Fashion Union Appoints Greenlight to its Integrated Search Account

LONDON, September 15, 2011 -

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.”

About Fashion Union:

Fashion Union is an online fashion etailer specialising in stylish, trend lead, fast-fashion. Stocking key brands such as Forever Unique, Rare, Closet and TFNC, alongside their own influential label, Fashion Union offers consumers a fast fashion fix for clothing, shoes and accessories.

About Greenlight:

Greenlight is a leading independent search and social marketing agency, the largest of its kind in Europe and the fastest growing. With over 100 blue-chip clients including Santander, New Look, Thomas Cook, Sky and ghd. Greenlight is a leader in the search marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future of search.

Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research, speaking at trade events, and delivering a highly respected search training programme. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightsearch.com

Notes to Editors:
To arrange an interview or for further information please contact:
Krishna Rao
T: +44(20)3326-6232
E: krishna.rao@greenlightsearch.com

.