Diary of a Fashion Designer: Marketing

Anything's possible in America...

Running a business in the fashion industry is no easy task. Smaller companies with limited staff and limited resources have to make strategic decisions about what can effectively be done in-house and what needs to be outsourced. It’s important to maintain control of product development, distribution, and the supply chain when possible. That leaves you to decide whether to delegate your marketing efforts to an agency or attempt to pursue all the promotions on your own. Based on your situation, there are Pros and Cons to in-house versus agency marketing for small fashion companies.

In House Marketing

Pros

  • Absolute control of content- you create and pick images, text, video, color scheme, theme, music, models, outlets, when it goes out, how it goes out, etc.
  • Real time social media management
  • You can plan and execute your strategy using a tool like Buffer– create, schedule and execute social media marketing campaigns
  • Cost effective- create a marketing team within your existing team that knows your brand identity and culture
  • Personal engagement with consumers- engage with the customers making them feel like they’re a part of the brand

Cons

  • Time consuming
  • Time is divided- can’t focus on what you do best
  • Can’t keep up the pace- customers have short attention spans, marketing efforts need to be updated or refreshed more frequently as methods and platforms change

Agency Marketing

Pros

  • Leave it to the experts- they already have proven processes that get results because that’s all they do
  • Monitored control- you supply the vision and get the final say
  • Leaves time for you to focus on product development, distribution, and the supply chain
  • They have access to tools you don’t have that will make the content better and process more efficient
  • Pays off in sales, customer engagement, and acquisition of new customers

Cons

  • Less control
  • Can get expensive
  • Engagement may not be as personal
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