How to generate online sales with content from Fashion Cloud

With the events of the last year, the online sector has become more and more relevant. A large number of retailers have already recognised this and expanded or strengthened their digital activities. In order to be able to continue to exist in the market, online and offline should not be seen as options, but as complements.

The right content is crucial for the online presence

Consumers are used to perceiving large amounts of images within seconds. The fashion sector thrives on visual stimuli, both offline and online. One of Fashion Cloud’s missions is to provide retailers with this content from fashion brands via a platform. The content includes product data and images, but also marketing material from individual manufacturers. By using this content in their own shop systems, sales can also be generated online.

Every good online shop needs up-to-date and complete product data. Creating this is often cost-intensive and time-consuming for retailers. So why bother when the brands’ data is already available?

An example of how retailers use the content from Fashion Cloud online can be seen at @henschel_fashionstore. By clicking on the individual products, the customer will be taken to the shop, where they can also buy the retailer’s articles.

Product data for your own IT channels

Via the content area on the Fashion Cloud web platform, retailers can request access to the content of their brands. After the subsequent activation, the content is available and can be used for various purposes. In addition to marketing material, retailers also have access to product data provided by brands. This includes, for example, images of individual articles in form of cut-outs, which can be used for the retailer’s own online shop or for the digital shop window. The EAN number, the article number and the name as well as the manufacturer attributes are also provided. These manufacturer attributes are transmitted by the brands in their own respective format. These include f.e. various colour descriptions or material labels. Fashion Cloud translates these attributes so that the data of all manufacturers appear in the same format in the online shop. In this process, the manufacturers’ data is standardised and then displayed in a uniform format. By using the product data on Fashion Cloud, retailers no longer have to use only independently produced content. The appearance of your shop can thus still be enriched with appealing images and information and enables your customers an optimal buying process in your online shop.

Options for downloading the product data

Retailers can then easily download the data, as well as the marketing material. There are two different options to do this:

Option 1: Manual download

The download can either be conducted manually by adding product data individually or via the Multi Product Download. This is particularly useful if you need more than just one image and the associated data for a single item, but need a large number of images and data as this is often the case in an online shop. Using the Multi Product Download, up to 1,000 EAN’s can be entered simultaneously and downloaded together. This option is considered a semi-automated way of obtaining images and data. On the Fashion Cloud web platform, cross-supplier content can be found and a large selection of different brands can be accessed in one place. You can find out how exactly the download works here: Get started with content.

Option 2: Integrating an interface

The far simpler alternative: integrating a so-called interface, which transfers the data directly into the various systems of the retailers.

The interface is implemented in the different merchandise management systems or shop systems. First, an EAN comparison is carried out, in which the EANs already contained in the system are compared with those of Fashion Cloud. If there is a match, the data is imported directly into the merchandise management or shop system. This makes it easy to use them in your own online shop or in the digital shop window.

Some retailers already use this fully automated option and benefit from the data in their online shops. Some examples are:

Using automated data for your own system can be quite easy. After the consideration of the right provider, the interface to Fashion Cloud can be booked. There is already a long list of partners with whom we already work together. Do you want to learn more? Then take a look at our integration options with Fashion Cloud.

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Of course, you can also contact us directly so that we can find out together which option might suit you. We look forward to hearing from you!

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