Whether or not you have a penchant for fashion, clothing is still a basic need. People will drop by brick-and-mortar shops or visit online stores to update their wardrobes, whether for getting clothes that fit better or look cooler. The advent of fast fashion has only accelerated this trend, making affordable but trendy apparel.
Businesses, regardless if they’re in the clothing industry or not, can use the growing demand for fashion to promote their brands. The humble T-shirt qualifies as an advertising medium, the difference being it’s always on the move since people wear them wherever they go. If the design’s eye-catching enough, it may pique the interests of a few others around them.
However, clothing advertising is more than just slapping your logo on some fabric. You can stand to be more creative than that with thorough market research and a bit of wit. Maximize this marketing strategy’s potential with these tips:
Build A Consistent Identity
If your business has a consistent identity, you’d be surprised at how many design variations are worth putting on a T-shirt. Brand consistency goes beyond just the letters and colors; it pertains to its promise, core values, and overall experience. In this regard, a good brand is recognizable no matter where it appears—clothing included.
With that being said, you want to target the buyer’s emotional impulse more than the practical aspect. No matter the reason, a person’s need to feel good drives 95% of all purchasing decisions. People can compare prices or do their homework all day, but their feelings will always have the final say. That’s why there’s no shortage of feel-good marketing campaigns. (1)
You can find examples of brand consistency in online clothing shops like Pixels and others. For example, if you’re in the business of ‘quotography’ or making designs of motivational quotes, you can showcase your products on fabric. Every time people see these T-shirts for sale, they’ll recognize your brand as synonymous with having such a unique business idea.
Creating a consistent image is one thing, but keeping it that way is another. Businesses always have to find ways to stay relevant, introducing fresh concepts while maintaining brand imagery. It can be a challenge, especially for corporations, but no less crucial.
Know Your Target Audience
You can’t please everyone; that’s a fact of life. Even today’s most well-known brands are well aware that they can’t provide everything for everybody. Those that try anyway end up falling short of their promises and suffer a dip in reputation.
As such, focus your marketing efforts on a smaller group that’ll deliver the most enthusiasm to your brand. Conduct thorough research on your target audience by collecting vital data, such as:
- Age and gender
- Income bracket (e.g., middle-class)
- Education background
- Spending habits
- Locality
(2)
Whenever possible, gather information about the type of buyers most likely to buy your brand, a.k.a. personas. Some key data for this include:
- Buyer’s characteristics
- Current lifestyle
- Hobbies and interests
- Social media engagement
- Professional information
(2)
Knowing your target audience is essential for several obvious reasons. You can’t exactly put a design that identifies with females on male tshirts, let alone market the image of a past president on people who hated the guy. Once you have an idea of the right buyers, you can visualize the next set of design ideas to keep your brand consistent.
Utilize Social Media
Don’t worry if your business only reaches out to a limited audience. Today, word gets out a lot faster and reaches more people thanks to social media. A company that promotes its consistent brand experience and fulfills its customers’ expectations will indeed find its way to more people one way or another.
Doing business today without engaging in social media is practically unfathomable. There are over 420 million social media users worldwide as of the first quarter of 2020, with millennials and Generation X-ers comprising the majority. Every day, more than a million new users join the growing network. (3)
Social media marketing is crucial if you want your brand to have a more personalized approach. Some brands that see success reach out to their customers by explaining up-and-coming features or commending anything that pays homage to their brand. As far as clothing goes, it’s not weird to see quirky designs that stem from a random jab or thought posted on social media.
Conclusion
By taking these tips to heart, any business can benefit from pushing their brand image into T-shirts and other forms of clothing. Imagine a T-shirt with your brand on it helping it reach new horizons just by being worn.
Sources:
- “Harvard Professor Says 95% of Purchasing Decisions Are Subconscious,” https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html
- “How to Find Your Target Audience,” https://neilpatel.com/blog/target-audience/
- “75 Essential Social Media Marketing Statistics for 2021,” https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-statistics.aspx
