A daring strategy has led to remarkable growth for a fashion site, thanks to partnerships with Instagram bloggers.
Achieving an impressive 900% growth in one year, the site’s transition to an online model and influencer collaborations are key to its success.
Originally a market stall in Liverpool, the fashion site evolved by shutting its physical stores and focusing entirely on online operations. This pivot resulted in shipping around 4,000 units a month initially,
Based in Manchester now, the firm expanded its reach through strategic partnerships with social media bloggers. The impact was substantial, evidenced by shipping 40,000 units in November 2017.
“The big differentiator for us is our focus on blogger influencers who have a real interest in fashion and keen eye for it,” the eCommerce and marketing manager, James Wayland, revealed.
The fashion site collaborates with influencers who genuinely appreciate their products, ensuring authenticity in their promotions. The visual content shared by these bloggers resonates well with the site’s audience.
Wayland emphasised the importance of organic growth, avoiding fake accounts and paid followers, which might undermine their brand’s value. “We don’t buy likes, we don’t pay for followers and have no interest in doing so,” he insisted.
While the current focus is on the existing size range of their market, there are plans to include plus-size and petite categories in the future.
Eighty percent of the orders currently ship to UK addresses, but there is a strategic plan to capture the American and Australian markets.
“They are two key audiences for us, with similar fashion interests,” Wayland stated while discussing international growth.
The fashion brand’s blog features influencers like @missellie_o, @saskiachelsea, and @kadymcdermott, who align with the brand’s target market.
Wayland remarked on the extended reach provided by the blogging community, highlighting that their efforts are entirely organic without relying on artificial enhancements.
“There’s an authenticity to what we do,” Wayland remarked, showcasing the effectiveness of their strategy.
Situated in Manchester, the site finds itself among other online fashion giants. However, it strives to establish its own unique identity within the competitive market.
Wayland explained their distinct approach: “The blogging community helps us carve our niche, distancing us from competitors like Boohoo.com, Missguided, and Missy Empire.”
Discussions are underway with international carriers to enhance shipping services, potentially offering next-day delivery to the USA in the near future.
Improving service and expanding reach remain the key goals, with efforts to provide superior customer experiences globally.
The remarkable growth of the fashion site illustrates the power of influencer marketing when executed authentically.
As it continues to expand and innovate, the future looks promising for this forward-thinking brand.
