Fashion E-Commerce: Conversion Versus Branding?
In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. After this talk, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Pieter Jongerius is a partner at the Dutch design agency Fabrique.
Originally an Industrial Design Engineer, he specialized in web design as early as 1996, with a special interest in interaction, strategy and methodology. Fabrique specializes in strategic design for cross channel B2C communications and employs around 100 people.
In recent years Pieter has specialized in retail & e-commerce and has done award winning work for national and international companies such as Heineken, Sony Music, SuperTrash, Hunkemöller, The Sting and more.
Pieter is main author of the book "Get Agile! Scrum for UX and Development" and has been a pioneer of using Scrum in design and development projects since 2008.