While there are traditional fashion brands that have yet to adapt internet and new technologies, a slow but steady transformation had started in the industry. We can see brands like Dolce & Gabanna has begun to start marketing digitally, with the assistance of an agency, Fashionbi. Fashionbi has started 3 years ago with an initial goal to encourage Italy’s fashion brands to embrace digital marketing strategies. They help analyse brands’ social media marketing performance and how customers behave on e-commerce sites, e.g. how long they stay on one product, how many products they browse, which are the most popular products, etc.
This type of analytic model can be applied to other industries as well. As customer behavior online changes, we believe a comprehensive analytic model will be beneficial for brands to gain deeper insights on what customers want and deliver more relevant messages to them, delivering a more engaging customer experiences.
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