For independent brands, the Christmas period is the time to level up your brand and kick off the New Year with a bang. Whether you’re locked in for the festive season or planning for the New Year, these 12 smart steps will make sure you make the most of your time.
There's a lot of noise, especially online, as brands compete for consumers attention - so what can you do to stand out?
Whether you’re locked in for the festive season or planning for the New Year, these 10 smart steps will help you maximise your chances of hitting record sales.
Image credit: Marlon Turner
1. Should You Join Black Friday & Cyber Monday? 💸
Black Friday and Cyber Monday are HUGE shopping events, but they may not suit every brand. As consumers become more conscious, brands which participate in it can be seen to be devaluing their products and promoting overconsumption. If you do choose to participate, you could offer an experience that aligns with your values, like a “Conscious Friday” promoting sustainable products or repackaging your deadstock and placing it in front of your customers in a way they haven't seen before, instead of going for the typical ultra-low sales.
2. Go Above and Beyond in December 🎁
Attract last-minute shoppers by being well-prepared with enough stock, fast delivery processes, and excellent customer service. You may choose to offer free shipping, special promotions or a small gift with purchase can entice people to choose your brand over others. Being well organised and ensuring smooth shopping experiences leads to repeat business.
3. Check In With Your Customers 💌
Add a question sticker or voting poll to your Instagram Stories to get feedback from your customers. Ask them how satisfied they are, communicate with them and see how they engage. If you receive many positive responses, ideas and suggestions, you’re on the right track.
4. Refresh Your SEO 🔍
Keep your brand visible by updating your top-performing content, optimising for trendy keywords, and ensuring your site’s navigation is user-friendly to drive organic traffic. If this sounds like a different language to you or you know you need help with Digital Marketing, book a consultation with us!
5. Gather Customer Testimonials 📢
Ask some of your happy customers for testimonials, particularly video ones if you can. Feature these on your website and social media to build trust and leverage social proofing. If this is not suitable for your type of brand, that's fine. Sometimes the best testimonials are customers actually wearing and styling your items! Share any UGC created for social media or encourage your customers to join your Referral Programme.
Image credit: Holmes Production / LOEWE Holiday 2021 by Tyler Mitchell
6. Review Your Brand Positioning 📌
Check that your brand’s unique value is still aligned with what your audience needs. Use this time to make any necessary adjustments to better cater to your customer base. If you need help with your brand strategy, Download our Brand Development Toolkit now.
7. Reassess Pricing & Packaging 💸
Evaluate your pricing and service packages to ensure they reflect your brand’s current offerings. If you’ve made improvements or expanded your product line, adjust accordingly.
8. Review Your Metrics 📊
Look back at what worked well throughout the year. Analyse website and social media data to see which content and products resonated most with your audience. Use this info to refine your strategy for the rest of 2024.
9. Set Goals for Q1 🏁
Set clear goals for the start of the year, and plan around key promotions tied to events like Valentine’s Day, the start of the New Year, Spring Day, or anything specific and relevant to your target audience. Breaking down goals by month within the quarter can help keep your brand on track for a strong start to 2025.
10. Get Ahead on Fashion Trends 📈
Stay ahead of the curve by researching fashion trends for 2025. Look at sources like The Business of Fashion, WGSN and even Tik Tok, to inform your product offerings and marketing strategy.
Do you need something a bit more detailed and tailored to your business? Our team at THE FASHION BLUEPRINT can help you build a strategy that’ll elevate your brand to the next level! Book a consultation now.
Written by: Kate-Jean Bafundila, Edited by: Giovanna Vieira Co, 2024