Case Study Of Vancl: E-Commerce And Fast Fashion Industry

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E-commerce and fast fashion industry Vancl is one of the largest online apparel retailers in China with a revenue growth rate of 29,577% from 2007-2010. It has become the first online business-to-customer (B2C) brand for men’s clothing in China, surpassing its rival only few months after its establishment. Vancl has succeeded in its product and brand positioning and is now extending its goods to shoes, women’s apparel, and even household goods. It has made its name familiar to the Chinese market through utilizing a unique online marketing model via advertisements. In 2012, Vancl took 5.3% of the share in independent sales turnover of the entire Chinese online shopping market (Wei & Zhou, 2011). It is a testimony of a successful e-commerce fear for the fast fashion industry. Its success can be attributed first to the right choice of the initial entry point to the market—men’s clothing. Since it is an online retail store, Vancl decided to provide a product that is essential yet standardized and relatively simple. This made it easier to adjust and meet the needs of the customers. The company tapped on to the idea that men have less sophisticated apparel choices. They tend to wear shirts that would only vary in patterns and colors. Thus, Vancl created a model that is adapted to the consuming habits of men in the most convenient option. Next, the brand position of Vancl is relatively simple, easy, and natural. The brand name itself means “ordinary customers”, thus

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