Free Marketing Advice
A friend of mine frequently DMs me social media accounts that dole out marketing advice to fashion brands. These feeds are specifically speaking to young, independent and emerging fashion and accessory labels that are largely unknown and trying to figure out how to gain visibility and grow their business.
The Problem with Simple Answers
While their presentation is professional and some of the advice is generally solid—be consistent with your marketing, know your audience, etc.—many of these marketers try to simplify concepts that are inherently complex and nuanced.
Here are a few examples of the oversimplification I see:
• "Find your Hero product." This is good advice, but there is such a thing as “hero product fatigue.” This is when brands have an over-reliance on one or two iconic products, which ultimately limits their long-term growth.
• "Wealthy people buy from brands who show them the person they want to become." In reality, wealthy people are extremely brand and product savvy; they're not easily sold on vague aspirational imagery.
• "Luxury brands show success, not promises." Honestly, what does that even mean? It’s marketing jargon without practical application.
The Sales Pitch
Like most things on social media these days, these people are ultimately trying to sell one thing: their marketing services. They reel in potential clients by offering free marketing training or a pdf download for entrepreneurs to help guide their businesses.
The level of interaction these "marketers" drive is sizeable. Fashion founders engage with their accounts, often in the expectation that they will provide the necessary, free direction to help their businesses scale.
If only it were that simple. If fashion marketing were a one-size-fits-all blueprint, everyone in the industry would have figured out exactly what works and what doesn’t long ago.
And the saddest part about this entire set up: The people employing these kinds of marketing tactics are frequently other fashion entrepreneurs with their own brands—brands that are also not exactly on the tip of anyone’s tongue. So clearly this is a way for them to find clients and build an income stream for them to finance their own fashion business.
How to Pivot Smartly
This is why I always tell brand founders to be careful with any marketing advice they come across online, because frequently it is either generic or just bad. It is especially dangerous for labels that have already built up a following and business, because any marketing pivot that is not on-brand can be costly.
If you’re stuck and legitimately in need of advice, forget the free PDF and try these three suggestions instead:
1. Talk to a Pro. Find someone who is legitimately working in fashion brand strategy, marketing or PR, even if you can’t afford their retainer right now. While they won’t give you a specific game plan or strategy, they may offer a couple of ideas you can implement in the short-term. Also, talking to someone you want to work with in the future helps establish a baseline relationship. Many professionals are willing to do a short meeting for free (I personally offer a 30-minute free consultation).
2. Read Start with Why by Simon Sinek. The book discusses how the leaders who've had the greatest influence in the world all think, act, and communicate the same way — and it's the opposite of what everyone else does. Not only will Sinek inspire you to communicate and work differently, but he’ll get you to look at your company with fresh eyes.
3. Listen to “The Future of Luxury with Dr. Daniel Langer.” Dr. Langer is the CEO of Équité and an executive professor of luxury strategy. His podcast features experts from across the spectrum of luxury business. I listened to the episode featuring Torsten Müller-Ötvös, the former CEO of Rolls Royce Motorcars, which was an excellent deep dive into luxury brand storytelling, employee training, customer experience, and product development for the future.
Remember: Your brand is your baby, and following bad business and marketing advice can tank a promising company. It is no longer enough to have a big idea or just a solid “hero” product. Established brands are feeding audiences with a steady stream of social media ads, influencer campaigns and shopping emails hoping to entice people to shop. Trying to break through this level of marketplace noise isn’t going to come from someone giving you a free marketing plan.
Image courtesy of Melanie Deziel / @storyfuel.
