Perceive the ability of storytelling
“Social shouldn’t be for gross sales,” mentioned By no means Totally Dressed’s Aylen. “That’s what the web site is for. Social needs to be individuals shopping for into the model, then loyalty turns into a lot stronger. You promote the dream after which the specifics come.”
Odd Muse’s Smale agreed: “Socials are for experiencing the model.”
Aylen added that she “took it as a right that individuals knew we design all of our prints in home”. She added that group members will select particular shells to be scanned for prints: “That is actually distinctive for a £100 gown,” she says.
Social media is used to share behind-the-scenes exercise at their respective manufacturers.
“A narrative makes you wish to purchase one thing much more,” mentioned Smale, who travelled to China to go to suppliers, taking her clients on the journey by way of socials.
“Lots of people problem ‘made in China’ however individuals don’t see [behind the scenes],” she mentioned. “I’m decided to point out that our manufacturing course of is wonderful. Our suppliers are so good at what they do.
“You must put out content material that you simply wish to obtain,” she continued, “[asking yourself:] ‘Would I like that? Would I wish to see that?’
“Folks on social wish to study,” she concluded. “The whole lot you set out has to show them one thing about your model, themselves or the product. At all times attempt to problem your self to show individuals on social.”
Discover your platform
“Once I began Odd Muse [in 2020, during lockdowns], TikTok wasn’t a spot for manufacturers,” mentioned Smale. “Instagram has a lot stronger group.” Odd Muse used TikTok to “construct a group and love for the model”.
“Instagram has all the time been wonderful platform for us,” she continued. “TikTok is one thing we use for consciousness.”
Smale added that the model used to depend on TikTok for gross sales, which “wasn’t a pleasant time”.
She makes use of hidden Reels, which don’t present on the primary grid, on Instagram to repost well-performing TikTok movies.
“You can even talk aesthetically on Instagram, which you’ll be able to’t do on TikTok,” she continued.
Know your buyer
By no means Totally Dressed, which makes product in UK ladies’s sizes 4 to 30, sells into 140 nations.
“This brings sizing challenges,” says Aylen. “There are product-specific challenges for various items.” She stresses the significance of content material that can apply totally different factions of By no means Totally Dressed’s “broad church” of consumers. “Totally different territories have totally different behaviours.”
Cease chasing virality
Aylen defined that within the early days of TikTok, “everybody chased that viral spike”. “Viral spikes are usually not sustainable,” she mentioned, including that demand for a particular viral product could lead to a bunch of returns, at which level the product is not fascinating.
Smale added that somewhat than trying viral moments, which she described as “electrical”, Odd Muse is “targeted on reaching a smaller quantity of individuals however they’re our individuals, our buyer.”
Have the suitable group
“Herald a youthful group,” mentioned Aylen. “I take recommendation from my youngsters as a lot as I’d a guru.”
“Over-complicating issues is a giant factor [with bigger teams],” mentioned Smale, who enjoys the flexibleness inside her group at Odd Muse.
“And work with individuals you want,” concluded Aylen.
