How Visual Marketing Can Help Fashion Retailers Boost Sales
All fashion retailers will appreciate that when it comes to boosting business, aesthetics are everything. Which is why visual marketing plays such a key role in how to communicate with customers and tell your brand story. Visual marketing can include anything from still images on a website to interactive videos on social media channels - essentially anything visual that is used to engage customers. Whilst it’s clear that when carried out effectively visual marketing looks great, the question is does it actually work when it comes to attracting interest and improving sales?
According to statistics, 65% more people remember a piece of information if it’s paired with a visual. So it’s not hard to see why more and more marketers are increasing the visual content they put out with 37% saying that visual marketing was the most important form of content for their business.
So whether your business has fully embraced visual marketing or is just starting out, here are a few top tips that marketers swear by:
The Power of a Simple Image
Never underestimate the power of a single image; particularly when it comes to fashion retail marketing and showcasing your products. Maybe it’s a key piece from the season or a bestseller from your store - either way, keeping it simple could be more impactful when it comes to reaching your customers.
It’s true when they say a picture can paint a thousand words, and placing these single, still images on your website or social media channels is a great way to replace wordy product descriptions and clutter. Always make sure that the image is of high quality and try to use a visual that doesn’t have too much going on in the background so viewers can focus on what really matters.
Interactive Video Content
Video content has been going from strength to strength over the last few years. In fact, four times as many consumers would prefer to watch a video about a product than read about it. And more than 60% of marketers and small business owners said that they planned to increase investment in video marketing in 2017.
Hosting a video on your store homepage and shorter videos on your social media channels can really help grab the attention of your customer straight away and help to tell your brand story. Although creating high quality video content doesn’t always come cheap, it can be seen as an investment. To get the most from your videos, avoid creating anything that will get dated too quickly or videos that are only relevant for a short amount of time.
People are always keen to connect with human stories and real people, which is why user-generated content is so popular. User-Generated content is anything that a user shares themselves, a post of them at your store for example, usually through social media.
The best bit is that you don’t need to worry about sourcing images and videos yourselves as the user has essentially endorsed you for free! All you then need to do is repurpose the content on your own social media channels (social listening tools are great for finding mentioned posts) so your customers can see how much your business is valued. This creates a sense of trust whilst giving your store an extra boost in credibility.
When it comes to visual marketing, social media can be a strong platform for showcasing your business whilst giving your business a fast track pass in terms of exposure and reach.
Content that contains an image is 40 times more likely to get shared across social media than other types of content; so make sure your visuals are of high quality and think about what images or videos are likely to be shared. Social media channels such as Pinterest and Instagram allow users to search for inspiration and even purchase products directly through the apps, so it's important that your channels are always up to date with new products.
Marcus, a menswear buyer from Leicester says, “Instagram is huge for us. Obviously fashion is really visual so posting videos on here always works really well and let’s people know the kind of brands we stock.”
Offline visual marketing
Although online marketing is extremely powerful and effective, it’s also important not to forget about offline marketing. Visual merchandising still plays a big part in drawing customers in and thinking about how you physically promote products is a useful exercise. Whether it’s a window display or point of sale display stands, making sure you put attention and detail into how you present your products is vital.
Whilst the idea of visual marketing may seem like a bit of an overhaul, it doesn't need to be. And with a bit of careful thought and planning, you’ll have your visual marketing strategy up and running in no time!