SUCCESS STORY
Randa Apparel & Accessories (RAA) is one of the world’s leading fashion apparel and lifestyle accessories companies with a portfolio of more than 30 brands. They bring innovative products to market through all channels of distribution, wholesale, and direct-to-consumer worldwide. RAA designs, builds, sells, and ships over 100 million apparel and accessories products each year with a focus on offering styles that meet consumers’ evolving personal fashion tastes.
Digital transformation must stay on pace when it comes to fashion. Brands that fail to keep up risk losing market share to more agile competitors or digital-first brands. Those who successfully navigate this transformation may reap significant benefits in terms of increased sales and improved customer loyalty.
Providing consumers with engaging high-quality product content is proven to make a difference in sales growth. With worldwide revenue in the Fashion Market projected to reach US$770.90bn in 2024, brands must aggressively compete for shoppers’ attention in creative ways.
To win over customers, RAA creates high-performance e-commerce shopping experiences for their apparel and accessories brands that give them a competitive edge for attracting customers. With Syndigo Syndication for Enhanced Content, they unlock valuable advantages, including:
Consumers love new styles, and today’s social media environment can create a trend rapidly. These changes can be attributed to increased digital engagement, a desire for personalization, and a growing consciousness about social and environmental issues. Fashion brands must constantly adapt to these changing expectations, which include demands for size inclusivity, gender-neutral options, and culturally sensitive designs, to capture sales. RAA stays in tune with its customers with seasonal regular releases of new apparel and accessories launches.
To help appeal to increasingly discerning and values-driven consumers RAA uses a comprehensive Enhanced Content program for two of their brands, Haggar Apparel and Randa Accessories. Their creative services team works with Syndigo’s content experts to develop content strategies that are turned into exciting new Enhanced Content experiences to tell the brand stories they want to bring to life on their PDPs for higher engagement and increased sales.
Based on the impressive performance of Enhanced Content they include Syndigo as an integral part of their new product launch kit, which has earned positive feedback from retail partners.
Haggar attracts new customers and builds brand loyalty for its top-selling men’s tailored and casual apparel brand by creating digital content that differentiates itself in the minds of consumers. They’re not just selling pants; they’re telling a rich, multifaceted story about comfort and style. It’s about transforming what might be thought of as a basic wardrobe staple into quality crafted apparel that aligns with consumers’ values and lifestyles.
Comparison charts and other Fit Guide information help buyers with key detailed information that effectively captures the differences across each style, along with size details, so customers have accurate information to make the best decisions.
Randa Accessories aims to help customers complete their “look” with belts, small leather goods, neckwear, and seasonal accessories by integrating and enhancing the brand identity of well-known names such as Levi’s, Calvin Klein, Kenneth Cole, and Tommy Hilfiger. As a licensee of these brands, the focus is on ensuring that customers recognize the accessories as part of a cohesive fashion experience.
The marketing strategy revolves around utilizing the assets of these brands to seamlessly tie in the accessories, making it clear that these are not standalone items but integral components of the overall brand presentation. This approach solidifies the accessories’ place within the larger brand narrative, ensuring a unified and complete look for the customer.
RAA analyzes a combination of sales data, PDP glance views, and conversion rates to gauge success. For Enhanced Content marketing measurement, they rely on the Syndigo Report Center as their primary resource. This tool provides comprehensive in-depth measurements of their marketing content performance, including conversion lift rates and customer engagement through widgets to see what’s resonating with their customers based on interactions. The insights from this data enable them to make informed decisions when designing wireframes for new product launches or updating existing content for carryover SKUs.
According to Syndigo research, global consumers overwhelmingly report tying their consideration of brand image to the quality and availability of a wide mix of product content, with high-ranking preferences for 360-degree product views, side-by-side comparison charts, interactive tools, and video experiences.
The result? PDPs with Enhanced Content see a 39% increase in conversion rate lift on average.
The ongoing success of Haggar and Randa Accessories using Syndicated Enhanced Content with Syndigo reinforces its commitment to adapting to changing customer fashion demands while maintaining its dedication to quality and innovation.