Fashion trends come and go — and more fashion retailers should take advantage of them. Most companies spend hundreds of thousands of dollars on their business each year, often using the same strategy over and over again. The truth is that, without experimentation, these businesses are losing out on a plethora of opportunities that come from innovation. This is one of the many things that fashion retailers can learn from H&M.
Factors that determine the success of an online fashion store
Buying fashion online is a different experience than buying from a mall or department store. Considering this, online business owners need to be able to attract, engage, and satisfy potential consumers who might be more comfortable buying offline.
H&M builds trust with customers
Online shopping is quick and easy, but many retailers find it difficult to create trust among potential customers. It can be difficult to discern fabric quality, color, texture of the clothing you’re buying — especially when compared to trying clothes on when you shop in person. H&M is able to build trust online, which is one of the reasons why they remain successful.
Background
H&M’s first store opened in Sweden in 1947, and today there are over 4,000 stores in 62 different markets including Africa, Asia, the Middle East, North and South America, and Europe.
H&M offers basics for men, women, and teenagers. However, they’re also known for offering “fast fashion” clothing collections from popular names including fashion designer Karl Lagerfeld, pop star Madonna, Italian designer Robert Cavalli, and Japanese Vogue editor Anna Dello Russo. Here’s what fashion retailers can learn from H&M:
Leveraging influencers and fashion shows
Buying clothing online requires that customers both trust and accept your eCommerce brand. A good example is this H&M Image gallery, which showcases H&M’s collection through events and fashion shows that are picked by key influencers in the fashion world.
Connecting your brand and products with local fashion shows and events can make your brand stand out to consumers who already shop for clothing online. You can also collaborate with local fashion brands that are known throughout your community to get a boost, too.
Leveraging great content marketing strategy
Using social media to promote your brand and products helps build your audience. However, the way you market your products and styles determines your customer base. H&M Magazine is a good example of content marketing that keeps customers updated with fashion, beauty, and cultural tips and trends.
A good content marketing strategy will intrigue your audience and make consumers spend more time on your site. It allows them to stay informed about your brand and products, and ultimately pushes them to spend more time and money on your eCommerce site.
Having an international presence
Marketing is essential for creating your audience. So, how can you generate excitement about your brand?
H&M Stores allows customers to gain access to deals and announcements from all over the world. For example, H&M India’s site just announced the grand opening of their Mumbai store and promoted steep discounts for early shoppers. Specials and press like this encourages fashion-forward shoppers to take notice of your store.
Selling across multiple online channels increases your sales; however, creating a buzz about your brand can enhance your visibility among potential audiences — both domestically and internationally.
Guiding your customers
With so many options available, online shopping can be overwhelming for many people. Giving your customers the opportunity to learn about your products can be a great way to increase site traffic and generate brand awareness.
H&M Editor’s Picks gives consumers the chance to learn about a mix of relevant product combinations. It also helps guide them to make informed decisions when shopping online.
Having a dedicated magazine or “editor’s pick” selection not only educates your customers, it gives them a chance to see products they might not have considered before. These guides are a great way to boost sales and make a name for your eCommerce brand.
Making customers feel secure
Consumers who shop online want to feel secure about their purchases. Giving your customers information about your brand’s reliability can help eliminate any second thoughts, and have them feeling good about buying clothing from your store.
H&M customer service also ensures consumers feel secure by answering any and all pre-purchasing questions. These include details about returns, payment, size-guides, contact information, product, and fabric quality.
Having a knowledge base like an FAQ goes a long way in making customers feel safe, secure, and confident when purchasing from your site.
Partnering for good causes
In addition to clothing, H&M also participates in campaigns that add value by aligning with causes that people care about.
For example, H&M partners with the WWF (World Wide Fund for Nature) to be a leading water steward in the industry, does good work for animal protection, and makes cotton from more sustainable sources. All of these campaigns endear H&M to its customer base and help inspire brand loyalty. It also has the chance to expose your brand to audiences who might not have heard of you.
The importance of inventory and order management software
As you can see, there are many ways to look at H&M as a source of inspiration. As you implement these tactics, it’s important to measure where you are now, and what changes happen as a result of your efforts. That’s where having the ability to track your customer’s shopping behavior becomes extremely important. If you know your brand and audience, it’s just a matter of time before you match the correct audience with the correct products. Get a demo of Cin7’s inventory and order management software today.
