Nobody asked. We're telling you anyway.
Straight talk on brand strategy, marketing, and the decisions most agencies are too polite to diagnose out loud.
Most fashion and apparel brands treat the website as the last step in the process, the place where a brand strategy that was decided somewhere else finally gets uploaded. That order of operations is exactly why so many independent labels have beautiful lookbooks and mediocre conversion rates. The site isn't a container for the brand. For a direct to consumer apparel business, the site is where the brand strategy either proves itself or falls apart in front of a paying custome
