Marketing
for fashion brands

Selling fashion online in the US

Marketing for fashion brands in the US is crowded: big retailers, fast fashion, marketplaces and thousands of small labels compete for the same scroll. Small brands win with a clear point of view, a recognizable look and a direct relationship with customers. That relationship should live on your own online store, not only in Instagram messages, so you own the customer list and the data.

Product pages that cut returns

Returns are the hidden cost of fashion ecommerce. Clear size guides with measurements in inches, fit notes ("runs small", "relaxed fit"), photos on several body types, fabric details and care instructions reduce returns and increase confidence. Videos of the garment moving show more than any studio photo. Each product page is also a page that can rank and feed Google Shopping.

Ads that keep working

Meta ads are the main driver for many small brands: short videos, carousels of a collection, people wearing the clothes in real places. Creative fatigue is the biggest problem, so new visuals are needed every few weeks. Retargeting brings back visitors who looked at a product. Google Shopping catches people searching for specific items. TikTok and Pinterest can work for some brands; I run them with a partner and quote them individually.

I measure success by profit after returns, not by ROAS shown in the ad account.

Creators and disclosures

Influencer and UGC content can drive fashion sales, but rules apply. The FTC Endorsement Guides require clear disclosure of paid or gifted partnerships, and brands are responsible for their creators' disclosures. The FTC rule on fake reviews prohibits buying reviews or posting reviews from people who never used the product. I handle influencer marketing through a partner, with disclosures built into every brief.

Claims to watch

"Made in USA" must be true for all or virtually all of the product. "Sustainable", "eco-friendly" and "organic" claims should be specific and supported; the FTC Green Guides cover environmental marketing claims. Textile and wool products have labeling rules on fiber content and country of origin. Check with your attorney when in doubt.

Seasonality

Fashion follows seasons and holidays: spring and fall collections, Valentine's Day for accessories and jewelry, summer, back-to-school, then Black Friday, Cyber Monday and the December holidays, the biggest weeks of the year for most brands. Drops and limited collections create their own peaks. Email lists built in quiet months pay off in Q4.

Working with me

I work remotely with fashion brands anywhere in the US, from studios in New York and Los Angeles to one-person labels in small towns. Calls run on Zoom, reports come monthly, and every account stays in your name. Product photography and branding are done with trusted partners when needed.

A note on drops and launches

A new collection sells best when people know it is coming. A waitlist page two or three weeks before the launch, an email and SMS sequence to subscribers, teaser ads to people who engaged with past drops and a clear launch time create a first-day peak. After the drop, back-in-size alerts and restock emails catch the people who missed it.