Step-by-Step Instagram Live Selling Strategy for Clothing Brand Owners
Are you ready to level up your clothing brand sales with one simple strategy? Selling live can feel scary at first, but when it’s done well, Instagram live becomes one of the most genuine and exciting ways to connect with your audience and move product. Today’s post will walk you through everything you need before you hit “Go Live”, and a step-by-step strategy to make it work beautifully.
Key Takeaways
- What To Have in Place Before Going Live
- Step 1: Plan Your Instagram Live
- Step 2: Drive Viewers to Your Live in Advance
- Step 3: Go Live with Content That Converts & Builds Connection
- Step 4: Keep the Energy High During the Live
- Step 5: Keep Sales Rolling After the Live
- Why Instagram Live Can Be a Game Changer for Your Clothing Brand
- Final Encouragement
What to Have in Place Before Going Live
Before you schedule your first event, make sure these foundational pieces are ready. Skipping them can turn what should be an amazing opportunity into unnecessary stress.
- A Website with Your Products Ready to Sell
Your live sessions need to funnel somewhere. Whether your site is Shopify, WooCommerce, Squarespace, or another platform, you want product pages, sizing info, clear photos, a smooth checkout process, and working payment options. If someone is excited during Instagram Live, the last thing you want is friction at checkout. - An Instagram Account with Some Following
You don’t need to be Insta famous. Even a small but engaged audience works. What matters more is whether people are responsive. Do they comment, like, and share? Cultivate that and let them get to know you. Your confidence and authenticity will shine through when people feel like they already know you. - A Fulfillment Plan That Works
Whether you’re packaging orders yourself, using a third-party fulfillment service, or dropshipping, you need to know how orders will move from your hands to your customer’s doorstep. Shipping delays, stockouts, or messy logistics can undo even the best Instagram Live energy. - Enough Stock (or a Backup Plan) Ready
You’ll want more pieces than you expect to sell, to cover surprise demand. Have sizes and styles on hand so you can fulfill orders immediately. If something sells out, be ready with restock promises or waitlist options. Being transparent helps build trust. People don’t like being promised something that doesn’t arrive.
Once those steps are in place, you’re not just ready. You’re confident, and that confidence helps sell!
Step 1: Plan Your Instagram Live (2–5 Days Ahead)
You’ll want to treat your live event like a mini launch or small party. Here’s how to get set:
Pick your theme or hook. What is this live about? A new collection drop? A restock? A styling session? Behind the scenes? A flash sale? Whatever it is, let people know why it’s worth showing up.
Schedule your Instagram Live when your audience is most active. Check your Instagram Insights. Evening? Weekend? Lunch hour? Find the sweet spot.
Promote it everywhere:
- Story posts (use countdown stickers)
- Feed posts
- A teaser such as “Here’s what we’re getting ready for you this Friday on Live”
- Email reminders if you have a mailing list
Prepare your outline:
- Introduce yourself, welcome people, chat and get to know your customers, have fun
- Show products, try-ons, or styling tips
- Field questions
- Share special offers during live
- Invite people to buy right away
Step 2: Drive Viewers to Your Instagram Live in Advance
Even the best content won’t help if no one knows when it’s happening!
I recommend starting with Instagram Stories to build excitement and remind people multiple times. Post an announcement a few days ahead, another reminder the next day, and a final one on the day of your event. Countdown stickers are a great way to let viewers set personal reminders so they don’t forget.
Pair your Stories with feed posts that tease what you’ll be showing or hint at special offers. If you have an email list, send a quick reminder like, “I’m going Live on Instagram tomorrow at 6 p.m. to show you restocks, new drops, and some special giveaways.” These small touches keep your audience aware and eager to join.
Behind-the-scenes posts are another way to grab attention before you go live. Show yourself organizing inventory, prepping your space, or give a sneak peek of one of the items you’ll feature. These moments build curiosity and create a sense of closeness between you and your audience. When people get a sneak peek and a personal preview, they’ll be more likely to tune in for the main event.
Step 3: Go Live With Content That Converts and Builds Connection
When the day comes, lean into the energy. Use Instagram live not just to sell but to connect. Here are tactics that really work:
- Try On and Styling Demos: Put your pieces on, show how they move, layer them, and style them differently. Help people see the real life version of what they are considering.
- Show Behind the Scenes: Share fabric swatches, design sketches, the manufacturing process, or even packaging choices. This builds story and value.
- Answer Questions Live: Sizing, fabrics, care instructions, fit issues, and shipping details are all common concerns. Anything people hesitate on, you can tackle in real time. Share how your product will help them in their life. Show them your favorite ways to style things.
- Limited Time Offers or Flash Deals: Offer a discount just for people in the live, free shipping over a certain amount, or a small gift for the first group of orders. This creates urgency.
- Use Social Proof: If someone bought before and sent a photo or gave feedback, share it. It reinforces that people like your products.
- Call to Action (CTA), Repeatedly: Don’t assume viewers will know what to do. Say things like “Tap the link in bio,” “DM me your size,” “Comment so I can save one for you,” or “Use code LIVE10 for 10% off in the next 24 hours.” Be clear and generous.
Step 4: Keep the Energy High During the Live
One of the best parts of Instagram live is the instant feedback loop. Use it to your advantage. Here are a few of my best tips for connecting with your audience:
- Greet people by name when they join. “Hey, Jenna, welcome!”
- Ask questions: “Where are you tuning in from?” “What color do you prefer, black or white?” “What are your favorites from us and what do you hope to see in the future?”
- Encourage emojis, comments, and hearts.
- Celebrate small wins: “We’ve just sold our first two jackets!”
- Show stock levels: “Only two left in size M.”
This isn’t just performance for the sake of it. It builds authentic trust and momentum.
Step 5: Keep Sales Rolling After the Live
When you finish your live, the work isn’t over. Here’s how to ride the wave:
- Save the Live to IGTV or Stories so that people who missed it can still see and shop.
- Share a recap post or Reel highlighting the best items or most fun moments.
- Follow up with people who asked questions or showed interest. Personal DMs can go far. Send a thank you message for those who joined and ask if there is anything else they need help with.
- Send “last chance” emails or reminders like, “live replay and sale ending soon”.
- Review what worked and what didn’t. Which items sold? What questions came up? When did people drop off? Use that to improve your next live.
Why Instagram Live Can Be a Game Changer for Your Clothing Brand
One of the biggest advantages of selling on Instagram Live is the deeper connection it creates. Viewers get to see the real person behind the brand, which instantly builds trust and authenticity. It also gives you the chance to answer questions and overcome objections in the moment. Instead of wondering if people understand the texture of your fabric or how a style fits, you can demonstrate and explain it right away.
Utilizing Instagram Live also brings energy and urgency to your sales strategy. People don’t want to miss out on exclusive deals, free gifts for showing up, or the excitement of being part of a live event. On top of that, it’s a cost-effective way to market your brand. Unlike expensive ads or professional photo shoots, live sessions require very little investment but can deliver a big return.
Final Encouragement
If you’re reading this and thinking, “I’m not ready,” I want you to know that you are ready. Your voice, your pieces, and your passion are enough. The foundation you build now with your website, product, trust, and systems will make everything else fall into place!
And if you need some more support along the way, consider joining my 1-on-1 mentorship for new and aspiring clothing brand owners, Fruition. Selling your product is one tiny piece of the puzzle, and I’ll guide you through the whole journey.
→ Learn more about Fruition here.
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