We will agree that establishing a healthy relationship with customers is essential and important to
your business operations.
At times, it can be a love-hate relationship on both sides of
the spectrum. You can grasp the concept that without your customers, there
would be no market interest in your product or service. You diligently work to
create value experiences for clients when they utilize your product or service.
Customers respond by remaining engaged in your company.
Fashion Industry is constantly evolving and growing to
incorporate new ideas, trends and customers. Expanding your clothing business
to include high-end clientele is your next step. Taking this action almost
guarantees that you will see sales and profitability growth when you focus on this
target market audience.
You
may Be wondering ,Who Are the High- Ends Customers??
High-end clients have more
disposable income to spend on your products and services. From a business
perspective, it makes sense to create a marketing strategy to attract the
attention of this market.
Let's go through how we can attract them;
1. Be Optimistic
Create a positive Mindset because Your clothing line business began as ideas in your
head. Each one was born from a thought you had when looking at possible ways to
expand your business. Your analysis of the target market reveals a problem that
needs solving or a desire to fill. Your confidence that you are the solution to
these situations grows. In doing so, you refuse to take ‘no’ for an answer from
anyone. Your positive mindset fuels your persistence.
Pay no attention to the tiny voice inside your head that may be
telling you going after the high-end target market is too risky and you can’t
afford to take that risk. Focus on building yourself up. Go after high-end
clients with the confidence that you will do so with great success. Listen to
that voice that led you to go into business for yourself. That mindset will
break down any mental barriers that pop-up and pave the way towards expanding
your clientele.
2. Define Your Customer
Category
To go after high-end clients, you must first have an idea of who
they are, what kind of dress they wear (Casual, corporate, trendy, urban etc)
or need. Start with creating a demographic profile that includes things
like age, sex, location, income and family size. Next take psychographic
information into consideration. Items in this category include personality,
values, opinions and emotional responses that trigger purchases.
Finally, look at customer circumstances to create an idea of how
potential customers develop an interest in your product or service. Include as
much detail as possible for each of these areas as it will help you create an
ideal customer image that closely resembles reality.
It may seem unnecessary at first to create a profile with an
extensive amount of detail. Doing so will give you a roadmap of exactly what
your marketing strategy must include when targeting this particular market
audience. The details will let you go inside the mind of this potential customer
group and view your products or services from their perspective.
3. Define a Marketing Strategy
Your
brand will only trigger an emotional purchase response in high-end clients
if they determine that it can solve a problem they have or fulfil a need they
desire. Therefore, your marketing strategy needs to focus on the benefits of
your clothing niche rather than on the features. The features are what attracts
potential customers to your product or service. For those features to result in
a purchase, there must be an association to the personal benefit that the
product or service can offer.
When a potential customer comes in contact with your product ,
she will ask herself “What’s in it for me?” Failure to design a marketing
strategy around this question is a common misstep many companies make. Taking
the time to define a marketing strategy that answers this question in a clear,
concise manner places you ahead of the competition.
4. Be Trustworthy
It is a proven fact that customers are more likely to purchase
products or services from people they trust. To attract high-end clients, you
are going to have to show them that trusting you will not be a mistake. To do
this, you will need to step outside of the sales box for a moment. as a
Nigerian fashion designer, let your delivery time or date be strictly adhered
to. Yes, there’s a believe that ‘Nigerian tailor will not
make heaven’ due to the drastic way many have been disappointed. Why not
dare to be different to make heaven intentionally. You know
what I mean? lol
Create articles detailing how a product or service serves as a
solution to a problem or desire. Share these articles across your social media
channels and on your company blog. Engage in online conversations with
potential customers to share what you know. Serve as a guest blogger on another
website this target audience frequents and provide the benefits a product or
service of yours offers.
As you start to appear in the places that potential high-end
clients frequent and share your knowledge, they will sit up and take notice of
your presence. You will begin to earn their trust and therefore, will be the
only viable option in their mind to that problem or desire they need to
resolve.
5. Become Results Oriented
conscious awareness that your clothing line can meet the need of
your target high-end customer is a positive headway. However, they have no idea
what can happen just by deciding to do business with you. Taking a result-oriented
approach to your clothing line will make you look at events from the customers
perspective.
By this you will eliminate impulse spending but on beneficial
stance. High-ends potential customers are no different. Therefore, refine your
sales approach to provide a target audience with precise and measurable results
that your clothing line delivers.
6. Select Your Channels
You may think your social media channels adequately attract the
attention of high-end clients. Their social media approach is entirely
different than the one you are taking. Take another look at the ideal customer
profile created earlier. It will give valuable insight into how your target
market audience receives new information.
Identify where they spend leisure time and what prompts them to
make purchases. It will help you pinpoint the social media channels that are of
value to this target market. Knowing this information can help you devise a
more efficient social media marketing strategy utilizing these channels. Test
each of these channels to ensure your marketing efforts are producing favourable
results.
7. Develop a Strong Response
System
High-end clients want to feel value and importance when engaging
in business. You will want to go above and beyond to make this happen because
you are the new kid on the block. If they feel for any reason that you are not
paying attention to them, they will walk away, and you will lose all potential
sales as a result.
Set up an automated response tool when these customers send an
email or reach out to your company on social media. Respond to inquiries and
potential issues with your products or services sooner rather than later. You
and your team need to cater to the potential high-end clientele as much as
possible without appearing pushy or defensive.
8. Rate Increase
High-end clients gravitate to high prices. High Price
is not an issue with this group, however, lower prices on things they place an
enormous amount of value in will raise eyebrows. When your product or service
price lists showcase low prices, it makes the high-end client audience question
whether you can provide the benefits they seek.
You also run the risk of not being taken seriously and this
market audience is not going to waste their time doing business with someone in
that category. A simple way to prevent this from happening is to create a
high-end price list specifically for this target audience. Consider initiating
a rate increase across the board if you feel that it won’t turn other clients
away as a result.
9. Provide Value
You can offer value to the high-end client target market by
giving something for free. It is an incentive to take the first step in
building a relationship with you. Keep your incentive item in line with the
value that high-end clients expect. Make your incentive gift one that expresses
the level of quality that you will provide to this target audience when they
make the move from being a prospective customer to a paying customer.
10. Express Thanks
The personal approach you take to attracting high-end clients
will speak volumes with this audience. When a potential client gets in touch
with you, follow up the conversation with a handwritten thank you note. Send a
small welcoming gift when a high-end client makes the decision to do business
with you. Showing your appreciation to this client market demonstrates to them
that you are the right fit for their business needs.
We are looking forward to reading from you.
