Loyalty isn’t easy to earn in the ever-changing world of ecommerce fashion. It’s harder than ever to win the hearts (and wallets) of fashion-conscious shoppers.
According to Shopify, the death of brand loyalty in fashion ecommerce is due to increasing market fragmentation. Brands like Amazon are eager to win a piece of market share with a constant stream of innovations like the virtual closet organizer and personal stylist Echo Look and the Prime Wardrobe try-before-you-buy offering.
All of this is worrisome for ecommerce fashion brands. How do you keep buyers engaged and continue to earn their loyalty with so much competition in online shopping? It all comes down to creating an exciting, clear, and consistent B2C brand.
Here we look at some of the most exciting ecommerce fashion brands today and dig into the secrets to their success in a tough target market. Get some bright ideas and learn how your brand can compete with the right marketing strategy to drive growth.
Adelante Shoes: Integrate product reviews
Adelante Shoes styles itself as an ethical ecommerce fashion brand. It sells women’s and men’s leather shoes that are handmade in Guatemala. But the company aims to pay tradesmen there a fair wage and create full-time jobs in their communities. This ethical goal runs through every part of the brand and is a strong draw for their buyers.
In addition to a strong brand mission, Adelante Shoes also offers a high-quality product that their buyers love. The brand integrates authentic reviews on each of its product pages with past customer posting honest reviews describing the quality, size (for example “true to size” or “they run big”), and overall rating. The company also has a forum to answer customer questions about the shoes for a better user experience.
By combining ethical fashion with high-quality goods that are vetted with social proof, Adelante stands out and has earned a real following for their shoes.
Monday Swimwear: Play to your strengths
Monday Swimwear grew from a personal passion project where best friends Natasha Oakley and Devin Brugman posted pictures of themselves on Instagram in different bikinis at exotic locations around the world. Now, the fashion brand focuses on a similar aesthetic and uses social media images throughout their ecommerce site.
The company focuses on Instagram, integrating a “Shop Social” section on its website. This section displays posts directly from the company’s Instagram feed and allows buyers to add bikinis to their cart directly. This provides a fantastic ecommerce shopping experience as well as great social media content.
Monday Swimwear is really all about the style of resort-wear and a life of travel, which is perfectly shown off in their social channels.
Sevenly: Have a clear mission and purpose
Advocacy apparel and accessories company Sevenly is also focused on the ethical fashion space. It describes itself as a “give back brand” with a strong commitment to creating better social outcomes. For example, Sevenly uses for-benefit company Doing Good Works as its fulfillment provider. Doing Good Works helps employ and mentor children in the foster care system.
Apart from having a strong mission which helps customers connect with the brand, Sevenly also runs seven-day marketing campaigns. These campaigns consist of curated collections based on a particular cause to help raise awareness for charities. It also pledges to give $7 per purchase to selected non-profits during these campaigns.
This clever and focused campaign helps build loyalty with buyers and makes them feel good about supporting the brand.
Mejuri: Build an engaged community
Mejuri is a direct-to-consumer luxury jewelry brand committed to fair pricing and ethical practices. The brand is completely transparent about the materials, processes, and jewelers it works with to create the delicate jewelry their buyers love.
The brand also focuses on connecting with customers in a human way, which is even more important if you are an ecommerce-first brand. Mejuri’s “IRL” strategy helps it build a community to make those personal connections stronger. Mejuri not only has showrooms where you can physically try on its products, book a private 45-minute session with a Mejuri stylist, and get personalized advice about engagement rings, it also hosts events. For example, the company organized tarot readings to help promote its new tarot-themed collection.
Unique and exciting events like this offer one more benefit to their customers and keep them coming back for more.
Need Supply: Strong, consistent brand image
Clothing and lifestyle brand Need Supply started out selling vintage Levi’s, but now curates a mix of well-known and up-and-coming brands for their ecommerce store. The online retailer chooses carefully according to its mission of offering well-designed products that they believe in, but with a difference.
Every piece of marketing content Need Supply creates fits perfectly with the company’s brand and image. Take the content on their blog for example. They cover diverse topics like travelogues in countries like Tunisia and interviews with leading brands and inspirational figures. Even the photos across the site aim to be aspirational, on-trend, and fit in with the company’s brand aesthetic. Need Supply is artful, with a passion for design, but slightly quirky and with a focus on doing things differently.
Then, at the end of every blog post, the company displays related products to help drive conversions and ensure its content marketing bring in revenue.
Mother Denim: Don’t be afraid to have personality
While jeans brand Mother Denim has hit the mainstream –– especially after Meghan Markle wore a pair on her first public date with Prince Harry –– the company has taken an irreverent approach to marketing. It’s clearly paid off, as they’ve expanded into other product lines, such as shorts, tees, and sweaters.
Mother Denim developed a strong personality in all its communications, making the brand easily identifiable and very memorable. The company has a sense of humor about everything it does. That includes the names of its lines and collections — classics like “The Blues” to quirky names like “Thunderstruck” and jeans like “Looker” and “Hustler”. The entire concept of the brand is spelling out directly: “MOTHER tries not to take herself too seriously — and neither should you”.
Buyers appreciate when brands have fun with their marketing, especially in fashion ecommerce.
Mizzen and Main: Effective influencer marketing
Menswear clothing company Mizzen and Main uses influencer marketing to great effect to reach its market. As an online fashion startup with a small marketing budget, the company asked top athletes who were already fans of the brand to endorse their products. With shirts made from high-performance sports fabric, it was a clever tactic to use athletes to promote their shirts.
And Mizzen and Main excels when it comes to making the best use of these athletes in these ads. Just take a look at Phil Mickelson’s viral dad dancing commercial, which is part of his endorsement deal with the company.
All the ecommerce fashion brands above have used tactics that work for their particular business and align with their values and mission statements. The right ecommerce marketing strategy will help you build up a rabid fan base and help you earn a loyal customer for the long term — no matter how tough the competition.