Debating at today’s Drapers Fashion Forum in London, Jo Hooper, product director of Pure Collection and Sergio Odriozola, vice-president of product and merchandising at ZLabels, Zalando told delegates how best to bolster their in-house fashion offer.
Be true to your original concept
When it comes to what you’re selling, Hooper says it is all about “knowing what your story is, and sticking to it”.
“You have to be true to the concept, and not be repetitive,” she said. “If you’re not true to your original concept, the consumer will sense it.
“Don’t avoid pushing things and being adventurous, as consumers will respond to that. But keep going back to that challenge of persuading your suppliers you’re selling the dream – to your CEO, to your team, to your supply base, but also your customer.”
Define your USPs
Odriozola stressed that however great your concept is, you must make sure that your specific proposition is wanted by the customer.
“Understand your customer and from each specific platform,” he said. “A private label that works well for Zalando might not for Asos. It’s about understanding what the customer is willing to buy at that moment.”
Know your market
“Know where the opportunities are, where the consumer is going, and where to go from there,” said Hooper. “There’s a jumping-off point where all that data and information gets to a certain level, and then you have to have some conviction.”