Last week I was invited to Paris to see the Vente-Privee.com operation and meet the founders of the business which turned over €510 last year.

With plans for expansion in the UK the company faces a challenge to gain share in a mature market, often seen as Europe’s most demanding in terms of product and service.

Vente Privee works by calling in stock from brands that have been sold in one of its online sales, and once it’s in the Vente Privee warehouse it is shipped to the customer. Anything that isn’t sold stays with the brand.

The millions of users on its database has certainly given Vente Privee clout with brands, who have everything to gain by hosting a sale.

Research suggests 4 in 10 shoppers on Vente Privee go on to visit the brand in a bricks and mortar environment.

Not only is it an opportunity to clear stock (and attract people to store), for larger sales Vente Privee reports back to the brand with customer intelligence data.

Me with Vente Privee CEO Jacques-Antoine Granjon

Multimedia is high on the agenda too. With each sale comes a photo shoot and recording session – an in house team puts it all together to create a video to entice customers to visit a sale, a process CEO Jacques-Antoine Granjon described to me as “giving life to the product”.

I think Vente Privee is going to be giving life to many a wardrobe across the UK very soon.

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By Claire Muir of Amethyst Group

For any etailer, the selection of the most appropriate carrier is a crucial component of setting up a sound e-commerce service and most companies are not in a position to offer free next day delivery for all orders.

Each carrier has strengths and weakness within their network and operations.

The etailer should identify their requirements by considering factors such price, reliability, speed, tracking and POD options, as well as reporting capability.

The importance of each factor varies according to the brand, price point and consumer’s expectations.

Often the best overall service is obtained by blending the strengths of more than one network in any given set of requirements.

The basic options should include a good standard service and a high performing next day service both for UK and international despatches.

Carrier management systems can be effective to ensure each individual parcel is placed on the cheapest service for any postcode, the danger can be splitting your volumes across too many different services and losing price benefits which can be negotiated with higher volumes.

Regular carrier reviews to discuss performance and plan for the future are an important management tool. These should be supported by customer feedback as well as the carrier’s performance data.

By Claire Muir of Amethyst Group

Amethyst Group operates shared user distribution centres providing warehousing, distribution and internet fulfilment to the fashion and beauty industries.

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Supermarket giant Tesco are taking advantage of the growing online retail market and have just launched a new clothing website in an attempt to increase their profits yet again. 

Their website actually looks pretty decent – there’s a good mix of Tesco own labels including the up-and-coming Florence & Fred Couture, and they have also managed to sign up some strong brands like Mischa Barton, Licorish and Storm.

Tesco doesn’t hold back from bragging about he fact that it’s also recently managed to bag the prestigious title of London Fashion Week’s official sponsor. 

But will the fashionistas really abandon their beloved Topshop and ASOS to go surfing at Tesco instead? The retail analysts say yes – apparently ASOS is set to lose out big-time as Tesco takes over. 

I have to say I’m sceptical – yes I know that fashion fans are a fickle bunch, but those who worship at the altar of the usuals are unlikely to kick off their shoe-boots and go running for their supermarkets instead.

However, that said, I don’t doubt that a fair few will still be logging on to check for bargains – remember the sell-out Chloe style dress a few years back that had us all tearing round our local Tesco in a frenzy?  It’s good to know that if that ever happens again at least we can buy it at our desks.

Visit www.clothingattesco.com

Swapping Topshop for Tesco? by Nicola Paul

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Peter Ruis, Director of Buying for Fashion at John Lewis has played a major role in the development of the recently revamped online offering. Here we find out more about the strategy and plans for online retail.

What is it about the John Lewis online environment that makes it appealing to the brands you have on board?
John Lewis’s revamped fashion site is all about choice, inspiration and brands – with a focus on bringing the quality in-store John Lewis experience to the website.

This unique shopping experience is appealing for brands and they have been attracted to the concept which is proving successful. As an example Hobbs is now taking twice as much online as it is in our next biggest shop (Oxford Street).

We have also created specific brand environments or ‘brand boutiques’ for the likes of Mulberry, Ralph Lauren and Orla Kiely, to name a few, which feature their own imagery, ranges and general brand feeling.

Would you consider brands that are a good fit for one retail channel only, or must they have cross appeal to your department store and online customer?
John Lewis is a multichannel retailer – and that will continue to be our focus. 

However, the online channel provides more opportunities to enhance the volume and variety for customers such as offering a broader range of sizes or more (and newer) brands.

With online, there aren’t the same space constraints as one would naturally find in-store. However, the different channels won’t be hugely different in terms of brands.

The revamp has seen a emphasis on style focused content, is this something you’ll involve brands with more?
We are excited to bring added value to our customers by offering seasonal trend advice and commentary from our Edition magazine editor (and former editor of Marie Claire) Marie O’Riordan. 

In addition, at John Lewis we have strong relationships with brands and can give our customers the inside line on the season’s hottest fashions.

We have a special team dedicated to liaising with brands to create and improve online content.

Tesco is soon to join Asda in retailing clothes online. Do you see a time when John Lewis would use the Waitrose brand to retail fashion online?
We are exploring better ways for our customers to shop with John Lewis and throughout the wider Partnership (including Waitrose). 

For example, we are currently trialling a ‘Click-and-Collect’ service which enables customers to purchase online and pick-up at two Waitrose shops. Customers can already purchase online and collect from any John Lewis branch.

Visit the John Lewis website

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Read my Drapers blog ‘A transactional website for Primark’

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Shoppers looking for bargains on eBay could find themselves to be the proud owners of “dirty money” goods, thanks to a new initiative being trialled by Leicestershire Police.

In the past year, goods worth over £3 million have been confiscated from criminals, and now the police are using eBay to try and make some of this money back, which will then be split between their force and the government.

Unfortunately, there’s not much in the way of fashion up there yet – no fur coats or diamond-studded heels.  They are however doing a roaring trade in plasma TVs, computers and stereo equipment.

There’s also quite a lot of bling up for grabs, although it’s not had a lot of interest as yet – maybe bidders are scared of the consequences of coming face-to-face with the owner?  Or maybe there’s just not much of a market for knuckle-duster “Mum” rings.

I’m still going to be keeping an eye on the auctions though – there’s bound to have been a gangster’s wife out there somewhere who had a penchant for designer handbags…

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By Vicki Day

After a long career in actual bricks and mortar retailing I now see the future as online as consumers love the flexibility and the fact they can shop without leaving the sofa.

I think retailers need to “grasp the nettle” and see the Internet as an enhancement to their business and giving their business an extra dimension taking them relatively low cost into new countries or new areas not as competition for their retail estate.

Consumers are going to be shopping online for convenience and to check out product. So when they go to do their actual shopping on the High Street it will be more of a leisure pursuit so people will taking in shopping along with eating and meeting friends.

Retailers should be looking to enhance their retail estate so people have a real retailing experience when they step into a shop to buy something.

Online retailing isn’t a passing fad it will grow and become more sophisticated and soon consumer’s expectations will be higher so just a basic site will no longer suffice – so my view is it’s better to invest in your online presence now than arrive at the party too late.

By Vicki Day of Retail PR Pure Sauce

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By Linda Roberts

Here at London College of Fashion we’ve seen an increase in the number of entrepreneurs who are planning to start, or have started their own label, and are keen to start selling online.

They see e-tail as an extremely cost effective route to market.

It allows newly established labels to reach a much larger audience more quickly, and it also enables them to demonstrate the vision or ethos of their brand which might otherwise get lost amongst other labels in a store. 

To cater for this growth in the market, we’ve created a unique one-day seminar which will offer delegates the opportunity to understand the benefits of e-tail and learn how to take their brands online.

There will be keynote speakers and online fashion experts, including Leon Bailey-Green and Claire Muir of Amethyst Group, who will offer an insight into what to expect when using the internet to sell or market fashion.

Visit www.fashion.arts.ac.uk for more information.

By Linda Roberts, Senior Business Manager at London College of Fashion

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Hands up who only started noticing Manolo Blahnik and Jimmy Choo after watching one too many episodes of Sex and the City?

It may have seemed incongruous at the time, but product placement in the US is a multi-million dollar concept.

Now the UK ban on product placement is expected to be lifted; which could change the fashion retail environment in the country immeasurably.

While this has caused controversy, there’s no denying that in the recession, money needs to be made.

Retailers who feature on TV will no doubt see rising sales and increased brand awareness. An opportunity for an extra marketing channel is great news.

It’s also a fantastic break for young designers – Gossip Girl recently used up-and-coming Alexandra Vidal’s collection, which led to huge press attention and stars clamouring to get hold of her pieces.

Imagine watching X-Factor and seeing Cheryl Cole in a gorgeous designer dress that could be yours in a matter of minutes just by clicking online.

This really could be the way forward for fashion retail.

By Nicola Paul

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Myself with Kristine earlier this year

Kristine Kirby has exited her role as E-commerce Director at Lipsy, which is owned by Next Plc.

Kristine is expected to stay in online retail, with a new role to be announced very soon.

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Myself with Kristina O’Connor

Kristina O’Connor may have studied Spanish and Italian at Birmingham University for four years but her passion is online retail.

Having beta launched Store Society, at the end of last year, Kristina is now tasked with developing phase two of the website with a relaunch which took place last month.

I recently caught up with Kristina (whose father is a TV favourite) to find out more about Store Society.

What is Store Society to the average fashion shopper?

Right now, many would think of Store Society as a social network.

The site connects fashion lovers with each other allowing them to share their latest looks and be inspired by each other’s style.

Members have the standard social network tools available to them such as status updates, messaging, recommending, rating, following and befriending, but Store Society is much more than that.

Store Society relaunched August 2009

How does Store Society help boutiques?

If you are a fashion retailer you can get your store listed on Store Society now, for free, which allows you to engage with our members.

Simply filling in location and opening hours is enough to be useful to a user.

However, upload your logo and add some product, and instantly your store becomes discoverable in our browse and search functions.

Stores can promote products, sales and offers directly to members. This is useful for stores that aren’t yet online; it gives them a presence with the intention of assisting footfall.

Retailers who do operate transactional sites can deep-link their items to product pages on their own websites. All free.

Do you see Store Society as an alternative to a boutique creating a website, or is it more of a promotional tool for them?

I’ve spoken with a number of boutique owners who say that they just don’t have the time or money to build a decent website.

Store Society gives stores a professional online presence that is quick and simple to create and very easy to maintain, with instant traffic from the UK and beyond.

The majority of independents don’t have transactional sites, which is something Store Society is working on.

Stores will be able to sell directly from the site in the near future.

Myself with Kristina O’Connor at the London Fashion Network’s first birthday party

As a new media entrepreneur you must have picked up a few technical learnings on the way.

Every day I’m learning something new! I would say the most significant thing I’ve learned so far is the importance of social media, full stop.

As more people choose to shop online, the use of social media is increasingly important as a way for stores to attract attention in a crowded market place.

Through social media, stores can create a personality and communicate directly with their customers, helping to engender loyalty and generate traffic, which in turn leads to sales. Communicate first, sell second.

Name three of your favourite fashion websites?

Peter Versus Toby - An Australian boutique with a sense of humour and some fantastic prints.

Doc Dog - A Brazilian with some really fresh yet feminine designs.

Billy Boyce Clothing - A London based boutique all about funky contemporary street fashion.

-
Check out Store Society

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Check out the recent online fashion revamps of department stores Harvey Nichols and John Lewis.

Both brands have bought media on Handag.com to drive traffic and build awareness.

Harvey Nichols is sponsoring a daily handbag giveaway and has a live product widget that I’m liking a lot.

Harvey Nichols daily handbag giveaway and product widget

John Lewis has taken out leaderboard and above the fold MPU slots, both of which are interactively controlled by the user.

John Lewis advertises on Handbag.com

In terms of media buys I think there is a tad bit of conflict having the two brands run promotions in the same categories.

However, both creatives have been executed well it shouldn’t pose a huge problem.

I would like to see Handbag.com open up banner clicks in the same window to get around pop-up blockers - I think that’s something quality advertisers, such as Harvey Nichols and John Lewis deserve.

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Q&A with Econsultancy published September 8th.

Read the interview online here

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August
Antony Hawman moves to My-Wardrobe.com
Power of the Blog: London Fashion Network
Interview with Keely Stocker

July
Littlewoods Direct becomes Very
A preview of Fashionair

June
Online Fashion 100 Event
Newsletters release dopamine
Lunch and Lipsy

May
Would you pay for Stylebible?
Playing with lingerie models

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Daniella Westbrook returns to EastEnders on Friday as Sam Mitchell.

Her comeback outfit is an orange and pink Lipsy dress, which can be seen in promotional adverts and press shots.

On Friday night and all weekend I imagine there will be a surge of Google searches for ‘where can i get the dress sam mitchell wore on eastenders’.

Well the answer is here.

So come on affiliates, grab that search traffic.

And Lipsy, get the dress on the homepage and blog about it too!

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