3 Mistakes Swimwear Brands are making and how to avoid them
The weather is finally being merciful on us here in the US. At least in the southern areas. That means Swimwear brands are going to start traveling to Miami to produce their Campaign Images to showcase their new collections. Swim Show is a few months away but it’s worth having everything ready.
I would like to talk today about 3 mistakes Swimwear Brands are making when it comes to content creation. I would also like to propose some solutions to this problem.
Overuse of customer created content.
Although a great solution to content creation, it also dilutes the message of who you are as a brand. Your brand gets lost in the ocean of travel/vacation pictures of the girl with a generic bikini (yes, they are tagging you and probably saying your name, but to the quick eye it could be any brand. Just change the name and it could work)
Not enough quality content.
The days we are living demand for a ridiculous amount of content that must be created and shared at lightning speed. However, most of the times I see brand sacrificing quality over quantity. Showing images that are part of a batch shot with the look (that technically should be options to decide for the final picture), or using an image that was used previously (sometimes 3,4 times before).
Overuse of Influencers created content.
I put this one separate, although it could go with the first mistakes. However, the difference here is that you are using the image of someone who has a big following already. This is great and don’t get me wrong, it is GREAT to bring exposure to your brand. At the same time, it is bad when most of your content comes from that influencer whose pictures are just taken on there outings. There is a line between that real life content and advertising oriented content.
THE SOLUTION TO THIS PROBLEMS
Reevaluate your Marketing Strategy so you can get the best bang for your buck. I know most of this strategies are being used because it is cheap and they bring a decent ROI in a short period of time. If you think the way I do in my business, then you think about being in the industry for a long time, in which case you need to strategize for 2,5,10 years into the future.
That influencer that is important right now, could disappear from the Social Media World in 2 years, they change their priorities, goals and content; thus making your messages obsolete.
Customers are also expecting polished messages that come from the brand, to show that ideal world you are trying to sell them; much of the real world gives no expectation and no reward for buying your brand. It is like chocolate, we buy because it looks delicious AND it makes us feel good. Marketing Directors, you know what I’m talking about.
Finally, wait a little. This is going to be a hard one for you, I know, but be patient. Great things take time, so save from your budget, design a great campaign, hire a great photographer that will deliver quality, and invest in a model that will be the face of your brand. Don’t think of the model as a mannequin, those years are long gone. Think of the model as someone that will represent the values of your brand for 5 years. People will recognize her, thus recognizing your brand. This is particularly true if you are a New Swimwear Brand or your wanting to grow. You want to be remembered, top of mind in your consumers.
Remember we’re here to help you, so if you have any questions or would like to discuss further this topic; send us a message, we will be happy to guide you and create phenomenal images that will represent you in the best way possible.