Fashion weeks are in full swing. Those 10-15 minutes on the runway represent months of work on a collection, but the audience only has those 10-15 minutes to take it all in. After that, the guests leave, and the official website takes over.
In some ways, the current trend of paid content works in favor of brands – for someone like me, it’s much easier to explore the new runway collection in detail on the official website.
And here, there are two paths.
📌It can either be a trivial presentation with just photos of the collection – and that’s it. You browse, forget, and move on to the next show, of which there are plenty during fashion week. This is the case with a (very commercially-oriented) online store like Prada.
Or there’s the approach I noticed last season, which has been polished even further this season. Gucci not only revamped its online store (making it much more user-friendly for potential buyers), but it’s probably the only brand that has figured out 📌how to convert instant interest into direct sales.
Here’s how it works:
You’re browsing the collection on the official website, and you absolutely love this rich wine set (I’m in love💔). But you can’t buy it yet. It’ll be at least 6 months before it’s available, and by then, so much will have happened that you’ll likely forget all about that set.
What does Gucci do? They add a 📌“notify me when available” button. And when that very set becomes available in the online store, you’ll receive a notification.
📌The benefits? An additional mechanism to convert interest into sales without any extra effort.
More broadly:
• Building anticipation: a sense of exclusivity and anticipation, making customers feel like they’re part of an inner circle waiting for the launch;
• Gathering data: By capturing customer interest early, Gucci collects valuable data on which items are in high demand, helping them forecast sales and manage inventory more efficiently;
• Creating a personalized shopping experience: Sending notifications when an item becomes available creates a direct line of communication with potential buyers, making the shopping experience feel more tailored and responsive;
• Reducing missed sales opportunities: By reminding customers about the item they were interested in, Gucci minimizes the chances of losing potential sales to competitors or other distractions;
• Maintaining engagement: Even after the fashion show excitement fades, Gucci keeps interested customers engaged, drawing them back to the website when the product becomes available.
So, if you’re looking to turn runway excitement into actual sales – take a lesson from Gucci on how to convert interest into long-term engagement and revenue x