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the buyer’s house, thus eliminating
the need to actually visit the store.
In this way, the demands of consum-
ers who live in areas at a distance
from big cities are met, which is one
of the main advantages of this kind
of purchase. From the first moment
that the Internet appeared, brands
that sell by catalog staked a claim on
the ’Net, gaining not only the loyalty
of their habitual consumers but also
accessing new ones.
STREET MARKETS
Until recently they were the outlets par
excellence, since it was here where
stocks were sold. Now, however, they
are devoting themselves more and
more to the sale of generic Asian prod-
ucts, at very low prices, that have no
other channel of distribution.
THE WEBSITE
A website can serve as an additional
tool of communication but also a
marketing and sales platform, the
business volume of which multiplies
each year, thus becoming a useful
way to begin to sell and enter into
direct contact with the consumer.
This phenomenon has altered the
debate about the future of distribu-
tion: if until only recently it concerned
choosing between a multi-brand or a
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
Ross + Bute website by Form Studio. Project management & art direction: Paula Benson; design: Paula Benson and Claire Warner
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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.
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