CFDA members packed the SoHo House last Tuesday morning in hopes of learning something new about digital as it applies to wholesale fashion. And they were not disappointed.
The Council of Fashion Designers of America and JOOR, the first private fashion marketplace connecting brands and boutiques, kicked off the first in a series of digital-centric seminars for the fashion business called Fashion Interactive.
The event hosted six digital industry leaders in topics ranging from mobile marketing to supply chain optimization to CRM programs.
Tony King, the Creative Director of King + Partners, detailed how shopping is social, even online. He urged sites to mimic natural social shopping behaviors with functionality to support comments, feedback, ratings and customer interaction with a brand.
Shenen Reed, the Co-Founder and Managing Director of Morpheus Media urged fashion marketers to view any comment or tweet can be an opportunity to open a dialogue. She added that dialogue should be honest, helpful and to remember good listeners are never defensive.
Bernardine Wu, the Founder of Fit For explained how romancing the product makes it easier for customers to buy the products. Combine lots of product detail with opportunity for people to dive deep into each item.
Dr. Sharon Novak, a supply chain specialist from MIT, offered that brands don’t have to offer everything online, especially items with high look and feel requirements or fit issues. Items sold online should rotate and enhance a brand, not compete with items in its stores.
Mickey Alam Khan, Editor-in-Chief of Mobile Marketer, urged marketers think of the experience when designing a mobile-friendly website. Make the pictures bigger, the text shorter and the steps fewer.
Jyoti Singhvi, former CRM Manager of Cartier, encouraged sellers to offer the VIP treatment.
Thank you notes, welcome emails, remembering birthdays and loyalty programs go a long way to driving word-of-mouth with clients.
For more best practices and video from the event go to vimeo.com/joor.