E-book

Ideas to build
buzz for your
fashion collection

KHAITE
 Sumary

3. Introduction
4. Storytelling
5. Pre-launch buzz
6. Engaging with customers
7. Building the right products

DRIES VAN NOTEN

IDEAS TO BUILD BUZZ FOR YOUR FASHION COLLECTION

Introduction
A successful commercial collection is about
designing the right products, but marketing is
also an essential part of increasing sales. Having
the correct strategies to promote your fashion
collection will help the brand in the long run, and
getting it right will increase consumer loyalty and
expand the brand’s reach.

3
SALVATORE FERRAGAMO
IDEAS TO BUILD BUZZ FOR YOUR FASHION COLLECTION

Storytelling
Stories help us feel empathy and learn more about
something, and they are capable of humanizing
your brand. In today’s digitally driven society,
connecting with your audience and engaging with
them on a deeper level is extremely important.
Brand storytelling gives consumers a reason
to buy and weaves together emotions to bring
consumers closer.
Telling the story behind a collection helps the
consumer engage with the brand and sparks their
curiosity. Unveiling the collection’s process and
ideas behind it is an excellent strategy to begin
with. To maximize your collection’s visibility and
impact, thinking of creative ways to do this will
help. For example, a behind-the-scenes video
released before the collection’s launch will make
customers curious.

ETRO

4
IDEAS TO BUILD BUZZ FOR YOUR FASHION COLLECTION

Pre-launch
buzz
Creating a buzz before the launch will provide a
sense of urgency, and it will make your customer
more likely to shop when the collection is
dispatched. Running ads that drop clues about
the garments,and sending emails with a ‘save the
date’, will give customers enough information to
want more.
You must also think about expanding the
campaign’s reach. Getting influencers on board
to do so can be a smart strategy. Of course, it
can also be expensive for smaller businesses,
so targeting smaller influencers or even loyal
customers to do it may be the solution.

5 CHRISTIAN DIOR
IDEAS TO BUILD BUZZ FOR YOUR FASHION COLLECTION

Engaging with
customers
After you have launched the collection, you must
think of ways to engage consumers and get them
to interact with your brand. Instead of just blasting
them with photos of the garments and pieces, you
can ask them to share pictures of themselves in
the clothing, and even commenting on the outfit’s
ideas on your social media. Your brand has a unique
signature: inviting customers to be a part of it will
give them a sense of belonging and drive sales.
Content and visuals are everything, especially
for fashion businesses. Investing in the quality
of editorial images and videos is also extremely
important. Keep that in mind!

VERONICA BEARD

6
IDEAS TO BUILD BUZZ FOR YOUR FASHION COLLECTION

Building the
right products
Marketing helps, but the product is everything,
especially for an independent fashion brand.
At Start by WGSN, we know the importance of
finding the right themes, colors, materials and
styles for your collection, and that is why we
provide everything you need.
We also know that it’s difficult for a designer
or a small entrepreneur to streamline their
business process. That is why we created a
My Studio feature, where you can add Tech
Packs provided by us, or even created by you,
to share with your team.
Start your free trial.

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