Welcome to Build Your Brand

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2 Welcome to Build Your Brand Part : Turn Website Lurkers into Loyal Customers Part 2: Become a Fashion Editor s Best Friend Part 3: Impress the Heck out of Boutique Buyers

3 Build Your Brand Besties Nicole Giordano Crosby Noricks

4 Agenda Increase Perceived Value Amp up Product Desirability Consider User Flow and Entry-Points Keep the Love Alive to Retain Customers Site Review Open Q&A

5 Perceived value [is] the difference between literally putting a plus-size ladies anorak on a hanger and taking a picture of it, and putting it on a cool girl and making it look like something beyond your wildest dreams - Sophia Amoruso, Founder, Nasty Gal Perceived Value Increase perceived value through rich visual brand content and a clear lifestyle message

6 PERCEIVED VALUE Brand Storytelling Lifestyle content is your brand currency o Give your pieces context o Share a distinct point of view o Communicate brand value through stories with beginning, middle and end o Images are the first thing people notice (especially human faces) Allow your customer to own part of the story o Solve for her interests and needs o Create opportunities for discovery o Allow her to demonstrate she s in the know QUESTIONS TO ASK: C. How would my customer describe herself? 2. What does my customer like about herself? What makes her proud? 3. What does my customer wish she knew more about/did better? 4. How should she feel when she shops/engages with our brand? feeds, Crowd-sourcing, Video DIY/How-To, Live eve

7 PERCEIVED VALUE Homepage Experience Create a This is Me Experience o Tell brand story through visuals that evoke emotion o Build loyalty/trust through credibility and context o 80/20 rule for pricing/promotion Keep things New o Repurpose/restyle/reorganize to give the appearance of new items HOMEPAGE THEME IDEAS. Current Season 2. Social media takeover 3. Product development/close ups 4. In the press

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11 PERCEIVED VALUE Tactics Lo-Fi and Hi-Fi product images Behind the Scenes Action Team/About us Page Instagram content feeds Crowd-sourcing Video DIY/How-To Live event coverage Shoppable video/images Style Guides

12 When it comes to the web, if shoppers can t get a good feel for a new dress or jacket they like, they ll easily jump to another site. Terry Costa - VP, Marketing, SLI Systems Product Desirability Photography and copy that communicates with character increases product desirability

13 PRODUCT DESIREABILITY The Gotta Have Its Spark desire through brand messaging o Emotion o Quality/Craftsmanship o Limited Quantity o Customization o First to Have it Increase decision-making on product pages o Simple, clear and concise information o Clearly defined regions and information hierarchy o Complementary and contrasting colors o Clean, readable, consistent typography

14 PRODUCT DESIREABILITY Product Images Shoot all items with similar lighting/ aesthetic Upload images that are all the same size Shoot multiple angles Shoot on a model and against a white background Include close-ups of the Fabric/ Material Include customer images Packaging Show proportional size

15 PRODUCT DESIREABILITY Product details Dimensions/Size Fabric/Fit Suggest a Look/Upsell Social media shares Product testimonials Ratings/reviews with photo upload As seen in Celebrity/Press

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19 PRODUCT DESIREABILITY Tactics Community instead of account Product Name/Copy Customer Preference Cookies Abandoned Cart s Public Relations Influencer Outreach

20 Each of [your] visitors has their own needs, expectations and level of knowledge, and they need to be treated accordingly. Morgan Brown Product Manager, Digital Telephathy User Flow Customers, press and buyers have unique needs. So do customers coming in from various entry points around the web. Identify user flow patterns to ensure all questions are being addressed

21 USER FlOW Map need states for site visitors New customers/repeat customers Local customers/international customers Customers self-purchasing/ customers purchasing a gift Press/Buyers Social media fans/newsletter subscribers

22 USER FLOW Define Conversions sign up Join social media Purchase Store locater search Lookbook download QUESTIONS TO ASK: C. How are we addressing the needs of each audience? 2. Where could we simplify? 3. What is the most important thing for each audience to understand about our brand?

23 USER FLOW QUESTIONS TO ASK: C. How are we addressing the needs of each audience? 2. Where could we simplify? 3. What is the most important thing for each audience to understand about our brand? Google Customer Journey

24 USER FLOW Tactics User-testing Landing pages Digital press kit Social sign-on Private wholesale/media /Promo pop ups Surveys

25 It costs FIVE times more to acquire a customer than to retain a customer. Every Marketer, Ever Brand Loyalty Increase repeat purchases, drive word of mouth and stay connected to customers.

26 BRAND LOYALTY Keep the Love alive Build lasting relationships Stay top-of-mind with prospects Be there when your customers are ready to buy QUESTIONS TO ASK: C. How can we re-affirm her decision to purchase with us? 2. How can we make it easy for her to tell her friends? 3. Based on past purchases, what can we anticipate about her future needs?

27 BRAND LOYALTY Tactics Package surprises Automated s Social media special offers Customer spotlight Feedback & surveys Private wholesale/media section /Promo pop ups Surveys

28 Website Review

29 Q&A

30 KEY TAKEAWAYS To Build Your Brand Establish a compelling visual brand story that increases perceived value among your target audiences Articulate product desirability through visuals/ copy that communicate product attributes Make it easy to find shipping, returns and contact information and craft customerfriendly policies Build landing pages for customers, press and buyers Create a post-purchase strategy to increase word-of-mouth and repeat purchases

31 SPECIAL OFFER Save 20% on PR COUTURE services o Haute Audit o Power Session Crosby@PRCouture.com for info

32 Thank You! See you next month