Neoco

I always used to think that buying clothes online had that discount-lead and almost ‘flog-it-on-Ebay’ feel to it. I would browse for fun (for hours) but before clicking to buy thoughts would always cross my mind in line with: I wonder if this is fake? What if I don’t like it? What is the hook?

However, this has changed and E-tailing has grown into a beautiful swan allowing us to by those desired goodies that you only could get when travelling before. We can also see a shift in how the big brands approach online: what used to make them nervous has turned into something that they heavily rely on whether it’s outlets or marketing and awareness, as well as engaging with customers and building loyalty.

Sarah Curran, Co-Founder and CEO for mywardobe.com, opened up to a small group of fashionistas (and myself) at SOHO Sanctum this week and shared her thoughts and experiences from working within this environment. She explained how passion and good PR has been the key ingredients in the success that she and her husband Anthony have seen so far. “I didn’t know all the answers when we started, it was simply learning by doing, which is sometimes the hardest but also the best way to do things.  E-tailing is a different animal from retailing so needs a different treatment.“

Mywardrobe.com has seen some rapid growth and will this upcoming autumn be able to offer over 200 fashion brands for women and men online.  The main KPI is conversion:

“You have to have that width and breath to be able to offer a unique and lasting browsing experience, which in turn requires a large stock. It is not enough to have three different models within the category ‘skirts’. Better browsing equals better conversion. Fact.”

Based upon this mywardrobe.com is investing in their stock, as well as new marketing initiatives and continuously developing the website. Innovation and web development is something that determines how they compete with other E-tailers. Social media is another field where they are focusing a lot of efforts. Sarah presses the fact that there is no hard sell within these channels; 77% of users come back every week and so the most important thing is to speak directly to these customers, making them feel welcome and allowing them to be inspired and browse the different content.

One last comment for those fashionistas reading and wondering what products sell best at the moment – Women are buying colourful statement pieces this year, and so allowing things to cost a little bit more if it makes us feel good and stand out. Sounds about right, do you agree? I’d also be curious to hear if you buy clothes online?

Tags  Conversion E-tailing fashion Loyalty Mulberry online social social CRM trends