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Forever New Digital SWOT Analysis
Transcript of Forever New Digital SWOT Analysis
Clean interface with strong use of campaign imagery to convey the brand
Navigation and 'check-out' experience seamless
Relevant shopping information; shipping, returns, size guide clear and concise
Free shipping in Australia and New Zealand* (*over $80 threshold)
Includes social media links
Google search results contain clear 'call to actions'
General functionality is of international standard eg includes store hours; navigation bread crumbs; filtered search; cross sell (to a degree); multiple images on product; zoom capabilities; side navigation on product category strong.
Options available in regards to the registration process; email and/or Facebook Connect
Strong product offering which delivers on competitive price, value and quality WEAKNESSES: Search engine ranking weak for key words/phrases
SEO not optimized; eg there isn't a banner heading on each product page which includes key words and as a result improves google ranking
Collections vs Boutique; unclear and confusing to the consumer
Lack of mobile website
Navigation drop down menu, difficult to read
Lack of international shipping
Speed of shipping
Social media icons not consistent across all digital communications topshop.com OPPORTUNITIES: Shipping: Overseas and faster delivery to the consumer Product videos and product shot on models to drive conversion eg Net-a-Porter, Oroton, ASOS, Dotti, Glassons.
Promotional content spots across the website to drive key categories/offers Richer/engaging content on homepage eg Witchery and Net-a-Porter Online 'Outlet' as another medium to clear excess DFO stock eg Dotti and Country Road Mobile version of web site
Engagement with consumer through blog and link building Quick sign up; lengthy sign up forms can discourage the consumer joining 'Quick view' of garment eg Dotti Improved, enticing and informative copy on google search results Integration of social media eg Live Twitter feed on Portmans.com.au Ratings & reviews eg Topshop and Shopbop Database: incentives to join eg Glassons and The Iconic THREATS: Speed to the consumer; many competitors are now delivering online purchases within hours if consumer is within metro areas
Increasing emergence of new fashion online retailers flooding the market
Current economic climate RECOMMENDATIONS: The general user experience would be enhanced through improved functionality of the product detail and product category pages. Areas of improvement include:
-Details on 'colours available' eg colour swatches
-Promotional content spots so the consumer is aware of key offers while browsing
The user would also find the product shot on body with multiple views of front, back and detail would improve their shopping experience. Video of the garments would also enhance the experience as the user would be able to see how the product moves and sits on the body.
As the use of smart phones continues to increase so too will browsing/shopping on these devices, particularly for the Forever New target market. A mobile version of the shopping site is imperative for usability and to keep up with competitors STRENGTHS: High level of fan engagement
Strong fan base (198,095 likes)
Links to other Forever New social media and content
Posts which drive conversion
Branding and key promotions consistent across all digital mediums
Strong account management; regular posts WEAKNESSES: Lack of 2-way communications
Lack of third level communications of consumer to consumer
Content is similar across social media mediums; there needs to be a point of difference so the consumer has a reason to engage in all platforms
Lack of posts which drive engagement eg polls / posts which asks the consumer a question OPPORTUNITIES: THREATS: Fast fashion market flooded
International 'fake' Forever New Facebook pages
Difficulty keeping the user engaged with the Facebook page. Content doesn't appear in consumer news feed if they haven't interacted with the brand after a period of time Dynamic Facebook app to drive key campaigns
eg Sephora 'Instant Makeover
Facebook only competitions to drive likes and/or engagement
Encouragement of 'check ins' at store level
Create events where relevant
Reward fans/exclusive Facebook offers
Revise post schedule to include engaging content that drives two-way communications
Facebook ATL opportunities to drive fans and engagement of brand 'With smartphones expected to overtake PC sales worldwide, the future of marketing is increasingly about mobile. It will become the centrepoint of any campaign you're running.' - WGSN 2012 EDM: STRENGTHS: Sharing capabilities
'How to wear' gives consumer new ideas and inspiration
Strong call-to-action and product call-out in regards to the 'Carry All' bag
Clear social media icons
Clean and concise design which is consistent with the website WEAKNESSES: Not engaging from a fashion authority perspective. The content is product centric and doesn't include any content which creates engagement or a 'fashion destination'.
Product shots not aspirational. More layers are required
Frequency of eDMs. Competitors are sending communications more regularly (Dotti, Sportsgirl, Tory Burch, Topshop 1 - 3 x per week). Forever New's frequency is 2-3 x per month "Brands and retailers are now facilitators, as customers demand a heightened experience and deeper understanding online. Content is king." - WGSN 2012 OPPORTUNITIES: A/B testing of subject lines
Product imagery to include styled flat lays with a mix of product on model
Frequency; review eDM seasonal plan THREATS: Frequency of competitor eDM communications
Ensuring the frequency of Forever New eDM communication is balanced; threat of 'too often' results in the consumer unsubscribing
Competitors use of styled product shots and levels of brand engagement; is Forever New being left behind?
Emergence of new online fashion retailers flooding the high street fashion market Thank you!
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