Fashion E-Commerce getting bigger
August 6, 2009 by J.T.
The Denim industry is seeing a significantly change when it comes to sell online. Denim brands such as Replay, Guess, My Lovely Jean and Le Temps des Cerises are expanding their online operations to get the new type of client that has left the classic retail world for the virtuel one.
While overall economic conditions remain challenging, a recent report from Forrester Research shows e-tailers are benefiting from a steady migration to online shopping. Online apparel sales in Western Europe are forecast to grow from 13.14 billion euros, or $18.92 billion at current exchange, this year to 19.88 billion euros, or $28.63 billion, in 2014.
When My Lovely Jean founders David, Gregory and Gary Pariente established their first brand, American Retro, seven years ago, they were skeptical about online shopping . Pariente brothers are no strangers to the fashion world, their dad and uncle founded Naf Naf the first ready to wear sportwear chic accessible affordable fashion french brand.
“The global recession will hit online sales less hard than other channels as increasing numbers of consumers shop online to find better prices and save on overall costs,” said analyst Victoria Bracewell Lewis in the Forrester report, titled Western European Online Retail and Travel Forecast, 2008 to 2014.
While he wouldn’t disclose targets for the European business, e-commerce sales in the U.S. and Canada jumped 38 percent last year.
Brands also are looking to online sales as the ideal platform for capitalizing on editorial coverage.
Le Temps de Cerises said it wants to give those surfing its site the ability to buy products seen in the press, eliminating the time delay between the offer in store and the products presented in fashion stories in magazines.
The unveiling of My Lovely Jeans e-shop coincided with an editorial in French Vogue. “Because of Vogue, we had an instant phenomenon about our sales online” said Pariente.
In the US the online retailing world is helped by many new ways of communication and reach more clients they couldn’t have been able to reach without paying big in advertising.
You can not step in into twitter and not notice the presence of Diane Von Furstenberg‘s Twitter account twitter.com/insidedvf . The Belgium born designer promote her name & brand on the daily basis via twitter, with her facebook page, youtube page youtube.com/user/insidedvf, doing giveaways and by blogging via the insidedvf blog. Diane Von Furstenberg has launched her online store and is also available online via the majority of department stores that sells online such as Saks, Bergdorf Goodman … also on Luisaviaroma and NET-A-PORTER.COM.
Another player in the online world is Max Azria along with Lubov Azria which use the same new way of communication as DVF. Via Max Azria twitter twitter.com/bcbgmaxazria you’ll be the first to know what’s new and hot within Max Azria multi-brand company. You’ll know which celebrity worn Max Azria Collection, BCBG or Herve Leger. Brands have seen how important it is when a celebrity wear one of their product. “this is the only part that brands can not control, once a celebrity is seen with a specific dress, this dress will be sold out nationwide in a heart beat this is today’s reality” confessed Stylist and TV reality figure Rachel Zoe.
Azria also organize giveaways just like DVF, publishes editorials, blogs which at the end give to the brand an accessible, modern and open image.
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