Streetwear is big. Successful streetwear brands are ripping it up right now. So, how do you market your brand successfully – we take a look below.
1. Defining your target market
This is one of the most important steps and also the hardest because you feel like you are limiting your sales potential by going after a niche market, but it is a good idea to focus on one then expand to other niches once you have a firm grip on it. Choose one niche then work on it until you can no longer grow it, then add another. Do this until you cover all the possible niches.
This process is not hard, just pick an industry e.g. sneakerheads. You can then drill further to specific interests that sneakerheads have. For example, there are some sneakerheads who are looking for matching gear for the latest colorway they have. They are ready to spend thousands of dollars every year on shoes and apparel, some may be married with kids, other still living with their parents, etc. Facebook has great marketing tools that can help you in getting such information and driving down to a specific person. This makes it easier for you to reach your target market. You should also read books one this area so you can learn more about crafting campaigns.
2. Crafting the Unique Selling Proposition U.S.P
Let’s say you are targeting sneakerheads. When buying an item, they want to be cutting edge. They are looking for something that matches the colorway of their most recent drop, but they also want the cool factor and validation that comes with buying the kicks. When they visit your site, you should let them know how they are going to be better, more unique, and exclusive when they wear your stuff. You need to remember this as you are crafting your USP. When selling to your market, keep in mind you are selling to their insecurities and fears. You should not waste your time and effort telling your target market you are the best, just solve their problem and position your brand as the solution.
3. Social Media
Once you have crafted your USP, you can then use social media to reach your prospective customers so they can visit your landing page. Social media has seen a lot of drastic changes over the last couple of years. Organic reach is becoming non-existent. If you want to reach your prospective customers, you have to spend money. Social media platforms allow you to define the users to see your ads.
You need to define your target market then create headlines that are going to peak their interest. You should be creative and avoid generic headlines like “THIS IS THE BEST STREETWEAR BRAND”. A more creative headline would be something like “4 WAYS YOU CAN ATTRACT WOMEN with…” Your creativity is going to determine your success with social media. Photos are going to be very important when marketing your brand on social media. In the past, it would be enough to have a sexy model standing in the alley wearing your brand. Today, lifestyle photos are a must. Your brand logo doesn’t have to be the focal point. Post a lifestyle photo that will interest your target market, then have your brand in them. It should draw them to visit your site so you can get the chance of educating them on how your products are going to solve their problems.
YouTube. This platform is one of the best when it comes to getting your brand out there. You should focus on creating content that is going to help your viewers instead of trying to sell them your products. Your personal brand is going to help in marketing your brand. There are some who even make content for their competition because it gives them the chance to be seen as the thought leader in their niche. It gives you credibility.
4. Email Marketing
A mailing list is a powerful tool, and potential customers may give you their email if you offer them something they want. Once you have their email, you can send them periodic emails providing them with tips and tricks for a better style and useful news updates. Your emails should not focus on selling but on letting them know you are there for them.
5. Trade Shows
Trade-shows should be used by brands that are already established. Trade-shows are one of those things that can be a hit or miss. Buyers start by heading to the big brands to make their purchase for a season, they can look for a few lesser known brands to try out. They can buy from online stores or brick and mortar. You should do as much research as possible on how buyers work so you can know the risks you are going to face.
When you decide to go to a trade show, then make sure that your booth stands out from the rest. Don’t make the mistake of just bringing a table and chair to the line. You should try your best to attract people by making the inside of your booth a lot of fun. You can add activities like a photo booth, Live Screen Printing, or anything that is going to attract people. This is not the time to be selling your products, those are going to be swag you give away, which is going to create hype. Your booth will be noticed when there is a line.
6. Sales Funnel
The most important aspect of your marketing plan is a sales funnel. This is what determined whether the traffic you are generating is going to convert to sales. There are some who succeed in increasing traffic, but don’t see the same when it comes to sales.
If you want your funnel to work, you need to make your clients feel like the brand is going to fill what it is they are looking for. You might be asking yourself “How can I fill the needs of a customer using a piece of clothing?”. When most people make clothing purchases, like Nike Air Force 1, they want to be a part of a lifestyle or represent a cause. They feel like being part of that lifestyle gives them a sense of worth.
You should come up with a story that is going to fill the desires or fears of your potential customers, and that your brand has the solution to their insecurity.