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WHAT YOU NEED TO KNOW TODAY: MONDAY, SEPTEMBER 16, 2024 | | | Dear BoF Community, A brand's website is one its most important customer touchpoints, as a platform for storytelling and a point of inspiration for shoppers but also one of its most important sales channels. Few brand websites manage to successfully achieve both of these missions. It's a tricky balancing act — one made more difficult by the fact that it's not always clear which team in an organisation owns the website and whose goals take priority. Some websites show off innovative layouts and world-building that risk confusing and alienating visitors who want to shop. Others lean too far in the other direction and limit their digital homes to Amazon-style online experiences with little in the way of brand personality. For our latest case study, BoF spoke to web design and branding experts who've worked with companies across the fashion industry, and learned from one prominent retailer, to break down how companies should approach the fundamental parts of their e-commerce sites, from the homepage to the all-important product page, to optimise product discovery, storytelling and sales. Download the case study now. "How to Create the Perfect E-Commerce Site." Imran Amed, Founder and CEO, The Business of Fashion Plus, also in today's BoF Daily Digest newsletter: |
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| How to Work With Creators and Their Communities on TikTok | As the "experts on the platform", content creators on TikTok offer brands a critical means of access to the subcultures and communities that the entertainment platform typifies. BoF's latest white paper, in partnership with TikTok, shares insights on the best practices to engage with and empower creators and communities on the platform, with examples from Coach, E.l.f. Beauty, Loewe, Marc Jacobs and many more. For instance, it's important for brands to connect with relevant online communities in a timely manner. "Tapping into the cultural zeitgeist is about speed. If your organisation removes the obstacles that slow things down, then you are able to move in tandem with your community and make them see you as their neighbour, rather than some distant figure," says Kory Marchisotto, chief marketing officer of E.l.f. Beauty — one of the first and largest beauty brands on the platform. Some brands effectively demonstrate just how much they are listening to their communities on content platforms, by responding swiftly. In June 2024, an image of a tomato cut in half was posted with the caption: "This tomato is so Loewe I can't explain it." It went viral and was reposted by Loewe's designer Jonathan Anderson. Realising the opportunity to push this meme's moment further, Anderson revealed a prototype of the "Tomato Bag", just three days after the first post captioned "meme to reality". | | |
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