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E-Commerce According to Tory Burch, H&M, Asos & More

The Outnet CEO Stephanie Phair discusses putting mobile first, <a href="">via WWD</a>
The Outnet CEO Stephanie Phair discusses putting mobile first, via WWD

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Tory Burch, H&M, Asos, Kering, and more of the industry's biggest brands and retailers sent their top marketing execs to New York yesterday to speak at a WWD conference on consumer marketing .

As with any industry conferences, there was a lot of wonky industry speak and nerdy analysis thrown around, but some interesting insights about brand strategy and challenges came to light, as well. After the jump, we've sussed out the highlights from WWD's post-event coverage (which is only available to WWD subscribers). Consider it your conference Cliffs notes.

Topshop's chief marketing officer Justin Cooke on digital vs. in-store experience:
Cooke said his approach with Topshop's e-commerce site has been about re-creating the in-store experience — and then embellishing it with humor, intrigue, and one-off experiences. "The core customers are 15 to 25, they want to be excited and inspired and [the store] has always been about the experience," he said. "You go in, and you can have ice cream, have your tattoos done?you can have your piercing, your hair done, its a full-on experience and that's what retail should be about, not just selling stuff." [More here]

Tory Burch's Miki Berardelli on giving back to Facebook fans:
While calling Facebook an important "customer acquisitions vehicle," Berardelli noted that, "our fans expect something of value in return for their loyalty." This is often "one item at a great price for one day. There is no set schedule or formula. It's just a surprise and delight." [More here]

Asos US senior vice president Matt Hiscock on the importance of discounts to the US customer:
"In the U.S., where the Asos' shoppers are 80 percent female, Hiscock said that events and annual shopping dates like Cyber Monday and Black Friday play a big part in the sales landscape, and that customers expect to be marketed to and receive great service. They also look to celebrities and bloggers to inform their style and respond to a simple and fun approach on social platforms." [More here]

H&M's global head of digital Jordan Nasser on the biggest challenge of e-commerce:
"To make something that is both inspiring and shoppable." [More here]

The Outnet CEO Stephanie Phair on putting mobile first:
Mobile currently represents about 36% of the site's sales. "For us, mobile is not a different channel, it's just a different device," she said, adding that The Outnet team starts by "designing its mobile e-mails first, and then works backward, designing for the desktop and Web site." [More here]

Kering senior vice president of e-business Federico Barbieri on why PPR partnered with Yoox to host online boutiques for six of the firm's luxury brands:
Because "e-commerce is a bloody expensive business." [More here]

FarFetch founder José Neves on why independent boutiques matter in the digital landscape:
"With most designer labels—even the big, big ones—almost invariably we can trace their beginnings to a few independent fashion boutiques who have really taken the risk and put their money where their mouth was... Boutiques will see a collection and take risks?.They survive by being different?at the product level. For a designer, the whole vision gets much better represented, it's not just the department stores and big Web sites stocking their collections." [More here]

· Get To Know Farfetch, a Boutique Shopper's Online Paradise [Racked]
· The's Stephanie Phair on Shopping Tips, Interview Outfits, and the Best Deal She's Ever Found [Racked]