Gone are the days when you could dress your baby in anything mismatched, out of style, or just hand-me-downs from your next-door neighbour. Baby clothes purchases these days are methodically planned. “Will my baby’s faux-fur trimmed coat match the cushions on my sofa when I snap my all-important Instagram photo?” and “Can I acquire trainers in the same hue as their matching Nike tracksuit?” are questions that our parents would not have considered two decades ago. However, with the rise of social media demands and the rise of the super-mum celebrity culture, there has been a clear shift in infant clothing shopping habits. The below article is what expecting mothers should know about pregnancies and after pregnancies.
So this got us thinking: it’s common knowledge that internet marketing has revolutionised the fashion business, but has it also revolutionised the baby retail industry? We investigated how digital marketing has impacted the infant apparel business.
Mummy bloggers hold a lot of power
As ‘influencers’ in the baby clothes market, mummy bloggers play a significant role. Many marketers recognise this possibility and give a gift of their apparel item to a mummy blogger in exchange for a review for their public audience. This is an excellent approach to convert a mummy blogger’s fan base into potential consumers for their company. The influencer doesn’t have to be a blogger; anyone with a large internet following can suffice. YouTubers, for example, or influencers with a large following on certain platforms such as Pinterest or Instagram.
A brick-and-mortar store isn’t necessary
Traditional brick-and-mortar establishments aren’t required to sell online, and the fashion sector has demonstrated that having a physical location is no longer sufficient. To avoid following in the footsteps of firms like Mothercare and Mamas and Papas, baby retailing brands must have a strong internet presence. While Baby Boomers and Generation X may have chosen them in the past, Millennials and Generation Y parents have acclimated to the internet arena and are taking advantage of the numerous new possibilities for acquiring baby apparel.
Digital allows for niche
Marketers of baby apparel can seek publicity in unusual locations such as pregnancy magazines. There are currently thousands of niche blogs and digital magazines with a large following of adults approaching or in the process of becoming parents. Marketers are using both paid advertising and public relations to get their businesses featured in these niche places. Paid advertising should be on any baby retail marketer’s to-do list, and by incorporating it, you’ll gain a slew of benefits, including an increase in sales and revenue. And, thanks to the flexibility to target a variety of audiences through sponsored social and paid search, reaching your business’ ideal target audience has never been easier.
Customers increasingly want a multi-channel, personalised, and simple-to-use brand experience from merchants at every point of the buying process, and this is especially true when shopping for baby clothes. With digital marketing techniques, it is now possible to create a one-of-a-kind and personalised experience. Conversion rate optimization is a powerful tool for determining how to enhance your customers’ conversion paths. Biometrics and hotjar testing, together with Google Analytics data collection, enable marketers to truly comprehend the emotions and activities that drive their conversion rates. There are also several A/B testing tools available to assist you in determining what works best for your customers. When it comes to personalisation, having the ability to target clients based on their geography, gender, interests, and a variety of other factors means your company should take advantage of these chances.
A ton more variety
Customers no longer have to rely on the one business closest to them that sells baby clothes they don’t like because of the digital age. Buying baby clothes online has opened up a whole new world of possibilities, as one can buy things from overseas companies. Because there is a greater choice, firms may decipher and adapt their products to certain groups of individuals, as well as sell products in some pricing ranges.
International competition isn’t always a bad thing for a company’s brand. Being digital allows baby clothes companies to reach out to foreign markets and sell to thousands of new clients. The global market for UK baby business items is strong, and the Asian industry, in particular, has grown by 250 percent in the last five years, with sales of more than $75 billion in infant retail. There are numerous ways to reach out to overseas clients with the ability to sell your brand through paid advertising, organic growth, and public relations.
Following the trends
Parents enjoy dressing their children in fashionable attire. Especially those that they see their favourite celebrities and influencers wearing on social media with their children. According to Bloomberg, this has resulted in the emergence of a luxury baby market, which is estimated to have produced over $10.6 million in sales. However, to appear opulent, your company does not have to sell expensive things all of the time. Without having to modify your entire apparel line, an optimised marketing plan can help you appeal to that demographic of parents. Brands can appeal to a premium market with carefully designed photography and videography creative material in commercials, as well as the appearance of their website.
Social media communities
Once a brand has built an online community, it has established a strong online presence. Establishing loyalty and brand involvement, whether on Facebook, Instagram, Pinterest, or any other social media platform, is the ideal way for baby retail companies to excel in their marketing strategy. When faithful parents of your items suggest your clothing to friends and family, this helps with word-of-mouth marketing. A clear, consistent, and succinct social media marketing plan will help you achieve this, but don’t forget to communicate with your customers to build a community.
Overall, it’s easy to see how internet marketing has improved the infant retail industry. Perhaps in the future, infant virtual influencers will be invented by brands with significant power, or the industry will adopt gender-neutral marketing. In either case, your brand’s digital marketing approach must evolve to stand out in a crowded industry and increase sales in your baby apparel business.