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!
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.
- It is ALWAYS important to be aware of legal and litigation pitfalls
- Be careful when using a celebrities name/ image – be aware of trademark, copyright, passing off and endorsements
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”
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’’
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
- Testing = No one model for everyone
- Adjusting budgets on certain items
- Client contact – daily weekly – keep up on top of demand, trends etc.
- Offers (Sales)
You need to take into account:
- Brand positioning
- Customer experience
- Price Elasticity
- Margin maximizing stock value
- Customers love the appealing packaging, return labels
“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!!