Email Marketing Isn’t Dead—Your Strategy Might Be

How to Fix Underperforming Email Campaigns

It’s easy to write off email as yesterday’s marketing tool, but it can still seriously deliver. Email marketing boasts an average ROI of $42 for every $1 spent—and 18% of brands are earning even more, with returns upwards of $70 per dollar. Email marketing is direct, personal, measurable, and—when done well—ridiculously effective.

So why are so many brands still seeing flat performance in their inboxes?

Because it’s not email that’s broken. It’s the strategy behind it.

Whether your list has gone cold or your campaigns are running on autopilot, this guide will help you diagnose what’s not working, rebuild your email program with intention, and optimize for results. Because for fashion brands looking to scale, a healthy email marketing strategy isn’t optional—it’s essential.

Diagnosing the Problem—What’s Not Working?

If your emails are falling flat, it’s time to take a hard look at the signs. Underperforming email programs often show symptoms like:

Low open or click-through rates
High unsubscribe or spam complaints
No noticeable impact on sales
Inconsistent sending schedules or tone

Other red flags to watch for:

Flows that haven’t been updated in 6+ months
Newsletters that go to your entire list with no segmentation
A “blast-first, strategy-later” approach

These issues don’t just hurt engagement—they can damage your domain reputation and make it harder to reach inboxes in the future. But don’t panic. Let’s fix it, one step at a time.

Rebuilding Your Foundation—Flows First

Before you send another newsletter, get your automations in order. Why? Because email flows work 24/7, converting customers while you sleep.

Every brand should have at least four foundational flows:

Welcome Flow – Introduce your brand, set expectations, and share a first offer
Abandoned Cart Flow – Remind shoppers of what they left behind
Post-Purchase Flow – Say thank you, offer styling tips, and suggest complementary items
Win-Back Flow – Re-engage customers who haven’t shopped or clicked in months

Some brands thrive with four or five flows. Others need 14. The key is to test, tweak, and find your flow sweet spot. These automated sequences often generate the highest ROI across your entire marketing mix—don’t overlook them.

Reimagining Your Campaigns—Think Like Your Customer

Flows are foundational. But campaigns—aka your one-off newsletters—are your chance to show up consistently, creatively, and with value.

Strong campaigns have:

Clear goals: Are you educating, promoting, or building community?
Value-first content: Offer tips, styling advice, or founder insights—not just discount codes
Fresh creative and storytelling: Think editorial-style visuals, founder Q&As, or collection deep-dives

And don’t send the same email to everyone.

Instead, segment by:

Purchase history
Engagement level
Product preferences
Email behavior

Email is a relationship. Every message should either build trust, deliver value, or invite action. Sending with intention—and always thinking about what your audience wants to see, not just what you want to say—is invaluable.

Design & Deliverability—The Overlooked Essentials

You could have the best content in the world, but if your emails don’t render well—or don’t reach inboxes at all—it won’t matter.

Here’s what every brand should prioritize:

Mobile optimization – 68% of online shopping orders in 2024 came from mobile devices
Clear hierarchy – Your CTA should be easy to find and act on
Branded visuals + plain text fallback – Great design meets accessibility
Verified sending domain – Builds trust and keeps you out of spam folders
Avoiding spam triggers – Steer clear of all caps, excessive punctuation, and generic subject lines

Pro tip: Audit your emails regularly. Check how they load on various devices, review broken links, and ensure they still reflect your current branding.

Subject Lines & CTAs—Small Changes, Big Results

Subject lines are your first impression—and your biggest gatekeeper to opens.

Tips for subject line success:

Keep it under 50 characters
Add urgency, curiosity, or clarity
Test emojis, personalization, and formatting
Avoid spammy language (“Free!!!” “CLICK NOW”)

Once they open, don’t waste the opportunity. A strong call-to-action (CTA) is what turns interest into clicks—and clicks into sales.

Make sure your CTA:

Focuses on one action only
Uses benefit-driven language
Is easy to find and tap

Instead of “Click Here,” try “Discover Our New Collection” or “Shop the Top-Rated Styles.”

A/B test both subject lines and CTAs regularly to learn what your audience responds to.

Let the Data Lead

Sending emails without tracking performance is like driving blindfolded.

Monitor key metrics like:

Open Rate – Are your subject lines and sender name compelling?
Click-Through Rate (CTR) – Is your content delivering value and inviting action?
Conversion Rate – Are readers actually purchasing?
Unsubscribe/Spam Rate – Are you annoying your list or misaligned in messaging?

Use industry benchmarks as a litmus (like an average retail open rate of 33.8% and click rate of 1.11%), but the trends in your own data matter more.

Look at:

What types of content generate what types of consumer responses
Which days and times yield the best engagement
Which flows drive the most revenue
Which flows drive the least revenue
What types of content is converting least

What to Do If You’ve Let Your Email Strategy Slide

If your email program has been neglected (no judgment—it happens), it’s never too late to revive.

Here’s how:

Start with a “We Miss You” or exclusive welcome-back message
- Don’t hit your full list all at once—warm up your domain with smaller, engaged segments
Focus first on your most active subscribers: people who’ve clicked, opened, or purchased recently
Rebuild with consistent, value-driven content—no firehose of promos, please

Pro tip: Don’t expect results overnight. A healthy email program takes time, testing, and consistency—but the payoff is worth it.

A Healthy Email Program Drives Real Growth

With the number of email users expected to reach 4.59 billion by the end of 2025 and over half of consumers making purchases directly from emails, this channel isn’t going anywhere.

The difference between a revenue-generating email strategy and a forgettable one lies in intention, segmentation, strategy, and storytelling.

And the brands seeing serious results from email aren’t winging it. They’re building smart, strategic programs that prioritize customer relationships—and consistently deliver value.

So no, email isn’t dead. But if your results are? It’s time for a strategy refresh.

Pink Sheep Publicity builds bold, data-backed email strategies for fashion and lifestyle brands that want to scale. If you’re ready to turn your list into your most powerful sales and storytelling tool, we’re here to help.

Beyond the Grid: Social Media Strategy Is More Than Pretty Posts

Social media can easily feel like a full-time job—because, let’s be honest, it is. For fashion brands, managing social platforms means more than just choosing the right filter or posting perfectly posed flat lays. Yet too often, social media is treated like a curated mood board: aesthetically pleasing, but ultimately ineffective.

The truth? Pretty posts alone don’t convert. A visually stunning grid without a strategy, data, engagement, or direction is just digital noise. If a brand wants to see real ROI from social media, it needs to go deeper.

In 2025, the stakes and competition are both higher than ever. With over 85% of Gen Z and 72% of millennials reporting that social media influences their purchase decisions, brands can’t afford to wing it anymore. The fashion brands making the biggest impact on social aren’t guessing—they’re working with a plan that combines great content and thoughtful strategy. Let’s break down what actually matters when building a social presence that fuels brand growth, community, and conversions.

Aesthetic Alone Isn’t a Strategy

There’s no denying that fashion is a visual industry. The look and feel of your brand matters—but visuals without meaning don’t build trust or drive results. A beautifully curated Instagram grid might earn a few likes, but if there’s no context, story, or call to action behind the post, it won’t do much else.

Aesthetic should be used to support a brand’s message—not cover up the lack of one. Fashion brands must focus on clarity, consistency, and storytelling that aligns with their voice and values. The grid is just the beginning.

Pro tip: Think of your feed as your storefront. A great window display can can stop people in their tracks, but what’s inside the store—how you show up, what you say, how you serve your audience—that makes people stick around.

Strategy First, Always

Before a post is published, before a caption is drafted, and long before content is batch scheduled—there should be strategy.

Every post should serve a clear purpose: to drive awareness, spark engagement, or inspire conversion. Without this clarity, content becomes filler.

Strategic social media marketing starts by asking:

Who is this content for?
What action will customers ideally take after seeing it?
How does / can social media support our larger business goals?

Strong strategies are built on clear content pillars, a consistent brand voice, and a mapped-out funnel that takes customers from discovery to decision. Whether you’re posting a behind-the-scenes Reel or sharing a founder Q&A, every post should connect back to the bigger picture and cohesively build a fashion brand’s story in the mind of the target consumer.

Data Is the Feedback Loop You’re Ignoring

Social media algorithms aren’t your enemy—they’re your mirror. They show you what your audience responds to. Instead of guessing, smart fashion brands are using analytics to guide decisions and optimize content.

Metrics that matter:

Engagement rate: Are people connecting with your posts?
Saves and shares: Are you adding value worth remembering?
Link clicks/swipe-ups: Are people taking action? What actions are they taking?
Conversion rate: Are they buying? And if so, where (on socials? on the ecomm site?)

Rather than chasing vanity metrics (like counts that don’t convert), look for patterns across top-performing content. The data will tell you what your audience wants more and less of—if you’re paying attention.

Not Every Post Needs a CTA

CTAs—calls to action—can be powerful tools to drive traffic, boost engagement, or prompt conversions. But not every post needs one.

Remember that sometimes the goal is connection, not immediate conversion. Posts that educate, inspire, or share behind-the-scenes moments can build trust and brand affinity without asking for anything in return.

Use CTAs strategically when you’re promoting a product, launching something new, or driving engagement. Keep asks to the audience clear, relevant, and action-oriented—but don’t overuse them, because when every post feels like a pitch, your audience tunes out.

Pro tip: If the post delivers value on its own, it doesn’t always need a next step. Sometimes, that genuine connection should be the goal.

Community Is the Point

It’s called social media for a reason.

The brands winning right now aren’t the loudest—they’re the most engaged. They’re showing up in their DMs, commenting like real people, sharing their followers’ content, and listening to feedback in meaningful ways.

In fact, 71% of consumers say they’re more likely to recommend a brand after a positive interaction on social media. That’s not just brand love—that’s brand loyalty.

Ways to build real community:

Reply to comments like a human (not a copy-paste bot).
Repost and celebrate user-generated content in a way that authentically works with your overall strategy.
Share behind-the-scenes moments to build intimacy.
Ask for opinions—and respond thoughtfully.
Be open to feedback. Serving customers requires listening to customers.

Pro tip: You don’t need a huge following to build a powerful community—you just need to genuinely show up for the one you have and grow from there.

Cross-Channel Planning > One-Platform Burnout

Let’s be real: Instagram alone isn’t going to carry your entire social strategy. Today’s consumers are spread across platforms—and they engage differently on each.

Don’t repost the same video on every channel and hope for the best (consumers can tell when you’re phoning it in). Tailor your content to each platform’s strengths:

TikTok: Short-form video with personality
Pinterest: High-res visuals and mood board energy
Threads: Thoughtful or punchy conversations
LinkedIn: Founder stories and business insight
Email: Intimate and direct storytelling

Also? Don’t forget your website. A strong content ecosystem connects social to email to e-comm and back again—maximizing ROI without burning out your team or exhausting your audience is imperative.

The ROI of Getting It Right

Brands that treat social media as a business tool—not just a visual platform—are seeing serious returns:

39% of customers say they only trust brands they’ve interacted with on social media.
86% of consumers say they’ve made a purchase in the past month after discovering a product online.
Gen Z? 85% report social media influences their buying decisions.
Boomers may be less active on Instagram, but 52% still rely on online reviews to guide their purchases.

Translation? No matter your audience, your social presence matters. And strategy drives results.

The 2025 Social Playbook: Best Practices That Work

If you’re trying to get smarter about social, here’s what’s working right now:

Post with purpose. Every post should connect to a clear brand or business goal.
Engage like a human. Reply, listen, show up. Don’t automate your entire personality away.
Ride trends selectively. Yes to staying current. No to trying every TikTok challenge that doesn’t align with your brand.
Know your audience. Stop guessing—use social listening and analytics to find out what they actually care about.
Test, tweak, repeat. Your strategy should evolve based on data, not instinct alone.
Balance value and promotion. Think 80% value-driven content, 20% direct promotion.
Use analytics (not just your gut). Know your top-performing formats, platforms, and times.
Optimize by platform. What works on Threads might flop on TikTok.
Stay ahead of algorithms. Know how they work. Adjust when they change.
Crisis-proof your plan. Have a response strategy ready for the unexpected.
Repurpose smartly. Turn one great piece of content into five—without diluting the message by being strategic during the creation process not just editing.

Final Thoughts

The fashion brands seeing the biggest results on social aren’t just posting—they’re planning. They’re listening. They’re connecting. They’re testing and adjusting. And they’re using every post, story, and campaign to move closer to their business goals, not just posting pretty pictures based on vibes.

A beautiful grid might get a scroll or a save. But strategy, community, data, and clear calls-to-action? That’s what drives growth.

And if you’re ready to turn your feed into a fully-functioning growth engine?
That’s where Pink Sheep Publicity comes in. We don’t just make things look good—we build strategies that work. Let’s talk.

From Launch to Legacy: How PR Shapes Every Stage of a Fashion Brand’s Growth

In fashion, success is never static; even the most iconic brands are constantly evolving to remain relevant. From debuting the collection to becoming a household name, the journey of a fashion brand mirrors a lifecycle familiar to anyone in business: Introduction, Growth, Maturity, Decline, and, eventually, Obsolescence.

While creative vision and product innovation fuel the artistic side of fashion, a strong public relations (PR) strategy is what ensures a brand not only enters the market with impact but sustains momentum over time. Strategic PR doesn’t just complement the design process—it drives perception, demand, and longevity; it’s the through-line from launch to legacy that consistently keeps a fashion brand in the minds and on the feeds of consumers.

Each phase of a fashion brand’s lifecycle demands its own approach to building awareness, shaping perception, and influencing consumer behavior.

We’re breaking down how PR can evolve with a business, ensuring that the public sees, believes in, and ultimately buys into the fashion brand.

Stage 1: The Launch — Building Buzz and Awareness

Objective: Establish a strong brand presence in the market.

For early-stage fashion brands, PR is all about planting seeds. This is the make-or-break moment when the right storytelling can generate enough curiosity to attract those all-important first customers, media hits, and stockists.

Key PR Activities:

Crafting a compelling brand story that differentiates the label from others in a saturated market.
Securing early press mentions in trade publications, fashion blogs, and niche outlets covering launches and emerging talent.
Partnering with micro-influencers and tastemakers who resonate with the brand’s aesthetic and values using affiliate marketing to incentivize mutually beneficial collaborations.
Hosting a launch event or campaign to create a splash and generate newsworthy events for a young, new brand, whether through a pop-up, intimate press preview, or virtual showcase.

Outcome: Brand awareness begins to build, the media starts paying attention, and the first wave of consumers is introduced to the brand.

Stage 2: Growth — Solidifying Brand Identity and Expanding Reach

Objective: Transition from a “new” brand to one with a recognizable identity and loyal customers.

Once a brand is on the radar, the focus shifts to reinforcing what it stands for and establishing industry authority. This is where PR helps shape how the brand is perceived and ensures it remains top-of-mind as competition intensifies.

Key PR Activities:

Refining media relations to include features in major publications like Vogue, Elle, and Harper’s Bazaar.
Expanding influencer collaborations to include mid-tier and macro-influencers aligned with the brand.
Launching partnerships and capsule collections that build credibility and expand reach.
Generating consistent press coverage through interviews, editorials, and event activations.

Outcome: At this stage, a fashion brand begins to take on a stronger identity in the marketplace, with press and consumers associating it with distinct values, aesthetics, and a growing presence.

Stage 3: Scaling — Becoming a Market Leader

Objective: Shift from a growing brand to an industry leader.

This is when a fashion brand has traction. Now the goal is to scale impact while navigating the increased scrutiny that comes with success. Strategic PR ensures growth is matched with polish, authority, and authenticity.

Key PR Activities:

Cultivating deep relationships with top-tier editors to secure long-lead features, cover stories, and fashion week spotlights.
Launching large-scale campaigns around seasonal drops or high-profile collaborations.
Managing potential crises with well-thought-out reputation strategies.
Positioning brand executives or designers as thought leaders through op-eds, podcast interviews, and industry panels.

Outcome: The brand becomes known not just for its products, but for its cultural relevance. Not only does the brand earn a spot among the top players, but it also becomes a part of the broader fashion conversation.

Stage 4: Legacy — Sustaining a Timeless Brand Presence

Objective: Ensure longevity through cultural relevance and commitment to core values.

Legacy isn’t just about time; it’s about building an enduring reputation and making a lasting impact. At this stage, PR helps the brand stay relevant while honoring the values and vision that brought it here.

Key PR Activities:

Increasing brand reach by executing global PR campaigns to support international growth and align messaging across regions.
Celebrating brand milestones (major anniversaries, runway retrospectives, museum exhibitions) with PR activations that reinforce the brand’s journey.
Maintaining a consistent tone of voice across all channels, including earned media, social platforms, and internal communications.

Outcome: The brand becomes more than a label—it becomes a legacy. It earns cultural capital, consumer trust, and long-term brand equity.

PR Is the Common Thread

From the moment a fashion brand introduces itself to the world to the decades it spends influencing trends and culture, public relations plays a critical role at every step. While design captures attention, it’s PR that ensures the world keeps watching.

The brands that succeed long-term are those that treat PR as a non-negotiable—a strategic partner in shaping their narrative, connecting with their audience, and evolving with purpose. As fashion continues to move faster and consumer expectations shift, a great PR strategy is more than a support system—it’s the very foundation on which enduring brands are built.

For brands seeking not just visibility, but legacy, PR isn’t just part of the plan. It is the plan.

10 Reasons Every Fashion Brand NEEDS a Great Public Relations Strategy

The reality of the fashion industry is that it’s not enough to have stunning collections or trendsetting designs. Without a plan – preferably a dynamic public relations (PR) strategy – even the most fabulous, innovative fashion labels can fade into obscurity. It’s easy, particularly amidst the uncertainty of the current economy, to underestimate the power of any strategy that isn’t directly sales-driven, but it’s the fashion brands that understand the value of public relations and consistently strategize based on their brand’s goals, that can and will thrive in today’s market and beyond.

1. Visibility in a Crowded Market
The fashion industry is saturated with emerging designers and established powerhouses alike. A strong PR strategy ensures a brand doesn’t just get noticed—it gets remembered. Through media placements, influencer collaborations, and event activations, PR cuts through the noise to spotlight a brand’s uniqueness.

2. Crafting a Compelling Narrative
At its core, when it’s done well, public relations is storytelling. A great PR team crafts a compelling brand story that goes beyond the product and explains not only what the brand does but why it matters. This narrative communicates a brand’s heritage, values, and aspirations—essential elements that create emotional connections with consumers.

3. Building and Maintaining Brand Reputation
Reputation is everything, particularly when it’s easier than ever to set up a drop-shipping site and sell low-quality, low cost product from anywhere at anytime. Actively managing public perception is part of building consumer trust. By being open and honest with consumers, anticipating crises, managing media relations, and ensuring the brand’s messaging is consistent and positive across all channels, fashion brands will be better positioned for success.

4. Media Relationships That Matter
Public relationship agencies have cultivated relationships with editors, journalists, influencers, and tastemakers. The right PR partner will have cultivated relationships within your niche and understand your specific industry and market. These relationships are not only essential for securing valuable media coverage and getting featured in reputable publications, but also amplifying brand messaging through trusted voices in the industry.

5. Launching Collections with Impact
Whether it’s a seasonal collection, a capsule drop, or a designer collaboration, public relations should play a central role in launching products with maximum impact. Through exclusive previews, celebrity seeding campaigns, fashion show support, and coordinated press releases, strong public relations campaigns, when effectively run, create anticipation and drives interest before product even hits the shelf.

6. Supporting Sustainability Messaging
As consumers increasingly demand transparency and accountability (per industry research 73% of consumers are willing to pay more for products that guarantee total transparency), fashion brands must communicate their sustainability efforts authentically and honestly. Public relations professionals can and should help brands articulate their environmental and ethical initiatives in a way that resonates with conscious consumers without veering into greenwashing.

7. Influence Buyer Decisions
The fashion media and culture are of course highly influential in consumer behavior. When a fashion brand has a strong public relations strategy, a brand becomes a part of the cultural narrative, influencing not only brand image but purchasing behavior of target consumers (ie: more sales for the brand). Strategic placements and well-timed features position a brand as aspirational and trend-forward, helping it stay top of mind for buyers and consumers alike.

8. Strengthening Digital Presence
Today’s PR strategies extend far beyond traditional media. Digital campaigns, paid affiliate media, social media integrations, and influencer partnerships all tend to fall under the PR umbrella, particularly for smaller brands with smaller teams. A cohesive digital approach incorporating dynamic public relations and digital marketing strategies ensures brand consistency across all platforms, expanding reach, deepening engagement, and increasing revenue through both D2C and in-store sales.

9. Shaping Industry Dialogues
Great fashion PR doesn’t just follow the conversation—it helps shape it. PR teams position their clients as thought leaders on topics like innovation, sustainability, and inclusivity through op-eds, interviews, and panel participation, contributing to meaningful industry dialogue.

10. Long-Term Brand Equity
Public relations builds lasting brand equity. It nurtures relationships, reinforces positioning, and ensures a brand remains relevant and respected over time. The cumulative effect of strong public relations efforts helps fashion brands leave a lasting legacy and stand out.

Conclusion
Because we live in a world where perception often equals reality, a strong public relations strategy is no longer a luxury for fashion brands—it’s a necessity. From narrative development to reputation management and sustainability storytelling, PR shapes how a brand is seen, understood, talked about, and remembered.

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.

The 2025 Social Media Trends Fashion Brands Should Know

Social media and fashion are more intertwined than ever before. Platforms like Instagram and TikTok (though its future remains uncertain) are evolving into full-fledged shopping hubs, where shoppable posts, live shopping events, and augmented reality (AR) try-on features make it easier than ever for consumers to discover, try on, and buy pieces without ever leaving the comfort of their home—or the interface of the app. But as many brands double down on paid influencer collaborations, lean into user-generated content, and chase algorithm-feeding engagement to stay relevant (expending money, time, and resources in the process), shoppers are demanding more transparency about where their clothes come from, the impact they have, and whether the marketing claims (and the products they’re selling) hold up.

As an ethical, sustainable, and/or independent fashion brand trying to navigate 2025, it’s easy to get overwhelmed, so Pink Sheep Publicity is breaking down the tips, tricks, and time-wasters to know to optimize your social media marketing strategy for 2025.

Cultural Fluency Is No Longer Optional

Fashion brands cannot afford to speak at their audience anymore. It’s time to listen and learn! Brands need to be fluent in the cultures and mediums they’re engaging with—understanding trends, social movements, and consumer values in a way that feels natural and respectful to your audience is a nonnegotiable. Cultural fluency in social media means crafting content that resonates authentically with different demographics, avoiding tone-deaf campaigns, and fostering real connections that align with the brand and its audience.

What does that look like in practice?

Creating localized content that adapts to cultural nuances rather than relying on one-size-fits-all messaging.
Prioritizing diversity in influencer partnerships and brand storytelling.
Actively listening to social conversations and adjusting accordingly to avoid PR missteps.

Brands that get this right build loyalty and expand their reach in meaningful ways. Those that don’t? They risk being called out—and once you’ve lost trust, it’s hard to win it back.

Are You on the Right Platforms—or Just Wasting Time?

Social media platforms are shifting and as an independent brand already stretched thin, it’s easy to fall into FOMO. X (formerly Twitter) lost 2.7 million U.S. users in just two months after the 2024 election, while Bluesky gained nearly 2.5 million in the same period. But does that mean your brand should be on Bluesky? Not necessarily.

Remember when everyone rushed to Threads in summer 2023? According to recent company announcements, Threads still only has 130 million monthly active users vs. 550 million accessing X (Twitter) on a monthly basis. After fluctuations in engagement, it’s now being touted by some as the “next big thing” and others as “still a work in progress”. Jumping on a new platform without a clear strategy can be a distraction rather than a growth move. Instead, ask yourself:

Where is my audience actually spending their time?
Is this platform helping me build community, or just adding more work to my plate?
Can I create content that makes sense for this platform, rather than just repurposing posts from elsewhere?

Focus on quality content that leads to real, organic engagement over mass-producing or mass posting in hopes of going viral on one of a quantity of platforms. Your audience will thank you for it.

The Evolution of Influencer & UGC Marketing

Brands are still investing heavily in influencer marketing, but the landscape is shifting. Consumers are increasingly skeptical of highly curated, polished content that feels more like an ad than a real recommendation. Enter: micro-influencers and user-generated content (UGC).

Micro-influencers (those with 10K–100K followers) often have higher engagement rates than big-name influencers because their audiences feel more connected to them. They can also be far more affordable for smaller brands [if pursuing paid partnerships is something that is part of your strategy].
UGC is king—customers trust content from real people more than traditional ads. Encouraging and resharing organic content builds authenticity and deepens trust.
Paid partnerships need transparency—consumers want to see real experiences, not just #ad posts with generic captions.

Do Hashtags Still Matter?

At the end of 2024, Instagram announced it was removing the option to follow hashtags. This doesn’t mean hashtags are dead—but their role is definitely evolving. Instead of stuffing posts with 30+ hashtags, brands should focus on social SEO—optimizing captions and descriptions with keywords that match what users are actually searching for.

Hashtags still help categorize content. Making posts searchable and relevant within niche communities will especially valuable for smaller and independent brands.
Branded hashtags are still valuable. Creating a unique hashtag for your brand or campaign and using it across socials can encourage UGC, help your customers feel more included and incentivized to post and promote, and help potential customers find related content.
They’re less effective for broad discovery. With Instagram’s algorithm prioritizing SEO-driven search and engagement-based recommendations, hashtags alone won’t get you on the Explore page.
Use them sparingly and intentionally. Instead of loading up every post with a wall of hashtags, focus on a few that are highly relevant and brand-specific.
Test and adapt. If engagement from hashtags has dropped significantly, it may be time to shift focus to social SEO and keyword-driven captions.

AI & Personalization: Smart Use vs. Overuse

AI is changing the way brands create and distribute content, whether we like it or not. From AI-generated captions and image enhancement to predictive analytics for engagement, brands are leaning into artificial intelligence to streamline their social strategies. The key is to use AI as a tool, not a replacement for human creativity. While AI can optimize timing, suggest content ideas, and even generate visuals, audiences still crave authenticity and human connection (even and sometimes especially through social media). Relying too heavily on AI risks making your brand feel generic or disconnected—so the smartest approach is to use AI for efficiency while keeping brand voice, storytelling, and community-building firmly in human hands.

The brands winning in 2025 will be the ones using AI to enhance—not replace—genuine brand storytelling.

Quality Remains Queen

All the best social media strategies in the world won’t save a brand with poor product quality and / or terrible customer service. Social media is an incredible tool for engagement, but at the end of the day, your product, shopping experience, and customer care matter more than any viral moment.

In 2025, the brands that win won’t be the ones chasing every trend—they’ll be the ones using social media as a tool to build real relationships, foster loyalty, and create lasting impact.

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.

PSA: Digital Marketing Isn’t the Same as Sales

One of the greatest frustrations we often hear from fashion brand owners is that their ads are not providing the ROI they would like to see. Many new brand owners assume that pumping money steadily into a generic marketing funnel through a platform like Meta will instantly provide a significant ROI before the brand has made even one sale organically.

While the dynamics of digital marketing and sales are intertwined, the terms are not interchangeable. Despite their interdependence, it’s crucial to recognize the nuances that differentiate digital marketing and sales. When these two essential components of business growth work together in a comprehensive strategy that accounts for the unique objectives and goals of each, fashion brands can flourish into successful businesses.

Digital Marketing is integral to brand growth and success, but at its core, is an amplification system and not a sales generator. By using the data that is already in your system (for example, customer data in Shopify from your existing customer base) an effective campaign will find more potential customers who resemble your existing customer base. While an optimized digital marketing strategy can lead a brand to grow from $1,000 per month in revenue to $150,000 in revenue per month in a relatively short time (we’ve not only seen it, but we’ve done this for multiple fashion brands), there must be data available to use as a starting point for that scaling to begin.

While Digital Marketing is about amplifying what’s already working, the focal point of a sales strategy revolves around converting prospects into paying customers. Through strategic engagement and persuasive techniques, the sales team’s aim should be to generate tangible revenue. Sales is a more tactical approach tailored to the final stages of the consumer journey, emphasizing transactional outcomes.

While digital marketing undoubtedly plays a pivotal role in amplifying brand visibility and driving consumer engagement, it’s essential to acknowledge its limitations as a standalone sales creator. Simply put, the goal of sales strategy is to convert prospects into customers and the goal of a digital marketing strategy should be to reach new potential consumers that can be converted into customers.

So, if digital marketing increases sales and makes selling easier, how does a new fashion brand make sales to begin with? For a fashion brand to make sales, it’s crucial to implement a comprehensive strategy that includes organic, earned, and paid tactics, such as public relations, paid media placements, affiliate marketing, product placement, community engagement, social media marketing, and live events.

By aligning the complementary roles of digital marketing efforts with sales objectives in a comprehensive brand strategy, fashion brands can not only drive revenue and foster sustainable growth but also cultivate meaningful connections with consumers, amplify brand resonance, and propel themselves towards enduring success in the increasingly competitive fashion industry.

There’s no one “thing” that a new brand can do to magically reach profitability. When the complementary roles of digital marketing and sales are integrated into a comprehensive brand strategy that includes paid and organic tactics, their collective powers can drive revenue and foster sustainable growth for fashion brands of every size.