It’s not like buying an Ipod or computer, where you know the item and the quality by the picture, or the reputation.
The best items in Ladies clothing are not always named brands. That’s what is so interesting about the apparel business and at the same time makes it tough to market on the Web.
The same item can be available in many different price points. Take a basic V-Neck top.
We are born with five senses, six in my wife’s case. Not all of these can be used when buying on the Web. For the moment anyway, we can’t smell, taste, or touch the garment, so we are left with hearing and seeing.
Hearing is a viable sense on the Web, but for apparel purchases it is mostly useless.
Seeing is the main “Sense” used for apparel purchases.
In order to build a successful online apparel business we must keep this in mind.
How does the consumer know the quality and value of an apparel item that looks the same?
It is easy to see the difference in a music player or computer online. You look at the description and see the different capacities, processor speeds etc. There is no need for a picture, just the brand and the specs.
First we judge an item by the store that carries it. So reputation is important. If you see a v-neck top at Walmart and a v-neck top at Neimans or Nordstroms, you know there is a quality and fabric difference and that is the reason for the price difference. ( I am of course assuming that Walmart will be cheaper than the department or better specialty store).
It is hard to see quality on a Web Site, so the consumer has to look at the fabric content, and has to know a little about fabrics to disseminate the info.
It is really the reputation of the supplier, the brand and website, as well as detailed pictures, and views that the consumer will use to determine value.
An example is the new Metric long sleeve tops from Open Stock Apparel. They are new tops, that just came in, available in 2 styles and over 10 colors.
They are basic tops, that is the style is basic. That is all that can be said about these Spring blouses that make them basic.
They come in a V-Neck blouse style, and a Surplus Blouse Style. Of course our retailers can sell these for half of that and still double their money, plus some.
What makes these worth more? The Fabric. They are 94% Rayon and 6% Elastine, or Lycra. This blend gives the fabric a luscious feel and fit. Better than cotton blends, or poly blends, available in less expensive versions.
We are betting on our reputation and Metric’s, that our customer will be able to recognize the incredible value in these new tops, available in long sleeve blouses also.
We have incredibly detailed pictures on our Site including different views, and all 23 colors.
This alone is not enough to build a successful online business. We (you), must build a reputation that says that you (we) value quality and value over cheap prices.
Value and customer service is our best asset..and reputation proves this better than words!
Happy Retailing!
