Preparing to launch a fashion business can be both exciting and exhausting at the same time. Building anticipation in your audience before your launch can, however, take some of the stress of trying to get new clients for your business after your launch. This way, you start your business with excited customers already.
Since you don’t have a product out yet, it can be tricky to build creatively build excitement in your target audience, but don’t worry, we’re here to help you. Here are 6 days to build anticipation for your new fashion business.
Read Also: Thinking Of Starting A Fashion Brand in 2021? Here’s What To Do
How to Build Anticipation for Your New Fashion Business
1. Highlight How Your Products will Change Their Lives
Before deciding to launch your fashion brand, you must first know your target audience. To create anticipation in this group of people you have chosen to serve, highlight how your products will change their lives. Let them know what makes your brand innovative.
Don’t just tell them that you are a womenswear or menswear brand, but tell them what makes you different from other similar brands. In your preliminary advertising, make sure that your communication clearly states how you plan to change the status quo. In doing this, you can pick a pain point of your target audience and push your brand forward as the change-bringer.
2. Share Teasers of Your Products
Sometimes, the best way to build anticipation for your brand is to keep your audience in suspense. In the months leading up to your brand launch, don’t give away too much information about your product offerings. Alternatively, don’t be too secretive. Give them enough information to make them curious about your products.
You can share short videos of your products without giving off too much information or even share part photos of your products. While doing this, input a bit of your brand story and journey into your content. Also share stories of you and your team in the design process, choosing materials, and things that happened behind the scenes. Share stories of your ups and downs and even funny and unexpected things that happened on the journey.
Doing these help your target audience form an emotional attachment with your brand. They feel like they are part of your brand journey and anticipate its launch.
3. Ask for Their Input
Another way to make your potential customers feel like a part of your team is to ask for their input along the way. This can be as simple as putting out a poll for which colour to make a piece of clothing, shoe or bag in. You can also run a contest to name one of your products. Instagram Stories are a great tool for this.
You can also ask for their input for more difficult decisions. This could include decisions on which vendors to patrons, what fabrics to use, what designs to make, and so on. As they give their opinions, they will begin to feel more and more like part of your family.
4. Run a Pre-Sale
Taking pre-orders for your products before your brand launch has many benefits in addition to building anticipation in your potential customers. Although running a pre-sale requires plenty of effort, the benefits far outweigh the stress involved in it.
With it, you can measure the demand for your products before your brand launches. Based on the orders you get for your different product offerings, you can gauge which appeal to your customers more. With it, you can also test your marketing and marketing channels. As you try different channels and messages, you get to see which get the most response. Price testing can also be done here.
Additionally, a pre-sale helps you know what questions your customers will ask before purchasing your products. This way, you can prepare to answer them once your fashion brand launches. And as excited customers get your products, they’ll help your build word-of-mouth referrals as they wear your designs and tell their family and friends about you.
Also, a pre-sale helps you test your logistics and how well-received your packaging is. You will also get lots of feedback from your customers with pre-sales. Based on their feedback and your findings, you will see what to improve on before your brand launches officially.
5. Use Influencer Marketing
Influencer marketing, when done well, can build plenty of anticipation in your target audience before your launch. With influencer marketing, your fashion startup can hit the ground running immediately after you launch. Doing it, however, requires a lot of pre-launch relationship building and preparation.
In doing this, you must look out for influencers that have a following that is largely made up of your target market. They can be big influencers or micro-influencers even. With influencer marketing, you can send product samples out to influencers before you launch so they can be ready to post and share your designs once you finally do. Just make sure they understand your brand message and share similar values as you. This way, they can craft their content to suit your fashion brand.
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6. Hold contests with Giveaways
Another great way to build customer anticipation is to hold contests with potential customers. This will help you build a rapport with your target audience. Whatever contest you do has to have a defined goal for it to help your brand. So, the type you settle on has to match the goal.
You can do contests to raise awareness, generate more leads, or express your brand story. By understanding the end goal of your contest, you can draw up a clear and effective strategy. Also, ensure that the giveaways are unique and they endear your audience to your brand,
Launching a fashion brand can be stressful but by taking the right steps, you can take your brand to new heights right from the beginning. As you build anticipation up in your audience before the launch of your fashion brand, pay attention to your product offerings so they don’t fall below expectation.
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