How We Did It

 

In order to achieve our objectives, we followed a three stage process that dovetailed with the growing consumer interest in kimono products:

 

Firstly, the demand for Kimonos was identified. Secondly, we worked to efficiently meet this demand, and then finally, as demand peaked, we looked to maximise New Look's brand association and  focus the demand for these products in a more general sense onto the New Look range specifically. 

 

1. Identifying Demand

 

While kimonos featured heavily in the Spring/Summer shows of Roberto Cavalli, Valentino, Gucci and other leading designers, there was already evidence that the trend was gaining pace. 

 

In October 2013, early adopters were stepping up their product ranges, and as we moved into 2014 it was evident that the number of kimono products that were selling out across retailers was on the rise too. 

 

This growth in mainstream consumer interest leading towards the Summer of 2014 could also be assessed by monitoring the growth of ‘Kimono’ as a search term. 

 

 

Our research suggested that retailers were stocking an expanding range of kimono products, more consumer searches were looking for these products and an increasing number of kimono products were also selling out. The signs all pointed to Kimonos becoming a hot trend for the upcoming Summer.

 

 

2. Meeting Demand

 

After the kimono trend was identified as a definite opportunity, our first move was to conduct an audit of existing paid search campaigns. Paid search fundamentally links consumers searching for a particular product with quick and easy access to what they’re looking for, and is therefore an obvious first step in meeting demand.  

 

A key first stage of our testing was optimising the ad copy:

 

 

 

Both traffic and conversion rates saw considerable uplifts over the subsequent two weeks as we optimised ad copy and expanded campaigns.

 

 

  Example PPC ad copy relevant to specific long tail kimono search terms. 

 

Example PPC ad copy relevant to specific long tail kimono search terms.