HOW TO BUILD A SUCCESSFUL ONLINE FASHION BRAND - PART 2 OF 2

THE KEY THINGS THAT FASHION E-TAILERS DO TO ACHIEVE LONG-TERM ONLINE SUCCESS!

PERSONALISED SHOPPING EXPERIENCES


If you're serious about creating a lifetime customer value, you have to get to know your customers intimately.

Online Fashion Retailers are constantly innovating new ways to collect customer information and use it to provide a personalised shopping experience. Forge a great relationship using the below tips and strategies:



1.SELLING A COMPLETE "LOOK"


Adding related products on other pages on your site is a great way for e-commerce retailers to encourage users to buy more of their products, related to the original purchase. Add to the Shopping Bag page, product pages and collection pages for maximum impact.

This up-selling method is used extensively on e-commerce stores and promotes multi purchases by displaying and styling pieces together as complete looks.


2.GIVE ACCURATE FIT AND SIZING DETAILS


In todays' online world, customers buy products from the comfort of their own homes, at a time that suits their lifestyles. But fit can become an issue if this then leads to purchase returns.


Returns cost the fashion industry millions of pounds per year in re-allocation and shipping fees as well as customer care. Many returns can be avoided by providing accurate sizing and fit details including key measurements at the selection stage, making sure that your audience is well educated with your fit and size policies. Have a separate size guide page on your site and add clear, detailed information to all your product pages.

3.COOKIE USAGE


Cookies (AKA browser cookies) is a text string that is stored in a web browser. It’s data sent by a web server to a browser and then sent back unchanged by the browser every time it accesses the server. The prime objective of cookies is to enrich the browsing experience of user by personalising it according to user's behaviour.

For example, it enables users to save their usernames and passwords into the browser so that they don't have to remember it. In e-commerce, following four are the most commonly used cookies:


  • Website functionality cookies: These type of cookies enable a visitor to use features like shopping bag and wish lists.

  • Website analytics cookies: Online retailers use these cookies to measure and analyse how customers use the website. This allows retailers to constantly improve their shopping experience.

  • Customer preference cookies: When browsing or shopping online, these cookies enable websites to remember the preferences of the customer (for example user name, language or location). This makes browsing experience of the user simpler, easier and more personal.

  • Targeting cookies: These cookies are used to deliver targeted content. These cookies also limit the number of times a customer see something on the website ie ads placed by other brands.


4.BUILD A BRAND COMMUNITY


Fashion retail stores are using email campaigns, not only as a marketing channel but to build lasting relationship with their customers. 

They create intelligent email marketing campaigns to give personalised shopping experiences. Collect email addresses and other customer information when users subscribe and combine it with their purchasing behaviour. This enables you to send the most targeted content, product recommendations and deals via email.

5. USE POP-UP SIGN-UP FORMS


Pop-up sign-up forms are commonly used by all the leading fashion e-commerce stores. If you enable a popup sign-up form on your store and a new visitors opens your website, a sign-up form emerges and greys out the site in the background to show only a popup signup form.

This is a great way to increase the number of newsletter subscribers or registered users of your store.

Make your pop-up design in line with your brand aesthetic to further enhance your brand message.


6. DON'T OVERUSE EMAIL


Carefully consider the frequency of the newsletters you send to your subscribers. Many major players are pushing the limits by bombarding their subscribers with content every day, some more than once per day.

This can have the opposite effect, and result in unsubscribes and unfollows, due to repetition. Customers don't like to be overwhelmed by continuous emails.


For the emails you do send, keep content high quality and work out a delivery schedule that won't alienate readers.

Use an established email scheduling application like https://mailchimp.com to create and send beautiful email.

Part 3 covers ways to build trust and loyalty to your brand, keeping your customers engaged and enthralled.




Starting a new Fashion Brand?

For bespoke fashion design go to: fashion to learn more about our design services. We prepare detailed fashion trend forecasts for new brands, giving validation that you are developing the right product, at the right time.


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Over two decades worth of experience within the luxury and commercial sectors of the fashion industry has given Tiffany the know-how you need for your brand.

With both her craft as a freelance fashion designer and curiosity and vision as a forecaster, she has built a reputation for accurate trend prediction and design development.

hello@tiffanyhill.co.uk

LONDON, UNITED KINGDOM

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