The Candidate Round Up of The Fashion Network's Fashion eCommerce Summit 2018

The Candidate attended The Fashion Network, Fashion eCommerce Summit 2018 at The Hive, Manchester. In attendance were highly established brands and businesses from across the fashion industry including Drapers, JD Sports, Matalan and adidas. The event started with a meet and greet and an introduction from Dale Hicks before they heard from their top guest speakers for the day.

Here are some of the key points we took away from the day!

Danni Bramhall from Jet Design and Marketing talked about The Importance of Building a Brand Identity.

Important key nuggets from the talk were:

Strategy

Evaluate- Identify- Research- Proposition- Create- Launch = live the brand

Matthew McClelland, Partnership Manager from Dotmailer. His slot was on ‘Hitting the Mark 2018’.

Notable points he covered where:

We heard from Stephen Tucker, Director and CEO of Bunting, on ‘The hidden opportunities that will turn your visitors into customers’ He shared advice on products, customers and positioning as follows.

Advertising language

Product recommendations:

Targeting customers:

Position on Page:

They did a test, listing products on a page with two variations.

Variation A = Row of 5 Products

Variation B = Row of 6 Products

The 6 products worked better.

The key learning is that testing is always key! No one way works for a particular company.

Nick McAlleen, Partner and Laura Wilkinson, Solicitor from JMW Solicitors LPP delivered a speech on Using Celebrities to sell: avoiding the legal pitfalls.

In a time when celebrity and outreach have never been so popular, they gave us an insight into trends in celebrity marketing and some things to be aware of.  

Kooomo's Ciaran Bollard, CEO spoke about How retailers can successfully expand into online marketplaces and he made the prediction that

“By 2020 more than 39% of digital sales will be from marketplaces”

Influencer Marketing Panel: With Amy Rose Walker – Blogger, Tom Peters – Head of Influencer @ Social Chain, Natalie Fahey – Head of Digital Marketing, The Blogger Agent

The key points discussed were Influencers need engaging posts and they need current products, which are best suited to them individually. 

Adam Barker, Director at Video Ink. His topic was ‘How Stories Shape Your Customer’s Journey For Better Growth’

One key learning was that "When creating video imagery you need a Beginning, Middle and an End’’

He explained:

Beginning = the time to motivate and capture the audience/ customer attention

Middle = Explain, Instruct, Demonstrate, Validate

End = Transform

Ben Young, Commercial Director at The Digital Media Team talked about ROI on Paid for Social Media

Best practice – Paid social Advertising

Best ways:

Marketplace:

You need to take into account:

Branding:

“50% of all searches online will be voice searches by 2020”

The day was packed full of great ideas, discussion and food for thought! A great event and we are already looking forward to the next one!!