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Home » Articles posted by Elizabeth Canon

Commerce, Digital Branding, Ecommerce, Interviews, Social Media, Tools & Resources »

Launching a New Fashion Brand: What Comes First, Online or Offline?

For so many emerging designers and new brands, the digital space is the only one in which they exist for their customers, having made the decision to forgo the traditional brick and mortar store. Many advantages exist, of course, including lower upfront costs, savings on staff and renting a retail space, and the ability to reach an audience well beyond the local consumer…just to name a few.

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Brand Positioning, Consumer Insights, Digital Branding, Emerging Platforms, Social Media, Tools & Resources »

Fashion Brands on Google+

The initial selling points of Google+ are attractive. The draw of audience segmentation, the ability to share rich media content in a way that’s not limited to 140 characters and the option to decide who of your following you want to share content with is considerable. However, despite the positive qualities of Google+, there has been a fair amount of hesitation (and critique) of the platform’s capacity to reach critical mass.

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Brand Positioning, Commerce, Ecommerce, Must Read, Social Commerce, Tools & Resources, Trending »

PreCommerce: A Critical Stage in Launching (or Re-launching) eCommerce

We now operate in an environment where ecommerce is no longer a buzz word. Much aligned with the digital space, we have moved quickly beyond the idea of ecommerce into the worlds of Web 3.0, social commerce and integrated commerce. This change can be partially credited to the recession, which created an atmosphere where brands no longer tolerated the negative impact to their bottom lines that occurred when retailers scooped up all of a brand’s online sales. Ecommerce is now standard.

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Brand Positioning, Commerce, Consumer Insights, Content Strategy, Digital Branding, Ecommerce, Social Media »

The Online Behavior of the Luxury Shoe Customer

Over the past fifteen years, the relationship women have with key accessories, namely their shoes and handbags, has changed considerably. Choices in brands and style preferences now connote much more about a woman’s image than in years past. We’ve seen brands once only known by industry insiders and the uber-wealthy (brands like Manolo Blahnik) become recognizable names in average fashionable households around the world. Similarly, prices of footwear seem to have taken an upward turn, and it’s not rare to find designer shoes priced well above the $700 mark. On a recent trip to Nordstrom’s, a moderately upscale retailer with locations across the United States, shoe prices even climbed above $1,000 in one suburban store. On any given day, the Christian Louboutin store in New York City’s meatpacking district has a handful of customers not only browsing, but actually purchasing extravagant items that are more akin to artwork than footwear.

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Commerce, Ecommerce, Must Read, Tools & Resources »

Preparing Your Website for the Holiday Rush

The recent crash of the H&M website after the debut of the Versace collection was just one of many examples of how sites are ill-equipped to handle the surge in traffic generated by marketing activities.

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Commerce, Consumer Insights, Facebook, Social Commerce, Social Media, Tools & Resources, Twitter »

A Look at the SCIQ Social Commerce Rankings

“Social Commerce is about reshaping shopping around people. Itʼs much more than opening a store on Facebook or adding a Facebook Like button to a website.” -SCIQ

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