Seamless Xtra’s Paula Hallentuch speaks with Laricea Ioana Roman-Halliday, Head of Marketing for Dorothy Perkins, Burton and Wallis brands at Boohoo Group in the UK.
Laricea is an author, board advisor and marketing specialist with expansive knowledge of growing global businesses. Her experience includes working with Microsoft, Google, Unilever, Huawei, Hyundai and many more.
In this interview, Laricea and Paula discuss key trends and strategies in marketing, highlighting the significant impact of AI as a dominant force over the past couple of years. They emphasised that AI, when used responsibly, can enhance marketers’ efficiency, particularly in creative content and personalisation, benefiting even smaller companies with limited budgets.
On the topic of livestream shopping, Laricea expressed skepticism about its potential growth in Europe compared to its popularity in China, noting that while there was initial excitement during the COVID-19 pandemic, interest has since waned. However, she still believes that livestream shopping remains a valuable marketing tool that should be leveraged more effectively.
Looking ahead to 2025, Laricea outlined an ideal marketing mix for fashion retailers, advocating for a diverse, balanced, and measurable approach. This includes a combination of paid search, affiliate marketing, email campaigns, social media for engagement, offline media, and connected TV. They pointed out the increasingly chaotic nature of the customer journey, stressing the importance of utilising multiple touchpoints across channels to capture and convert customer attention.
