Sportswear brand Asics, British designer brand Jaeger and
accessories retailer Claire’s may not, on the face of it, appear
to have much in common. But all three have recently confirmed
significant plans to extend their reach beyond their home
markets.
Asics has announced plans to take its ecommerce offering
worldwide. To help it do so, Asics has appointed a consortium of
agencies, including ecommerce software provider Neoworks,
software provide Hybris and full-service marketing and technology
company Amaze. The project will see the agencies work in
partnership with Asics’s global headquarters in Japan and closely
with each of the company’s key markets in order to roll out a
robust global offering.
Jaeger is also revamping its ecommerce and mcommerce channels,
and has done so in time to capitalise on the crucial festive
season. The British retailer overhauled its online presence in
the US, EU and UK markets in order to improve the customer
experience and act as a springboard for further international
expansion. It has signed a five-year contract with eCommera to
use its ecommerce trading platform, mobile app and browser, and
specialist retail practice consultancy.
Whereas Jaeger is replacing its existing offering with new
ecommerce sites, fashion jewellery and accessories retailer
Claire’s is just beginning its international ecommerce journey.
As part of its wider overseas growth programme, which saw it open
its first stores in Italy and in Luxembourg this month, Claire’s
will unveils its first European ecommerce websites in the first
half of 2013. The brand’s social media strategy will follow,
offering exclusive content and news of new ranges, events and
collaborations.
In December, Claire’s opened a store in Shanghai, China,
extending its global reach to 39 countries.
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