What it Takes to Launch a Successful Online Fashion Store: Tips From the Experts

Tips from experts and Markeaze

Sustainability, Community, and Smart Approach

The fashion industry holds dishonorable third place among the most polluted industries. It is responsible for 8.1% of the global greenhouse gas emissions and begs for a new eco-friendly approach. If you’re struggling with finding your brand’s fingerprint, focus on sustainability. Not only will you do good for the planet, but raise your value in the eyes of your customers and use it as your “little extra”.

“Any new company going to the market should start by building its community based on long term sustainable relationships, not just with their consumers, but with their suppliers.”

After years of working in the industry, Stacey has a lot to share. She points out the importance of building a community based on long-term sustainable relationships with customers and suppliers. As an example, she mentioned Jane Mosbacher-Morris, the Founder and CEO of one of SWS’s protege companies TO THE MARKET. Jane didn’t let her suppliers down even though some clients had to cancel orders due to the pandemic. Being innovative enough to realize that they can use the products for something else, Jane was happy to pay for the order and maintained respectful relationships with the suppliers. And that goes a long way, especially when you’re doing your business remotely.

The lack of regular face-to-face human interactions should be replaced with even better online communication and mutual respect.

Another tip from Stacey to novice fashion brands trying to make it in the world of online retail is not to reinvent the wheel. We live at the age when almost any problem you can think of has a ready-to-use solution. Whether you’re struggling with inventory, delivery, or customer service (and that’s where Markeaze comes in handy) — chances are that there is a platform that can make your life easier and more efficient. Establish your pain points, do your research on the market, and invest in the best-fitting solution. One example is N.A. Bld, a digitized platform for small and medium-sized designers.

Success also comes to those who use the smart approach. You don’t have to source your textile abroad because it seems cheaper or everyone else is doing so.

It might be possible to create a more efficient inventory management system when working with local suppliers. This way you’ll be managing your cost load and controlling the process firsthand. And it’s sustainable too.

Strategic Thinking and Feeling the Demand

Another important quality for the fashion industry newcomer, online or not, is the ability to adapt and feel the demand. Neel Elsherif is a New York-based fashion designer and the founder of two brands Nile Hudson and Guardex. She started her journey in the fascinating world of couture.

Neel likes to compare high-end fashion and mass production with theater and movie genres. With couture, like with theater, you have to be good at what you do as you cannot edit anything later.

But Neel decided to dig deeper and challenged herself into joining the mass production scene. Having taken the best from both sides of the fashion industry, Neel decided to start her own business and launched Nile Hudson, a private label for wholesale manufacturers. The company helps aspiring fashion brands with entering the market by connecting them with manufacturers and setting them up for success.

But good things happen when you’re generous — people tend to trust you more and as a result, you gain more loyal customers and clients.

Neel’s second business was born as an answer to the COVID outbreak. She woke up one morning and realized she doesn’t have a mask. And that’s how Guardex started. Guardex sells specially-engineered face masks and personal protective gear made in the USA. Neel didn’t want to launch a website right from the start and made sure to secure the first responders first before they opened the product to direct to consumers.

Guardex is a great example of three ideas: to launch a successful business you need to be able to adapt to the market, come up with a distinctive feature that will capture people’s attention, and dedicate yourself to it.

Neel describes herself as a very hands-on CEO and enjoys interacting with customers. Once in a while, she sends an email to a customer introducing herself and wondering if they are satisfied with the service. As for the customer service, she prefers her team’s communication strategy to be as friendly as possible.

The Bottom Line

So what makes a successful eCom business according to the experts? Fast fashion is dying out and more designers prefer a new sustainable approach. They choose quality over quantity, produce locally, and focus on people — partners, teammates, and consumers.

Struggling with handling customer service requests? Want to make your approach more personal and equip your team with an AI-powered solution? Hire a virtual sales and support assistant by Markeaze and start growing your online brand.



CEO & Founder of Markeaze.com

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