Internet Retailer: Relationship Goals - Luxury Fashion, Meet Social Media

Posted by GPShopper Press Coverage on Feb 6, 2017 2:36:43 PM

Article in Internet Retailer
Written by Maya Mikhailov,
CMO and Co-Founder of GPShopper

Social media breaks down the traditional barriers between the average shopper and luxury. But high-end brands are still trying to figure out how to exploit the opportunity.

Luxury fashion has been defined by a certain inaccessibility to the average shopper. Above all else, these retailers are selling a lifestyle as much as they are a product. However, thanks to social media and the elite superstar influencers it gave rise to, those walls of exclusivity are being swiftly brought down.

Fashionistas are creating top-tier brand access and delivering it to legions of followers right from their smartphones. This dynamic shift doesn’t need to be a relationship killer, however, and with a smart tailored approach there’s potential for social and luxury to become fashion’s “it” couple. Of course, all relationships take work and certain building blocks are going to have to be set in place right from the start. 

Finding the right social #style #OOTD #inspo

Today’s shopper spends more than six hours a week hunting down fashion inspiration on their mobile phone, much of it on social media. Where else can a brand get an audience guarantee like that? Social and mobile content are the driving forces behind the latest fashion trends, luxury or otherwise. 

Many major fashion houses are responding with the expected, curated Instagram feeds and YouTube channels, in an effort to retain control over the brand reputation that has led them this far. Some, like Balmain and Gucci, have taken bold steps in the other direction with Snapchat. The platform’s fast, personal nature is ripe for behind-the-scenes runway content and messages from celebrity ambassadors. Offering a somewhat unfiltered look at the brand completely breaks with the traditional, manufactured approach reserved for the pages of Vogue. The key here is Snapchat’s clever delivery of what seems like a genuine experience without diluting a brand’s image or forfeiting total control to someone with 200,000 followers. That brief, personal glimpse into the “glam life” is sometimes all it takes to bring a fan fully into the path to purchase.

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Topics: Mobile Marketing, Press, Mobile Apps, Market Research, Omnichannel Retail, Best Practices

PSFK: Social Media and Fashion Retail—Frenemies or Friends with Benefits?

Posted by GPShopper Press Coverage on Jan 31, 2017 9:45:00 AM

Article in PSFK
Written by Maya Mikhailov,
CMO and Co-Founder of GPShopper

Maya Mikhailov, CMO and co-founder of GPShopper, discusses how social media has evolved from a frenemy to a friend to fashion retailers, as it enables them to reach larger audiences than ever before.

Social media has blown open the gated community that was once luxury fashion. No longer are fashion houses exerting full control over the images, videos and styling of their clothing. Instead, an army of online fashionistas are presenting their take on the latest fashion to their millions of followers. Brands and retailers alike scrambling to catch up are finding that with a tailored approach, social can move from a frenemy to a friend with myriad benefits from reaching multiple audiences to now converting an actual sale.

Swipe Right for Style

The modern shopper spends six hours or more per week researching fashion on their mobile phones, with much of that time spent in social media platforms, according to data from GPShopper, making social the go-tool for fashion inspiration.

While most fashion brands tightly curate their Instagram feeds and YouTube channels, some, such as Burberry and Louis Vuitton, offer unedited behind-the-scenes access via Snapchat Stories. While this rawness breaks with years of editorial tradition, it represents a keen understanding of social in attracting an audience’s attention. Snapchat is a casual and ephemeral conversation; Instagram a more polished and filtered brand voice. Using social streams helps brands position themselves to multiple audiences without diluting exclusivity and brand strength.

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Topics: Mobile Marketing, Press, Mobile Apps, Omnichannel Retail, Best Practices

Retail Dive: Target Readying In-Store Mobile Payment Services

Posted by GPShopper Press Coverage on Jan 25, 2017 11:38:31 AM

Excerpt from Retail Dive article
Written by Daphne Howland

Dive Brief:

  • Target will bring payment capabilities to at least one of its mobile applications some time this year, Chief Information and Digital Officer Michael McNamara told Recode at last week's NRF Big Show 2017. A Target spokesperson confirmed the news to Retail Dive but declined to provide additional details.

  • McNamara told Recode that offering a way for shoppers to pay and use a mobile coupon “would make sense,” a comment suggesting that payment features would be added to Target's popular Cartwheel app, which communicates with customers in store, offering exclusive discounts and integrating third-party coupons. He also said that, at least at first, mobile payment would be exclusive to customers signed up for Target's REDcard, a store-branded debit or credit card that gives users 5% off all purchases and free shipping on all online purchases.
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Topics: Mobile Marketing, Press, Mobile Apps, Loyalty, Market Research, Mobile Commerce, Omnichannel Retail, Mobile Payments

Brands to Watch in 2017

Posted by Jocelyn Schoolsky on Jan 24, 2017 11:01:39 AM

As we turn our attention to a new year there are several brands I’ll be keeping a close eye on in 2017. From fast fashion and beauty to athleisure and accessories, these companies are leveraging digital with a mobile focus to reach their fans wherever they are.

Fast Fashion

If there’s one thing I know, it’s that fast fashion is here to stay. Speaking of fast fashion, boohoo is quickly becoming an industry leader. The UK-based retailer has grown quite rapidly and is giving its competitors a run for their money by offering affordable yet quality fashion. Boohoo clearly understands its consumer, and continues to push boundaries by adding additional brands to its portfolio, offering targeted promotions, expanding internationally and engaging with its customers on a daily basis via social media. Per recent news, boohoo is also expected to acquire Nasty Gal for $20 million. In a world where most retailers are shuttering stores and filing for bankruptcy, boohoo has been on an upward trend and reported a 47% increase in total sales. Its strong digital presence and consumer app has contributed to their extremely loyal customer base - a whopping 5.1 million active users!

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Topics: Mobile Marketing, Mobile Apps, Market Research, Mobile Commerce, Omnichannel Retail, Best Practices, Apparel Retail, Beauty Retail

Forrester Report: Choose the Right Metrics

Posted by Elizabeth Hoffman on Jan 11, 2017 12:11:00 PM

 

 

 

With the close of 2016, retailers are now auditing their holiday results and mobile apps to accurately and efficiently prepare for 2017. On Black Friday, consumers spent over $1.2 billion from their mobile device alone, shattering previous records. With the "mobile mind shift" retailers need to ensure their mobile apps are performing the way they should.

Yet when it comes to auditing, a Forrester Report reveals that very few businesses prioritize the right mobile goals. Instead, they tend to benchmark performance against the competition instead of a scorecard that that aligns with their own objectives and growth. Only 56% of digital businesses claim to measure success in mobile against a defined set of KPI's, even though key performance indicators are imperative to help reach business goals. 

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Topics: Mobile Marketing, Mobile Apps, Loyalty, GPShopper Clients, Mobile Commerce, In-Store Mobile

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