For an apparel company, marketing is largely visual in nature as clothes must be seen on someone’s body in order to elicit a desire to buy. Obviously, this rule applies to athletic apparel companies as well, but for a company that sells athletic apparel, the marketing efforts must also involve some sort of functionality or usage because unlike typical clothing that simply covers the body, activewear must also support the activity and function successfully. As a result, marketing efforts much be calculated accordingly so as not to spend money and time on incorrect marketing strategies that will never have a decent ROI.
When it comes to athletic clothes, the end-all-be-all marketing strategy for many online marketers of fitness gear will involve enlisting a fitness guru or other fitness influencer to wear and use the gear. In fact, 89 percent of companies focused on athletic apparel engage in influencer marketing.
Doing so can result in social proof that will help a product gain recognition and eventual cult status among the influencer’s audience. This success results from the audience wanting to be like the influencer and becoming invigorated enough to emulate him or her. For an athletic apparel company, spreading marketing efforts across multiple Instagram influencers can significantly increase brand appeal across a cross section of overlapping markets.
Search Engine Optimization
SEO, also known as search engine optimization, is one of the the best sales generation tactics in the athletic apparel industry, and within the digital marketing space as a whole. SEO when done correctly, can build brand, lower customer service costs, grow sales, increase SQL and MRR. It is not a short term strategy, however when implemented with a solid process, it will have a snowball effect on business growth.
It involves, having a great website experience, great content, and a publishing model to increase reach – all with the primary goal of increasing website traffic and sales.
Like contracting with influencers on Instagram, enlisting a YouTube fitness celebrity to wear gear during online fitness routines can help build a brand among viewers who want to look and feel like the celebrity. In this particular case, choosing a YouTube personality goes beyond simply finding someone who has a lot of subscribers. Instead, to correctly leverage YouTube, an athletic company must also select the influencer based on channel quality and personality. These factors are critical because while Instagram largely involves still shots, YouTube involves video clips and live events.
Building on the general idea that a YouTube personality must have a fun personality, the more specific requirement for any video content is that the gear be associated with excitement. For instance, Facebook videos can portray average people wearing the gear at exotic or scenic destinations. Footage based on scenic destination might not be edge-of-the-seat exciting, but it is exhilarating to dream of going to such locations and hiking, swimming, or living life in an active and engaging manner.\
Additionally, for a more literal type of excitement, it is important to pair your clothing line with actual excitement. Such excitement can be rock climbing, racing, or parasailing. It can involve helping a community become more active, or it can involve inspirational stories. Pairing your clothing line with such activity is motivating, invigorating, and inspirational. When people see other people wearing clothes and living life to the fullest, they want to wear those clothes as well.
Fit people stay fit largely at gyms. Consequently, it is critical for a fitness company to get the apparel line placed within a gym. Whatever gym you can find that will carry your gear, you should lock in a contract. This is the sell-from-your-car-trunk approach. Local gyms can carry a small line of clothes while larger chains can end up placing minimum orders in bulk. In keeping with the modeling approach to selling fitness clothes, contracting fitness instructors or trainers to wear clothing is a relatively affordable way to build brand awareness.
Depending on the marketing budget, a fitness company can reap a significant return on investment for judiciously selected placement of an apparel line on a television series or in a movie. In fact, companies that engage in product placement outperform those that do not nearly 100 percent of the time.
Importance of the photo
When it comes to marketing fitness apparel, it does not matter what YouTube channel you contract with or what Instagram influencer who wears your gear if the shots are mismatched, unprofessional productions that result in bad shots and missed visual opportunities. Consequently, you need to consider your marketing campaign as a type of visual publishing endeavor that involves storyboarding, photography, and graphic design.
As you attempt to convey success, fitness and health through the marketing campaign, you will need to pay strict attention to such things as shot composition, lighting, and mood. In fact, in terms of hiring an influencer, it is critical to ensure that you are part of the process for deciding which final shots are placed online.
This cannot be understated because successful companies use an average of eight photos per page. If you select someone who publishes photos of your gear in unflattering shots, your brand will not last.