5 tips to stand out in the saturated fashion industry

Everyday, the fashion industry just keeps getting more and more crowded. As a fashion retailer, how do you thrive in a competitive market?  

Fashion is a fast-growing industry. Everyday a new fashion designer or fashion retailer gets into the fashion industry, and new trends are introduced every four to six months. In such a booming industry, brands can sometimes struggle to stand out and get noticed, especially if they’re just starting out.

Competing in a saturated market may not be the easiest task, but there is a lot you can to compete, stand out and even thrive, even as a new player. With the unexpected impacts of COVID-19 and the rise of mobile usage, eCommerce has emerged as one of the main selling channels for fashion. This means plenty of new opportunities as well as challenges for fashion brands. 

We dive into some ways to stand out in a saturated market to get your business noticed by potential customers:

1. Find your niche

People have to know you for one thing. Do you specialised in accessories, festive clothing for children, comfortable footwear, or trendy handbags? If you want to attract new customers, finding a niche is key. When you focus on one thing, it will make it easier for your customers to associate you with that one particular thing and begin to see you as an authority in that area. Finding your niche and focusing on it is the first step to tackle before you go on with trying to stand out. 

2. Have a great quality product

It goes without saying, but if your product is good enough, then it will always have a chance at standing out. Marketing can only do so much for a product that’s not of great quality or value. Focus on developing a great product that will fill a gap or need in the market, and it will naturally find its own place in the fashion world.

3. Add more value

Look for ways you can add more values to the products and services you sell to attract clients, which will give people more of a reason to buy from you. A way of adding value could be giving freebies, teaching people how to style via online tutorials, or offering free consultation sessions. Or it could even be something as small as sending a personalized note or an extra item as a gift to your customers along with every order you send out to thank them for shopping with you. Your customers will appreciate the thoughtfulness and be more inclined to shop from you again in the future.

4. Have a consistent brand image and story

When you’re in a saturated niche, your branding and story become even more important. Even if your product is one of many similar products out there, your brand will stand out when others can relate to your story in a personal way. Having a consistent brand image is
crucial to tell consumers that you are different from competitors. You can also
use your brand story to communicate to your audience why they should shop from
you rather than others. If you have any personal motivation or particular
mission behind your brand, share it with your customers. It can enhance your
relationship with customers and strengthen your brand image.

5. Show off your reviews

Reviews will always influence potential buyer’s decisions, especially in the fashion industry. One way to stand out is simply by showing off your reviews. Happy and satisfied  customers lead to more happy and satisfied customers. Just remember not to single out the positive and leave out the negative. Just because a customer is unhappy about a particular fit, doesn’t mean it won’t suit another customer. The key here is to provide timely explanations to the negative reviews, and offer to help find something else that would work. The goal is to help your customers make more informed decisions and have a positive shopping experience.

Running a successful fashion eCommerce businesses certainly requires a lot of effort and an insightful mind. But with passion, the right approach and careful planning, you’ll be able to provide something unique and carve out a name for yourself. We hope this guide helps
you to find your own way to stand out in the crowd, and set your fashion brand
up for success!

Join Lazada’s latest fashion Gayamu, Caramu campaign and stand a chance to win cash prizes total worth up to RM60,000, Sponsored Discovery Ads credit total worth up to RM3,000 and more!

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How to start your fashion brand

Always dreamed of your own clothing line business? Online clothing stores have grown
rapidly over the last decade, creating plenty of opportunities for those wanting to start their own fashion brand.

Anyone can sell anything online these days, thanks to eCommerce and online marketing. And if fashion is your thing, it might just be the time to start turning your dreams into reality – a clothing brand that’s beloved nationwide.

Starting a fashion brand or your own clothing line is certainly not going to be a walk in the park, but it is also not impossible, especially with the amount of resources at our fingertips
today. But apart from passion and having a keen eye for fashion design, having
a successful fashion business is also about entrepreneurship. Having a proper
business plan, understanding people management and going at a sustainable pace
will help you to embark on your clothing business journey.

Here are some tips on how to start your own fashion brand to get you started on your way:

Decide on your niche. In the noisy world of fashion, consider filling a gap in the marketplace or think about a niche in the market that isn’t currently being filled. Is it a clothing line for children with tactile issues? Is it a loungewear that can easily be dressed up for a formal occasion? Or perhaps you have a unique design in mind for a specific customer group. Whatever your inspiration is for starting a fashion line, know your niche and always bear it in mind. It will help guide your journey even as you branch out as time goes on.

Develop a business plan. Before you embark on this journey, ask yourself, what is my ultimate goal for this product? What does my brand stand for? Who are my customers? Starting a clothing line requires many of the same considerations as starting any business. Identify your goal and keep it foremost in your mind as you build your brand. Take the time to do the research, identify the types of products that will resonate with your audience and create your budget, before building the product

Identify your target audience. This step goes hand-in-hand with the step above. While developing your brand, you need to know the target market of consumers for the clothes you want to sell. Consider the pros and cons of targeting certain demographics. For instance, young people may be more receptive to online and influencer marketing, but they also may have limited funds. Middle-aged customers may be able to afford a higher price point, but they may be less concerned with style and less keen on trying on a new brand. 

Design and develop your line. For any clothing business, one of the most exciting parts is product development. This is your chance to creatively shine! The first collection you release to the market will be your calling card going forward, so make sure it is something you are happy and proud to identify as your own. At the same time, be practical. If you’re just starting out, whatever you’re designing will have to be produced in a cost-effective manner. It also pays to learn the latest industry standards, access resources and equipment, make contacts, and get feedback from pros in the industry.

Start manufacturing. It’s time to take your product to the manufacturers. Whether you are handmaking your own clothes, have your own commercial production facility or have outsourced the work, there is no doubt that having a manufacturing partner will let you free up time for other aspects of the business and design. How you choose to tackle production and choose a manufacturing partner comes down to a few points – are you concerned with ethical manufacturing or lowest cost? Is ‘made locally’ important to you? Do you plan to scale? How hands-on do you want to be in production? By answering these questions, you’ll be able to source the person or team you want to work with to make your designs a reality.

Begin the marketing process. Your new business needs brand awareness. Social media platforms like Instagram, TikTok and Facebook has become a popular platform for this, and many Instagram influencers are happy to promote new fashion brands in exchange for products. You can also take a small batch of your products to a community marketplace, or use online platforms like Facebook Marketplace, and test your products. Use this opportunity to ask your customers for their feedback, and anything else they’re looking for, which you
can use to refine your line before its official launch.

Launch your product. When you’re ready to order your first full product run, it’s time to get serious about selling your product. Take the time to consider how you’ll price your products, package your products, market your brand, or perhaps utilize any deals or promotions such as Lazada’s marketing campaigns. You could also loop in potential business partners and
co-investors who can provide some capital in exchange for a cut of future proceeds especially if you’re just starting out.

Will you join the boom in eCommerce fashion? To take your dream from a business idea and make it in the frenzied world of fashion can be an all-consuming process, but it comes with great satisfaction. Lazada can help you on your journey towards creating a successful
clothing brand today!

Join Lazada’s latest fashion Gayamu, Caramu campaign and stand a chance to win cash prizes total worth up to RM60,000, Sponsored Discovery Ads credit total worth up to RM3,000 and more!

Interested to be your own boss? Sign up as a Lazada seller today.

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Major trends – Future fashion

What are some trends that will shape the future of fashion? From sustainability to
digitization, we explore some of the most important fashion developments.

Trends in fashion come and go every six months, but some trends can change the future of fashion for good. Consumer demand for digital experiences and sustainability has been two key topics in fashion for quite some time now, driving new trends and creating new growth
opportunities for those in the industry.

Well-fashion
Even before the pandemic, textile manufacturers and brands have been experimenting with health-promoting properties of clothing – clothes that add a little something extra in their fabric or structure in an effort to improve wellness. This includes things like textiles that offer sun protection, or integrated nanocapsules that care for the skin and improve regeneration. The pandemic has also focused attention on antiviral properties of textiles as well as draw attention on how much more pleasant it is to be able to dress comfortably. With many people working from home, athleisure, comfortable loungewear and clothing that works for sleeping and living looks set to stay. Even after the pandemic, clothing will likely stay simple with comfort taking fashionable precedence. 

Data-Driven
With the abundance of data now available to us, fashion brands are able to utilize data to understand customer preferences, monitor their shopping behavior and create products that meet their needs. The future of fashion is data-driven – by leveraging data on consumer trends, brands can be more informed, proactive and create pieces consumers are most likely to purchase. Many brands are also using data to predict the rise and fall of trends. Predictive analytics consider everything from color preferences to seasons and upcoming trends, helping brands run more efficiently, giving them room to innovate as well as balance supply and demand. 

Sustainability and Second-hand fashion
Fashion has long been one of the biggest contributors to waste and climate change. But the tide is changing, resulting in the second-hand market enjoying a steady growth. These days, it is not enough to position yourself as a sustainable brand just by using organic materials. Consumers are concerned about the carbon footprint of products and achieving climate neutrality. In the near future, more and more brands are considering not just using sustainably produced raw materials, but also those that have been produced in a climate-positive way. With the move towards sustainability, more retailers are also turning to alternative consumption models instead of manufacturing new products, and more consumers are shopping for pre-owned items.

Social shopping
Today, millions of consumers explore social platforms in search of inspiration, trends, support and guidance, analyzing the outfits of influencers on Instagram and TikTok, and sending snaps through Snapchat asking for advice. This is the power of social commerce, and it is set to revolutionize the way we shop. Social shopping offers a sense of community and connection, and affords people the opportunity to participate in the economy whether as consumers, creators, sellers or influencers. This will continue to impact every brand and retailer in a huge way.

Diversity and inclusivity
Many fashion industries have faced increased pressure from consumers to step up their practices and rethink its approach to diversity, equity and inclusion. Major fashion magazines and brands are beginning to take steps to support diversity through their selection of models as well as the talent they showcase, when choosing the models they feature in their publications and campaigns. Fashion retailers should also take steps to support brands owned by people of color so that diversity within ownership and product is helped to flourish. In the years ahead, improving diversity and inclusivity will be less about growing profits and more about sustaining them.

Personalized retail
Consumers now expect retailers to accommodate their preferences, with brands turning to technology to reshape their customer experience. Through body scanning technologies or personal avatars, clothing fit will more closely reflect “real” bodies in the future, following the growing demand for personalized retail experiences. Clothing lines will be increasingly developed for precisely defined target groups and marketed in an equally targeted manner. Leading retailers can also expect online clothing shopping experience where customers can seek styling advice and recommendations through voice features created by brands.

Live shopping events
Live-streamed online sales are now finding more and more followers, preferably among younger generations. Blending entertainment with instant purchasing, live shopping is seen by many as the future of online retailing because it has the character of an event and enables a direct, human encounter between retailer and consumer. Live shopping can help brands and retailers accelerate conversation as well as improve brand appeal and differentiation. 

The future of fashion will focus on customers and providing an innovative experience. From digital retail experiences that make every customer feel valued and included to innovation
that influences the customer journey, the industry is continually evolving. However, there is no doubt that changes in the future will create a more sustainable, customer-centric and efficient fashion industry.

Join Lazada’s latest fashion Gayamu, Caramu campaign and stand a chance to win cash prizes total worth up to RM60,000, Sponsored Discovery Ads credit total worth up to RM3,000 and more!

Interested to be your own boss? Sign up as a Lazada seller today.

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Understanding men’s fashion

There is a lot of potential to tap into men’s fashion in the online space.

While most fashion retailers seem to bring brands and exclusive offering to woo their women clientele customers, there is a lot of potential out there for menswear brands, especially in eCommerce, to also increase their reach. Fashion tend to be synonymous with women, but more and more men are becoming increasingly interested in fashion and paying attention to how they dress and accessorize.

The way you dress is an outward expression of who you are. It forms the basis of your impression on other people and your perception of yourself. As menswear becomes ever more rich and varied, more experimental and trendy, it pays to have an understanding and to pay attention to men’s fashion if you’re in the fashion business

Despite the fact that trends come and go, the fundamentals of menswear have been largely unchanged. However, the last few seasons have seen a huge wave of sporty looks. Increasingly, the lines between casual and formal attire is also blurring, especially in the aftermath of the pandemic.

The growth-rate of menswear in eCommerce has seen a tremendous increase over the last few years, reflecting a huge opportunity for those trying to grow their online menswear
sales and presence. Here are some considerations if you want to take advantage
of this growing market:

1. Know your men
A strong understanding of your consumer is vital for any successful e-commerce business. Create a persona of your ideal customer and the audience you are targeting. Men’s tailoring has often emphasized things like the natural ‘V’ shape of a man’s body with shoulder pads and cinched waist. Men also tend to be valued for their strength and physical tenacity, resulting in more practical garments like pants, often made of structured durable materials with earthy or neutral colours and more subdued embellishments.

2. The devil is in the details
Well-dressed men know how to pay attention to detail, so if that’s who you are targeting, you will need to pay attention to detail too. Men’s fashion is all about well-tailored clothing and building a wardrobe that transcends the seasons. Details like wrinkle-free fabric and statement-making accessories will help you to distinguish your wares while still remaining practical.

3. Study fashion
While you can find thousands of do’s and don’ts in fashion, knowing where certain styles began will allow your brand to form its own particular style. Even if a certain look has progressed throughout the years, understanding its roots will expand your knowledge of fashion as a whole. Even if you aren’t aiming to create your own fashion house one day, taking a basic course in design can help you better understand what makes a great outfit and how to better cater to your target customers. Learning basic color theory and the elements of design and other tricks of the trades may help you to add value to your fashion business in the long run.

4. Use social media to get personal
Social media is great for connecting and unearthing insights about your target audience. Use platforms like Instagram to see what your customers are wearing and what they’re excited about. Follow tags like #mensfashion to learn what is trendy and see what drives engagement. Apart from research, you can also use social media to nurture relationships with key influencers who can help to promote your brand. 

5. Prioritize Clothing Fit
Clothing that fits well can  keep your customers coming back or turn them away from your brand for good. This is especially important in eCommerce where customers don’t get to try on clothes in person. Make sure to give as accurate a measurement as possible on your website to make it easier for your customers to shop. A perfectly fitting outfit that flatters the body is a win for your shopper and also for your business.

7. Capitalize on visual trends
In eCommerce, the style and format of content is particularly important. Men’s fashion brands need to speak the same language as their consumers when it comes to the specifics of how they present their products with high-quality content that is memorable. For example, some brands prefer to showcase how full outfits, highlighting how items can work together, while others prefer to spotlight individual items. Having an understanding of your target audience will help you to better decide which way to go for your brand.

8. Create a remarkable experience
What might put the male consumer off buying fashion online? Take that into consideration and try your best to offer a solution to the problem your target group experiences. Use surveys, exit page insights sand social media to find out how your existing and potential customers are responding to their online experience in your store. Look into how they access your platforms and build a responsive e-commerce experience for all your visitors.

Menswear eCommerce calls for more than simply offering an appealing menswear product. Understanding the people you are targeting as well as having an understanding of Men’s Fashion is crucial for success in this space, and will help you to give your consumers the online shopping experience that will keep them coming back. 

Join Lazada’s latest fashion Gayamu, Caramu campaign and stand a chance to win cash prizes total worth up to RM60,000, Sponsored Discovery Ads credit total worth up to RM3,000 and more!

Interested to be your own boss? Sign up as a Lazada seller today.

Follow us on Facebook, Instagram, TikTok, and subscribe to our YouTube channel for the latest ecommerce trends and seller hacks.

The holy grail of successful fashion selling

Getting your product assortment right can be a tricky aspect in the fashion business. Product assortment basically refers to a range of products or merchandise that a retailer or brand presents to its consumers. If you stock too much variety, you may lack focus and create confusion or present a fashion line that isn’t coherent. But if the product mix is too narrow there is a risk of losing customers to larger brands that cater to many different tastes or preferences.

So how can fashion retailers decide the right mix for their stores? Hitting the sweet spot can be difficult, but certainly not impossible. Having a good merchandise mix requires data, an understanding of your customer and trends as well as some foresight into what your customer wants.

Your fashion brand’s ideal product assortment, is made up of two key elements:

Product Breadth (or width) – which is the variety of different types of products in your store. Having a wide assortment allows retailers to appeal to bigger demographics, but can make it more difficult to appeal to more dedicated and loyal niche markets.

Product Depth (or length) – which is the number of variants/categories within a particular product line. Deep assortments can appeal to a smaller, more passionate customer base that spends more and returns regularly.

In considering the optimal product assortment, product breadth and depth plays an important role during the retail planning process. Retailers can expand or shrink these dimensions depending on demand and on the season, but the strategy should align with the business’s image and goals. Your product assortment can also give you insight as to
whether the brand is meeting financial and inventory target

Here are some ways you can optimize your product assortments:

1. Get clear on your store’s branding and purpose – Have a clear brand identity and recognize what your brand means to your target customers. Who are your customers? How do they perceive your store? A successful product assortment strategy will effectively communicate the stylistic scope offered by a fashion brand. When you’re clear with what your brand is and what it means to your customers, you’ll make better assortment choices. For example, if you cater to a diverse demographic and your customers that fall into different age groups, then you’re better off going wide with your assortment.

2. Analyze your inventory – Sales and inventory data contain valuable information that you can use in your product assortment strategy. If merchandise from a particular brand or line keeps selling out, you may consider expanding your range with more products from that line. Or if you find that shoppers are purchasing different colors or sizes of a particular product, you could take that as a sign to deepen your range and stock even more variants of that item. Through your inventory data you can also learn which products are frequently bought together or the frequency at which customers buy different products.

3. Observe patterns and online shopping behavior – Change is the only constant in retail. Consumers’ tastes in fashion change with the seasons and where they shop changes over the course of years. Where possible, look into your on-site search. Take note of what people are typing into your site’s search box. Are there brands, product types, or variants that keep showing up? Use that information to decide on what items to stock up on. Also account for holidays, events or festivals like Christmas or Chinese New Year which might drastically impact the style of clothes or fashion items your customers are looking for.

4. Pay attention to trends and staples – Certain trends, such as the move towards inclusive sizing or eco-fashion, can also influence your assortment at a given time, so pay attention to what’s happening in (and perhaps even outside) your market. Figuring out the right balance of trend-forward items and staples are key to a successful fashion business. 

5. Complementary products – Complementary products are products that work well together and help the customer reach their goal of creating a more complete outfit. This can be an effective product assortment strategy. For example, a women’s fashion retailer can also include accessories such as belts or shoes, that would go with a certain outfit to complete the look, which could lead to an increase in customer spend. 

A successful product assortment strategy can make or break a fashion brand’s identity. Because of this, having a deep understanding of your market and your customers’ shopping habits, combined with sales and inventory data will enable you to come up with winning product assortments that drive traffic and sales. 

Given the highly competitive fashion industry, retailers who know their customers, keep an eye on trends and remain adaptable, can maintain a product assortment mix that suits their needs and helps their businesses thrive.

Join Lazada’s latest fashion Gayamu, Caramu campaign and stand a chance to win cash prizes total worth up to RM60,000, Sponsored Discovery Ads credit total worth up to RM3,000 and more!

Interested to be your own boss? Sign up as a Lazada seller today.

Follow us on Facebook, Instagram, TikTok, and subscribe to our YouTube channel for the latest ecommerce trends and seller hacks..