Cell phones, a great ally for footwear brands
80% of the web traffic of footwear brands is obtained through their mobile version.
Photo /Patricia SanMiguel, Cristina Sánchez-Blanco and Marta Torregrosa, authors of report.
08 | 04 | 2019
ISEM Fashion Business School, the only business school specialized in fashion in Spain, in partnership with the School of Communication of the University of Navarra, presents the report "Digital Impact of Footwear Brands 2019", an analysis of the online behavior and positioning of more than 50 footwear brands. The study seeks to respond to the numerous and ongoing challenges caused by digital in the footwear industry.
Among the conclusions of report, the importance of increasing the Issue of visits to the web is highlighted, both through SEO and SEM strategies or referrals in magazines and online platforms; as well as through the improvement of content marketing: publishing house content and product sheets. Likewise, the newsletter is pointed out as one of the most relevant sources of web traffic for the footwear sector.
In the analysis of social media strategies, the report emphasizes the integration of Instagram content in the brand's website with the goal of improving conversions. The strategy in this social network should reflect the personality of the signature and offer added value to users.
On the other hand, although Twitter is not a suitable platform for fashion communication, the report recommends its use as a customer service channel. Finally, the Facebook study reveals that, although its use has decreased in the last two years, it continues to be an important network for audiences over 40 years old.
Digital Fashion Brands
The report Digital Impact of Footwear Brands 2019 performs an analysis of the online behavior and positioning of the 54 footwear brands with the most web visits within a database with more than 150 firms. "It is a tool of work for companies, a tool of marketing intelligence", highlights Patricia SanMiguel, director of Digital Fashion Brands, observatory manager of the study. Along with SanMiguel, Marta Torregrosa and Cristina Sánchez-Blanco, from the School of Communication at the University of Navarra, also participated in the preparation of report .
Digital Fashion Brands (DFB) is an observatory of ISEM Fashion Business School focused on the analysis of the digital behavior of fashion brands. With the goal for the fashion industry to understand and take advantage of the full potential of the digital environment, the research conducted by DFB offers data comparative sector that show positioning, best practices, strengths and weaknesses of the brands.
