The brand and audience that make together, stay together.
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
Somewhat disappointing: 92% of retailers share social media
insight with their marketing department
53% with customer service 36% with product development
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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A TASTE OF RUNWAY.COM
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Cream of pumpkin and nuts Fendi SS 2014
A TASTE OF RUNWAY.COM
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Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014
BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
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? appearance
communication
behavior
brand personality
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DON’T MESS WITH… · Main navigation · Basket top-right · Scannable and
scrollable PLP · Filters left,
maybe top · Clean PDP layout · Size guides &
measurements · The “fold” · ..the buttons.
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Some examples from our work
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independent, daring,
down-to-earth
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web
web
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Overboard?
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Louis Vuitton goes logo free in China
“At the risk of shocking everyone, the [rate of] sales growth at Louis Vuitton is not a problem,”
said LVMH Chairman and CEO Bernard Arnault at a shareholders’ meeting, stating that slow growth was part of the company’s “deliberate strategy”
to become more exclusive.
✓ appearance
communication
behavior
brand personality
✓
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:) appearance
communication
behavior
brand personality
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The classic dilemma
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A/B tests. which test won.com
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And what about…
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Video is just for fans
20% / +20% basket size
“Inspiration”
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SO…
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✓ appearance
communication
behavior
brand personality
✓
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✓
DARE TO DIFFER UNDERSTAND TONE OF VOICE INNOVATE
LOOK DIFFERENT INSPIRE (A BIT) NO DILEMMAS SURVIVE & THRIVE
TEXT TO GO WITH THE PREVIOUS · Yes, there are a lot of constraints in fashion e-commerce. · But it is definitely worth it to try and really convey your personality.
· The real fashion victim forgets how to be different. · Understand your brand. Find your core personality by looking outside-in or create it
from inside-out · Determine your tone of voice. What are you going say differently than your competitors? · Innovate or die. Only dead fish go with the flow. Expand your added value. There is so
much user experience (and thus branding) to be achieved there that lies untapped. · Be a chameleon and choose your color. Create your own unique visual DNA. · Understand not only the power, but also the limitations of inspirational content. · Choose your balance between making a hard sell and easing up. Metrics and AB testing
will help you decide. So no matter what you’ll choose to prioritize: experiment! · Remember, your survival is at stake and the rewards may be high.
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157 @PIETERJ / #BRANDCONV all content copyright of their respective owners