Digital marketing tips from Singapore’s hottest Muslimah fashion brand

Digital marketing tips from Singapores hottest Muslimah fashion brand
Digital marketing tips from Singapores hottest Muslimah fashion brand


According to that Report on the State of the Global Islamic Economy 2015-2016Muslim customers spend an estimated $230 billion on clothes. This quantity is predicted to develop to US$327 billion by 2019, surpassing the present mixed attire markets of the UK (US$107 billion), Germany (US$99 billion) and India (US$96 billion).

Based on these numbers, the Muslim attire market is filled with alternatives. Traditionally, this market has been dominated by extra conservative kinds.

So, is it potential to look trendy as a Muslimah (a Muslim girl) whereas sustaining one’s Islamic values?

That was the inspiration for LULLY SELB, a streetwear brand for contemporary and modest ladies. Founded by two Muslimahs based mostly in Singapore, Selma Bamadhaj and Nur Rulhuda, LULLY SELB is heartbreaking Stereotypes of how a Muslim girl ought to current herself uncompromisingly on her vValues.

But it would not be simple to interrupt the mould and launch a fashion enterprise in Singapore’s largely non-Muslim market. That’s why the duo used social media, content material marketing, and electronic mail marketing to construct consciousness of their brand not simply in Singapore however throughout Asia.

Below, these fashion pros-turned-entrepreneurs share their best-kept digital marketing secrets and techniques for constructing their on-line brand presence.

Break into the fashion business

Why begin a Muslim fashion brand when many shops in Singapore are closing?

Selma explains, “I used to be fairly annoyed that almost all modest put on manufacturers regarded too conventional, too female, too petite and did not have the general aesthetic that I’d put on.”

Selma was so fed up with the shortage of choices that she determined to do one thing about it. She first broke into the fashion business, sourcing modern and cheap items from Thailand and China and promoting them through wheelbarrows and at flea markets.

While promoting just a few gadgets this manner, she realized she wanted to take her brand on-line to extend her publicity. So, like many fashion entrepreneurs, she turned to Instagram to construct her neighborhood.

Involving influencers that resonate with the brand’s story

Unlike many manufacturers that choose influencers solely based mostly on their variety of social media followers, the founders of LULLY SELB choose distinctive people who’re influencers in their very own social circle. They attain out to those influencers to behave as unofficial brand ambassadors who put on their garments and equipment to unfold the phrase about their brand.

As a results of their efforts, the brand as soon as acquired a surge of over 400 Instagram followers in a matter of days when an influencer posted a photograph of her #ootd (outfit of the day).

“By showcasing rising expertise with a persona and magnificence that matches our branding, a better proportion of the influencer’s followers appreciated our web page in comparison with the normal bloggers we had been making an attempt to focus on. Some followers even requested the place to purchase the headscarf featured in her picture. So it was an enormous win for us by way of brand consciousness and incremental gross sales progress,” says Selma.

After preliminary successes on social media, the story of LULLY SELB was picked up on-line Media in Singapore, Malaysia and Qatar.

But whereas LULLY SELB enjoys an growing presence and engagement on social media and its web site, sustaining a gradual low season gross sales stays her greatest problem. To maintain curiosity and demand for his or her merchandise year-round, the 2 present personalised content material to their audiences.

Give followers a glance behind the scenes

By gaining perception into their brand, from the textile design course of to styling tips, the duo has seen a retention charge as much as 40% larger than product- and sales-centric content material.

Selma explains such a case. “We as soon as posted a thought-provoking quote from a preferred Japanese designer and added a query to the caption to see how our followers would react. We had been pleasantly shocked that it achieved a 50% larger engagement stage than our common posts, proving to us that clients wish to be a part of our journey.”

Social media and their web site aren’t the one digital channels they use. They additionally share content material through electronic mail.

To maintain their followers updated through electronic mail, the duo ship out weekly or bi-weekly newsletters to their subscribers.

“We have a mean open charge of 30%, which is about 9% larger than that common open charge for the retail business. We’ve discovered that personalised topic traces like “We know you’ve got been ready for this!” have larger open charges in comparison with ones like ‘New Product Launch’,” says Selma.

Breakout past Singapore market

If you solely take a look at the Muslim inhabitants, it solely is smart 14% Of Singapore’s practically six million residents, LULLY SELB has her sights set on the UK and US subsequent

Selma shares her imaginative and prescient for the corporate. “As an impartial on-line label, we wish to provide our merchandise worldwide. We are presently creating a sportswear line for the Muslimah market. We see an enormous hole and it is a product line that aligns with our brand philosophy. With the fast modifications in know-how, we additionally wish to discover methods to make our web site extra participating and interactive to have interaction present and potential clients around the globe!”

Best Advice from Selma and Just for Fashion Entrepreneurs

• It could be overwhelming when issues are always on the transfer, particularly in a digital world. It turns into much more vital to remain true to your brand values ​​and perceive your viewers so you possibly can proceed to study and develop.

• Don’t assume that your job will end result within the creation of a novel product. You ought to put twice as a lot effort and time into marketing and retaining your present and potential clients.

• A expensive mistake is creating a product with out thorough analysis. While it is enjoyable to squeeze all of your inventive juices, it is vital to strike a steadiness between inventive enter and industrial worth.

Want extra sensible tips for digital marketing and on-line PR? Of course you do! So comply with me now on LinkedIn and Twitter (@RealJoeEscobedo).


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