Want to break out of pure-play ecommerce and set up a bricks & mortar retail store for your fashion brand? Then start with a pop-up.
A fashion luminary, Winser is someone to take notice of. Not only did she oversee £2 billion in womenswear production for Marks & Spencer annually, she also turned around both Pringle of Scotland and Aquascutum before starting her own brand.
Speaking at Fashion SVP, Winser disclosed the process of how she evolved her fashion brand out of ecommerce into High Street retail – she now has three stores on the outskirts of London in Gerrards Cross, Marlow and Amersham.
Why did she choose these locations? And how could she be sure they’d work? Talking at Fashion SVP, Winser spelled out how she did it.
- Firstly, she looked at the sales orders from her website. Crunching the data, various hotspots emerged from where many of her brand’s sales were coming from. Not surprisingly for upmarket thirty-something womenswear, many sales were clustered around the affluent ‘Volvo valleys’ just outside London.
- Once these sales hotspots were identified, Winser set up a retail pop-up as a test. In her own words “If I can make money in 6 weeks, I know I can make it work long term”.
- Once sales were proven in each pop-up, Winser set about finding the best retail location she could get in each of the respective towns.
It’s a clever strategy. It takes the risk away from relying solely on intuition and town demographics, and puts the decision-making process squarely around hard sales and cold facts. In this way, a pop-up is merely an important step in the process, but not an end in itself.
Staying on the topic of the clever use of fashion data, i.LEVEL offers a single-view dashboard that lets our fashion brand clients see at a glance how their business is performing.
Not only does it allow a brand to see its real-time trading performance across many areas, it lets it adjust stock and merchandising immediately. This increases performance and profit. We like to think of it as smart, back-end merchandising.
if you are a new fashion brand looking to install a new clothing stock inventory system or fashion concessions solution, then please contact our sales department to find out more on 01234 761 757 or email .
Alternatively, come and meet us at February’s Pure London AW18/19. We’d be delighted to meet up #coffee