BRANDING vs CONVERSION- Pieter Jongerius -

eFashion Amsterdam, june 2011

Follow me on Twitter: @pieterj1

Check out this clip on Vimeo (2min):http://bit.ly/gUvD7l

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making a difference in fashion?

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branding vs. conversion

branding vs. conversion

unique conventional

conversion is king

branding is everything

branding ≠ vage flash sites

conversion is king&

branding is everything

SOLUTION 1: COLLECTION = SHOPBranding vs. conversion

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?solution 1: collection = shop

SOL. 2 & 3: BRAND BALANCEBranding vs. conversion

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BRAND BALANCE

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appearance

Birkigt&Stadler, 1986

payment logosreturns infoFAQSEO

solution 2retail added value in the interactive world

solution 3persuasive design

UI patternsgridsproductfotographybrand boxembossed buttons

web-safe fontsthe “fold”light backgrounds

communication

behavior

brandvalues

How do I make a differcence?How do I make a differcence?

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solution 2: added value

· Commerce

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BRAND-DRIVEN ADDED VALUE

· Commerce

· Communication

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BRAND-DRIVEN ADDED VALUE

· Commerce

· Communication· Advice

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BRAND-DRIVEN ADDED VALUE

· Commerce

· Communication· Advice· Relation

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BRAND-DRIVEN ADDED VALUE

· Commerce

· Communication· Advice· Relation· Community

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BRAND-DRIVEN ADDED VALUE

· Commerce

· Communication· Advice· Relation· Community

· Identity

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BRAND-DRIVEN ADDED VALUE

BRAND-DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Identity

Touchpoint strategy· Multichannel· Mobile· Social media· …

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persuasive design

solution 3: persuasive design

PSYCHOLOGY OF INTERACTION

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SHOEDAZZLE vs SHOES.COMSurvival of the fittest

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Sensoryappeal

Status & autonomy

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Scarcity

Self-

expression

Curiosity

Rewards

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Authority

SCARCITY

Scarcity

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Challenge

s& rewards

Delighte

r

usability is a commodity

SURVIVAL OF THE FITTEST

MENTAL NOTES by STEPHEN ANDERSON

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MENTAL NOTES

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LOSS AVERSION

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collection = shop

added value

persuasive design

CONCLUSIONBranding vs. conversion

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branding =

“It's strong, pretty and wearable. And the stores will love it.” — Anna Wintour

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