Dune London - Brand Communications Guidelines

DIGITAL MARKETING • ECOMMERCE

Ecommerce Ecommerce creates an opportunity to increase sales but also to immerse customers in engaging and beautiful brand content. Informed by regular analysis, effective use of content on ecomm sites is proven to significantly increase conversion rates. This section of the manual provides the brand guidelines for content on ecommerce sites that sell Dune London product, including owned and 3 rd party platforms. 1. Owned Skinned sites – Websites which are owned and operated by the Franchisee, that only sell Dune London product. The domain is owned and named by The Dune Group. E.g. dunelondon.ph 2. Owned Multi-brand sites – Websites which are owned and operated by the Franchisee, that sell Dune London products plus various other brands. The domain is owned and named by the Franchisee. E.g. 6thstreet.com 3. 3 rd Party sites – Websites which are owned and operated by business partners of the Franchisee, that sell Dune London products plus various other brands. The domain is owned and named by the 3ry party retailer. E.g. Wholesale, Marketplace or SIS department stores. It is the Franchise partners responsibility to: • Owned Skinned sites must adhere to The Dune Group MVP and Website Style Guide • Manage content on the website in line with these guidelines • Agree the frequency of content updates with Dune Marketing (at least seasonally) • Perform regular analytics reviews to optimise engagement and conversion • Drive traffic to the site using organic and paid marketing tactics • Submit an Ecomm content calendar to Dune Marketing at least 3 months in advance • Brand positioning must be protected always, including on multi -brand and 3P sites The Dune Group currently supports three ecommerce distribution models:

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