Module 6: Overview of Marketing Channels for Fashion
Alright, now that we’ve covered the foundations, let’s talk about where you actually need to show up. There are a lot of marketing channels out there, and it can feel overwhelming trying to be everywhere at once.
Spoiler alert: you don’t need to be everywhere. In fact, trying to be on every platform usually means you’re not doing any of them well.
What Is a Marketing Channel?
A marketing channel is simply a place where you can reach your potential customers. For fashion brands, these usually include:
- TikTok
- Your website/blog
- YouTube
- LinkedIn (mainly for B2B fashion businesses)
- In-person events (markets, pop-ups)
- Wholesale partnerships
- PR and press features
- Your email list
- Your website
- Your blog
- TikTok
- Film yourself packing an order (TikTok video)
- Pull stills from that video for Instagram stories
- Write an email about your packaging choices
- Create a Pinterest pin showing your beautiful packaging
- Add a blog post about sustainable packaging
- Your primary channel (where you’ll focus most energy)
- Your secondary channel (where you’ll maintain consistent presence)
- Your owned channel strategy (likely email – we’ll talk about building your list later)
The Two Types of Channels
It helps to think about channels in two categories:
Owned Channels: You control these completely
These are gold because no algorithm can take them away from you. If Instagram disappeared tomorrow, you’d still have your email list.
Rented Channels: You’re borrowing space on someone else’s platform
These can be amazing for growth, but you’re playing by their rules. Algorithms change, platforms can shut down, accounts can get hacked. This is why you always want to drive people from rented channels to your owned channels (especially email).
Where Fashion Customers Actually Are
Here’s the reality: your customers are probably on multiple platforms, but they use each one differently.
Instagram: They’re browsing for inspiration, following brands they love, shopping through posts and stories. This is where they discover you and stay connected.
TikTok: They’re entertained, learning, and discovering new brands through viral content. They’re not necessarily in shopping mode, but they can be influenced to check you out.
Pinterest: They’re actively planning and searching. They might be searching “summer wedding guest dress” or “minimalist jewelry outfit ideas.” They’re in research mode.
Facebook: Honestly, younger audiences aren’t really on Facebook anymore. But if your target customer is 35+, Facebook groups and ads can still work well.
Email: They’re in their inbox checking for important messages. If they’re on your email list, they’ve given you permission to reach them directly. This is incredibly valuable.
How to Choose Your Primary Channels
Instead of trying to be everywhere, pick 1-2 primary channels and maybe 1 secondary channel. Here’s how to choose:
Where does your target customer spend time?
If you’re designing for Gen Z, you probably need to be on TikTok. If your customer is a professional woman in her 30s-40s, Instagram and Pinterest might be better.
What kind of content do you enjoy creating?
If you hate being on camera, TikTok might not be your jam. If you love styling and photography, Instagram could be perfect. If you’re a strong writer, maybe a blog or email-focused strategy works better.
What makes sense for your products?
Highly visual products (clothing, accessories) do great on Instagram and Pinterest. Products with a story or process (handmade, sustainable) can shine on TikTok where you can show behind-the-scenes content.
Real Examples
Let’s look at how different fashion designers might approach this:
Designer A: Makes bold, colorful statement jewelry
Primary: Instagram (highly visual, great for showcasing different styling options)
Secondary: Pinterest (people search for jewelry inspiration)
Owned: Email list for launches and sales
Designer B: Creates sustainable, minimal basics
Primary: TikTok (can show the making process, educate about sustainability)
Secondary: Instagram (product photography, customer photos)
Owned: Email list for storytelling and deeper connection
Designer C: Designs luxury eveningwear
Primary: Instagram (sophisticated aesthetic, aspirational content)
Secondary: Pinterest (brides and event-goers searching for dress ideas)
Owned: Email list for VIP clients and custom orders
The Multi-Channel Strategy
Here’s how these channels often work together:
Someone discovers you on TikTok → Checks out your Instagram → Signs up for your email list → Sees a launch email → Visits your website → Makes a purchase
Or: Someone searches Pinterest for “ethical fashion brands” → Finds your pin → Clicks to your website → Browses → Leaves without buying → Sees your Instagram ad (retargeting) → Comes back and purchases
This is why you don’t need to pick just one channel, but you also don’t need to be on every single one. You want to create a path that guides people from discovery to purchase.
Start Where You Are
If you’re already on Instagram and have been posting there, that’s probably your starting point. Don’t abandon what you’ve already built just to chase the newest platform.
But if you’re starting completely from scratch, look at where your target customer is most active and where you feel most comfortable creating content.
The Content Multiplication Strategy
Here’s a smart approach: create content once and adapt it for multiple channels.
For example:
One piece of content, five channels. This is how you can show up consistently without burning out.
What About the New Shiny Platform?
Every few months there’s a new social platform that everyone’s talking about. Should you jump on it?
My advice: wait and see. Let the early adopters test it out. If your target customer actually migrates there and stays, then consider it. But don’t abandon what’s working just to chase the new thing.
Your Action Step
Based on everything you’ve learned so far about your target customer, your brand, and your strengths, write down:
In the next few modules, we’ll dive deep into the platforms most relevant for fashion brands: Instagram, TikTok, and Pinterest. You’ll learn exactly how to use each one effectively.
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