Marketing Fashion Brands to the The Instant Generation
Gone are the days of waiting for a catalog and thumbing through it casually. Today and tomorrow are the days of instant consumption. From brands like Instacart who allow purchases to be delivered within hours; to Snapchat which allows for people to share messages and then they “disappear” instantly.
It’s become a consumer world where things are not just desired instantly, but expected instantly. It’s a user behavior that impacts brand marketing from content strategy to content distribution to purchase behavior. Let’s break down what that means and how fashion brands can be on top of your game.
Content Strategy: consumers want their content in easy, consumable formats.
- Short, visually-aesthetic content. The quality of the picture can grab a user’s attention more than any title will.
- Think buzzfeed type lists, 10 – 30 second videos, and photo slideshows. Content that can be consumed within minutes is more likely to have less bounce rates.
- Blogs posts with headlines that demonstrate the main points with a couple glances. When people are in a rush, give them the gist. They’ll dig in if they are interested in reading more.
Content Distribution: consumers want their content on the go, and within seconds.
- Content should be formatted for any device – computer, tablet, mobile, and nowadays even a smart TV.
- It should be within the channels they prefer to frequent (not only where the brand wants to be). For example, if your consumer is planning their wedding – they are searching on Pinterest. While someone who is in a discovery mode, may be perusing tumblr as they stroll.
- Ensure load time is quick. Your website needs to be able to load before they get distracted by the next puppy walking down the street.
Purchase Behavior: consumers want to be able to purchase from anywhere, at anytime.
- It goes without saying that your site should be developed to be device-agnostic. It’s not just mobile first – it’s however the consumer will see it, it needs to be a good experience.
- Some brands have gone beyond the mobile website and developed apps for purchases. Take Nordstrom for example – consumers can go on their site, but their app allows for easier viewing and filtering of products due to its formatting. This is not to say every brand needs an app; the main point is your customers want an easy experience to purchase at their fingertips.
- Determine your largest sites for referral traffic. As a consumer brand it may likely be Pinterest or Instagram. If so, use those social channels to allow for purchasing too. Leave the purchase link in the bio for Instagram. For Pinterest, ensure that the referral link goes directly to the purchase link. Quick easy ways to allow consumers to purchase without having to pay for sponsored opportunities within those social channels.
And in the end, remember to ask yourself one thing. As a consumer, is your brand’s experience what you would hope for?