PSA: Your Competitors are Still Investing in PR & Marketing

Now is Not the Time to Pull Back on Strategy

It’s no surprise that when the economy takes a hit, businesses tighten their belts—and all too often, PR and marketing budgets are the first to go. While cutting these costs might seem like a quick fix for fashion brands looking to save money, it’s a short-sighted move that can weaken brand awareness, shrink market share, and stall the long-term growth that separates long-lasting fashion brands from the rest.

Why PR & Marketing Are Often the First to Go

Before diving into why slashing PR and marketing budgets is a mistake, it’s important to acknowledge why these cuts happen in the first place:

Perceived as Non-Essential – When businesses are looking to trim expenses, public relations and marketing are often seen as dispensable rather than critical to survival.
Difficulty in Measuring ROI – Unlike direct sales or operational costs, the impact of PR and marketing initiatives can take time to materialize, making them harder to justify during economic strain.
Focus on Short-Term Survival – Many companies prioritize immediate financial stability over long-term brand investment, viewing marketing as a luxury rather than a necessity.
Lack of Immediate Visibility – The effects of marketing campaigns build over time, so their absence isn’t immediately felt—until it’s too late.

The reasoning seems logical at first glance— public relations and marketing don’t always have the same immediate, tangible impact as operational costs, and their return on investment (ROI) isn’t instantly measurable. However, cutting back on these efforts is a short-sighted move that can severely hinder long-term growth and brand resilience, particularly for newer and independently-owned brands already fighting against major fashion labels.

The Cost of Cutting PR & Marketing

The long-term consequences of pulling back on marketing and public relations investments far outweigh the short-term savings and as always, the proof lies in the data:

Loss of Brand Awareness – Consistency is key in marketing. When brands go silent, they become forgettable (even to the most loyal customers), giving competitors the opportunity to dominate the conversation and capture market share.
Difficulty in Rebuilding Momentum – Once marketing efforts are halted, it takes time and significantly more investment to regain lost ground and rebuild consumer trust. Remember: it can cost 5 to 25 times more to acquire (or reacquire) a new customer in comparison to retargeting an existing, engaged customer.
Long-Term Revenue Impact – A study by Harvard Business Review found that 80% of companies that cut marketing costs during a recession had not regained pre-recession sales and profits even three years after the downturn. Brands that cut fastest and deepest had the lowest probability (21%) of surpassing competitors when the economy improved.
Competitive Disadvantage – Your competitors are still marketing. A survey by Harris Interactive/Yankelovich found that 86% of consumers remember brands that continue advertising during downturns and feel more positively about their commitment to their products and services.

A Smarter Approach: Optimize, Don’t Eliminate

Instead of pulling back entirely, economically uncertain times are when fashion brands need to pivot their strategy to ensure their public relations and marketing spends are as effective as possible. Here’s how:

Refine Messaging – Adapt public relations and marketing efforts to reflect current economic conditions. Avoid aggressive sales tactics and instead focus on value-driven messaging that resonates with consumer needs.
Emphasize High-ROI Strategies – Investing in conversion-driven digital marketing strategies, high-conversion email campaigns, and commission-incentivized influencer partnerships that deliver measurable returns will allow brands to see a more direct, ROI from their digital marketing strategies to support brand cashflow while also creating buzz through digital campaigns.
Take a Metrics-Driven Approach – By prioritizing metrics-driven campaigns in both public relations and digital marketing, and being mindful of what is and isn’t providing a meaningful ROI (whether that is measure in sales, clicks, traffic, or other metrics depending on the campaign), brands can more thoughtfully determine what is and isn’t worth continuing to invest in when it’s time to make difficult decisions and scale back.
Leverage Cost-Effective Tactics – Organic social media, affiliate marketing, and targeted content strategies can maintain visibility without significant ad spend. Also, by working with partners that understand how to provide a meaningful ROI on a conservative budget, brands are able to continue growing without overstretching their resources.
Prioritize Customer Loyalty – Reward existing customers with exclusive offers, personalized engagement, and loyalty programs to keep them engaged. Your best asset as a brand is the customers that are already loyal to your brand. Engage them thoughtfully and let them help build the brand they love.
Focus on Brand Trust – Thoughtful public relations efforts, such as earned media placements and timely storytelling that feels relevant to the moment, reinforce credibility and brand integrity. They also allow brands to more authentically connect with their existing audience and reach out to potential new customers.

The Right PR & Marketing Partner Makes the Difference

Businesses that maintain or increase marketing efforts during economic downturns don’t just survive—they thrive. By continuing to invest in strategic PR and marketing, brands position themselves for long-term growth while competitors that cut back struggle to regain momentum.

At Pink Sheep Publicity, we specialize in crafting recession-resilient strategies that help brands maintain relevance, drive consumer trust, and optimize marketing investment for maximum impact. Tough economic times require smarter strategies.

Let’s future-proof your brand together. Reach out to Pink Sheep Publicity and let’s talk strategy.

Staying Focused Amid the Chaos

How Independent Fashion Brands Can Thrive in 2025

Between shifting consumer expectations, economic fluctuations, and the unrelenting expansion of fast fashion and drop-shippers with disturbingly low price points, independent, ethical, and sustainable fashion brands are navigating an increasingly complex landscape. While it’s easy to feel overwhelmed or be tempted to pivot at every turn, the brands that will succeed aren’t necessarily the ones that react the fastest or most frequently—they’re the ones that stay focused on their core mission and execute with clarity and purpose while remaining adaptable to the changing consumer climate.

The Challenge: Information Overload & Constant Disruption

We live in an age of endless noise, constant competition, and growing public distrust. Social media algorithms shift overnight, new trends emerge at lightning speed, and global events can shake the industry in unexpected and uncontrollable ways. For independent, ethical and sustainable fashion brands, the challenge isn’t just keeping up—it’s deciding what actually matters and what’s distraction.

Staying reactive to every shift can lead to brand dilution, wasted resources, a lack of direction, and burnout by a brand’s team. It can also lead to an overwhelmed customer losing sight of what the brand actually is and does. Instead of chasing every trend or opportunity, the best brands establish a clear strategy and make intentional decisions that align with their long-term goals.

The Importance of Staying Focused

Focus doesn’t mean resisting change—it means being strategic about which changes are worth adapting to. Pink Sheep Publicity helps independent, sustainable, and ethical fashion brands build strategically every day and for the first time, we’re sharing how brands like those we build can cut through the noise and remain on track:

Define Your Core Values & Stay Rooted in Them: Your brand’s mission and core values should act as a guiding compass for decision-making. Whether your focus is sustainability, ethical production, or timeless design (or a mix), ensure that every move you make reinforces your brand’s mission and helps your brand move forward while staying true to its purpose. Consumers today are looking for brands they can trust, and consistency in messaging and action builds that trust over time. [for more on this, feel free to check out our recent post on the importance of authenticity in branding].
Create a Strategic Measured Growth Plan: Rapid expansion can be tempting, but not all growth is sustainable, profitable or prudent. Instead of spreading yourself or your brand too thin, identify the key areas that will drive meaningful progress. Whether it’s refining your product line, expanding into a new market, or improving your supply chain, targeted growth will always be more effective than scattered efforts.
Use Data in Your Decision Making: Guesswork is not going to cut it in today’s competitive landscape (and neither will leading by ego). Leveraging insights from your own brand’s collected data as well as industry sales trends and reports and customer feedback to refine your approach is the only way. Understanding what resonates with your audience will help you allocate resources efficiently and avoid unnecessary risks.
Filter Out the Noise & Focus on What’s Relevant: Not every trend or marketing strategy will align with your brand. Just because a competitor is jumping on a viral moment or you’re seeing “it” everywhere, doesn’t mean you need to the “it” too. Assess whether an opportunity aligns with your brand identity and can be implemented in a way that MAKES SENSE TO YOUR BRAND. Don’t get so bogged down in jumping on every trend that you lose sight of your main goal (aka long-term success and investing your time and resources meaningfully to move your brand forward).
Build a Resilient Community: One of the biggest advantages independent brands have is their ability to foster genuine relationships with their customers. Engage with your audience meaningfully—through social media, email marketing, or personalized experiences. A strong, engaged community will support your brand through industry fluctuations and economic uncertainty.
Prioritize Financial Discipline: In unpredictable economic times, financial stability and thoughtful budgeting is key. Be strategic about your investments, focus on high-ROI marketing efforts, avoid overextending on inventory, and take the time to review your costing and pricing strategies. Brands that maintain financial discipline and learn how to operate within a responsible budget can better weather downturns while positioning themselves for sustainable growth.

The Power of Strategic Focus

Independent fashion brands are often at a disadvantage compared to large corporations with massive marketing budgets. But what smaller brands lack in scale, they make up for with agility, creativity, and the ability to forge deeper connections with customers.

By staying focused on their vision and making intentional, well-researched decisions, independent brands can navigate uncertainty without losing their identity. Success in 2025 isn’t about reacting to every shift in the market—it’s about staying the course, refining strategies, and building a brand that stands the test of time.

At Pink Sheep Publicity, we work with independent, ethical, and sustainable fashion, beauty and lifestyle brands to develop strategic, future-focused approaches that cut through the chaos and drive sustainable growth on a competitively conservative budget. The fashion industry will always be a bit unpredictable, but with clarity and commitment (and the right growth partner), independent brands can carve out a space that’s uniquely their own.

The Power of Authenticity

2025 is shaping up to be a whirlwind for the fashion industry. With shifting consumer behaviors, global economic uncertainty, looming tariffs, and increasing challenges from the luxury conglomerates and fast fashion retailers alike, it’s easy for independent fashion brands to become overwhelmed. We’re not going to sugarcoat; this is going to most likely be a chaotic year. The brands that will thrive in the year(s) ahead are the ones that stay focused on their long-term vision, build thoughtfully, and maintain an unwavering commitment to authenticity. At Pink Sheep Publicity, we believe that, even in unpredictable times, independent, ethical, and sustainable brands can and will rise succeed and thrive. The key? Staying grounded in your purpose and delivering real value with strategy, veracity and resilience.

Why Authenticity Matters

As a growth partner to independent fashion brands, we’ve seen firsthand how vital it is to remain centered around long-term growth goals during unpredictable times. This focus, combined with authenticity, will help you build not only profitability but a loyal customer base that champions your brand, which is essential to staying the course and excelling in today’s retail climate.

Authenticity is one of the most potent assets a fashion brand can have, especially when competing against the giants of the industry. Consumers today, particularly Gen Z, are looking for brands that resonate with their values and provide a sense of genuine connection in an increasingly siloed world. (In fact, per a Forbes article, Gen Z expect the brands they purchase from to take a stand on issues that matter to them, including sustainability and social justice.) Staying authentic and transparent is not just important—it’s essential.

How Authenticity Helps Fashion Brands Thrive

Builds Trust: Consumers gravitate toward brands that are transparent and authentic. When customers know you’re reliable and honest, they’re more likely to remain loyal, even when the retail climate is unpredictable. In fact, authenticity helps build lasting trust, which is the foundation for repeat business.
Creates Emotional Connections: Authentic brands don’t just sell products—they build relationships. They tell stories that resonate with their customers and foster a sense of belonging. This emotional bond goes a long way in encouraging repeat purchases and deepening customer loyalty.
Encourages Repeat Purchases: As mentioned, customers who trust a brand are more likely to buy from them again. Consistently delivering on your brand’s promises not only ensures that customers return, but also become your most valuable advocates. And returning customers spend an average of 33% more than first-time purchasers, so it’s also just good business to run a trustworthy business.
Differentiates Your Brand: In a crowded market filled with overly-packaged conglomerates and inexplicably inexpensive fast fashion dupes, authenticity is a powerful differentiator. A well-established, authentic brand creates a unique space for itself, one that draws customers who are tired of being sold to and are looking for genuine connections.
Attracts Employees: Today’s workforce values integrity. An authentic brand isn’t just appealing to customers—it’s also attractive to top talent who want to work for companies that align with their values. Building a healthy work culture, where employees are treated in a way that aligns with the brand you are selling to your customers can give your brand a competitive edge in attracting skilled employees who are motivated to drive growth and work for a company that values them, their time and their talents.

How to Build Authenticity into Your Fashion Brand

It’s one thing to understand the value of authenticity, but another to understand how it applies to building a brand. How can you ensure that your brand stays true to its values and connects with consumers in a meaningful way, while also making money ? Here are some key steps to keep in mind as you build and maintain an authentic, profitable fashion brand.

Be Consistent: Consistency is key to maintaining an authentic brand identity. Your messaging, visuals, and core values should be reflected across all platforms, from your website to your social media channels and even in your product packaging. When customers know what to expect, they feel more secure in their relationship with your brand.
Engage with Customers: Engagement goes beyond posting a cute photo, launching a sale, or slapping a kitschy catchphrase on your packaging. It’s about creating real conversations and being open to customer feedback. Respond to comments, messages, and emails in a personalized manner and where applicable, implement changes that show you’re working to better serve your customers.
Share Your Brand Story: Every fashion brand has a story. Share yours! Whether it’s how your business came to be or the journey that led you to your current collection, sharing your story allows customers to connect with your brand on a deeper level. Authenticity starts with openness—don’t be afraid to show the human side of your business.
Listen to Your Customers: Building an authentic brand isn’t a one-way street. Listen to your customers’ feedback, and use it to refine your products and messaging. Showing your customers that their feedback matters is essential—but too often overlooked in the rush to scale and sell.
Align Your Actions with Your Communications: Actions Speak Louder than Words (it may be a cliche, but it’s absolutely true)! It’s important that your marketing communications are more than just words—they have to align with your brand’s actions. If you’re advocating for sustainability, make sure your sourcing and manufacturing practices reflect that commitment. If you’re touting your brand as an advocate of mental health, make sure to actually put in the money / work and specify how your brand is being supportive to the cause so customers can feel confident about where their dollars are going. Customers are quick to see through brands that don’t practice what they preach, so integrity is paramount.

Embracing Authenticity for Long-Term Success

Our world has become oversaturated with fast fashion and fleeting trends, meaning consumers need trustworthy brands now more than ever. Building a fashion brand that is true to its values and mission not only fosters deeper connections with customers but also creates lasting loyalty that endures through market shifts. When your fashion brand is grounded in honesty, transparency, and a genuine commitment to sustainability, it will attract a community that believes in what you’re doing—not just what you’re selling.

As you look toward the future, remember that authenticity isn’t just a buzzword—it’s a powerful tool that will help your brand thrive, regardless of the unpredictable challenges ahead. Embrace it, weave it into every facet of your brand, and watch as it becomes the cornerstone of your success.

3 Questions to Ask Yourself When It Feels Like Your Fashion Brand Is Stalling

As a fashion entrepreneur, there’s nothing quite as thrilling as watching your brand gain traction after months—or even years—of hard work. But then, just as you begin to settle into a rhythm, something unexpected happens: progress slows, revenue plateaus, and that momentum you worked so hard to build seems to fade. It’s frustrating, yes, but it’s also entirely normal. Every business goes through cycles of growth and stagnation.

In these moments, it’s crucial to pause, take a deep breath, and approach the situation with a clear mind. The feeling of “hitting a wall” doesn’t signal the end of your brand’s growth. On the contrary, it’s an opportunity to reassess, recalibrate, and refine your approach to ensure that your brand continues to evolve and thrive. Here are three key questions to ask yourself when it feels like your fashion brand is stalling.

1. WHAT ARE MY GOALS FOR THE NEXT YEAR? FIVE YEARS? TEN YEARS?

One of the most common reasons brands hit a plateau is a lack of clarity around long-term goals. Without a clear vision, it’s easy to lose direction and find yourself treading water instead of moving forward.

Take a moment to reflect on where you want your brand to be in one year, five years, and ten years. Are you looking to expand into new markets? Launch a new product line? Reach profitability? Add wholesale to your overall sales strategy? Once you’ve defined your goals, you can start developing a comprehensive strategy to achieve them. This might involve reassessing your target market, diversifying or condensing your product offerings, investing in public relations to increase brand awareness or exploring new marketing channels.

The key is to ensure that your short-term actions are aligned with your long-term vision. By staying focused on your goals, you’ll be better equipped to navigate the ups and downs of business growth and keep your brand on track.

2. IS WHAT YOU’RE MAKING SOMETHING YOUR CUSTOMER WANTS TO BUY?

As a designer, it’s natural to be passionate about your creative vision. It’s important to remember that a successful fashion brand is not solely about artistic expression—it’s also about meeting the needs and desires of your customers. When sales slow down, it’s worth asking whether the products you’re creating are truly resonating with your audience.

Consider the feedback you’re receiving from your customers. Are certain silhouettes or styles consistently selling out while others languish on the racks? If so, it might be time to double down on your best-sellers and reconsider the items that aren’t performing as well. This doesn’t mean you have to abandon your creative instincts entirely, but it does mean being willing to adapt and evolve based on what your customers are telling you.

It’s also important to keep an eye on market trends and consumer preferences. Fashion is a fast-moving industry, and staying relevant requires a willingness to pivot when necessary. By balancing your creative vision with consumer demand, you can create collections that are both artistically satisfying and commercially successful.

3. WHAT AREAS OF MY BUSINESS CAN USE IMPROVEMENT AND NEED ADDITIONAL INVESTMENT?

If your brand hits a plateau, it could be a signal that something in your business might need adjustment. Turn frustration into opportunity by making this the perfect time to take a closer look at your operations and identify areas that could benefit from additional investment.

For example, are you scaling your marketing budget in line with revenue growth? If your sales have increased but your marketing spend hasn’t, you could be missing out on opportunities to reach new customers. Similarly, consider whether you’re investing enough in content creation, public relations, or influencer partnerships. These areas are crucial for building brand awareness and driving engagement, especially in a competitive market.

It’s also worth evaluating areas that may have been overlooked in the past. Perhaps your website needs an update to improve the user experience, or your social media strategy could use a refresh to better connect with your audience. Investing in these areas can help reinvigorate your brand and create new avenues for growth.

COMMUNICATE, ADJUST, AND PERSEVERE

As you work through these questions and begin making adjustments, remember that communication is key. Keep your team, freelancers, and agencies in the loop about any changes to your goals, budget, or strategy. When everyone is aligned and working towards the same objectives, you’re much more likely to see positive results.

Running a business is a marathon, not a sprint. It’s normal to experience periods of slower growth, but these moments don’t define your brand’s trajectory. By taking the time to reflect, adjust, and invest where it matters most, you can turn a plateau into a stepping stone for future success.

At Pink Sheep Publicity, we understand the challenges of navigating the ever-changing landscape of fashion and lifestyle branding. Our team is here to support you with tailored marketing and PR strategies that help your brand stand out and keep growing. Let’s turn those roadblocks into opportunities—together.

The Art of Fusion: Crafting a Comprehensive Fashion Brand Strategy

It takes more than just a great design to stand out in the uber-competitive, highly saturated fashion industry. The secret of the most successful brands lies in the orchestration of crafting and implementing a comprehensive strategy where public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing converge. Creating a cohesive, competitive strategy that meets and exceeds a brand’s goals and tells a compelling story that resonates with the target audience and differentiates them from the competition is a necessity.

The Power of Cohesion

In a world where consumers are bombarded with a myriad of messages, having a unified strategy is your brand’s secret weapon. A cohesive approach ensures that every touchpoint resonates with your brand’s essence, reinforcing its identity in the minds of your audience. When your public relations efforts align with your social media presence, which is further echoed through email and influencer marketing, you craft a narrative that is consistent, compelling, and unforgettable.

Amplified Reach and Impact

Imagine the impact of a message that echoes across platforms. Public relations placements that are shared on social media, backed by influencer endorsements, and followed up with targeted email campaigns create a ripple effect that reaches far and wide. This multi-channel approach amplifies your brand’s voice, ensuring that it reverberates in the hearts of both loyal customers and potential converts.

Connecting with the Audience

The heart of any strategy is the audience. With social media marketing, you engage in real-time conversations, understanding their preferences and desires. When your email marketing speaks directly to their needs and aspirations, and your influencer collaborations resonate with their values, you’re not just selling products – you’re building relationships.

Influencing Perception

Perception is reality, and in the fashion world, how your brand is perceived shapes its success. A cohesive strategy allows you to control the narrative. When your public relations efforts secure placements in esteemed publications, your influencer collaborations reflect authenticity, and your social media portrays a lifestyle that resonates – you’re shaping how the world sees your brand.

Leveraging the Power of Influencers

Influencers are the modern-day ambassadors of fashion. Their endorsement has the potential to sway opinions and inspire purchases. When your influencer marketing strategy aligns with your brand’s message and values, it adds authenticity to your efforts. And when this authenticity is further supported by strategic PR placements and integrated into your overall digital marketing approach, you create a powerhouse of influence.

Driving Conversions through Affiliate Marketing

Affiliate marketing is the bridge that transforms interest into action. When this strategy syncs with your email campaigns, social media promotions, and influencer collaborations, you’re not just guiding your audience – you’re inspiring them to take the final step. The synergy of strategies ensures that the journey from consideration to conversion is a seamless one.

Optimal Resource Allocation

A comprehensive strategy isn’t just about doing more – it’s about doing smarter. When your public relations efforts are aligned with your influencer marketing, and your email marketing complements your social media calendar, you’re maximizing the impact of your resources. Every effort supports the other, creating a holistic approach that optimizes results.

Staying Ahead of Trends

Fashion is about staying one step ahead. A strategy that integrates different facets of the industry ensures that you’re not just following trends – you’re setting them. By closely monitoring the impact of each strategy and adapting to changing consumer behaviors, you position your brand as an industry innovator.

Measurable Success

A comprehensive strategy isn’t just about creativity; it’s also about results. The beauty of aligning public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing is the ability to measure their impact collectively. You can track engagement, conversions, and brand sentiment across channels, providing insights that guide your future strategies.

Crafting a Lasting Legacy

In a world where trends come and go, a comprehensive strategy is what ensures your brand’s legacy. When your efforts align, you’re not just creating short-term successes – you’re building a brand that’s grounded in authenticity and resonates with generations. You’re crafting a narrative that’s timeless and leaves an indelible mark on the fashion landscape.

In the symphony of fashion, every note matters. By orchestrating a strategy that fuses public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing, you’re creating a crescendo that’s impossible to ignore. Embracing the art of fusion and crafting a comprehensive strategy that elevates your fashion brand to a realm of unparalleled success is the way to build your brand consistently over time.

Securing Shelf Success: The Art of Building Lasting Buyer Relationships for Your Fashion Brand

Securing coveted shelf space in retail stores is a major milestone for any fashion brand. To make this dream a reality, it’s crucial to build strong relationships with buyers who hold the keys to getting your products in front of consumers. In this blog post, we’ll delve into the art of building lasting relationships with buyers, exploring how it can help secure your fashion brand on store shelves and propel your business to new heights.

Research and Understand Your Target Retailers

Before reaching out to buyers, invest time in thorough research to understand your target retailers. Study their brand ethos, target audience, and product assortment. This knowledge will enable you to tailor your pitch and demonstrate how your brand aligns with their values and meets the needs of their customers.

Craft a Compelling Brand Story

Buyers are drawn to brands with a compelling narrative that resonates with their store’s vision and their customers’ aspirations. Develop a strong brand story that reflects your unique identity, craftsmanship, and brand values. Highlight your brand’s point of differentiation and communicate how it fills a gap in the market.

Prepare a Professional Pitch

When approaching buyers, a well-prepared and professional pitch is essential. Clearly articulate your brand’s value proposition, highlighting key selling points, such as product quality, design aesthetics, and consumer demand. Showcasing your understanding of the retailer’s target market and how your brand can contribute to their success will show that you’re invested in becoming a productive, profitable partner and not just sending out a mass email to a sea of buyers.

Foster Personal Connections

Building relationships is all about forging personal connections. Attend trade shows, industry events, and networking opportunities to meet buyers face-to-face and build meaningful, authentic connections that are mutually beneficial. Be genuine, approachable, and passionate about your brand and remember that listening is as important (if not more-so) than speaking. Taking the time to understand buyers’ preferences, challenges, and goals will set you apart from your competitors and position you as a partner and resource that adds value. By showing genuine interest, you can establish a rapport that goes beyond a transactional relationship.

Provide Exceptional Customer Service

Once your brand secures a spot on a store’s shelves, delivering exceptional customer service is crucial for building long-term relationships with buyers and their retailer’s customer base. Be responsive to their inquiries, provide timely product updates, and go the extra mile to exceed their expectations and ensure a longterm partnership that is mutually beneficial. This level of service helps foster trust and encourages buyers to become advocates for your brand.

Be Flexible and Adaptable

The retail industry is always evolving, and buyers need brands that can adapt to market changes. Stay abreast of industry trends and consumer demands and be willing to adjust your offerings or collaborate on exclusive collections. Show buyers that you are a reliable and adaptable partner committed to their success.

Offer Marketing Support

Buyers appreciate brands that actively support the marketing and promotion of their products. Provide visually appealing product images, detailed descriptions, and marketing assets that make it easy for buyers to showcase your brand. Collaborate on joint marketing initiatives and provide assistance with in-store events, displays, or campaigns.

Stay in Touch

Maintaining regular communication with buyers is key to building lasting relationships. Keep them informed about product updates, new collections, or industry accolades. Share relevant industry insights or market trends that can benefit their business. By demonstrating your commitment to their success, you’ll remain top-of-mind and increase the likelihood of securing repeat orders.

Seek Feedback and Continual Improvement

Feedback from buyers is invaluable for improving your products and strengthening your brand. Actively seek feedback on product performance, customer reactions, and market trends. Embrace constructive criticism and use it to refine your offerings. Buyers will appreciate your willingness to evolve and value their input.

Be Realistic with Your Wholesale Goals

Wholesale is not the answer to all of your business’s hardships, struggles, or problems. If you’re not making sales D2C or don’t have a loyal customer base of your own, it’s unrealistic to expect any one retailer or buyer to step in and magically “fix” your business. Like all business-building initiatives, wholesale strategy is a marathon and not a sprint. Be realistic with your goals, expectations, and strategies as you build out a plan for your wholesale business.

Building strong relationships with buyers is a critical step in securing shelf space for your fashion brand. By conducting thorough research, crafting a compelling brand story, delivering exceptional customer service, and fostering personal connections, you can establish yourself as a trusted partner in the industry. Remember, building relationships takes time, effort, and genuine care. Invest in nurturing these connections, and you’ll find your fashion brand thriving on store shelves with the support of loyal buyers.

Level Up Your Web Copy

Of course imagery, particularly if you’re selling in the highly visual fashion space, is integral to building your brand story and your website, but don’t underestimate the equal importance of meaningful copy. Why does investing in your e-commerce website copy matter? The way you describe your product, communicate your unique value proposition (USP), and encourage website viewers to convert from visitors to paying customers through the verbiage on your site can directly impact your sales.

KNOW YOUR AUDIENCE

Think about the different ways in which you communicate with people in your life. A great communicator knows how to read the room and speak to their audience in a way that resonates. When you’re writing copy for your site, think about your target consumer. It’s important to keep your communication authentic; don’t pander or preach, but speak to them in a way that’s relatable. Producing copy that drives conversions starts with understanding who your customer is and how to speak to them in a meaningful way.

[Note: Not sure who your audience is or where to start? Check out our previous post on determining your target audience here.]

WHAT DOES YOUR CUSTOMER NEED?

Yes, you want to sell, but that’s not a reason for your customer to buy. Think about them and how you can serve your customers better than the competition. What are their pain points? What are their needs? How can your brand make a difference in their lives in a way the competition can’t? Providing your customer with a solution, whether you’re selling swimwear or supplements, will set you apart. Think back to why you started your brand and what you can offer better than anyone else and explain that to your customers in a concise, meaningful way.

KEEP TONE CONSISTENT

Whether your brand’s tone is reliable and scientific, fun and upbeat, or elegant and luxurious, make sure to keep the tone consistent and on brand across your entire website. Using consistent tone, tense, and person, as well as proper grammar, not only adds an air of professionalism and legitimacy to your site, but also helps to reinforce your brand’s overall aesthetic. Make sure that the tone you choose to use for your copy is cohesive with your imagery and graphic design standards; everything should work together to tell the story of your brand.

Pro Tip: Outside of your website, make sure the verbiage you use across your socials and press materials is also consistent and cohesive with the tone of the website copy. Everything that speaks to your brand should have a cohesive, consistent voice with which customers can familiarize themselves.

ANTICIPATE YOUR CUSTOMERS’ NEEDS WITH FAQS

What information does your customer base ask for most? Saving your customers time by providing answers to the most common questions before they have to ask is a great way to add value to your website and better serve your audience. Any question that has popped up in your inbox from potential or current customers more than a few times should be added to your website’s FAQ page.

DO YOUR OWN RESEARCH

When you’re shopping online, what information do you value and/or look for on the websites on which you’re shopping? Think about your own needs as a consumer. What websites do you keep going back to and why? Talk to your friends and peers and find out what they value during their own online shopping experiences. If you already have customers, ask for their input! What do they love and what could you improve to better serve them?

Writing copy isn’t a science, but rather an art form that requires understanding your brand, your customer and how to meaningfully and effectively communicate to consumers why they should WANT to buy your product.

REMEMBER: Copy can also directly impact your SEO,. By creating useful, compelling content that incorporates targeted keywords authentically, your site will not only be more valuable to the visitors who are already there, but can also increase authority and relevance to those searching for similar products and/or services through search engines like Google or Bing.

Do You Know Who Your Customer Is?

Unless you’re selling nail clippers, lip balm, or toothbrushes, please don’t say your product is for everyone! No brand can reach or should cater to every consumer, and that especially applies to new brands with limited marketing budgets. Instead of aiming for everyone, aim for a target customer who can be served by your product or service. Understanding your customer will allow you not only to better market to them but also to provide better customer service and authentically interact with them over time.

The first step to building a customer base is identifying your target customer. The best way to begin is by literally creating the profile of the ideal person whom you see buying your product or service. Where do they shop? Where do they live? What do they like? What do they need? What motivates them?

If you already have sales coming through your shop, start by taking a look at from where those sales are coming. By identifying the attributes and purchasing behaviors of the customers whose business you’ve already won, you can better build out and determine your ideal customer profile. If you don’t have any existing data yet, that’s ok. It’s never too early to define your target audience so you can market accordingly.

Here’s what to consider when building out your customer profile:

DEMOGRAPHICS

Demographics are the characteristics that tell you the basic elements of your customer; who they are, what they do. This basic information about your customer is the foundation of your customer profile, so it’s important to have a thorough understanding of your target demographic.

Age [5 – 10 year range]
Gender
Race
Income
Education Level
Location
Employment
Marital Status
Parental Status

PSYCHOGRAPHICS

Psychographics tell you why your customer makes the decisions they do; how they think, feel and behave. By better understanding what motivates your customer, you’ll be able to better tailor strategic digital marketing and public relations plans that can optimize your brand’s visibility in front of the optimized potential customer.

Lifestyle
Interests
Opinions / Attitudes / Beliefs
Values
Goals
Habits
Motivations

BEHAVIORAL TRAITS

Behavioral traits show you how your customer acts; their personality and purchasing patterns. By understanding your customer’s behaviors, you can better tailor messaging and communications (from copy in ads for marketing to e-mail blast content to customer service interactions) so that your customer feels heard.

Brand Loyalty
Purchasing History
Purchasing Habits
Level of Extraversion
Communication Style

It can be overwhelming to create your customer from scratch. If you need a bit more direction, a great place to start is with the Big 5 Trait Theory, which analyzes behavior and character based on 5 key factors. Keeping these traits in mind while building out your customer profile can be helpful, as it allows you to think critically about not only who your customer is, but also who he or she isn’t.

Openness
- Thrives on a routine vs. Spontaneous
- Practical vs. Imaginative
Conscientiousness
- Impulsive vs. Cautious
- Organized vs. Scattered
Agreeableness
- Trusting vs. Suspicious
- Disagreeable vs. Pleasant
Neuroticism
- Anxious vs. Carefree
- Confident vs. Self-Conscious
Extraversion
- Reserved vs. Sociable
- Introspective vs. Superficial

By having a clear understanding of who your customer is and is not, their interests, habits, and motivations, you’ll have a competitive edge that allows you to focus on solving your customers’ problems by meeting them where they are and offering a product or service that meets their needs delivered with an experience that exceeds their expectations.

Build a Better E-Commerce Site

The global pandemic has resulted in retail brands of all sizes prioritizing digital channels for everything from customer service to commerce. In 2021, e-commerce sales accounted for approximately 20% of all retail sales worldwide. In the US alone, retail e-commerce revenue reached $767.7 billion in 2021 and is expected to surpass $1329 billion by 2025.

So why does it matter? If your website is not optimized and well-designed, you could be leaving money on the table. Web design is critical when creating an e-commerce website, specifically for fashion and lifestyle brands, where visual storytelling is integral to connecting with customers. If you want to build consumer trust, necessary to gaining clients and building sales, you’ll need to put serious thought into your website.

THINK LIKE A CONSUMER

Think back to your best and worst online shopping experiences. What do you love and hate about other e-commerce sites? What sites are you constantly returning to and why? Remember that you’re providing a service. Keep the processes on your website simple and the site easy to navigate. The process of using your site should be simple, straight-forward and hassle-free for visitors so they enjoy the experience of shopping with you. Make sure your product imagery is hi-res and pertinent information like product dimensions, size guides and fabric content are easy to access for each product.

PROVIDE SOCIAL PROOF

A simple way to gain consumer trust and increase conversion rates is to provide social proof on your website. Let potential buyers know what past customers think of and feel about your products. Your website header or footer should have links to your social media pages so that anyone visiting your website can easily find your accounts. If you have press tears, make sure to have a press page on your site to let visitors know what people are saying about your brand. You can also display alerts at the bottom of your page to let website visitors know when a purchase has been made on your site.

KEEP YOUR WEBSITE ON BRAND

We’ve written before about the importance of branding (see here) and that absolutely applies to your website. From your website to your socials to your ads to your product packaging, make sure that anytime a customer or potential customer comes into contact with your company, the branding is consistent and your logo, brand colors, graphic standards and tone of voice are all in line with the message you want to convey to your target audience.

BE MOBILE FRIENDLY

According to a study conducted by Google, 85% of consumers start a purchase on one device and complete it on another. Making sure your website is easy to use, easy to navigate and responsive on all devices will set you apart from the competition and make your site look and feel more professional. Bonus points for enabling Instagram & Facebook shopping, to allow further ease to purchase for consumers. Remember, the goal is to make the process simple and streamlined for your customers.

Ready to build a better e-commerce site but need assistance? Contact our talented team to discuss how we can help your brand shine online.