Belstaff to shift ad focus from print to digital as it readies mobile-first site

Luxury fashion brand Belstaff is working to move its print campaigns to digital as it looks to better make use of consumer data and personalised advertising.

The British clothing firm, which counts David Beckham among its brand ambassadors, has turned its focus to digital over the last few months and is set to launch a new mobile website on 7 July.

Speaking to The Drum, Alison Conway VP omnichannel at Belstaff, admitted that it has previously shied away from pushing its mobile site to consumers as the existing site wasn’t “stellar”.

“Mobile is a very large focus for us,” she said. “We haven’t been pushing our mobile site because our existing site is not stellar… this new site has been designed mobile up rather than desktop down so we’ve recognised that mobile is an increasingly important part of our strategy.

“Since the end of last year we are getting over half of our traffic on mobile devices and we are also seeing sales coming through now too and that’s with our current site.”

As well as a new mobile-first strategy, Belstaff is working with Forward3D to ramp up its digital ad efforts and will work to better link its CRM data to deliver personalised ads to consumers. It is working with Google to deliver banner advertising when consumers are viewing the promotions section of their email account, and eyeing opportunities in video to create more emotional and aspirational content to meet the appetite of luxury shoppers.

“The move for us is from basic brand based pay-per-click (PPC) and SEO pieces to offering a lot more interactive video based content,” she said. “On the SEO side we are also looking at how we evolve from the tactical pieces to the more emotive and exciting pieces.”

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