Tag Archives: crm fashion

DIGITAL P&L increasingly strategic for Luxury Fashion Brands – what we uncovered during the 2014 budget rounds in Luxury.

With online sales accounting for 20% to 40% of international labels, and often close to 50%, the E-Commerce P&L isn’t ignored anymore by Luxury Brands CEOs. One can mention the likes of Kate Spade, Tory Burch, Burberry, and even Alexander Wang – relaunching their website today and aiming at 50% of sales online by end 2015. Brands […]

Luxury Couture and Ready-to-Wear Brands go Digital and focus on CRM as well as Online Sales – what are the Drivers to go online? what are they expecting from Department Stores?

Most Luxury Couture and Fashion brands have either launched their Digital platforms or are about to do it… even CHANEL believe it or not! At this time, the likes of Dior, Givenchy, Saint Laurent, Kenzo, Celine – to name only some of the most iconic – are not doing this only for the show. They do it […]

CRM & Luxury Brands – What for? Poor for Segmentation, but rich for Experience?

Many of us measure and understand the power of nurturing and mining a clean and relevant customer databases to create, manage, broadcast and measure campaigns. Some of us daily experience the richness of the data collected – behaviours, purchase patterns, customer service.. etc.. both explicitly and implicitly. But what is the value of this information in the context of FASHION & LUXURY?

CRM – as a business process and from the perspective of Customer Segmentation  – is extremely valuable for brands and retailers distributing goods which are purchased regularly or in cycles – food, groceries.. even books, and other necessities and cultural items. Profiles and suspect/prospect groups can be created in many cases.. and ‘predict’ patterns and interests.

But is there a FASHION/LUXURY CUSTOMER PROFILE?