The Dutch fashion brand NIKKIE, known for Nikkie Plessen’s collections, has quickly developed into an international fashion powerhouse. With the growth of labels such as NIKKIE, NIK&NIK and FIFTH HOUSE, the need for a scalable and future-proof digital ecosystem arose. Together with our specialized partners in e-commerce and order management, we guided NIKKIE’s digital transformation. From webshops and omnichannel strategy to advertising and marketing automation.

The issue

How do you ensure that a fashion brand with international ambitions is not only highly visible online, but also operates operationally future-proof? The challenges lay in multiple areas:

• Multi-brand and multi-country integration.
• Link with order management: for smooth logistics and inventory management.
• Minimal Viable Product roadmap: live quickly, but flexibly expandable.
• Omnichannel transition: from traditional retail to an integrated brand experience in-store and online.

Our role

OMA took a strategic and executive role: we designed the digital roadmap, guided the implementation and ensured that all channels such as e-commerce, advertising, email and omnichannel reinforced each other.

The solution

1. E-commerce platform
   • Coordination of new webshops for NIKKIE, NIK&NIK and FIFTH HOUSE on the leading Shopware platform.
   • Integration of branding and UX design for a premium brand experience.
   • Full interfacing with order management systems.
2. Omnichannel transition
   • Implementation of a combinationof online and physical retail through order picking and return handling in the brand stores.
   • Consumers had free pickup, faster returns and access to a larger assortment.
3. Marketing automation
   • Set up an email marketing program focused on customer segmentation: new customers, active customers, inactive customers and reactivation of lost customers.
   • Fully automated campaigns with ROI in mind.
4. Online advertising
   • Smart use of stock & trend advertising, remarketing and branding campaigns.
   • Result: doubling of online sales within a short time.

Components and services realized

• Digital strategy & IT roadmap
• E-commerce development (Shopware)
• Omnichannel implementation (brand stores + online)
• Email marketing & automation
• Online advertising & performance campaigns
• Creative concepts and media buying

The result

The digital transformation enabled NIKKIE to operate as a fully-fledged omnichannel brand. The new web shops are scalable and internationally deployable, the omnichannel approach resulted in higher conversion and customer satisfaction, and the use of advertising and automation led to a doubling of online sales.

NIKKIE is now more strongly positioned as a modern fashion brand with a digital infrastructure ready for further international growth. Do you also want to strengthen your brand with a future-proof omnichannel strategy? Feel free to contact us at contact@oma.amsterdam or call +3120 233 9175