A recent study by Kokoc Group has revealed the secrets of selling premium clothing on MP. Is it possible to sell expensive goods on marketplaces.
And here’s what you should pay attention to:
- Most users from the premium segment are ready to buy clothes in the price segment from 10 to 15 thousand rubles.22% of respondents say that they can afford purchases over 20 thousand rubles.
- Around 80% of premium customers small business email list use clothing to express their individuality.However, only 10% of users make purchases “on emotions”. 61% choose products based on rational and emotional justifications, and 27% – only rational ones.
- More than 80% of respondents primarily look at the quality of the product – material, design and fit.However, when buying expensive clothes, they also evaluate the level of service, the aesthetic presentation of the product and various points of contact with the brand.
Other factors to consider:
- Product:
- Mention materials with a description of their properties, for example: flowing silk. Also indicate the names of innovative fabrics, if they are included in the composition.
- Use restrained, elegant shades in production. Bright and acidic colors evoke associations with the mass market.
- Give preference to recognizable details, original inscriptions and prints.
- Shoot the product from different tips for compelling content angles, take close-ups of details, create dynamics in the frame.
- Brand:
- Tell the story of your creation, convey your philosophy and values to your clients.
- Use simple yet stylish logos and typography.
- Release limited edition and capsule collections.
- Communication:
- Take studio photos on neutral backgrounds, or in stylish interiors, urban or natural landscapes.
- Follow your brand’s ToV when answering customer questions and feedback. Don’t use standard wording and deliver information by telling a story.
- Show how your brand “lives” outside the marketplace. Create a website, social networks, collaborate with thematic bloggers and publish in the media.
This research confirms the demand for premium products, even in the face of a huge number of cheaper alternatives.
Take note of this if you sell premium spam data clothing on marketplaces.
E-commerce Predictions for 2025
Colleagues from Sostav together with Yes, today! Film asked e-commerce experts how retail will change this year.
We have collected 3 interesting facts that businesses should focus on.
1. People prefer to order goods online
Over the past year, sales of everyday goods on the e-grocery market have increased to 1.2 trillion rubles.
This means that consumers appreciate the benefits of delivery: its speed, freshness of products and the absence of queues.
E-grocery is gradually luring away customers from traditional retail, but a huge proportion of buyers still prefer to visit offline stores in person.
2. Sharing purchases is a new trend in content marketing
Many channels ask subscribers to share their shopping carts on various marketplaces and their latest purchases in the comments to increase engagement.
Such interactive activities collect good coverage and positive user reactions, which indicates audience interest.
3. China is a new competitor for Russian sellers in domestic MP
The appearance of Chinese sellers on Ozon has excited domestic producers.
However, experts say there is no need to worry, as it will be difficult for Chinese sellers to compete with Russians due to the language barrier.
Despite access to promotion tools, it is important to remember that Chinese sellers will first need to learn how to communicate with the audience and understand the culture and mentality.
At the same time, delivery of goods from abroad takes much longer, when an order from domestic sellers arrives at the pick-up point in a few days.
Plus, Russia is a fairly small market for China, since the latter trades worldwide and is the leader in e-com.
You can find the rest of the facts here.