Internet clothing outlet also offers a new feature for shoppers: ‘virtual’ outfit selection
ZAFUL (www.zaful.com), a Asia-based discount fashion website, created a whole new shopping experience for customers last year by establishing an interactive online community called Z-Me (www.zaful.com/me). Community members are able to share comments and experiences about products, purchases and services.
The opportunities for this type of consumer interaction are seemingly limitless and ZAFUL is now offering a way for shoppers to not only share comments but also create outfits online. After entering the Z-Me section and selecting “Create an Outfit,” community members can select tops, bottoms, shoes and accessories to see how they look together.
On this page (www.zaful.com/me/create-outfits) Z-Me members can adjust the size, express their opinions and seek feedback about items and outfits they have purchased – or are thinking about purchasing.
“This type of function, where shoppers can actually match up outfits online is new to the industry,” said ZAFUL Operations Specialist Benjamin Zhao. “It’s based on the younger generation’s experiences with interactive Internet platforms.
“This function allows shoppers to visualize what the outfit is going to look like and seek opinions of others. In addition to enhancing the shopping experience, it also builds the sense of community among the Z-Me members.”
Other online retailers have also come around to the concept virtual community marketing. Sammydress ( www.sammydress.com) recently added a “buyer show” function, encouraging users to share their look with others.
ASOS (www.us.asos.com) is now offering a “Fashion and Beauty Feed” that posts celebrity styles, shopping tips, outfit ideas and how-tos. Customers can offer their opinions with emojis and share these posts on their social media sites (Facebook, Twitter, etc.).
While Sammydress, ASOS and other e-retailers are aware of the potential of community marketing, very few have taken the major steps implemented by ZAFUL.
There are many other potential avenues for virtual community marketing, especially in the mobile market. E-retailers need to pay close attention to online shopping trends as well as changes in the ways their customers process and share information.
ZAFUL is a discount online fashion outlet that offers women’s clothing at discount prices. Items include dresses, tops, swimsuits, accessories, shoes, workout clothing and more. Sammydress and Rosegal, another two fashion e-stores focused on different markets are its sister sites. For additional information, visit www.zaful.com/about-us/.
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