Waterproof clothing is an essential wardrobe item for practically anyone living in a temperate climate (which happens to be most of the developed world).
However, the way to market it differs substantially from regular fashion.
People want waterproof clothing to be reliable and functional. Garments that don’t work or fail to keep cool on long hikes won’t go down well.
If you’re unsure how to market waterproof clothing, this post is here to help. We take a look at some of the techniques you can use to convince people you’re selling high-quality clothing that will serve them in months and years to come.
Highlight The Benefits Customers Care About
The first step is to change your marketing to focus less on features and more on the benefits customers care about, such as staying dry in wet conditions. You want to market your clothing as keeping moisture out and providing breathability so people don’t feel like they are wearing plastic bags.
When you focus on the benefits, prospective customers better understand the benefits you offer. It makes it clearer why they should part with their money.
Talk About The Technology You Use
At the same time, you also want to talk about the technology you use to keep your prospective customers dry. Discussing your innovations and patents can inspire confidence and make them more likely to buy.
If you use polyurethane adhesives, nano-technology, or hydrophobics, talk about it on your product pages. Remind customers that you’re more than just a fashion brand; you’re also a company heavily invested in keeping people dry, even in the most challenging conditions.
Use Compelling Visuals
Another strategy is to use compelling visuals. Show customers precisely how garments repel water and keep them dry. Seeing droplets drip off a jacket like water off a duck’s back inspires confidence and makes people want to explore your products further.
Use Influencer Marketing
You should also leverage influencer marketing to sell more waterproof clothing. Unlike regular fashion items, content creators love functional clothing because it provides more opportunities for testing, blogging, and video creation.
At the same time, try reaching out on social media. Show how existing customers are already benefiting from your products and how they are keeping them dry.
The more social proof you can provide, the more authority you will generate in your niche. People will see other customers benefiting from your waterproof technology and want to join in.
Create Educational Content
At the same time, consider writing educational content talking about your waterproof technology and design and how it helps people. The more detailed and nuanced you are, the more audiences will likely see you as an authority and trust what you say without questioning every item.
Providing educational content also helps consumers. It lets them make informed decisions, guiding them toward the products that benefit them the most.
So, there you have it: how to successfully market waterproof clothing. Which of these ideas will you try?