FIGARODIGITAL.CO.UK
Keegan and Ariana Grande, has secured its spot as a leader in the high-street fashion industry.
Fortune
Fashion and
When leading UK fashion retailer Lipsy wanted to improve their organic visibility, one thing was certain; the result had to come from within – with a little help from Red Hot Penny.
The Challenge
With Lipsy’s already huge and loyal customer base growing year on year, Lipsy turned its attention to its SEO strategy, and predominantly organic visibility. After peaking in November 2014 at third position on a Google gradual but slowly increasing drop in search visibility, until suddenly, in April 2015, it plummeted to 39th for the same term. It was clear that something in the SEO strategy was going wrong, and that it was time for a change. To stay ahead of the curve, it was time for the brand to take ownership of its SEO process. Lipsy’s long-term partner
L
ondon-based fashion brand Lipsy has been bringing trends from the catwalk to the high street
since its inception in 1988. Originally trading as a wholesale fashion brand, it was soon acquiring concessions in major department stores where the diverse fashion range won over the hearts of stylish shoppers. Today Lipsy has over 30 UK stores. The website,
Lipsy.co.uk, was launched in 2006 and since then has enjoyed its spot as one of the premiere online fashion retailers in the country, leading to its acquisition by retail giant Next in 2008. Its collaborations with various celebrities such as the Kardashians, Michelle
Red Hot Penny, which has managed SEO for the brand previously, was welcomed on board, and together they set about creating a SEO strategy that was deeply synonymous with Lipsy’s brand culture and integrated into its wider marketing strategy. With a combination of in-house brand expertise and Red Hot Penny’s expert SEO background, the team set about of Lipsy’s website.
The Plan 795%
increase in revenue for promo dresses
56 issue 29 winter 2016
Franco De Bonis, head of digital solutions at Red Hot Penny, speaking at Figaro Digital’s Digital Marketing
them. We had business discussions, not just SEO discussions.
We camped out there, we talked to
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