Social Media Strategy for Clothing & Uniform Stores in Nepal

A while back, during a 1.5-hour one-on-one consultation with a client, I conducted short research for their clothing store and created a social media strategy for clothing and uniform stores in Nepal. They were facing issues with inconsistent social media activity, minimal engagement, and a lack of variety in their posts. We identified key opportunities for improvement, focusing on consistent posting, creating engagement-driven content, and emphasizing unique selling points (USPs) of their products. The research helped them identify clear steps to improve their social media strategy and unlock the store’s full potential online.

Before we examine our client’s research to create a social media strategy for clothing and uniform stores in Nepal, let’s review some relevant data regarding the Nepali apparel market.

As of 2024, the fashion eCommerce sector in Nepal is projected to reach around NPR 17.32 billion, with the apparel segment accounting for approximately NPR 9.45 billion. This makes up more than half of the fashion eCommerce market in Nepal. However, looking ahead to 2028, this sector is expected to experience slight shifts, with the market size for apparel declining by 0.9% annually, reaching NPR 9.13 billion by 2028. Despite this minor dip, the overall online sales share is anticipated to grow, potentially hitting 24.5% by 2028.

Additionally, the shift towards sustainable and ethically produced clothing is shaping the market, as consumers—especially the younger generations—are becoming more aware of eco-friendly fashion. This trend could offer significant opportunities for brands that adapt their strategies to meet the growing demand for sustainable options.

When looking at the clothing industry or any other industry, knowing your audience is most important. Here’s a summarized version of the target audience for a clothing store.

Target Audience Clothing Store

• Demographics: Women aged 18-40, fashion-conscious men aged 20-45.
• Location: Primarily Kathmandu area, expanding to nearby cities in Nepal.
• Interests: Fashion, traditional and modern ethnic wear (kurtis, sarees, lehengas, men’s suits).
• Behavior: Online shoppers, interested in trending outfits, occasional wear (festivals, weddings), and office/corporate uniforms.

Target Audience for Uniforms

For this uniform business, the client wanted to target both B2C and B2B, so I created separate target audiences for both. Here is the short version.

B2C Target Audience:

• Demographics: School administrators, college administrators, parents.
• Location: Kathmandu and other nearby cities.
• Interests: Standardized uniforms for students and staff, bulk purchases.
• Behavior: Educational institutions seek reliable uniform suppliers.

B2B Target Audience:

• Demographics: Decision-makers at banks, hospitals, and corporate offices.
• Location: Nepal-wide with a focus on major cities.
• Interests: High-quality, standardized uniforms for staff and professionals.
• Behavior: Institutions seeking customized uniform solutions for their workforce.

One thing to note is that while you are starting your new business or brand, you need to focus on the brand, which is crucial in the long term. But for a business to survive in this competitive market, I planned a branding and sales parallel strategy. Let’s move ahead to Social Media Strategy for Clothing stores first.

3 Months of Social Media Strategy for Clothing Stores

Month 1-2: Awareness & Product Showcasing with Ads

• Content Focus:
  • Product highlights (kurtis, sarees, men’s wear).
  • Introductory posts about the brand’s offerings.
  • Behind-the-scenes of fabric creation.
• Frequency: 3-4 posts/week.
• Engagement: Polls and simple Q&A on stories.

Dashin was near, so if we, as Nepalese, miss the opportunity to market during this festive season, what kind of Nepali are we?

Month 2-4: Engagement & Festive Prep (Dashin & Tihar)

• Content Focus:
  • Styling tips for upcoming festivals and dress-up competitions.
  • Customer testimonials or user-generated content.
  • Engagement posts (quizzes, this-or-that games, giveaways, gifts).
• Frequency: 3-4 posts/week.
• Engagement: Facebook Stories or Instagram Live showcasing products (inspired by Daraz Live).

From this month onward, we will be more focused on sales while maintaining continuity with our previous branding and engagement plans and strategy.

Month 3: Engagement & Conversion with Urgency

• Content Focus:
  • Engagement posts, Customer testimonials, and Product highlights.
  • Flash sale announcements and limited-time offers.
  • Product videos with “how-to-style” guides and more educational content.
  • Product bundle deals and outfit ideas, combo deals.
• Frequency: 4-5 posts/week.
• Engagement: Retarget through personalized messaging and “shop now” CTAs.

[Note: Noticed how the post frequency is increasing; yes, it is necessary while your brand is growing.]

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Ads Plan

Social Media Ads plan with a focus on sales starting from Month 1, running parallel to the engagement and awareness strategy:

Month 1: Awareness + Sales Push

• Goal: Build brand visibility and drive initial sales.
• Ad Type:
  • Photo ads for product introduction (kurtis, lehengas, sarees).
  • Carousel ads with product categories.
  • Sales-focused ads: Add limited-time offers, like discounts on first-time purchases.
• Targeting:
  • Local audience in Dharan and nearby cities.
  • Women aged 18-40 interested in clothing.
• Call-to-Action: “Shop Now,” “Limited Offer,” or “Exclusive Discount.”
• Budget: NPR 500-800/day, balancing awareness and initial sales conversion.

Month 2: Engagement + Sales Push

• Goal: Boost interaction and drive more sales.
• Ad Type:
  • Engagement ads (video ads showing styling ideas).
  • Sales-Focused Ads: Offer festive or special deals (e.g., Diwali discounts or “Buy 1 Get 1”).
  • Retarget people who engaged with Month 1 ads.
• Targeting: Retarget engaged users and expand to wider regions.
• Call-to-Action: Highlight urgency: “Last Chance,” “Limited Stock.”
• Budget: NPR 800/day (higher focus on engagement and retargeting sales).

Month 3: Sales + Retargeting

• Goal: Maximize sales and retarget potential customers.
• Ad Type:
  • Sales-Focused Ads: Flash sales, product bundles, and festive offers.
  • Dynamic product ads for users who visited the site but didn’t purchase.
• Targeting: Retarget all users who engaged in previous ads, including website visitors.
• Call-to-Action: “Shop Now,” “Offer Ends Soon.”
• Budget: NPR 1000-1200/day, more investment in retargeting.

Sales Promotion Techniques Throughout:

• Offer Codes: Exclusive discount codes for online followers.
• Festive Sales: Timed around key festivals.
• Product Bundles: “Buy More, Save More” deals.

Uniform Stores – Comprehensive B2C & B2B Plan

Yes, I made plans for both ventures separately. Also, this blog has become long enough. If you want a copy of this full plan with budget and ROI planning as well, comment “Clothing Brand” in the comment, and I will email it to you.

Do you have business in the health industry, read this blog, click here