In the busy world of fashion, sometimes it can be really hard for brands to stand out. As we’ve seen in some other of our articles on our blog, what people say about your brand is the most important form of marketing. This is why we always advise entrepreneurs to begin their ventures by developing a PR office which can help you manage the relationship with the public. If you’re interested in this topic we discuss this in more detail in this article.
The growing relevance of word of mouth marketing is echoed by many types of research which show how – on average – as many as 50% of our decisions are based upon recommendations.
Word of mouth marketing is an essential tool to build your brand’s reputation and is a very important dimension of your brand strategy. At the same time, it’s not easy to understand what can a fashion brand do to manage their reputation and word-of-mouth rumours. In this post, we’re going to discuss this topic in-depth to explain how word of mouth marketing works and what can your fashion brand do to enhance its social currency.
The overlap between word-of-mouth marketing, social influencers and consumer behaviour is a complex maze to navigate, so we’ve decided to divide our article in a few sections to help you find exactly the information you’re looking for.
As a starting point, it can be useful to identify the different areas of impact of consumer behaviour. Consumers, in fact, can be influenced in their shopping behaviours on the grounds of 4 distinct areas:
Let’s now look into more detail into Word of Mouth marketing and how it works.
We could start by identifying this form of communication as a C2C, or customer to customer influence. In this case, we can see how certain customers become influencers as they take on one of three roles:
Now that we’ve given some context it’s also important to provide a few disclaimers. As we discuss influencers and word-of-mouth marketing we need to remember that there are always a few intangibles that can impact the reach and effectiveness of word-of-mouth marketing.
Now that we’ve demystified the subject, we can move on to a much more practical analysis, or in other words, how can brands stimulate these rumours, and get spoken about, hopefully in the best way possible. In the next section, we’re going to talk about how brands can stimulate word-of-mouth marketing.
Word of mouth can be an important area of marketing and communication for your fashion brand. In order to understand how to invest more time and energy on building your brand’s reputation through word-of-mouth communication, it’s important to remember a simple rule.
Word of mouth communication is generated by any business action that earns a consumer recommendation. But what could be these actions more specifically? Here’s a list that can help out focusing on what matters the most.
Great, now that we’ve got that covered let’s move on to see what are the 7 elements that make a word-of-mouth influencer successful.
So now that we discussed what can your fashion brand do to impact its reputation both online and offline, let’s see what are some of the key features that influencers should have in order to impact their audience’s shopping preferences.
Alright, so that’s it. It’s now time to move on to conclusions in order to summarise the most relevant points of our article.
The relevance of word-of-mouth marketing cannot be understated. As more than half of our purchases are recommendation-based, it’s clear how a good reputation is a key to lasting success. In this post, we provided an extensive account of the impact that word-of-mouth has on a fashion brand’s reputation, and to this end, we’ve addressed the following points:
We hope this post was helpful, don’t hesitate to search more into our blog, for additional content on fashion marketing!
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