Clothing generally sells well through the Internet when manufactured according to the client wishes.
Bas Possen's tactic was for a long time assumed impossible by traders: this Dutchman sells made-to-fit suits and shirts through the Internet. Many online clothing stores had to close their doors the past months due to an insufficient number of clients. Possen, who is 30 years of age, however has numerous customers.
His solution could serve as an example for many online clothing stores: Possen manufactures with the support of Internet technology mass-produced products being unique pieces. 'This is an exceptional occasion for online stores' Frank Piller predicts, marketing expert at the Technical University in München. He refers to the USA, where the demand for individually fabricated goods has strongly increased since the weakening of the economy. 'When the general consumption decreases, the opportunity for individualized goods increases. These products offer clients an important advantage with which the dealer can differentiate himself from the competition', Piller says.
Technique and tradition. 'The usual form of e-Commerce is not successful in the clothing industry', the young entrepreneur establishes. Bas Possen shows us that those who combine new technology with the traditional knowledge on clients and their needs will succeed in selling clothing online successfully.
Shopping in a relaxed way. Clients can order goods through the Internet at Possen but before this is possible they must have visited the company's store or the special truck at least once. This is where the client is measured from head to toe through the use of an ultra modern scanner. From that moment on suits and shirts can be ordered online or telephonically. 'Many men like the fact of not having to spend hours trying on a suit', Possen says. The suits at Possen are not more expensive than ready-to-wear clothes from the rack.
New way of thinking. All this is possible thanks to a highly refined technique: the scan data is sent through the Internet to the workshops where the fabric is cut fully automatic. Tailors complete the job whereas Possen saves money compared to the usual method in which suits are manufactured. 'In our branch of trade most people work and think like they did in the sixties' the entrepreneur criticizes.
'Our capital is the know-how of production processes', Johannes Steuerwald of the footwear company Creo from München determines. Each Creo product is a unique piece according to the wishes of the client, a concept that is similar to the Possen concept. Buyers of this modern footwear draw up their own model from a great choice of colors and designs. A pair of shoes cost less than 200 German Mark, an incredibly low price for modern footwear. The company's secret: their ability to link orders, purchase and warehouse fully automatic to the manufacturing. This enables Creo to deliver unique models to the client within two weeks.
Help from the mail-order company. Creo manager Steuerwald came to the conclusion that an online shop will not survive without the help of traditional structures. This is one of the reasons why Creo combines forces with the mail order company Ossot Versand. In next to no time two million Otto customers will receive a flyer, which provides information on modern footwear on the Internet. 'We would not be able to reach enough customers exclusively through the Internet', the Creo-manager tells us regarding the cooperation with the biggest mail-order company in the world. This project is simply an experiment for Otto. Even the giants in this branch are facing difficulties with the online sale of clothes. Karstadt has brought the Internet sale of clothes to a standstill. Adidas closed her virtual store that sold sports fashion.
'The E-confection industry did not succeed in offering the costumer added benefit' business consultant Roland Berger says. The companies that only put the line of products that is available in the store will have no chance to survive. Ordering goods through the Internet does not offer the client any advantage. On the contrary: clients cannot try-on the clothes, cannot feel the fabric and do not pay less for the products that are also sold in the store.
Xaaz from Hamburg hopes for a breakthrough with the individualization of mass-produced products. This company sells shirts, shorts and handbags through a personal Internet-portal. Entirely according to the client wishes. This new company will also have to modify its concept due to disappointing returns.
The company now sells individually manufactured products by order of Internet servers who do not want to establish their own online store.
|
