“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin
The grand daddies of the tailoring world, the bespoke and the made-to-measure tailoring business have dwindled in popularity over the last couple of decades. The hard fact is that they have been losing out to the big fashion brands which have captivated the imagination of the people, especially the younger generation with their off-the-rack and ready-to-wear clothing designs.
The common apprehension is that the traditional style of tailoring has very little place in the fast paced world. But the fact of the matter is that the industry has failed to accustom itself to the evolving digital landscape over the years. However, it is never too late to embrace the innovation that has come about around us. After all, it is a level playing field out there.
Why do you need digital marketing for your business?
Today, people are living digital lives. With the internet, social media and mobile devices making the world more accessible, your customers have very little time to go around searching for a tailor who would stitch them the perfect suit or the fabulous dress. So if you are going to keep waiting for them to come to you, it is never going to happen. Gone are the days of classic marketing when word-of-mouth was all that you needed to spread the goodwill of your brand.
Social media has an incomparably better reach than the traditional word-of-mouth marketing. Even print advertising isn’t very effective; the reason being that people are so engrossed with their mobile phones and tablets that they barely look up at banners or read the handouts you offer them. So it is important that you take your business where your customers are – their mobile phone, tablets and computers.
How should you go about it?
“You can’t tiptoe into social media. You have to jump into the pool. People have a natural fear of it. But the scary part is not being there. Your customer is already there.” - Dave Saunders
Determine your strategy
It is very important for you to identify your goals and decide on how and when you want to get there. Your strategy should focus on rekindling people’s interest in bespoke and made-to-measure tailoring and highlight your USPs in the field.
Identify your target audience
It is very important for you to understand your customer’s needs and cater to them. The first step to that is identifying the section of the market with the greatest potential for your business. The youth who are known to be liberal with their fashion choices form an ideal target audience.
Your business is not a cute, chubby baby for everyone to fall in love with it at first sight. You need to create the interest by offering your customers something of value in the form of incentives and promotional offers. Festival discounts and interactive content are great ways to kindle interest.
Learn and nurture
Understand what works for your business and nurture it. Learn from your mistakes as well as those of others. Keep an eye on your customers and what works for them and keep innovating. Study your competitors and what they are doing right carefully.
Reward and retain
Brand advocacy is the lifeline of digital marketing. It is important that you identify loyal customers and reward them well. This would help you create a strong community of advocates who stand up for your brand. Referral bonuses are one of the great ways to reward loyal customers.
Measure and improvise
Track your performance using as many indicators as possible and use the data to identify your strengths and weaknesses. This would help you constantly improve and get better with time.
As a tailor, adapting your business strategies to the evolving digital landscape is the ideal way to take your business to the next level. Embracing social media would cause your business graph to move only one way and that is northwards. If this is something that you believe is right for your business, contact us today.