Buying clothes online once seemed preposterous. After all, how can you buy apparel with no way to assess fit and feel?

This post is part of our #AdContext Matters series. 

Today, with all major clothing brands online, free returns the rule, and new business models such as personal shopping services becoming commonplace, clothing consumers can’t imagine life without ecommerce. As a result, competition is fierce, making contextual targeting essential for clothing marketers. Here are four reasons why.

  1. Brand protection is always on.  Every day brings the potential for news you don’t want associated with your brand. From poor factory conditions to overseas outsourcing, counterfeiting to eating disorders, avoiding all the potential brand landmines is virtually impossible without automated and clothing-specific contextual controls.  Peer39 offers a safety category built specifically for apparel retailers.
  2. Season is all about mindset.  Just because the date is right doesn’t mean every consumer is shopping for Back to School gear, Mother’s Day gifts, Black Friday deals, or Valentine’s Day tokens. But by targeting relevant seasonal content such as Christmas shopping or holiday recipes, retailers can zero in on consumers who are already in the right seasonal mindset for gift-giving or purchasing holiday attire.   
  3. Weather drives wardrobe. Clothing decisions are made for what’s seen out the window, not what’s on the calendar.  Summer can be characterized by blazing sun, booming storms, or oppressive humidity—all of which affect clothing choices, mood, and behavior. Marketing in sync with weather patterns enables clothing retailers to tap into consumer needs and sell beachwear or rain jackets right on cue.
  4. Life is not one-size-fits-all.  Workout-wear, maternity clothing, haute couture, or outdoor gear—clothing reflects lifestyle. Luckily, so do content choices. From articles on parenting toddlers to running a faster 10K, what consumers read is a powerful indicator of what they wear. Contextual targeting helps retailers connect with consumers when they are engaged with their interests and primed to buy.

Few purchases are as individual and emotional as clothing. With thousands of retailers vying for consumer attention, marketers must engage consumers in the right mindset and at the right moment. If contextual targeting isn’t yet part of your apparel marketing strategy, it’s time for a call to your account rep about Peer39 (or an email will get the job done:

Additional #AdContext Matters pieces:

Zach Schapira