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Saturday, March 8 • 12:30pm - 1:30pm
Fashion E-Commerce: Conversion Versus Branding?

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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.

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Pieter Jongerius

PartnerFabriquePieter 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... Read More →

Saturday March 8, 2014 12:30pm - 1:30pm
Hyatt Regency Austin, Texas Ballroom 5-7 208 Barton Springs Rd

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