Guy Levine, The IMG and Fashion eTail
Yesterday I spoke for the International Menswear Group who held their meeting at the Merrion hotel in Dublin (Bruce Springsteen was checking in as I was leaving!) . The meeting consists of a luxury/designer menswear store from each country worldwide. I met store owners from as far afield as Canada, Australia and the USA.
My remit was to talk about ecommerce and how it could be done better. It turns out there were a few key points that came out of the meeting.
The first point was that online, two areas work best – discounted designer brands where price shoppers could find good bargains and hard to find items. I think this marks the fact that online is a separate stream to retail. While this may not be true in all cases, in fashion it is at the moment.
The second that email marketing is still the best pound for pound marketing. Any methods used to capture customer details are worth implementing. It’s about being creative and adding value.
The third is that video rocks, and the more it is used, the more people buy. Combine video with adding value and there is a major recipe for success.
If you have any insight into eCommerce with designer brands, leave a comment!