Over the past two years, Rakuten LinkShare seems to have found its specialty in the world of fashion. In the last three quarters of 2012, the network recorded steady growth in same-store sales, as well as non-retail sales in both the US and the UK, and has seen sales increase nearly 30% in same-store sales in 2013.
Although the company has been ranked the top affiliate marketing network the past two years by mThink, Rakuten LinkShare shows no signs of slowing down as they are looking to add 100 brands to their roster in the US, Canada, Australia, and Japan.
While the network has already been wildly successful in the fashion arena, it’s worth noting how they’ve managed to pull it off. It’s a perfect case study on knowing your market and how to effectively target them.
LinkShare recently conducted a survey among 1,000 British males revealing that an overwhelming 85% of them preferred to do their shopping online. Furthermore, the study showed that 50% of men between the ages of 18-35 have a shopping app installed on their phone. Couple this with the fact that over 75% of men are enticed by online discounts and free delivery, and you’ve got a pretty specific marketing strategy.
On top of the research on how and why men buy their clothes online, a second focal point of the study was on the mobile aspect. It revealed that most men are using their cell phone to indulge their shopping habit, with 20% of 18-35 year-olds using barcode scanner apps and 25% of men under 45 opting for Cashback apps. More of the popular mobile shopping apps included QR code apps, and apps of specific brands.
Ultimately, what LinkShare’s study proves is that the typical male shopper isn’t wondering around in the mall anymore. Rather, they are making their fashion purchases either online or on their phone, often times spurred by free delivery or discount offers. Because LinkShare has been able to tap into the male shopper’s psyche, they’ve seen impressive growth by creating specifically targeted campaigns that are proven to be successful.
Do you think there are other practices to facilitate growth in the fashion marketing, or has LinkShare hit the nail on the head in regards to the male demographic? Are you enticed to buy things online simply because of free delivery or discount offers? Let us know your thoughts in the comment section.