Internet marketers generally aren’t thought of as clothing designers and they don’t think of themselves as such. After all, an e-book about home finance isn’t exactly a fashion magazine. Why should an internet marketer worry about the fashion statement he makes? What’s that got to do with anything?
Of course, if the product he is selling is clothes, fashion has everything to do with marketing. But that’s about the only niche market that has anything to do with the rag trade, right? What self-respecting young man cares about what he wears? The truth is that we all do. We made throw on a dirty tee shirt and an old leather watch in the morning, but those are the fashion statement we’re making.
Let’s take the example of a construction worker. He gets out of bed in the morning, puts on his work clothes and then laces up his brown boots. Everything he is wearing is designed for a utilitarian purpose. But he could have worn black boots. Why did he choose the color brown? It’s probably because his workmates wear the color and he wants to be identified as part of the crew.
That seemingly trivial fact is important to any internet marketer. People like to fit in and they wear clothes that reflect their belonging to a social group. An internet marketer trying to sell a home loan package to working class couples will do well to understand this and design his website to make that construction worker feel that his home financing deal ‘fits’ him and his family like a good pair of shoes.
One of the toughest markets to succeed in is affiliate marketing. Marketers selling automated traffic generating programs want their customers to feel like they’ve got a unique product that can bust through traffic jams and get to financial freedom. They can say this with words, but images work better. In real life, a black helmet has nothing to do with a computer program, but its image is perfect for the affiliate marketer.
Bikers are the tough guys on the road. Traffic pulls over for them as they weave their way through the masses on the freeway and head for the open road. Their bikes and their black outfits appeal to the rebel in us all. If you don a helmet and leathers and pose sitting on a shiny black motorcycle, you’ll be telling your clients that your software is new and tough and they can be, too!
You should be able to see by now how fashion and internet marketing have everything in common. Just because someone claims to be immune to it doesn’t mean they are. On some level, fashion speaks to us all. Use it to your advantage!





