Customer Responsiveness and Women’s Fashions

Written by John Dray (CEO)

6th October 2021

One of the joys of running your own business is having all the tasks that no-one else in the business can/will do. That includes networking… I am a member of the EVO network.

This morning we had a great talk from Laura B, founder of the Shortlist.

Laura is on a meteoric rise, promoting her fashions for 30-something women under 5’4″. Sustainable fashions, created and made in the UK… with a sense of humour.

Does it sound like Laura has looked at who her target audience is?

Rather than going for everyone with a pulse, Laura has found a group she has a passion for and resonates with.

Consequently, her Instagram, Facebook and everything else can be written for the specific character she has in her head. In marketing we call this an Avatar.

Problem

While Laura has petite women in their 30’s as the group she relates to, they vary quite a bit in size.

How do they get the fashion that truly fits, without getting their fashions tailored?

Solution

Laura now has bespoke advice about the sizing of each piece in her collection. This allows the shopper to know whether it will fit.

Result

The result of this simple change has been:

  • Happier clients
  • Fewer returns

What could you do in your business to make your clients happier?

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