Fashion retailer New Look uses cloud to improve brand awareness

By Dawinderpal Sahota
17 Jun 2011 View Comments
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High-street fashion retailer New Look has moved its online environment into the cloud in a bid to improve brand awareness.

New Look Daily is an online platform driven by user-generated content, which allows fashion-conscious customers to have their views published as editorial on the site.

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The company wanted to build on the success of its Facebook page, which has seen a 700 per cent increase in the number of 'likes' over the past year.

It is now looking to engage with customers who do not use the social networking site.

New Look claimed that New Look Daily strengthens its online presence and complements its existing e-commerce offering.

The retailer enlisted the services of EMC Consulting to create the platform, which integrates existing online customer communities, rich content and e-commerce.

At the same time, the retailer hoped New Look Daily will offer customers a fun and easy way to engage with the retailer.

"EMC Consulting was one of five leading consultancies who pitched for this project and we chose it because of its understanding of social media," said Amy Thom, head of brand marketing at New Look.

"As part of the hub creation, EMC produced technographic profiles for key customer demographics. These help people search the site for comments on key trends."

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