Many fashion retailers are feeling a pressure on their margins due to delivery costs and price deflations.
This is a tricky area for fashion sites, as they have higher than average returns rates due to the fact that customers cannot try items on before buying.
This article looks at a few ways on how to combat this downward trend.
British fashion brand Lyle & Scott is looking for its next great leader, a new CEO.
To do this, shunning traditional recruitment methods, the company is using social media predominantly, linking to a microsite to attract the right person.
Will we start to see this kind of recruitment process more and more? Those at Lyle & Scott think that to find the right candidate, one has to mix things up a bit, and use a selective medium, symptomatic of the candidate one is looking for.
Let’s take a look…
As seen in an earlier post almost all major British fashion retailers attempt to entice visitors into signing up for an email newsletter.
The reason for this is obvious, as data from our Email Marketing Census 2013 shows that two thirds of companies (66%) rate email marketing as excellent (22%) or good (44%) for return on investment.
Following on from our last post, we’ve turned the focus on US retailers to see if they do things differently.
So here’s the bad news. It’s no longer enough for your site to be ‘usable’ and ‘intuitive’. Today’s best in breed online retailers mastered the usability thing a while back and have long moved on.
To survive in a competitive market your site must also draw customers in, provide ideas, inspiration and help all without being overly attentive and obtrusive.
Whether your site is selling high fashion or stationery, we can all learn something from the most successful online retailers. We used whatusersdo.com to find out what was working best on two big fashion retail sites: ASOS and H&M.
Here are the five key themes both have hit upon to help them to their success.
Style is everything when it comes to marketing fashion and beauty brands online. Consumers expect visually rich product presentations and easy ways to compare options like colours and sizes.
That’s why online merchants selling fashion and beauty products are at the forefront of implementing new ecommerce strategies that highlight their products in high style.
Just like they do on the high street, they fill their online storefronts with scintillating features that allow shoppers to browse colours, styles, silhouettes and patterns, with advanced search results, sorting options and merchandising tactics that help visitors quickly find the products they need and convert them into buyers.
There is little doubt that in recent years the high street is being reshaped by the impact of the growth of e-commerce.
Aurora fashion group, for instance, announced in March 2012 that half of its stores could close due to the fact that 70% of the company’s transactions are now made online.
The launch of the new fashion sharing site todayimwearing.com is the latest contribution to a now established trend which has changed the way fashion trends are communicated and bought.
Joining an army of fashion bloggers, users of the site can upload photos of themselves, tag their outfits and check out what others are wearing.
We wondered how the experience on todayimwearing.com, with its user generated content would compare to a high street giant such as TopShop.com which has had many years to perfect the online experience for their customers.
Using whatusersdo.com we asked users, who are regular online clothes shoppers, to browse the sites for an outfit they genuinely liked and try to buy it. We then asked them which site they preferred and why.
In an increasingly competitive market it’s fundamental for e-commerce businesses to have engaging content to attract shoppers and convert them into customers.
Personalisation is a great way to target different consumer segments or even individual shoppers with tailored content that improves the user experience and increases the likelihood of a conversion.
It’s a topic we’ve looked at in more detail in blog posts about the ROI of personalisation and four tips for improving website personalisation.
Online fashion retailer Stylistpick used personalisation to increase conversions by 33% among one customer segment.
Pinterest’s rise from niche website to social powerhouse has been built largely on the back of fashion and lifestyle users.
And we’ve seen a few case studies recently that suggest Pinterest users are worth more to e-commerce sites than visitors from Twitter or Facebook.
Perhaps to reassert its authority as the number one social network, Facebook has released stats to show that its platform is just as popular with “shopaholics and fashionistas.”
A developer blog post by Austin Haugen flags up five examples of fashion brands that have increased traffic and mobile installs through the use of Open Graph apps.
For brands using the seemingly ubiquitous Facebook 'Like' button, more is usually better.
Translating all those 'likes' into sales, however, is for many if not most brands, a difficult exercise. After all, it's easy to get consumers to say they like something than it is to get them to pull out their wallets.