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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
digita...
Fashion & Digital : it’s complicated !
• Until recently, luxury fashion
brands have been notoriously
reticent to dabble in...
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 ...
Digital : a marketing revolution
New challenges for Marketing Directors
• Understanding the « new » consumer(s)
• Followin...
Laura Gelis - 2016
?
Marketing Budgets are evolving to integrate Marketing Digital
specific budgets :
Top areas of investment for Digital Marke...
THE DIGITAL MARKETING
STRATEGY
Laura Gelis - 2016
DIGITAL MARKETING STATEGY
To provide a consistent direction for all digital
activities in order to sustain business object...
Building a Digital Marketing Strategy
• Consistent with business strategy and
marketing strategy (segmentation,
targeting,...
Buildind a Digital Strategy
LOUIS VUITTON
Luxury Brand
- Brand DNA
- Creativity
- Know How
NET A PORTER
Luxury
E-commerce
...
Some digital marketing specific concepts
• Engagement vs Awareness : make the consumer
react to the brand (like, comment, ...
Specific challenges
• Complexity : to build a consistent stategy accross
all chanels, analyzing all datas…
• Competitive a...
Generic digital strategies
• Create a digital value proposition to acquire and
retain customers while providing engagement...
Buildind a Digital Strategy
LOUIS VUITTON
- Live Fashion Show
- All Collections
- About the LV house
- LV fondation
E-comm...
Digital Marketing Strategy canvass
• Situation analysis : where are we ?
• Objectives : where do we want to go ?
• Strateg...
Situation : analysis of digital situation
Many different KPI can be analyzed depending on the company and its strategy
• S...
Define strategic objectives
• Aligned with the company business objectives
• SMART objectives : Specific, measurable,
atta...
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
custome...
SAVE
• Budget objectives
• Show the value that is gained vs
use of traditional marketing
Laura Gelis - 2016
Define strateg...
SIZZLE
• The amplifying effect of
digital
• Use of all relevant digital to
make the story sizzzle
• Building the brand onl...
The digital Marketing Strategy
• Adapted to the value creation model
• Will translate in every step of the value
creation ...
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
•...
Laura Gelis - 2016
H
O
W
?
• Buying Qualified Data Base
• Competition on social networks
• Content published on social networks
• Search marketing
• ...
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 ...
ENGAGE
• Listen. Care. Make them Dream.
• Build trust, desire, excitment
• Gain a better understanding of your customer’s
...
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 DESIG...
CONVERT
• The most important step but not always well mastered
• Different KPIs to monitor depending on the business :
fin...
CONVERT
• Analyse the tunnel of conversion : the different
steps for the visitor to perform the final action
– Number of s...
Laura Gelis - 2016
Retain : build loyalty
• Keep existing customers and create value on the
long term
• Today building loyalty is key as the ...
Retain
Laura Gelis - 2016
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Marketing digital for fashion part 1

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an introduction course to digital marketing in the fashion industry

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  • "following the customer journey" please elaborate. everybody is saying this, but nobody tells us how to do this exactly!!
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Marketing digital for fashion part 1

  1. 1. Digital Marketing in the Fashion Industry Part 1 Laura Gelis - 2016
  2. 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. 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. 4. Digital : a marketing revolution Laura Gelis - 2016
  5. 5. Digital : a marketing revolution So Many Data Laura Gelis - 2016
  6. 6. Digital : a marketing revolution So Many Channels Laura Gelis - 2016
  7. 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. 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. 9. Laura Gelis - 2016 ?
  10. 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%
  11. 11. THE DIGITAL MARKETING STRATEGY Laura Gelis - 2016
  12. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22. Laura Gelis - 2016 Define strategic objectives SELL • Products • Promotions • Services (free delivery) • Payment
  23. 23. SPEAK • Increase engagement by starting and encouraging conversation Laura Gelis - 2016 Define strategic objectives
  24. 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. 25. SAVE • Budget objectives • Show the value that is gained vs use of traditional marketing Laura Gelis - 2016 Define strategic objectives
  26. 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. 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. 28. Interested in this content ? Want to know more ? Please contact me ! Laura Gelis - 2016 Laura.gelis@brandandlab.com
  29. 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. 30. Laura Gelis - 2016 H O W ?
  31. 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. 32. ATTRACT Laura Gelis - 2016 Display Social network content Social network advertising Partner emailing Content to share
  33. 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. 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. 35. Engage : Case study Sezane Laura Gelis - 2016 Instagram : 123 K + 168 K Facebook : 280 K
  36. 36. Laura Gelis - 2016 Engage : Case study Balmain Instagram : 3,9 M Twitter : 252 K Facebook : 553 K
  37. 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. 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. 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
  40. 40. Laura Gelis - 2016
  41. 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
  42. 42. Retain Laura Gelis - 2016

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