Special Report: Fashion & Retail
Special Report: Fashion & Retail
September 2009
Welcome to our third Special Report of 2009. September's international fashion weeks help drive marketing strategy for the coming retail season, and this year saw the London event's 25th anniversary, with designers out in force - the likes of Burberry and Vivienne Westwood took the opportunity to return home.
For agencies interested in the sector, we've been talking to fashion brands, high street retailers and online specialists, to understand their relationships with agencies, and the areas they'll need help with in future.
We've defined the marketing structures in a number of different areas of fashion and retail, and focused our attentions on a range of key players. We looked at high-end labels, online and high street retailers, and covered menswear and womenswear.
We've also spoken to a number of new designers who have been marked by fashion critics as future stars, about how they'll develop their brands with consumers - including a label backed by Liam Gallagher.
Being Pearlfinders, we couldn't help but uncover some pearls in the process. These include an opportunity for digital agencies to speak with an international high street brand in the earliest stages of launching an e-commerce site; an online retailer looking to ramp up its offline media investment; and an established catalogue company that's focusing on building a younger customer base - as well as many other marketing challenges currently being faced.
We've also spoken to some of the more overlooked and controversial companies in the industry, including the British Fashion Council, about how it promotes the London event, and a specialist fur manufacturer about how it tackles market perceptions.
For agencies involved in this industry - or that want to be - this report will be a valuable read. Links to the full reports can be found below.
We gained insights on marcoms and social media strategies from a marketer at the UK's fastest-growing online retailer
Pearlfinders talks to the council's Marketing Assistant, about its coordination and delivery of London Fashion Week
Burberry returns to its home ground for Fashion Week, as corporate growth and a new Head of Digital drive the brand forward
Pearlfinders speaks to a marketer about agency relationships, and a new deal with Henry Holland to attract fashion-forward 17- to 25-year-olds
The owner of this fur, sheepskin and leather specialist talks strategy, "anti-fur feeling", and an aim to improve brand exposure
Gap's European Marketing Manager for CRM & Promotions reveals plans to develop a UK e-commerce site
The group's Direct Marketing Manager and PR Manager give insights on agency relationships, best practice, and a growing interest in social media
We speak about the brand's growth online with the E-Commerce Manager - who reveals customer retention is a key priority
The co-founder and owner of this new fashion boutique talks style, positioning and marketing ambitions
The marketing decision-maker for Liam Gallagher's new menswear label reveals post-launch opportunities in film production and copywriting
We speak to Selfridges' Digital Marketing Manager about the development of its first e-commerce portal, which is set to launch next year
This web and catalogue retail group's Creative Manager of E-Commerce talks about the relaunch of Littlewoods Direct as very.co.uk
SuperdrySupergroup's Marketing Director gives insights on target audiences, the brand's avoidance of traditional advertising, and tactics to drive traffic across platforms
Westwood has always shown collections at Paris Fashion Week, but this year unveiled a casual range in London. We got in touch with the PR Manager about the brand's approach to PR, events and digital