What to highlight or emphasize when selling your fitness wear.
So let’s imagine you’ve placed your order and are ready to sell your fitness clothes to the world. You’ve created your own designs or choose styles from our branded activewear collection.
How do you market them? What do you tell the world about why they should buy from you and not another gym or fitness clothing brand?
I’ll share some tips based on 20 years of experience in the gym clothing and swim industry.
First off, let’s begin with defining what your unique value proposition is? That’s just a fancy way of saying – what’s the first thing that comes to people’s minds when they think of supporting your brand? What do they identify your product with? Is it price? Is it quality? Is it the cause you support?
In short, what is the number one compelling reason someone will buy from you? This is an important question to answer. You might not be sure but it’s not as hard as you think.
Begin with your story.
Consumers don’t just purchase products and services but also like to support the team or person responsible for bringing their product to life, in this case, your fitness wear clothes. This is especially true if they know more about who you are. So, who are you? Share that with the world. What is your story? Everybody has one. Above all, remember that people like to connect with other people on a human level and not on a sales transactional one.
There are no two people like you. You are unique. Nobody can copy you. Competitors can copy your price and maybe some of the features you offer but they’ll never be able to copy who you are as a person. You are the brand. Relationships are the brand. So open up, don’t be afraid to show your vulnerable side. At the end of the day, people love to support people, especially entrepreneurial creatives like you.
Then go on to talk about the Quality of your fitness wear. That they are:
- hand made, authentic, 100% made in Brazil
- Fabrics – eco-friendly, certified.
Finally, mention that your gym clothes are sourced from an
- Ethical gym clothing manufacturer which is also family owned
- Pay fair wages
- Seamstresses who have been with us for over a decade.
Always tell the truth. Be transparent and confident knowing that your fitness and activewear clothes can compete with the best workout clothing brands in the world.
Here are some of the main lessons I learned in 2021.
1. Some things never change. What was true decades ago, is true today. The relations you have with clients are just as important, if not more, than the relation your client will have with whatever product or service you sell. Connect on a human level and not on a fake or superficial level. Be authentic. Be real. Anything else is a huge turn off no matter how attractive your product is.
2. Brand Loyalty is dead. More and more start-ups are chipping away at legacy brands. You are the brand. Relationships are the brand. Never forget this as more and more people come from nowhere and begin to erode market share from companies that have been around for decades.
3. Most of your sales will directly or indirectly come from something a customer read or heard about you online. Be everywhere. If you’re 30% invested online, go all in – 100%. Spend more time investing in content, CRM, SEO, and online marketing tools. This applies to everybody – plumbers, electricians, and anything you can think of. Thousands every day search for things like – best dentist in “Los Angeles,” best “your product” in Miami. If you’re not on the first two pages of Google for keywords related to your company – you do not exist as a company. You’re invisible. Even local search.
4. The pandemic is a huge opportunity to rethink some of your business practices. Using a gardener as a metaphor, it’s time to pull out the weeds, add fertilizer, and think about what to plant for the upcoming season. Think out of the box. 5. Focus on your customers. Not on your competitors.