Not "Hugging" Your Customers Could be Preventing Big Results In Your Fashion Business

Most fashion designers think that to grow a successful fashion business all you need are fantabulous unique designs, customer acquisition, sell as many products as you can and make great profits.

I understand why you think that….It’s what everyone told you: college tutors, business books, the marketing guru’s, your bank manager,  business advisors…!   We are conditioned to believe that business is all about the cold bottom line and that we have to focus only on the intellectual aspect of a sale....  But,  have you ever wondered why 60% of UK businesses that put blood sweat and tears into great products, sales and profits fail in their first three years.

Don’t get me wrong….you do need fabulous unique products, sales and profits to grow a successful fashion brand…..However what is very often missed is the EMOTIONAL CONNECTION.   Building strong emotional connections with both your customers and your team will form strong lasting relationships that keep your customers returning, increase profits and catapult your business to the next level.

Most Floundering Fashion Designers never consider the fact that attracting and retaining both a good team and loyal customers is essential to the success of your business.   In fact two of the most likely reasons the Floundering Fashion Designer fails is because they didn’t assemble a good enough team or pay enough attention to their customers.  

Your customers and your team are human beings and what all human beings crave more than anything else is ATTENTION!… To feel special, cared for, thought of, catered to and heard!

Now consider how “HUGGING” your team and customers could help grow a successful business that will last much longer than a few years!

I’m not a hugger.....  Us Scots are not really a nation of huggers!….. But in business I have learned the effectiveness of “hugging” not as a squishy touchy-feely situation but as a metaphor for appreciating your team, exceeding customers expectations, truly understanding customers values and showering them with attention.

Every Influential Fashion Entrepreneur realises that in order to offer customers a truly outstanding experience their team must be on board, which requires internal marketing.

• Internal marketing is the interaction between you, the business owner and your team.   
• External marketing involves the interaction between your team and your customers. 

Internal Marketing:

Your company depends on having a happy, effective and loyal workforce so it pays to inspire and motivate your team.

Who provides the outstanding service to your customers?   It’s not just you, its also your team…  And how can you expect your team to truly understand your customers and exceed their expectations if you don’t empower and enable them to do that?   Your team are your greatest asset when it comes to customer service so obviously you should want to understand and take care of them!

It’s the little things like remembering and celebrating birthdays, listening to their ideas and making them feel included that can make a huge difference to your teams’ morale and retention.

Create an environment where your team can shine and make you proud.   Where they will want to go the extra mile for your customers because they love their job.  Steve Jobs said:   "It doesn't make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do.”  

External Marketing:

Nowadays, satisfying customers is not enough.   It is no longer just about making a sale. You also have to create RAVING FAN CUSTOMERS by providing extraordinary customer service and being proactive in building strong relationships.  Its about really caring for your customer and putting them above everything else. 

Focusing on the emotional connection as well as the intellectual aspect of a sale will form strong lasting relationships that keep your customers returning, increase profits and catapult your business to the next level.  You want your customers to think. ”WOW!.. This brand really does care about me!”  

Here is an eight step process from Pillar One of the 3 X Launch Formula in Fashion Entrepreneurs Academy on how to  give “Hugs” in your business:

1. Never underestimate the power of FIRST IMPRESSIONS.   The first impression anyone has of you or your brand will stay with them at a subconscious level.    You want that first impression to be a positive one  that engages your customers and eventually turns them into loyal fans.

2. What do your customers REALLY REALLY REALLY WANT?  Learning what will make your customers HAPPY is the most important thing you can do to make your business a success.  Your customers should be the centre of your company’s world so listen and learn from them!    For example where they will be wearing the outfit? do they have a special event coming up? etc.  The more information about their lives you can elicit the more you can predict what they will want to buy, what type of shopping experience is important to them and what will make them feel valued and special . i.e.: 

• You can learn their likes and dislikes (which results in less returns); 
• If they prefer leisurely, fun shopping with friends; 
• If they prefer a quick, efficient easy purchase; 
• If they appreciate style advice; 
• Same day delivery; 
• If they are they relaxed about long delivery times to receive i.e. a more exclusive limited edition product.

3. YOUR TEAM are your greatest asset when it comes to customer service so obviously you should want to take care of them.   You need to show compassion and understand your team.   Inspire, motivate and enable your team to exceed customers expectations with exceptional customer service.

4. Focus on building RELATIONSHIPS.  Engage in one-on-one conversation with your customers at every opportunity and motivate your team to do the same.   This helps to form a personal connection to you and your products and builds the “know like and trust” factor which is essential to achieving sales.

5. The sale is not the end and BEAR-HUGGING your existing customer is much more efficient than letting them go and constantly attracting new clientele.     It’s so easy to become pre-occupied with new customer acquisition and forget how important your existing customers are.  However it takes at least five times the amount of resources, energy and cost to attract a customer than it does to retain an existing customer.   So, make the sale a special experience and follow it up by making them feel valued and appreciated so that they develop loyalty towards your brand.  Loyal customers buy more products, return fewer items and will be more forgiving if you do something wrong. 

6. Do your RESEARCH to see what your competitors are doing in the area of customer service.

7. Have a specific location on your website devoted to CUSTOMER SERVICE with a phone number and email address.

8. Write a list of the different “HUGS” you can give you customers.   How can you exceed your customers expectations with unexpectedly good service?   It could be something as simple as:

• Designing products with your customer in mind;
• Creating a shopping experience you know your customers will love;
• Creating marketing content and events with your customer at the core;
• A hand written thank-you note; 
• Delivering earlier than promised; 
• Putting additional effort into the ambience and feel of your selling space;
• Providing a memorable experience; 
• Free alterations; 
• Free repairs; 
• How you package and ship your products; 
• Your quality control; 
• Events or lunch for your top customers; 
• Private appointments; 
• Loyalty cards; 
• Sending flowers; 
• Birthday gifts. 

Shower them with attention and ensure that everyone in your team embraces this philosophy.  If you want some tips on how to personalise you sales Jack Mitchells’ book  "Hug Your Customers" is an interesting read.

For a business to survive we always hear it's all about “location, location, location”. However when selling on-line the location is irrelevant.  It’s about “Service, Service, Service!  And being consistent with it.

You , and in fact all your team should spend some time with your customers, getting to know them, whether that’s real life chatting on the shop floor,  virtual email and DM’s or hosting social events to become acquainted.

Joseph Ettedgui founder of the retail empire, Joseph was always on the shop floor of his London Sloane St flagship store.   I remember once, in the 80’s buying an outfit to meet Princess Di.   He came over and started chatting.   I was just a college graduate and he was one of the most famous boutique owners in London….But he made me feel really special….  and of course I bought the dress!!

If you don’t start “hugging” your customers and your team you will:

• Continually be spending huge amounts of money, resources, time and energy to attract new customers;
• Receive lots of returns;
• Receive lots of complaints;
• Create a toxic work environment;
• Create a culture of blame;
• Not be able to attract or retain the best team members;
• Not know what your customers actually want so are unable to design products that sell.

So, lets recap the 3 X Launch Formula's eight step process:

1. Create a positive FIRST IMPRESSION that engages customers.
2. Learn what will make your customers HAPPY.
3. YOUR TEAM are your greatest asset when it comes to customer service.
4. Focus on building RELATIONSHIPS  to build “know like and trust”.
5. BEAR-HUGGING your existing customers is much more efficient than constantly attracting new customers.   
6. RESEARCH to see what your competitors are doing for customer service.
7. Have a specific CUSTOMER SERVICE location on your website.
8. Write a list of the different “HUGS” you can give you customers  to exceed their expectations.

Bear in mind that this is just a very small portion from Pillar One of the 3 X Launch Formula  and to grow a fashion business you also need to learn how to create a unique desirable product that will sell, how to develop systems and prepare for growth.

Now, do you really want to operate with the mentality of just accumulating customer growth without really getting to know and care for your team or customers?

If not, join the waitlist for Fashion Entrepreneurs Academy and finally learn how to build a brand that will stand the test of time! 

CLICK HERE TO JOIN THE WAITLIST FOR FASHION ENTREPRENEURS ACADEMY