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Posts tagged with Fashion

fun

Seven ways to make ecommerce fun (& five ways to create experiential BS)

I enjoy shopping, but a lot of the fun is missing online.

The majority agree with me, they miss the crowds, the serendipity, the buzz and the changing rooms.

I was re-reading our ecommerce predictions for 2016 and it struck me they are all pragmatic, about devices, delivery, CRO, third-party solutions etc.

Only Matt Curry of Lovehoney mentioned 'super rich experiences', which I think is somewhere close to a definition of fun. So what does fun look like?

1 comment

Has Essena O'Neill signalled the end of influencer marketing?

In an effort to create successful social campaigns, more and more brands are aligning themselves with social media influencers, boosting the fortunes of consumers-turned-digital celebrities in the process.

But are brands setting the stage for an influencer marketing implosion?

The story of Essena O'Neill, a popular 18 year-old influencer from Australia, raises numerous questions that brands may have to grapple with sooner than they expect.

4 comments

How three fashion brands became the most ’socially engaged’

According to new research, Mr Porter is the most socially engaged premium fashion retailer, closely followed by Kurt Geiger and Matches.

In this post I'm going to analyse what each of those brands is doing on social media to see why they're so successful.

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MR PORTER

How fashion brands are setting trends in digital

How can fashion retailers use dynamic data to meet consumer expectations and take advantage of new channels?

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karlism

20 beautiful examples of web design from high fashion brands

The lovely header image I've used for this blog post is a 'Karlism'. I considered using a picture of Will Ferrell's Mugatu, but stopped short.

The world of high fashion is a strange one online. Some websites are beautiful but don't work well, some vice versa, and some hit both nails on the head.

Here, I've rounded up some little features, mostly about imagery and web design but also touching on UX. I've experimented a bit by showcasing them using Vine. Some of the imagery isn't captured particularly crisply, but you can click through from each heading, or from a static image if there is one, to explore the page in question.

I could have used screencasting to capture these elements, but Vine was quite a bit quicker and maybe it even makes me look agile?

See what you think. Visit the sites and check these things out for yourself and let me know what you think works and what doesn't.

4 comments

How to tackle free delivery and high returns in online fashion

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.  

6 comments
Lyle & Scott

Can you find a CEO on social media? Lyle & Scott hopes so

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…

4 comments
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.

5 comments

Five key themes for fashion ecommerce success

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.  

4 comments

What fashion and beauty retailers can teach you about site search

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.

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Why should fashion brands improve their multichannel offerings?

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.

4 comments

How does todayimwearing.com rate in user tests?

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.

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