Techniques to help kids’ fashion brands accelerate growth

December 22, 2021 | By Carly Kahan, Content Specialist

While Back to School season is an optimal time for brands to reach new customers, parents continue to buy clothes for their children throughout the calendar year. Advertisers should be thinking about how to best reach new shoppers year-round through key fashion marketing tips.

To help advertisers effectively reach kids’ fashion shoppers, let’s take a look into techniques and best practices that brands can utilize to enhance advertising strategies.

Understanding shopping trends among kids’ fashion shoppers

For kids’ fashion brands to stay top of mind year-round, it is crucial for advertisers to focus on convenience. In a survey of 1,000 fashion shoppers across the US, 4 in 10 parents said that one of their top reasons for shopping online was convenience.¹

Advertisers can inform shoppers about the convenience of online shopping while also reaching them early in their purchase phase through Amazon’s store. 54% of kids’ fashion shoppers who had visited Amazon reported doing so at the early stages of research within their purchase decision phases², emphasizing brands’ opportunity to reach customers on Amazon before they buy.

While many shoppers rely on online shopping for convenience, Amazon still inspires brand and product discovery within the physical store. In fact, 41% of shoppers reported researching on their phones online while in a physical store, with over half visiting Amazon.³ The hybrid nature of this shopping experience outlines the omni-channel behavior of kids’ fashion shoppers. Brands should look to reach shoppers during their buying journey both through online and offline touchpoints.

Advertising can help reach new shoppers in an effort to drive awareness, consideration, and conversion of your brand. Those brands who reached kids’ fashion shoppers across multiple touchpoints saw a 33% increase in new-to-brand purchases.⁴

54%

54% of kids’ fashion shoppers who had visited Amazon reported doing so at the early stages of research within their purchase decision phases.²

41%

41% of shoppers reported researching on their phones online while in a physical store, with over half visiting Amazon.³

+33%

Brands who reached kids’ fashion shoppers across multiple touchpoints saw a 33% increase in new-to-brand purchases.⁴

Insights from kids’ fashion shoppers

Metrics like sales growth, glance views, and new-to-brand growth rates should be heavily considered when measuring kids’ fashion brand campaigns. By using both Amazon’s store and Amazon Ads’ solutions, kids’ fashion advertisers can better reach consumers throughout their entire buying process. Key recommendations include: reaching new audiences, investing in key shopping moments, reaching shoppers across multiple touchpoints, and using always-on momentum year-round.

While these best practices can help brands reach their advertising goals, it may help to start small depending on the brand’s objective and integrate these recommendations into an Amazon Ads strategy. See what works best for your brand: test and learn from the best practices to most effectively reach shoppers.

Contact your Amazon Ads account executive to get started.

¹Kantar and Amazon Advertising, fashion audience study, 2020
²Kantar and Amazon Advertising, kids’ fashion survey, May 2021³ Kantar and Amazon Advertising, kids’ fashion survey, May 2021
⁴Amazon Internal, 2018-2020