If you already own an online store and are planning to expand into selling clothes or if you are considering starting a brand-new online clothing store, then this article is for you!
As you already know, not everyone likes buying clothes online. Many people like to see the clothes first, touch them, feel the fabric and try them on before making a purchase decision. And those who do buy clothes online may only limit this to certain types of clothes.
So, who is the target market for an online clothing store?
To understand the profile of your online clothing store’s ideal customer, you will need to delve into people’s motivations for buying clothes online. So why does someone go online for their clothes? Is it the convenience? The cost? Or more choice?
In this article, we will study the target market for an online clothing store by analyzing the motivations that people have for buying their clothes online rather than going to a brick-and-mortar store. We will also share some tips on what you can do to attract different segments of the market to your online store.
Keep reading!
Understanding the Target Market for an Online Clothing Store
To best understand the target market for an online clothing store we will analyze the main reasons why someone prefers buying their clothes online.
By understanding the consumer’s motivations you will be able to better select the types of clothes to sell in your online store and create marketing programs that will attract them to your brand.
So, if we were to classify the market based on need, we get the following customer segments:
- People who like the convenience of online shopping
- People who like shopping online to get a better deal
- People who like having choices in terms of style and design
- People who look for products only found online
- People who have difficulty finding clothes that fit
- People with a specific style or taste that is not met by traditional stores
- People who buy the exact same clothes each time
Let’s dig deeper into each of these segments.
1. People who like the convenience of online shopping
For most customers the prime motivation for buying clothes online is convenience. In our fast-paced world, time is a precious commodity and many people simply do not have the time to go from store to store looking for clothes.
You should take the time to get to know this ‘I Don’t Have Time’ Customer. They usually include busy professionals and parents juggling work and family.
If you are targeting this segment of the market, then your online store should be designed for ease of use and a quick checkout process. You will also want to offer fast shipping and delivery options.
To reach these customers, your marketing efforts should focus on how your online store can save them time. You can use slogans like ‘shop from the comfort of your own home’ or ‘we make online shopping easy’.
You can also target these customers by advertising on platforms that they are already using to save time, such as online grocery stores or food delivery apps.
2. People who like shopping online to get a better deal
There are always customers looking for a better deal and they often flock to the internet to find it. These ‘Deal Hunters’ are always on the lookout for sales, coupons, and discounts.
This segment of the target market for an online clothing store is the cost-conscious shopper who knows that they can find clothes cheaper online than in brick-and-mortar stores and you can bet that they will visit several online stores to compare prices before making a purchase.
To reach these customers, your marketing should focus on the savings that they will make by shopping with you. You can use slogans like ‘up to 70% off retail prices’ or ‘discounts on your favorite brands’.
You should also consider running sales or promotions on specific items or offering discounts for bulk purchases. You can also offer loyalty programs or rewards for customers who shop with you frequently.
3. People who like having choices in terms of style and design
Many people feel that brick-and-mortar stores are restricted in the choices that they offer in terms of style and design. These shoppers are looking for something specific and they often turn to the internet to find it.
This segment of the market is willing to spend more time shopping online because they know that it will take some time to find exactly what they are looking for.
To reach these customers, your marketing should focus on the breadth of selection that your online store offers. You can use slogans like ‘find your perfect match’ or ‘endless possibilities’.
You should also highlight the unique and hard-to-find items that you offer on your website and in your social media posts. And don’t forget to show off your latest arrivals to keep these customers coming back for more.
4. People who look for products only found online
Some clothes manufacturers choose to only sell their products online. This may be because they are a new brand or because they cater to a niche market.
Whatever the reason, these shoppers know that they need to go online to find the products that they want. And once they find a store that carries the items they are looking for, they are likely to become loyal customers.
To reach these customers, your marketing should focus on the unique products that your store offers. You can use slogans like ‘we’ve got what you’re looking for’ or ‘one-of-a-kind products’.
5. People who have difficulty finding clothes that fit
Some people simply cannot find clothes in their size in traditional stores. The reasons are varied but often such clothes can only be found online in stores that specialize in certain types or sizes of clothing.
These shoppers are often loyal to the online stores that they find because they know that it can be difficult to find what they are looking for elsewhere.
To reach these customers, your marketing should focus on the fact that you carry clothes in their size. You can use slogans like ‘we’ve got your size’ or ‘clothes that fit’.
6. People with a specific style or taste that is not met by traditional stores
Some people looking for clothes with a specific style or design. And often they cannot find what they are looking for in traditional stores. They may be looking for vintage clothes, punk clothes, gothic clothes, or plus-size clothes.
These shoppers go online to find the stores that cater to their specific tastes.
If you are trying to reach this niche with your online clothes store remember that you may have a hard time catering to other niches because your brand will be associated with the niche you serve. But you can certain that these customers will be loyal to you because they will not easily find what they are looking for elsewhere.
7. People who buy the exact same clothes each time
Finally, there are certain types of clothes that many people will buy the same, year after year. This could include underclothes, t-shirts, socks, etc.
In this case, customers know precisely what they are looking for and won’t bother browsing multiple stores online. If they had a good experience with a store in the past, they will likely go back to that same store to buy the same clothes again.
To reach these customers, your marketing should focus on the fact that you offer quality clothes at a good price. You can use slogans like ‘the same great quality’ or ‘low prices all year round’.
Summary
The primary target market for an online clothing store includes people who love the convenience of online shopping. Either they have no time to go shop in a store or they have no patience for it.
Sometimes this market includes busy parents who will prefer to buy clothes for their kids online knowing that in a few months they will need to replace these clothes with new ones.
Some people prefer to shop online for clothes because they can compare prices across different stores quite easily. They can also shop around for different styles and designs.
Other people can only find the clothes in the sizes or styles they are looking for in an online store. These customers often tend to be loyal customers as they know they cannot find what they need in a traditional store.
And finally, people who always buy the same clothes – like socks, underwear, diapers, etc – will simply do this online as there is no benefit in going to a brick-and-mortar store.
So, as you plan to start your online clothing business be sure you are clear about which of these main customer segments you are targeting so that you can carry products that your customers will want and design marketing programs that will attract them to your store.
