The Modern Apparel Company: Maintaining Control of Your Brand

Transcription

1 The Modern Apparel Company: Maintaining Control of Your Brand Hosted by United States Fashion Industry Association (USFIA) & TRIMIT August 9, A.M. Eastern/8:00 A.M. Pacific

2 Today s Speakers Troels Rasmussen Head of Sales TRIMIT Jesper Bech Head of Product Management TRIMIT

3 Do you have a question? During the webinar, all attendees will be assigned to listenonly mode. Please use the Questions box on your dashboard to ask a question during the webinar.

4 Early Bird Registration is Open!

5 Q u e s t i o n s? Please use the Questions box on your dashboard on the right side of your screen. You can also ask a question after the webinar. info@usfashionindustry.com Phone:

6 TRIMIT presents: The Modern Apparel Company Challenges and Opportunities in today s apparel industry

7 PRESENTERS: Troels Rasmussen Head of Sales TRIMIT Jesper Bech Head of Product Management TRIMIT

8 EPISODE 1: BRAND CONTROL

9 Agenda How omni-channel is changing brand ownership Pillars in brand control - Story - Customer experience - Internal processes How it can be done

10 Brand to Consumer - before Apparel Brand, Inc. Apparel Retailer, Inc. Consumer

11 Brand to Consumer - challenge Apparel Brand, Inc. Apparel Retailer, Inc. Consumer

12 Brand to Consumer - today Apparel Brand, Inc. Consumer

13 Brand to Consumer - tomorrow Apparel Brand, Inc. Consumer 45% of a brand s image can be attributed to what it says and how it says it. -BOP Design 64% of people cite shared values as the main reason they have a relationship with a brand. - BOP Design

14 WHY IT MATTERS

15 Brand control creates CONSISTENCY Brand control increases brand RECOGNITION Brand control breeds brand TRUST Consistency increases PREDICTABILITY BRAND CONTROL CREATES CUSTOMER LOYALTY Making loyalists out of 5% more customers would lead, on average, to an increased profit per customer of between 25% and 100%. - The loyalty effect The average repeat customer spent 67 percent more in months of his or her shopping relationship than in months zero-to-six. - Bain & Company

16 A CONSISTENT BRAND STARTS WITH A CONSISTENT STORY

17 People don t buy what you do, they buy why you do it! -Simon Sinek

18 Own your communication Story-telling The emotional connection to your brand Apparel Brand, Inc. Channels: Social media (Facebook, Twitter, Instragram, Google+ etc) Classic advertising (printed or digital) Product Placement Customer loyalty program Contents: The story behind the brand/line/style your identity CSR Manufacturing (Fun) Facts Etc...

19 A CONSISTENT BRAND REQUIRES A CONSISTENT EXPERIENCE

20 A consistent experience Apparel Brand, Inc. Consumer

21 Requirements in an omni-channel world Customer centric approach - Who is our customer? Why does she/he buy from us? Transparency across all sales channels - Availability information - Customer information - Pricing information - Loyalty program (points etc) Great logistics operation Technology - Integrations between backend, frontend and partner systems - Information push out to external partners - Share when available Clean backend processes to allow the above points to take place

22 A CONSISTENT BRAND NEEDS CONSISTENCY INTERNALLY

23 The reality - internally Information is kept in island-structure No integration between information systems External partners are not part of the process Too much information gets lost Lack of consistency in story, messaging, way of working and customer experience

24 The reality - externally Apparel Brand, Inc. Consumer

25 HOW IT CAN BE DONE

26 What if... Apparel Brand, Inc. Consumer Instant information sharing Uniform ways of working internally Central repository for product informaton Clear guidelines to agents and retail outlets Access to information repository Active use of guidelines Superior attention to customers

27 IN SUMMARY...

28 What if you could? Sharpen your story why should people buy your things? Deliver a consistent buying experience across platforms Anchor your story and messaging among everybody selling your products Create the foundation with consistent information internally Share that information with all your partners immediately Drive a great customer loyalty program

29

30

31 THANK YOU