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Online fashion is thriving. Affiliate network Awin work with over 1600 fashion clients and last year the average fashion brand saw 10% growth and a typical basket of around £66.
With Black Friday and the wider Cyber Weekend dominating peak trading, November 2017 alone saw almost one in seven sales tracked across the whole year.
There are wider trends at play that we’ve noticed across the affiliate industry that fashion brands should take into account when managing their programmes:
- Global retail events
Last year, retailers launched their Black Friday discounts earlier than ever to steal a march on the competition. One retailer we work with strategically launched their discounts two hours previous to the year before and benefitted from a 400% revenue increase in those two hours. With consumers hungry for deals it’s important to consider many are on their smartphones looking for the best offers. These early adopters are typically the most engaged which is reflected in average spend spiking in the early hours of the big day. Also consider that midnight for UK consumers is peak morning trading for customers in the Far East eager to snap up British brands.
- Test and learn overseas
There is an increasingly global appetite for British brands and, with the internet being profoundly borderless and international delivery becoming common, Awin UK has seen a rise in the number of affiliate partners from other countries seeking to promote British goods. In 2017, affiliates on our UK network applied from more than 160 countries in order to promote UK brands running affiliate programmes. Awin tracked sales in almost every country for its British clients.
Some fashion brands have tested an overseas launch using the affiliate channels where they have little brand awareness. For example, Missguided used social media, video and content to create brand awareness in the US and Canada. The brand combined awareness and acquisition to achieve treble digit traffic, revenue and sales’ growth in just 12 months.
- Consistent strategy wins
All fail-fast tests should form part of your long-term objectives. Awin saw affiliate programmes with a consistent strategy (2014 – 2017 inclusive) compared to those with an inconsistent strategy over the same time period outperformed those that didn’t. Delivering an ROI of £26 for every £1 spent in the channel, up from the average of £18 for every £1 invested.
To find out how Global Affiliate Marketing Network Awin can support your fashion brand, please contact them here.