Fashion brand voice is a key to success for most fashion retailers. Through fashion brand voice, J.Crew brings to us preppy American and Victoria’s Secret brings us forever young, sophisticated and sexy. In the brick-and-mortar store, fashion brand voice is communicated through the mix of merchandise, window and store displays, the approach and personal style of sales associates, store ambiance and other, less tangible factors. In the online environment, many retailers are still finding it a challenge to communicate a cohesive fashion brand voice. This creates a gap between the channels: the brick-and-mortar store is perceived to be delivering a richer branded experience, while the online store is seen merely as a cash register.
Selling fashion online needn't be a dry, transactional experience. Successful multi-channel fashion retailers have been able to deliver a rich, branded, cohesive online experience that successfully conveys a fashion brand voice that engages the customers. Here are some of the tactics:
- Fashion and trend features
- Collection callouts
- Branded style guide
- Shop by look or by outfitting solution
- Up-sells and cross-sells
- Runway fashion show
- "As seen on" fashion media content
- Editor’s picks
- Other editorial contents
Now, let’s hear from you. What does your brand deliver the fashion brand voice online? How is it working for you? Let’s have your thoughts in the comment section below. Thanks!