Apart from the practical use, clothing is for many consumers a way to distinguish themselves, express themselves and feel good. We have clothing hanging in our closet for various (seasonal) moments and activities. Behind every purchase there is a story; the consumer makes a conscious choice to buy that one pair of trousers or jacket.
Providing inspiration and emotion
“Fashion is 90% brand communication,” says Pieter Jongerius of Fabrique . In the fashion industry, it is generally about that aesthetic factor; not every pair of jeans fulfils the same need or gives the wearer the same feeling But how can you, as an (e-)retailer, distinguish yourself in the overcrowded clothing market, so that the consumer chooses your product? 'Branding' and 'social media' were frequently heard answers to this question during Efashion 2012. According to GFK, fashion sales declined across the board last year, but the online channel showed an increase of 25 percent. In other words: plenty of opportunities to work on your brand online! But how do you actually netherlands telegram data build your online brand? And how do you find the right way between all the different social media channels?
“Branding is presenting your product or brand as well and attractively as possible and giving it content,” says Eugenie Burer of Queen of Retail . With your brand and branding, you have to make sure that you exist and also make and leave an impression with your visitors. You can achieve this by offering the consumer inspiration and emotion, which you convey by loading the product with tension in the image that you use. This is particularly important online. Here, visitors do not have the experience of the shop floor. They are therefore not able to feel the fabrics and try on the garments.