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Drapers Digital Forum: Crotch shots boost clickthrough, reveals Spoke boss

Crotch shots boost conversion rates at men’s trouser brand Spoke, founder and director Ben Farren told delegates at Drapers Digital Forum today.

Speaking at the annual conference, held in London, Farren revealed trouser shots showing a man’s crotch have 30% clickthrough and 20% conversion rate.

Farren also advised brands to have a narrow focus and a clear vision of who their customer is. The brand has used social platforms such as Facebook to then target those customer groups.

“I really enjoy working with Facebook, and you can be very targeted,” said Farren.

He gave US womenswear retailer Nasty Gal as an example of a brand that has a clear customer definition, being the twentysomething who identifies as the coolest girl in the room.

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