British brands not maximising online possibilities

Some of Britain's best-known designers, including House of Holland, Luella, Vivienne Westwood and Burberry, are missing key domain names from online portfolio. Research conducted by global domain name marketplace, Sedo, has shown

that some of the UK's best loved fashion names have failed to secure ownership of their relevant web addresses, losing sight of their online reputation.

The research, which assessed the domain name portfolios of ten of Britain's leading fashion brands exhibiting at the show, found that 42 per cent of the major extensions were not owned by the relevant companies surveyed.

While certain British brands have been slow off the mark to acquire the right domains, other fashion houses from around the globe are not only looking to own web addresses relevant to their brand, but also secure those that feature relevant keywords to their industry.

Nora Nanayakkara, Director of Business Development of global domain name marketplace, Sedo comments, "As the country's attention turns to the fashion industry, it makes sense for businesses involved in London Fashion Week to ensure they own the right domain names that will drive targeted, highly relevant traffic to their online presence. For an industry with a high percentage of young and digitally savvy consumers, domain names are more than just a tool to anchor a company's digital presence on the web. They offer businesses an opportunity to grow their digital presence and expand the revenues they make in the digital arena."

Nanayakkara continued, "Keyword domain names, such as underwear.com, offer brands additional benefits; not only do they help save money on search engine marketing by improving positions in search rankings, but they also help to position the brand as an authority and leader on a particular industry."

Source: Retail Bulletin
Image: Online fashion