The fashion industry is one that is filled with glitz and glamour, lots of catwalk shows and plenty of famous faces. With so many fashion brands in the marketplace, making a customer want to part with their money for your brand can be a challenging one. This is why we see so many promotional channels used by fashion brands both online and offline, and one popular promotional tool is the use of printed leaflets. Today we take a look at the role of leaflets in the fashion industry, and what you need to consider when designing for it.
(Image source – LobangHub.com)
Why do fashion brands use leaflets?
Leaflets are extremely popular instore for many fashion brands and retail shops as they can be a great way of informing customers about new fashion ranges, latest offers and best sellers. Many online fashion outlets like ASOS and River Island will use leaflets as part of direct marketing campaigns based on previous purchase habits. Leaflets are also often added to packages as they are delivered to customers. These will have many different messages ranging from special offers, discount on next order or some information on the brand itself. With so many uses for leaflets in the fashion industry, here are 3 tips that every fashion brand or retailer should remember when creating printed leaflets.
Tips for designing printed leaflets for fashion industry.
1. Let the image shine
We have talked regularly in the Digital Printing blog about the role of images in print and when it comes to the world of fashion, images are everything. Customers will buy firstly with their eyes, whether purchasing instore or online, so you need to make your products look appealing in your leaflet. Let the image be the star of the show. Whether it is a dress, jacket, pair of shoes or jeans, you need to make them really appealing to your customer base. Ensure your images are professionally shot and high quality. A glossy finish to your leaflet can give a nice shine to make your images (and products) look even more appealing to your customers.
2. Include the key features
When it comes to using a leaflet or flyer in the fashion industry, it is important to list the key features of your products. This includes things like colours and sizes available, materials used, the cost and even a short description that will really help to sell your product. Remember, a leaflet is all about providing information to customers, so use this space to explain the key features of your product. Don’t go into too much detail though as the image of your item of clothing should still be the star. The key features should help make customers make an informed decision on whether or not they want to purchase the item.
3. Think of the colours for the ‘season’
The fashion industry more than any other industry, can change in any week. What was on trend one minute may no longer be seen as fashionable. This is certainly the case when it comes to colours, with bright vibrant colours often being the order of the day in the summer months while lighter, more neutral shades work well in autumn and winter. Research the colours that are in for the season that you plan to use your leaflets and try to incorporate these somewhere within your design, even if it is just subtle colours. With so many blogs, websites and magazines talking about what is on trend in the fashion industry, it’s best to have your finger on the pulse when it comes to picking colours, than going with something that will need changed again in a matter of weeks.
Don’t forget an offer
One final tip is to be generous with your offers. Give your customers a reason to pick up your leaflet or hold onto it and not throw it into the bin. Free delivery, a gift when you order or a discount code are just some of the offers that many fashion companies include on leaflets and flyers.