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Oli drops paper marketing

Oli, the online fashion retailer, has axed all of its paper marketing including its bi-monthly magazine to focus on becoming a pure-play womenswear etailer.

Following a strategic review, which was completed last week, Oli, which is owned by Freemans Grattan Holdings, has decided to focus purely on its transactional website.

Last year Oli dropped its seasonal 700 page catalogue but continued to publish three magazines a season. Earlier this year it axed menswear and kidswear to focus on womenswear.

Oli business unit director Karen Hazeldine told Drapers: “We have decided to completely change the strategy and scale back. When Oli was initially launched it was a multi-channel brand - half catalogue and half online. We’ve had to re-think this following feedback from customers. We wanted to move more into fast fashion, with new products more regularly in stock. The problem we found with the catalogue and magazine is the stock would often have gone by the time the customer received it.”

Hazeldine said Oli would remain focused on the 25-35 age category but look to bring in new design talent and more credible fashion brands within womenswear. It is also droppoing its celebrity tie-up collections to focus on designer collaborations. It recently signed up designer brand Sinha Stanic to produce a capsule collection.

Hazeldine added that Oli would also launch social networking on its website later this year.

Readers' comments (2)

  • Becki Rowe

    How interesting. It would seem that Oli is looking to follow a similar strategy, route to market etc as Asos. I assume they expect to at least some paper marketing to their customers to support and drive footfall to the website?

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  • It does appear that even pureplay retailers need an element of offline marketing in order to build brand awareness. Once you have an established brand, then your web site will flourish, but it tends to only be the multi-channel retailers like Topshop that are an overnight success online. ASOS are somewhat an exception to the rule in their success as a pureplay fashion retailer, but let's not forget their long & expensive marketing journey in getting there.

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