As you have already noticed, my blogpost are all about e-commerce,
The last ones, you found here, were more about companies’ strategy and the need for social media in order to increase the sales.
This blogpost I am going to present transfers this theory into action.
On http://www.stylelist.com/2009/09/17/zara-launching-online-shopping-e-commerce/, the author reports about Zaras launch of online shopping in Fall/Winter 09.
He is clarifying that the launch concerns for now only Spain, France, Germany, the UK, Italy and Portugal, before implementing e-commerce to all Zara’s market.
Furthermore the author examines the need for online shopping, in order to guarantee the best service to clients worldwide, and therefore he is emphasising Inditex's CEO point of view.
What do you think about launching online shopping as an strategic tool in fashion industry?
Let me know if you would do online shopping instead of doing shopping in a store? Or just complementary to it?
Furthermore i invite you to visit my blogpost on http://marisaull.wordpress.com/, where you will find other interessting blogs about the need of social media. Enjoy!

As we have learned from the last blogpost, i presented to you, the use of digital media becomes more and more important for luxury brands.

In order to this evolution, i would like to present to you an other article i found on the website:www.businessoffashion.com called 2.0 | Digital IQ Ranking of Fashion Brands’ Digital Competence, which speaks about  the „digital IQ-Ranking“ of international luxury firms' digital competence.

The author analyses the ranking, which classified 109 brands across the luxury spectrum into „genius“ , „gifted“, „average“, „challenged“ and „feeble“ groups.

The ranking has been developed by the clinical associate professor of the NYU’s stern school, Scott Galloway.

To underline the importance of digital competence, Scott Galloway points out the large use of luxury brand sites, which increased of 61% the last years.

The investment in social media, as he forecasted it, can be turned into a competitive advantage against competitors.

Nevertheless, Scott evaluated only two fashion brands, „Louis Vuitton“ and „ Ralph Lauren“ which exhaust the real potential of social media, and are on the top of the ranking. With a Digital IQ from about 149/ 146, these brands are sold as „ genius“.

He recommends a brand as „ genius“ if the firm uses their digital competence as a competitive advantage, if their sites are aesthetical, functional, and interactive and finally if  the firms engage users on social media platforms and mobile devices.

With this ranking the author launched, he wants to motivate brands to pay more attention to social media. Business objectives can only be reached by listening and sharing information and feelings with the potential clients, so Scott.

What are people saying, and thinking about a special brands? This, so decided Scott, is more than a „marketing tool“ and should be understood by the industry.

What do you think about his approach and his cost-benefit-analysis of investment in social media?

Presenting the Blog-post to you, i worked out my target language- how to increase sales in fashion industry.

Further i would like to illuminate some of these expressions more precisely:

consumers need: to understand the consumer need is the key element to develop, produce and sell products. Firms have to respond to consumers needs or have to create them, if there is no need for a certain product on the market. Companies having understood consumers needs generate high sales.

to focus on: demonstrate the importance to concentrate on the most important elements and to neglect insignificant points. For companies, the most important element to focus on is consumer satisfaction. Only satisfied clients cleave to the companies products.

Fulfill requirements: Once, the company understands the consumer need, they have to fulfil the requirements. Only fulfilled needs lead to increasing revenues and to a companies growth. 

(download)

Click here to download:

My_target_language.zip (79 KB)

I would like to talk you about a very interesting post, which i found on the“business off fashion blog  ":  http://www.businessoffashion.com/2009/11/fashion-2-0-luxurylab-innovation-for..."

Since years fashion inspires me a lot. As i worked in the sales department for a french luxury brand I am eager to learn more about the fashion industry. To keep me informed about the newest trends in this field i am always looking for useful websites and blogs.

So this time i am happy to present you one very interesting blogpost i discovered and from which i am sure, you will also like at as much as i do:

I structured my blog-comment in three parts:

First, i will present the article, secondly  i will have a critical look on the articles content to conclude with my personnel opinion about the blogpost.

1) Presentation of the article:

The author reports on the“ luxury Lab Innovation Forum“ which took place this November in NY. Writting this blogpost, he comments three important themes which had been emerged  at the „luxury lab innovation „conference.

• In the first paragraph he emphasizes that digital operations and digital media consumption have been doubled from 2004-2008. Luxury consumers are twice as active online as the general population. This is why, especially luxury firms have to make major strategic investments in digital innovation to ensure futur growth.
• In the 2nd part, the author reminds luxury firms of a change in consumer needs. He points it out, citing the famous New York Times journalist Mr. Burr: „Luxury is becoming less about the cult of the creator and more about the individuality of the client“
• He concludes his report, insisting that online conversations, community-building and brand culture are becoming more important. He recommends that luxury companies have to „ listen to what people are saying online, participate authentically and build digital applications that inspire, educate, support or entertain people“.

2) Critical Look at the articles content:

Is it really so important for luxury brands to invest in digital media o rare there just economic consultants, trying to develop a new opportunity to earn some more money?

Due to the fact that I also worked in the luxury industry, I know the luxury market and its development quite well.

This is why I can say, that the author’s summary elaborates in a good way the actual situation of the luxury market. The need for change and investments is essential and the luxury industry like every other industry as well has to face a new consumer behavior. Consumer yearn to interchange on the worldwide-web and therefor luxury brands have to fulfill these requirements.

3) Personal Opinion:

The blogpost deals with a very important theme, which occurs not only luxury brands. But it ist rue that the luxury brands are more concerned by this development and this change in consumer behaviour than other sectors.

The luxury market is constantly growing since years. The emergent markets as well as the Asian market are redounding to this growth.

Therefore it is true what the author says about the importance of investments in digital media. If luxury brands don’t want to risk shrinking revenues they have to satisfy consumers need and respond to the their demand for digital conversation.

To conclude i can say that it is a very interesting report which focuses on  a real problems of the luxury industry.