Designer clothes and accessories retailer Matchfashion.com offers a luxury shopping experience, featuring items from more than 400 designers from Gucci to Valentino. After operating purely as an offline business for 20 years, using AdWords and Consumer Barometer helped them expand rapidly online and win customers in 190 markets globally.
With more than 25 years’ experience in luxury fashion, Matchesfashion.com operates online, through their London stores and private shopping townhouse, as well as at international events. “Matchesfashion.com is a luxury experience for a really fashion literate customer,” explains Ruth Chapman, Joint Founder and CEO of Matchesfashion.com.
Starting out from a successful bricks and mortar shop in Wimbledon, Matchesfashion.com had been in business for 20 years before they decided to expand their reach globally by taking the business online. Finding the right international audience for their very high-end offering was crucial, so Matchesfashion.com turned to Google to help them pinpoint the right markets to target.
First they used Google’s free tools, including Consumer Barometer, to run analysis that helped them prioritise markets to run customised AdWords campaigns in. Then, once they had found the right locations and audiences to target, Product Listing Ads enabled Matchesfashion.com to effectively convey the quality of the luxury items available through their site.
Product Listing Ads have proved particularly successful, with placing high-definition images of items alongside the Matchesfashion.com brand and message helping to turn those just viewing products into paying customers.
Adapting campaigns on a country-by-country basis has also played a key role in their performance, and all campaigns are optimised with the help of Google Analytics. Ulric Jerome, Partner and COO, explains: “Google Analytics is in everyday use. We are looking at the behaviour of our customers, which device they use to connect, which country they connect from, so it’s a day-to-day measurement tool for our business operators.”
He adds: “Every country has its own digital approach, and the only way you can be successful is by making sure you adapt your digital strategy for the countries that you really want to focus on. First starting to understand the trends, then working through the AdWords platform so we get the right exposure in the right country, even up to the right cities.”
The success of this strategy quickly became apparent with a rapid increase in international sales following its introduction. In fact, Matchesfashion.com now serves customers in 190 markets via its site and the majority of their business comes from abroad. Ulric says: “Our business today is very much international. We do more than 70% of our business outside of the UK.”
Chapman succinctly sums up their online success story: “We are available in pretty much every country worldwide now: we ship to the smallest islands in the Pacific, we ship everywhere.”
“Google Analytics is in everyday use. We are looking at the behaviour of our customers, which device they use to connect, which country they connect from. Our business today is very much international.“ Ulric Jerome, Partner & COO, Matchesfashion.com