This document provides an overview of digital marketing strategies in the fashion industry. It discusses how fashion brands have become less reticent about digital commerce and online advertising. The objectives are to understand digital marketing strategies, tools used in fashion, and how to build a consistent strategy. It also covers challenges like understanding new consumers and adapting marketing skills. Effective strategies integrate specific digital budgets and focus on engagement, channels, and content. The document provides examples of digital strategies for different fashion brands and outlines components of an effective digital marketing strategy canvas.

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
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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%

11. THE DIGITAL MARKETING
STRATEGY
Laura Gelis - 2016

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

40. 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

42. Retain
Laura Gelis - 2016