How to Market an Indie Fashion Brand
by Victoria Duff, Demand Media
Developing an indie clothing brand takes a path that meanders from your initial designs to boutiques and then to national distribution, but it takes savvy marketing to get there. The Internet is one marketing platform where some indie brands have developed large fan followings, enough to build a national or international market and attract interest from department store buyers and the media. However, Internet marketing might not be enough to support the growth of your indie brand.
Build Your Mailing List
Your first task is to develop a strong local customer following and a mailing list. Selling your line at flea markets, holiday markets and local charity fashion shows introduces your work to a large number of potential customers and helps you build a mailing list. Ask supporters to hold trunk shows of your products for their friends. Your atelier holds great appeal to a fashion-conscious customer, so hold invitation-only seasonal showings there. The veneer of exclusivity adds value to your brand. Allow invitees to bring guests and add those names to your mailing list.
Become a Local Voice
Each event is an opportunity to invite local news reporters. Create videos of the event, featuring any prominent customers and your line to send to those reporters who don't respond. To become a noted local fashion voice, develop pitches that will attract attention, even if they sometimes have nothing to do with fashion. Supporters of a local charity can become customers if you advocate publicly for their charity. Put your logo on giveaway items for inclusion in gift bags and raffles but make sure your giveaways are attractive and representative of your brand. Making your own logo-bandanas is one example of an inexpensive but desirable item.
Related Reading: How to Advertise a Fashion Brand Without Fashion Photography
Expand Your Reach
People want to see your clothing lines, so feature them on your website and blog. Content draws visitors to your online presence. Your own thoughts on fashion, links to interesting articles, and appealing motivational graphics that can be shared with social networks draw visitors. Search engines look for page titles and descriptions, key words and meta-tags, so don't overlook optimizing your pages for search engines. Blog providers generally have easy ways to create the information that attracts search engines,and there are many free search engine registration sites. Build your presence on social networks, particularly the photo and video-sharing sites where you can display your designs.
Build Customer Community
Your customers can be your best sales reps. Encourage your fans to ask their favorite stores to carry your clothes by publicly thanking them in your newsletter and giving them small gifts, such as logo bandanas and tote-bags. Select a muse for each season, chosen from among your best customers, and design an outfit inspired by her. This is an exciting tactic many of top designers use to promote their lines. Local socialites and celebrities can do a lot for the early development of your business, without requiring the promotional fees that major celebrities often charge.
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