Thomas specializes in e-commerce. After a tenure at Amazon Fashion he launched his own company, love the brands, to help brands build stronger independent e-commerce businesses while keeping the connection with their customers alive and strong.
Building a successful e-commerce business requires a strong online customer acquisition strategy, especially when the competition are big platforms like Amazon or Zalando. How can brands leverage their strengths to compete?
A brands’ ability to operate a successful e-commerce business clears the path to bigger margins and critical access to customer insights compared to wholesale channels. If you are an executive working for a ‘traditional’ fashion brand and want to better understand the marketing of your online store, ask your e-commerce director this simple question:
Fashion shoppers and brands demand more than monotonous ‘scroll and buy’ experiences. New trends are already redefining online fashion retail, are you following them?
Shopping for fashion online has become widespread, especially for millennials who now buy 20% of their clothing on the internet, according to WWD.
And the big online retailers, led by Amazon, deserve credit for having found ways to offer reliable and trustworthy shopping experiences with easy and secure payments, flexible deliveries and often free returns. By establishing this trust in the online shopping process, a big milestone has been reached that allows online fashion retail to leave its infancy. (more…)
Large platforms like Amazon, Zalando or Asos increasingly dominate digital distribution. Should brands be worried?
In their report The state of fashion, published in late 2017, McKinsey point out that online shopping is increasingly dominated by large platforms like Amazon, Zalando or Asos. After reading this report, I’m surprised to not hear more reactions from the fashion industry – particularly from brands, as the report concludes that working with these platforms has become a ‘necessity’ for them.