Table of Contents

• How Advertising Has Evolved in the Clothing Sector
• Although These Traditional Advertising Techniques Still Hold Value
• Print Advertising
• Fashion Shows and Events
• Celebrity Endorsements
• But Adapt To These Digital Advertising Strategies As Well
• Influencer Collaborations
• The Brand’s Growth Story
• Reels, Posts, and Proper Edits
• A Well-Maintained Website
• Personalisation is the Current Trend in Clothing Marketing
• Overlays: Premium Cotton with a Patented Twist
• Snitch: Affordable Quality Rivaling Big Brands
• Bonkers Corner: Gen Z Wear for Everyday Comfort
• Conclusion

How Advertising Has Evolved in the Clothing Sector

To understand where clothing advertising is today, it’s important to look back at how things have evolved. In the early days, clothing brands heavily relied on print media and store displays.

Brands like Raymond and FabIndia would run ads in newspapers and magazines to highlight their collections.

Later on, websites became the digital storefronts for brands, and online ads – especially Google Ads – became an effective way to attract potential customers. Social media soon followed, completely changing how clothing brands connect with their audiences. Suddenly, it wasn’t just about showcasing the clothing but also about telling the story behind it.

Today, advertising for clothing is a multi-channel experience. Consumers want to see not just the product but also the vision and craftsmanship behind it. They are checking Instagram reels, reading blogs, and watching YouTube videos to make informed purchase decisions.

Brands need to inform and inspire them through advertising.

For example, a luxury ethnic wear brand might focus on visually engaging campaigns that highlight intricate designs and cultural significance. On the other hand, a fast-fashion brand like Myntra could run targeted campaigns promoting discounts and new arrivals.

Although These Traditional Advertising Techniques Still Hold Value

Though digital marketing dominates today’s advertising world, traditional techniques still hold value, especially in India, where a section of the population consumes traditional media. Here are some strategies that continue to work:

Print Advertising

Despite the digital boom, print advertising remains relevant, particularly in popular fashion and lifestyle magazines like Vogue India or national dailies like The Hindu. For instance, a premium saree brand might advertise in Femina during the festive season to attract affluent shoppers.

However, the ads need to be visually captivating. Opt for storytelling through images that resonate with the brand’s ethos.

Fashion Shows and Events

Fashion shows and events continue to be a great way to promote a brand, particularly for luxury and high-end labels. Hosting or sponsoring a fashion week in cities like Delhi or Mumbai can create buzz and attract influencers, media, and potential customers.

Celebrity Endorsements

Celebrity endorsements still hold immense value in India. Collaborating with Bollywood stars or popular sports personalities can lend credibility and aspirational value to a brand. For example, Manyavar’s campaigns featuring Virat Kohli and Anushka Sharma have been highly successful.

But Adapt To These Digital Advertising Strategies As Well

Now, let’s talk digital, where most advertising action happens today. These techniques not only help you reach a broad audience but also allow precise targeting and personalisation, resulting in measurable results.

Influencer Collaborations

Collaborating with fashion influencers on Instagram and YouTube is one of the most effective strategies today. Influencers can showcase your collection through reels, stories, and lookbooks, providing authenticity and reach.

For instance, you can partner with influencers who have a niche audience in ethnic wear or street fashion, depending on your brand’s focus. They can highlight your brand’s unique designs and quality, making their followers want to explore your collection.

The Brand’s Growth Story

Consumers today value authenticity. Sharing the story behind your brand’s growth can create a deeper connection with your audience. For example, if your brand started as a small family business or focuses on sustainable practices, create a video or blog that narrates this journey.

Brands like Raw Mango often share behind-the-scenes stories about their craftsmanship and dedication to traditional weaving techniques, which resonate with their audience.

Reels, Posts, and Proper Edits

Social media platforms like Instagram, Facebook, and Pinterest are goldmines for clothing brands. High-quality visuals, engaging captions, and creative reels can set your brand apart.

For instance, creating a reel showcasing how a particular outfit can be styled for various occasions can help customers envision themselves wearing it.

Pro tip: Ensure you maintain a consistent aesthetic across all platforms to strengthen your brand identity.

A Well-Maintained Website

Keyword-Driven Marketing: "Party-Wearable Smartwatch"

One of the most impactful marketing decisions was the use of the term party-wearable smartwatch.

In a market where most smartwatches are marketed as fitness or everyday utility products, Anarc Watch disrupted the narrative by positioning itself as a stylish and party-friendly accessory. The term “party-wearable smartwatch” had a higher search potential compared to conventional keywords like “smartwatch” or “fitness tracker.”

By focusing on this unique keyword, Anarc Watch tapped into a niche yet highly relevant audience segment, increasing search visibility and appealing to those seeking a blend of fashion and technology.

This move showcases the power of understanding search behavior and aligning product messaging with customer intent, rather than following industry norms.

Overlays: Premium Cotton with a Patented Twist

Overlays has carved a niche in the clothing market by developing its own patented material, setting it apart from other brands. Their premium cotton, crafted using proprietary techniques, offers unmatched comfort, durability, and breathability. This innovation allows Overlays to target customers who value quality and are willing to invest in products that last.

By highlighting this unique selling point in their marketing campaigns, Overlays creates a strong identity rooted in craftsmanship and exclusivity. Their digital strategy includes educating consumers about the benefits of their patented fabric through Instagram reels, YouTube videos, and blog posts, ensuring potential buyers understand why their products are worth the investment.

Snitch: Affordable Quality Rivaling Big Brands

Snitch has positioned itself as the go-to brand for customers seeking H&M and Zara-level quality at a fraction of the price. By offering trendy designs, premium materials, and impeccable craftsmanship, Snitch appeals to fashion-conscious buyers who want value without compromising on style.

Their marketing strategy focuses on comparisons that highlight the affordability of their products without sacrificing quality. Digital campaigns on Instagram and Facebook often feature side-by-side comparisons of Snitch garments with those of big brands, emphasizing their competitive pricing. Additionally, Snitch collaborates with influencers to showcase how their clothing fits seamlessly into everyday wardrobes, further solidifying their reputation as a high-quality, budget-friendly option.

Bonkers Corner: Gen Z Wear for Everyday Comfort

Bonkers Corner caters to the Gen Z audience with its bold, quirky designs that are both trendy and comfortable. Their focus on creating versatile, everyday wear has made them a favorite among young consumers who value individuality and functionality.

The brand’s marketing strategy revolves around engaging content that resonates with Gen Z’s lifestyle. From Instagram reels that showcase outfit inspiration to behind-the-scenes videos on TikTok, Bonkers Corner’s campaigns are vibrant and relatable. They also emphasize the durability and softness of their fabrics, ensuring their products are not just fashionable but also practical for daily wear.

Personalisation is the Current Trend in Clothing Marketing

One of the most significant trends in clothing advertising is personalisation. Customers expect tailored experiences, from customised recommendations to exclusive offers.

Dynamic Ads

Dynamic ads allow you to show personalised messages based on user behaviour. For instance, if someone browsed your winter collection, you could retarget them with ads showcasing discounts on coats and sweaters.

Email Marketing

Social media platforms like Instagram, Facebook, and Pinterest are goldmines for clothing brands. High-quality visuals, engaging captions, and creative reels can set your brand apart.

Email remains a powerful tool for sending personalised communication. By segmenting your audience based on preferences and purchase history, you can send targeted emails.

For example, if someone purchased a kurta for Diwali, you could send them an email offering a discount on accessories like stoles or jewellery.

In Conclusion

The world of clothing advertising is exciting and full of opportunities, especially in India’s dynamic market. To make your advertising efforts impactful, focus on storytelling, leverage the right digital tools, and measure your performance to ensure you’re getting the best ROI.

If you need help planning and executing an effective advertising strategy, reach out to us at hello@optyreach.com.

Team OptyReach will help you create best-in-class advertisements that will foster growth in the long term.