Fashion is a powerful tool both for individuals who want to turn heads and brands that want to make waves.
Of course there are also plenty of pitfalls that might cause problems for fledgling businesses hoping to harness fashion for promotional purposes, here are a few sure-fire options that should help you unlock the marketing potential of this strategy.
Make merch that works for you
Fashion brands realized a long time ago that there was innate value in plastering their logos across everything they sold. The same tactic can work effectively for almost any organization, which is why it is sensible to invest in wearable products that are customized with your identifying assets.
Whether you choose to order promotional t-shirts that feature your firm’s branding prominently or order any number of other products from umbrellas and scarves to ties, cufflinks and everything in between, bespoke branded merch can be empowering and impactful.
The reason this works well is that it is not just a one-off marketing move; it is the gift that keeps giving. Every time your branded gift is worn, the word about your organization will be spread and the wider world will become more familiar with it, almost by osmosis.
This even works with non-clothing products which are nevertheless entirely on-trend at the moment. Thinks like branded re-usable water bottles and coffee cups will tap into the increased environmental awareness that is shaping consumer habits, as well as brand perceptions, right now.
Get influencers on board
As well as working directly to make fashionable merchandise for your brand, today it is entirely possible, indeed desirable, to piggyback on the credibility of an established personality in order to promote your business.
There are a number of ways of going about this, with influencer marketing as a whole undergoing plenty of scrutiny and criticism from some quarters. However, there is no denying that it can be worth exploring as an option, so long as it is handled correctly.
Firstly, if you have your own branded fashion products to distribute at industry events, product launches and other relevant occasions, you might be able to secure a good deal of coverage from influencers without actually having to pay for the privilege. Sharing on social media is second nature and most of the individuals who hold sway within a given sector will happily post pictures of your promotional gifts with no need for prompting or other incentivizing.
Of course, there is also a lot to be gained from making your products work even more effectively to boost brand awareness and trust by actually recruiting influencers to feature them as part of a paid tie-in.
In the case that you choose to work with influencers, remember that it is generally better to choose your partners according to who offers the most engaged and more importantly relevant audience for your brand. Follower count is irrelevant if those followers will not actually care about what your brand has to offer.
While making fashion work for your brand may seem daunting at first, hopefully now you can see how it can be harnessed with minimal hassle.
