Mystery Shopping

Are The Brands Really Able To Omni-Market, As They Claim?

40 pages
Fashionbi team of investigators unveil to you the real deal behind the brands' social media product promotions and their actual availabilities on either the brands' online or offline stores. Very often we see the brands introducing a 'new product launch' which we really like and are lured to buy instantly. However, the actual story is far from what is projected. The brand either doesn't post a link next to the product announcement, or the link is wrong or not yet available to buy neither online not in the brand's physical store. This is a big error on the part of the brand and a huge opportunity lost. 

Today's customer is omni. He wants to be able to buy anything, anywhere, anytime with any convenient device/platform at his disposal. Today, social media is not only a fantasy land where a brand can just publish a nice graphic with complexly stylized text and expect the magic to happen. The mere product push won't increase the sales. Giving a customer an opportunity and ease to buy will. A fact very obvious yet very rarely implemented by the brands.

Through this study, Fashionbi team has worked hard to bring forward the rights and the wrongs behind this most important 'sales' aspect in the Fashion business. We have studied throughly five random brands from different segments, analyzed the co-relation between their social media 'claims' and compared the same with their potential of leading a customer to make a further action (buy). Our team went on the mystery shopping tour themselves, going brand-to-brand, to analyse the amount of coherency across the brands' diverse distribution channels - in terms of the available merchandise, colours, sizes, prices, shipping and returns etc. Furthermore, the online shop of the brands was analysed deeper to bring forth the gaps that are still existing in the loop.

So, who is able to convert their social media followers to the loyal customers? How? And, where is the scope to improve? Download the research today, and find it out yourself.


  1. Mass Market Brands
    1. OVS
    2. Tally Weijl
    3. Stradivarius
    4. United Colors of Benetton
    5. Motivi
    6. Summary for Mass Market Brands
  2. Bridge Brands
    1. Patrizia Pepe
    2. Pinko
    3. Twin-Set
    4. Liu Jo
    5. Luisa Spagnoli
    6. Summary for Bridge Brands
  3. Prêt-à-Porter Brands
    1. Marni
    2. Miu Miu
    3. Fendi
    4. Saint Laurent
    5. DSquared²
    6. Summary for Prêt-à-Porter Brands
  4. Fashion Footwear Brands
    1. Giuseppe Zanotti
    2. Jimmy Choo
    3. Casadei
    4. Sergio Rossi
    5. Pollini
    6. Summary for Fashion Footwear Brands
  5. Conclusion
40 pages
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