrets we want you to know about is holding contests and having giveaways. Perhaps, you can do it on a holiday or during your brand’s anniversary. These marketing secrets help increase brand awareness and bring in new leads while you interact and engage with current ones. And to make it really work, you can have all interested participants register their names and email address, which you can use in your sales funnel.

9. Remind visitors of their shopping cart

Roughly 70% of shoppers abandon their shopping carts. They may have initially thought about buying everything in those carts but with everything going on, they decided to skip it altogether. Though perfectly understandable, you should keep this at a low by reminding your visitors of their shopping carts. You can do this by sending an email or social reminders or by setting up an automated system that encourages users to complete their shopping journey.

10. Hop on the video marketing train

Videos are definitely better than anything else. This has been proven by marketers who have used video marketing and increased their revenue by 49%. You can use videos to show your new collections, feature a model wearing your product, or give your audience a sneak peek into a new line.


Being in the fashion and apparel industry offers a lot of opportunities for business growth because, believe it or not, even during trying times, people still have a passion for fashion. While it takes a backseat for most people, you only need the right push or nudge for them to take the bait and shop on your online store. We hope that you will use these marketing secrets to leverage your business.

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