The best digital channels for fashion retailers

Ready-to-wear companies generate a total turnover of 150 billion euros, representing 2.7% of French GDP. 🇫🇷 A sector coveted by 16-25 year olds, who have the highest level of trust in brands: 44%. An attractive target for brands that adapt their primarily digital communications to the consumption habits of 16-35 year olds.

🤫 The importance of storytelling

💡 What is it?

Storytelling is the art of telling stories to convey a message.
When we buy a product, we are first interested in how we can use it. That is why brands seek to show us how we can use their products through stories, playing on both emotion and human sensitivity.

Consumers are looking for authenticity in the products they consume. Behind this idea lies the desire for a direct link with the brand and those who embody it. This is why storytelling is a fantastic opportunity to create a connection between the brand and the buyer. The more authentic it is, the stronger the direct bond will be. 🤝

With social media, brands can easily build a connection with their audience. The key is to remain authentic and tell real, compelling stories. Video format is particularly well-suited for building a narrative and appealing to viewers' sensibilities.

💣 TikTok & YouTube, the winning duo

As for social media, TikTok has also grasped the importance of storytelling. Content is both original and targeted to users based on their interests, thanks to the recommendation algorithm.

The fashion brand Guess created a campaign involving its fans by inviting them to post a before-and-after video of themselves putting on their favorite Guess jeans.
"Show us how you style your denim" was the hook for this challenge, which garnered over 40 million views.

TikTok is a fantastic inbound marketing tool. While most brands focus on organic content, it becomes worthwhile to venture into paid media through TikTok Ads. The goal is to generate results in just a few days and drive performance (conversions, downloads, etc.).

It is a great way to expand a brand's reach, as the social network allows you to tap into an exclusive audience! In fact, 43% of users on this network do not use Instagram, and 45% do not use Facebook.

While content strategies are expanding with innovations and new media, YouTube remains unbeatable when it comes to video. On average, a video generates 30% more interaction than a photograph. It is also a community-based social network that allows for interaction with users.

On its YouTube channel, H&M unveils both its advertising campaigns and current trends in a short, impactful format. With a 21% annual growth in fashion-related searches on YouTube, consumers now instinctively turn to the platform for information.

Regarding media campaigns, just like TikTok, it is possible to launch YouTube Ads. Since the social network is the second most visited site 🥈 in the world, it is accessible to all advertisers.

💡
YouTube is, above all, over 720,000 hours of video added daily, which means every new uploaded video creates a new advertising space. Ads can take various formats: Video pre-roll, Bumper / Mega Bumper, Discovery, Ad Sequencing, and more.
The benefits are numerous:

You can target your audience based on their interests
Pay for your ads only on a Cost-Per-View basis
Take advantage of audio and visual impact for your campaigns

YouTube has 46 million monthly users in France, 90% of whom say they discover new brands or products there. Today, it has become the favorite playground for many brands.

🛍 Google Shopping & DOOH

Another major digital lever is Google Shopping, which helps push advertising messages to the top of Google search results. Furthermore, the 16-35 age group is fickle when it comes to brand loyalty. They are therefore constantly encouraged to compare brands to find the best deal.

The benefits of Google Shopping ads 🎯:

The presence of a visual accompanied by a price and availability makes clicking more likely. A good conversion rate: people who click on the ad are generally interested in the product.
Google search for "black t-shirt" & appearance of Google Shopping results
Through effective optimization of Shopping campaigns, it is possible to increase traffic from qualified leads to a brand's website. Accounting for an average of 7% of revenue for an
e-commerce site in France, Google Shopping is increasingly being used by brands.

Why not launch your own Google Shopping campaign?
Regarding DOOH (Digital Out-Of-Home), dynamic screens are a popular advertising medium among the public: 70% find digital screen communication more interesting and effective than paper advertising. The same applies to recall rates, which reach 52% among 16-25 year olds, compared to 45% for the rest of the population.

Switching from paper to digital helps lower costs. While paper billposters travel across France to put up posters, with DOOH, you can broadcast your ad with original content in a single click, and most importantly, precisely target the location!

The 5 advantages of digital outdoor advertising over traditional outdoor advertising
Returning to our target audience, a DOOH ad will be more relevant in terms of targeting in places where they spend their time (near city centers, gyms, major shopping avenues, etc.)

91% of passersby believe that video/animated ads shown on screens catch the eye.

✍🏼 Final thoughts

Targeting 16-25 year olds for ready-to-wear brands happens primarily through digital channels. There are many levers, but according to Klox, the most effective remain TikTok & YouTube with paid campaigns, while always keeping the importance of storytelling in mind.

Google Shopping also stands out in the fashion sector, driving high click-through and conversion rates. As for DOOH, it offers numerous advantages, including cost-effectiveness, high-quality targeting, and the ability to run highly creative campaigns.

You can get in touch with the Klox team directly to learn more and start building your own advertising campaigns on the channel of your choice.