If you want to find a category with huge business opportunities, the fashion category with a trillion-dollar industry scale is definitely not to be missed! Especially in Europe, the fashion category showed strong momentum. It is predicted that online sales of fashion categories in Europe will maintain an annualized growth rate of about 7.5% from 2024 to 2028, reaching a scale of US$240 billion by 2028*.
Saiwei Times, which started with a large number of SKUs, has gradually grown into a leading seller in the clothing category with annual sales of hundreds of millions of dollars on Amazon in the United States. In order to build a global brand to further enhance its competitiveness, and to explore new business growth points through a diversified business structure, since 2021, Saiwei Times has begun to increase resource investment and vigorously develop the European station business. By the end of 2023, Saiwei Times has achieved sales of tens of millions of US dollars in Europe!
Due to the close fashion trend between the United States and Europe, Saiwei Times uses Amazon's selection compass to try to directly expand the selection of the American station to the European station, and carries out secondary innovation and customization according to consumer feedback and local demand in Europe, combined with the selection data of the business opportunity detector. Amazon's "Fashion Trend Report" also helped Saiwei Times to obtain consumer insights, predict fashion trends, and judge the color choice of new products when the women's clothing category was developed and launched.
In order to better expand the European station, Saiwei Times chose to join the Amazon seller growth service, and the exclusive consultants who have been deeply involved in the European station for many years provided professional advice and comprehensive operation guidance, and determined the strategy of reorganizing the team, with product selection + maintaining a new rhythm as the operational entry point. In addition, with the help of the exclusive consultant of Amazon Seller Growth Service, Saiwei Times also obtained brand exposure and display opportunities on the Fashion homepage of the European station, and displayed on the same stage with a number of international brands. With the support of official resources and the team's ultra-high execution, Saiwei Times has maintained new products and rapid sales growth in Europe.
Through Amazon's "Customer Favorite" program (CML), Saiwei Times also obtains free exclusive internal and external traffic support for new products, and participates in FSE (Amazon Fashion Seasonal Event) brand marketing activities, and the products are promoted by off-site celebrities, using multiple on-site and off-site marketing methods to promote on-site sales and accelerate new product orders!
Before entering the Amazon European station, Baleaf specialized in the North American station, starting with cycling shorts, and gradually developed, with cycling, outdoor, yoga, running, swimming these five sports (Sportswear) as the main products. The team found that sports products are in great demand in Europe and the United States, the target group has a deep-rooted sense of sports, and the consumption of sportswear has a long history, which is very suitable for rapid expansion from North America to Europe and further expand its business territory.
Faced with a large number of SKUs and new products in the fashion category, Baleaf chose to use the European Integrated Amazon Logistics Service (Pan-EU) to automatically synchronize the product links to the five European countries (English/French/German/Italian/Spanish) to achieve low-cost testing and new products, and then accelerate the promotion of potential products in a targeted manner. At the same time, the Pan-EU project also allows Baleaf to share inventory in European countries, reduce the out-of-stock cycle, and clear redundant products across borders, realizing the rapid development of three stations in France, Italy and Spain in addition to the two major stations in Germany and the United Kingdom, with sales increasing by more than 50% year-on-year!
The Baleaf team found that Europeans prefer cycling and running, so they chose to promote cycling tops and bottoms and running culottes in Europe, and the product development team independently developed the selection in Europe. The team used the product selection compass to simultaneously expand the popular models in the United States to Europe, and used the big data of product selection provided by the business opportunity detector to monitor the industry change trend of related categories. At the same time, with the help of Amazon's "Fashion Apparel Trend Report", we can follow up the trends of the latest categories, styles, colors and price bands in a timely manner, better understand consumer needs, gain insight into opportunities, develop blank new product lines, and do a good job in product layout.
Baleaf connects with local resources in Europe through the matchmaking of exclusive consultants of Amazon Seller Growth Service, and cooperates with overseas Internet celebrities to actively promote Sportswear's multi-platform linkage marketing on off-site social media such as Instagram and Tiktok. In 2023, it will also participate in the FSE (Amazon Fashion Seasonal Event) brand marketing campaign in conjunction with Amazon, penetrate the offline marketing scene, and promote the conversion of massive off-site traffic into considerable on-site sales!
Founded in 2011, Suzhou Huawufeng Group took the independent station as a starting point, skillfully used SEO marketing strategies, and achieved a successful start with the help of industrial belt advantages + self-built factories. In 2015, the team further expanded the product line, laid out the light dress women's clothing category, and redefined the brand positioning based on customer feedback, using clothing as a "catalyst for self-expression" and vigorously carried out brand building. After expanding from Amazon's US station to the European station, Huawufeng Group started from the German station to open Amazon's European integration service and "Pan-European Plan", with the support of official multi-dimensional resources, efficient operation, and opened the road to creating explosive models!
At present, a single brand in Europe is composed of 3 members, 1 European brand director is responsible for the overall operation management, formulation of operation goals and completion paths, and 2 team members are responsible for the daily operation of sub-sites, maximizing the effect of team cooperation and efficiently completing the operation indicators. With the help of tools such as Business Opportunity Finder and Product Selection Compass, the team will analyze the preferences, buying habits and trends of European consumers in a targeted manner, pay attention to local buyers' evaluations and feedback, and continuously optimize products and services. At the same time, we will also maintain regular communication with the seller manager to obtain official resources such as European characteristic product selection materials, advertising review, and promotional traffic support to support business development!
For the problem of cold start of new products, Hua Wuqian Group chooses to use Prime discount + coupon + Vine plan for cold start after the arrival of the product, to help the new product link reach the middle and high ranking of the category in the early stage, cooperate with advertising and other promotion tools to strive for seckill qualifications, accumulate sales data, and realize a virtuous cycle of new product sales.
Huawufeng Group has set up a return rate optimization project team for the product, which is regularly reviewed, combined with Amazon's official return rate report and buyer reviews, synchronizes customer feedback to the development team, and refines the size information, optimizes the listing, regularly tracks the optimization effect, and tracks whether the data is improved.
Explore more future business opportunities in the fashion category, and Amazon will fully help you! Make the most of the official selection tool + selection recommendation report to start your fashion selection journey~