Launching an ecommerce platform: le coq sportif’s brand story

CMO catches up with the fashion label’s brand strategist to detail the Australian journey into ecommerce and the importance of technology, localisation and customer engagement

Fashion labels face a significant challenge when it comes to delivering an integrated customer experience and brand engagement strategy. On the one hand, fashion can achieve an emotional link with consumers unique to other types of goods and services; on the other, such labels can be limited in how they can directly interact with customers because of the nature of retail and distribution.

Le coq sportif, an exclusive sports and lifestyle fashion label originating out of Europe, was facing this challenge when it decided to invest in an ecommerce platform in Australia. An international first, the ecommerce project was designed to offer local consumers unprecedented access to its latest and expanding collections online, as well as take better control of its brand presence nationally.

Brand manager for le coq sportif, Charles Hurtebize, told CMO the impetus for its decision to invest in an ecommerce offering was driving by its limited distribution options across the country. Previously, its flagship Sydney store was the only place customers could shop the widest product offering locally.

“Establishing an ecommerce platform allows le coq sportif to offer the full range of products for the first time in Australia,” he said. “As a result, our customers will now have a better understanding of what le coq sportif is, what it looks like and what it represents.”

The project took six months to implement from initial planning and conception to launch. Because of the importance of having a local favour to the portal and seasonal variations in stock, work was undertaken in Australia, and under the direction of the company’s international headquarters.

Website development consultancy, Net Starter, was recruited to implement the website, and le coq sportif invested in the open source ecommerce platform, Magento, and Magento Community to ensure a smooth transition, Hurtebize said. In addition, the company has teamed up with the Glue Store ecommerce platform to assist with project management as well as the day-to-day management of the website.

Products are the central focus of the new lo coq sportif ecommerce website. “In support of this, le coq sportif Australia has given customers greater visibility of each product including a 360-degree product viewing platform as well as Free Express shipping,” Hurtesize said.

Content is another vital aspect, and le coq sportif has also begun building a local community on social media via Facebook to help drive further direct consumer interaction with its brand.

“By providing customers with direct access to the entire range of le coq sportif products in Australia, as well as news and brand content, we aim to increase engagement and direct interaction with customers,” he said.

Price and social factors key with rising number of mobile retail buyers
Australian businesses fail in delivering great online user experience
Delivering the digital experience at Lorna Jane

According to Hurtebize, the company is looking to achieve a similar sales turnover to that of its bricks and mortar store in the first year of the new ecommerce platform, and be profitable from the first year.

“We are also looking at all of the key analytical indicators such as visitors, new visitors, bounce rate, conversion rates,” Hurtebize said. “These indicators will help us build a profitable e-commerce platform.”

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in