How can small fashion brands grow ecommerce visibility with limited resources?

Ask Me Anything Q&A May 2H Media AMA

Topic summary

A solo founder of a sustainable womenswear brand seeks advice on growing ecommerce visibility and sales with limited marketing budget. She’s particularly interested in balancing SEO, social media, and email marketing strategies, plus effective storytelling on Instagram and building an email list from scratch.

Key recommendations shared:

Content & Social Media:

  • Create engaging content that highlights unique selling propositions beyond aesthetics
  • TikTok shows strong potential for organic reach and direct sales (one contributor sold 12 jackets from a single viral video)
  • Instagram works better for community-building and customer retention than viral growth
  • Use behind-the-scenes content, design process stories, and Reels to build authentic connections

Influencer Collaborations:

  • Vet influencers carefully to ensure audience alignment and genuine belief in the brand vision
  • Results vary widely—some collaborations drive significant sales, others yield nothing
  • Prioritize quality and authenticity over follower counts

Long-term Growth:

  • Focus on SEO with high-intent, low-competition keywords (e.g., “sustainable black dress for summer”)
  • Start email marketing immediately with simple lead magnets (discount codes, style guides)
  • Set up automated welcome email flows for high ROI
  • Publish 1-2 monthly blog posts answering customer questions

The discussion remains open with participants exchanging brand information and mutual support.

Summarized with AI on October 28. AI used: claude-sonnet-4-5-20250929.
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Hi Matthew and Aron,

I’m a solo founder running a sustainable womenswear label and managing everything myself — from design to production to customer service. My Shopify site is live, but gaining consistent traffic and converting it into sales has been a challenge, especially without a big marketing budget.

What would you recommend as the most effective, low-cost ways to grow visibility and sales for small, independent fashion brands like mine?

I’m especially curious about:

  • Prioritizing SEO vs social media vs email marketing

  • Making storytelling effective on platforms like Instagram

  • Growing an email list from scratch

Thanks in advance!

1 Like
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Hi Maria! I am also new in here and your question was the first I saw and wanted to give you some feedback from my experience hoping it can be helpful for you. To give you a bit of background, I design and manufacture for many brands, and for the first time last year I launched a Kickstarter project and recently (a week ago) we launched our e-commerce. We have been building our community through organic content and very little budget but we have spent zero on Ads since October 2024 and we have managed to sell through a paypal link and LatePledges from Kickstarter. Here are some things that have worked for us:

  • Constant and good content-. By good I mean, engaging. Think of what you costumer is looking from you, what is that unique selling proposition you have. Then tell the story in a fun and catchy way. For fashion brands is more difficult because they sell garments, so you need to stand out and make clear to people what’s so unique about your garments (aside from being pretty, for example)
  • TikTok, if done well, it’s amazing! We have had some viral videos and WOWWWWW with one, and no TikTok shop, we sold 12 jackets in one day. My recommendation is to explore TikTok as much as possible and if allowed in your country, set up the TikTok shop.
  • I love Instagram and it has always been my platform, but I see it’s more community-based, so great to keep custumers close to you and your story, but making vial content there is more difficult because it’s follower-based, so much harder than TikTok in that sense.
  • If you are getting reached out by influencers, you have a wining product, but they are just too many and not always work. We have done some non-paid collaborations, even with big ones, some have sold A LOT, some others ZERO. My reocmmendation here is to check out the content they do, make sure it aligns with your product, and ensure they beleve in your vision and want you to grow and not only to keeo a product of yours because we have gone through that too!

I hope these insights are helpful to you.

Best wishes and good luck!
Diana

2 Likes
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Hi Diana,

Thank you so much for your generous and insightful message. It really meant a lot to me. It’s always reassuring to connect with someone who has walked a similar path and understands the real journey behind building a fashion brand with heart.

I found your tips incredibly helpful, especially around content and storytelling. It’s true that in fashion, it’s not just about the garment itself, but about how you bring its soul to life through story, detail, and connection. That’s what I’m trying to share with my audience as well.

Like you, I’ve been thinking about TikTok. I haven’t fully embraced it yet, but I can see the potential. When you mentioned how one video helped sell 12 jackets in a day, that really struck me. It’s encouraging to know that with the right energy and approach, it’s possible to reach the right people organically.

Regarding influencers, I completely agree with you. I’ve had some interest, but I often hesitate. My concern is whether the audience they’ve built is truly engaged, authentic, and aligned with the women I design for. I value quality over quantity, women who appreciate craftsmanship, heritage, and timeless elegance. I don’t want to simply gift a piece in hopes of visibility; I want to connect with those who genuinely see the story and value behind what I create.

Your advice to align with people who believe in your vision and want to see you grow really resonated with me. Thank you again for taking the time to share your experience. It’s uplifting and full of wisdom.

Wishing you continued success on your journey.

Warmly,
Maria

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Super good luck, Maria! If you feel like it, share your Instagram, I am curious to know your brand

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Hi Maria! I really admire what you’re doing and I developed a personal passion for sustainable clothing. Running a brand solo is no small feat!

When resources are tight, the key is to double down on channels where time investment compounds over time. Here’s how I’d approach it, based on what I’ve seen work for small eCommerce teams:

1. Prioritize SEO for long-term, free traffic

  • Focus on high-intent, low-competition keywords like “sustainable black dress for summer” or “ethical workwear for women.”
  • Optimize your product pages and write 1–2 blog posts a month answering common questions your customers might search (e.g., “What makes a fabric sustainable?” or “How to build a capsule wardrobe”).
  • Shopify makes basic SEO easy just be consistent and patient.

2. Start email marketing ASAP (even with a tiny list)

  • Use a simple lead magnet like “10% off your first order” or a downloadable style guide.
  • Set up a welcome email flow (you only have to do this once) it’s one of the highest ROI automations you can build.
  • Even a list of 50–100 engaged subscribers can convert well if your messaging and branding resonate.

3. Use Instagram for storytelling, not just selling

  • People love seeing behind the scenes: your design process, the “why” behind your brand, materials sourcing, etc.

  • Instead of only posting polished product photos, mix in personal stories, polls, and raw, real moments, that builds trust.

  • Try short Reels explaining how your pieces are made or styled, they get far more reach than static posts right now.

    I’m wishing you the best of luck and hope this helps!