Give them what they want ; give your customers what they want! For example, let them think along with your brand and your products. Nike shows how it should be done; they do not sell shoes but 'make it possible to run'. They also involve customers in the product, by giving them the opportunity to design/customize shoes themselves with NIKEiD .
Be human ; as said before, your customer is a person. So approach your customer in this way too.
Be true to yourself; what are the strengths of your fashion brand? As a brand, you can support and promote this image. It is important that you bring interesting and relevant stories. For example, Nike+ supports customers in achieving their running goals. This results in a strong community where you as a customer can see existing running times and routes, run together and challenge each other.
Tell stories ; a brand that always tells a clear message in a story is Coco Chanel. An example of this is the relaunch of the world famous perfume; Chanel no. 5 perfume . But they also show a story through the lens of one of their most popular products; ' the making of the cardigan '. In both cases they tell a clear story about the brand and not a story that is purely focused on the product.
Take it outside; let your product speak for itself. Take the product offline, if possible. This way it becomes even more fun and interesting for your fans. Nike also has a nice example of this .
KarlLagerfeld
Lighten up; be surprising as a brand and don't take it too seriously. Coco Chanel has a nice example where they introduced a game for the launch of a new line of sunglasses. The idea is that you take Karl Lagerfeld's glasses.
Get out of the way; pursue your goals!
Approach your customers as individuals
An important message is that you should approach customers as individuals and not as 'consumers'. It is important that you show your 'love' to your customers and not, as many companies do, ask for it (such as asking for likes on Facebook). House of Einstein is a fantastic example of how customers are seen as individuals. Despite the fact that this is often difficult to achieve online, they provide personal clothing advice. Based on an intake via Skype, 3 clothing sets are put together and sent. At home, the men (the target group) can choose between the sets and what they do not want to keep is returned. A completely new business model where House of Einstein can offer men a quick, easy, good and above all fashionable offer!
Branding vs. Conversion
In previous editions of eFashion, the topic of branding versus conversion has been discussed taiwan mobile phone number list Pieter Jongerius clearly stated during the session, in collaboration with The Sting, that e-commerce is a conversion field. Branding is not opposed to conversion and you do not have to focus on either one. If a customer has decided to make a purchase, then this customer has also had a clear feeling or experience during this purchasing process.
The new website of The Sting is clearly created from the feeling and brand experience that you also have in the physical stores of The Sting. To translate this feeling from offline to online is often difficult. This process has taken months at The Sting since the pitch in 2011, since February this year their site has been live. This was preceded by a long process of testing and research. But also since the website went live, continuous testing has been done in cycles of 7 weeks.
indicates that visitors like to see sets. How can you wear and combine the clothes? According to Willem, these sets increase the conversion and especially the purchase amount. What stands out on the website of The Sting is that a lot of contrast is used, a lot of play is done with light both in the (mood) images and product photography. In this way, they translate the feeling of the store to the webshop well.
In short, all fashion brands, retailers and pure players; tell your story! Be authentic and inspiring but stay consistent. And pay attention: “Don't be boring!” (according to Kristofer from Converse).