These days, successful promotion of a clothing store requires a comprehensive approach. Taking into account the peculiarities of the Ukrainian market, let's look at the key points and tools of advertising.
Our agency has helped dozens of stores increase their sales thanks to properly tuned advertising. We analyze trends, study competitors and create unique strategies for each client.
In this article we will describe all marketing channels to attract customers for clothing stores, compare them with each other and evaluate their advantages and disadvantages in order to make it easier for you to decide what advertising to use for your clothing store.
Table-comparison of marketing channels for a clothing store in Ukraine
Please remember that these are very rough estimates and actual prices can vary greatly depending on many factors.
|Marketing channels||Pros||Minuses||Cost of customer acquisition (approx.)||Minimum budget for launch (approx.)|
|Google Search Ads||Target audience, high conversion rate||Keyword dependency||$1-20||$50+|
|Google Shopping ads||Product visualization, target audience||Catalog setup required||$1-15||$100+|
|Google Media Ads||Large reach, branding||Lower conversion rate compared to search advertising||$5-25||$100+|
|YouTube video ads||Visual impact, large reach||Cost of video production||$5-30||$500+|
|Instagram ads||Target audience, visualization||High competition||$2-15||$50+|
|Facebook Ads||Flexible customization, target audience||Decrease in popularity among young people||$3-20||$50+|
|TicToc commercials||Reaching young audiences, viral content||Short attention span||$5-25||$100+|
|SEO promotion||Long-term effect, free traffic||Requires time and resources||$10-200 (long-term)||$500+|
|Google maps||Local visibility, feedback||Limited to local clients||$2-10||Free (but optimization may cost)|
|Outdoor advertising||Visual impact, localized coverage||One-time payment, expensive to maintain||$50-500||$1000+|
|TV advertising||Large reach, visual impact||High cost, complexity of ROI measurement||$20-200||$5000+|
|Price aggregators||Price comparison, additional traffic||Commission||$1-10||$100+|
|Marketplaces||Ready audience, additional sales channel||Commissions, competition within the platform||$1-20||$100+|
|E-mail newsletters||Personalization, low cost||Address database required, risk of becoming spam||$1-5||$50+ (excluding base cost)|
|SMS broadcasts||High read rate, fast interaction||Limited message length, risk of negative reaction||$2-10||$50+|
Apparel Contextual Advertising on Google (PPC)
Contextual advertising on Google, known as Pay-Per-Click (PPC), is an advertising method that allows brands to reach the top positions in search results quickly and in a targeted manner. This advertising method is based on the principle of pay-per-click advertising. Let's take a closer look at the features and advantages of this tool:
For effective use of contextual advertising, it is important to conduct regular optimization of advertising campaigns, as well as to analyze the behavior of users on the site after clicking on the advertisement. Only an integrated approach will maximize the return on investment.
Google Shopping apparel ads
A separate sub-species of Google advertising is Google Shopping - is a Google service that allows retailers to list their products directly in the search results. For clothing stores, this is a particularly valuable tool, allowing customers to see images, prices and product names at a glance, without having to go to the retailer's website.
The benefits of Google Shopping for clothing stores:
- High visibility: Products from Google Shopping are displayed at the top of the search result for high visibility.
- Visual format: Unlike text ads, Google Shopping allows you to show product images, which is especially important for clothing stores.
- Target audience: Product shows are activated by queries that already indicate purchase intent, increasing the chances of conversion.
- Transparent budget control: Payment is only for real clicks on your products.
- Price comparison: Customers can immediately compare your offer with competitors' offers, which encourages them to make better and more attractive offers.
- Increased traffic: Google Shopping can significantly increase traffic to your website by attracting interested shoppers.
Media, banner ads for clothing on Google's contextual media network
- How it works: The advertiser creates banner or text ads that will be shown on Google's partner sites based on users' interests or page content.
- Benefits for clothing stores:
- Interest-based targeting: You can show ads to those who are interested in fashion or a certain type of clothing.
- broad coverage: Your ads can appear on a multitude of websites, blogs, news portals, thematic resources.
- Format flexibility: From simple text ads to creative interactive banners.
- Remarketing: The ability to re-engage with users who have already visited your site.
Clothing advertising on YouTube
- How it works: Advertisers can place short clips before the main content (pre-rolls) or during its viewing (mid-rolls). There are also formats that users can skip after a certain duration (TrueView).
- Benefits for clothing stores:
- Visual content: Clothing and fashion are primarily visual categories, and video allows you to communicate your message to the customer in the most effective way possible.
- Target audience: Targeting by interest, age, gender, geography and content viewed.
- Audience interaction: In addition to the main video, you can use interactive elements, such as buttons with a link to the website.
- Analytics: Detailed statistics on impressions, clicks and ad interactions.
SMM advertising of clothes in social networks. Targeted advertising.
Social media has become an important tool for promoting and advertising various products, including clothing. One of the most effective ways to reach the target audience is targeted advertising.
Targeted advertising of clothes in Instagram
- How it works:
- Advertisers can create sponsored posts or storis that will appear to target audiences based on their interests, demographics, and behaviors.
- Visual Focus: Instagram is an image-based platform, making it ideal for fashion and apparel advertising.
- Precision targeting: You can target ads to a specific age group, gender, interests, geographic location, and even behavior.
- broad coverage: Instagram has millions of active users every day.
- Advertising formats: Storis, feed postings, IGTV, shopping tags, etc.
Targeted clothing advertising on Facebook
- How it works: Facebook gives you the ability to create ad campaigns that appear in your news feed, in the right-hand column or even in Messenger.
- Format flexibility: From videos and images to slideshows and carousels.
- Targeting: Facebook has one of the most advanced targeting systems, allowing you to target very specific audience segments.
- Facebook Pixel: With the help of this tool you can track user actions after the transition to your site and optimize advertising campaigns.
- Audience interaction: Facebook provides tools to communicate with your audience, gather feedback and answer questions.
Targeted advertising of clothes in TikTok
TikTok has quickly become one of the most popular apps for creating and watching short videos. Its main audience is young people between the ages of 16 and 30, making the platform attractive to apparel brands targeting this demographic.
- How it works:
- Videos: Advertising on TikTok is mostly based on short, creative and funny videos. It can be anything from presenting a new collection to taking part in popular Challenges.
- Targeting: TikTok provides various targeting options including age, gender, geolocation, interests and more.
- Advertising formats: Different ad formats are available in TikTok, such as integrated videos, branded effects, TopView (ads that are displayed when the app is first launched) and others.
- Huge popularity among young people: If your target audience is young people, TikTok is one of the best places to advertise.
- Virality: With the right approach, your promotional video can go viral and reach millions of views.
- Branded Challenges: By creating your unique Challenges, you can energize your audience and encourage them to participate, which will help increase your reach and brand awareness.
- Creativity: TikTok provides a unique platform to showcase your brand's creativity and engage with your audience on a new level.
SEO-promotion and optimization of clothing website
SEO-optimization for a website of a clothing store is a set of measures aimed at increasing its visibility in the results of search engines (Google, Bing, etc.). Proper optimization determines how quickly and effectively the site will attract potential customers.
SEO optimization is a long-term investment in your business. Proper promotion of a clothing store website in search engines can significantly increase the reach of your target audience and lead to increased sales. However, it is important to remember that SEO results do not appear instantly, and require constant monitoring and adaptation to the changing requirements of search engines.
Highlights of SEO optimization for a clothing website:
- Keyword Analysis: Selecting relevant keywords related to apparel, fashion trends, brands, etc. to attract targeted audience to the website.
- Content Optimization: Creating quality and unique content based on selected keywords. This includes quality product descriptions, informative blog articles, optimization of meta tags (title, description) and image attributes.
- Optimization of technical parameters: Improved site loading speed, adaptability for mobile devices, availability of XML sitemap, proper use of tags (H1, H2, alt for images).
- Internal re-linking: Creating logical links between pages on the site, which helps to distribute the weight of pages and improve user experience.
- Getting quality backlinksWork with partners, bloggers, publishing articles on thematic sites to get quality links to your site.
- Local SEO: Especially important for physical clothing stores. Google My Business profile optimization, working with customer reviews, local re-linking.
- Analysis and monitoring: Regular monitoring of site positions, analysis of visitor behavior and adjustment of promotion strategy in accordance with the obtained data.
Promotion of clothing on Online Maps and local catalogs
For many consumers, the beginning of their search for goods and services starts with a local search. This includes people searching for nearby stores and boutiques when choosing clothing. Promotion in online maps and local directories helps increase your clothing store's visibility and attract local shoppers.
Advantages of promoting in online maps:
- Local visibility: Allows you to attract customers who are nearby.
- More info: In addition to the address, you can provide hours of operation, photos of the store and products, customer reviews, and more.
- Direct contact: Buyers can contact you immediately by clicking on the phone number or messenger.
How to promote clothing on Online Charts:
- Signing up for Google My BusinessThis will allow your store to appear on Google Maps. Fill in all the required fields, add photos and update the information regularly.
- Use of other platforms: Don't limit yourself to Google. Depending on your region and audience, consider other platforms such as Yandex.Maps, 2GIS and other local services.
- Customer feedback: Encourage customers to leave reviews about your store. Positive reviews increase the confidence of potential customers.
Outdoor advertising of a clothing store
Outdoor advertising is one of the classic and at the same time relevant methods of attracting the attention of potential customers. Especially in such large cities as Kiev, outdoor advertising plays a key role in shaping the image of the store and stimulating interest in the products.
The main types of outdoor advertising:
- Billboards: These large billboards are placed by roadsides and on building facades. They provide maximum coverage and brand recognition.
- Light boxes: Used on store fronts, in shopping centers and on the streets. Visible even at night.
- Banners and posters: Can be placed on scaffolding, fences and facades.
- Transportation advertising: Accommodation on buses, trolleybuses and cabs.
The benefits of outdoor advertising:
- Great coverage: Every day thousands of people move along the streets of Kiev, which ensures high passability and recognizability of advertising.
- Long-term effect: The right advertising space and quality design can serve your brand for months or even years.
- Visual stimulus: Bright, creative clothing ads can encourage direct purchases.
Features of outdoor advertising in Kiev and Ukraine:
- Seasonality: In Ukraine, there is a short daylight hours in winter, so light advertising becomes more relevant. In summer you can emphasize bright advertising campaigns with summer collections.
- Placement rules: In Kiev and other cities of Ukraine there are rules of outdoor advertising, so before launching a campaign you need to find out all the nuances at the local level.
- Competition: Kiev is a highly competitive city, so the design and location of advertising should be particularly thoughtful.
Clothing advertising on television
Television remains one of the most powerful sources of advertising in Ukraine. Despite the growing popularity of the internet and digital platforms, TV advertising continues to be an important tool for many brands, including those operating in the apparel sector.
Benefits of TV advertising:
- Mass coverage: Television allows you to reach a huge audience in a short period of time.
- Emotional impact: Videos with the ability to showcase a product, emphasize its features, and create stories have the ability to deeply affect viewers' emotions.
- Trust: Many consumers still perceive television advertising as a more reliable source of product information.
Features of clothing advertising on television in Ukraine:
- Target audience: TV advertising is particularly effective for older generations who spend more time watching TV and less time using the internet.
- Seasonal campaigns: Clothing advertising campaigns are often tied to seasons - summer or winter collections, holiday sales and so on.
Prices for TV advertising in Ukraine:
Prices for TV advertising in Ukraine can vary greatly depending on:
- TV channel: National channels such as 1+1, ICTV or Inter will cost significantly more compared to regional or niche channels.
- Time of day: Primetime (evening time) is the most expensive, as this is the time of maximum audience.
- Clip duration: The price is usually quoted for a 30 second clip, but shorter or longer versions are possible.
- Display frequency: How many times the clip will be broadcast in a day or week.
For 2021, the average cost of a 30-second primetime spot on national TV channels could range from UAH 50,000 to UAH 300,000 or more, depending on the popularity of the channel and the specific time slot. However, these are only approximate figures and are subject to change.
Price aggregators for clothing and marketplaces
When selling clothing online, it is important to utilize different platforms to reach the maximum audience. Price aggregators and marketplaces provide an excellent opportunity for this.
When selling clothes online in Ukraine, it is worth considering placing your products on price aggregators and marketplaces. These platforms can help increase your reach, attract new customers and boost sales. However, it is important to carefully analyze the cost of placement, terms of cooperation and potential return on investment.
Price aggregators are websites that collect product information from various online stores, allowing users to compare prices and choose the best deals.
Examples of price aggregators:
Advantages of price aggregators:
- Coverage: Allow you to reach a large audience who are actively searching for products online.
- Conversion: Users switching from price aggregators are usually already set up to buy, which can increase conversion rates.
- Price comparison: Stores get the opportunity to compete not only through the quality of goods, but also by offering better prices.
Marketplaces are trading platforms where different sellers can offer their products. Buyers, in turn, can browse the assortment, compare products and make purchases.
Examples of marketplaces:
Advantages of marketplaces:
- Scale: Marketplaces provide access to a huge audience.
- Trust: Large marketplaces often have more credibility with customers, which can drive sales.
- Logistics and order processing: Some marketplaces provide logistics and order processing services, simplifying the process for sellers.
E-mail and SMS distribution for clothing stores
Both E-mail and SMS mailings have their advantages and can be effective marketing tools for clothing stores. It is important to find a balance, adapt the strategy to your target audience and take into account the preferences of your customers.
E-mail newsletter for clothing stores:
What to use for:
- Promotions, sales and special offers.
- Informing you about new collections or products.
- Sending useful content: articles on fashion trends, tips on clothes care, etc.
- Thanking you for your purchase and offering discounts on your next order.
- Target audience: the mailing goes to those who have already shown interest in the store.
- Possibility of segmentation: different emails for new customers, regular customers, those who haven't ordered for a long time, etc.
- Multiformat: you can use text, images, gifs, videos.
- Spam filters can block emails.
- Possible negative perception with excessive mailings.
- The need to keep the database up-to-date.
SMS mailing for clothing stores:
What to use for:
- Order Status Notification.
- A reminder of discounts or promotions that are ending.
- Holiday greetings with a special discount offer.
- High deliverability: SMS is more likely to be read.
- Instant notification: the buyer will see the message in real time.
- Personal approach: texting is perceived as a more personal appeal.
- Limited number of characters.
- Perception as intrusive advertising with frequent mailings.
- Cost: SMS texting can be more expensive compared to email.
How much does it cost to advertise a clothing store online?
Depends on the chosen platform, strategy and length of the campaign, but more important is ROI - return on investment.
Additional ways to attract customers to a clothing store
Attracting customers is not just about advertising campaigns and promotions, but also a deep understanding of the needs of your target audience. Let's take a closer look at the key methods:
- Promotions and discounts: These are attractive offers that will help stimulate purchases. Seasonal sales, holiday promotions or special offers for new customers can all increase interest in your store and lead to increased sales.
- Loyalty programs: Start with a bonus or cashback program. Regular customers can be offered exclusive discounts, invitations to closed sales or bonuses for referring friends.
- Unique offers: If your store offers exclusive products or brands that cannot be found in other stores, this is already a unique offer. You can also create limited collections or special offers in collaboration with famous designers.
- Gifts on purchase: It can be a small accessory, a discount on your next purchase or even free shipping. Such little things make the shopping process more pleasant and encourage customers to come back.
- Personalizing the offer: By using data about a customer's purchases and preferences, you can offer them products that will really suit them. Emails with personalized recommendations or offers can be very effective.
- Organization of events: Fashion shows, style master classes, meetings with designers - such events not only attract attention, but also allow customers to look at your store in a new way.
- Testimonials and recommendations: Positive reviews from satisfied customers can be great advertising. Offer discounts or bonuses for reviews to encourage customers to share their experiences.
- Convenience of purchase: Convenient store location, hours of operation, parking availability, friendly staff are all important aspects that increase customer loyalty.
Attracting customers is a constant work in progress, requiring creativity, analyzing and adjusting your strategy according to changing trends and audience preferences.
To successfully promote a clothing store in Ukraine, it is necessary to combine different methods and monitor the results, adjusting the strategy in accordance with changing market trends.