Congratulations! You have started your website, uploaded your kickass products and now you need some tips on How to get your product out there.
1. Get To Know Your Backend
2. Pitch Your Site
3. Start Your Digital Marketing Strategy
4. Don’t Forget About Direct Marketing Campaigns
5. Make Sure You Have Engaging Captivating Content
Did you find this video helpful? Need more tips? Leave a comment below, so we can chat!
Thank you for watching.
For more tips and exercises for building a fashion website check out
Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://www.scalingretail.com/product/creating-fashion-website-that-sell/
Check out Scaling Retail website for more business ecommerce and retail tips, reviews and more: http://www.scalingretail.com/
Contact Syama for any questions: Syama@scalingretail.com
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In this chapter, we go in-depth into knowledge about how to build the perfect about page, the about page that really speaks to your customer, the about page that really reflects who you are, and the about page that ultimately gets that person to hook into your brand. That’s the whole point of an about page, isn’t it?
So we’re going to break down the different steps of what it’s going to take for you to build that about page. Starting off with some of the nitty-gritty.
So be sure as you’re starting to think about what you’re going to write as far as content that you’re spending some time thinking about who your customer truly is, right? Where is that customer shopping? Who is that person? Now, please don’t give me the same old “Well, my customer is very stylish.” I can’t tell you how often I hear people say, “Well, I’m targeting myself towards a woman. She’s between 20 and 45. And she makes $80,000 a year. And she lives in New York City.” That customer is too vague. That doesn’t mean anything to me. If you write in such vague terms on your website, I’m not going to relate to it. Chances are your customer won’t either.
I’ve seen so many bad about pages and good about pages. And really the ones that ultimately get the customer voice across are the ones who understand the lifestyle of the customer. What magazines are they reading? What type of vocabulary are they using? Right? Who is that person who you’re trying to sell too?
Now, the tricky part here is marrying who your customer is or who you want your customer to be with who you are, right? So that’s taking customer demographic analysis and understanding that customer profile and marrying that with who you are as a brand. What is it that you stand for? What’s your vision? Where do you want your brand to be? Right? And that process of developing your brand identity can take some time, right? I usually find the best way to start thinking about brand identity is to really take a look at your garment and what you’ve been creating, right? A lot of times people will start to think about their brand identity first and then create garments. And in that relationship, I think it’s a fantastic way, because your brand becomes essentially your umbrella. And then each of your collections and each of your seasons fall under that umbrella.
Now, marrying your customer with your brand is tricky, right? This process should take you a few weeks. In the beginning stages, you’re doing a lot of research. You’re taking a lot of notes. Towards the end of this process, you’re going to start going into little writing sessions. In these writing sessions, what I’m asking of you to do is to sit down and do some heavy writing about both of these subjects, right, your ideal customer as well as your brand and your brand vision.
After you go through the writing process, now, it’s time to edit, right? And through this editing process, we’re really getting rid of any type of loose words, loose context, loose ideas that don’t ultimately feed the point of this exercise, which is to write a killer about page, right?
So in this about page, your goal is to really communicate to the customer in terms of the voice that they want to be spoken to, and you want to really relate to them the value that your brand is offering to them. Not just what your brand is offering in general, but how is your customer going to really feel when they engage with your brand? What is it that they can count on you for? Why would they want to shop with you? Is it because you’re a made in U.S.A, or you’re organic, or you’re sourcing textiles and products from international? Why do I want to shop with you? And how is that going to make me feel? What club am I now a part of?
So start to marry those types of contexts and ideas together. Now, once you have a solid written piece of content, it’s time to start to think about how it’s all going to lay out, right? What’s the structure and the format that you need to be presenting this?
Well, of course, you need to have a killer photograph of yourself. In that bio shot, you’re also selling your product. So please wear your product if you have it, right? Again, about page is also a selling page, right? So when you get a killer product shot in with your photo of yourself, that to me is really an ideal photo.
Now, alongside with this bio of yourself, right, and of your brand, make sure that when you write about yourself and you write about who you are, you’re really keeping it to very short and minimal content. What I wanna know is your intrinsic passion and value that you’re bringing to this brand, right? What I love to read are these amazing stories of architects who have become fashion designers or even people who are right out of college who have been inspired through their travels or have been inspired through urban street wear, right, or inspired through people or inspired through anything. You need to be inspired guys. And if you’re not, you need to make something up real fast, because if you’re not inspired by anything, I’m not going to feel a connection or relatability to you.
So short bio about yourself, talk about the brand, talk about what the customer is ultimately going to feel out of that experience. And then also include if you can’t somewhat of a brand video, right? Get in front of the camera. Again, if you’re camera shy, we can find lots of interesting ways to get your story and your point across to your customer.
Also, remember this, your customer isn’t the only one who’s looking at your about page. Potential wholesale buyers, editors, bloggers, stylists, everyone is looking at your about page. Your about page is your reason for creating connection, right? So in that about page, you’re not just talking to the customer who’s gonna purchase, right? You’re also selling people on your value. You’re selling people on who you are.
At the end of the day, make sure, final touch, all of your content is above the fold. Your customer is lazy. Your customer needs to be shown everything up and front and center. Don’t make him or her scroll down. Keep it all really focused, tight, and above the fold of your website.
All right, guys, I hope you found this content really interesting and helpful. More to be found in Creating Fashion Websites That Sell: The Fashion Designers Guide. The link is below. Please feel free to check it out. Leave your comments below. Please email me and stay in touch. Thank you.
Sears launched a new App that allows customers to purchase from their phone, drive to the store, and have a customer service rep come to the car and drop off the package. How can small businesses diversify their strategies? Watch on.
Hi, and welcome to Scaling Retail, this is Syama Meagher. This week, I’d like to chat with you about some new retail technologies. In particular, Sears launched a new mobile app by which they allow their customers to participate in something called “click to store.” In fact, it’s more like “click to car.” What does this app allow you to do? Well, in essence, you can place an order over your app and drive to the Sears store, stay in your car, and someone will come out and deliver your product to your car. Now of course, there are a lot of different things that might make this a little bit more challenging.
Can you imagine if you’re driving to the parking lot, and your customer is coming out there and looking for the product? And then you have a sales associate running around all over the parking lot, trying to find you? This might make it a little bit more challenging, but it is a very interesting concept to think about, especially as you as a small business, take a look and find all the different ways in which you can start to service your client better. How can you make the shopping experience more seamless, and how can you provide them different ways of taking home your product? Now of course, during the holiday times, you see a lot of free same day delivery, free shipping, courier services and things like that. Or even free international shipping. Most of those things can start to be expensive, when you start to take a look at the number of orders you’re getting, and how it’s really eating into your margins.
What I would suggest doing is trying to find certain points during the year, that perhaps a larger retail chain of stores aren’t necessarily doing these promotional activities, and finding ways of tapping into your customer. So, for example, we all know the big guys do things around Labor Day, President’s Day, and other types of big holidays. But what if you as a small business, initiated your own holiday, and your own opportunity to do these little perks? You know, this will absolutely set you apart from your competition, and also provide you with a different way of communicating to your customer on those days, when they’re not necessarily bombarded by larger retailers.
So, hopefully, the Sears program goes well, and they find that customers are responding well to that technology. But think critically as a business owner, and as a small brand. How can you communicate more effectively to your customer, and what are the things that you can offer from a technology standpoint – whether it’s an app, whether it’s free shipping via the app. How are you starting to drive people to purchase through you, in more innovative ways? All right, I hope you have a great weekend, and I’ll talk to you soon. Thanks. Bye.
Small businesses have many options to choose from when looking at technologies for your fashion business. Today we discuss FlixStock (www.FlixStock.com) and Celery (www.trycelery.com). As this is a hot topic we will be discussing many options over the next few episodes of the Retail Roundup.
Hi, and welcome to Scaling Retail. This is Syama Meagher. This week I’d like to chat with you about fashion retail technologies. So you’ve heard a lot about eCommerce start-ups, dozens of businesses that are launching on eCommerce. But did you know that there are tons of businesses out there that are there to help make you do your job better, easier, and faster? A couple of these companies might surprise you, but you’ll find, and through doing a lot of due diligence and research, that ultimately you’ll be able to save money and hopefully keep your eye on the bottom line, which is sales.
First company I’d like to chat with you about is called FlixStock. Now, FlixStock is pretty innovative and kind of something you might have already thought about once upon a time when trying to get products up on your website. As we all know, to have a really efficient eCommerce presence and to be able to pull together LookBooks and other types of marketing collateral we need to have images that are easy and ready to go.
Lifestyle images, images to scale, and how do we find the time and the resources to pull together a photo shoot, hair and make-up, and the like. Well, FlixStock has come along and made the process a little bit easier. Through them you are able to send them your still images front and back and the side angles and they will go ahead and scale those images to you to the size that you need showing scale. So, of course, if you’re selling a handbag you want to be able to show the handbag to the scale of let’s say a lipstick or something where your customer really gets an idea of how big the product is.
In addition, they’ll be able to take your products and help you get those on models. So what does that mean? You get to choose from hundreds of different types of models as well as lifestyle shots and they’re going to go ahead and superimpose your images of product onto those models. They do it through seamless technology and they do it in a way that actually helps you get your product faster and it’s so much easier than going through tons of different graphic designers and trying to find the right editors. We’ve all seen some different flub-ups when it comes to Ann Taylor and some of the other brands who unfortunately done a terrible job at editing and Photoshopping, but through them you actually won’t have to worry about doing those things on your own.
Now the other company I’d like to chat with you about is called Celery. Celery’s pretty new. I recently just found out about them, but what I thought was so cool is that what they’re doing is allowing designers and brands to pre-sell their items in a very easy, easy way. So what does that mean for you? Well, if you’re working on a new collection and you’ve secured manufacturing, but you want to get an idea of the markets and if the products going to go, you go ahead and sign up through them and you can put your product on there, put the copy and start testing.
This is extremely valuable for you because, of course, you want to get an idea of what customers want. How can you refine your assortment and edit that process before you take it to buyers and before you start approaching boutiques? Of course, there are tons of other fashion retail brands out there and lots of retail tech companies. Unfortunately, we don’t have enough time this week to chat about more of them. However, if you have any questions or want to talk more please feel free to email me, Syama@ScalingRetail.com. And I look forward to seeing you next week. Have a great weekend.
With the launch of the Amazon Kindle POS system its a great opportunity to talk about new technologies in the POS (Point of Sale) space for small businesses. How do small retailers & brands choose the right system? Watch on.
Hi, this is Syama Meagher from Scaling Retail. I’d like to welcome you to this week’s retail roundup. This week we’re going to discuss the new Kindle POS system that Amazon is launching.
You know, if you’re familiar with POS systems, and you’re a vendor or small retailer, chances are you’ve spent quite some time agonizing over which systems to use. Potentially, you’re working off of an iPad, or maybe you’re working off your iPhone and using such applications as Square, or even Paypal. With so much recent technology being introduced into the market of POS for a small business, it often times leaves someone thinking, “Where should I start? Where should I go? What’s going to be the best use of inventory management for me, and how can I best take advantage of all these new products in the marketplace?”
Well, of course you’re going to take a look and see all the return on investments, not only how much you’re going to spend for initial setup, because obviously you have to buy the technology, but also looking at your continuing operating costs. How much is it going to cost you to manage that inventory and manage that type of system month after month.
Now, with all the recent additions, I’d have to say that one of the ones I’m the most excited about has to be the POS systems that integrate online and offline. Imagine being able to have your brick and mortar store, as well as being to have your online inventory for your ecommerce business, and being able to work on both of those in terms of being able to build up their sales strategies, but having those inventory be pulling from the same place. Because, of course, if you’re a small business, chances are you don’t get all the luxury to be able to allocate a certain amount of merchandise particularly for ecommerce, and then another amount of merchandise particularly for brick and mortar.
Now, how does this work if you’re a vendor? Well, if you’re a brand, hopefully you’re taking advantage of all the new ways that you can access your customer. Meaning, with the integration of having a POS system that you can work with online and offline, you can manage your inventory and take advantage of things, like pop up shops, trade shows in terms of immediate selling, as well as taking a look at things, such as trunk shows and other types of events.
So, it’s important to think about your long-term strategy and having introduction of this Kindle POS system definitely begs us to think about how cheap are these types of things going to be. Obviously, when you have so many products to market, things start to get a little more competitive, so as a small business, you’re definitely in the advantageous position here. A lot of brands and companies are going to be vying for our business, and it’s really up to us and you to be critical in terms of where you spend your dollars. Hopefully, you’ve found a good POS system, and if you haven’t, definitely take a look at some of the ones that I’ve mentioned. Have a wonderful weekend.
Walmart just announced the investment of $10M into an innovation fund geared to Made in USA manufacturing and production. How can small businesses take advantage? Watch in this week’s Retail Roundup.
Hi. Welcome to the Retail Roundup. This is Syama Meagher from Scaling Retail. This week I’d like to chat with you about Walmart. Walmart recently announced that they’d be investing $10 million into a fund to help with the resurgence of domestic production here in the United States.
Just last year they listed that they were going to spend over $50 billion buying products, and scaling them from the United States into all of their marketplaces. This is a fantastic thing that we’re hearing. Mostly because in the last few years you might have heard, as a small business, that made in the U.S.A., made in New York, made in Los Angeles, all of these are becoming really hot button issues, in terms of how do we start to redevelop the economy here?
How do we use that from a branding standpoint, and how do we communicate that with our customers in a way that’s meaningful? Even if you are someone who doesn’t necessarily believe in shopping at a Walmart or necessarily their business practices, and you’re a small business, the ways that you can really take advantage of what they’re positioning to do is to look into your manufacturing options.
Look into the companies that you’re currently doing business with, and encourage them to apply for this type of funding. Ultimately, the more funding that we’re able to get and the more money that we can get back into domestic production, the lower your costs are going to be to be able to produce here domestically.
Recently, we’ve been hearing a lot about how expensive it is to produce in China. Of course, in terms of not only their poor practices with factories and manufacturing, but of course when ports are closed, now that China is moving a lot of their production offshore… So Africa is becoming a new place for production for China. It’s really hard as a small brand to figure out, “Where should I produce? What’s going to be the most economical, and how can I use that not only financially, but from a branding standpoint?”
Well, initiatives like this Walmart $10 million innovation fund for domestic production are great for you. Primarily if you have, again, factories and brands who you believe in who are currently looking to scale up their operations, especially if they’re looking to maybe hire new staff and find new ways of bringing manufacturing back home. So definitely suggest to your fellow manufacturing counterpart to take a look at something like this.
Now, from a branding standpoint, of course, you’re starting to see “Made in the U.S.A.” tagged all over. I would foresee that in the next six to 18 months you’re going to see more solidified logos and ways of trademarking this. Keep your eyes out for it. The consumer is becoming more educated. They’re starting to look for these things in terms of where it’s been produced, manufactured, and designed. You’re going to start to see some more funding and resources available here domestically to get that done.
All right, hope you have a great weekend. Talk to you soon. Bye.
This week we look at Warby Parker and their offline marketing strategies. We discuss ways in which small businesses can implement similar strategies.Audio Only:
Hi and welcome to the Retail Roundup. This is Syama from Scaling Retail.
This week I would like to talk to you about a recent interview given by the CEO, Warby Parker at the NRF’s retail big show. In this interview, it was really fantastic. He was illustrating the different offline opportunities
that they were able to capture last year.
One of them being a mobile salon of eye glasses that they were able to have their customers try on new products and take photos in them and ultimately
build some social campaign and awareness around that. The important element to realize here is all marketing efforts kind of come with a return on investment, if you will.
So when you’re a small business and you’re looking to really get the word out there what you are selling, take a look at all the different channels of opportunities for you to access your customer. If you are e-commerce
only look for other touch points outside of the online world that your customer can be found.
Last year the mobile platform that Warby Parker launched was stationed here in Los Angeles, in Venice. I had an opportunity to give it a check out, try on some glasses, and ultimately what they are able to get from me was my email address. And also a bounce back to their site and this is extremely valuable when you are looking to build your customer acquisition process. How can you make it engaging, fun, and really will have your customers walk away with a really good experience and also this word of mouth that is so, so important.
Of course, following up all types of marketing, innovation, pushing things out to your social media channels, and ultimately being able to take the conversation full circle is really important. Now when you are doing these different channels, looking at your return on investment, and projecting that out can be somewhat challenging. How do you know how much money you need to invest? How do you know what channels are actually worth it?
Well, that can really come through some careful execution and starting to look at best practices across other channels. What we can see and do now is that there is a rising trend of all of these fashion trucks, of course, food trucks but really mobile ways of getting to your customer. So definitely take a look at these different platforms. Find out if there is a way for you to team up some other brands, other retailers, or other designers to collectively get your products shown in different market places.
You will find that it attracts a whole new customer base, you can share your costs in that way and hopefully you will be able get some more customers that are bouncing back to your site. Always make sure there is a call to action and all of your online and offline marketing channels and that your customers know how to find you. Perhaps there is an incentive at 20% discount or something else that you can offer to them to really get them back into your funnel.
Remember if an event sounds like a great idea, all these different types of pop-ups seem like a great idea but without having a great execution and strategy in mind of what you need to get out of it, you might be just wasting your dollars. So please evaluate all the opportunities that you have before going ahead and making a decision to go for it. Alright. Hope you have a great weekend. Talk to you soon. Bye.
This week we look at Big Data. How can small businesses look at data in meaningful ways? We offer a both a customer centric and sales analytics approach.
Hi, welcome to the Retail Roundup. This is Syama from Scaling Retail. This week we take a look at data. Big data, small data, and how, in fact, that
can be useful to your business. Now we all know big retailers use brands like Business Intelligence Software, SAP, all different ways of analyzing
their business. But how do small businesses actually take advantage of being able to operate by looking at sales and metrics and forecasting in
the same way that a large business does?
You know, recently Accenture came out with a report stating that 63 percent of their customers that they analyzed from one study done by Globis, which is a huge international retailer. They have 37 different locations. Huge in terms of numbers of SKU’s and product assortment And they found out that, in fact, customers are more likely to purchase when you can suggest an item, when there’s some sort of customer history database, and 53 percent of the customers were interested in some type of loyalty program or discounting that’s catered specifically to them shopping with you.
Now as a small business, it’s really complicated. You know, how do you keep track of all your customers? How can you take a look at your sales reporting and analytics? And it’s really important that even though you maybe you’re managing your business on a day to day basis, that you actually sit back and take a look at all your reports on a weekly level as well as monthly level and a seasonal basis. This will provide you with a lot of trends and insight that you might not normally have when just engaging with your customers day-to-day.
You know, one example in the study, the author was talking about doing a study on the Grand Bazaar and Istanbul and how the rug merchants are, in fact, employing different types of big data techniques to really help influence their purchasing and how they’re catering to their customer. So,
some things I would think about are, you know, how are you engaging with your customer, what types of questions can you ask them before you make your next buy? So, perhaps there is a really nice combination here between looking at your data analytics as well as having insightful customer engagement, so that you can really find the best assortment to cater to your customer season after season.
Through analyzing your customers and through keeping small databases, and perhaps using something like a ShopKeep POS or some other type of CRM
software or even a simple Excel Spreadsheet, you will be able to see trends within your businesses as well as hopefully find that your customers start to see the assortment more reflective of what they want. Because obviously your job is to become a number one expert in your customer. All right, have a great day. Bye.