Fashion shopping at Internet marketplaces: size alone doesn’t mean everything
Big marketplaces have some catching up to do when it comes to hip leisure clothing
Clothing industry is missing out on one in four potential buyers
Online sellers should open up relevant shopper groups
The brand-name manufacturers of trendy fashion risk a loss of sales if they look to size alone when selecting online shops through which to sell their products. Take karstadt.de as an example: their website may be among the top five big goods sellers in terms of its familiarity among Germans; but their broad range of fashion has not yet caught on among the high-consuming 14 to 29-year-old target group. That means one in four young online shoppers are not being reached by the giant retailer as potential customers. That is why it is so important for brand-name manufacturers to check that the marketplace they intend to use is well known among their target group. These are the findings of the far-reaching novomind survey "Marketplace ranges".
Track down your target customers at the right marketplaces
To extend the example, the prospects for suppliers of young fashion are best at Internet auction house eBay, because almost 90 per cent of 14 to 29-year-old Internet consumers regularly go there to look for pricey labels like G-Star, Jack & Jones and Ed Hardy. Things look quite different among the 50-plus generation however, almost of half of whom ignore eBay’s virtual marketplace when they buy clothes, preferring instead the long-established Frankfurt mail+order company Neckermann. More than 80 per cent of these Internet buyers go straight to neckermann.de when it comes to fashion.
novomind iPOEM™ enables marketplace integration
As well as selecting the right sales platform, it is essential to choose a simple technical means of marketplace integration. That is where the standardised package of consulting and software, novomind iPOEM™, comes in.
Background information
The survey entitled "Marketplace ranges-which Internet marketplaces offer brand-name manufacturers the greatest sales potential" presents the results of an online questionnaire carried out on behalf of novomind AG. This first comprehensive survey on the subject looks at which products online shoppers expect to find at ten leading Internet marketplaces, and where they expect to find the widest range. The results were related to a range of target groups using various sociodemographic factors. 1,009 online shoppers took part in the survey.
novomind AG: innovative software for professional customer communication and Internet systems
The novomind Services division specialises in modern software solutions for electronic telecommerce (e-commerce). Consulting, implementation and operational support in the fields of e-shopping, PIM and marketplace integration together lead to tailor-made e-commerce solutions for novomind customers - manufacturer-independent, individual and successful.
Integratability, scalability and availability of systems are as much a prime focus, therefore, as pragmatic project management and fast software-development cycles.
novomind’s technological partners include: Intershop, IBM, Oracle and hybris.
The novomind clientele includes: Der Club Bertelsmann, buecher.de, Otto-Group, Mexx, Ernsting’s family, Media-Saturn, s.Oliver and Weltbild.
The Products division portfolio features, among other things, the novomind Self Service Suite™. This software package contains all the necessary communication modules a customer service centre needs, based on a central knowledge database.