Can help you in promoting you site online with spending a fortune as I into online promotion coming into the fashion world.
If you already know which consumers to target (prioritising market segments and audiences you seek to influence), analysed their behaviour to identify patterns and preferences (what's their search behaviour?, which platforms they use? how they create and participate in the social media? what they media-consume?), understood their influencers (search engines, fashion aggregators or price comparisson, or other media intermediaries), optimised your site (or enhanced your presence on third-party sites) to engage visitors with relevant and quality content, defined a compelling online value proposition (what can a visitor get from your online brand that they can't get from you offline? that they can't get from competitors?), improved your site's effectiveness and efficiency (in terms of conversion and sales) using web analytics, established which metrics to monitor (if you can't measure it, you can't control it!), then you are on your way to focus on improving your site's visibility and traffic using a low-budget but effective e-communication plan to bring and convert visitors into loyal customers! :) There's a lot to fashion indies can do to profit from this exciting and increasingly growing sector! Remember, online fashion retail is one of the hottest areas in the whole e-commerce industry!
Enough said! You can start defining how much and which media to best-invest your limited resources whilst determining a SEM (search engine marketing) strategy (mainly Search Engine Optimisation), and a social media strategy (Online PR). You also need to know which metrics you are going to use to track, evaluate and improve the performance of your e-communitacion performance. Push out from your site (instead of receiving in) using email, RSS feeds (i.e. Twitter), blogs, your social network brand page (i.e. Facebook).
I'd also suggest you to invest your time and efforts for delivering your e-communitations plan to attract visitors using a balanced mix between brand awareness and direct sale, either in a continous manner or campaign-based. If you are a specialist I'd also recommend you re-consider using Pay-per-click advertising (Adwords) but now with a keyphrase strategy (what people is typing when they search), and having calculated your maximum profitable Cost Per Acquisition (CPA) (that's pretty important thing to know when developing a bidding strategy on Adwords! Google to find more ;)
Anyway, Is it possible for you to reach and bring older/existing customers you once served outside your new site (i.e. eBay)? Perhaps with no much effort/money you could also increase your sales creating a new, affordable and simple, yet effective customer relationship. Depending on the case sometimes it's preferable to serve and nurture existing valuable customers than going after new ones.
Let me know if I didn't explain myself clear with anything. I'm here to help and learn!