Thursday November 12, 2009 / Categories: Websites
The Online Fashion Agency is now live.
There will be plenty of online fashion industry and consumer news updated regularly in the coming weeks, meaning this blog will change focus somewhat.
Do send your comments for improvement to talk.to[@]theonlinefashionagency.com.
Sunday November 01, 2009 / Categories: Drapers, Events
The Drapers/WGSN Fashion Summit takes place this month, and I’ll be on the panel for the ‘power of the style press’ discussion with Courtney Blackman, Rebekah Roy, Colin McDowell and Ali Hall.
Drapers’s online editor Keely Stocker will be guest chairing a social networking session.
My-Wardrobe.com founder Sarah Curran, Fat Face Director Kristine Kirby, Coggles owner Mark Bage and ASOS CEO Nick Robertson will be giving invaluable advice on getting online right.
Also speaking at the summit the from online world will be Stephanie Phair from theOutnet.com, Google’s Peter Fitzgerald, Steve Robinson of M&M Direct, Vente-Privee’s Bunty Stocks and Andrew Robb of Cocosa.
See here for more information
/ Categories: Drapers
Read my Drapers blog ‘How much content do you need to sell clothes online?’
Tuesday October 20, 2009 / Categories: Websites, E-Commerce
Last week I was invited to Paris to see the Vente-Privee.com operation and meet the founders of the business which turned over €510 last year.
With plans for expansion in the UK the company faces a challenge to gain share in a mature market, often seen as Europe’s most demanding in terms of product and service.
Vente Privee works by calling in stock from brands that have been sold in one of its online sales, and once it’s in the Vente Privee warehouse it is shipped to the customer. Anything that isn’t sold stays with the brand.
The millions of users on its database has certainly given Vente Privee clout with brands, who have everything to gain by hosting a sale.
Research suggests 4 in 10 shoppers on Vente Privee go on to visit the brand in a bricks and mortar environment.
Not only is it an opportunity to clear stock (and attract people to store), for larger sales Vente Privee reports back to the brand with customer intelligence data.
Me with Vente Privee CEO Jacques-Antoine Granjon
Multimedia is high on the agenda too. With each sale comes a photo shoot and recording session – an in house team puts it all together to create a video to entice customers to visit a sale, a process CEO Jacques-Antoine Granjon described to me as “giving life to the product”.
I think Vente Privee is going to be giving life to many a wardrobe across the UK very soon.
Wednesday October 14, 2009 / Categories: New Media
By Emma Gamble
As an Executive Search Consultant specialising in fashion e-commerce I have the challenge of finding the best people for my clients. Things that can switch a headhunter on and off in that first call.
1. Know your figures, if you are managing a budget, whether it be marketing specific or a full P&L, a lack of financial acumen is a big turn off to Headhunters and employers- every client is watching their costs and it’s all about the ROI!
2. Don’t just talk about your responsibilities- talk about your achievements. What did you do to drive fashion sales this summer for your business?
3. Be clear on your professional goals and objectives. Good headhunters want to find the right thing for you as well as the right thing for their clients.
4. Be realistic with your salary expectations- headhunters know what is realistic in the market. You should be given a financial incentive to make a move, but your reasons to move company should not be all financial ones- Headhunters can sense this and we steer clear.
By Emma Gamble, Director at Gamble & Yeates
Tuesday October 13, 2009 / Categories: E-Commerce
By Claire Muir of Amethyst Group
For any etailer, the selection of the most appropriate carrier is a crucial component of setting up a sound e-commerce service and most companies are not in a position to offer free next day delivery for all orders.
Each carrier has strengths and weakness within their network and operations.
The etailer should identify their requirements by considering factors such price, reliability, speed, tracking and POD options, as well as reporting capability.
The importance of each factor varies according to the brand, price point and consumer’s expectations.
Often the best overall service is obtained by blending the strengths of more than one network in any given set of requirements.
The basic options should include a good standard service and a high performing next day service both for UK and international despatches.
Carrier management systems can be effective to ensure each individual parcel is placed on the cheapest service for any postcode, the danger can be splitting your volumes across too many different services and losing price benefits which can be negotiated with higher volumes.
Regular carrier reviews to discuss performance and plan for the future are an important management tool. These should be supported by customer feedback as well as the carrier’s performance data.
By Claire Muir of Amethyst Group
Amethyst Group operates shared user distribution centres providing warehousing, distribution and internet fulfilment to the fashion and beauty industries.
/ Categories: Branding, E-Commerce
Supermarket giant Tesco are taking advantage of the growing online retail market and have just launched a new clothing website in an attempt to increase their profits yet again.
Their website actually looks pretty decent – there’s a good mix of Tesco own labels including the up-and-coming Florence & Fred Couture, and they have also managed to sign up some strong brands like Mischa Barton, Licorish and Storm.
Tesco doesn’t hold back from bragging about he fact that it’s also recently managed to bag the prestigious title of London Fashion Week’s official sponsor.
But will the fashionistas really abandon their beloved Topshop and ASOS to go surfing at Tesco instead? The retail analysts say yes – apparently ASOS is set to lose out big-time as Tesco takes over.
I have to say I’m sceptical – yes I know that fashion fans are a fickle bunch, but those who worship at the altar of the usuals are unlikely to kick off their shoe-boots and go running for their supermarkets instead.
However, that said, I don’t doubt that a fair few will still be logging on to check for bargains – remember the sell-out Chloe style dress a few years back that had us all tearing round our local Tesco in a frenzy? It’s good to know that if that ever happens again at least we can buy it at our desks.
Swapping Topshop for Tesco? by Nicola Paul
Sunday October 11, 2009 / Categories: E-Commerce, Interviews
Peter Ruis, Director of Buying for Fashion at John Lewis has played a major role in the development of the recently revamped online offering. Here we find out more about the strategy and plans for online retail.
What is it about the John Lewis online environment that makes it appealing to the brands you have on board?
John Lewis’s revamped fashion site is all about choice, inspiration and brands – with a focus on bringing the quality in-store John Lewis experience to the website.
This unique shopping experience is appealing for brands and they have been attracted to the concept which is proving successful. As an example Hobbs is now taking twice as much online as it is in our next biggest shop (Oxford Street).
We have also created specific brand environments or ‘brand boutiques’ for the likes of Mulberry, Ralph Lauren and Orla Kiely, to name a few, which feature their own imagery, ranges and general brand feeling.
Would you consider brands that are a good fit for one retail channel only, or must they have cross appeal to your department store and online customer?
John Lewis is a multichannel retailer – and that will continue to be our focus.
However, the online channel provides more opportunities to enhance the volume and variety for customers such as offering a broader range of sizes or more (and newer) brands.
With online, there aren’t the same space constraints as one would naturally find in-store. However, the different channels won’t be hugely different in terms of brands.
The revamp has seen a emphasis on style focused content, is this something you’ll involve brands with more?
We are excited to bring added value to our customers by offering seasonal trend advice and commentary from our Edition magazine editor (and former editor of Marie Claire) Marie O’Riordan.
In addition, at John Lewis we have strong relationships with brands and can give our customers the inside line on the season’s hottest fashions.
We have a special team dedicated to liaising with brands to create and improve online content.
Tesco is soon to join Asda in retailing clothes online. Do you see a time when John Lewis would use the Waitrose brand to retail fashion online?
We are exploring better ways for our customers to shop with John Lewis and throughout the wider Partnership (including Waitrose).
For example, we are currently trialling a ‘Click-and-Collect’ service which enables customers to purchase online and pick-up at two Waitrose shops. Customers can already purchase online and collect from any John Lewis branch.
Visit the John Lewis website
Friday October 02, 2009 / Categories: Branding, PR
By Antony Hawman
Week 2 at My-Wardrobe.com and the general feeling is – LOVE IT!
It’s so great to be part of the new marketing initiative and for my role in particular, it’s open to so many avenues that there is never a dull moment.
It’s been so exciting searching out brands that fit the My-Wardrobe.com ethos and creating exciting projects for them to partner with us on.
Currently I’m busy getting around to meeting press and brands to work out their objectives to see what synergy we have together, using many of our vehicles – the shopping site itself, MY-TV, Style Feed, Blog and the amazing Style Guide.
It was great timing with London Fashion Week, as I got to see so many faces and tell them about the new job at My Wardrobe. Killed so many birds with one stone.
So watch out everyone – a partner proposal will be winging its way to you very soon.
By Antony Hawman, Brand Partnerships Manager, My Wardrobe
