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Marketing digital for fashion part 1

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This document provides an overview of digital marketing strategies in the fashion industry. It discusses how fashion brands have become less reticent about digital marketing. The objectives are to understand digital marketing strategies and tools used in fashion. It outlines how marketing budgets are evolving to integrate digital, with examples of budget percentages dedicated to digital in different countries. Key concepts in digital strategies like engagement, permission, and content are covered. The document also provides examples of different digital strategies for different fashion brands based on their business models. It emphasizes the importance of consistency across channels and having clear objectives in digital strategies.

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Digital Marketing in the Fashion Industry Part 1 Laura Gelis - 2016
Objectives of the module • Get some insights on what is a digital marketing strategy • Review all the main existing digital tools and how they are used in the fashion industry • Understand how to build a consistent digital marketing strategy Laura Gelis - 2016
Fashion & Digital : it’s complicated ! • Until recently, luxury fashion brands have been notoriously reticent to dabble in digital commerce and online advertising • Things are evolving : fashion brands spend more, in global, by ramping up digital expenses • 53% more brands ran online ads in September 2015 than in the same time period last year. (Source Mediaradar) Laura Gelis - 2016
Digital : a marketing revolution Laura Gelis - 2016
Digital : a marketing revolution So Many Data Laura Gelis - 2016
Digital : a marketing revolution So Many Channels Laura Gelis - 2016
Digital : a marketing revolution A new consumer Laura Gelis - 2016 CONNECTED INFORMED& Blog Mania Fashion Blogs : 958 000 000 results Twitter fashion : 2 660 000 000 results In China there are more than 618 million Internet users and half of them are purchasing online.
Digital : a marketing revolution New challenges for Marketing Directors • Understanding the « new » consumer(s) • Following the consumer journey accross all digital channels • Making use of all digital channels in a consistent manner • Determining which technologies/channels are relevant – Adopting Test and Learn mindset • Managing the budget and take the right decisions • Adapting the marketing team and marketing skills Laura Gelis - 2016
Laura Gelis - 2016 ?
Marketing Budgets are evolving to integrate Marketing Digital specific budgets : Top areas of investment for Digital Marketing : Email Marketing Website performance Mobile App development Lead management Search Marketing Digital Marketing : Some Figures Laura Gelis - 2016 The BIG headache for Marketing Directors ! Japan : 24% Germany : 24 UK : 549 % France : approx 30% % of Marketing Budget dedicated to Digital Marketing : US : 31 % China : 42%
THE DIGITAL MARKETING STRATEGY Laura Gelis - 2016
DIGITAL MARKETING STATEGY To provide a consistent direction for all digital activities in order to sustain business objectives while being smoothly integrated with other general marketing activities. Laura Gelis - 2016
Building a Digital Marketing Strategy • Consistent with business strategy and marketing strategy (segmentation, targeting, positioning…) • Set clear objectives : linked to business and specific to digital activities • Define a value proposition specific to digital activities for consumers, prospects and partners • Set and follow the consumer journey • Define a communication mix to attain the objectives • Define a budget and a roadmap Laura Gelis - 2016
Buildind a Digital Strategy LOUIS VUITTON Luxury Brand - Brand DNA - Creativity - Know How NET A PORTER Luxury E-commerce - Maximize sales / visitor - Newness / trends - Merchandising and promotions Laura Gelis - 2016 UNIQLO Mass Market Retailer - Maximize profit of each store - Innovation - Capsule Collections Three different business models - three different business strategy - three different digital marketing strategy
Some digital marketing specific concepts • Engagement vs Awareness : make the consumer react to the brand (like, comment, share) • Permission : implicit or explicit agreement of the consumer to receive messages (emailing, personal account via login…) • Content : Digital Marketing is relying heavily on content particularly in the fashion industry Laura Gelis - 2016
Specific challenges • Complexity : to build a consistent stategy accross all chanels, analyzing all datas… • Competitive analysis : difficult to follow everything • Technological agility / savvy • Cost – digital is not free • Saturation • Being open to every new technology and have the ability to decide if it is consistent with brand and business Laura Gelis - 2016
Generic digital strategies • Create a digital value proposition to acquire and retain customers while providing engagement through products or services • Target coverage : attract the target audience to owned media in order to increase awareness, preference and buy intentions • Online / offline sales efficiency and impact Laura Gelis - 2016
Buildind a Digital Strategy LOUIS VUITTON - Live Fashion Show - All Collections - About the LV house - LV fondation E-commerce is limited to small « pieces », adress of shops Social Networks links NET A PORTER - Shoppable magazine - Editorial - Products - Full e-commerce with full suggestions to increase sales - No social media link except The Net Set Laura Gelis - 2016 UNIQLO - Products, products, products - Full e-commerce, no suggestion, adress of shops - Facebook, instagram Support & build Brand DNA & brand engagement Create additional retail value through online presence Maximize check-out amount
Digital Marketing Strategy canvass • Situation analysis : where are we ? • Objectives : where do we want to go ? • Strategy : how to go there ? • Tactics : how to go precisely (incl budget)? • Actions : who does what and when ? • Control : how do we verify performance ? Laura Gelis - 2016
Situation : analysis of digital situation Many different KPI can be analyzed depending on the company and its strategy • Sales efficiency : – Number of leads created (new accounts), Online sales per month, Retention and loyalty • Marketing efficiency – Awareness, Preference,Recommendation • Digital marketing efficiency – Number of visits, number of sessions, page views, unique visitors, time spent, % of registration, % conversation rate, churn, click through rate…. • Resources and digital skills – Financial resources : budget – Technological Resources – Human resources (IT, Mkg) – Skills (community management, web development, content creation…) – Organisation / process • Analysis of digital maturity of the organizationLaura Gelis - 2016
Define strategic objectives • Aligned with the company business objectives • SMART objectives : Specific, measurable, attainable, realistic, Time • 5S : Sell, Speak, Serve, Save, Sizzle Laura Gelis - 2016
Laura Gelis - 2016 Define strategic objectives SELL • Products • Promotions • Services (free delivery) • Payment
SPEAK • Increase engagement by starting and encouraging conversation Laura Gelis - 2016 Define strategic objectives
SERVE • Develop all services provided to customers • Customer satisfaction goals to assess how you good you are at customer service and then improve it further • ASOS have invested in a choice of customer service channel Laura Gelis - 2016 Define strategic objectives
SAVE • Budget objectives • Show the value that is gained vs use of traditional marketing Laura Gelis - 2016 Define strategic objectives
SIZZLE • The amplifying effect of digital • Use of all relevant digital to make the story sizzzle • Building the brand online Laura Gelis - 2016 Define strategic objectives
The digital Marketing Strategy • Adapted to the value creation model • Will translate in every step of the value creation chain : - attract - engage - convert - retain Laura Gelis - 2016
Interested in this content ? Want to know more ? Please contact me ! Laura Gelis - 2016 Laura.gelis@brandandlab.com
ATTRACT How are you going to attract qualified buyers to your business? • Specific to digital marketing : Marketing PULL • The most important step : key to develop the whole strategy • Several acquisition strategies should be put in place : – Analyze – Compare – Develop • KPI to take into account to compare the different strategies – Volume of traffic generated – The cost for each new visitor – Qality of the traffic / transformation rate – ROI : value created vs cost Laura Gelis - 2016
Laura Gelis - 2016 H O W ?
• Buying Qualified Data Base • Competition on social networks • Content published on social networks • Search marketing • Online advertising (display) • Social network advertising • Partnerships with media or partners / influencers (bloggers) Laura Gelis - 2016 ATTRACT
ATTRACT Laura Gelis - 2016 Display Social network content Social network advertising Partner emailing Content to share
ATTRACT : analyse & compare Volume Cost Conversion Value ROI Running a Competition 100.OOO adresses 100k€ x 0,30 = 30.000 € 1,5% buy 70€ on average 100k x 1,5% x 70€ = 105.000 € (105-30)/30 = 250% Buying a qualified database 5.000 adresses 5.000 x 2 € = 10.000 € 10% buy 70€ on average 5000 x 10% x 70 € = 35.000 € (35-10)/10 = 250% Laura Gelis - 2016 Same ROI BUT different costs and different value If we buy a qualified database every month we get the same result as a competition every quarter
ENGAGE • Listen. Care. Make them Dream. • Build trust, desire, excitment • Gain a better understanding of your customer’s needs and wants Laura Gelis - 2016
Engage : Case study Sezane Laura Gelis - 2016 Instagram : 123 K + 168 K Facebook : 280 K
Laura Gelis - 2016 Engage : Case study Balmain Instagram : 3,9 M Twitter : 252 K Facebook : 553 K
Laura Gelis - 2016 DESIGN A COACH TOTE | DIGITAL CAMPAIGN Objective : engage with a young audience 3,200 CUSTOM TOTE DESIGNS • 6.5 MILLION ENGAGEMENTS Engage : Case study Coach Coach invited fans to design their own unique Coach tote and vote for their favorite design. The winning design was created into a special edition Coach Tote sold online and in select stores. There are three reasons why people participate : I can do it – I can drag and click and create something quickly and easily I’m a creator – it’s my goal in life to create a bag for Coach. I want to be a celebrity. 25% of young people believe they can be a celebrity.
CONVERT • The most important step but not always well mastered • Different KPIs to monitor depending on the business : find the right KPI ! • For a media website : number of visits with more than one page viewed • For an information site : visit length > 2 mn • For e-commerce : number of sales / number of visit • Service : number of subscriptions Laura Gelis - 2016 « You’ve invested a great deal of time, effort and energy to attract and engage qualified buyers – remember to make it easy for them to buy your products when the time is right » !
CONVERT • Analyse the tunnel of conversion : the different steps for the visitor to perform the final action – Number of steps – Complexity • The Optimization of the tunnel is key – Consistent speach along the way / consistent experience – Good UX and Design – In e-commerce average conversion rate is 2% Laura Gelis - 2016
Laura Gelis - 2016
Retain : build loyalty • Keep existing customers and create value on the long term • Today building loyalty is key as the cost to keep a client is 5 to 6 x less expensive than recruiting a new one. • Loyal customers are also often good ambassadors and source for new value creation (share content, advocates of the brand) Laura Gelis - 2016
Retain Laura Gelis - 2016

More Related Content

Marketing digital for fashion part 1

  • 1. Digital Marketing in the Fashion Industry Part 1 Laura Gelis - 2016
  • 2. Objectives of the module • Get some insights on what is a digital marketing strategy • Review all the main existing digital tools and how they are used in the fashion industry • Understand how to build a consistent digital marketing strategy Laura Gelis - 2016
  • 3. Fashion & Digital : it’s complicated ! • Until recently, luxury fashion brands have been notoriously reticent to dabble in digital commerce and online advertising • Things are evolving : fashion brands spend more, in global, by ramping up digital expenses • 53% more brands ran online ads in September 2015 than in the same time period last year. (Source Mediaradar) Laura Gelis - 2016
  • 4. Digital : a marketing revolution Laura Gelis - 2016
  • 5. Digital : a marketing revolution So Many Data Laura Gelis - 2016
  • 6. Digital : a marketing revolution So Many Channels Laura Gelis - 2016
  • 7. Digital : a marketing revolution A new consumer Laura Gelis - 2016 CONNECTED INFORMED& Blog Mania Fashion Blogs : 958 000 000 results Twitter fashion : 2 660 000 000 results In China there are more than 618 million Internet users and half of them are purchasing online.
  • 8. Digital : a marketing revolution New challenges for Marketing Directors • Understanding the « new » consumer(s) • Following the consumer journey accross all digital channels • Making use of all digital channels in a consistent manner • Determining which technologies/channels are relevant – Adopting Test and Learn mindset • Managing the budget and take the right decisions • Adapting the marketing team and marketing skills Laura Gelis - 2016
  • 9. Laura Gelis - 2016 ?
  • 10. Marketing Budgets are evolving to integrate Marketing Digital specific budgets : Top areas of investment for Digital Marketing : Email Marketing Website performance Mobile App development Lead management Search Marketing Digital Marketing : Some Figures Laura Gelis - 2016 The BIG headache for Marketing Directors ! Japan : 24% Germany : 24 UK : 549 % France : approx 30% % of Marketing Budget dedicated to Digital Marketing : US : 31 % China : 42%
  • 12. DIGITAL MARKETING STATEGY To provide a consistent direction for all digital activities in order to sustain business objectives while being smoothly integrated with other general marketing activities. Laura Gelis - 2016
  • 13. Building a Digital Marketing Strategy • Consistent with business strategy and marketing strategy (segmentation, targeting, positioning…) • Set clear objectives : linked to business and specific to digital activities • Define a value proposition specific to digital activities for consumers, prospects and partners • Set and follow the consumer journey • Define a communication mix to attain the objectives • Define a budget and a roadmap Laura Gelis - 2016
  • 14. Buildind a Digital Strategy LOUIS VUITTON Luxury Brand - Brand DNA - Creativity - Know How NET A PORTER Luxury E-commerce - Maximize sales / visitor - Newness / trends - Merchandising and promotions Laura Gelis - 2016 UNIQLO Mass Market Retailer - Maximize profit of each store - Innovation - Capsule Collections Three different business models - three different business strategy - three different digital marketing strategy
  • 15. Some digital marketing specific concepts • Engagement vs Awareness : make the consumer react to the brand (like, comment, share) • Permission : implicit or explicit agreement of the consumer to receive messages (emailing, personal account via login…) • Content : Digital Marketing is relying heavily on content particularly in the fashion industry Laura Gelis - 2016
  • 16. Specific challenges • Complexity : to build a consistent stategy accross all chanels, analyzing all datas… • Competitive analysis : difficult to follow everything • Technological agility / savvy • Cost – digital is not free • Saturation • Being open to every new technology and have the ability to decide if it is consistent with brand and business Laura Gelis - 2016
  • 17. Generic digital strategies • Create a digital value proposition to acquire and retain customers while providing engagement through products or services • Target coverage : attract the target audience to owned media in order to increase awareness, preference and buy intentions • Online / offline sales efficiency and impact Laura Gelis - 2016
  • 18. Buildind a Digital Strategy LOUIS VUITTON - Live Fashion Show - All Collections - About the LV house - LV fondation E-commerce is limited to small « pieces », adress of shops Social Networks links NET A PORTER - Shoppable magazine - Editorial - Products - Full e-commerce with full suggestions to increase sales - No social media link except The Net Set Laura Gelis - 2016 UNIQLO - Products, products, products - Full e-commerce, no suggestion, adress of shops - Facebook, instagram Support & build Brand DNA & brand engagement Create additional retail value through online presence Maximize check-out amount
  • 19. Digital Marketing Strategy canvass • Situation analysis : where are we ? • Objectives : where do we want to go ? • Strategy : how to go there ? • Tactics : how to go precisely (incl budget)? • Actions : who does what and when ? • Control : how do we verify performance ? Laura Gelis - 2016
  • 20. Situation : analysis of digital situation Many different KPI can be analyzed depending on the company and its strategy • Sales efficiency : – Number of leads created (new accounts), Online sales per month, Retention and loyalty • Marketing efficiency – Awareness, Preference,Recommendation • Digital marketing efficiency – Number of visits, number of sessions, page views, unique visitors, time spent, % of registration, % conversation rate, churn, click through rate…. • Resources and digital skills – Financial resources : budget – Technological Resources – Human resources (IT, Mkg) – Skills (community management, web development, content creation…) – Organisation / process • Analysis of digital maturity of the organizationLaura Gelis - 2016
  • 21. Define strategic objectives • Aligned with the company business objectives • SMART objectives : Specific, measurable, attainable, realistic, Time • 5S : Sell, Speak, Serve, Save, Sizzle Laura Gelis - 2016
  • 22. Laura Gelis - 2016 Define strategic objectives SELL • Products • Promotions • Services (free delivery) • Payment
  • 23. SPEAK • Increase engagement by starting and encouraging conversation Laura Gelis - 2016 Define strategic objectives
  • 24. SERVE • Develop all services provided to customers • Customer satisfaction goals to assess how you good you are at customer service and then improve it further • ASOS have invested in a choice of customer service channel Laura Gelis - 2016 Define strategic objectives
  • 25. SAVE • Budget objectives • Show the value that is gained vs use of traditional marketing Laura Gelis - 2016 Define strategic objectives
  • 26. SIZZLE • The amplifying effect of digital • Use of all relevant digital to make the story sizzzle • Building the brand online Laura Gelis - 2016 Define strategic objectives
  • 27. The digital Marketing Strategy • Adapted to the value creation model • Will translate in every step of the value creation chain : - attract - engage - convert - retain Laura Gelis - 2016
  • 28. Interested in this content ? Want to know more ? Please contact me ! Laura Gelis - 2016 Laura.gelis@brandandlab.com
  • 29. ATTRACT How are you going to attract qualified buyers to your business? • Specific to digital marketing : Marketing PULL • The most important step : key to develop the whole strategy • Several acquisition strategies should be put in place : – Analyze – Compare – Develop • KPI to take into account to compare the different strategies – Volume of traffic generated – The cost for each new visitor – Qality of the traffic / transformation rate – ROI : value created vs cost Laura Gelis - 2016
  • 30. Laura Gelis - 2016 H O W ?
  • 31. • Buying Qualified Data Base • Competition on social networks • Content published on social networks • Search marketing • Online advertising (display) • Social network advertising • Partnerships with media or partners / influencers (bloggers) Laura Gelis - 2016 ATTRACT
  • 32. ATTRACT Laura Gelis - 2016 Display Social network content Social network advertising Partner emailing Content to share
  • 33. ATTRACT : analyse & compare Volume Cost Conversion Value ROI Running a Competition 100.OOO adresses 100k€ x 0,30 = 30.000 € 1,5% buy 70€ on average 100k x 1,5% x 70€ = 105.000 € (105-30)/30 = 250% Buying a qualified database 5.000 adresses 5.000 x 2 € = 10.000 € 10% buy 70€ on average 5000 x 10% x 70 € = 35.000 € (35-10)/10 = 250% Laura Gelis - 2016 Same ROI BUT different costs and different value If we buy a qualified database every month we get the same result as a competition every quarter
  • 34. ENGAGE • Listen. Care. Make them Dream. • Build trust, desire, excitment • Gain a better understanding of your customer’s needs and wants Laura Gelis - 2016
  • 35. Engage : Case study Sezane Laura Gelis - 2016 Instagram : 123 K + 168 K Facebook : 280 K
  • 36. Laura Gelis - 2016 Engage : Case study Balmain Instagram : 3,9 M Twitter : 252 K Facebook : 553 K
  • 37. Laura Gelis - 2016 DESIGN A COACH TOTE | DIGITAL CAMPAIGN Objective : engage with a young audience 3,200 CUSTOM TOTE DESIGNS • 6.5 MILLION ENGAGEMENTS Engage : Case study Coach Coach invited fans to design their own unique Coach tote and vote for their favorite design. The winning design was created into a special edition Coach Tote sold online and in select stores. There are three reasons why people participate : I can do it – I can drag and click and create something quickly and easily I’m a creator – it’s my goal in life to create a bag for Coach. I want to be a celebrity. 25% of young people believe they can be a celebrity.
  • 38. CONVERT • The most important step but not always well mastered • Different KPIs to monitor depending on the business : find the right KPI ! • For a media website : number of visits with more than one page viewed • For an information site : visit length > 2 mn • For e-commerce : number of sales / number of visit • Service : number of subscriptions Laura Gelis - 2016 « You’ve invested a great deal of time, effort and energy to attract and engage qualified buyers – remember to make it easy for them to buy your products when the time is right » !
  • 39. CONVERT • Analyse the tunnel of conversion : the different steps for the visitor to perform the final action – Number of steps – Complexity • The Optimization of the tunnel is key – Consistent speach along the way / consistent experience – Good UX and Design – In e-commerce average conversion rate is 2% Laura Gelis - 2016
  • 41. Retain : build loyalty • Keep existing customers and create value on the long term • Today building loyalty is key as the cost to keep a client is 5 to 6 x less expensive than recruiting a new one. • Loyal customers are also often good ambassadors and source for new value creation (share content, advocates of the brand) Laura Gelis - 2016