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How to Become an E-commerce ‘Style Icon’ in Fashion Retail

By: Zendor
19th May 2008

Online fashion retail is becoming ‘fashionable’ and more big name retailers are debuting with transactional websites. These newcomers follow in the footsteps of the bold that braved the sceptics of this predominantly cautious web market which cites the tangible nature of the product as a barrier to online sales. Apparel and footwear online sales have quadrupled in the past 5 years reaching £1.2m and expected to triple again by 2011 (Verdict on UK eRetail 2007) so Zendor GSI Commerce, the Manchester-based multi-channel retail expert who works with fashion brands such as Peacocks and Reiss, offers tips on developing a proposition to optimise your e-commerce potential:

• Optimise your product range for online. Simply replicating your retail product offer online won’t work. An average fashion e-commerce site should achieve a minimum Average Item Value of £12-£15; items under £5 (which are profitable in-store) will not have the same result online once fulfilment costs are considered. This does not mean those at the lower price end cannot go online, but will instead have to work their product range harder at achieving higher than standard Items Per Order to compensate. Look to maximise up-selling and cross-selling, in order to push outfits rather than single items.


• Provide product availability all year round. Peaks and troughs are experienced online just as on the high street but you cannot afford to have lulls in the number of products available between seasons. A retailer would not open an empty shop so why would an online retailer? This is a bad message in the online retail world where a website is seen as always open and in stock.


• Be creative to maximise product presentation. Don’t forget that customers in-store like to handle products so be inventive with photography and presentation. Using visual tools to clearly feature key product details, such as pattern and neck lines, a zoom facility for close-up images, or provide alternative views. Alongside a clear size guide, this will help to maximise purchase confidence and minimise returns which are higher than average in online fashion retailing.


• Do not get over-excited. Increasing broadband penetration and now the development of Web 2.0 offers many possibilities whether its flash-based applications or customer forums. But beware – many customers want their shopping experience to be simple and logical. Use new features and applications wisely to attract the savvy consumer and protect the less-savvy.


• However, do look at ways to add value to the brand experience. While the shopping experience should be kept clean and uncomplicated, encourage brand loyalty online by creating reasons for customers to return to the site; for example, an expert fashion blog or customers reviews to invite a personal touch and promote brand trust.


• Push security. Safe transactions remain a concern for many consumers so its important to not only make your website secure, but also to make sure your customers know this. Reassurance will help reduce abandoned basket rates at point of sale.


• ‘If you build it’ don’t just expect them to come. Promotion is key – point of sale, bags, receipts - take every advantage to promote your web address. Drive web traffic through online advertising; cost per click, banners, buttons and affiliate marketing are good but optimising your site for natural search engine traffic is crucial.


• Think ‘multi-channel’ not ‘multiple channels’. Integrate your new channel with your existing business structure so that customer experience is seamless. Multi-channel retail should mean shared data as well as shared marketing strategies, for example.


• The last mile is as important as the first in the customer journey. A greater expectation for flexibility in areas such as delivery and returns means your standard service should be accompanied by a next level service for optimum convenience i.e. next day, evenings, weekends etc