Fashion, SEO and Digital Marketing – Don’t be a Dinosaur
Fashion, SEO and Digital Marketing
Digital marketing as a mega-trend is quickly revealing Early Adopters and Laggards. Where are you on that spectrum?
A brief history of business technology:
• In the late 1980s you had to have a fax machine (and fax number on your business card) in order to be seen as a credible business
• In the late 1990s, no legitimate company would be caught dead without a website (in fact, any company without a website was probably dying as a result)
• In the late 2000s (and more so every day), any business without a proactive plan to manage social media was falling behind its competition
• In the 2010s, if you still have a fax machine (and fax number on your business card), you may be in more trouble than you thought
Increasing your web presence and social media footprint has never been more urgent. Whether you’re just starting a business or trying to make an existing one more accessible and appealing to customers, now is the time to dump the fax machine, jump on SEO, and avoid extinction. Take a look at the Diffusion of Innovations bell curve.
With respect to a viable web presence, where would you plot your company on this adoption curve? The latest adopters in this familiar model have traditionally been labelled “Laggards,” but in the world of SEO and social media, latecomers are plain old Dinosaurs because of the extinction-level event that is created by their inattention.
American fashion designer Tory Burch founded her label in February 2004, the same month that Mark Zuckerberg launched Facebook from his Harvard dorm room.
In the fashion industry, Burch’s rise has been nearly as striking: the 45-year-old CEO has expanded her line of ready-to-wear clothing and accessories to more than 450 department and specialty stores worldwide, as well as dozens of Tory Burch boutiques in the U.S., Europe and Asia. She opened 20 new shops, including several in international cities (Osaka, Seoul, Hong Kong, Kobe and Taipei), in 2010 alone.
Much of her success can be linked to an aggressive digital strategy, says Miki Berardelli, who has served as chief marketing officer of Tory Burch since 2009. The company launched ecommerce immediately after opening its first shop in downtown Manhattan, and they generate more revenue than any physical store.
Burch is one of the few designers to maintain a direct, on-going dialogue with her friends and fans on Twitter which she does in an easy-going and authentic manner. The industry as one of the leading manifestations of on-going brand-developed content.
How else have the company’s marketing efforts changed?
They continue to focus on all things digital. They redesigned their website earlier this year, which was very much about pulling all of the content [they have developed] into the shopping experience … [and] supporting mobile commerce. They have also done a lot in the social media space.
Lately they’ve been focusing on the intersection of social, local and mobile, whether that’s for a new store opening in a specific market, or driving traffic into stores. Given the rapid growth of the company, they’re also focused on analysis of their marketing efforts to ensure that they are effective.