Why Customer Retention Is the Most Underrated Growth Strategy in Fashion
We've all been taught that growth means more followers, more traffic, more new customers. But what if your biggest revenue opportunity is sitting right there in your existing customer base? McKinsey's 2026 report named retention as the number one theme in fashion this year, and most brands are barely touching it. Let's talk about why, and what to do instead.
Customer retention is the single most powerful growth strategy most fashion brands are overlooking. And in 2026, the data backs that up louder than ever.
Here's something I've noticed from working with fashion founders over the last few years. When a brand comes to me and says "I want to grow," my first question is almost never about their social media. It's not about their press features. It's not about ads.
It's: what's happening with the people who've already bought from you?
And almost every time...there's this pause. This little moment of "oh. I haven't really thought about that."
Which, honestly? Makes total sense. Because we've all been taught that growth means more people, not deeper relationships with the ones we already have.
McKinsey's 2026 State of Fashion report named customer retention as the number one strategic theme for the industry this year.
Not new customer acquisition. Not viral marketing. Not AI.
Retention.
And yet most of us (me included, once upon a time 😅) pour the majority of our energy into attracting new people while our existing customers are just...there. Waiting. Already sold on what we do.
So let's talk about why that happens, what it's costing you, and what the fashion founders who are scaling are doing instead. Because spoiler: it's not complicated. And it's actually kind of lovely.
Let's go!
If you're a fashion brand owner who wants more tips on running your business without burning out, I share stuff like this every Tuesday in my free newsletter, Designer Diaries. You can sign up free by clicking here.
Why We've All Been Taught to Chase New Customers
Right, first things first. If you've been focussed almost entirely on getting new eyeballs on your brand? Welcome to the club. Genuinely, we've all been there.
Because that's what every piece of marketing advice tells you to do, isn't it?
Grow your following. Run ads. Get more traffic. Reach more people. Post more. Be more visible. Get "out there."
Social media platforms are literally designed around this.
And most of the marketing advice out there for fashion brands is geared toward startups who don't have customers yet.
But here's where it gets interesting.
If you've been running your brand for a while...you've probably outgrown that advice without even realising it. Because when you already have customers who've bought from you, loved what they received, and told their friends about it? The playbook changes completely.
The problem is, nobody really shouts about that shift. So we keep doing what worked at the start, chasing new people, when the real opportunity has been quietly building right under our noses the whole time.
This is the part nobody puts on Instagram, isn't it. 😬
What This Imbalance Is Actually Costing You
OK so here's where it gets a little bit uncomfortable. But in a good way, I promise. Because once you see this pattern, you can't unsee it, and that's when things start to shift.
When most of your marketing energy goes toward acquisition and very little goes toward retention, a few things tend to happen. And they're sneaky, because they don't look like a retention problem on the surface.
Revenue starts feeling like a lottery.
Great months. Quiet months. Absolutely no idea what's driving the difference. You might blame the algorithm, or the time of year, or Mercury being in retrograde (no judgement, I've been there 🤣).
But often what's actually happening is that every sale is essentially a first-time sale. There's nothing structured bringing people back, so you're starting from scratch every month. And that's exhausting.
"Why do I have amazing weeks followed by absolutely nothing?"
If that thought has crossed your mind...yeah. You're not alone.
Every sale feels like it's getting harder.
Here's the thing about 2026: getting a new customer's attention is genuinely expensive right now. Ad costs are up. Organic reach is taking more and more energy. AI is answering people's questions before they even get to your website.
Meanwhile, someone who's already bought from you? Who trusts your quality, knows your sizing, gets that little buzz of excitement when they see your name in their inbox? They need a fraction of that effort to buy again.
The data on this is actually wild. Acquiring a new customer costs anywhere from 5-25 times more than keeping an existing one.
5-25 times more expensive 😳
So when most of our energy is going toward the hardest, most expensive way to make a sale...while a much easier path is sitting right there? That's worth paying attention to.
A Quick Story (Because I Think This Lands Better Than Data)
Not long ago, I was going through my own email subscriber list. Not for a launch, not to promote anything. Just...having a look. And I found someone who'd been subscribed since 2022.
2022! That's years of quietly opening my emails, reading my content, being part of my world.
And I suddenly realised I'd never once reached out to them personally. Not once. So I did. Just a simple message: thanks for being here, I really appreciate it.
No pitch. No CTA. No "and by the way, here's my latest offer." Just a genuine thank you.
Not long after, that customer made a purchase from me.
And it made me think...how many of us have people like that? People who've bought from us, or subscribed, shown up consistently...and we've been so busy trying to find the next person that we haven't stopped to look after the ones already here?
I'm definitely guilty of it. Most of us are. It's not that we don't care about our customers (we obviously do). It's just that the "get more people" drumbeat is so loud that the "look after your people" bit gets drowned out.
But when you flip that? When you actually turn your attention to the people who already love what you do? That's when things start to get really exciting.
Wondering where your biggest growth opportunity is right now and what to work on next? Take my free quiz and find out in a couple of minutes.
What the Fashion Brands Who Are Growing Do Differently (And It's Honestly Quite Simple)
Right, so what does great retention actually look like for a fashion brand? Because I promise it's not some fancy-but-complicated system, or a £10k CRM software. It's much more human than that.
They get excited about their "small" audience.
OK, this is one of my favourite reframes ever and I will not apologise for banging on about it. 😅
Imagine every person on your email list physically walked into your pop-up shop right now. If you've got 100 subscribers? That's 100 real humans standing in your space. You'd be buzzing. You'd be running around trying to talk to everyone.
But when it's a number on a screen, suddenly it's "I've only got 100 people on my list."
ONLY?!
Those people have raised their hand and said "I'm interested in what you do." At premium price points especially, you don't need tens of thousands of fans. You need a smaller group of people who genuinely love what you create and keep coming back. That's worth more than a massive, disengaged audience who couldn't pick your brand out of a lineup.
Quality over quantity. Always.
They make it personal (and it's their superpower).
Here's something the big brands can never compete with you on: you can actually know your customers.
You can reply to their DMs yourself. You can follow up after a purchase and ask how they found it. You can reach out when something new comes in and say "I thought of you when I designed this." You can send a genuine thank you that isn't automated.
That kind of personal connection? It's a smaller brand's single biggest competitive advantage. Nobody tries to build a relationship with Nike because they know there’s a massive team of people working there. But when you as the founder show up, the actual human behind the brand? People notice. They feel it. And they come back.
And it's not just small brands doing this.
When I worked for Boden - who reported sales of £161.7 million last year - the founder Johnnie Boden would sometimes answer customer service calls.
Because he loved speaking to customers, hearing about their day, learning what they loved about the brand and what they didn't. And that customer data? It's pure gold. And a customer's reaction when they realise it's Johnnie himself? Priceless!
I always used to love overhearing those convos!
Think about the brands you're loyal to. The ones where you don't even consider shopping elsewhere. There's a reason Apple customers don't compare phones when it's time to upgrade. They just buy the next one. The experience was that good. The trust runs that deep.
That kind of loyalty? It's available to you too. Especially if you're on the smaller side, where every interaction can feel genuinely personal. Being a smaller business isn’t a limitation. It's your edge.
They care about what happens after the sale.
Most of us put all our creative energy into the journey before someone buys. The content, the ads, the product page, the checkout experience. And then...tumbleweed.
But the brands that grow consistently? They care just as much about what happens next. The follow-up message. The styling tip. The "you might also love..." recommendation based on what they bought. The early access to new pieces before anyone else sees them.
None of this is complicated. It's small, thoughtful touches that make someone feel remembered and special. And they compound over time into something beautiful: customers who become your biggest champions. They recommend you to friends. They tag you on social without being asked. They come back because they were thinking about you, not because a retargeting ad chased them around the internet. 😅
That's how sustainable growth actually works. Not more ads. More care.
What You Can Start Shifting (Starting This Week, If You Want)
If this is resonating (and if there's a little voice in your head going "...OK fine, I've definitely been neglecting my existing customers a bit"), here are some things to think about:
1️⃣ Notice where your energy goes.
This week, pay attention to how you split your time between attracting new people and nurturing the ones who've already bought. For most of us, the balance is way off. And just seeing that is the first step to changing it.
2️⃣ Rethink your email.
Not as a megaphone for announcements, but as a conversation. The best email marketing for fashion brands doesn't feel like marketing at all. It feels like getting a note from someone you trust. Behind-the-scenes moments, early previews, the real story behind a new piece. When email feels like that, people don't unsubscribe. They look forward to hearing from you.
And I know, I know. "But I don't want to bother people." I hear this so often from founders, and here's what always makes me smile: the ones who worry about being annoying are usually the ones who'd be brilliant at it. Because the brands that actually bother people are the ones sending non-stop "BUY NOW" emails with zero personality. If you care enough to worry about it? You're already ahead. 💛
3️⃣ Follow up with someone. Just one person.
Seriously, just one. Someone who bought from you recently. A simple message: "Thanks so much for your order, I really hope you love it. Let me know if you need anything."
That's it. No discount code. No upsell. Just a human being nice to another human.
You'd be amazed how far it goes. And how much it costs. (Spoiler: literally nothing. 😅)
Inside The Fashion Marketing and Sales Roadmap, retention and the customer journey are one of things I review when I work with a brand, because that's often where the biggest growth hides. It's not always about finding more people. It's often about looking after the ones you've already got, much better.
"But I Still Need New Customers Too, Right?"
Yes! Absolutely. Acquisition still matters. You still need new people discovering your brand and falling in love with what you do.
But here's the reframe that changes everything: when your retention is strong, acquisition gets easier. Happy customers tell their friends. They leave reviews. They share your pieces on social without being prompted. They literally become a source of new customers that doesn't cost you a penny.
And when your existing customers are buying more often, you need fewer new customers to hit the same revenue. Your business feels less fragile. Less dependent on the algorithm gods. Less reliant on the next ad campaign or viral moment.
It's not about choosing one over the other. It's about getting the balance right. And for most of us, that balance has been tilted too far in one direction for a while now. No judgement here, just an invitation to review your retention strategy.
Here's THE Take Away
If your brand is already making sales, if you have people out there who genuinely love what you create, you are sitting on way more growth potential than you probably realise.
The idea that growth means constantly chasing new audiences? It's a myth. A very loud, very convincing myth...but still a myth.
The fashion brands that are growing sustainably and profitably right now are the ones that figured out something beautifully simple: look after the people who already believe in you.
Make them feel seen. Give them reasons to come back. And let that loyalty do the heavy lifting.
It doesn't require a huge budget. It doesn't require some complicated tech stack. It requires a shift in focus. Inward instead of outward. Depth instead of breadth.
And honestly? It's one of the most rewarding shifts you'll make. Because it means spending more time building real relationships with people who are already cheering for you.
That's the good stuff. That's where the magic is. ✨
Want to find out where the hidden growth is in your brand?
Take The Fashion Growth Quiz to get a snapshot of where your biggest opportunities are sitting right now. It takes a few minutes and you'll come away with a much clearer picture of what to focus on first.
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The BEST Fashion Brand Marketing Strategies for 2026 (What's Changed and What Actually Works Now)
The marketing landscape for fashion brands has shifted fast. AI is changing how your customers find you, email is your most underleveraged asset, and the smartest brands are investing in retention and real-world activations. Here's what's actually working right now.
If your fashion brand's marketing strategy hasn't changed in the last few months...it's already out of date.
Not because you're doing anything wrong. But because the way your customers find you, research you, and decide whether to buy from you has shifted fast. And most fashion brands haven't caught up yet.
AI is answering your customers' questions before they ever reach your website. The channels that used to drive reliable traffic are behaving differently. And the brands that are growing right now? They're doing things most fashion founders haven't even started thinking about yet.
That's not meant to stress you out. It's actually really exciting...because if you do understand what's changed, you've got a genuine head start over the brands that are still posting and hoping for the best.
Here's what I've noticed working with brands this year: the ones seeing real growth aren't necessarily the ones doing the most. They're the ones who've caught on to what's shifted and adjusted how they show up, not just how often.
I'm going to take you through the four biggest shifts shaping fashion brand marketing right now...and what they actually mean for your strategy this year. Not theory. Not generic advice you've heard a hundred times. The stuff I'm seeing work in real businesses, right now.
Let's get into it…
If you're a fashion brand owner who wants more tips on running your business without burning out, I share stuff like this every Tuesday in my free newsletter, Designer Diaries. You can sign up free by clicking here.
The way people find your brand has fundamentally changed
According to research by SparkToro/Datos, 60% of all Google searches now end without anyone clicking through to a website. On mobile, that rises to 77%.
And here's the sneaky part: you might not even see this in your analytics. Your traffic might look the same, or even higher. But a huge chunk of those visits? They're not human 😱
They're AI bots scraping your pages, grabbing your content, and summarising it for someone who will never actually visit your site. Those zero-second visits you're seeing? That's not real people bouncing.
That's AI companies helping themselves to your hard work.
What's happening is that AI tools (ChatGPT, Google's own AI Overviews, Perplexity, Claude, etc) are pulling content from websites, summarising it, and serving answers directly to the person searching. So someone who might have Googled "best sustainable swimwear brands" or "luxury womenswear UK" and landed on your website? They're now getting a curated AI-generated answer...but nobody's clicking through to actually see your products.
Or worse, your brand might not even be mentioned.
This matters for your brand because the way people discover and research fashion purchases is changing. They're asking AI for recommendations. They're getting styled by ChatGPT. They're comparing brands inside a conversation instead of browsing five different websites. And if your brand isn't showing up in those conversations, you're invisible to a growing chunk of your potential customers.
So what can you actually do about it? This is where it gets interesting.
The brands that are winning in this new landscape are the ones making sure they're the name AI tools cite when someone asks for a recommendation.
And it's not random...there are specific things about how your website is set up, how your content is structured, and how your brand shows up across the web that determine whether AI includes you or skips right past you.
Most fashion brands haven't even thought about this yet. Which means the ones who get it right now have a huge head start.
Think of it like this: being the brand AI recommends is becoming as valuable as ranking on page one of Google. It's a different kind of visibility, but it's powerful.
What this means for your 2026 strategy:
This isn't a future thing...it's already happening. The brands who are thinking about how they show up in AI recommendations right now are going to be the ones people find first. And the ones who ignore it? They'll be wondering why their competitors keep getting mentioned and they don't.
Email marketing is the most undervalued asset in your business
I say this to almost every brand I work with, and I'll say it to you too: your email list is almost certainly your most underleveraged growth asset right now.
I know. Email isn't sexy. It doesn't get the same buzz as a viral reel or a TikTok moment. Some people even think email is dead. But let me share something with you.
I worked with a brand recently who rebuilt their email strategy from the ground up. We restructured how they communicated with the people who were already there. We mapped out the customer journey, created automations that matched how their customers shop, and shifted the content from "here's our new collection" blasts to genuine, relationship-building storytelling.
The result? Email generated 45% of their total revenue, delivered their highest Black Friday ever and resulted in them exceeding their sales forecast by 83%.
That's not because email is magic. It's because the relationship was already there...we just built the system to support it.
Here's what I really want you to understand about email, especially if you're a sustainable, premium or luxury brand: your customer most likely isn't buying today. The purchase cycle for higher-priced fashion is often weeks not days. They might discover you now, fall in love with a piece, and not have the occasion, the budget, or the moment to buy until later.
If you don't have their email address, you have no way of reliably staying in their world during that window.
The sale comes later...but only if you've stayed top of mind.
And here's the thing about founders who are nervous about emailing too much or feeling "pushy"...you're actually the ones who'd be best at it. Because the brands that annoy people are the ones who treat email purely as a sales megaphone. The best email marketing doesn't feel like marketing at all. It feels like hearing from someone you trust. Behind-the-scenes of the collection. The story behind a fabric choice. A genuine note about what's been going on.
That's the kind of content that builds the trust that eventually becomes a sale.
And if you've got an email list but you're dismissing it as "too small to be worth it"...stop, please 😅.
I've seen brands with fewer than 100 subscribers generate thousands from a single email campaign.
If people walked into your physical pop-up shop, you'd be thrilled. You'd talk to them, ask what they were looking for. Think about your list the same way.
The shift for 2026:
Treat your email list as your most valuable owned channel. Not something you'll "get around to." The foundation of your entire marketing system. Because in a world where social algorithms change monthly and search traffic is being intercepted by AI, the only audience you truly own is the one on your email list.
Wondering where your biggest growth opportunity is right now and what to work on first? Take my free quiz and find out in a couple of minutes.
Retention is the growth strategy most fashion brands are overlooking
McKinsey's 2026 State of Fashion report named customer retention as the number one theme for the industry this year. And honestly? It's about time the wider industry caught up with what the smartest independent brands have been doing quietly for years.
Here's the pattern I see over and over: a founder comes to me and says, "I need more sales."
And my first question isn't about their ad budget. It's not about their Instagram strategy or how many followers they have.
It's: what are you doing with the customers you already have?
Because nine times out of ten, the answer is...not enough.
Your existing customers are your highest-priority revenue opportunity. Full stop. These are people who already trust you. They've already handed over their card details, waited for the delivery, opened the package, and loved what they found inside. The hardest part...earning that first purchase...is already done.
And yet most brands pour the majority of their energy into attracting brand new people while barely staying in touch with the ones who've already bought.
Sound familiar?
According to PwC's research, 86% of consumers will pay more for a better customer experience.
And the brands that focus on deepening those existing relationships...through follow-up emails, personalised recommendations, loyalty touches, and genuine human connection...are the ones seeing repeat purchase rates climb.
One brand I worked with shifted their focus from acquisition to retention. We didn't do anything dramatic. We mapped their post-purchase experience, identified where the relationship was going cold, and built simple touchpoints to keep the connection alive.
Repeat customer sales increased by 183%. In 2 months 🤯
Not because we found some clever hack. Because we stopped ignoring the people who'd already raised their hand and said, "I love what you do."
The mindset shift:
You don't need a bigger audience. You need a deeper relationship with the audience you already have. That's not just a nice idea...it's the most profitable marketing strategy available to you right now.
Events and activations are back...and they're more strategic than ever
There's a reason fashion brands are investing in real-world experiences again. In a world where everything is filtered through screens, algorithms, and now AI...the brands creating moments are the ones people remember.
And the smartest brands? They're not just putting their collection on a rail and hoping people show up. They're creating experiences that go way beyond "come and see our new pieces."
Think about what's happening right now. Activewear brands hosting matcha and movement mornings. Swimwear brands throwing poolside events. Brands creating exclusive, limited-edition products that you can only get if you're there on the day...a branded tote, a branded drink, a beautifully designed book or print that becomes a keepsake.
These aren't just events. They're moments that make people feel like they're part of something.
I worked with a brand recently who hosted an activation with branded cookies and a mindfulness workshop alongside the collection. It had nothing to do with selling on the day and everything to do with creating an experience that people talked about, shared, and remembered. That's the kind of thing that builds loyalty you can't buy with ads.
The key? Making the event do more than one job.
The best brand activations I've seen don't just sell on the day...they generate content for weeks afterwards, they collect email addresses from everyone who attends, they create word-of-mouth referrals, and they build the kind of loyalty that no amount of Instagram posting can replicate.
And if your budget is tight? Online can work beautifully too.
A live collection preview on Instagram, Tiktok or Zoom, where you talk through the pieces, share the stories behind them, and let people ask questions. There might be a workshop or activity involved as well. You can still create something that's intimate, personal and completely un-scrapeable by AI. Nobody can summarise the experience of being in that virtual room with you.
For 2026:
Consider building at least one live experience into your marketing calendar each quarter. It doesn't have to be big. It just has to be real. The brands that are winning right now are the ones creating moments of genuine human connection...and that's something no algorithm or AI tool can replace.
What all of this adds up to
The fashion brand marketing strategy that actually works in 2026 isn't about chasing more followers, posting more often, or throwing money at ads and hoping for the best.
It's about four things working together: making sure you're visible in the places people are actually looking (hello AI), turning your marketing from a collection of activities into a connected system with email at its core, prioritising your existing customers as your biggest growth asset, and creating real-world moments that remind people why your brand matters.
None of this requires you to be everywhere or do everything. It requires you to be intentional about the things that actually move the needle...and to stop spending energy on the stuff that doesn't.
The brands that are growing this year? They're not the loudest. They're the ones whose marketing feels like a system, not a scramble.
And that kind of strategic clarity? It's available to you too.
What to do next
If you read this and thought, "I can see what I should be doing, but I can't see how it all fits together for my brand"...that's not a knowledge gap. That's a strategy gap. And it's exactly the kind of thing that's hard to solve from inside your own business.
That's what the Marketing + Sales Roadmap is for. It's a bespoke, strategic review of your brand...your website, your customer journey, your email, your marketing, your messaging...across 70+ touchpoints. Not generic advice. A personal plan built around where your biggest growth opportunities actually are, and what to prioritise first.
If you want to grow your business in 2026 but can't quite see where the gaps are or what to do next, this is built for you.
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AI for Fashion Brand Marketing: Why I Switched to Claude (and What Actually Changed)
I switched from ChatGPT to Claude for creating fashion brand content, and the difference was bigger than I expected. Here's what actually changed: 50% faster content creation, outputs that sound like me first time, and AI that updates my Canva templates automatically….
If you're anything like the fashion founders I work with, your to-do list looks something like this: chase the factory. Photograph the new collection. Update the website. Post on Instagram. Write an email to your list. Reply to that stockist. Plan the next drop. Oh, and actually design something at some point.
Marketing is usually the thing that slides. Not because you don't care about it, but because when you're juggling production timelines and customer orders, writing a blog post or creating Pinterest content just doesn't feel as urgent.
I get it. I've spent 20+ years in the fashion industry, and I've seen how quickly the creative, strategic work gets swallowed up by the day-to-day.
That's exactly why I started using AI.And for a while, it was working pretty well. But recently, I switched from ChatGPT to Claude, and honestly? It was a bit annoying. Because suddenly I could see how much time I'd been leaving on the table!
What I want to share isn't a comparison review or a features list. It's what actually changed when I switched: content creation that's 50% faster, outputs that sound like me first time round, AI that updates my Canva templates, and more headspace for the strategic work that matters.
If you've been using AI for your fashion brand's marketing and wondering whether there's a better way to do it, this is for you.
🎥 Prefer video? Keep scrolling for a behind the scenes look at my Claude setup
The before: AI was helping. But it wasn't seamless.
I've been using AI tools in my business since ChatGPT launched in 2022. I was an early adopter, and over time I thought I'd got it into a genuinely good place. I was using it for writing emails, drafting blog posts, creating Pinterest descriptions, AI copywriting for social media content, even handling enquiries.
But here's something I feel strongly about, and it applies whatever AI tool you're using: I always provided the thought leadership myself.The ideas, the angles, the opinions? Those came from me. AI handled the execution.
And I think this matters more than most people realise. Especially if you're a fashion founder trying to build a brand that stands out in a saturated market.
Tools like ChatGPT and Claude are large language models. Everything they suggest is drawn from what's already out there on the internet. So if you let AI generate your ideas and your content, you're essentially repackaging someone else's thinking. You can't build a fashion brand with a distinctive point of view if your thinking has been sourced from somewhere else.
Your customers are drawn to your perspective. Your story. Your creative vision. AI is brilliant at turning those ideas into polished content quickly. But the ideas themselves? They need to come from you.
So that's how I was working. My thinking, AI's writing. And honestly, I thought it was a pretty good setup.
Here's what I didn't realise until I switched: I'd been accepting a lot of friction as normal.
Because AI had already saved me so much time compared to doing everything by hand, I assumed I'd found the ceiling. The bar was "better than before," and it cleared that easily. I just didn't know the bar could be so much higher.
The reality was, I was switching between tools constantly. Copying and pasting between different apps. Jumping between separate chats within ChatGPT because each one only held part of the picture. My tone of voice lived in one chat. My business context in another. My content strategy in a third. None of them talked to each other.
And the output reflected it. I'd get something back where the strategy was spot on but the voice was off. So I'd tweak the voice, and the strategy would drift. Fix the strategy, and the voice would go again. Back and forth, trying to hold everything in place at once.
At the time I thought, "this is just how AI works."
I didn't realise the tool was the limitation.
What made me switch
I'm not going to get into politics here. But recent shifts in the political climate got me looking at alternatives to ChatGPT, and I'm genuinely glad they did. Because without that nudge, I might never have found Claude.
The part that changed everything: skills that mix and match
The thing that makes Claude different, and I mean properly different, is the skills feature.
Here's what it does. You can train Claude on specific areas of your business, each one saved as a separate "skill." Your tone of voice. Your business information. Your Pinterest strategy. Your customer service approach. Your newsletter format. Whatever you need.
That part is similar to what you can do in ChatGPT. But here's where it changes everything: you can mix and match those skills within a single conversation.
So let's say I want to create a Pinterest pin. Claude pulls from three skills at once:
1️⃣ My Pinterest strategy (so it knows how I approach pins structurally)
2️⃣ My business information (so it knows what topic to write about and how it connects to my offers)
3️⃣ My writing voice (so the output actually sounds like me, not like a robot wrote a cover letter).
The result? High-quality copy that's strategic, on-brand, and in my voice. Without me switching tools, copying and pasting, or starting from scratch every time.
Now, I know what you might be thinking. "That sounds great for you, Vicki. But I can barely keep up with Instagram, let alone learn a new AI tool."
I get it. When you're juggling collection planning, production timelines, and actually trying to sell what you've made, the last thing you need is another thing on the list. But this is the kind of AI tool for fashion brands that actually takes things off the list. Permanently.
Because once those skills are set up, every piece of content you create pulls from them automatically. Your brand voice? Built in. Your offer details? Already there. Your content strategy? Woven through everything.
No more starting from scratch. No more copying and pasting context into every chat. No more "this doesn't sound like me" on every single output.
If that sounds great but you don’t want to figure this out on your own, click here to get in touch and see how I can support you with it.
But it doesn't stop at the copy: AI that updates your Canva templates
This is the bit that genuinely made my jaw drop. Because I didn't even know this was possible.
Through the Canva integration, Claude takes the pin content it's just created and updates my Canva template with the new copy. Strategy, words, and design update, all in one flow. One screen. I didn't open Canva separately. I didn't export anything. I didn't paste anything. It was seamless.
I'd tried other ways to speed up the Canva process before. Exporting things as a CSV, formatting it, importing it back in. By the time you'd done all that, you hadn't really saved any time.
This is completely different.
And it's not just Pinterest. Claude can create documents right within the platform: SEO keyword research, content plans, email sequences. Without me needing to open another app or piece things together manually.
I've built 17 "skills" so far, and they cover pretty much every repeated task across my business. From writing emails to drafting blog content to handling customer service replies to creating social media content and graphics. Each skill holds a different layer of knowledge, and Claude combines them however the task needs.
The same tasks I was doing in ChatGPT? I now do them in Claude. But faster, cleaner, and with dramatically less manual work from me.
What's actually changed since switching
Let's talk results.
Speed.Content creation is about 50% faster across the board. What used to involve switching tabs, pasting context, and editing heavily now happens in one place because the knowledge is already built in. The back-and-forth has basically disappeared.
Quality. Remember how I said AI gets you 80% of the way there? I've updated that number. With Claude and the skills I've set up, it's more like 95%. And that includes graphic design updates too, thanks to the Canva integration. The output is more tailored because the skills layer together. My voice, my strategy, and my business context all inform the result without me manually stitching them together each time.
Where my energy goes.This is the bit that excites me most, and it's not about speed.
Because Claude handles the repetitive execution so well (the emails, the captions, the writing), I've got more headspace for the strategic, business-building work that only I can do. The thinking. The planning. The decisions that actually shape where things go next.
For example, I recently built an automated re-engagement email sequence for warming up people who've shown interest in the past. Something that’s been a “nice to have” becoming a reality. That's the real shift. It's not just about doing the same things faster. It's about where your energy goes when the repetitive stuff isn't draining it.
Here's why this matters if you're running a fashion brand
If you're running a fashion brand, your time is already split a hundred different ways. You're designing, sourcing, managing production, trying to sell, trying to market, trying to keep the books in order...and somewhere in all of that, you're supposed to be showing up on social media, writing emails, and creating content that actually converts.
Sound familiar?
This is the part nobody puts on Instagram, isn't it. The fashion brand time management struggle is real, especially when you're doing everything yourself. And marketing is usually the thing that gets pushed to the bottom of the list when client work or production deadlines pick up. I understand why. When you've got a stockist meeting or a collection launch to prepare for, writing a blog post doesn't feel urgent.
But your fashion brand marketing strategy matters. And the speed at which you can now create the text and the graphics means marketing doesn't have to be the thing that gets sacrificed when you're busy.
Imagine being able to create a week's worth of Pinterest pins, complete with on-brand graphics, in the time it currently takes you to write one description. Or having your email newsletter drafted in your voice, pulling from your actual content strategy, without you staring at a blank screen for forty minutes.
That's what using AI for your fashion brand's marketing looks like when it's set up properly.
Here's the honest summary
I thought I had AI working well in my business. And it was, in the sense that it was better than doing everything manually. But moving to Claude showed me how much friction I'd been accepting as normal. The copying, the pasting, the context-switching, the 20% manual fix-up on every piece of output.
Now the tool actually knows my business. It knows how I write, what I offer, how I approach strategy, and it can combine all of that in a single conversation. The output is better. The process is faster. And my energy goes into the work that actually matters: the strategic thinking, the creative decisions, the stuff that only I can do.
And honestly? If you're a fashion brand founder who feels like there aren't enough hours in the day, this is the kind of shift that changes everything.
If you want to set up AI for your fashion brand
You don't need to figure out AI tools, skills, prompts, and integrations on your own. I can help you train Claude on your voice, your brand, and your offers, so the output actually sounds like you and saves you real time.
If you're a fashion founder who's been using AI for marketing but it still feels like you're doing most of the work? That's not an AI problem. That's a setup problem. And it's very fixable.
If you'd like help setting this up for your fashion business, get in touch using the form below. I'd love to chat about what this could look like for you and how we can work together.
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Build a fashion brand that scales and sells
3 Tips; Sell Your Fashion Line Wholesale to Stores
In this video I’ll be sharing insider tips on what fashion buyers look for and must-haves before selling wholesale…..
Join me in my latest video guide where we delve into the essentials of selling your fashion line wholesale. Discover what fashion buyers are looking for - from an actual buyer - the must-haves you need before diving into wholesale, and insider tips on how to sell your fashion line wholesale.
Whether you're a newcomer to the industry or seasoned in the game, this guide is your ultimate roadmap to getting into the wholesale market.
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Timestamps;
00:00 Introduction to Sell Your Fashion Line Wholesale to Stores
00:48 Tip 1; Sell Your Fashion Line Wholesale to Stores
04:37 Tip 2; Sell Your Fashion Line Wholesale to Stores
06:38 Tip 3; Sell Your Fashion Line Wholesale to Stores
09:42 Sell Your Fashion Line Wholesale to Stores Recap and Conclusion
Thanks for watching!
Vicki
5 Marketing Lessons from Usher's Super Bowl Halftime Show 2024
Usher’s halftime show was a masterclass in marketing! In this video I’m sharing 5 key marketing tips that fashion brands can use…..
5 Key Marketing Lessons from Usher's 2024 Halftime Show
In this video I explain how Usher's 2024 halftime show is a powerful marketing lesson for brands. I’ll break down five key takeaways that your fashion businesses can benefit from, no matter if it’s big or small. Watch this video for inspiration and free marketing strategies for 2024!
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Timestamps;
00:01 Introduction to Usher super bowl HALFTIME SHOW 2024 | 5 key MARKETING lessons for BRANDS
01:11 Fashion Marketing Tip 1
04:19 Fashion Marketing Tip 2
07:13 Fashion Marketing Tip 3
09:20 Fashion Marketing Tip 4
10:49 Fashion Marketing Tip 5
12:51 Conclusion and Next Steps
Thanks for watching!
Vicki
Pickleball Outfits
Pickleball outfit inspiration……
You might have noticed that pickleball has been growing massively lately and everyone seems to be giving it a go!
I thought it would be fun to create my own pickleball outfits and ideas for the playing pickleball aesthetic, with cutting edge AI technology, so I’ve created all of these pickleball images as inspiration for your look!
If pickleball isn’t your vibe, this looks can also work for inspiration for badminton outfits too!
Scroll for pickleball outfits I’ve created with AI, plus some of my fave items so that you can get the look >>>
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How to Design Fashion that Sells
In this video I share three essential tips for designing fashion products that sell.….
If you want to design a fashion collection that sells, then you need this video! I’m sharing three essential tips for designing fashion products that sell. We’ll also cover a common fashion design mistake people make and I’ll take you behind the scenes as I talk you through a collection I designed that’s primed to sell. I’ll also introduce my signature 'VSP' method (Validate, Sell, Produce) which helps to reduce risk in launching a new collection.
Learn more about the Target Customer here;
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Timestamps;
00:00 Introduction to Designing Fashion That Sells
00:54 The VSP Method for Fashion Design
01:10 Designing Fashion That Sells Step 1
03:15 Designing Fashion That Sells Step 2
06:39 Behind the Scenes of Designing Fashion That Sells
10:52 Designing Fashion That Sells Step 3
12:59 Fashion Design Mistake to Avoid
Thanks for watching!
Vicki
Best AI tools for Fashion Brands
In this video I share the best AI tools to grow your fashion brand….
If you want to grow your fashion brand but there’s not enough time to get everything done, then this video is for you! I’ve tried out a bunch of AI tools and these are the best 3 to help you with growing your fashion business. Stay tuned to learn which 3 AI tools I chose, how you can use them to grow your fashion business, plus stay until the end for a tip that’ll help you to use the AI to it’s maximum potential.
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Try Tailwind here and use my link to claim 50 free Ghostwriter credits (and gift me 50 too!);
https://www.tailwindapp.com/i/thefashionbusinesscoach
Try Midjourney here; www.midjourney.com
Try Descript here (yes this one is an affiliate link, so if you decide to buy I may get a commission at no extra cost to you - this helps me to keep making free videos for you!); Descript
Timestamps;
00:01 Introduction to AI Tools for Fashion Brands
01:25 AI tool to grow your fashion brand 1
03:53 AI tool to grow your fashion brand 2
06:45 AI tool to grow your fashion brand 3
09:22 Bonus Tip: Making the most of AI tools for your fashion brand
Thanks for watching!
Vicki
Fashion Consumer and Retail Trends 2024
If you want to grow your fashion business this year, you need to take advantage of these consumer trends….
Fashion Consumer and Retail Trends 2024.
If you want to scale your fashion brand then it's really important to keep on top of current consumer and retail trends. Yes knowing fashion trends are important too, but knowing how people are spending their money is even more important for fashion business growth.
I've got you covered in this free video which shares 3 consumer trends you need to know about in 2024.....Plus one commonly used method that's no longer working.
Want to get support with your fashion and/or lifestyle brand and grow your profits? See how I can help here;
👉 https://www.vickiwallisconsulting.com/service
Want to get in touch and chat about the options? Get in touch here;
👉 https://www.vickiwallisconsulting.com/contact
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Thanks for watching!
Vicki
Free Fashion Marketing Strategies
In this video, I'll be sharing free marketing strategies for fashion brands so that you can make more sales online……
Free Fashion Marketing Strategies
Struggling to market your fashion brand and make sales? If you want to get more visibility and more sales for your fashion brand in 2024, but you don't have a marketing budget, this video is just for you. In this video, I'll be sharing free marketing strategies for fashion brands so that you can make more sales online. I'll cover my three favourite fashion marketing methods to get your brand seen for free, plus reveal a method you should avoid; watch utill the end to find out which one 😉
——RESOURCE ——
Want to use influencer marketing and find influencers you can work with for free? Try Social Cat, the platform to help make free influencer marketing easy. Get a discount with my affiliate code;
👉 https://thesocialcat.com/brands?promo=FASHION25
Yes, this is an affiliate link meaning that I may earn a commission at no extra cost to you if you join social cat - this kind of partnership helps me to create more content for you. Rest assured, I only partner with companies that I would be happy to use myself!
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Thanks for watching!
Vicki
Don't invest in PAID ADs for your fashion brand BEFORE you do this.....
Want to use paid ads to grow your fashion brand? Make sure you watch this first to avoid common mistakes that waste money……
3 Essential Steps Before Investing in Ads for Your Fashion Brand
In this video I reveal important insights into when it's appropriate for fashion brands to invest in paid ads. I cover useful tips applicable across various ad platforms, including Google, Facebook, Instagram, and TikTok. This is essential to watch if you’re using (or thinking of using) paid ads to promote your fashion brand and want to avoid wasting money.
Thanks for watching!
Vicki
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Grow Your Fashion Brand in 2024; 3 Tips
Want to grow your fashion business in 2024? Watch this >>>
How to Scale a Fashion Brand in 2024.
If you’re wondering how you can grow your fashion brand this year, then this video is just for you! I’ll cover my 3 best tips for growing your clothing business this year, plus share the method that can make it 3x more likely you’ll make a sale.
Thanks for watching!
Vicki
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How to Start a Fashion Brand in 2024
If you’re wanting to start a fashion brand in 2024, make sure you read this first!
Are you dreaming of starting a fashion brand in 2024 but feeling overwhelmed with where to start? Look no further! In this blog post, I provide you with the first 3 steps to successfully launch your fashion brand this year. I’ll share valuable insights and actionable tips to set you up for fashion industry success. So, let's dive in and explore the first three crucial steps you need to take to launch your fashion brand in 2024.
Want to grab video training on designing profitable fashion products from scratch, even with zero experience? I’ve got that for you here >>>
1. Define Your Target Customer
Before diving into the design process, it's essential to get crystal clear about who your brand is for. Doing some online research will help you identify your target customer and understand their preferences, desires, and pain points. By narrowing down your audience, you can make well-informed decisions and tailor your designs to meet their specific needs. Remember, the goal is not just to launch a fashion brand but to have a successful launch, with eager and excited customers ready to buy.
A lot of new brands make the mistake of thinking about things like the target customers, age, location, etc. But this isn’t actually that helpful. It’s much more important to understand their psychology, what they are interested in and what their values are, since selling fashion is mostly about emotion.
2. Discover Your Unique Selling Point (USP)
To stand out from the competition, you must identify your unique selling point. Saying you're a sustainable brand or offering a petite collection is not enough, there’s so many of those about these days! Dig deep into what makes your brand different and why your target customers would choose you over existing options. Put yourself in their position and think about what would motivate them to switch their shopping habits. Having a well-defined USP will not only help you differentiate yourself but also guide your marketing and sales strategies.
Helpful to consider; your target customer is currently shopping somewhere else. Why should they start shopping with you instead? What will make them switch to you?
Do not skip this step! It’ll help you to stand out and get noticed in a competitive fashion industry!
3. Designing and Sampling
With a clear target customer and defined USP, it's time to bring your vision to life through designs and samples. Starting with a small, curated collection is advisable, especially if you're new to the industry or have limited resources. High-quality products and attention to detail matter more than the quantity of items you offer. Keep your target customer and USP in mind during the design process and consider their preferences and willingness to pay for your products. Being specific and providing detailed instructions to your sample maker or factory is crucial to ensure the samples align with your vision.
Important to know; you don’t need to have a big collection in order to be successful. In face, I’ve had several hugely successful clients who launched with just ONE product, so don’t force yourself to make loads. The more styles you have, the more work, risk and cost, so only include essential items in your launch collection. You can always add more later.
Bonus Tip; Marketing from the Beginning
Now, here's where many new fashion brands make a critical mistake – not focusing enough on marketing from the beginning. While designing and manufacturing are essential steps, neglecting marketing until the last moment can result in a lackluster launch with minimal sales. Split your time wisely, dedicating half to product development and the other half to marketing.
Starting your marketing efforts early allows you to build an audience, establish trust, and create anticipation before your official launch date. Aim to begin marketing at least six months before your planned launch to generate sales and build a loyal customer base, the more the better really!
Launching a fashion brand in 2024 can be an exciting and rewarding journey, but it requires careful planning and strategic execution. By following these steps, you will be well on your way to starting a successful fashion brand. Remember, understanding your target customer, discovering your unique selling point, and laying the foundation through design and sampling are crucial aspects of the process. Additionally, dedicating time to marketing from the beginning will significantly increase your chances of a successful launch and long-term business growth.
Are you ready to take the first step towards launching your fashion brand in 2024? Start by diving deep into the target customer research, harnessing your unique selling point, and laying out a solid plan for design and sampling. With a well-thought-out approach and a strong marketing strategy,
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What is the BEST FREE fashion marketing strategy 2024?
Wondering what the best marketing strategy is for 2024? Watch this >>>
Best Fashion Marketing Strategy for 2024
In this video, I share the most effective fashion marketing strategy for 2024 and I discuss why this technique is not only powerful but free, and how it can help you increase both new and returning customer fashion sales. I’ll share real life examples plus 5 tips for fashion marketing that creates more sales for your fashion business.
There’s a lot of info online about digital marketing for fashion brands and free fashion marketing tips, but in this video I’ll share a strategy that is rarely spoken about and best of all, it’s even great for fashion marketing on a budget!
Ready to make more fashion sales? Learn how with The Fashion Marketing Course
👉 https://thefashionbusinesscoachlearn.com/fashionmarketingcourse
✨ ✨ ✨ Grab my free glossary of fashion industry terms to know what ROI, GMROI, YTD and more essential terms mean;
👉 https://thefashionbusinesscoach.com/freeglossary
Thanks for watching!
Vicki
How to START a FASHION business in 2024
Ready to launch your fashion brand in 2024? Watch this first >>>
In this video, I share the first three things you need to do to launch your fashion brand in 2024 and my three best tips for a successful fashion brand launch. Watch the full video for valuable insights and actionable steps to start your fashion brand with confidence and achieve success. Plus, stay until the end when I share the biggest mistakes I see new brands making and how you can avoid it.
00:00 Introduction: Starting a Fashion Brand in 2024
01:12 Fashion Startup Step 1
04:45 Fashion Startup Step 2
06:56 Fashion Startup Step 3
09:40 Fashion Startup Mistake to Avoid
✨ ✨ ✨ Want to join the free Fashion Manufacture Masterclass? Register free here;
👉 https://thefashionbusinesscoachlearn.com/free-manufacture-masterclass
Thanks for watching!
Vicki
Diwali Outfits Inspiration
My hometown is gearing up to the biggest celebration of the year……Diwali! So I’ve created some AI Diwali fashion looks for inspiration….
My hometown of Leicester is famous for many things…..one of the biggest is our Diwali celebrations! So I thought it would be fun to create Diwali outfits with cutting edge AI technology, as inspiration for your Diwali fashion look!
Scroll for outfits I’ve created with AI >>>
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Fashion Design Tips for Clothing Brand Start-ups: How to Make Your Idea a Reality
Here’s 5 tips for designing a fashion range that sells……
Ever had your head teeming with fabulous fashion design ideas, but found yourself at a crossroads when it came to translating those into reality? You're not alone. As someone who’s been in the industry 19 years and helping startups for the last 7, I’ve seen it all before - and I'm here to share. This guide will share essential fashion design tips, a step in successful clothing brand development.Today, let's delve into how to bridge the gap between design idea and manufacturing and make sure that the designs in your head are the ones that actually get made.
A Design Idea: More Than Meets the Eye
When I chat with budding fashion entrepreneurs about their designs, they often present me with rough sketches or photographs. While these are valuable initial steps, they don't necessarily portray a fully functioning design. This can cause disconnects when liaising with factories, pattern makers, or others involved in the production process. A design entails more than aesthetics; let's unpack these critical elements……
1.Fit is Key
A great design caters to the right fit for the target customer. The challenge here is that there's no one-size-fits-all. We would love it if there was, wouldn't we? But the reality is people come in all shapes and sizes. Our products need to be tailored to the majority of our customers, and for that, we need to know them really well. And yes, it does involve making tough decisions about who our products are for. As designers and entrepreneurs, we'd love to craft garments that perfectly fit everyone, but the reality is that our capacity to do so is limited by a host of practical considerations. We can't cater to every unique measurement that exists within the glorious spectrum of human body shapes and sizes, as much as we'd like to. However, this doesn't mean we should not strive for maximum inclusivity.
In the fashion industry, understanding your target customer's body proportions and preferences is crucial.
2.Be Specific
"I want it to be good quality." - I can't tell you how many times I've heard this vague phrase. The term 'good quality' is subjective and varies from person to person. Instead, delve into the details – provide picture references, technical sketches, and physical samples, if necessary. Detail every element that you're using in your product, from the fabrics to the trims, the zippers, the labels, construction methods and more.
If you need help with this, head to my ‘idea to factory ready’ info to learn how I can help you with it.
3. Daring to Be Different: Finding Your Niche
A lot of people say to me ‘it’s going to be impossible to get my new brand noticed without a huge budget’ and the reality is, that’s simply not true. Yes, the fashion market is populated, but niching down is an amazing (and often, underused) way, of standing out.
It’s essential for your brand to carve out a distinct identity and create products for a specific audience. While it's important to be aware of current trends, merely replicating other brands' designs won't do. Be 'trend relevant', yes, but always through your own unique lens.
For example, if you’re creating a sportswear brand, zeroing in on a specific sport or workout type can do wonders for your brand. By focusing on a niche, you have the opportunity to become a specialist, catering to a specific group of fitness enthusiasts. This focus makes it easier to develop 'raving fans' who are excited about your brand and products because they cater so well to their specific needs.
We go through the process for doing this in The Fashion Design Challenge, plus I give you an easy to use template to help you. Click here for info on that.
4. Building a Cohesive Range: The Key Increasing Profits
Think of your collection as a harmonious range rather than individual pieces. A well-thought-out range that allows customers to mix and match across your collection can boost your sales significantly. This approach encourages 'add-on sales', my favourite way of increasing profits. This method works because it increases the chances of customers purchasing more than one item, and therefore increases how much the average customer spends.
5. Manufacturing: Choosing the Right Partner
It's vital to partner with a manufacturer that specialises in the kinds of products that you’re making. The unique construction methods and equipment needed for different types of clothing manufacturing necessitate expertise, so don’t consider a factory who isn’t specific to your product.
It’s also important to know that in the current climate, manufacturers often have their hands full. As a result, factories are choosier, making it even more critical for new brands to approach manufacturers fully prepared. Having your tech packs, quantities, and timeline ready before you make contact shows potential suppliers you mean business, and therefore they are much more likely to take you seriously.
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Festival Outfits Inspiration
Festival outfit inspiration……
You might have noticed that festival outfits are the hot trend at the moment and there’s so many people on Instagram and TikTok sharing their festival style.
I thought it would be fun to create my own festival outfits with cutting edge AI technology, so I’ve created all of these festival fashion images as inspiration for your festival look!
Scroll for festival outfits I’ve created with AI, plus some of my fave items so that you can get the look >>>
Note; this post contains some affiliate links. If you choose to make a purchase, I may earn a commission at no extra cost to you. Please know, I only choose products I’d buy myself and including these links helps me to keep producing free content for you. Thanks for your support!
Shop the look;
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Shop the Look
Shop the AMALIE GOLD HEADBAND here
Shop the Look
Shop the Look
Shop the METALLIC LEGGINGS here
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Embroidery Motifs Inspiration
Inspiration for your next embroidery motif design…..
You might have noticed that embroidery motifs and the use of embroidery in the fashion industry has been massively increasing. I love embroidery and am especially inspired by couture embroidery techniques.
I thought it would be fun to combine the centuries old embroidery technique with cutting edge AI technology, so I’ve created all of these embroidery images for inspiration for me - and I’m sharing them with you too!
Scroll for embroidery motif designs I’ve created with AI >>>
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Leather Dress Women Inspiration
Leather dress women inspiration……
You might have noticed that women’s leather dresses are the hot trend at the moment and there’s so many people on Instagram and TikTok sharing their leather dress.
I thought it would be fun to create my own leather dresses with cutting edge AI technology, so I’ve created all of these leather fashion images as inspiration for your leather look!
Scroll for the leather dress outfits I’ve created with AI >>>
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We've all been taught that growth means more followers, more traffic, more new customers. But what if your biggest revenue opportunity is sitting right there in your existing customer base? McKinsey's 2026 report named retention as the number one theme in fashion this year, and most brands are barely touching it. Let's talk about why, and what to do instead.