Fashion and marketing share a lot of ideals and have a symbiotic relationship where one cannot exist without the other. Catching and keeping a straying eye, selling quality, and innovation are all aspects of both fashion and marketing.
If you’ve got a product or brand to sell, it can be easy to apply the ideals of fashion to your affiliate program. Follow our guide to fully understand where you can implement them.
Stay ahead of trends
The key to fashion is to set trends, don’t follow them. That philosophy should be applied to everything fashion, even a fashion brand’s affiliate program. You can create the next fashion trend that will define a generation, but if your marketing doesn’t reflect that, no one will know.
Keep up to date with the latest affiliate marketing strategies and build off of them. Don’t be afraid to try something new. Look into micro-influencers, who have a wider appeal to consumers for being “just like me”, rather than the bigger influencers who seem more like celebrities with every additional like or follow. Or create an interactive challenge around your product or brand, like an affiliate using your product and recording its use.
You can offer a means of shopping for goods and services on social media, making the transition from marketing to point of sale easier for your customers. Instagram, for example, has streamlined the process of buying products on its platform by providing tagging options for you to add a link to buy the product directly onto your content. They have also added shopping stickers on Stories to send customers to the website of the product being showcased.
You can also provide a personalised shopping experience by offering superior customer service. Using artificial intelligence, brands are responding to customer questions and queries in real-time. You can incorporate personalised chatbots, virtual fitting rooms, and relevant product recommendations to imitate the experience of a personal shopping trip.
Get creative and follow your own path. Incorporate highlighting the benefits of your product with engagement in any new way you can imagine.
Play to your brand’s strengths
Every brand should have a clear and distinct identity. In order to stand out in the ocean of brands that are on the internet, you will need a unique selling point to give your consumers.
Find your niche and stick to it. What is the point behind your brand? Are you luxurious? Or environmentally friendly? Young and hip? What aesthetic do you aim for? Your brand can also be a combination of a couple, but to keep it clear to customers, try not to talk about any more than that. Figure out your niche and stick to it. For example, you are a street clothing brand but you are environmentally friendly. You will muddy the water and lose the message if you then add, “who also sells aprons”. It can be mentioned on your website or in further promotions, but a clear marketing campaign is vital.
Choose affiliates who reflect your brand’s ideals and demographic, as that means it’s likely their consumers will also share those ideals and be likely to visit your site. There are as many affiliates out there as there are brands, meaning that there is bound to be an affiliate that suits your needs.
Create quality content
Quality content reflects a quality product, whether we like it or not. Make sure to pour all the previous tips into your brand’s content.
Whether you’re sending out communicative emails, making a website, taking photos for Instagram, or videos for YouTube and TikTok, make sure your latest trendsetting ideas and your brand’s strengths are all front and centre.
Quality content starts with quality creators, so choose your affiliates with care. Influencers make for great retail and fashion affiliates, for example, but their content can vary depending on their brand and how much effort they put in. Maybe the hastily cobbled-together content aesthetic appeals to YouTube fans who yearn for the days of influencers just sitting in a room talking to a camera, and if the homegrown ideal matches your brand, that’s great. But depending on what you’re selling and to what demographic, you’re likely to need a higher quality of content. Make sure to choose affiliates with goal demographics that match your products.
If you’re still suffering from a lack of traffic once your campaign is launched, take another look at your website. Customers are fickle creatures and will leave your site in seconds if they see any slow loading speeds, poor design, broken links, or a meagre experience. Remember, your marketing reflects your product and if customers see your website isn’t up to par, they will assume your product isn’t either.
For more information on managing an affiliate team for your retail brand, you can take a look at our Affiliate Insider guides. Or for a more personalised experience, book a free call with a member of our team for more assistance in this area.