LA PERLA GROUP – Increasing sales and customer loyalty Tools: Online PR, Affiliation, DEM, Cobranded Situation at the start A few years ago, the La Perla Group started an online shop for their products in addition to their corner shops, shops and specialized retail stores. The online shop (Glamonweb) is internationalized and creates further sales channels. In addition to the online shop (Glamonweb), there is also an online outlet store (Glamoutlet). Setting targets The first step for the German market was to increase sales in the online shops and to strengthen the positioning of the La Perla brand. The goal for the shop was to identify potential customers and bring existing customers closer to the brand. Approach The intenet is becoming an increasingly significant tool in the marketing of fashion products in Germany. 52.3% of internet users (19.15 million people) are interested in fashion. The online marketing strategy for La Perla in Germany was based on a market analysis. The marketing mix is made up of the combination of performance-oriented measures and branding measures. In addition, Glamoutlet worked with affiliate marketing and Glamonweb built online partnerships with elle.de, vogue.de and glamour.de.