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2010
Touring to save small fashion business
There’s already quiet a decent collection of unique business ideas for hospitality business and restaurant owners, some interesting ideas for funeral business as well as few good examples of successful small business in other niches. But somehow I never write about fashion business though this market also suffers severe crisis and needs some unusual fresh ideas to make it up till better times. Today I will restore justice and tell about a very creative move that helped one German brand to significantly boost sales.
Popular German brand Clemens en August decided to close all shops around the country and now their clothes is only available on tour. Each season they travel to international cities, selling collections in contemporary art galleries for only three days at a time. Such tour system allows to cut out the retail margin and sell exclusive items for much lower prices. Company’s moto is „A new exclusivity based on limited availability and not on an overpriced ticket”. Company’s founder Alexander Brenninkmeijer says that they do not have a marketing budget and their only source of advertising are personal e-mails to users registered on brand’s web page as well as a word of mouth. By the way, such tactic proved to be effective as for the last few seasons the quantity of registered users has doubled while sales increased for 30%.
I’m totally thrilled by such simple yet truly innovative approach to fashion business! Clemens en August took the idea of touring from music business, added a touch of art by selling at the galleries, made these sales exclusive by selling limited quantity of items during a very short periods and ended up with perfect commercial performance while competitors are hardly make both ends meet.
www.clemens-en-august.com
