The pros and cons of outsource marketing for fashion companies
You need to make a big impact if you're going to outgrow competitors, but that's easier said than done. The bar has been set high, and marketing for small fashion companies now involves social media, influencer marketing, video content, paid promotions, etc.
With so much on the line, you have to make the important decision about whether to outsource your marketing by hiring an agency or manage all of your promotional activities yourself. The truth is, there are pros and cons for both solutions. It will ultimately come down to what's most important for your brand.
To choose an agency or not to choose an agency?
You have a full marketing team at your disposal
This is an especially important factor if we are talking about a small or medium sized fashion company. If you hire an agency, you don't just benefit from having a campaign manager who runs your ads. You also gain access to a full marketing team most likely integrated by at least graphic designer, a videographer, a social media strategist, and a copywriter.
Expertise from experienced professionals
An professional marketing agency will advise you and help you build a tailored strategy that will work for your company based on their experience with other businesses in the fashion industry. Perhaps your customers are on Instagram, but not Pinterest - or the other way around. This kind of information takes the guesswork out of the equation.
Benefiting from professional tools
It may not be in your budget to invest in the latest marketing software to run professional campaigns, but for sure an experienced communications or marketing agency will have them.
Your account managers will use a variety of tools to automate your email campaigns, measure your social media impact, visualize your website's analytics, and track your rankings in search.
When you pay an agency to run your promotions, you can guarantee they will put in the daily work to get results. They won't get too busy fulfilling orders, or doing inventory, or negotiating with vendors. You, however, might. Their number one job is to manage your marketing efforts so you don't have to.
Outsourcing can be expensive. The bigger the agency and the better the resources, the higher the fees you can expect to pay. Some agencies charge on a per-project basis, while others expect you to sign a 12-month contract.
You give up creative control
Your brand is everything to your business. You win and lose customers based on the way your products are presented. It's a risk to hand over creative control to an agency. What if they just don't get it? It's critical that you can trust your agency to execute your vision and stay true to your brand identity.
Success is not guaranteed
For as much money as you spend on an agency, there is no guarantee that the work they do will be a success. Any honest agency will tell you this. What they can give you are benchmarks and examples of results they've generated for companies like yours in the past.