ITS News

Traditional marketing allowed for solely one-way communication with consumers, but today, with the rapid increase of social media users, businesses are able to have two-way conversation, which has numerous benefits.  And retailers are beginning to take advantage.

In today’s marketing strategies, it’s imperative businesses think “conversation” first, and “campaign” second. In other words we should listen before we sell.  The basic idea being, if we develop a conversation before pushing product, we then create a level of trust, and for the business of fashion and beauty, we can create a level of expertise.  Expertise meaning, companies should aim to be the page users go-to for advice.  This can be done on: Social Media pages, like Facebook, and also any website, or blog with a discussion board.  Incorporate the following practices to become more prominent in the fashion world, and optimize presence on social media.  With the end goal in mind: to increase business!

On Facebook, fashion retailers should steer away from blatant marketing/commercialism. These such pages are transparent, and most importantly not interesting enough for consumers to re-visit.  The focus should be on engagement, as opposed to sales.  According to Maureen Mullen, chief researcher at Luxury Think Tank L2, Facebook is still best employed as a Customer Relationship Management Tool (CRM).  Social Media is on the cusp of the  shop engine wave, but it is not there yet.  Instead, make your page personal to connect with fans. Include tips, social/top news topics, etc. Disclose information to fans they would not normally have if they were not connected with your page.  Reward them with exclusive giveaways, and previews to upcoming deals.  Because users want to interact with the brand itself, and will be responsive to engaging, and personal content.
(more…)