How to Promote Fashion Apps Ahead of the High Season: Effective Practices with Examples

The majority of large retailers have their apps. In this article, Promodo’s ASO Manager shares key trends, effective mobile app marketing strategies, and examples of successful solutions. Effective mobile app promotion is especially relevant ahead of the sales season and winter discounts when consumer interest in this category is at its peak. Additionally, competitors from different countries are actively entering the market, making it essential to stand out and win in this competitive landscape.
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Trends in the Fashion Shopping Industry

Key 2025 Fashion eCommerce Trends

1. Marketplaces as Key Players: Platforms like Amazon and Zalando dominate fashion retail by offering ready-made infrastructure and a vast audience, making it easier for brands to enter online sales. It will remain of the the main mobile app marketing trends in the fashion eCommerce segment.
2. Personalization: Personalization has become a crucial fashion industry trend and a strategy for attracting customers. Brands like Zara and ASOS utilize customer data to provide tailored recommendations and engage users through user-generated content.
3. Omnichannel Strategies are the major fashion industry market trends to consider for businesses. Brands increasingly adopt multi-channel strategies, including online stores, mobile apps, physical locations, and social media platforms. TikTok, Instagram, and Pinterest facilitate direct product sales on their platforms.
4. AR and Virtual Try-Ons: Augmented reality and virtual fitting rooms continue to gain traction and remain at the top of clothing industry trends.
5. Personalization: Consumers increasingly value a tailored approach. Brands and stores are responding with personalized recommendations, curated collections, and even options for creating unique products.
6. Sustainable Fashion is among the fashion marketing trends. More consumers choose eco-friendly clothing, support local producers, and participate in recycling programs. Incorporating sustainability into brand strategies is becoming essential. 
7. Influencer Marketing is one of the key trends in fashion industry. Influencers play a key role in shaping purchase decisions. Partnering with bloggers and thought leaders is a powerful way to promote fashion products.
8. Social Media: Platforms like Instagram and Facebook play a significant role in promoting brands.

• Instagram: Ideal for visual content, Stories, Reels, and influencer collaborations.
• TikTok: Popular among younger audiences, where viral videos can significantly boost brand visibility.
• Facebook: Despite declining popularity among youth, it remains vital for targeted advertising and audience engagement.
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For more detailed insights into trends, forecasts, and data on the mobile fashion app market, explore our research.

These fashion industry trends are influencing app development, advertising campaigns, and mobile app promotion strategies, making them vital considerations for the industry.

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What’s Next for the Market? Predictions from the Promodo Team

We anticipate further growth in the share of online shopping within this category. The market will become increasingly competitive, requiring brands to improve their products and services continuously.

With users increasingly shopping via smartphones, developing user-friendly apps and mobile-optimized websites is crucial.

In advertising, creatives featuring specific product categories and general calls to action to download the app will continue to deliver high performance. In the remarketing channel, following the lead of market leaders by leveraging personalized dynamic ads can significantly boost conversion rates.
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As the sales season approaches, we recommend preparing various creative formats highlighting seasonal discounts in advance and increasing budgets for app promotion across channels such as Meta Ads, Google Ads, and Apple Search Ads. Drawing inspiration from the US market, offering early access to sales for loyal customers is worth considering. This offer should also be reflected in your seasonal ads and ad creatives.

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Visual ASO = Increased Conversion Rate

Players in this fashion industry should pay particular attention to visual ASO, as it is one of the key factors influencing conversion rates. Your screenshots must quickly and effectively showcase the app’s benefits and stand out against competitors.

While design and positioning elements may vary for each app, there are several universal principles:

• Visual appeal and quality: Screenshots should feature high-quality visuals, including modern fonts, vibrant colors, dynamic layouts, professional model photography, and detailed product images.
• Seasonal updates: Regularly refresh visual elements to align with seasonal trends, such as Black Friday or holiday sales. This is the primary recommendation for your seasonal marketing campaigns.
• Consistent branding: Maintain a cohesive visual and textual brand identity. Incorporate photos that showcase clothing, shoes, and accessories in real-life contexts to reinforce the brand's style and personality.
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The specifics of ASO can vary depending on the target market, and this must also be taken into account. It’s essential to rely on proven strategies while continuously testing new creatives.

Some ASO elements can and should be optimized through A/B testing. Here are the key components worth testing during seasonal promotions:

• Experiment with displaying promotions, taking seasonal sales and brand positioning into account.
• Identify which personalized offers work best for your brand.
• Analyze the impact of features like "Wishlist" and "Tracking" on encouraging users to return and complete purchases in the app.
• Test different ways to highlight top-selling products in screenshots or app descriptions.

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In-App Events: A Valuable Feature to Leverage

Beyond standard content in the App Store and Google Play, there are additional tools to engage users. These tools are beneficial for all apps but especially impactful for those in the eCommerce sector. One such tool is In-App Events.
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In-App Events are an effective and relatively new way to promote your special offers and expand their reach. This tool helps generate buzz around upcoming sales, attract new users, and encourage repeat purchases. By leveraging In-App Events, eCommerce apps can maximize visibility and engagement, driving more conversions and strengthening customer loyalty.

The In-App Events tool is prominently displayed in app marketplaces like the App Store and Google Play Store, providing a direct channel to communicate with users about exciting updates and promotions.

Where In-App Events Appear

• On the App Page: Users can see active events directly on the app's store page.
• In Search Results: Active events may appear alongside the app’s name in search results.
• Highlighted Sections:some text
  • Apple showcases events in tabs like “Today,” “Games,” or “Apps,” allowing apps to gain visibility and attract new audiences.
  • Google Play displays events on the app page and may feature them in tabs or the Play Store’s homepage as user-specific recommendations.

Practical Uses of In-App Events:

• Announcing discounts on specific product categories.
• Promoting limited-time sales.
• Creating buzz around new product launches.
• Highlighting seasonal sales like Black Friday, Halloween, or Christmas.

Key Advantages of In-App Events:

1. Boosted User Engagement: Engaging and timely events encourage users to interact with your app more frequently.
2. Increased Sales: Promoting exclusive offers or events drives higher conversions and revenue.
3. Enhanced Brand Strength: Regularly hosting in-app events fosters a strong brand presence and a deeper connection with your audience.

Recommendations for Effective Use of In-App events:

• Compelling Content: Craft engaging and informative event descriptions.
• Consistency: Regularly update events to stay relevant and attract repeat interactions.
• Performance Tracking: Continuously analyze event performance to optimize future strategies.

In-app events offer a versatile and impactful way to not only retain your current user base but also attract new audiences, making it an indispensable tool for modern eCommerce apps.

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Examples of Visuals in Stores from Fashion Brands

Screenshots in app stores are like a storefront and signboard, designed to inspire potential customers to enter and make a purchase. Users can view them both organically and through paid ads. High-quality images should not only showcase the app's functionality but also convey the uniqueness of the offerings, eliciting an emotional response.

It’s important that each screenshot tells a brief yet meaningful story about the features users will gain by downloading the app. Let’s look at some seasonal marketing examples. 

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Now let's take a look at the approaches used by fashion brands when creating and placing banners for apps in stores. For this analysis, we’ve chosen recent examples from Answear, INTERTOP, and MODIVO.

Mobile App Promotion of Answear

The app uses banners in different languages depending on the user localization in the App Store. The banners showcase the app’s functionality with a simple yet effective unique selling proposition (USP). Additionally, the alternating screens on the banners don’t appear monotonous; on the contrary, they grab attention.

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App Promotion Ideas of Intertop

The background on the banners is uniform, and the focus is placed on the functionality of the app and the discount for the first order.

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Seasonal Marketing of MODIVO 

Modivo’s team also implemented localization and added stylish images of models against backgrounds featuring functional screens.

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For the English-speaking locale, a different banner style concept was used. Clearer images of the app's functionality were chosen, while accent photographs were also included to maintain visual appeal.

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Conclusions

Successful promotion of fashion apps ahead of the peak season requires a comprehensive approach. It is crucial to adapt strategies according to current trends, utilize various channels to attract new users, implement personalization, and make the most of visual ASO opportunities. Continuous testing and optimization will help brands stand out in the competitive fashion market, ensuring steady sales growth and audience loyalty.

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