In 2021, the fashion independent station is still in full swing: in June, Shein's daily revenue exceeded 70 million US dollars; in November, Alibaba also began to operate its own independent station AllyLikes; according to public information, the cross-border e-commerce industry has at least 7 rounds of financing and fast fashion clothing related...
Whether it is a big Internet company or a seller focusing on independent stations, they all want to run their own competitiveness on this track. But for the majority of waist sellers, the halo of the big factory is too dazzling, and many marketing methods are difficult to "learn". NetMarvel recently researched a number of independent fast fashion stations in the industry, selected 6 of them, and summarized their uniqueness in different aspects such as marketing conversion, user experience, and page design. Want to make your fast fashion stand out? Just refer to them~
The most suitable size, the most intimate guide
Peter Sheppard is an independent station specializing in selling shoes. The concept of the brand's founding is to provide customers with the most suitable shoes. The founder of the brand believes that if customers want to come to the store to try 100 pairs of shoes, let them try until they are satisfied.How is this principle realized online? Peter Sheppard put a column "Get the perfect fit." at the top of the website to guide users to click and find the size that suits them best. The pop-up page shows the size charts of different countries and regions such as Australia, the United States, Europe, and the United Kingdom, which is convenient for users in different regions to compare.
Image credit: petersheppard.com.au
There is also a "Contact us" button in the lower right corner of the page. After clicking the link, customers will be directed to a special customer service page, which is convenient for customers to make calls or initiate online consultations.
In addition, the independent station also prepared a 3-minute video shopping guide for new customers to teach customers how to buy products on the independent station. According to the data released by the independent station, the sales of this page increased by 3 times during the big promotion.
图片来源：petersheppard.com.au
Peter Sheppard's head of e-commerce believes that some older customers in the customer base want to buy shoes online, which requires their independent stations to do a good job in user experience and purchase guidance. The Messenger plug-in is a plug-in provided by facebook for merchants and users to chat online. After embedding the code of this plug-in in the website, customers can directly initiate online consultation through Messenger on an independent station.
Global shopping experience for sales growth
Consumers are in different regions, which brings a question, how to show the tariff and shipping policies of their location to users in different regions? First, on the order settlement page, Petal & Pup will show different customers the tax policies, fee reminders and other information of the corresponding region to dispel customers' doubts about logistics and tariffs.
Petal & Pup 网站上的关税费用提示
Image credit: petersheppard.com.au
In addition to the description of tariffs and fees in different countries and regions, the size description on the product details page is also very thoughtful. For example, after the customer selects the size of different regions, the page will automatically give the size reference of other regions.
Image credit: petersheppard.com.au
The details page will show whether the size of the dress is too large, medium or small, so that users can choose the size that suits them.
Image credit: petersheppard.com.au
The shipping instructions, delivery time and return policy are displayed below the product image, and users can understand it without jumping to the page.
Image credit: petalandpup.com.au
Within one year of launching its global multi-regional business, Petal & Pup achieved a 400% increase in sales, with sales from more than 80 countries and regions accounting for 20% of total revenue.
Personalized product recommendation to achieve high customer unit price
Peeper is an independent station specializing in glasses. The homepage provides a "Perfect fit finder" option in a more prominent position, which is a very simple questionnaire. Users click on different options, and the website will provide suggestions for wearing different glasses.
Image source: peepers.com
“If users fill in their email addresses after answering these questions, we can personalize EDM pushes for their responses,” said Josh Hart, head of e-commerce operations at Peepers. "If there is a new release on the official website, we can also push some styles that they would like more."
On Peepers' product detail pages, customers can see product photos from different angles, along with renderings of models trying on them. Customers can also use the "virtual try-on" feature to upload their own photos, and the website will show the customer's try-on effect.
Image source: peepers.com
After adding the product to the shopping cart, the shopping cart will automatically pop up from the right side of the window. Customers can also browse the gift boxes, cleaning sets and other glasses-related products in the shopping cart. This function can help the independent station to increase the unit price of customers. Detailed optimizations on these sites have helped Peepers increase organic traffic conversion rates by 25% and increase average order price (AOV) by 15%. The average number of orders per customer on the site reached 3, which equates to $165 of product sold per customer.
SMS promotes life, "resurrection" of abandoned orders
Pura Vida Bracelets sells jewellery, handcrafted by artists around the world. Pura Vida has been operating in this way since 2010, and now the indie station has made a name for itself. They delivered product news via text messages and made $1.2 million in sales during Black Friday and Cyber Monday.
Image credit: petersheppard.com.au
“SMS is one of the most effective ways we can drive conversions,” says Griffin Thall, co-founder and CEO of Pura Vida. “Before texting, we need to imagine a scenario where customers are sitting on the couch at home and what kind of content they will want to read.” Pura Vida, after pushing personalized EDM emails to customers, was able to get 26% of customers Paying for the shopping cart order, these customers also place another order on the site.
These methods helped Pura Vida stand-alone revenue grow 50% year over year. Merchants can refer to Pura Vida's marketing push strategy to find the most effective channels and display forms to maximize sales effects.
Both conversion and dissemination are grasped, and daily sales are 10,000
Hawkers has a lot to offer in marketing:
First, launch Daily Offers on the site. Hawkers has specially made a page, which will display special products that are about 50% off, and will update a batch every day. Such a promotion creates a sense of urgency—if you don’t buy it today, the product might not be discounted tomorrow.
Image credit: petersheppard.com.au
Second, Hawkers often co-brands with some celebrity IPs to launch limited-edition products. For example, they have jointly launched limited edition sunglasses with world-renowned motorcyclist Jorge Martín, F1 racer Pierre Gasly, famous model Paula Echevarria and other celebrities. Such cooperation can expand the influence of independent websites to the fan circle of celebrities and achieve a wide range of word-of-mouth marketing.
Image credit: petersheppard.com.au
Hawkers started with just five employees, and now they are a team of 65 people, and the order volume has stabilized at around 10,000 orders per day. Judging from the recent wind direction, the DTC fashion independent station is still a hot track. There are many entrants and many competitors. If sellers want to stand out, professional station building services and precise marketing capabilities are indispensable. NetMarvel can provide independent website sellers with a wealth of overseas marketing services, helping fashion independent station brands to successfully build their brands and achieve growth.
