Despite the warm weather somewhat making a return this week, many of us have the colder months on our minds. With autumn just a little over a month away, it won’t be long before we’re on the hunt for new statement pieces to add to our wardrobes. With this in mind, it’s time for clothing brands to ramp up their fashion marketing and PR as their new collections begin to launch. Here’s how we can help!
Who are VerriBerri?
Based just outside of London, VerriBerri is an experienced, female-led fashion marketing and PR agency. Whether your speciality is streetwear or autumnal boots, our team are well geared to help you make some noise within this saturated industry. We can offer a fresh perspective and innovative, never-seen-before campaigns to help your brand reach each and every corner of your target audience.
Utilising Content Creators
Although arguably still the newbie on the block, influencer marketing techniques have been around for over a decade. Nevertheless, many people still lack an understanding of how this all works.
Think of influencers as new-age celebrities. These individuals typically rise to fame by growing an online following on social media sites such as YouTube, Instagram, and TikTok. In building a loyal audience, they also gain an influence. As such, they have become a vital asset to many brands around the world.
Influencer marketing pushes brand discovery, building a buzz around your fashionwear and making it more desirable. This technique also plays into the idea of FOMO (fear of missing out), building your companies authority and presence within the fashion space.
There are a couple of different ways you can carry out influencer marketing collaborations. These can either be paid, gifted, or you can even bring creators on to be brand ambassadors. The route you chose to go down will be heavily dependent on the scale of your campaign, your budget, and your aspirations for the project.
Influencer Marketing Statistics
- As of July 2023, the influencer marketing industry was worth £16.5 billion.
- 80% of in-house marketers have a dedicated budget for influencer collaborations.
- 67% of surveyed brands say they plan on increasing their influencer marketing spend.
- 43% of Gen Z consumers prefer to discover new brands via their favourite content creators.
- In the last 3 months, 32% of Gen Z consumers have brought a product based on influencer recommendations.
- 61% of consumers say they trust the opinions of influencers.
Disclosing Adverts Within Posts
When conducting an influencer marketing campaign, it’s important that you don’t ask individuals to hide the fact they are working with your brand. A few years ago, the CMA updated legislation around adverts and influencer work to make it law that advertising and product gifting is disclosed. These creators can do so in a few ways. They may simply mark their captions with ‘AD’, or they may use hashtags such as ‘#gifted’ or ‘#AD’. Transparency is key. People don’t like feeling like they’re being deceived. Moreover, with many of us following lots of influencers on social media, consumers have become well accustomed to seeing these sponsored posts.
Social Media Advertising
Alongside populating your social media pages organically, fashion brands should also consider setting up adverts on platforms such as Instagram, Facebook, and TikTok. This technique is one that our fashion marketing and PR agency has seen great success with. Afterall, we’re all guilty of treating ourselves to something we’ve seen featured on an ad.
Setting up adverts may seem simple but in actual fact, this can be time-consuming and requires constant maintenance. For best results from your adverts, we’d always recommend outsourcing this to a professional team. Not only does this save you from adding even more to your plate, but these experts will be able to clearly define your audience and target them efficiently.
Visibility Improvement
Struggling with brand visibility? The fashion industry is wildly oversaturated and ensuring your business stays profitable is going to take more than just loyal customers and word of mouth. In addition to social media adverts and influencer marketing, you can also work on your ecommerce website visibility on search engines like Google.
SEO and PPC are both search marketing solutions. Both techniques work towards improving your websites performance and boosting clicks. For best results, we would always recommend running both solutions in tandem with one another. Where budget may not allow for this, however, your decision should be based on your goals.
Search engine optimisation (SEO) is a great long-term strategy. This solution works to improve your site health and end-user journey. This technique does, however, require patience. Results can take up to 3 months minimum. Nevertheless, they will also last much longer than those generated through pay per click (PPC).
PPC, also known as Google ads, works as a quick boost for anyone looking for semi-instant improvements in their site traffic. By bidding for certain keywords, brands are able to appear higher on the search engine results page (SERP) for relevant search terms. In doing so, they’re able to catch a larger proportion of search traffic that was previously going to competitor sites. This is a great technique to have in play whilst you’re in the initial stages of getting your SEO up to scratch.
Contact Our Fashion Marketing and PR Agency
The world of marketing can be a whirlwind if this isn’t something you’ve previously explored. With this in mind, it’s easy to become overwhelmed when trying to work out the best way forward. Whether you’re just looking for some consultancy advice or more hands-on help, we’re here to help you find your way.
For more information about any of the services mentioned, please contact our fashion marketing and PR experts today by clicking here.