Posted on Thursday, October 01, 2015
Running a vintage clothing store can often be a complex task, that's why we've put together these 5 simple tips to help you grow your vintage business.
It may seem obvious but many businesses forget that promotion is fundamental to running a successful business and continually needs updating. If you are not constantly putting yourself in customer’s line of sight, then they forget you exist. There are many ways you can promote your business and products, social media is a great one as its cost effective and allows you to engage with your target market on a one-to-one level. If you are a small business then I’d always recommend sticking to 3 key promotional tools and doing them really well rather than try and do everything, especially if you’re business is just you!
The vintage clothing market has become increasingly competitive market and having a defined brand will help you differentiate from your competitors. A well designed logo is good start but building a brand goes beyond just a logo; it is the core values and 'personality' of your business (basically what your customer associates with your company). A good trick to developing a strong brand is to create a description of your ideal customer and aim all communication at that customer. Also be consistent, consitency is important!
In a fast paced society, get your message across quickly is important. The brain processes images 60,000 times faster than text. This means you can get your message across in a matter of seconds. Don’t forget that your store itself is a promotional tool, whether it’s your store window or landing page, the way it looks can attract or divert customers away from your business. First impressions count. It takes 0.05 seconds for a viewer to form an opinion on a website and whether to stay or leave. According to a study by MDG Advertising 67% of consumers say the quality of a product image is “very important” when purchasing online and that the quality of a products image is more important than product-specific information (63%), a long description (54%) and ratings and reviews (53%).
A website is an incredibly important marketing tool. 73% of the Earth’s population uses the internet and 81% of consumer’s say they research products online before buying. A website not only increases visibility, allowing you to widen your audience, but also helps customers trust your brand. Consumers admit they are more likely to trust a brand that has a website, as it gives the impression of being an established and credible business. While websites may seem costly, the return on investment can be well worth the money. Even if it is a single page with links through to your social media platforms and online store, a website can give you the edge over your competitors, just make sure that the website is well designed, otherwise it can be the first and last impression you make on a potential customer.
Not everything you do will work and getting things wrong is not the end of the world, but continuing to make the same mistakes could be the end of your business. Don’t be afraid to try different things, you never know what will work for you, but when you do try something make sure you monitor the results. Knowing what didn’t work and why will mean you will end up doing more of the good and less of the bad. Remember to only test one thing at a time to be able to clearly assess the results; changing more than one element makes it difficult to pinpoint a change.