Pomelo Fashion’s Jean Thomas on the Top 3 E-Commerce Marketing Trends

Pomelo Fashion’s Jean Thomas on the Top 3 E-Commerce Marketing Trends

Jean Thomas, CMO of Bangkok-headquartered fashion company, Pomelo Fashion, talks about the top three marketing strategies for e-commerce companies to watch out for

August , min read

Opinions expressed by Entrepreneur contributors are their own.

Without a comprehensive marketing strategy, customers aren’t just going to stumble into the brand’s website. An e-commerce company often relies on its ability to market and brand well. Jean Thomas, chief marketing officer of Bangkok-headquartered fashion company, Pomelo Fashion, talks about the top three marketing strategies for e-commerce companies to watch out for.

Jean Thomas, CMO, Pomelo Fashion

Adopting a Strong Omnichannel Strategy

In order to unlock hyper-growth, brands need to set their sights on acquiring customers outside of their core group, including casual shoppers. Yet, online customer acquisition costs continue to rise as platforms seek to monetize via ads, which may limit brands’ profitability.

What brands can do is to put in place a strong omnichannel strategy that seamlessly transitions between digital and physical shopping experiences.

A brick-and-mortar or otherwise physical e.g. pop-up presence is a valuable touchpoint from which new customers can be acquired. However, the key here is seamlessness: an omnichannel strategy can greatly value-add to customer experience and drive acquisition because it presents all the benefits of pure-play e-commerce while mitigating its challenges, but only if offline and online features are intentionally integrated.

Owning Marketplace Channels to Solidify Brand Identity

E-commerce marketplaces continue to progress and change at breakneck speed. What a customer sees one day might be gone the next and their preferences are fickle as well. Marketing can be used to its full advantage – preserving a brand’s unique identity and strengthening it – when brands own their marketplace channels.

A digitally-native vertical brand that has complete control over its own manufacturing and distribution channels can respond swiftly to changes and pivot accordingly. With multiple data points about sales, demographics and sell-through rates, marketers are able to make informed, data-driven decisions to spearhead effective campaigns.

Providing a Stellar Last-mile Customer Experience

E-commerce brands naturally compete based on technological capabilities that allow for the provision of an optimal online user experience. However, increasingly, a true strength for digital businesses is its speed of product delivery.

Operations and last mile delivery with much shorter lead times could end up defining customer experience in the coming months. An e-commerce platform that has the ability to serve their customers with faster deliveryon-demand will have a clear advantage to win over the customer as qualitypricediscountsassortments aren t enough.

Revolve also must compete for attention — from customers, influencers and designers — with the likes of Fashion Nova, another popular fashion e-commerce operation, which is based in downtown Los Angeles. Rapper Cardi B’s second Fashion Nova collection reportedly sold more than $ million within hours of its spring debut, according to TMZ.

Revolve, which has nearly , employees, is run less like a fashion company and more like a tech company that sells clothing, with its own data scientists and engineers.

“Because we didn’t come from a fashion background,” Karanikolas said, “we were building proprietary systems, software that was telling us what to buy and how much as far back as . Since then, what we have is much more sophisticated and evolved. We’ve built a really tremendous team of technical talent.”

Revolve has also cultivated several designers of its own whose items are sold directly through the online platform. The e-tailer recently announced the launch of brand collaborations with two of its most popular influencers, Song of Style with Aimee Song who has . million followers and the Camila Coelho Collection Coelho has . million followers.

Dresses are Revolve’s biggest-selling item. The average order last year was $ and % of the site’s sales were at full price, the company said.

Mente is in charge of marketing and in-house fashion lines. Karanikolas runs the technology and logistics side of the business. The two own a combined % stake in the company and control more than two-thirds of the firm’s voting shares through a separate entity called MMMK Development.

Revolve, which offers about , new fashion items a week for sale, said in its stock prospectus that its proprietary technology is “turning the fashion cycle from a predictive art to a data-driven science.”

Investors reacted with enthusiasm.

The stock closed as high as $. a share just days after the IPO, but fell sharply this month after Revolve’s first earnings report as a public company revealed a surprise quarterly loss of $. million brought about by a stock repurchase. Revolve had net income of $. million in the year-earlier quarter. Revenue of $. million, up %, beat analysts’ expectations.

The stock closed Friday at $. a share, down .%.

“The quarter was quite good. By our estimates they beat revenues,” Kessler said. “Tariffs here are a bit of a concern for investors,” because much of the clothing sold on the site is made in China and India. “That’s something to watch going forward.”

Mente said the sobering experiences of the dot-com crash and the Great Recession have shaped how they view their business, including the stock’s recent gyrations.

“The short term doesn’t really affect us that much,” he said. “And I think ultimately that’s been core to what got us here and will be core to what drives our success in the future.”

Source: bandar agen judi bola


Comments are closed.