Ecommerce, luxury, WeChat, a panel of inspiring women in the fashion industry discussing their experiences, the fashion landscape and retail theatre, and some challenging audience questions; it was one heck of an Upper Clash.
A collaborative event by Upper Clash, Diligent, Global Reach, Arvato, Aramex, Cranberry Panda, Global E and Wirehive to bring people in the industry together to network and discuss the industry space from every angle.
Our Managing Director and Founder, Simon Bell, had the pleasure of chairing the panel which included key industry influences (from right to left):
Alison Lancaster (Interim Marketing Director, House of Fraser)
Ceanne Fernandes-Wong (Senior Director International, Kate Spade)
Some of the points made by the panel which really resonated with us, included:
+ Do the basics in customer service online brilliantly
+ Prosecco moments – the seventh P in Marketing
+ It’s not sell, sell, sell, it’s all about the customer experience
+ If you create a great experience, you’ll make customers want to come to your shop. Bicester Village is a good example, they’ve got you covered from the luxurious coach that picks you up at Victoria coach station, all the way to the Prada store.
+ Moving your ‘roots’ story from your main base and taking it global is a challenge for every brand
+ The Chinese ecommerce market is its own best and WeChat is a total game changer for any business
+ You need to know what parts of your brand and service are sexy to your customers
+ Do the ground work first. Think of fashion brands like this…you wouldn’t buy a ‘project’ house and call the interior decorator first. You call the architect.
+ Which tribes do you customers belong to? Make sure you’re part of those too!
+ Your critical path is like the yellow brick road, and if you don’t get distracted by flying monkies and witches, then you’ll get to the emerald city
+ Brands can be all about the ‘come hang out with us’ aspect
We also spent time with two of our luxury clients who have a strong focus on ecommerce (and two people we’ve enjoyed a glass, or four, of wine with us before), including Lock & Co and Varley.
See the original post and listen to highlights from the panel, on the Upper Clash website here