Remember that iconic scene in The Devil Wears Prada where Miranda Priestly (Meryl Streep) schools the room by saying, “Florals for spring? Groundbreaking.” That scene continues to be quoted in the fashion industry and beyond because Miranda so firmly rebuked the cliché and expected – and made it clear that she would settle for nothing less than completely innovative content for her magazine’s readership. Keeping this in mind, there’s a lot you can learn from Miranda as you begin to update your company’s website for spring. Namely, that played-out patterns and boring content don’t pack a strong enough punch to inspire your customers to make a purchase. However, with an awareness of industry trends and a willingness to put in a little thought into your seasonal creative strategy, you can greet the warm weather with an impactful website that’s fully optimized to sell!
Let’s take a look at 3 fast and economical ways you can quickly transition your online catalog from winter to spring.
#1. Lighten Up Your Background Colors
The new season comes with a bevy of pastel and earth tone-inspired holidays that include St. Patrick’s Day, Easter, Mother’s Day, May Day, and Earth Day… among others. As a result, customers move from the deep, jewel tones of the holiday season to pastels and neutrals for spring. To appeal to this change in consumer preference, switch your website background to a lighter color palette for the warmer months. Now whatever the season, your background colors should still reflect the style of retail business you’re running – so don’t opt for pastel flowers if you’re in charge of a house of leather – but instead opt for an earth-tone or woodsy pattern that feels authentic to your biz. By switching things up a bit for each season you will be able to keep customers engaged with your website and actively browsing your online catalog year-round.
#2. Stream Different Imagery on Social Media
By late February it’s safe to assume that most customers in colder climates have had it with the ice and snow. Part of your job as a retail business owner is to always present your customers with something that excites them… so as soon as the weather starts to get a little bit warmer, help customers look forward to the warm months ahead by sharing spring and nature-inspired imagery on your company’s social media profiles. Image specifics will vary slightly depending on your inventory, but pics of people using or wearing your products while enjoying the warm outdoors are a definite win. The challenge is to set yourself apart from the pack with your social media imagery this year, so while it’s fine to draw on seasonal tropes (ahem, florals), try to do so in a way that’s unique to your company.
#3. Highlight Seasonal Trends for 2018
On the topic of keeping things fresh, it’s always beneficial to highlight seasonal trends on your website and social media profiles. Focus on selling transitional products to take customers from winter to spring – whether it’s an essential oil to help customers stave off those mid-season bugs or a pair of rain boots to wear on the wet final days of winter – there’s a marketing opportunity for every type of inventory. As far as fashion and beauty trends for Spring 2018, look for lavender-hued items, lots of fringe, ginormous accessories and plenty of checkers… and don’t hesitate to whip out those delightfully eclectic animal prints! Make it your goal to be the first company in your specific corner of the web to implement one of the Spring 2018 trends that you know will resonate best with your target demographic… and do it well. Then, stream the heck out of the images on your website and on social media to gain a reputation as a first-responder to trends in your specific category.
The change of season is a great opportunity to make slight yet impactful changes to your website and social media presence. Set your company apart during Spring 2018 with a killer website background and kick-butt social media imagery – and master a new trend to create an unforgettable online shopping experience along the way.
Discover the perfect trends for your store at ASD Market Week, held at the Las Vegas Convention Center, March 11th-14th of 2018.
Take advantage of ASD Market Week’s 90+ free retail strategy sessions this March 11-14, 2018 in Las Vegas.
By Jasmine Glasheen, RetailMinded.com