Whether you’re an experienced designer or a young one looking to make a name for yourself, a writer wanting to get more involved with the fashion world or a model wanting to launch a line of clothing, beauty products or perfume, you need to market yourself to the people who count. As someone who buys 90% of my wardrobe on sale and (still) wears Sketchers and a very last season t-shirt to work, I am not one of the people who count. Well, I am – but very indirectly. The people you need to get to are the fashionistas: the women who, size 6 or size 16 look like they have just stepped off a runway in Milan. In part , it’s their natural flair (they’d probably look great draped in a black garbage bag) but usually, it’s because they have a good eye for what’s hot, what’s sufficiently retro to still look cool and what is best left unspoken about (can you say Crocs anyone?). These women are the ones who women like me will admire and attempt (albeit unsuccessfully) to emulate when looking for a few items to spruce up our wardrobes. In short, they wear clothes in such a way that makes other people want to wear them. It’s these women whose attention you need to be successful. The question is how do you get their attention and engage with them in the right way to keep it? These tips outline some practical strategies to get the attention of the fashionistas and keep it.

Image Credit: Philograf

1. Tap into existing social fashion networks.

If you’re a small timer with no real following yet, you will need to find an audience before any of these tips will be of any value to you – as I learnt from having an imaginary friend when I was four, you can’t engage with someone who isn’t there to listen to you. A great starting point is to tap into existing social networks centred on fashion. Try professional networks like LinkedIn, online forums and blogs that encourage comments and discussion. Engage with Twitter personalities in the industry and start to build a name for yourself. That way, when you start to express your opinion through content, your website, blog articles or any other mediums you use, you won’t be completely unknown and may find yourself with a small but engaged and interested following already in existence.

2. Write niche content.

Positioning yourself as someone who knows about fashion will be critical to your success in the industry. Because of the fact that every consumer, even the fastidious fashionista is continually exposed to a barrage of marketing, you will need to do more than spew press releases and flyers at them. You need to prove that you understand them and that you can provide valuable insight into the fashion world without brazen self-promotion. Starting a fashion blog, reviewing shows, designers and looks online, or researching and discussing the cycle of certain trends could provide you with some of the credibility you need. This will, of course, need to be unbiased and professional – alienating industry leaders at this stage will present roadblocks for you later on. This approach will provide you with a voice and the opportunity to build an audience that respects that voice. This will go a long way toward opening the ears of your target market.

3. Get the experts involved.

In the fashion world, it is less about what you know and more about who you know. If you want the people in high places, who spend money on fashion to give you the time of day, you’ll need to prove to them that you’re worth listening to. While true fashionistas try to keep ahead of trends, the nature of the industry is such that those trying to make a statement will often do so by copying their icons. There’s no better way to get and keep the attention of your market than by securing the endorsement of a well respected or adored professional in the industry. This can be as subtle as procuring a flattering or informative quote from a top designer in an article you’re writing or as blatant as securing an up and coming model to wear your pieces to a trendy club or show. For the large part, this involves networking online and offline and will necessitate some ass-kissing. There’s nothing entirely wrong with that though, provided it’s sincere.

4. Use trendy mediums of communication.

Fashionistas are trendy and experimental, not only when it comes to the clothes they put on their bodies, but in their cars, their homes and their accessories. Often this inclination will also extend to their methods of communication. Just like it didn’t take long for celebrities to catch on to Twitter for example, fashionistas like to be at the centre of the buzz and if that’s where they are, that’s where you need to be too. Read a few Social Media blogs to find out what’s hot and what is yesterday’s news and invest some time in old favourites like Facebook. If you already have a small following, start a group where people can share their thoughts and interests and connect with other like-minded individuals. Start a Facebook fan page for the existing ambassadors of your brand and the fans of your offering. Listen to their conversation; their likes and dislikes and engage with them in a meaningful manner.

5. Offer valuable incentives for attention.

A recurring theme in my tips posts is that people love free stuff. Let me reiterate: people love free stuff ,and the odd giveaway will incentivise those on the edge to keep giving you their attention and those already in love with your brand to shout it from the rooftops. This stuff can’t be tacky (in a true fashionista, the hatred of all things tacky – unless they’re deliberately tacky in a good way – will override any love of free stuff). These don’t have to be big things, but a pair of tickets to fashion week or a sold out concert will go a long way toward getting people to listen to and engage with you. Not only will you be seen as someone with access to a scarce commodity (basic economics 101) but you will be seen as generous and trendy at the same time. It will do wonders for your social value which will do wonders for the products you want your audience to buy and promote.

Also check out:

• Of Geeks and Supermodels
• Perception is Everything: 4 Tips for Personal Branding