if you are in the online world to sell, you can’t ignore Facebook. True, F-commerce (a fancy term for e-commerce stores on Facebook) might be a little way off still, but as a clothing brand or a clothing retailer, you got to have a Facebook page.
- 23% Facebook users find Facebook pages of clothing retailers influential.
- There is more than a half a chance that a Facebook user who has liked your page would buy your product.
- 92% Facebook users trust word-of-mouth and recommendations from friends on Facebook.
The above stats have been gathered from The Main Street Analyst
Now, the trouble is, most small-time fashion retailers or start-ups find it difficult to build a fan following on Facebook. The Victoria Secrets and Burberrys of the fashion world get a ready Facebook fan base, since they already have a strong offline presence.
So, what can start-ups in the fashion world do to make the most of Facebook frenzy?
The usual Facebook tips of “engage rather than sell”; and “create compelling content” hold, but they offer little by way of actionable advice.
If you want to jog the marketing cells of your brain, here are a few tips from me for clothing retailers and brands that are finding it hard to make their mark on Facebook.
1. Give them a behind-the-scenes peek
Let your users in on how the buying decisions are made; what drives the trends at your fashion boutique; the brainstorming sessions with designers. Give them access to something that they usually won’t get anywhere else. As I write this, I have an interesting idea: post exclusive footage of a day at office (or your fashion boutique; rented apartment-cum-office; factory; whatever it is where you work) uncensored, uncut. It could be a fantastic way to drive engagement.
2. Organize a giveaway, with a twist
Giveaways where users who get the most number of likes while wearing a certain brand’s clothes get free goodies have been done far too often. To stand out, give it your own little twist. Challenge your consumers to wear your clothing in the wackiest way possible. Shortlist the ones with the wackiest dressing sense and then ask them to gather likes. An even wackier idea could be asking them to do a random jig, or maybe pose by the roadside during peak rush hours.
For such wackiness to work though, the stakes have to be really high. Maybe some super exclusive, premium range of clothes could do the trick; or free shopping for a whole month. If the stakes are high enough, you could drive a lot of traffic to your Facebook page, and ultimately, your e-commerce store.
3. Let them decide what they want to wear
Every month, come up with 4-5 designs. Post them on your Facebook page and ask your audience to decide which design they would prefer the most. The design that gets the highest number of votes is the one that goes into production. Again, the idea is to create a loyal fan base.
4. Make sure you show them the way
The above tips work when you have a sizeable audience on your page. But that’s the problem- most small brands find it hard to build a fan following for their Facebook page. It is akin to saying that you need to be experienced to get a job, but to gain experience, you need a job.
There is a workaround to the situation though- hire influencers on a temporary basis. For example, if you are planning to run the “dress-wacky” contest, hire wannabe designers who have a sizeable Facebook following. Let them dress wacky and influence their Facebook friends. As the word spreads, your campaign has a better chance of gaining momentum.
I will be posting actionable-Facebook-ideas for other kinds of brands too in the future. In the meanwhile, if you are a fashion brand or a fashion retailer, let me know if the above tips helped you out.
Image by: Stockimages