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A fashion line representative emailed me and asked what were they doing wrong and why their clothing wasn’t selling as they expected, because after marketing, promoting, sales incentives and building an online shop products were still moving at a slow pace and it seemed as if they’re headed for a dead end. After looking at their website I came to the conclusion below.

The key to marketing and promotions is not having a million dollar budget, the best fashion public relations company behind your collection or even having a big name in the fashion industry back your clothing line even though all of the above helps, but most importantly you have to actually have a good quality product targeted to the right market, if you don’t start there.

It seems so many people spend so much time worrying about how they’re going to get in stores or how to get a celebrity to wear your clothing that you forget about the basics of the fashion industry and that is the overall design and function of the product you’re selling. Otherwise all the promotions, marketing and incentives in the world won’t save your brand or move a piece of merchandise

All the other stuff is to give it that extra push and for your target market to take notice, because consumers can’t buy what they don’t know about. Once you master that craft marketing and promotions will be left in the hands of word of mouth from satisfied consumers and all the other stuff will appear seamless, but not to say you shouldn’t promote because you have to in order to reach new customers and untapped territories.

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