For in-depth coverage of Ragtrader Live: Fashion Decoded pick up a copy of Ragtrader magazine's next edition. In the meantime, here are three fast facts from our digital leaders conference in Melbourne.
1. Use your data
The PAS Group draws 75% of sales from loyalty members. The apparel group has a Single View of its customers, allowing it to target specific shopper segments across all platforms, even social media. How? It deep-dived its data to create a sophisticated CDP program that includes a live dashboard and purchasing attributes. Pictured: The PAS Group general manager for digital Anna Samkova.
2. Use your channels
The Accent Group has seen x7 growth in digital sales in the last 24 months. By leveraging $110 million worth of inventory across every single channel - digital, flagship, metro and regional stores - customer purchases are no longer limited by geography. The creation of additional services, such as Click and Collect, has also had a significant impact on sales growth across its 445-store network. Pictured: Accent Group chief digital officer Mark Teperson.
3. Use your platforms
What do Rozalia Russian, Lana Wilkinson, Jasmin Howell, Jess Dadon and Stef Dadon have in common? Aside from being leading digital influencers and brand ambassadors, they understand the power of digital marketing. While Instagram continues to be the platform-of-choice for fashion brands, they advised brands to utilise other channels. This includes building their email databases, utilising highly targeted Facebook advertising and even experimenting with podcasts. "Be asset rich," Howell advised. "You need your own database and website, then supplement that with social channels that work for your brand."