{"id":8967,"date":"2017-12-28T16:53:22","date_gmt":"2017-12-28T15:53:22","guid":{"rendered":"https:\/\/www.mickyweis.com\/saadan-ville-jeg-markedsfoere-et-toejbrand\/"},"modified":"2026-06-27T08:53:01","modified_gmt":"2026-06-27T06:53:01","slug":"marketing-clothing-brand","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/","title":{"rendered":"How I would market a clothing brand"},"content":{"rendered":"<p><a href=\"https:\/\/www.mickyweis.com\/en\/marketing-personal-trainer\/\">I recently wrote a post about marketing as a personal trainer<\/a>, because many of those who contacted me for a free review of their site also asked about various industries.<\/p>\n<p>In the past 2\u20133 weeks, several clothing shops, especially brands, have reached out. Since I have a strong passion for fashion myself, I\u2019ve been really looking forward to writing this post!<\/p>\n<p>Let\u2019s get started.<\/p>\n<p>First, I want to say that this post is primarily written for those of you who have started a new clothing brand, maybe you\u2019ve opened a physical store and now want to sell more of your cool, newly designed clothes.<\/p>\n<p>What do you do?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Webshop\" >Webshop<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Values_brand_awareness\" >Values &amp; brand awareness<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Personal_story\" >Personal story<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Social_media\" >Social media<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Pain_Pleasure\" >Pain \/ Pleasure<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#How_can_a_product_be_given_value\" >How can a product be given value?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Advertising\" >Advertising<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#Physical_store\" >Physical store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-clothing-brand\/#The_future\" >The future<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Webshop\"><\/span>Webshop<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Today, almost anyone can start a website.<\/p>\n<p>It\u2019s become incredibly simple thanks to all the new software platforms on the market that make it easier than ever.<\/p>\n<p>The two largest platforms are Shopify and WordPress (WooCommerce).<\/p>\n<p>I don\u2019t have a strong preference, but after seeing <strong>Sorry Mom<\/strong> and <strong>Etaldesign<\/strong> switch from WordPress to Shopify, I\u2019m increasingly leaning toward Shopify. It\u2019s a great system and highly scalable.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/start-ecommerce-business\/\">How to start a webshop from scratch<\/a><\/p>\n<p>\u201cBut I\u2019m not a web designer,\u201d you might think&#8230;<\/p>\n<p>You don\u2019t need to be. The great thing about WordPress and Shopify is that they are open systems, allowing you to customize almost anything, add features and much more.<\/p>\n<p>There\u2019s also a ton of YouTube tutorials to help you!<\/p>\n<p>Start by finding the right theme:<\/p>\n<ul>\n<li><a href=\"http:\/\/themeforest.net\/category\/ecommerce\/shopify\">Themes for Shopify<\/a><\/li>\n<li><a href=\"http:\/\/themeforest.net\/category\/wordpress\/ecommerce\/woocommerce\">Themes for WordPress<\/a><\/li>\n<\/ul>\n<p>I always go for a theme that has sold well. \u201cBut doesn\u2019t that mean it\u2019ll look like everyone else\u2019s?\u201d<\/p>\n<p>No \u2013 you can always tweak and redesign it.<\/p>\n<p>The reason I always choose a theme (unless you run a large company) is that they\u2019re updated regularly. If they aren\u2019t, you may run into problems when Shopify or WordPress updates their systems and your theme doesn\u2019t get updated accordingly \u2013 in that case, you\u2019ll need a developer, which can be expensive.<\/p>\n<p style=\"text-align: center;\">I designed <a href=\"https:\/\/firtal.com\/\">Firtal.com<\/a> this way.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2845\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/firtalmac-1030x877-1.png\" alt=\"FirtalWeb Hjemmeside\" width=\"454\" height=\"387\" \/><\/p>\n<p>As your company grows, you can outsource design and development to platforms like Upwork or 99designs.com.<\/p>\n<p>I\u2019m definitely not the one running the webshop for Firtal at the scale we\u2019re at now \u2013 we use Magento and have a skilled tech team handling complex programming.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Values_brand_awareness\"><\/span>Values &amp; brand awareness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A new clothing brand has one \u2013 and only one \u2013 chance to get branding and values right from the start.<\/p>\n<p>Let me give you an example&#8230;<\/p>\n<p style=\"text-align: center;\">Have you ever seen Louis Vuitton put their products on sale in their stores?<\/p>\n<p style=\"text-align: center;\"><strong>It never happens.<\/strong><\/p>\n<p>The first time you discount your product, it plants a seed in people&#8217;s minds \u2013 the more often you do it, the more it sticks. And that\u2019s the worst kind of brand perception unless you\u2019re aiming for volume.<\/p>\n<p><strong><em>&#8220;It\u2019ll probably go on sale&#8230;&#8221;<\/em><\/strong><\/p>\n<p>As the internet has exploded with stores selling clothing, so have the sale seasons.<\/p>\n<p>It\u2019s no longer just winter sales \u2013 platforms like Boozt.com, Zalando.com, and Asos.com run discounts so often they\u2019ve made me incredibly price-conscious.<\/p>\n<div class=\"notebox\">\n<h3><span class=\"ez-toc-section\" id=\"Personal_story\"><\/span><strong>Personal story<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I used to be a huge fan of a certain brand (I won\u2019t name it for obvious reasons).<\/p>\n<p>I didn\u2019t mind paying 5,000 DKK for a leather jacket and spent quite a bit of money with them over the years.<\/p>\n<p>Then one day, their brand value dropped for me because sites like Zalando, Boozt.com, <strong>Stayhard.dk<\/strong>, and others started discounting their products. Now, I wait for the 9\u201310 annual sales. Fifty percent off 5,000 DKK&#8230;<\/p>\n<p><strong>What could they have done instead?<\/strong><\/p>\n<ul>\n<li>Prevented Zalando and others from offering the same prices across Europe<\/li>\n<li>Created a membership club offering benefits (pleasure) for paying full price<\/li>\n<li>Produced fewer variants so products wouldn\u2019t be dumped at 60\u201370% off<\/li>\n<li>Rewarded loyal customers with a cumulative discount system<\/li>\n<\/ul>\n<p>I still buy the brand \u2013 just only when it\u2019s on sale. Since then, I\u2019ve found other brands where I don\u2019t feel cheated paying full price.<\/p>\n<\/div>\n<p><strong>So \u2013 what values do you associate with your brand?<\/strong><\/p>\n<p>Starting off the right way is essential.<\/p>\n<ul>\n<li>How should your products be presented?<\/li>\n<li>Do the values you convey online match the product quality?<\/li>\n<li>What\u2019s realistic?<\/li>\n<\/ul>\n<p>I\u2019m not saying you can\u2019t ever put your products on sale.<\/p>\n<p>If you\u2019re a brand-new business, it can be hard to sell all your inventory in the first season. But there\u2019s a big difference in <em>how<\/em> you put things on sale.<\/p>\n<p style=\"text-align: center;\"><strong>Example 1<\/strong><\/p>\n<p style=\"text-align: center;\"><strong><img decoding=\"async\" class=\"aligncenter wp-image-2850\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/udsalg-stjerne-2-576x576-1.jpg\" alt=\"Udsalg Stjerne\" width=\"436\" height=\"436\" \/><\/strong><\/p>\n<p style=\"text-align: center;\"><strong>Example 2<\/strong><\/p>\n<p style=\"text-align: left;\"><img decoding=\"async\" class=\"aligncenter wp-image-2851 size-full\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/AAEAAQAAAAAAAATRAAAAJDUxMTBlMTUwLTgyMjctNGY0OS1hNGNkLTE5MzdhYTNjNTJjZA.png\" alt=\"Udsalg WInter Sale T\u00f8jm\u00e6rke\" width=\"687\" height=\"394\" \/><\/p>\n<p>Can you spot the difference?<\/p>\n<p>\u201cOnline specials\u201d or \u201cwinter sale\u201d gives the customer a sense of saving money. \u201cClearance \u2013 everything must go\u201d screams cheap leftovers (bluntly speaking).<\/p>\n<p>Also remember that <strong>colors have a huge psychological effect<\/strong>! If \u201ceverything must go\u201d in bright yellow reminds you of discount supermarkets like Netto, you\u2019re not alone. These comparisons happen subconsciously.<\/p>\n<p>Once you start discounting your brand at 20\u201340\u201360%, the path usually leads to even steeper discounts and lower margins.<\/p>\n<p>High-end retailers will also begin to question if they want to carry your brand once you become a \u201cdiscount brand\u201d chasing volume.<\/p>\n<p>There\u2019s nothing wrong with going that route \u2013 but be clear on your segment and business model.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Social_media\"><\/span>Social media<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Social media is the best place in the world to define a brand\u2019s value. It requires patience and attention to detail.<\/p>\n<p>I\u2019ve worked with many companies where social media is just something the intern handles when there\u2019s time \u2013 this does <strong>not<\/strong> work if you want to build a strong brand. Nor does it leave enough time to create great content!<\/p>\n<p>One of the best recent examples is<a href=\"http:\/\/www.bloomberg.com\/news\/articles\/2015-07-14\/how-daniel-wellington-made-a-200-million-business-out-of-cheap-watches\"> Daniel Wellington<\/a> \u2013 their reach and financials have exceeded all expectations, generating more than DKK 1 billion in annual revenue.<\/p>\n<p>Their brand was almost entirely built on social media \u2013 outselling legacy brands that have been around for decades.<\/p>\n<p>What successful social brands have in common: They never compromise on what they share or the values they communicate.<\/p>\n<p style=\"text-align: center;\"><strong>Example from Et Al Design on Instagram<\/strong><br \/>\nTheir photos clearly aren\u2019t taken in five minutes \u2013 and it makes a huge difference for the brand.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-2840 size-large\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-05-28-kl.-16.32.34-1024x681-1.png\" alt=\"Et Al Design Eksempel\" width=\"1024\" height=\"681\" \/><\/p>\n<p>Imagine how quickly Et Al\u2019s products would be perceived as low quality if the photos were taken in a dusty factory with poor lighting?<\/p>\n<p>It sounds harsh, but browse a few fashion brands on social media \u2013 you\u2019ll be surprised how many send the wrong message with bad photos.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Pain_Pleasure\"><\/span>Pain \/ Pleasure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A concept I care deeply about is <em>pain vs. pleasure<\/em>.<\/p>\n<p>Do you give people the feeling that they <strong>must<\/strong> have your product before it\u2019s gone? Or is your \u201cwhy\u201d too vague?<\/p>\n<p>With today\u2019s tools, you <em>must<\/em> stand out \u2013 doing what everyone else does just isn\u2019t enough anymore.<\/p>\n<p>I was lucky to get my hands on a pair of Adidas x Kanye West Yeezys \u2013 shoes people would kill for. I resold them for five times the original price.<\/p>\n<p style=\"text-align: center;\"><strong>Adidas Yeezy\u00a0<\/strong><\/p>\n<p style=\"text-align: center;\"><em>They look like regular sneakers \u2013 just with excellent branding.<\/em><\/p>\n<p><strong><img decoding=\"async\" class=\"aligncenter wp-image-2841\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-05-28-kl.-16.38.14-1030x1028-1.png\" alt=\"Adidas Yeezy Billede\" width=\"455\" height=\"454\" \/><\/strong><\/p>\n<p>You may not know Kanye West or have a celebrity wearing your shoes.<\/p>\n<p>But you can embed those same <strong>values<\/strong> into your brand. Release only a few pieces per product.<\/p>\n<p>Check out Christian Benner on Instagram \u2013 he makes one of each model and charges a premium for his work.<\/p>\n<p>In other words: <strong>Let your passion for the product shine through.<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_can_a_product_be_given_value\"><\/span><strong>How can a product be given value?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019ve learned a lot about clothing production from a close friend named Asbj\u00f8rn.<\/p>\n<p>The fashion industry is brutally competitive \u2013 so value must be built in from the production stage.<\/p>\n<p><strong>What makes your brand unique?<\/strong><\/p>\n<ul>\n<li>Is it made in a special way?<\/li>\n<li>Special fabric?<\/li>\n<li>Unique story?<\/li>\n<li>Family heritage?<\/li>\n<li>A creative way to use the product?<\/li>\n<\/ul>\n<p>Make sure those values are communicated.<\/p>\n<p>I once spoke with<strong> <a href=\"http:\/\/www.nialaya.com\/pages\/about-nialaya\">Jannik Olander about his brand Nialaya<\/a><\/strong>. Jannik has a unique ability to tell a story through his brand.<\/p>\n<p>Something as simple as jewelry? His storytelling about travels in India and the spiritual meaning of the pieces adds tremendous value.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-2843\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-05-28-kl.-16.50.30-1026x1030-1.png\" alt=\"Nialaya Eksempel\" width=\"596\" height=\"598\" \/><\/p>\n<p>Of course, don\u2019t lie \u2013 but if you can combine authenticity with passion, you have a real shot.<\/p>\n<p>Smaller brands also have the freedom to avoid pushing products to many resellers \u2013 if resellers don\u2019t sell, you may have to take products back and discount them. But if you build a strong online brand, resellers will come to you.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Advertising\"><\/span><strong>Advertising<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are countless ways to advertise your brand on social media \u2013 especially if you have a webshop since you can track everything using Google Analytics.<\/p>\n<div class=\"notebox\">\n<p>The key point with online branding is that you can reach the entire world at once \u2013 so think globally!<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Physical_store\"><\/span><strong>Physical store<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019ve previously written a longer post on how to market a local shop \u2013 these tips also apply to fashion stores.<\/p>\n<p>Still, here are a few key suggestions:<\/p>\n<ul>\n<li><strong>Register on Google Maps.<\/strong> This helps customers find your store and get directions easily when searching for your brand or local shops.<\/li>\n<li><strong>Optimize a subpage on your site dedicated to your physical location<\/strong>. Include photos, opening hours, and create a separate Facebook page just for the store. This lets you promote local offers without disturbing your overall brand followers.<\/li>\n<li><strong>Host local events.<\/strong> Combine branding with great videos of new launches and fun store events. These create synergy with your brand. You can promote such events on Facebook.<\/li>\n<li><strong>Use Facebook\u2019s local ads.<\/strong> They let you target people walking past your store, living nearby, or who\u2019ve visited before. I\u2019ll be writing a post about this soon \u2013 but that\u2019s no excuse not to check it out already!<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"The_future\"><\/span><strong>The future<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019m neither a fashion designer nor an industry insider, but I believe the industry is facing its biggest challenge yet. Designers are leaving the field because it\u2019s become an industry of copycats \u2013 which is why I think social-first brands will explode in the future.<\/p>\n<p>The pressure to bring clothing to market faster is increasing, which creates stress and reduces the time available to create something great through passion.<\/p>\n<p>People who are truly passionate about fashion won\u2019t settle for copying others.<\/p>\n<p>So the question is: <strong>Will your brand follow the trend \u2013 or set it?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I recently wrote a post about marketing as a personal trainer, because many of those who contacted me for a free review of their site [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5196,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[90],"series":[],"class_list":["post-8967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>My strategy for launching a clothing brand online \u00bb Start here<\/title>\n<meta name=\"description\" content=\"Thinking about launching an online clothing store? 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