Company E is a local fashion brand. Enlightened by spirit and faith, the company founders created this brand around 10 years ago. The brand and its founders have high hope to deliver positive information to customers through fashion creations. In the past ten years, this brand faced with many critical problems, such as fierce competitions from fast fashion big brands and other niche brands in Europe and the US, the high rental cost in Hong Kong and the rise of e-commerce business. Taking advantage of digitalization, they manage the brand well and successfully endure for a positive future.
The company has set their brand as intermediate level fashion in the route of spirit and faith for ladies aged around 25 to 35. Only several brick-and-mortar stores are in operation locally and with more than half of their supply completed by different distributors. Their target market includes Hong Kong, Mainland China, Japan, Korea and the US. On the other hand, the brand has invested to develop their e-commerce business. They invite a professional consultant to build an online store and launch fashion collections more agile than physical stores. Further engaged with the social media, they develop marketing strategies of Key Opinion Leader and big data analysis for website traffic etc. Besides, they also adopt alternative marketing methods such as stage shows to connect with customers through artistic activities. Without investment on brand spokesman, this local brand already attracted some stars for free promotions. Representing a unique model of small fashion branding, this company’s business model is illustrated as follows.
The company is a typical digitalized fashion brand with popular retail technologies that are generated by e-commerce and social media. It provides some feasible methods for fashion retail at the moment, but as introduced by the company founder, it also faces some inevitable difficulties that include product return policy and cost, shipping cost and rapidly increasing cost on website traffic and big data analysis. As new technology develops rather slowly in the fashion industry, its retailing sector is still in the progress of digitalization.