“Per aspera ad astra” is an expression in Latin that best explains the peculiarities of business promotion in the Premium category on the Ukrainian territory. The specificity of this field is a small percentage of those who can afford to buy such clothes. There is also a high level of competitiveness, where you have to fight for a customer not only in your category, but also with industry giants (luxury brands), as well as a relatively new trend in the world of fashion – new-luxury. In order to win over the buyer and make them trust the brand (to make purchases online), a comprehensive approach is needed not only to the digital, but also to the company’s offline presence.
The promotion involved the infusion of large investments, which involved high risks. Therefore, it was decided to use the tactics of small steps. The advantage of such promotion is relatively small financial risks, and the disadvantage is the slow growth rate. So what did we do?
Content marketing. If we talk about the content in the category, then it primarily works on the image, conveys values – is responsible for the reputation. The peculiarity of the content is expensive production. If we sell Premium, we have to look Premium.
Particular attention is paid to Instagram stories of the brand. They also have to look expensive, so the decision was made to focus on quality rather than quantity. We publish 20-30 stories per month, which are produced exclusively in professional programs from the Adobe package, no templates, only hand-made work. The production of one series of stories could last up to eight hours. At this stage, we use only three headings where we talk about the brand, demonstrate the product in the context of rational and emotional benefits, and warm up the audience.
Special projects. The production of promotional videos in this niche is a stage that we purposefully postponed until the time when all digital processes will be established. Therefore, to increase recognition and reach, it was decided to promote the brand through unusual advertising activations. Collaborations with professional stylists and thought leaders in the industry are used for this.
Targeted advertising
PPC
SEO
Email marketing
Buying online with a full payment in advance is a huge risk. Therefore, the site should become not only a platform for shopping. It should cover the barriers that people may have on the way to purchase. We are currently working on content, SEO optimization and site visuals. Why? To increase the conversion since it was zero. The finale work of the development department team will be a new site.
Any business in the luxury or premium category is a long game. Therefore, we stock up on patience and wait. To be continued…
Sharing the experience
5 QUESTIONS to ask an SMM specialist before cooperation
Gifts
will expire within an hour: Refreshing the page won’t help
We are trusted by more than 190+ clients from all over the world
Ukraine, Ivano-Frankivsk, St. Sichovyh Streltsiv, 17 76018