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2012 in online fashion

As 2012 comes to an end, Stefan Hull takes a look back at the biggest changes that have impacted the online fashion world in 2012 from a search, social and digital innovation perspective.

It’s been an interesting year…

  • Brands, especially those in the luxury sector, are seeing the importance online customer engagement. High-end labels including Dior, Ralph Lauren and DKNY have all invested in new content - a key indicator of the need to have a relevant, engaging, interactive and unique website.
  • A turning point is emerging, where fashion brands are launching their own versions of lifestyle magazines, in competition for traffic and readers with the likes of Vogue, Grazia and Cosmo online.  
  • Mobile apps have also been embraced this year, with retailers like Topshop and Ebay seeing sales via mobile head upwards, after creating apps that are easier and more functional for their customers to use.
  • Pinterest expanded its features for businesses in 2012, providing fashion brands with an exciting new platform and a wealth of opportunities for connecting with consumers online.It was the fastest growing social network in 2012, with its audience rising more than 1,000%*. To give that number some context, the second fastest growing social network wasGoogle+ which increased by just 80%*

Stefan Hull is insight director at search engine optimisation specialist Propellernet

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