Digital Transformation Of Fashion Industry: The New Normal

Digital Transformation Of Fashion Industry: The New Normal

The combination of today’s volatility, changing growth areas, and new technologies disrupting the global economy have given way to a more connected and discernible global fashion consumer than ever before. As the pace of industry change accelerates, having innovative and sustainable business models is increasingly important.

Amid increasing pressure on performance, shifting consumer behaviours, and accelerating demand for digital, there is an imperative to act decisively to prepare for the next normal.

That was the motivation driving our client, a bespoke fashion brand based out of Hong Kong with a history of over the decades. In a world dominated by the fashionable and the ephemeral, our client is the epitome of classic and timeless style, often considered as a veritable Pandora’s box. They have built their reputation through brick-and-mortar stores all around the globe, but the rise of an online e-commerce store was both necessary and inevitable due to the Covid-19 pandemic. By joining forces with TEC, they ended up with an increase of 45% in sales and 34.57%  in client retention.

Challenges

The COVID-19 pandemic is simultaneously an unprecedented health crisis and a global economic shock especially for niche luxury fashion houses that weren’t digital.

Our client from the fashion industry lacked an intuitive e-commerce professional website, logistics management solution, secure payment gateway and a customer-centricity solution to rebrand their digital marketing approach and upscale their sales affected due to the shutting down of their physical flagship store due to the pandemic.

Solutions

We assisted our client from the fashion industry in a fastrack manner to develop a complex and multi-level digital plan to launch them in the digital marketplace on time.

TEC chose an open-source e-commerce platform to integrate tools that supports BigData, AI, ML and other 3rd party tools without any hassle. Microsoft Clarity solution was integrated with their newly redesigned website to track each website interaction in the forms of heat, clicks, scrolls & heatmaps to get a better understanding of their customer behaviour and flow.

To increase customer engagement further, a virtual pop up store was designed using the appropriate AR and VR augmented tools to give the prospective customers the true experience of shopping in the digital era. Unique 3D touch UX feature was introduced for each product to give the customers the real feel and look of the fabric.

To address the issue of high exit rate at the point of checkout, integration of AI-enhanced Visual recognition and chatbot integration was achieved on the detail pages of the client’s e-commerce store, ensuring that customers will always find the right product. It helped them save time by designating appropriate tags when adding new products to the store. The chatbot solution assisted them to achieve customer-centricity and exponentially  increased client retention by 35% and decreased the exit rate by 40%. 

Lastly, to ensure safe and transparent transactions, a global payment ecosystem was set up by TEC experts that connects our client’s business and consumers everywhere. The payment gateway service solution enabled online, mobile and point of sale service payment methods to optimize their in-store, in-app and online payments.

Why Is Digital Transformation Necessary For The Fashion Industry?

In the fashion industry, if you aren’t moving forward, chances are you are falling behind. The world of fashion can change faster than ever in the digital era, and those with an eye on what’s happening right now and a feel for what’s coming next are in a powerful position to gain a competitive advantage.

Our pioneering expertise and global network enable our Apparel, Fashion & Luxury clients to drive change and flourish in a fast-moving and unpredictable industry. Get your quote now to gain that competitive advantage over your competitors.

Branding & Marketing Strategies for Educational Sector in Canada

Branding & Marketing Strategies for Educational Sector in Canada

Introduction 

The meaning of education changes from time to time and from place to place. Educational Institutions are under a constant need to reinvent their programs to match today’s requirements and adopt different marketing strategies to stay ahead in the education sector.  

Our educational client is well established and is one of the best private colleges in Mississauga, Canada. Thousands of student populations have received their graduate certificate and are currently working as healthcare, business, accounting and IT professionals. 

Our team at The Expert Community (TEC) took them on as a client as we believed that we could help them create a better brand identity and help it communicate better with their prospective students. 

Challenges 

The challenge we were facing with them was low visibility online, lack of brand strategy, student acquisition plan and lead management. A lot of prospective students were restricted to the medium of word of mouth. Our goal was to provide better lead and brand management technology, help them communicate better with their key stakeholders and make our client an educational milestone and one of best college in Canada. 

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Jeff Bezoz

Solutions  

Why is digital marketing necessary in education sector? 

digital marketing

Digital Marketing for education sector is relevant as it helps educational institutes in creating a better brand presence and helps them to reach their target audience with cost effectiveness. It is considered crucial now days because most of the students are users of internet. Digital Marketing also helps in distinguishing a brand from its competitors and stating their advantages over others.   

Different types of digital marketing strategies adopted for this client included Website Redesigning, Mobile Optimization, Ad Placement, PPC campaigns, Remarketing campaigns, Technical SEO, On- Page SEO, Link Building, Stakeholder Networking, SEM, Video ads and paid ad sets on social media channels.  

The content was created while kept in mind that it is easily shareable, increases traffic and gather attention. The ads were geotargeted to lookalike audiences with the client’s new brand identity kept in mind to track its impact and measure perceived brand image.  

Why is redesigning your website important?  

Website redesigning

Website redesigning plays a very crucial role while creating a great first expression and implementing a new brand image. It makes it more SEO friendly, better audience retention, more modern and provides a user-friendly experience. 

The digital & technology team at The Expert Community (TEC) suggested the client to use our website redesigning services to upgrade their non -functional and user- unfriendly website. We helped them create a website that was easy to navigate and was smoothly accessible and functional on mobile phones as 76% of the students use their mobile phones for universities and college research.  

All their social media channels like Facebook, Instagram, Twitter, Pinterest, YouTube, etc were integrated with the new website as the team wanted their website to be the brand’s centre of social media hub. 

Why is branding important in education sector? 

Branding is extremely important as it sets the tone for the institution in the student’s mind. Branding is a very popular marketing practice after which the logo, message or symbol can be easily be identified with institution. Successful branding strategies helps to get recognition, more business value, generate new customers, build brand loyalty and even establishes trust in the targeted industry. 

Hence, we helped them set up their branding strategy path after conducting numerous interviews with their management and currently enrolled students. After this branding exercise we were able to isolate the voice of the brand which helped us to create a perceivable brand identity.  

The internal team at The Expert Community (TEC) launched strategic branding campaigns to eradicate the difference between the brand identity and brand image. It’s very crucial to have a comprehensive and impactful branding strategy as it helps to create a long-lasting expression into the minds of prospective students. 

Custom Software development: Boon or bane? 

Custom Software Development is surely a boon as it is focuses on narrowly defined sets of requirements described by the client. Its way better than the Off-the- shelf software available in the market as the custom software is more secure and scalable. 

The custom software development team at TEC designed a software for the client that consolidates their insights from Google Ads Manager, Facebook Ads Manager, Website Analytics, Google Analytics, CRM and other channels into the custom software which made it easier for them to track and evaluate. 

Different types of key performance indicators or KPI’s were set up to evaluate and track the progress of campaigns that help to form future predictions and logical conclusions.  

The custom software team also assisted them in designing a custom software that focuses on career guidance/counselling and help the student populations to choose from the available courses. It also integrated virtual tours and assigning of prospective students to their personal counsellor which wasn’t available in any of the off-shelf software. 

The client was highly impressed with the custom software development process as the team made sure all their requirements were kept in mind and give better output than any of the Off- the- shelf software. 

Conclusion 

Education Sector and Digital Marketing has a deep correlation in today’s world. Such marketing strategies assists educational institutions to build their brand and improve their student acquisition process. Let us help your brand reach its true potential in this digital age. Get Your Quote Now.