{"id":26877,"date":"2021-01-07T15:49:35","date_gmt":"2021-01-07T15:49:35","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/2021\/01\/07\/accelerating-data-driven-brand-strategies-by-vogue-for-business\/"},"modified":"2024-01-30T13:54:15","modified_gmt":"2024-01-30T13:54:15","slug":"accelerating-data-driven-brand-strategies-by-vogue-for-business","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/accelerating-data-driven-brand-strategies-by-vogue-for-business\/","title":{"rendered":"Accelerating data-driven brand strategies by Vogue for Business"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-26877'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-9df22c7114583b6af05721e0b7342833 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">As you might know already, the Dotters never take a decision randomly. We always use available data to decide strategically and well-thought. And let this be the exact subject of Vogue for Business latest webinar, in collaboration with Zalando &#038; Karl Lagerfeld. We are happy to give you a quick update on the most important insights.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">High-end fashion in a digital marketplace, is this possible?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Very sure it is! \u201cOnline has always been part of Lagerfeld\u2019s DNA as we were already digitally active in 2012\u201d, as explained by Michele Pilati, Head of Digital Transformation at Karl Lagerfeld. However, the digital evolution which was planned over a period of years has accelerated in 2020. The ultimate way for Karl Lagerfeld to be &#038; stay close to the customer was by joining the Zalando-Family, without losing their true brand identity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This offered them the opportunity to collect a lot of data. You may have as much data as you want, but make sure you don\u2019t get overwhelmed by all these figures and numbers. Some tips to put this into practice:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Read through the data &#038; understand what the data is proving<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Deep-dive to know who your customers are &#038; what they are looking for<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adjust your offer, content, copy and campaign based on their wants and needs<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Also, Zalando understands the immense value of all this data. But since they are a central point of a large number of brands, they could add some additional insights to this:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Because of that \u2018one virus we had to deal with in 2020\u2019, they noticed that Zalando more often became a place to scroll &#038; get inspiration, and not always to effectively make a purchase. In this way, also the customer engagement grew as the utilization-opportunities became more varied.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In the enlarged customer journey, from discovery until conversion, the onboarding process of the customer remains key. The key driver over here is delivering a tailored experience. As explained by Andreas Antrup, Senior Vice President Marketing at Zalando: \u201cFashion is about the unexpected. Let customers discover something new, which fits with their preferences\u201d.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The value of 360-degree marketing campaigns only increases. By leveraging data, brands can bridge the gap between reach out to new customers down to seeing them convert.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">How will all this evolve in 2021? Both gentlemen made a number of predictions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">New Zalando users love the online experience and will continue to buy online even though offline stores will reopen.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">We evolve towards a digital-first mindset. By 2023\/2024, a crucial inflexion point will be reached where mobile purchases will account for 57% of the market share.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The Dotters are ready to dive into the data and to get ready for the upcoming digital challenges. Let\u2019s grow digital together.<\/span><\/p>\n<div id=\"attachment_22097\" style=\"width: 555px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-22097\" class=\"wp-image-22097 size-full\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/0.jpg\" alt=\"\" width=\"545\" height=\"212\" \/><p id=\"caption-attachment-22097\" class=\"wp-caption-text\">Source: Zalando<\/p><\/div>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-976ec82477ebae4d8c53e4340b8bec8c av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Deel dit artikel<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/accelerating-data-driven-brand-strategies-by-vogue-for-business\/&amp;t=Accelerating%20data-driven%20brand%20strategies%20by%20Vogue%20for%20Business\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Accelerating%20data-driven%20brand%20strategies%20by%20Vogue%20for%20Business&amp;url=https:\/\/thedotsociety.be\/en\/?p=26877\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Faccelerating-data-driven-brand-strategies-by-vogue-for-business%2F&amp;description=Accelerating%20data-driven%20brand%20strategies%20by%20Vogue%20for%20Business&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2021%2F01%2FEngels-46-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Accelerating%20data-driven%20brand%20strategies%20by%20Vogue%20for%20Business&amp;url=https:\/\/thedotsociety.be\/en\/accelerating-data-driven-brand-strategies-by-vogue-for-business\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Accelerating%20data-driven%20brand%20strategies%20by%20Vogue%20for%20Business&#038;body=https:\/\/thedotsociety.be\/en\/accelerating-data-driven-brand-strategies-by-vogue-for-business\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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