Fashion

The calendar year is full of marketing events that brands can ride like waves to elevate results. But the increased conversions that retail holidays inspire are more likely to be seen as largely expected rather than genuinely additive to growth. So, how can your brand’s digital marketing go from “expectations met” to “expectations exceeded” and leverage promo periods to a greater extent than competitors?

One way to do this is by outplanning your rivals. Because planning and preparedness is as important as having the right technology in place.

The Catwalk Ready Collection of banners from RTB House proves that your online ad campaigns can be elegantly seductive whatever the context. Tailored for the user with a precision beyond even Savile Row, the Fashion-focussed creatives of RTB House are versatile yet striking, timeless yet still very much ‘now’.

Yes, the stylish and provocative designs of Paris, London, Milan, and New York, turn heads, but this collection is underpinned by a smarter dress code. Deep Learning algorithms ensure that our banners not only transform with the seasons, but change to match whichever unique individual they are shown to.

Online purchases now account for approximately 20% of all fashion sales, and potential customers can engage with your brand across multiple channels. This constant communication has transformed the way fashion ads are delivered to customers and greatly expanded the potential for personalization.

There are more options online for consumers to choose from than ever before. But rather than this manifesting as any kind of “paralysis of choice” or panicked rush to purchase, consumer journeys are actually becoming longer and more researched. More people are starting with careful consideration, comparison, and in-depth research of prices and brands. They make more site visits and spend more time weighing their options before transacting, creating a “messy middle” between consideration and purchase that has significant implications for merchants.

When many of us think of retargeting, our minds jump immediately to simple banner ads showing off the exact products that have been on our minds—but retargeting is so much more than that. With the right data and technology, we can use retargeting to connect with very specific types of users, or to achieve sophisticated goals. To understand why, let’s take a look at some retargeting ad examples and what they tell us about retargeting in general.

Personalized marketing is about understanding the motivations and tendencies of individuals and then meeting their preferences in design, social engagement, marketing, sales channels, delivery methods, and after-sales care. Ads are, of course, one critical element of this whole, so we’re taking a look at different aged customers to show how you can deliver “a smarter dress code” for online fashion campaigns across the generation gap.