ISEM Fashion Business School, the only business school specialized in fashion in Spain, in collaboration with the Faculty of Communication of the University of Navarra, has presented the report "Digital Impact of Footwear Brands 2019", an analysis of the online behavior and positioning of more than 50 footwear brands. The study seeks to respond to the numerous and ongoing challenges caused by digital in the footwear industry.

Among the conclusions of the report, it highlights the importance of increasing the volume of visits to the web, both through SEO and SEM strategies or referrals in magazines and online platforms, as well as through the improvement of content marketing: editorial content and product sheets. It also points out the newsletter as one of the most relevant sources of web traffic for the footwear sector.

In the analysis of social media strategies, the report emphasizes the integration of Instagram content in the brand's website with the aim of improving conversions. The strategy in this social network should reflect the personality of the firm and offer added value to users.

On the other hand, although Twitter is not a suitable platform for fashion communication, the report recommends its use as a customer service channel. Finally, the study of Facebook reveals that, although its use has decreased in the last two years, it continues to be an important network for audiences over 40 years old.

Digital Fashion Brands

The report "Digital Impact of Footwear Brands 2019" performs an analysis of the online behavior and positioning of the 54 footwear brands with the most web visits within a database with more than 150 firms. "This is a working tool for companies, a marketing intelligencetool," highlights Patricia SanMiguel, director of Digital Fashion Brandsthe observatory responsible for the study. Along with SanMiguel, Marta Torregrosa and Cristina Sánchez-Blanco, from the School of Communication at the University of Navarra, also participated in the preparation of the report.

Digital Fashion Brands (DFB) is an observatory of ISEM Fashion Business School focused on the analysis of the digital behavior of fashion brands. In order for the fashion industry to understand and take advantage of the full potential of the digital environment, the research conducted by DFB offers comparative data of the sector that shows positioning, best practices, strengths and weaknesses of the brands.