Emmy London

Emmy London is a luxury footwear and accessories brand founded by Emmy Scarterfield, a former fashion designer at Marks & Spencer, and her husband.

Known for their bespoke bridal shoes and clients such as the Princess of Wales and Pippa Middleton, Emmy London has expanded its offerings to include occasion shoes, bags, and even branching out into smaller leather items like dog collars.

With a boutique in Fulham, London and a global eCommerce platform, the brand caters to clients in the UK, US, Germany, and beyond.

In recent years, Emmy London has faced several challenges:

• Shifts in market demand: The pandemic caused a downturn in the bridal market, pushing weddings back and reducing demand for high-end bridal shoes and bags.
• Competitor landscape: Increased competition in both the bridal and occasionwear markets made it essential for Emmy London to differentiate itself.
• eCommerce complexities: Technical issues, including problems with their Google Shopping feed, created barriers to growth in key markets.

We act as a strategic marketing consultancy partner, offering tailored solutions and immediate troubleshooting to address Emmy London’s unique challenges:

1. Technical SEO troubleshooting
   • Available as technical website supporting partners for Emmy London., resolving critical issues including with the brand’s Google Shopping feed in Germany, enabling smoother operations and increased sales in a growing market.
   • Supported a major website migration, working closely with the development team to ensure minimal disruption and optimal performance.
2. Strategic market expansion
   • Conducted a competitor audit to identify opportunities in adjacent markets, such as “Mother of the Bride” and occasionwear.
   • Recommended creating targeted pages to capture these audiences and increase organic visibility.
3. Innovative product testing
   • Emmy London participated in a trial of Footprint Digital’s new eCommerce teardown product, receiving an in-depth analysis of their website’s strengths and weaknesses. Our feedback was used to map out actionable recommendations for the coming months.
4. Customer loyalty focus
   • Provided strategic recommendations to enhance their loyalty programme, aiming to drive repeat purchases and customer retention.
5. Proactive recommendations
   • Developed a new SEO strategy to align with the brand’s goals of increasing visibility in the occasionwear market and expanding internationally.

Our collaborative approach and strategic insights have helped Emmy London navigate market challenges, expand into new segments, and build a stronger foundation for future eCommerce growth. This partnership highlights the power of targeted consultancy in driving results for luxury brands.