Women's Wear Daily

Adthena: River Island’s Secret to Search Engine Wins

Black Friday and Cyber Monday means potential customers are essentially one search query away from keeping your brand at the center of their hearts and the top of their shopping carts. Undoubtedly, the competition for paid search visibility is fierce, often with competitor brands striving for a standout in this “universe of search” compiling thousands of terms. There is no end-all key for winning search, but instead, brands and retailers must focus on “winning the little battlegrounds,” said Ashley Fletcher, vice president of marketing at Adthena, a competitive search intelligence technology. Recently recognized in Seattle’s Search Engine Land Awards, Adthena analyzes more than 40 million ads across the U.S. and U.K. from 260,000-plus advertisers within Google Shopping Insights. Their roster includes clients such as River Island, Target and Burberry. With total search ad spending expected to reach $70.66 billion in 2020, up from $33.09 billion in 2016, according to eMarketer’s September 2018 report titled Net U.S. Search Ad Revenues — retailers are increasingly seeking data-driven search strategies to stand out from the pack. During holiday peaks, the payoff for beating competitors with targeted search is notable, an example being River Island who received a “220 percent increase in shoppers” and “82 percent sales increase

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ReMode Adds Interactive Experiences to Inaugural Event

ReMode has lined up several interactive and immersive experiences to engage attendees during its inaugural event set for Nov. 13 and 14 at the Los Angeles Convention Center in Downtown Los Angeles. The show, which organizers describe as an event for “disruptive and sustainable fashion,” is offering “unique spaces where attendees can gather, create, shop and explore the future role of fashion.” ReMode founders said attendees “will be able to gather in these spaces to share ideas, reflect and consider their vision of the future of fashion, while also having fun. Our holistic conference programming includes not just workshops, keynotes and panel sessions, but also art, creative spaces, concept shops and areas that showcase the latest innovations in materials and technology.” The interactive and experiential programs at ReMode will include “X-Ray Fashion,” which is a “multisensory, virtual-reality experience” where participants are “face-to-face with the environmental and human impacts of the fashion industry.” The aim is to explore “all stages of apparel production, manufacturing and consumption.” Francesco Carrozzini is serving as the director of this “immersive cinematic experience,” which organizers said is designed to motivate “a carbon-neutral, eco-friendly and socially responsible approach to fashion.” Pierre-Nicolas Hurstel  Courtesy image. There will also be a Le Souk Sustainable Innovation Pavilion, showcasing trends in

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