Agenda-setting intelligence, analysis and advice for the global fashion community.
Two years after Apple threw a wrench in the once easy-to-penetrate online marketing ecosystem, Instagram ads remain a tough addiction for fashion and beauty start-ups to quit.
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Text messaging has emerged as one of the best tools for brands to keep customers coming back. But as fast as shoppers are to get on board with texts, they are even quicker to run away. Brands must balance using SMS to drive transactions and building deeper connections with customers.
With an uncertain economic outlook, digital brands are forced to make tough calls on whether to cut back on marketing at the expense of growth or continue to spend and accept lower profits.
In a worsening economic climate, marketers will face pressure to divert dollars to tactics that directly drive sales. They shouldn’t lose sight of brand building in the process.
Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.
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