For Fashion Brands
Taking the Direct-to-Consumer D2C route is a proven strategy for fashion brands, and that certainly means tackling online retailing. (By the way, if it’s not the right strategy for you, then take a look at the brands section here.)
You might be facing some of these challenges I faced myself when I was interim Global eCommerce Director for a leading fashion brand:
Consumer-centricity: the digital space is the most consumer centric space imaginable. Transforming your organisation from being brand- and/or product-centred to consumer-centred is a critical challenge.
Replatforming. To tackle online retailing properly, in a way that does credit to your brand, might mean addressing the major project to upgrade your infrastructure. Such projects can be high risk; why not benefit from the experience of someone who has done it before?
Selling internationally. Online D2C selling is a great way to reach new consumers overseas. Simply enabling overseas shipping from your website is a good start of course. But to go beyond that and really give these consumers a great experience of your brand, you’re going to need specialist advice.
Channel conflict. Most fashion brands would like to emulate Burberry’s growth. But as the chart below shows, it’s been partly built on the ruins of their former wholesalers. And for other brands, the shadow of Amazon, with its brutal regard for your RRPs, looms large. What are the best routes-to-market for your brand to grow sustainably, for the long term, in the Digital age?