Love: The Secret Ingredient In Fashion E-commerce (Emerce eFashion 2015, SXSW 2015)

transcript

Pieter Jongerius & Louise Roose

LOVE, THE SECRET INGREDIENT OF FASHION E-COMMERCE

BRANDING & DESIGN FOR FASHION ECOMMERCE

@FABRIQUE @PIETERJ @LOROOSE #EFASHION15

BRANDING VERSUS CONVERSION

Last year, we presented a method on blancing branding and conversion in fashion e-commerce. Our main challenge: all web shops look and feel increasingly the same, for brands this imposes a problem.

To overcome this, at Fabrique we use very simple technique to make a difference. The presentation has tons of examples on how exactly this works.

The slide deck is available here:

SlideShare: http://bit.ly/brandconv

But where does the drive come from to do things differently?

If you ask us, the answer is…

@FABRIQUE @PIETERJ @LOROOSE #EFASHION15 6

Love <3

8 @FABRIQUE @PIETERJ @LOROOSE #EFASHION15

Love is…

… an unconditional fascination.

It makes hungry, drives a search for perfection

It can be about the old fashioned true art of creating beautiful clothes.

It can also be about really loving to sell stuff!

There are too many shops that are created with too little love, or where craftsmanship is lacking.

photography & film

customer service

stories

craftsmanship

conversion

selling online

online marketing

physical stores

user experience

animation

fulfillment omnichannel

architecture

corporate responsibility

visual identity

startups

Core Tradition E-commerce New

internet of things

merchandising

social

We’ve given this a lot of thought: what types of love do you need to run an online store? (please note, we’re leaving out adjacent disciplines such as marketing and social)

If you really put your love into your work, it will definitely show. Let’s look at these examples.

CRAFTSMANSHIP Love at first sight

Love for craftsmanship starts with the creation, the fabrics…

… the machinery…

…creating something by hand.

Mulberry is all about craftsmanship.

In stories, but also on their product detail pages.

They show intricate details and the material up close! This really helps in emphasizing their craftsmanship.

From our portfolio: rivieramaison.com European brand, furniture and interior decorating..

Next to inspiration….

…we offer video’s that are specific to the product, showing how the material was handled and why no two chairs are the same..

We know that consistent positioning, in this case on craftsmanship, leads to a well trusted brand.

So it’s definitely worth the effort

to find new and effective ways of expressing this in an e-commerce environment.

However, sometimes you want to express your love a little stronger…

https://www.youtube.com/watch?v=FaRaDDbmsM8 .

We think this video is awesome. So much love went into it. But in e-commerce you have to be careful about what you expect from it.

Videos are very strong as a means of story telling,

and will be watched and enjoyed … …. but mostly by fans.

FILM Love alone is not enough

https://www.youtube.com/watch?v=kCr7ZP7KC0Q .

This shoppable video has got it all: ·  Compelling story ·  Denim style photography

·  Viewer decision making ·  Interactive animation ·  Hi res stills ·  Dynamic audio

·  Social sharing ·  Shopping ·  Post experience overview

ONLY JEANS: ONLYBECAUSEWECAN.COM

Within two weeks 280.000 visitors 450% traffic increase at only.com

However, actual sales figures remain undisclosed

So again, if you really love film or video, how do you effectively combine it with e-commerce?

More and more campaign video’s are being used Tip: look into the glasses ;).

But also for the products!

Classic example, still online: Lip Stick list page by Tom Ford ( http://www.tomford.com/women/lips/) .

Take this landing page by R+Co. (http://www.randco.com/)

If you’ve ever blow-dried long hair, you now probably feel it in your fingers and smell the warm and drying hair. .

And again, they combine it with video on the product detail page. This time setting the scene for your night out, looking beautiful!

Every day, more retailers use video on Product Detail Pages to help customers get a better impression of the garments

http://www.net-a-porter.com/product/560216/Merchant_Archive/cotton-twill-dress .

The results are great: video played on PDP leads to over 150% more sales from that page

Source: Caez; swellpath.com

Use video for branding or conversion. Think about what it is you want to accomplish

Then, let the love roll…

Source: Caez; swellpath.com

PHOTOGRAPHY Love can make blind

There’s a great tradition with photography in fashion. Take a look at the fantastic shoots for Versace.

Again, so much love went into this… .

…however, if you do a few clicks, things get worse rapidly…

…and in the shop it’s not much better.

So much love was felt for the campaign shoots that the product photography was left out. .

As a counterexample, take http://gingercollections.be/ , a case from our portfolio.

Again, much love was went into the photography, … .

…but it can be found throughout the site, including the product detail pages.

Scrolling down, photography remains full screen.

Love is great when you can feel it in every corner. Watch out for blind spots!

Investing in great product photography pays off: 75% of customers say

quality of photography is the main influencer of their buying decision.

SELLING ONLINE Love is good, money is everything???

In e-commerce, you have to be frantic about metrics,

checking them every morning in the train on your way to work. It’s like sports!

Most traditional brands find this scary. Afraid they are going to look like Amazon.

Selling online is a new kind of love you should have in your team!

We don’t promote letting numbers be your only driver.

It is about metrics and analysis, but also about creativity.

Chanel looks like Chanel and they love selling online. With tons of commercial tricks, we’ve picked a couple.

First: replenishment options, an advanced feature that enhances loyalty and sales.

Complimentary shipping, samples and returns!

…and they’re not afraid of simply repeating that at the top of the page,

because they know it wil increase conversion. .

And even online exclusives! This tells me they are not afraid of their retailers.

At any rate they really love selling online! .

Every single day, there is 1% of conversion improvement

laying somewhere on your desk.

Grab it!

INNOVATION New love is exciting

New exciting tech available. So many opportunities!

Don’t be afraid to embrace new things…

VERSACE VACCARELLO LIVE RUNWAY E-COMMERCE

In 2014 Versace made it possible to buy directly from the runway. Live! Gone were months of waiting… Many brands stream there shows live on the internet, turning traditional fashion upside down..

VIRTUSIZE

Smaller, but very effective. Virtusize lets you compare garments to those you’ve bought earlier or to garments that you have in your closet.

Helping reduce returns and enhancing user experience. A good example of a startup that thinks ‘fashion’, not just ‘tech’. .

BELAQISE / SHEYP

Belaqise is a Dutch fashion brand. They introduced a revolutionary new sizing system that doesnt just use different

measurements, but also takes into account different body shapes, per garment. .

REBECCA MINKOFF MAGIC MIRROR

This mirror helps the retail fitting and sales process.

So, the tech is there now, and others have these as well, but will these mirrors ever really take off? .

FUJITSU HAPTIC INTERFACE

And more profound tech is underway. Fujitsu has created the first touch screen that emulates textures.

Can you imagine actually feeling the fabric? :) .

MAKEUP GENIUS

Last, but not least. Makeup Genius by l’Oreal. The app that lets you put on virtual make-up.

It makes us so happy, because it works like a charm. And that tells us l’Oreal must really love their tech AND customers! .

CONCLUSION

Love is powerful… …but dangerous.

It can blind you for other areas that also need love.

Everybody has a love for something…

…what is yours?

photography & film

customer service

stories

craftsmanship

conversion

selling online

online marketing

physical stores

user experience

animation

architecture

visual identity

startups

internet of things

merchandising

social

copy online marketing print

animation

social

So, it is all about attention, and balance, for and between all of these areas.

An important thing to note, is that you don’t have to love all of these areas yourself. Look at the different predilections in your team. Help them discover what they love to do most.

Use their passion , instead of thinking they don’t serve your goals immediately.

photography & film

customer service

craftsmanship

selling online

online marketing

physical stores

user experience

animation

architecture

visual identity

startups

internet of things

merchandising

social

stories

conversion

Connect team members who can use a little shaking up :-)

Can we help by adding love to your team?

Fashion brand development & positioning

Design and content for e-commerce branding and conversion

New, experiment: à la carte team additions, guidance and direction

GET IT JUST RIGHT…

Improve

conversion with

25- 50%

all content copyright of their respective owners

Pieter Jongerius +31-6 54787664

pieter (at) fabrique.nl @pieterj

Louise Roose +31-6 13183020

louise (at) fabrique.nl @LoRoose

Want to know more? •  Call, mail or tweet us •  Check http://fabrique.nl/en/fashion