esigner
age:142
(Ray)
(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
#175 Dtp:221 Page:143
120-145_12427.indd 143120-145_12427.indd 143 5/30/09 10:28:40 AM5/30/09 10:28:40 AM
single-brand store, the debate now
has begun to look at whether or not
points of sale should be physical or
virtual. If one chooses to distribute via
online stores, the formula is almost
identical to that of a multi-brand cli-
ent, since it is the same type of busi-
ness, only virtual. For the moment,
though, the ’Net is mainly considered
a point of support for conventional
distribution.
Brands know that consumers today
look for information about what they
want on the Internet, go to the store
to check the size and see how the
garment looks on them, and compare
prices between the physical establish-
ment and the Internet, tending toward
the one that is the most competitive.
For now, the sales formulas that func-
tion best on the Internet are:
– Outlets (or special sales), which
offer clothes that are out of season
from major brands at half, or even a
third, their original price.
– Virtual stores of luxury brands,
which have sought recourse on the
Internet primarily to stop the sale of
copies and fraudulent items bearing
their names online.
– Brands that offer personalization,
giving the consumer the opportunity
to create her own design, whether it
be a garment, a sports shoe, or an
accessory.
Selling over the Internet can help
to sell the collection, but above all
it is useful for unloading stocks and
selling items where size does not
present a problem and contribute
to strengthening the brand, such
as complements and accessories. If
one begins to sell directly over the
Internet it is necessary to control the
information that appears on the web-
site and manage stocks: one needs
to be sure that all the products for
sale online are in fact available. Also,
it is important to indicate in a clear
manner the payment method and the
shipping time, as well as a telephone
contact number in order to be able to
resolve any problems that may arise,
and prevent possible returns.
SALES AND DISTRIBUTION
|
143
esigner
age:142
(Ray) Text
(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
#175 Dtp:221 Page:143
120-145_12427.indd 143120-145_12427.indd 143 5/30/09 10:28:40 AM5/30/09 10:28:40 AM