Welcome to the vibrant world of Fad Fashions, where creativity meets savvy marketing! Meet Shanesha Scott, the dynamic owner whose passion for style and eye for trends have turned her brand into a must-know name in the fashion industry. With years of experience under her belt, Shanesha has mastered the art of marketing like a pro; she’s not just selling clothes, she’s crafting a lifestyle. Recently SHEEN had the pleasure of exploring the innovative strategies and fiery spirit that has fueled Fad Fashion’s success and made it a beacon for trendsetters everywhere!
What inspired you to start an online fashion business, and how do you stay up-to-date with the latest fashion trends and consumer demands?
Shanesha: I opened my online women’s clothing boutique, Fad Fashions, in May of this year. I have been into fashion since I was a little girl and was inspired by my mom. People used to call me weird because I have always had my own unique style. I have always wanted to open a boutique but couldn’t due to financial constraints. Fast-forward to this year, everything aligned, and I finally pursued my dream of opening a clothing boutique! Regarding up-to-date fashion trends, I am more of a person who doesn’t necessarily go along with trends- I take the approach of what feels and looks good to me at that moment. As far as my boutique is concerned, my motto is to cater to all women, sizes and age ranges.
Can you walk me through your process for conducting market research and identifying emerging fashion trends that will resonate with your target audience?
Shanesha: First, I always like to go off what I see women wearing daily in my real life. Also, social media plays a huge role. My target audience literally is women of all ages (including teens). I also like to include surveys in social media posts. I post about clothing items on social media, asking the audience, “Is this hot or not?” I am so grateful to have a fantastic team who guides me in the right direction. These are just a few things I do to gauge emerging market trends.
How do you plan to differentiate your online fashion brand from competitors in a crowded and rapidly changing market?
Shanesha: There are a couple of things that differentiate Fad Fashions from my competitors. First, quality products. I am big on offering high-quality clothing while catering to everyone’s budget. Second, excellent customer service. As consumers, we’ve all had instances when we’ve reached out to a company to address our concerns and then, unfortunately, been met with no compassion or understanding. Fad Fashions cares about the customer experience holistically.
What e-commerce platforms and digital marketing strategies would you use to launch and grow your online fashion business, and why?
Shanesha: I currently use Shopify, and it’s been a great experience. It has a user-friendly interface, which is great for beginners. Inventory management, payment options, and customization offerings make it a great e-commerce platform. Some digital marketing strategies I currently use are, of course, social media. Fad Fashions currently utilizes Facebook and Instagram, and we are now on TikTok. I love that TikTok has a TikTok Shop- another excellent opportunity to market and sell Fad Fashion’s items. This also coincides with user-generated content, encouraging customers to show their fantastic Fad Fashions pieces on social media. Fad Fashions will collaborate with social media influencers as well in the future. Email marketing is key. Creating a robust email list allows for us to provide our customers with special offers and discounts and keeps them updated on the amazing things going on at Fad Fashions. Fad Fashions also encourages customers to leave reviews on the website and our social media platforms.
How do you manage relationships with suppliers, manufacturers, and other stakeholders in the fashion industry to ensure timely and high-quality product delivery?
Shanesha: My amazing team has allowed everything to flow efficiently and effectively, keeping my vision in mind. Open communication and mutual respect have really been key to maintaining a positive relationship with all my business partners.
What is your approach to creating engaging content (e.g., social media, blog posts, influencer partnerships) that drives brand awareness, customer loyalty, and sales?
Shanesha: Fad Fashions’ social media is updated nearly daily with new items. Consistency is key—especially when you are a new brand. It is essential to keep Fad Fashions and everything we offer in front of potential customers. The next step for Fad Fashions is to start partnering with social media influencers. Stay tuned for that!
How do you balance the need for fast fashion and trendy products with the growing demand for sustainable and responsible fashion practices?
Shanesha: I think fast fashion has a place in the market, but people still desire timeless pieces. This is what makes Fad Fashions marketable to all age groups and income levels. We literally have something for everyone. Not only does Fad Fashions offer clothing, but we also offer accessories such as shoes, belts, purses, and jewelry. We also are blessed to be in the position to add new inventory to our website daily.
Can you share an example of a successful online fashion business or brand that you admire, and what lessons you’ve learned from their approach?
Shanesha: I’ve been following Swank A Posh for years and recently purchased several items for the first time. I love their items and marketing strategies. They often go live on TikTok and other social media platforms which I want to eventually incorporate into our marketing strategy. I also appreciate that they use real customer video reviews—just great marketing overall. I love how they started off small and now are a household name—very admirable and something that I envision for Fad Fashions.
How do you measure the success of your online fashion business, and what key performance indicators (KPIs) do you use to track progress and make data-driven decisions?
Shanesha: I have learned a few things about the conversion rate: the percentage of visitors who purchase when they visit the Fad Fashions website. High conversion rates (besides having the product) generally mean that it is an easy user and shopping experience. Another good one is the return rate, which keeps tracking sales revenue as well. My team handles most of this for me since they are the experts. However, I do have a line of sight for it, and I am learning more and more about it daily.
What are your long-term goals for your online fashion business, and how do you plan to scale and expand your operations to achieve those goals?
Shanesha: My vision for Fad Fashions extends beyond the present. I aspire to make it the go-to online clothing boutique, a destination for fashion enthusiasts. I am excited about the potential for growth on TikTok and the prospect of collaborating with influencers. The creation of a luxe line of clothing is a future endeavor that I am eagerly looking forward to. The future of Fad Fashions is bright, and I am optimistic about the endless opportunities for our growth and creativity!
A deal is a deal and Shanesha has the right deals figured out in the most FAD way. Motivation is always key. Pair that with extreme hustle and drive and you get success. We are so happy that Shanesha shared her secrets to success with us. Now it’s your turn.
Website: Fad Fashions
TikTok: is.gd/FDYUwF
Instagram: is.gd/GMGedr
Facebook: is.gd/PpSqft
Photo Credit: Deon Casey Photography
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