It’s always interesting to see how indie/retro products are marketed, particularly online. In this weeks webinar, we looked at a site that specialises in hipster clothing along with 4 other similar sites to see how they market their products.
As we discussed at the start of the webinar, we thought this would be an interesting market to look into, as the fashion industry in general is very good with creative imagery and selling clothes through photos. We expected that the indie sort of sites selling vintage, retro and hipster styles might be even more creative to match the quirkiness of their wares. However, what we found from the 5 sites we analysed, 4 of them their marketing and imagery were quite mainstream, and the other 1 was quite creative but appealed to a very narrow demographic.
There’s a couple of reasons this could be:
- Limited budget – alot of these indie brands are marketed on a shoestring and therefore they don’t have the opportunity to be as creative
- Lack of knowledge to execute – A creative marketing campaign takes skill and knowledge to develop and execute properly. Many indie businesses are a one man show, and that one man is generally a jack of all trades.
- Website limitations – Many of these sites are on ‘out of the box’ ecommerce platforms, which means they can be limited in their functionality and ability to customise the site.
Providing services to these kinds of clothing/fashion businesses could be a great market for someone that can provide it at the right price point as we see more and more hipster, vintage and retro clothing sites emerge.