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Online fashion retailing - Being relevant

One of the themes that cropped up in many a presentation was the importance of relevancy.

Online retailers were advised to always come back to their individual brand values when considering what’s relevant for their audience. Here’s an overview of what some of the speakers had to say about relevancy.

Dawn Bebe of – Celebrities:
At (where I am Marketing Manager) we have noticed that our style articles on Kate Middleton and Emma Watson are extremely popular.

Fashion brands have to appear relevant, and in tune with the stars the public considers to be stylish. Dawn reminded us of a time when Princess Diana was an up and coming style icon.

Steve Robertson of M and M – Communication:
According to Steve the internet has made relevancy easier. Emails can be targeted and web content can be customised – both options are cheap as well as easy. Steve also offered tips on how to make the best use of customer databases, including keeping it clean and how to segment customers.

Kristine Kirby of Lipsy – Search Engines:
Kristine spoke about one of my favourite subjects Search Engine Optimisation. She offered many tips on how to improve website linking structure, title tags and header tags to increase relevancy for keywords in search engines.

So if you have an online fashion store, make sure your website is relevant for your desired search engine keywords, the communication you have with your customers is relevant to them and that the celebrities you feature are relevant to that audience.

What do you think online retailers should do for relevancy?

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