1. Attention to sustainability
In the model described, the number of returns from 'traditional' online sales decreases drastically. Individual garments never have to be returned, but are simply returned every month with the next delivery.
Furthermore, the model prevents waste. Clothing that is not or hardly worn simply ends up with someone else the following month instead of on the landfill. In addition, the washing machine can be thrown out. Washing clothes centrally is much more efficient in terms of the consumption of water, energy and detergent.
2. 'Pay-per-use' instead of investing
Customers no longer have to buy expensive clothing themselves. After all, they temporarily 'rent' it for a fixed period. This reduces the chance of making expensive bad purchases, and in addition, spending on clothing becomes much more predictable. Very nice for the proverbial household budget.
3. Attention to personal preferences and circumstances
The model offers plenty of opportunities to connect with individual preferences and circumstances. After an initial questionnaire, you can get to know the customer better and better by, for example, having all items of clothing rated after each cycle . In this way, the customer indicates which items of clothing were or were not to their liking.
Through a Netflix-like algorithm, you can further refine the individual taste profile. Such analyses also offer scope for continuously fine-tuning the sizing. Finally, by offering tiered subscription forms, you can connect to everyone's budget and, for example, a preference for (more expensive) designer brands.
4. Optimal use of machine learning and AI
Intelligent algorithms can take a lot of individual customization off your hands. Machine learning and AI play an important role in optimizing clothing selection. You can also take into account the weather forecasts for the coming month, for example.
Revolution: thinking in services and customer experiences
Is this business model viable? Maybe, maybe not. Maybe consumers attach too much value to 'their own' clothing, or they don't like the idea of wearing previously used clothing. Maybe it turns out to be too much logistical hassle. However, it is about the principles that underlie the model. By thinking in terms of services and customer experiences instead of products, you can actually unleash market revolutions. As far as I'm concerned, that is the key to innovation. Anyone who dares to do that has potentially gold in their hands.
Influencer marketing is here to stay . The market is growing rapidly and companies are increasingly investing in this form of online marketing. Which companies can we learn from? Which influencer marketing organizations exist? And where can you go as a company if you would like to be advised on influencer marketing?
Several Dutch companies already employ an influencer marketer. Think of Coolblue, HelloFresh, BALR. and the Dutch Red Cross. Several start-ups also use this form of online marketing directly . There are even companies that have created an entire department for influencer marketing. Like the Dutch watch brand CLUSE .
You might know CLUSE from Instagram, as they have almost 1 million followers on the medium. It is a minimalist watch brand for women, aimed at millennials. The watches are sold worldwide in stores in 40 countries.
CLUSE has positioned itself well among the india telegram data target group, partly thanks to an influencer. Now millennials are quite picky and you can only position your brand well once. Therefore, like CLUSE, select an influencer who can strengthen your brand. This influencer will be an example for the brand and will propagate it further.
Influencers follow influencers
Influencers often follow other influencers. For example, we often see that if one large influencer has a collaboration with a brand, other influencers also want to work with that brand. There is a good chance that the micro-influencers will come to you to ask if they can do something for you.
Therefore, work together with influencers who have such influence. Budget is of course decisive here. CLUSE was able to start a collaboration with Negin Mirsalehi (4.9 million followers on Instagram ). Together, CLUSE and Negin developed a limited edition watch, with an exclusive campaign.
Now, a dream campaign like this is not for everyone. CLUSE once started with influencer marketing in a different way.