Don't imitate the big players: your goal is to sell, not just brand

Are you inspired by the wrong brands? Discover how to sell more online.

It's common for brands new to e-commerce to draw inspiration from big names like Loewe, Gucci, or Prada. While admiring their brand image and aesthetic is understandable,imitating their online strategy can be a mistake.

Luxury brands focus primarily on branding, building an image of exclusivity and aspiration. Their websites are typically minimalist, with impeccable design and a focus on aesthetics. However, their primary goal is not online sales, but rather reinforcing the brand image and generating desire.

For a small business or a brand just starting out in eCommerce,the main goal should be generating sales. You need a website that converts, facilitates purchasing, and offers an optimal user experience.

Define your goals:

Before building your online strategy, define your goals:

• Do you want your sales to be mainly offline?
• Looking for a 100% online model?
• Or a combination of both?

Depending on your goals, you can define the right strategy for your eCommerce.

Inspiration yes, imitation no:

There are many brands that have achieved a perfect balance between branding and online sales. Some that may inspire you are:

• Ecoalf: Sustainable fashion with a strong commitment to the environment, using recycled and innovative materials. They have managed to build a purpose-driven brand that connects with a conscious audience.

• Wow Concept: An omnichannel shopping experience that creatively and engagingly integrates physical and online stores. They offer a curated selection of products from different brands, with a focus on innovation and trends.
• Sophie and Lucie: A Spanish fashion brand with a strong identity and a loyal online community. They've connected with their audience through their unique style, authentic content, and an effective digital marketing strategy.

• Laagam: A women's clothing brand with a minimalist and timeless style. It stands out for its commitment to sustainability and local production.

• Pompeii: A sneaker brand with original and colorful designs. They've built a strong online community and use influencer marketing very effectively.
• Paloma Wool: A clothing brand with a unique and colorful style. Its website reflects its identity and creates a unique shopping experience.
• Malababa: A brand of leather handbags and accessories with a minimalist and timeless style. Its website conveys the quality and exclusivity of its products.
• Cortana: A women's fashion brand with an elegant and sophisticated style. Its website reflects its brand universe and offers a curated shopping experience.

When you analyze these brands, you can see how they have achieved:

• Define a clear and differentiated value proposition.
• Building a strong brand identity.
• Create an optimal online shopping experience.
• Use digital marketing strategically.
• Connect with your target audience through content and communication.

Remember that the key is to draw inspiration from these brands, but adapt their strategies to your own business and goals.

Tips for building an effective online strategy:

• Attractive and functional web design:Facilitates navigation and purchasing.
• Quality content:Create content that provides value to your customers.
• SEO Optimized:Make sure your website is visible in search engines.
• Social Media:Create an online community and promote your products.
• Online advertising:Use platforms like Google Ads and Meta Ads to reach your target audience.
• Email marketing:Create a customer database and send them offers and news.

Recommendations for different stages:

• Start: Prioritize generating sales and creating a customer base.
• Growth: Invest in branding and building an online community.
• Consolidation: Strengthen your brand image and explore new sales channels.

Remember that your online strategy should evolve with your brand. Adapt it to your needs and goals at every stage.

At Teipe Digital, we help you create an effective online strategy that combines branding and sales. Contact us!

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