Fashion Union appoints Greenlight to its integrated search account


Fashion Union has appointed leading search and social marketing agency, Greenlight, to scale up its integrated search activity as it sets its sights on becoming the UK's leading fashion e-tailer.

Fashion Union is focusing efforts on harnessing the online channel to derive greater revenues and efficiencies, steering away from its mail order business which accounts for 10% of sales and the majority of its costs. Additionally, it is expanding its target audience, another factor that has played into its online focus.

As it gears up to becoming a major contender and prominent player in the 'fast fashion' online retail arena, Fashion Union will increase the number of high profile brands in its portfolio. It will kick off with its footwear department, extending to dresses. Currently, its influential own-label range accounts for 80% of its portfolio.

Greenlight is the first agency Fashion Union has assigned to devise, develop and implement its search engine optimization (SEO) strategy. The agency has been charged with raising the profile of the brand and increasing the visibility and credibility of Fashion Union's domain name. Greenlight will do this through improving the site's accessibility, link building, a variation of creative off-page initiatives and best practice recommendations.

For paid media, Greenlight will create online advertising campaigns from the ground up, expanding into other paid media channels such as re-marketing and pre-targeting. Using its proprietary technology, Greenlight will also be able to scale Fashion Union's paid media activity as it grows and takes on more brands and products.

Greenlight takes the paid media account over from Home James.

Steve Webster, Head of eCommerce at Fashion Union comments:

"We wanted a single partner agency that could get us started on SEO, scale our paid media activity as we progress and attain optimum results within rigid timeframes. The team at Greenlight stood out from crowd, demonstrating both strategic skill and expertise in the search marketing field. We're excited about our partnership and have absolute certainty in Greenlight's ability to deliver on the objectives set as Fashion Union makes its way to becoming the UK's leading fashion e-tailer."

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