Fashion and Beauty Marketing 101 - March 15, 2015

It’s that time of year again. It’s March Madness! College basketball is at its best and in this Fashion and Beauty Marketing 101 post I explain how your business can take advantage of this event.

If you are a designer or a boutique you should think about marketing yourself to the college crowd. According to a 2010 Fashion and Beauty study the style conscious women represents 40% of the population and accounts for 70% of total apparel, accessories, and beauty spend. In the same study one of the questions asked was, in total, how much did you spend on clothing, accessories and beauty products over the last 12 months (includes in-store, online, catalog, etc.) Eighteen to twenty four year olds accounted for $2,900. That figure was only behind 25-34 year olds that spent $3,000.

So how can your business market yourself to the college crowd? Use the opportunity of Hampton University being in the NCAA tournament. One thing is for sure. When it comes to sports, college kids support their teams especially if they make it to the NCAA Tournament. There is pride in making it to the tournament. I remember when I went to school and the sports teams would make it to the NCAA Tournament or one of the college football bowl games. After wins, people would be yelling out windows, chanting the school mantra. People would be pumped. It was quite a scene.

Your business could host a NCAA viewing party on campus but at the same time showcase your brand in a variety of ways. College kids are more active in social media so think of the viewing party not just in terms of sales but the exposure you can get through social media.

If you are a designer or boutique that has clubwear, your ability to profit from this type of event is high. Why? Because 9 times out of 10, most of the kids are going to go out after the game and most likely they will be going to the club. If they like what you have to offer you got yourself a sale if it’s within their price range.

There was a quote I read somewhere but I can’t find the source right now. The statement was “Retailers work on the premise that the habits developed by consumers in their teens and 20s are likely to stay with them for a lifetime.” If you can get these 18-24 year olds to buy your brand now, when they get older they will stick with you.

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