Introduction
Established in 2010, Love Bonito is one of Singapore’s most successful online fashion retailer targeting Singaporean women aged 18-35. This report focuses on how Love Bonito can improve on their e-commerce strategy by looking at the best practices of other local and international fashion brands such as ASOS, Zalora, Tinsel Rack and etc.
Website Features
UX design
The website is easy to use, allowing consumers to sort the clothing by categories, price, sizes and stock availability. Love Bonito can consider adding in filter functions based on colour and price range like ASOS, to make it easier for consumers to navigate through the site and search for the items that they’re looking for.
The biggest trigger
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To counter this, Love Bonito could assign staff to regularly look through and attend to the reviews section. Whenever a negative review appears, the staff can then help to resolve the problem at hand, which would increase the credibility of the brand and solve potential issues that might deter customers from returning.
Product Recommendations
Love Bonito should also have a product recommendation section to upsell other items which increases sales. This is also in consideration that her local and international competitors have already adopted it and Love Bonito shouldn’t be lagging behind.
ASOS promotes other items the customer could buy to match the clothes that they had purchased through the ‘Shop the Look’ section. It is useful as the shopper can already see the items fit well on the model and do not have to worry about mismatching her outfits. Also, she can easily add all the relevant items to cart without having to surf to the various product
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This generates brand awareness as their friends on social media would see the photo and may subsequently want to buy that outfit as well. Featuring social media influencers wearing Love Bonito’s outfits can also achieve the same effect. By posting photos of influencers or customers on Love Bonito’s Instagram, it not only serve as a positive user-generated review for potential customers but also creates a sense of friendliness within the brand.
Social Publishing
Through their section ‘Forefront’ and their YouTube channel, Love Bonito publishes content that their target audience might find useful or interesting such as make-up tutorials, fitness videos and fashion features. At the end of each editorial, they have a function linking shoppers to products that were featured or they might be interested in based on the feature they were reading.
Locally, Love Bonito differentiates herself by having this added engagement with their customers in comparison with other e-commerce. Majority of the fashion e-startups do not have this feature. While others like Dressabelle and Tinsel Rack do have it, it wasn’t as comprehensive as compared to Love Bonito’s. Both sites only have text-based posts whereas Love Bonito does features on YouTube too. Also, both sites seemed to be just starting out with this feature, with very little posts
In a second attempt to further expand the company horizons, an e-commerce site was created. This site is interesting because its main focus is not the clothing but the “lifestyle”. Upon entering the Abercrombie and Fitch website, the first thing the consumer sees is a half naked man, sprawled on the ground, eating a plate full of fruit. It is just to be inferred that he is wearing Abercrombie and Fitch clothing. This just shows how the image of Abercrombie is much more important than the clothing itself. The site itself is bright and summery. The attitude is carefree, active and sexy. Maneuvering ones way around this website is relatively easy. The links include Lifestyle, A&F TV, A&F Quarterly (the magazine/catalogue), Company, and Shop A&F. Other links include, music, movies, downloads, postcards, photos, and “hot” sites. The website seems to be almost completely focused on drawing the consumer into the lifestyle of Abercrombie and Fitch. The information the company gives is very limited. For example, throughout the entire website, there is not one mention of a company mission statement, yet there is a plethora of information about the company’s financial standings.
Each article of clothing would be fashioned from a list of options to include preset patterns, styles, button and shoe colors etc. The customer would feel as if they were creating a one of a kind design personalized to their taste. Stylish designs could even be posted on the company’s website along with the creator’s name to promote this individualization of the tradition. Mass customization has its benefits in consumer markets. According to (Pollard, Chuo, & Lee, 2013, pg. 102) “Mass customization means that manufactures are able to customize products on large scale and at high speed, as well as lower cost.” Key to the success of this venture is maximizing the number of stock components across all forms of the clothing line. Offering 20 different clothing patterns, 3 fur lining colors and up to 10 different accessories of which you pick 3, say shoes, belt and scarf allows for the possibility of approximately 14,500 different combinations or "20×(" ■(3@1)")×(" ■("10" @"3" )")"
While there are services similar to ours – such as try.com – when a customer shops online they are not choosing between services that allow them to try clothes on online. Our service is valued in the context of their total shopping experience, not as the end-all, or in other words the appeal of our product to them is not simply that they can try on clothes when shopping online, but that in trying on clothes when shopping online they can be more sure of as to whether or not the clothes will look or feel right, enhancing their total shopping experience. Therefore, in evaluating our impact on customers, our competitors will be viewed as other ecommerce websites (against us as the totality of TJX’s ecommerce and in particular how we enhance the value of
They use positive reinforcement informing the world that they are the best. For example, finest merchandise, most beautiful stores, best trained and high standards. Neiman Marcus owns forty-two stores, two Bergdorf Goodman stores, operates thirty-one Last Call clearance centers and their online websites. Much like Macy’s Neiman Marcus uses the Omnichannel personalization provided by RichRelevance to obtain consistency “across all channels, brands and devices”. (Podeszwa, 2015) Neiman Marcus is also using big data and Analytics through the use of Cloudera’s modern platform for data management, built on the Apache Hadoop open source tools for building big data applications. This platform is used to connect the multiple channels to collect massive amounts of data. This data is used to setup a more personalized experience for the consumer while shopping. For example the consumer can research and compare products with any device at any time; recommendations can be provided to the consumers while helping online sales, reviews can be shared on social media which are streamed in real time providing an insight to consumer’s behavior & preferences with the assistance of Hadoop. Neiman Marcus can also analyze clickstream to gain insights from ads, searches, emails and even web logs to engage the consumer. All this data is generated about individuals allowing the focus
Companies are often used by bloggers and fans keen on fitness to spread through the major social media on the Internet. This is not only to disseminate corporate culture, but more importantly to spread fitness culture. Lululemon has now established a large number of social media fans and an online fitness community with multiple brand ambassadors, which allows customers to be more loyal to brands. The company also uses bars and restaurants to communicate their brand information to consumers, promote across industries, accumulate consumers, and encourage customers to become an extension of their marketing department. Encourage customers to shoot healthy food and drinks and post it on the web for more people to see. In this way, more people will understand this brand and help the company build a large consumer group.
The company can improve its channel strategy to enhance its current performance in one way. The company’s website is too reliant in the physical stores. The website has photos of the physical store ostensibly to help customers to connect with it. This idea seems well founded. However, the target market for any company that operates an online shopping system is not local. It transcends geographical boundaries. The company needs to consider how it can make the online shopping experience authentic and complete for customers who may never visit any of its physical stores. A website makes a company a global player. In this regard, the company needs to expand its channel strategy to take into account an expanded potential market. This shift in strategy will increase the sales the company makes.
With all the problems persisting with Sephora’s digital marketing strategy, it’s becoming a time-pressing issue for Sephora to do something substantial and to do that really quickly. Hence, I am proposing to have an app named ‘BEAUTYMe’, that is fully customized for the individual customers and act as a virtual store, on the contrary to the existing apps, those act like mere online catalogues. The step-by-step app experience can be explained as below with the example of the following flow diagram.
Our product catalog focuses on housewares products that appeal to trend-minded US and Canadian consumers. Product pricing is geared toward budget-conscious consumers seeking a current look for their homes, without paying upscale prices.
To Broaden Product’s Appeal. Will selectively seek opportunities to expand the appeal of lululemon brand to improve store productivity and expand our market. To enhance product appeal, intend to: Expand Product Categories. To continue to expand product offerings in complementary existing and new categories such as swim, tennis and golf; Increase the Range of Athletic Activities Products Target. Lululemon’s guests purchase products mainly for activities such as yoga, running and general fitness. Will continue to expand product categories and educate guests on the versatility of products offering. Grow Men's Business Line. The premium quality and technical rigor of products will continue to appeal to men and that there is an opportunity to expand men's business as a proportion of our total sales.
... to improve customer service, retain current customers and attract new ones. Web 2.0 technologies will enhance the role that customers play and the influence that they have over Natural Beauty’s business strategy and products. Natural Beauty can make use of crowd sourcing to improve their customer relationships. Customers as well as partners in the supply chain can use websites similar to digg.com to vote on current products as well as share ideas for future ones. This way Natural Beauty can keep track of which products are in demand and adjust their production accordingly as well as launch new products.
The idea of curated content as a way of drawing the attention to a brand’s website first hit the digital world approximately ten years ago.*
Online presence has become a virtual maitre’d for restaurants, as it welcomes guest before they step foot into the restaurant. Developments in the social marketing industry help restaurants gain a “fan” or “follower” base, by reaching out to tech-savvy customers who rely on social media to make dining choices. Having this online presence is easy, but what is important are the techniques and information used to advertise and promote the establishment. Jordan Melnick explains, “gaining access to consumers as they go about their daily lives is a marketing holy g...
Clothing & Footwear: With the heavy shift in the reliance of consumers towards e-retailers there is a seeming margin of people looking out for catchy deals and discounts online but majority end up buying from the store because of the unavailability of a texture feel and colour credibility online. Out of all the people interviewed 52% people said to research the clothing and footwear products online while 40% of the total buy online. This behaviour clearly states that the buyer even after full catalogue availability online still wants to research online for any new fashion trends. Of the 52% researching online 31% use PC, 12% use mobile and 9% use tablet as the medium of their research. A similar scenario is followed by the ones those buy online as 24% use PC, 9% use mobile and 7% use tablet as the medium for buying.
“To become a top performing international retailer”, Mr. Price strives to add value to their customers and worth to their partners’ lives. Since the opening of the first Mr. Price store in 1987, the company has pulled out all the stops to make it as successful as it is today. It offers on trend clothing, footwear and accessories at competitive prices. Mr. Price’s apparel is pitched to 16-24 year olds who want to ‘keep abreast of the latest international trends at exceptional prices”; it is no surprise that they have many competitors like Jay Jays and Cotton On.