For the past few years, I’ve had the pleasure of working with clients in the luxury/fashion industry, ranging from designers to fashion retailers to luxury eCommerce players. Along the way, I’ve learned how to pronounce designer names like Givenchy and Thakoon; I’ve watched the Red Carpets with a closer eye; and I’ve helped develop marketing strategies that have driven tens of millions of dollars in revenue. And I enjoy it.
Today, let’s take a look at one of the more interesting designer labels to hit the luxury fashion scene in the past few years: Mansur Gavriel. Their handbags sell out across the web within minutes of being restocked. As the Business of Fashion reported in January, “by New York Fashion Week in September, Mansur Gavriel had become the bag of choice for editors and street style stars, as well as Kirsten Dunst, Emma Watson and Miranda Kerr.” Despite their tremendous success in 2014, they just continue to grow their brand in 2015, as shown in their increasing search interest above.
The spike last week was caused primarily by two factors: the first and probably biggest factor was the fact that they restocked their handbag supply on March 19th, which promptly sold out. The second factor was that they launched an Instagram Contest on Harper’s Bazaar leveraging Curalate’s Like2Buy eCommerce platform.
The Instragram promotion appears to be successfully driving Mansur Gavriel Instagram followers (159,526 as of this post) – up by over 29% since January.
Mansur Gavriel Is Only Getting Hotter
But the story isn’t all positive for the Mansur Gavriel brand. As we can see below, five paid Google Shopping/paid search listings appear at the top of the Google Search Engine Results Page (SERP) ahead of MansurGavriel.com for the brand search term.
Why is this significant?
Because Mansur Gavriel does not have a paid search marketing campaign running on their brand terms. This means that they are losing significant low-cost/high-value traffic to their brand site, and B) missing out on key opportunities to convert their most interested Mansur Gavriel fans into valuable email subscribers.
Stay tuned for our upcoming Q1 recap of luxury fashion trends specific to search engine marketing (paid search) where we’ll show you which components of the search marketing landscape are being adopted fastest by a range of fashion designers and eCommerce companies.
And later this week we’ll dive into the latest search trends we’re seeing with fashion eCommerce companies like Tradesy, Lyst, Moda Operandi, Rent the Runway, and American Giant and Bonobos.
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