Over the past four years, the e-commerce industry in the United States has maintained sharp growth. In 2013, sales of clothing and accessories accounted for 17 percent of total sales of retail e-commerce in the United States, and by 2016 it is expected that it will become a market of $ 73 billion. It is expected that in 2018, the total revenue from the e-business sector in the United States will be $ 86 billion.
If you want to provide the lion's share of the pie in this fast-growing industry, you cannot neglect your online audience. It is not surprising that from industry cones to small luxury brands, all types of virtual fashion houses seek to optimize their stores for new generation consumers who are focused on social networks and, in fact, explore various online channels for inspiration.
"Optimal" formula
Website optimization is the improvement of your visibility among your audience. As for fashion sites, the challenge is becoming doubly difficult for marketers, as they need to follow fashion and in-depth knowledge of digital marketing trends in order to be able to launch products in markets that seem to change every six months.
Search engine optimization (SEO) and social media marketing (SMM) are the two pillars of any website optimization strategy. However, before you dive into the topic of optimizing a fashion site, it is important to consider the following aspects of this niche industry:
• Fashion industry - seasonal
• Creating a real experience is the key.
• Trends change regularly here.
• Fashion in the eye of the beholder
Trendy SEO
How ironic, as it sounds, the famous statement of the 19th century writer and poet Oscar Wilde - Fashion is a form of deformity that is unbearable that we have to change it every six months - it remains to this day, so the fashion shop optimization becomes an insurmountable task for SEO companies. Web sites take time to achieve organic rankings on the search engine results page (SERP). Sometimes on the SERP page it may take six months. The reason: fashion trends are extremely short-lived and seasonal-oriented, while SEO companies should get your site rating on the SERP page in less than three months. To be able to rank on the first page of the leading search engines - Google, Yahoo and Bing - by the winter this year, when people start searching for such keywords, companies must start working with SEO no less than three months in advance.
Given the unique nature of the industry, SEO fashion usually includes the following strategies for any category of clothing:
• In-depth analysis of trend data for the months ahead of the industry with their optimization
• A lot of brainstorming to zero with the right keywords, with the ability to predict the best silhouettes, colors and types of products in the upcoming season
• Target keywords related to the season, such as “Fashion Week Fashion”, and so on.
• Link to color report submitted by Panton, color standardization expert
Attraction to real life
An online store is different from buying things in a brick and mortar store. In a real store, we can see and feel the fabrics for their color and texture, or try clothes to check their suitability. Trendy e-shops should mimic these effects in order to present your product as realistic as possible. Recommend combinations to create a personalized look. For example, if you are dealing with shades and highlights, you can use a virtual trial purchase offered by some eye wear stores. The built-in software allows you to create a short video on your face, and then see how your selected frame looks at you.
Optimization with social networks
Attracting customers to social sites such as Facebook, Twitter and Pinterest, can lead to a massive increase in brand loyalty as well as sales. Take a list of stalwarts, including Burberry, Zara and Victoria's Secret, which use 400 million Facebook users and more than 22 million Twitter users to create ripples in the cyber world.
Below are a few inspirational strategies that the best social media marketing companies use to increase the vitality of fashion brands:
Share your message about different demographic characteristics: Luxury handbag Michael Kors # 39; The Instagram page has a mix of luxury and lifestyle products, while his Pinterest albums include topics such as Style Badges, Michael Style Tips, & # 39; and the history of the American style & # 39; ,
Provide an interactive experience: Burberry, the luxury couture brand, stakes on opening your collection on Twitter and Instagram before you get on the runway.
Tell an inspiring story about your brand: Christian Dior tried it out by creating Secret Garden - Versatille & # 39; storyline, drawing a luxurious picture of his new collection.
Use stunning visual effects: Zara, which boasts 9,000 fans through its social channels, pays great attention to sharing rich images of its latest collections, especially on Pinterest.
Provide customer service in real time: jeans and blouses from casual wear, Levi Strauss really mastered the art of providing customer service in real time.
“The best color in the whole world is the one that looks good on you!” This statement, in particular, refers to the optimization of the fashionable e-commerce website. Incredible fashionable meaning is not to follow the trends blindly, but to receive signals from them and customize them according to your appearance and comfort to make a unique style. When you optimize a fashion e-commerce store, make sure that you offer exclusively personalized fashion solutions. Remember that in this world there is no one-size dress!
