Businesses in the fashion industry know they need to stay on their toes, because what’s in today may be out tomorrow. So, as a fashion e-commerce marketer in an industry that can change so quickly, how can you tackle demand generation, a marketing strategy that requires nurturing customer relationships over time? The following are three international e-commerce fashion companies that excel at demand generation:
“Fast fashion” is all the rage right now, and no one does it quite like Spain-based Zara. Though originally a brick-and-mortar store, Zara has come to rely on e-commerce sales to support its rapid growth. Another secret to Zara’s success? Its speed. Because its clothes are manufactured close to home in Spain and Morocco, Zara gets runway-inspired designs into its stores before they go out of style. This keeps their inventory fresh and their trendy customers happy. Additionally, Zara uses social media to display its new inventory and update customers. It even has an iPhone and Android app that features lookbooks and notifies users of new arrivals. Zara also has translated websites for each geographic market, from Spain to France and Romania.
Japanese retailer Uniqlo has mastered the art of demand generation through digital marketing. In 2012, the company devised a clever campaign on Pinterest by creating what appeared to be moving mosaics with pins of its own merchandise on the social media site. Earlier this year, Uniqlo released a mobile app that let users design their own T-shirt, upload the design to the Uniqlo website, and place an order for it. The company has expanded quickly to other countries due to its ability to generate buzz through its digital marketing.
Farfetch is a centralized online hub for independent boutiques around the world. To improve customer experience and encourage demand generation, Farfetch focuses on creating localized websites for each of its global markets. Speaking to an audience at WIRED Retail, José Neves, chief executive officer of Farfetch, noted the importance of localization as he relayed a story about the retail community in Japan being excited to finally navigate the Farfetch website in their own language. Farfetch has also taken a hint from the latest “omnichannel” trend and introduced a “Click & Collect” feature in November. Now, customers can order a product online and pick it up at a participating Farfetch boutique, providing a seamless shopping experience.
So, what can you learn from these top fashion e-commerce companies? When planning your demand generation strategy, build a strong community by engaging shoppers on social media, create and translate website content that is localized to each demographic, and always keep the consumer experience in mind. Finally, when people shop online, they are looking especially for convenience. Consider translating your mobile apps to make shopping as easy and fast as possible no matter what language your customers speak.
Image source: Bigstock