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The Modern Apparel
Company:Maintaining Control of Your Brand
Hosted by
United States Fashion Industry Association (USFIA)
& TRIMIT
August 9, 2016
11 A.M. Eastern/8:00 A.M. Pacific
Today’s Speakers
Jesper Bech
Head of Product Management
TRIMIT
Troels Rasmussen
Head of Sales
TRIMIT
Do you have a question?
During the webinar, all attendees will be assigned to listen-only mode. Please use the Questions box on your dashboard to ask a question during the webinar.
Que s t i o n s ?
Please use the “Questions” box on your dashboard on
the right side of your screen.
You can also ask a question after the webinar.
Email: info@usfashionindustry.com
Twitter: @usfashion
Phone: +1-202-419-0444
TRIMIT presents:
The Modern Apparel Company
Challenges and Opportunities in today’s apparel industry
Agenda
How omni-channel is changing brand ownership
Pillars in brand control
- Story
- Customer experience
- Internal processes
How it can be done
Apparel
Brand, Inc.Consumer
45% of a brand’s image can be attributed
to what it says and how it says it.-BOP Design
64% of people cite shared values as the
main reason they have a relationship
with a brand. - BOP Design
Brand to Consumer - tomorrow
Brand control increases brand RECOGNITION
Brand control breeds brand TRUST
Consistency increases PREDICTABILITY
BRAND CONTROL CREATES CUSTOMER LOYALTY
Making loyalists out of 5% more customers
would lead, on average, to an increased
profit per customer of between 25% and 100%.- The loyalty effect
The average repeat customer spent 67 percent
more in months 31-36 of his or her shopping
relationship than in months zero-to-six.- Bain & Company
Brand control creates CONSISTENCY
“People don’t buy what you do, they buy why you do it!”-Simon Sinek
Own your communication
Apparel
Brand, Inc.
Story-tellingThe ‘emotional’ connection to your brand
Channels:Social media (Facebook, Twitter, Instragram, Google+ etc)
Classic advertising (printed or digital)
Product Placement
Customer loyalty program
Contents:The story behind the brand/line/style – your identity
CSR
Manufacturing
(Fun) Facts
Etc...
Requirements in an omni-channel world
Customer centric approach
- Who is our customer? Why does she/he buy from us?
Transparency across all sales channels
- Availability information
- Customer information
- Pricing information
- Loyalty program (points etc)
Great logistics operation
Technology
- Integrations between backend, frontend and partner systems
- Information push out to external partners
- Share when available
”Clean” backend processes to allow the above points to take place
The reality - internally
Information is kept in island-structure
No integration between information systems
External partners are not part of the process
Too much information gets lost
Lack of consistency in story, messaging, way
of working and customer experience
Apparel
Brand, Inc.Consumer
What if...
Instant information sharing
Uniform ways of working internally
Central repository for product informaton
Clear guidelines to agents and retail outlets Access to information repository
Active use of guidelines
Superior attention to customers
Sharpen your story – why should people buy your things?
Deliver a consistent buying experience across platforms
Anchor your story and messaging among everybody selling your products
Create the foundation with consistent information internally
Share that information with all your partners immediately
Drive a great customer loyalty program
What if you could?
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