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Battle of the brands

Marketing (London), 2012-03, p.S15

Copyright Haymarket Business Publications Ltd. Mar 7, 2012 ;ISSN: 0025-3650 ;CODEN: MARKBC

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  • Title:
    Battle of the brands
  • Author: Benjamin, Kim
  • Subjects: Brands ; Consumers ; Fashion ; Market strategy ; Marketing ; Retail stores ; Retailing
  • Is Part Of: Marketing (London), 2012-03, p.S15
  • Description: It's easy to see why retailers are embracing affiliate marketing. The activity can ensure exposure in locations where consumers seek out information or opinion to shape their purchasing decisions, while still protecting the brand. Affiliate marketing is growing in importance among fashion retailers -- such purchases are a constant, with consumers buying one or two new pieces each season. Furthermore, fashion-conscious consumers are frequently looking for style advice on blogs, online magazines, price-comparison sites and places where they can read recommendations from style gurus. This means brands need to be putting themselves in front of the consumer at every stage. to assess the affiliate marketing strategies of fashion retailers, Revolution asked Commission, Junction's account director, Hardeep Sohal, and its publisher account director, Emmanual Odigan, to review Next and Marks & Spencer. The retailers' use of affiliate marketing was assessed across ten criteria, including programme visibility, commission structure and brand perception.
  • Publisher: London: Haymarket Business Publications Ltd
  • Language: English
  • Identifier: ISSN: 0025-3650
    CODEN: MARKBC
  • Source: ProQuest Central
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