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Posts tagged with Fashion Retail

marks and spencer australia thongs

Marks & Spencer's new Australian website: six things to note

Marks & Spencer has just launched new localised ecommerce sites to cater to Australia and New Zealand.

Previously, Australians could shop online via M&S’s UK-run website, which delivers to 30 countries worldwide, but now they have localised payment, content and returns.

I've had a look through the site, trying to spot best practice or any teething problems. Here's what's worth knowing.


Has Zalando designed the perfect email unsubscribe process?

I think I've found my favourite ever email unsubscribe!

What a treat, on my birthday, as well.

See if you agree.


Zalando: the fashion platform looking to China for great customer experience

German ecommerce pure play Zalando is learning from the Chinese market, offering stylist consultations by IM or phone call, unique social interactions and three-hour local delivery. 

It's part of rethinking the ecommerce model and blending online and offline to create a viable ecosystem, rather than simply an online shop.


Shazop review: designer comparison site is clunky on mobile

Shazop is a new service aggregating designer fashion products and allowing consumers to find the best prices online.

The proposition is fantastic but there's a little work to do before the mobile experience is silky smooth.

Here's the full website review.


How French Connection can improve its multichannel promise

French Connection announced this week that almost a quarter of its sales took place online in 2014.

Ecommerce represents 23% of its total retail revenue, which is 20% up from the previous year and as also reported in InternetRetailing 24% of all orders were fulfilled using its click and collect service. This follows its recent investment in multichannel services, from the website platform to the warehouse.

Lets take a look at French Connection and examine how the retailer can improve its multichannel standing, paying particular attention to delivery, returns, mobile and social customer service.


How Mango can improve its otherwise excellent ecommerce site

Mango is a Spanish fashion retailer founded on 1984 that now has more than 2,000 stores in 103 countries, 150 of which are in the UK.

Mango has also been operating its ecommerce site for around 15 years and it makes for an interesting study in highly innovative retail site design, but with areas that could definitely use an improvement.

Here we’ll take a look at what works on the site from a customer experience and usability point of view first, before highlighting where it could be more effective.


How Gap can improve its email marketing

Last July I wrote an article called how fashion retailers use email marketing, in which I investigated 16 brands including ASOS, Topshop, H&M and Gap to check the frequency, content, subject lines and ultimately effectiveness of their various email campaigns.

Now six months later I’ve decided to follow up the article by cautiously peering into the inbox of the email address I created specifically for the investigation to see what its current state is.


Three best practice tips for fashion ecommerce editorial

In 2014 James Carson spent three months examining the key content marketing trends of fashion retailers.

The product of this is an Econsultancy best practice guide, Fashion Ecommerce and Content Marketing, which acts as an industry audit of fashion ecommerce, specifically the way fashion retailers have invested in online content.

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How fashion ecommerce brands use email marketing

Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.

Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.

As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!

These are the 16 sites I chose to register my details with: Urban Outfitters, ASOS, Threadless, H&M, Topshop, Topman, American Apparel, UNIQLO, Gap, River Island, Next, Pull and Bear, Anthropologie, Forever 21, Miss Selfridge and The Kooples.

Now let’s take a look at the ravaged state of my inbox. Thank you Gmail promotions tab…


How fashion ecommerce retailers can reduce online returns

How a company handles its online returns is one of the trickiest areas of ecommerce customer service. 

How helpful, flexible and clear you are about your returns process can mean the difference between encouraging repeat customers and sending them off to a competitor.

There’s an excellent article on the best practice of handling returns written by editor-in-chef Graham Charlton which highlights 14 ways that companies can avoid annoying their customers.

But what if you want to reduce the amount of returns your business deals with, particularly if you’re a fashion retailer that traditionally deals with a higher volume of returns than other businesses? 

Are there ways that you can help consumers find the right size product straight away, therefore saving you and the customer unnecessary trial and error?

Let’s take a look at some examples, including some from our own case study database, to see how companies are reducing the amount of returns they receive.

Email Sign Up

How do 15 top US fashion retailers handle email sign ups?

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.


H&M's new '& Other Stories' site offers quirky but fun user experience

Last week clothing retailer H&M went live with its latest fashion spinoff, the woefully named ‘& Other Stories’.

The new sub-brand has seven stores across Europe as well as an ecommerce site that is available in 10 European countries.

The idea is to bring customers “diversified fashion collections with great attention to detail and quality at an affordable price.”

H&M’s first foray into ecommerce back in 2010 was hugely disappointing, and though the current iteration is a massive improvement there are still a few navigational issues with the site.