In JC Report, Nina May of Nina and Lola (reportage from her current London pop-up shop will ensue soon just as soon as I get down there!) gave an interview where she said the likes of Net a Porter have become like Amazon with too much choice available. So… how to hone in on a target audience, get a pretty sizeable roster of labels and maintain a vibe that doesn’t make you feel like you’re shopping in a fashion hypermarket….?
Now I don’t know how many of you subscribe to La Gar√ßonne’s mailers and as someone who has experience with email marketing, I’d stick my neck out and say that La Gar√ßonne probably gets a 10% click rate from emails sent with a click to sale rate of about 50% (these are high stats….) because everything is just presented so damn immaculately, making everything as enticing as possible
There’s a quiet confidence about La Gar√ßonne that you sense immediately as opposed to the likes of ASOS whose rebranding I talked about, seem to aspire to what La Gar√ßonne have achieved but fail to have a clear voice. LG blatantly say in their About Us section that they are targeting ‘Indie Girls’ with a natural desire to be original and they’re effortlessly cool and quietly defy style guidelines.
Intimidating stuff for any prospective customer but I guess the point is that this minor snobbish-ness gets them their niche audience. It’s a ‘We’re cool…. we might let you have some of that cool…. if you want it bad enough…’ and when you go through the site and see their in-house editorials and features on people like Louise du Toit from Acne, you sort of do fall for it hook line and sinker. Of course the brands speak for themselves but it’s the LG umbrella that holds everything together. As someone who is fascinated about the developments and challenges that fashion e-commerce faces, it does intrigue me to know end why I will contiually click on some e-boutiques, probably not even having the least bit of intention to buy and why others will just go in the ‘Bin’ list.
*Excuse the rather ‘market-y/meedja’ esque observations I’ve been making lately. Trying to psyche myself up and convince myself that I…erm…know shit because I might be giving a very long and scary presentation about fashion, blogging, etc, etc in lands far-away….