The Online Fashion Position
All posts from: June 2008
Primark has put together a website to communicate its ethics (www.ethicalprimark.co.uk). The tone of the website appears to be a response to the recent Panorama programme.
Alan White from N Brown Group focused on trust during his presentation and kicked off by saying customers have to trust online stores ‘to order what they cannot touch’, ‘to pay before they receive’, ‘to handle their personal data’ and ‘to believe what they say’ – this trust is earned.At every stage of the customer journey you have to focus on building trust. Customer service communication (email and telephone) is often an overlooked part of building trust.
One of the themes that cropped up in many a presentation was the importance of relevancy.
According to Nick nobody uses Google to search for the type of fashion item they are looking for – a statement I disagree with.
It determines the way we shop and more importantly where we shop. I’ve picked out some great online stores for five of Mary’s shopping tribes; Fashionistas, Miss Vintage, The Bag Hag, the Bargianista and the Label Lover.