6
If the content doesn't reinforce the perceived value of the product, but instead takes over all the attention on its own, maybe it'd be simpler to just start a content production studio instead of running the current business?
Trends can generate reach, but there's only a point in chasing them when: it fits the business's price segment + there's a built-out funnel converting that reach into sales, or at least a follow.
It's far more reliable to test a hypothesis on small budgets and see how well it actually works than to rely on someone claiming to know what's best. You don't even know all the conditions of that research, because only part of it is disclosed.
3
2
1
If a "message" is built into the content but isn't reflected in the product itself, it comes across as tacked on.
4
Every task is unique. Different businesses have different conditions and different reasons behind their decisions. So other brand's mechanics are only worth testing once you've run out of your own ideas. Otherwise, you're making decisions without understanding their underlying logic, and in most cases, that just burns resources.
5
It's more effective to test audience segments connected to the business's product and convert reach into traffic-sales through resonance with your visual identity-point of view.
1
Interest in the catalog appears not on the website, but on social media, advertising, etc., so here's what I would do:
1.1. Following this same logic, I would not use a linktree link. In the social media profile I would leave a maximum of 1-2 links:
- 1 link to the catalog of all items, if there's no division into men's and women's;
- 2 links, if this division exists.
1.2. On the catalog page, I would keep the categories easily readable. If necessary, I would also add tags that reflect custom selections.
1.3. I would move all the information necessary for clients and partners into the header and footer.
1.4. I would embed shoot materials as an additional block in the product card, in order to:
- get more return on the already existing content by increasing the perceived value of the brand's products*
- more precisely address objections about styling, fit, etc.*
*If the content accomplishes these tasks.
1.5. If there's a pop-up for a welcome discount, I would use an image in it that most strongly reflects the brand's value.
2. Do I even think a full-screen banner / selection page is necessary on the website?
Types I've come across:
2.1. Lead to the new collection:
I doubt that the trigger "this is from brand X's latest collection" affects sales enough for the brand to even break even. Because, in my perception, styling, vintage items, etc. have long since displaced a large percentage of those who used to think in terms of "latest collection = I'm cooler in others' eyes."
Hence the question: why lead to the new collection at the point of highest traffic? If it's much more relevant for most people to look for an item that fits them best by a number of criteria – to browse the catalog by category, or all at once if it's small.
Sorting by collections could potentially be useful as an additional filter type in the catalog – for those who are still chasing collections, want to quickly find an item from a specific show, or want to study the brand's work from a specific year. An additional option could be an archive page with a photo report of the looks – for those who want to look specifically at the styling, the content itself, etc.
2.2 Lead to sections (men's / women's, accessories, shoes, our contacts and offline stores):
For dividing into men's and women's, as already described above, it's enough to make 2 direct links on social media, without making the person take additional actions. I would periodically publish the other links in stories.
I think a banner page can be useful only when it strengthens brand perception – when there's something more to show:
- additional styling options
- storytelling about how the research behind creating the items, events, etc. took place
- a media library of shoots
- etc.
But if the page is designed just for the sake of existing, I wouldn't make it at all. Because this is quickly picked up on – it will lead to the brand's perceived value being lower – fewer sales.
1.1. Following this same logic, I would not use a linktree link. In the social media profile I would leave a maximum of 1-2 links:
- 1 link to the catalog of all items, if there's no division into men's and women's;
- 2 links, if this division exists.
1.2. On the catalog page, I would keep the categories easily readable. If necessary, I would also add tags that reflect custom selections.
1.3. I would move all the information necessary for clients and partners into the header and footer.
1.4. I would embed shoot materials as an additional block in the product card, in order to:
- get more return on the already existing content by increasing the perceived value of the brand's products*
- more precisely address objections about styling, fit, etc.*
*If the content accomplishes these tasks.
1.5. If there's a pop-up for a welcome discount, I would use an image in it that most strongly reflects the brand's value.
2. Do I even think a full-screen banner / selection page is necessary on the website?
Types I've come across:
2.1. Lead to the new collection:
I doubt that the trigger "this is from brand X's latest collection" affects sales enough for the brand to even break even. Because, in my perception, styling, vintage items, etc. have long since displaced a large percentage of those who used to think in terms of "latest collection = I'm cooler in others' eyes."
Hence the question: why lead to the new collection at the point of highest traffic? If it's much more relevant for most people to look for an item that fits them best by a number of criteria – to browse the catalog by category, or all at once if it's small.
Sorting by collections could potentially be useful as an additional filter type in the catalog – for those who are still chasing collections, want to quickly find an item from a specific show, or want to study the brand's work from a specific year. An additional option could be an archive page with a photo report of the looks – for those who want to look specifically at the styling, the content itself, etc.
2.2 Lead to sections (men's / women's, accessories, shoes, our contacts and offline stores):
For dividing into men's and women's, as already described above, it's enough to make 2 direct links on social media, without making the person take additional actions. I would periodically publish the other links in stories.
I think a banner page can be useful only when it strengthens brand perception – when there's something more to show:
- additional styling options
- storytelling about how the research behind creating the items, events, etc. took place
- a media library of shoots
- etc.
But if the page is designed just for the sake of existing, I wouldn't make it at all. Because this is quickly picked up on – it will lead to the brand's perceived value being lower – fewer sales.