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Branding vs conversion in online Fashion retail

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How can it be that all online shops look the same, while fashion is so diverse? How can you be unique without losing conversion? E-commerce creates dilemmas for an industry that has traditionally focused on creating distinction through appearance. The big question is, now more than ever before: how do I make a difference, driven by the strengths of my brand?

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Branding vs conversion in online Fashion retail

  1. 1. BRANDING vs CONVERSION eFashion Amsterdam, june 2011 - Pieter Jongerius - Follow me on Twitter: @pieterj
  2. 2. Check out this clip on Vimeo (2min): http://bit.ly/gUvD7l
  3. 3. EMERCE #EFASHION Please take a look at the speaker notes, click the tab, below
  4. 4. making a difference in fashion?
  5. 5. EMERCE #EFASHION Please take a look at the speaker notes, click the tab, below
  6. 8. EMERCE #EFASHION
  7. 14. EMERCE #EFASHION
  8. 15. branding vs. conversion
  9. 17. branding vs. conversion unique conventional
  10. 31. conversion is king
  11. 33. branding is everything
  12. 34. branding ≠ vage flash sites
  13. 35. conversion is king & branding is everything
  14. 36. SOLUTION 1: COLLECTION = SHOP Branding vs. conversion EMERCE #EFASHION
  15. 43. solution 1: collection = shop ?
  16. 44. SOL. 2 & 3: BRAND BALANCE Branding vs. conversion EMERCE #EFASHION
  17. 45. BRAND BALANCE EMERCE #EFASHION appearance Birkigt&Stadler, 1986 payment logos returns info FAQ SEO solution 2 retail added value in the interactive world solution 3 persuasive design UI patterns grids productfotography brand box embossed buttons web-safe fonts the “fold” light backgrounds communication behavior brand values How do I make a differcence? EMERCE #EFASHION Please take a look at the speaker notes, click the tab, below
  18. 46. solution 2: added value
  19. 47. <ul><li>Commerce </li></ul>EMERCE #EFASHION BRAND-DRIVEN ADDED VALUE
  20. 48. <ul><li>Commerce </li></ul><ul><li>Communication </li></ul>EMERCE #EFASHION BRAND-DRIVEN ADDED VALUE
  21. 49. <ul><li>Commerce </li></ul><ul><li>Communication </li></ul><ul><li>Advice </li></ul>EMERCE #EFASHION BRAND-DRIVEN ADDED VALUE
  22. 50. <ul><li>Commerce </li></ul><ul><li>Communication </li></ul><ul><li>Advice </li></ul><ul><li>Relation </li></ul>EMERCE #EFASHION BRAND-DRIVEN ADDED VALUE
  23. 51. <ul><li>Commerce </li></ul><ul><li>Communication </li></ul><ul><li>Advice </li></ul><ul><li>Relation </li></ul><ul><li>Community </li></ul>EMERCE #EFASHION BRAND-DRIVEN ADDED VALUE
  24. 52. <ul><li>Commerce </li></ul><ul><li>Communication </li></ul><ul><li>Advice </li></ul><ul><li>Relation </li></ul><ul><li>Community </li></ul><ul><li>Identity </li></ul>EMERCE #EFASHION BRAND-DRIVEN ADDED VALUE
  25. 53. BRAND-DRIVEN ADDED VALUE <ul><li>Commerce </li></ul><ul><li>Communication </li></ul><ul><li>Advice </li></ul><ul><li>Relation </li></ul><ul><li>Community </li></ul><ul><li>Identity </li></ul><ul><li>Touchpoint strategy </li></ul><ul><li>Multichannel </li></ul><ul><li>Mobile </li></ul><ul><li>Social media </li></ul><ul><li>… </li></ul>EMERCE #EFASHION persuasive design
  26. 54. solution 3: persuasive design
  27. 55. PSYCHOLOGY OF INTERACTION EMERCE #EFASHION
  28. 56. SHOEDAZZLE vs SHOES.COM Survival of the fittest EMERCE #EFASHION
  29. 57. EMERCE #EFASHION
  30. 58.  Sensory appeal  Status & autonomy
  31. 59. EMERCE #EFASHION  Scarcity
  32. 62.  Self- expression
  33. 63.  Curiosity
  34. 64.  Rewards
  35. 65. EMERCE #EFASHION  Authority
  36. 66. SCARCITY  Scarcity
  37. 67. EMERCE #EFASHION  Challenges & rewards
  38. 68.  Delighter
  39. 71. usability is a commodity
  40. 72. SURVIVAL OF THE FITTEST
  41. 73. MENTAL NOTES by STEPHEN ANDERSON EMERCE #EFASHION
  42. 74. MENTAL NOTES EMERCE #EFASHION
  43. 75. LOSS AVERSION EMERCE #EFASHION
  44. 76. collection = shop added value persuasive design
  45. 77. CONCLUSION Branding vs. conversion EMERCE #EFASHION
  46. 78. branding =
  47. 79. “ It's strong, pretty and wearable. And the stores will love it.” — Anna Wintour EMERCE #EFASHION
  48. 80. EMERCE #EFASHION all content copyright of their respective owners

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