Fashion For Home: Building the brand online in the UK

A case study from Will Andrews, Digital Marketing Specialist

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Initial situation

Fashion For Home was one of the first online-only retailers for designer furniture. The Berlin start-up offered its customers high-quality products at low prices. However, there were no showrooms where prospective customers could check whether the furniture they had selected suited them. Another problem was the sometimes long delivery times.

Task

The first task was to optimize the product photos and product descriptions in the web store so that customers were informed as precisely as possible about the selected goods – on the one hand to further increase customer satisfaction, but also to reduce the number of order cancellations and returns. To show the media how fundamental this revision was and how great the result was, they received the web store as a print catalog – which was very well received. The whole thing was rounded off with an online PR and advertising campaign – including on Twitter and Facebook.

Implementation/Results

Fashion For Home became one of the largest furniture retailers in Germany in 2014 with a turnover of 18.7 million euros. In the UK, the company was featured in the most important trade and special interest media as well as major newspapers. The company was acquired by Home24 in 2015.