The Spike in Internet Apparel Retail Sales
As a new designer, it is apparent that you market your product appropriately. Yes it is possible to run a successful business from your personal boutique, but in this day and age, customers desire a more fast-pace approach to shopping. By now, you are likely aware of the online apparel revolution that has occurred. The Internet allows apparel retailers to sell and display their items through an online website or platform. Not only are customers able to gain access to their favorite clothing brands and items at the touch of a keyboard, but also, they are able to compare prices, styles, and read blogs in order to assist them while they online shop. Seller platforms such as Amazon.com allow retailers to sell their merchandise through their websites. In fact, Amazon’s sales have drastically improved which is now placing them in direct competition with retailers such as Macy’s, Nordstrom, and Target. The digital age is now, and as a new designer, it is time to assimilate.
To understand the spike in Internet sales, we looked at the situation from a fashion journalist’s perspective. A fashion journalist is responsible to remain up to date with the latest fashion trends, designers, and models. These journalists discover how to purchase an authentic article of clothing and how to purchase similar trends. There are articles produced daily of celebrity outfits that can be found at affordable prices. A good journalist will be able to appeal to multiple demographics. Fashion is not just available to the wealthy; it is enjoyed by people of all ages, genres, and financial backgrounds. A fashion journalist needs to find the trends and then discover what stores are selling those particular products or similar looks. Magazines will often, either by electronic tagging or on paper, cite to the clothing company or outlet that has the desired items available.
That is where Amazon.com comes into play. For those who wish to follow trends, maintain the looks of the celebrities, or just feel their best in stylish clothing, they know to use their resources wisely. They will first look to magazines or fashion blogs. Those fashion blogs will direct them to the apparel store.
But what if they do not wish to go directly to the store? Long lines, unorganized displays, and chaotic swarms of people are enough for customers to stay far away from store locations. We must also take into account people with disabilities or people who have restricted mobility. Not everyone is lucky enough to be able to walk into a store. Online retail shopping’s convenience benefits millions and millions are choosing to purchase on Amazon.
Amazon.com has a fashion department called Amazon Fashion. Without having to enter any additional filters, a fashion forward individual can choose between his or her favorite designers, including, Michael Kors, Stuart Weitzman, Guess, or Calvin Klein. Customers also have the option to simply type their desired product into the search engine and have their results in a matter of seconds. This easy access to clothing is why sales are improving. Fashion changes rapidly and consumers want to be able to keep up with the pace. They do not have time to go into stores in person so they turn to the Internet.
How does this impact Amazon Sellers? More business on Amazon likely means more business for their account. In addition to the clothing options on Amazon Fashion, there are also options to sell apparel on the option “athletic clothing”. Additionally, there are options to sell on the “outdoor clothing” filter. The opportunities are endless for the emerging or existing Amazon Seller.
Why Amazon?
Budgets are typically tight for new designers. You have to consider the cost of making your product or having a manufacturer produce the product, marketing costs, packaging costs, renting a space to sell your product… the list continues. Selling your designs to a retailer is not only extremely difficult, but also, it is costly.
Amazon provides a cost-effective method for new designers. To sell on Amazon, Amazon will collect a 15% referral Fee. Before selling on Amazon, Seller Central has a calculator to estimate the costs of using FBA, and how much you will make per item. To sell on Amazon as a professional, there will be a charge of $39.99 a month and additional selling fees. On Amazon, professional means selling more than 40 items a month. You also have the opportunity to sell as an individual, where you plan to sell less than 40 items a month. This option charges $0.99 per item as well as referral fees and variable closing fees.
You must then decide to whether or not to use FBA. FBA, means Fulfillment By Amazon. This is a method where Amazon themselves pack and ship your products. In addition to this, they will take care of customer service and returns. If you wish to do your packaging and shipping on your own, you are free to do so, but you must follow Amazon’s strict guidelines. Amazon has many rules for their sellers, yet, despite these obstacles, it is still an excellent opportunity for new designers.
Amazon Fashion
The online powerhouse company has maximized their efforts to establish a respectable name when it comes to fashion, and the fashion world is noticing.
Amazon is no longer just an online store for highly discounted goods. Amazon Fashion is a portion of the website that allows shoppers to purchase clothing, shoes, and accessories from designers. The company has redirected its focus toward quality when it comes to what is available to purchase on the Amazon Fashion page. Many designers have teamed up with Amazon and sell their goods through the platform. Amazon themselves have even created their own clothing lines such as: Society New York; Franklin & Freeman; James & Erin; Lark & Ro Franklin Tailored; Scout & Ro; and North Eleven. These lines have brought Amazon up to speed with the rapidly changing, ever-evolving fashion world. A quality product is in demand, and Amazon is determined to provide just that to their customers. The website has been redesigned and they have created their own labels.
Amazon’s main focus remains on revenue, and that is why they want to add a new stream of customers to their website. The company has been involved in fashion week events, including hosting an after party for designers, celebrities, and fashion enthusiasts. Amazon fashion is already bringing in over 40 million customers making it one of Amazon’s fastest growing categories.
Amazon has the data stored to determine what is selling and what is not. Additionally, they have a team who tracks trends and who pays attention to the Fashion Weeks. They then are able to coordinate what to showcase on Amazon Fashion. As a designer, you too are going to be up to date on trends and will be able to use their marketing strategy to your advantage.
Amazon Fashion is growing in popularity and reputation in the fashion industry. Competition is fierce for existing brands, new designers, and retailers; but Amazon seems to be determined to come out on top. New marketing strategies have been established and Amazon Fashion is now looked at in a more positive light.
Philanthropy
Many designers are actively engaged in transforming the fashion world into something that is eco-friendly. The fresh minds behind emerging products cherish our earth and want to make it a better place to live in. I’m sure you’ve seen it everywhere from your mom and pop shops to your department stores: cruelty-free, vegan designs, 100% recycled products, biodegradable products. Every single day creators are finding innovative ways to reduce waste and promote a healthy brand.
Designers are not only producing quality products, but also, they are giving back. These people have a dream to change the world, and with their company they are doing just that on the Amazon Platform. If you are just starting your business, you may wish to first establish your brand, then incorporate your favorite charity into your earned profits. However, if you are already established, Amazon is an excellent resource to promote your philanthropy.
Designers are already using Amazon and Amazon Prime to help the less fortunate. They have their product, and because selling through Amazon is cost-effective for a growing business, they can afford to donate large portions of their profits towards their selected charity. This is an incredible opportunity for someone who is extraordinarily passionate about improving the quality of life for others. By selling on Amazon, you are reaching an international audience. This means more exposure, more customers being inspired by your incredible work, and more profits that are being generated towards your cause.
If you already have a company website, you should link your products directly to the Amazon website. This way, if a customer wishes to purchase your item, they will click your link and be transferred to the Amazon platform. This makes purchasing easier for the customer, but also, it helps the customer feel safe. Many people are skeptical when it comes to purchasing on the Internet. Supplying credit card or personal information is a daunting experience for many adults, however, if they are redirected to a trust-worthy website like Amazon, they will likely be more comfortable in purchasing your products. We will go into a deeper analysis on exactly how to link Amazon to you website in the next chapter.
