Find PBMIF on TikTok, Instagram, and YouTube for useful tips and facts in consumer and fashion psychology.
With everyone creating their own clothing brands these days, standing out can be extremely tough. How does what you have to offer differ to any other clothing brand that you can find easily on Instagram. Worry not, with the right strategies you can grow a successful clothing brand, make sales, and attract loyal customers in no time. Consumer psychology and fashion psychology can help you understand your target customer and create a brand that appeals to them. By understanding these two branches of psychology, you can create a fashion brand that speaks to your target customer's needs, wants, and values.
In this article, Psychology, But Make It Fashion will discuss five tips for growing a successful fashion brand using psychology, these tips include:
Read more: What is fashion psychology?
SHOW YOUR CUSTOMERS THAT YOU HAVE A GENUINE AND TRUSTWORTHY BRAND.
Social proof is the principle that people are more likely to do something if they see that other people are doing it. This is because we are inclined to follow the crowd and to conform to social norms.
How to use social proof to create a successful clothing brand:
Use customer testimonials and reviews. When people see that other people are happy with your products, they are more likely to be interested in buying them. Make sure that your reviews are genuine and authentic.
Feature your products on social media. When people see that other people are wearing your clothes, they are more likely to want to wear them too.
Work with influencers that match well with your brand. When influencers promote your brand, they are essentially giving your brand their seal of approval. This can be a very effective way to reach a large audience and build trust.
Get recognition. When your brand is recognised by industry experts, it shows that you are doing something right. This can help to build credibility and attract new customers.
Be consistent. Use social proof consistently across all your marketing channels. This will help to build trust and credibility.
By understanding and using social proof, you can increase your sales and build a loyal customer base.
PLAY ON FEAR(S) OF MISSING OUT.
The scarcity principle is the idea that people are more likely to want something if they believe it is scarce or in limited supply. This is because we are drawn to things that are rare or exclusive. A good example of a brand that successfully uses the scarcity principle is Supreme. It's intriguing, it creates mystery.
How to use scarcity to create a successful clothing brand:
Create a sense of urgency. Ever heard about the fear of missing out (FOMO)? FOMO drives urgency. Let your customers know that your products are only available for a limited time or in limited quantities without misleading your customers.
Use exclusive products or collaborations. Partnering with other brands or designers can create a sense of exclusivity around your products. This will make people more likely to want to buy them.
Create limited-edition collections. Releasing limited-edition collections is a great way to create a sense of scarcity around your products. This will make people more likely to want to buy them before they sell out.
Use high-quality materials. Using high-quality materials can make your products seem more exclusive and valuable.
Be creative with your scarcity tactics. There are many different ways to create a sense of scarcity around your products. Get creative and find what works best for your brand.
By understanding and using the scarcity principle, you can increase your sales and build a loyal customer base.
YOU KNOW WHEN PEOPLE SAY LESS IS MORE?
Think back to a time when you browsed clothing online on any website at all. What did you think about the amount of products displayed? How many colour options could you get of the same item? Were there many popups that you had to close offering you supposed discounts? Have you ever visited the online fast fashion retailers SHEIN or Temu? How do these sites make you feel? Are they overwhelming with the vast amount of products offered?
Having a lot of choice can overwhelm consumers, therefore you need to choose an appropriate amount of items to showcase.
How to use the psychology of choice to create a successful clothing brand:
Limit the number of choices/display less products. When people are faced with too many choices, they can become overwhelmed and indecisive. This can lead to them not making a choice at all. Give your customers the option to change product display pages (3-4 columns).
Make the choices clear and easy to understand. People should be able to easily understand the different choices that you are offering. This will make it more likely that they will make a decision. Highlight the benefits of your products. People are more likely to choose products that they believe will benefit them.
By understanding the psychology of choice, you can find out what layout your customers prefer.
APPEAL TO THE NEEDS OF YOUR TARGET AUDIENCE. AFTER ALL, THEY ARE YOUR CUSTOMERS.
If you are planning to sell products or already do, then you should ideally have an idea about your perfect customer. Understanding your target audience is necessary to create a successful clothing brand. If you do not understand your customers' wants and needs then you are going to find it difficult to sell your brand. You will not know how to advertise your brand or communicate your brand with customers effectively.
Understanding your target audience requires research about their:
Demographics. The objective characteristics of your target audience, such as their age, gender, income, and location.
Psychographics. The subjective characteristics of your target audience, such as their values, beliefs, and lifestyle.
Buying behaviour. The way your target audience makes decisions about buying clothes.
Once you know the characteristics of your target audience, it will be much easier to create marketing messages, campaigns, and items that will appeal to them. For example, if your target audience is Gen Z (Zillennials), born in 1997-2012, this audience is concerned about sustainable and well-made fashion, therefore you would build your brand identity on these values.
Here are some of the consumer psychology principles that you can use to understand your target audience and create a successful clothing brand:
Talk to your customers. The best way to understand your target audience is to talk to them directly. Ask them about their needs, wants, and preferences. What are they looking for in their dream clothing product?
Use surveys, polls, and focus groups. These are great ways to get feedback from your target audience.
Monitor your results. Once you start marketing to your target audience, track your results to see what is working and what is not.
By understanding your target audience, you can create marketing messages and campaigns that will be more persuasive and effective.
TREAT YOUR CUSTOMERS WITH GRATITUDE AND MAYBE, JUST MAYBE, THEY'LL COME BACK FOR MORE.
The reciprocity principle is one of the most powerful principles of persuasion. It states that people are more likely to be persuaded by someone who has done something nice for them. This is because we feel obligated to return favours.
The reciprocity principle: People are more likely to do something for you if you have done something for them first.
How to use the reciprocity principle to create a successful clothing brand:
Offer free samples or gifts with a purchase. When you give someone a 'free' gift, they will likely feel obligated to buy something from you in return.
Offer a first-time purchase discount for your customers when they sign up to email subscription.
Provide high quality customer service. When you go out of your way to help a customer, they are more likely to feel grateful and would want to purchase with you again.
Focus on personalised touches. People are more likely to be interested in products that are relevant to them. Personalise your marketing materials to show people why your products are right for them. Leave a thank you note for customers with their name. Personalise your offerings, your emails, and remember, to use the customer's name. Make sure that your gestures of goodwill are genuine and sincere.
Run competitions and giveaways. This is a great way to get people excited about your brand and to encourage them to participate.
Give back to the community. When you support a good cause, it shows that you care about more than just making sales.
The reciprocity principle is a powerful tool that can be used to create a successful clothing brand. By understanding and using this principle, you can increase your sales and build a loyal customer base.
Thank you for reading.
References
Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2023). Non-sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 1-16. https://doi.org/10.1002/bse.3509
Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358. https://doi.org/10.1016/j.jcps.2014.08.002