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In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius has brought together the worlds of fashion, touchpoint strategy and e-commerce design. It contains a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
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- Pieter Jongerius -
FASHION E-COMMERCE CONVERSION VS. BRANDING?
Survival of the fittest
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4 @PIETERJ / #BRANDCONV Pieter Jongerius et al. Pieter Jongerius et al.
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Conversion and branding go hand in hand
Our challenge Conversion Branding
Model Three areas of interest
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Brand driven design
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BRANDING VS. CONVERSION?
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Increasingly, patterns seem to be the enemy of creativity and innovation
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It’s getting worse:
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1 second delay in page response
7% cut in conversions
11% decline in page views
16% deduction in customer satisfaction
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Conversion is king.
ON CONVERSION The king, disected.
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Conversion is koning. …branding!
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Conversion is convention.
…boring?
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?
How do our minds work?
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FAIL
CONVERSION
SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)
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USER ABILITY
MO
TIV
AT
ION
WIN M
OT
IVA
TIO
N
USABILITY boring but important
fun!
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Branding is creating difference
…not boring!
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Conversion may be king … … but branding is everything!
ON BRANDING What is a brand anyway?
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A brand is a network of associations in people’s heads
advertising
shoes
competitive
Davids
football dynamics
Kluivert
Adidas
NL elftal
agressive competition
USA multinational
profit P&G
production
NO logo
Agassi
tennis
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Birkigt & Stadler
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appearance
communication
behavior
brand
Birkigt&Stadler, 1986
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appearance
communication
behavior
?
Birkigt&Stadler, 1986
Outside > in
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appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
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PERSONALITY INSPIRES
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appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
Inside > out
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- Pieter Jongerius-
COSTES BRAND STORY History & inspiration
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B O R N I N P A R I S , I N S P I R E D B Y T H E W O R L D
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Back to our challenge.
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?
appearance
product information trust & reassurance
SEO
UI patterns grids
product photography
web-safe fonts the “fold”
devices
communication
behavior
brand personality
assortment price & promotions conditions
mobile e-mail facebook
new arrivals mail & social
sale
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appearance
product information trust & reassurance
SEO
UI patterns grids
product photography
web-safe fonts the “fold”
devices
communication
behavior
brand personality
assortment price & promotions conditions
mobile e-mail facebook
new arrivals mail & social
sale
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?
appearance
communication
behavior
brand personality
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Story telling
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Persuasive design
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scarcity
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Tone of voice & copy
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Shoedazzle Brand!t
? appearance
communication
behavior
brand personality
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Only dead fish go with the flow.
BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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fitsme.com
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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STRATEGY FOLLOWS BRAND · Commerce · Advice · Relation · Community · Emotion
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Co-creation. Participative design.
The brand and audience that make together, stay together.
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
Somewhat disappointing: 92% of retailers share social media
insight with their marketing department
53% with customer service 36% with product development
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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A TASTE OF RUNWAY.COM
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Cream of pumpkin and nuts Fendi SS 2014
A TASTE OF RUNWAY.COM
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Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014
BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
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? appearance
communication
behavior
brand personality
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DON’T MESS WITH… · Main navigation · Basket top-right · Scannable and
scrollable PLP · Filters left,
maybe top · Clean PDP layout · Size guides &
measurements · The “fold” · ..the buttons.
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Some examples from our work
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independent, daring,
down-to-earth
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web
web
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Overboard?
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Louis Vuitton goes logo free in China
“At the risk of shocking everyone, the [rate of] sales growth at Louis Vuitton is not a problem,”
said LVMH Chairman and CEO Bernard Arnault at a shareholders’ meeting, stating that slow growth was part of the company’s “deliberate strategy”
to become more exclusive.
✓ appearance
communication
behavior
brand personality
✓
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:) appearance
communication
behavior
brand personality
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The classic dilemma
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A/B tests. which test won.com
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And what about…
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Video is just for fans
20% / +20% basket size
“Inspiration”
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SO…
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✓ appearance
communication
behavior
brand personality
✓
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✓
DARE TO DIFFER UNDERSTAND TONE OF VOICE INNOVATE
LOOK DIFFERENT INSPIRE (A BIT) NO DILEMMAS SURVIVE & THRIVE
TEXT TO GO WITH THE PREVIOUS · Yes, there are a lot of constraints in fashion e-commerce. · But it is definitely worth it to try and really convey your personality.
· The real fashion victim forgets how to be different. · Understand your brand. Find your core personality by looking outside-in or create it
from inside-out · Determine your tone of voice. What are you going say differently than your competitors? · Innovate or die. Only dead fish go with the flow. Expand your added value. There is so
much user experience (and thus branding) to be achieved there that lies untapped. · Be a chameleon and choose your color. Create your own unique visual DNA. · Understand not only the power, but also the limitations of inspirational content. · Choose your balance between making a hard sell and easing up. Metrics and AB testing
will help you decide. So no matter what you’ll choose to prioritize: experiment! · Remember, your survival is at stake and the rewards may be high.
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157 @PIETERJ / #BRANDCONV all content copyright of their respective owners
Pieter Jongerius
@pieterj
brands, design & interaction