From Wallapop to Vestiaire Collective: What the ‘Brick’ learned from online

Barter, direct sale, multi -brand channel ... While the traditional physical channel began its transfer to the online world with the boom of the eCommerce, currently the models on the network make their way to offline to also conquer the streets.

Last year, sales through the Internet were already spent 4% of fashion billing in Spain, compared to 1.2% they represented in 2012, according to the online fashion report in Spain, prepared by fashion.It is with the collaboration of Kantar Worldpanel and the sponsorship of Salesforce Commerce Cloud.

In this context, many of the companies in the sector in Spain have a hard time following the rhythm of technologies and consumers, digital transformation: roadmap for the fashion sector luxury retail in Spain, prepared by IE.That is why those who are leading in the growth in the network are, mostly, digital natives.

They do, in many cases, with new tools, such as social networks, although also with traditional models in version 3.0.Now, these Pure Players of the Network also begin their landing to the street, moving business models and new online tools to the offline world.

An example is that of the Spanish Hawkers.The company used the consumer direct model to skip intermediaries and distribute glasses at affordable prices on the network.Now, the company prepares its jump to offline with its first store on Calle Cartas de Madrid, which will open this summer.The brand reset is being piloted by Carlos Maiz, former unequal manager who joined the Ecommerce company in 2016.

Hawkers used the ‘Direct to Consumer’ model to skip intermediaries and distribute glasses at affordable prices and now transfer it to the street

The change is a variation with respect to the direct consumer model purely online, since one of its characteristics is the fact of eliminating high entry costs due to skip the investment in the physical channel.

A similar case is Everlane's, basic man and woman clothes.The company, since its foundation in 2010, has opened two showrooms in New York and San Francisco.In the establishment, customers can test clothes and then acquire it through the online channel.

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Although the rental model of the rent is still incipient, it is one of the ones that most open the way, says the report of the IE, since young people prefer the experience the property.Traditionally, men have rented their costumes and slots, however, this was not usual among women, so far.The MS Collection or Rent The Runway were some of the pioneers of this trend.

In the case of the American Rent The Runway, the company began operating online and subsequently uploaded the blind of her first physical establishment.The company was initially specialized in luxury party dresses and has now expanded its offer to more affordable brands for other situations.Recently, Rent The Runway has signed an agreement with the Neiman Marcus department store to have a space within its San Francisco complex where to rent garments of more than four hundred designers.

The collaborative economy has changed the most traditional businesses, such as the hotel sector or that of travel, and fashion has not been exempt from this evolution.The model shares your closet allows the possibility of renting garments and accessories directly to other network users.Recently, it is breaking barriers to the luxury segment with platforms such as Villageluxe, known as the Fashion Airbnb in New York.

Rent The Runway has signed an agreement with the Neiman Marcus department store to have a space within its San Francisco complex

Another models explained in the IE report is the subscription.As if it were a magazine, customers receive fashion items with a frequency agreed in exchange for a periodic quota.White t supply, for example, sends a white cotton t -shirt to its buyers for thirty dollars the delivery.

Retail as service, or service models, is another business line for which companies like Stitch Fix bet.The company makes use of artificial intelligence to determine the needs of its client through a questionnaire.From there, a stylist chooses clothes and brands that will best adapt to the consumer, which will be sent to them in a box and he will choose those that interest him, returning those that do not.

Platform models are based on the creation of supports where to integrate the offer and leftover stocks of many brands, or multi -brand distributors, which need to reach a broader public volume.Customers buy items on the platform and it is the company who sends it to the final customer.Some examples of this model can be farfetch, focused on luxury, or the Spanish Modalia.

However, the platform model has some variants.Lyst, an aggregator from different online stores, allows the user to look for a product and the company redirects the brand page.Hyposers, meanwhile, has developed a platform to publicize new emerging designers and sell their collections directly.

Second -hand sale also has the network with the P2P models, which have allowed to speed up and expand the exchange.Some of the platforms are chicfy, wallapop or dressing collective, which put buyers and vendors in contact and are only responsible for ensuring quality and managing payment.Percentile, meanwhile, buy the products used and revert them.