Online fashion etailer Fashion Union has appointed search and social marketing agency Greenlight to scale up its integrated search activity.

Fashion Union is focusing efforts on harnessing the online channel to derive greater revenues and efficiencies, steering away from its mail order business which accounts for 10% of sales and the majority of its costs. Additionally, it is expanding its target audience, another factor that has played into its online focus.

Fashion Union will increase the number of high profile brands in its portfolio. It will kick off with its footwear department, extending to dresses. Currently, its influential own-label range accounts for 80% of its portfolio.

Greenlight is the first agency Fashion Union has assigned to devise, develop and implement its search engine optimisation (SEO) strategy. The agency has been charged with raising the profile of the brand and increasing the visibility and credibility of Fashion Union’s domain name. Greenlight will do this through improving the site’s accessibility, link building, a variation of creative off-page initiatives and best practice recommendations.

Greenlight takes the paid media account over from Home James. It will create online advertising campaigns from the ground up, expanding into other paid media channels such as re-marketing and pre-targeting. Using its proprietary technology, Greenlight will also be able to scale Fashion Union’s paid media activity as it grows and takes on more brands and products.

Founded in 2001, Greenlight is headquartered in London and has offices in New York, with over 100 blue-chip clients including Santander, New Look, Thomas Cook, Sky and ghd.