Living in the digital world, we are trying to take advantage of this era in all the ways that are possible.
It has opened up so many opportunities related to careers and making money fast. Creating a job that makes you earn 1 million a month. Living the dream. Passive income is something you are taking into consideration for such a long time. How about starting that blog or opening that store but not quite sure what is going to be about.
Are you up for a challenge?
The best time is now, don’t waste it.
Do you know your niche market?
Let me guess...
You clicked this article and I am sure the answer is fashion E-commerce.
Ecommerce itself started around 1991 to commercial products such as computers and everything related to technology at that time. Amazon Inc. was one of the first American e-commerce companies to sell products on the web. It took nearly a decade for retail companies to start thinking that costumers would like to buy fashion online.
Nowadays one of the most preferred activities people do online is shopping, but e-commerce is such a competitive online business. Shipping worldwide means you are targeting people from all over the world. You are one of the approximately 860.000 companies selling online. Potentially fashion shoppers are half the population of the globe. Why choosing your store? You have to offer something different, unique, at reliable prices.
The market is online, the store is online, what you sell is shown online. People are real and with the right marketing strategy, they will visit your store behind that computer screen. This is your moment to turn visitors into clients.
If you want to do it right, get inspired here from the top 3 fashion e-commerce stories and their journey to the top!
When Aso's founders, Nick Robertson and Quentin Griffiths first started in 2000, had the idea to copy trends and designs from celebrities and the clothes they were wearing on TV. They started with the campaign #asseenonscreen, the acronym for the name ASOS itself.
Fast forward to 2019 on the website are sold over 850 brands beside the Asos brand, shipping to 196 countries. Then they moved further with their fashion label of high quality.
ASOS is a brand of fashion e-commerce that has let costumers do the market strategy for them. Their Instagram account has nearly 10 million followers, most of them under 35-years-old. Asos has established itself as a visual brand company.
They have found useful styling advice from their fashionista costumers, by using different campaigns to invite customers sharing their styling ideas and creativity wearing Asos fashion. The idea is to celebrate individuality and uniqueness.
This marketing model is so interactive that the success of the campaigns can be measured in hours. The #asseenonme was such a hit, with people taking pictures and sharing them on their accounts all over the world. In the last months, Asos has sold £889.2 million worth of goods.
2. Net a porter - the luxury retailer
The founder and the executive chairman, Natalie Massanet, has stated that Net a porter is a hybrid between a store and a magazine that is delivered digitally. Massanet is named one of the world's most glamorous women by Vogue.
When the company first started they had 15 members of staff who were working from a small flat in Chelsea. It was so difficult for brands to believe that not having an actual store would still make people purchase things, having to pay money for it.
Fashion obsession is a thing and fashionistas are willing to spend a lot of money to buy their favorite brand. In the Net a porter site you can order something and it will come to you in an unbranded bag, this way you will not have to pass through the guilt trip of spending that much money for shopping.
Net-a-porter success doesn’t signal the end of the high street, because still shopping is a social experience and how you shop depends on what type of consumer you are. There are a lot who still prefer to buy traditionally but a website like Net a Porter is always there to keep up with all the online fashionistas and the latest luxury brands.
Net-a-porter service is fantastic and yet you feel like you have shopped in an amazing boutique. When it comes to e-commerce the idea is to keep up the store with people's preferences, with social media like Instagram influencing the preferences. The ideal shopping spree is to buy all the things you have liked or saved.
It is founded in 2003 by Michael Mente and Mike Karanikolas, with a specific business strategy, focusing to diversify style by collecting data of people's preferences.
The founders had no prior experience in fashion but only a background in science and business. They started with an analytical approach to survey the latest trends of what people were liking and buying.
The initial big idea behind Revolve was to build an e-commerce site that stocked as many fashionable brands as possible, but as time passed their found their niche market: millennial woman.
At Revolve they were collecting data of what people were liking, the trends, the colors, the design. Next, they were inviting designers to keep up with these looks.
When a product is selling quickly they have a system of notification for costumers that are subscribed to their address. Also, a tagging system who collects data of what people are liking to predict future styles and trends.
The idea is to target what customers want in an exact manner.
As a company, they have around 40 designers who do pieces for the 18 brands that Revolve have of their own, despite the other brands that are sold on their site.
Since 2009, the company has used hundreds of experts and fashion influencers in social media. To the millennial woman, they are selling not only the clothes but also the lifestyle. If you see big influencers going on vacation and having the time of their life, the idea is that they are sponsored and they are put to wear the company’s clothing.
It doesn’t stop here, of course, social media goes big with Facebook ads and Instagram ads.
When it comes to e-commerce, specifically in the fashion industry, the idea is to understand the customer and their needs. The most important thing is that people need an experience they can enjoy.