Digital

Online Customer Acquisition: Challenges and Opportunities for Brands

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:

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Empowering Shoppers and Brands: The Latest Trends in Online Fashion Retail

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…)

Update Your Brand Management Reading List

As the summer holiday season kicks in, we’re here to help you get your brand management reading list for all those long flights up to date.

Choose from our curated reader favourites from this past quarter for topics as diverse as the latest trends in edited retail, high and low tech fashion size finders, an update on fashion retail in India, creating memorable store experinces or Adidas’ Global Cities strategy. We’re sure there’s something for everyone. (more…)

‘Treasure Trucks’: Amazon’s Road to Omnichannel Retail Success?

While most brands and retailers are building and expanding their online stores, Amazon is investing in brick & mortar: a surprising update on Amazon’s omnichannel retail status.

Let’s imagine for a moment that you’re running a billion-dollar brand. Last year’s net expansion of stores was negative (not counting a recent acquisition) and your share in online sales remains below 5%. Can you already feel how analysts and journalists rip you to shreds over your unconvincing omnichannel retailing?

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Size Matters! 4 High and Low Tech Solutions for Fashion Size Finding

Fashion size finding remains a challenge for retailers and consumers. Choose the right fit for you from our shortlist of size finding technologies.

Finding the right size is of course crucial when shopping for fashion. It is therefore no big surprise that failing to find the correct size or fit is the reason that consumers mention most frequently for aborting a shopping experience, both online and in brick and mortar stores.

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Burberry: Classic Design with a Future-proof Retail Strategy?

An inside report by Cate Trotter on the strengths of Burberry’s retail operations.

Burberry made headlines when Marco Gobbetti replaced Christopher Bailey at the head of the company, and when Riccardo Tisci was named as Burberry’s new designer. In the context of the management change, the question whether the successors can fill the shoes left for them has been raised time and again. Cate Trotter believes they can, as the brand’s strength extends beyond fashion statement or management and lies in Burberry’s retail strategy.

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E-Commerce Platforms: Challenges & Opportunities for Brands

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.

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A New Paradigm for European Retail?

European markets are shifting. Find out what trends and challenges European brand retail faces and learn how to navigate shifting markets to sustain growth into the future.

With the European economy showing positive signs of growth and consumer markets improving, this year’s MAPIC is set to be an interesting one. The FSP team is looking forward to attending the conference to explore the opportunity for real estate investment with clients and colleagues.

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Marketplaces Are Now the Biggest Digital Distribution Channel for Brands

Digital distribution via marketplaces is big business. The choice of marketplaces is large. Selecting the right ones and operational execution are key.

Germany’s Bundesverband Onlinehandel (BVOH) teamed up with the agency p.digital to conduct a study about the state of the e-commerce marketplace industry. The study ‘Marketplaces Across the World’ charts 335 marketplaces in Europe alone and lists over 740 globally.

These findings alone make obvious that e-commerce marketplaces in Europe and globally have become an important channel of distribution. But there is more:

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Top Sporting Goods Brands Not Fit for Cross Channel Experience

“Most brands are pretty bad at cross channel experience.” That was the conclusion I came to during a recent online-offline study tour in London.

Asics, Adidas, New Balance, Nike, and Puma were my main brands of interest. To assess them, I researched cross channel experience best practices of a wide range of brands and retailers, created a scorecard, and built a store assessment app. In late August, I went on a field trip to London to find out how well they performed.

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The Amazon Book Store – Zero Cross Channel Services and Other Surprises

A retail pro report from Amazon’s brick & mortar book store in Seattle, a consumer experience with zero cross channel services. Only an app secured the sale.

I have to admit, I have a love-hate relationship with Amazon. As a consumer, I like their ultimate convenience for need shopping, yet find their attempts at inspiring my impulse shopping utterly over the top. As a brand and retail manager, I love them for (more…)

8 Excellent Weekend Reads for Brand Growth Strategy

Our Q1 blog visits are +99%, bounce rate -41%, subscribers doubled, likes & recommendations +100%, there couldn’t be a stronger feedback  the “Brand Growth Inspiration” blog is on the right track. Thank you to all authors, our readers & supporters.

In case you missed one of the valuable posts, here’s our bespoke selection of best weekend read for you. (more…)