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Technology advancement has changed customer purchasing behavior in the fashion industry. Instead of going to a physical location, customers can find, see, and buy their needed things from anywhere with digital devices. It also gives sellers more options to introduce and sell their products to wider customer files through digital marketing. However, with so many brands competing for attention in the crowded online fashion market, it may be very challenging to set your brand apart. Implementing proper and wise marketing strategies will help differentiate yourself from your competitors. This article with show you the 10 best practices of digital marketing in fashion.

10 best practices of digital marketing in fashion

online fashion shop - digital marketing in fashion

Fashion digital marketing is the online promotion of fashion goods that can be accessed through digital devices such as laptops, computers, smart TVs, wearables, smartphones, and tablets. If handled properly, digital marketing for fashion brands has the potential to be a very potent instrument. It enables you to reach your target market with special offers, spread brand recognition, turn people into advocates, and boost sales.

There are many useful digital marketing ideas for clothing brands but you have to find the best one for your business. Here we can list 10 best practices of digital marketing in the fashion industry that are highly recommended for most brands.

1. Create a simple and smooth online shopping experience

There is no reason why making a purchase should be difficult. Pleasant online shopping experiences stimulate customers to repurchase and their likelihood to refer your business to others or post a positive review. You can create an excellent shopping experience in the following ways:

  • Give personalized product recommendations based on customer buying history,
  • Make sure your website can be opened and accessed from any device and browser,
  • Provide flexible payment options.

Integrating good POS software that can collect and sync all data in real time helps you learn about customer preferences easily. The more you understand your customers, the better you can serve and delight them.

2. Optimize your fashion brand website to improve customers’ online shopping experience

Websites are the most crucial channel for promoting your brand because more and more customers are using the internet to find the things they desire. You have to prioritize customer experience by improving website speed, providing smooth navigation, offering smooth and easy returns, various payment methods, and outstanding online customer service. In addition, you can build and showcase social proof on your website to earn the trust of new customers and persuade them to make a purchase.

3. Apply SEO

Your fashion brand can benefit from SEO in many ways. It increases your online presence by driving natural visitors to your website and raises brand awareness as visibility improves. Although SEO may take some time to show benefits for your fashion eCommerce website, it’ll pay off over time.

Finding the right keywords which bring you both web traffic and customers is a key to success in SEO. Creating a fashion blog is a good way to drive organic traffic to your site and boost your SEO ranking on the search results page. In addition, you should apply high-quality and optimized visuals on your fashion site since they can keep visitors’ interest in your page.

4. Create unique content

Excellent written and visual content is one method to differentiate your business from other online merchants who offer comparable goods. Customers can envision themselves owning a product with a variety of photos, including detailed close-ups and lifestyle uses. Besides, a video that demonstrates how the item looks and fits with different body types is a strong highlight in your content.

5. Leverage influencer marketing

According to CivicScience, 22% of surveyed consumers stated they had bought something due to an influencer’s recommendation on social media. Influencers who have a lot of followers on social media can get people’s attention and trust in your products.

For the best result, you should outreach to influencers whose audiences are similar to your target customers and have a high engagement with their community. For a higher return on investment, consider influencers active on various platforms such as blogs, Instagram, TikTok, or YouTube. Remember to share your product, and service resources such as photographs, videos, or brand guidelines to help them create better materials you’re after.

use personalized emails - fashion digital marketing practices

6. Run email marketing campaigns

Not every visitor will become a customer. But if you nurture them with automated and personalized emails that gradually introduce them to new information, you may eventually convert them. You will also discover what kinds of products and offers appeal to them the most when shopping.

7. Sponsored advertisement

Paid advertisements can help fashion and luxury brands boost sales and brand recognition. It is a straightforward strategy to promote your products to customers in the shortest time. You can set different objectives for your advertising activities like driving web traffic, generating sales, reminding customers of your brands, etc.

8. Join the social world to promote your fashion brand

According to Smart Insights, there are around 59% of the world’s population frequently uses social media. Undoubtedly, social media marketing is becoming an essential way to reach more customers for fashion businesses. You may publish reviews of fashion products and showcase your collection on a variety of social media including Facebook, Instagram, etc. Customers can quickly select their favorite items and make a one-click purchase from the same platform.

9. Do blogging

People still value and enjoy reading blogs. To draw readers to your blog, you may discuss current trends and highlight products from your brand that adhere to those trends. Or sharing the story under each design is also a good idea to try. Regularly renewing blogs with high-quality posts, which are free and useful, will help you engage and nature readers to customers and create brand loyalty.

10. Use PET tactics

PET, which stands for persuasion, emotion, and trust, refers to many strategies intended to increase the sense of urgency surrounding a purchase. It delivers a message that encourages users to make a purchase, as well as instills trust and fosters an emotional connection with customers. Large shops and travel agencies frequently employ PET strategies since they can be very effective at closing deals. For example, you can include some messages in your website or marketplace as follows:

  • 100 people bought this product today,
  • Last few left,
  • Time-limited offer.

Factors determining successful digital marketing in the fashion industry

Factors determining successful digital marketing in the fashion industry

1. SEO optimization

Search engine optimization is the process of finding, using, and optimizing the proper keywords and links to make your material easier for search engines to crawl and rank. Simply put, SEO guarantees your position in search results. Your digital marketing strategies may not be complete if you don’t monitor SEO. In other words, SEO helps direct your marketing efforts to the appropriate target market, marketing avenues, and important business indicators.

2. Website performance

A website is a useful channel for a digital marketing campaign. Additionally, the functionality and performance of your website are also important to the success of your digital marketing. You probably won’t generate many visitors and leads if your website loads slowly and is difficult to navigate. Your website needs to be user-friendly, helpful, interesting, and quick loading to perform well and bring enjoyable experiences to visitors.

3. Timing

You should apply your digital marketing tactics at the appropriate time. Any strategy you come up with cannot simply be put into effect whenever you like. You must employ the right time for each sales strategy if you want to be successful.

For example, during the summer you can anticipate a high demand for beach goods like bikinis. Due to intense competition and great customer demand during this busy season, you must have a comprehensive digital marketing plan for summer products.

Besides peak sales season, your business may experience a low sales time. To improve sales performance, you can use sponsored advertising and email marketing to provide excellent discounts and other promotions. Because of the fantastic incentives that you are offering, this would encourage customers to buy your goods and services.

4. Integration

Using only one digital marketing tactic at a time is insufficient. For your digital marketing campaigns to be successful, you must combine multiple techniques to create a synergistic power.

The following are a few instances of integrations:

  • Make sure your social media posts share the same content with your website,
  • Include links to all social channels in your marketing emails,
  • Integrate a POS system with your digital marketing channels to develop more accurate buyer profiles of your ideal customers. As the POS system can collect and centralize all customer data, it helps create a personalized experience across sales channels.

5. Personalization

Any digital marketing effort needs personalization to be successful since customers always acknowledge the business with a customer-caring attitude. Personalization also helps small businesses compete in a bigger market as more than 85% of customers are willing to pay more for better customer service. Besides, it can help you create effective digital marketing initiatives which correspond with the changing demands of your target audience. Here comes with some ideas for your references:

  • Personalize email content,
  • Use customized salutations in emails and chats,
  • When responding to consumer complaints, stay away from platitudes,
  • Utilize power phrases wisely,
  • Adapt website content to each visitor group or business,
  • Provide custom product recommendations based on customers’ preferences.

6. Budget

Your budget for each marketing campaign will affect the success of your internet presence. To minimize any delays or interruptions while the campaign is in progress, you must estimate the expense of the approach before you ever consider pursuing it. The digital marketing budget may include the salary for digital marketing staff, the cost of the direct campaign in different channels, and other costs. This budget should be well allocated through different channels and activities. To do so, you have to justify the current marketing spend and budget by calculating the ROI data of each marketing effort. The higher ROI, the better the marketing performance. Making a careful plan for the digital marketing budget will help you achieve maximum return on investment.

Digital marketing trends in the fashion industry in 2022

Digital marketing trends in the fashion industry in 2022

Shopping on Instagram

According to data in 2022 from Sprout Social, 90% of Instagram users follow a brand, and 70% of consumers use Instagram to research their next purchase. Instagram is a fantastic location for brand awareness campaigns when combined with advertisements.

Brands can now directly sell products on Instagram Shops, opening the road for social commerce. Once customers are on your company’s profile, they can touch “View Shop” to start scanning things, and choose their favorite size, color and desired designs.

After an order has been placed, all shipment details, including order tracking, are informed through Instagram notice and email confirmation. Customers can review their orders before purchasing or canceling them.

Influencer marketing

Insider Intelligence revealed that 55.4% of marketers utilized influencer marketing in 2019. In 2022, that percentage is expected to climb by a total of 17.1% to 72.5% according to the same research.

Influencer marketing helps social media users learn about new fashion products and feel like they’re trying on those items without visiting a physical store. Users can see how an item fits, discuss its benefits and drawbacks with influencers, listen to the reviews, and determine whether it would be good for them. Influencer marketing makes purchasing simpler than ever, enticing customers to shop from the convenience of their smartphones.


Nowadays, more and more clothing businesses share the origins of their products as consumers become more concerned than ever with the environmental impact. It started with eco-friendly cosmetics and skincare goods, and now apparel manufacturers are going the same way. Many big clothing brands start to build sustainable fashion lines from organic materials to minimize the impact on the environment.

Frequently renew marketing content

Customers’ behaviors and styles are changing over time which leads to changes in marketing trends. Therefore, if you want a successful marketing campaign, you have to frequently renew your marketing content by following the trends. For example, young customers nowadays prefer minimalist fashion. Fashion brands should also discuss and suggest tips on how to pursue this fashion style while still looking trendy.


As many customers love free and discount products, you can provide appropriate incentives to attract them and increase your online brand awareness.
With a tailor fashion POS, you can easily offer loyalty programs for clients to earn discounts or complementary items to stimulate their next purchases rather than giving them freebies right away. Some incentive ideas may include monthly specials, gift competitions, 15% off for the first order, or referring a friend and earning 15% off.


Why is digital marketing important to fashion brands?

An effective digital marketing strategy is a great way to level up your business. When done correctly, it enhances brand recognition, generates more revenues, and turns users into brand promoters.

How to promote a clothing brand online?

You will need ideal digital marketing strategies to advertise your clothes company online. Here below are some effective ways to promote your clothing brand online with digital marketing:

  • Develop a top-notch website and blog,
  • Retain a constant presence on social media,
  • Use unique packaging,
  • Run targeted ads,
  • Create style guidelines and gift recommendations,
  • Work with the proper influencers,
  • Monitor your analytics.

In general, digital marketing is no longer an option for businesses. It is now a crucial method to attract, nurture, and convert customers. We hope that these 10 best practices of digital marketing in fashion have brought you some ideas to grow your business and make it outstanding among online shoppers.

Author Jackie Tran

Jackie is Magestore's Strategic Marketing Lead with over 5 years of digital transformation experience. An acknowledged authority in eCommerce and Magento, she creates insightful content to unravel digital complexities, covering Magento best practices, eCommerce trends, and integration strategies. Read her curated insights on the Magestore blog for a profound understanding of eCommerce, offering a clear path to retail success. Jackie's content provides practical, friendly guidance to navigate the ever-evolving digital commerce landscape.

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