Fashion – the basics of fashion mail order

Milan, New York, Paris and of course Berlin! The German capital is now one of the fashion capitals of the world. Since 2007, the fashion weeks have been held twice a year. In addition to established designers such as Hugo Boss, Wolfgang Joop and Dorothee Schuhmacher, young designers in particular present their fashion. For many young fashion designers, the Berlin Fashion Week is a springboard to the catwalks all over the world. This year’s second fashion week kicks off today. Until 6 July, Berlin is the centre of the fashion world.

Reason enough to take a closer look at the fashion world, especially the online fashion trade. In the coming weeks, we will report on the challenges of fashion mail order start-ups using Gentlenero as a practical example, give tips on shipping fashion and answer the most frequently asked questions on the subject. In addition, we will also look at the psychological side: how important is packaging for customer loyalty and what does it say about the value of the goods? Of course, an unboxing is not to be missed!

Individual packaging with printed boxes

Unicoloured standard boxes are functional, but also inconspicuous. The three fashion suppliers all have one thing in common: the shipping carton is unmistakably associated with the company. The boxes are personalised and bear the company logo.

Individually printed packaging as a marketing tool

Cardboard boxes printed all around catch the eye! This also makes people curious who are not yet customers. During the entire supply chain, the package uses the reach and spreads the brand name and thus also the linked advertising message. An eye-catching design attracts attention from afar and informs even the neighbours about the incoming delivery. Boxes with seasonal motifs, such as Christmas, are very popular. The boxes are reused, for example to wrap gifts or to store and keep items. The product life cycle is extended and the brand is established in the customer’s everyday life.

Packaging has an impact on customer loyalty

Customer loyalty without personal contact is not so easy. In retail, salespeople can build a corresponding relationship with the customer through competent advice, the tactile experience of trying on clothes and a friendly demeanour. Online retail, on the other hand, has to struggle with returns: the trousers are ordered in several sizes for trying on, the colour of the dress makes one pale or the shoes are uncomfortable. For the product to be convincing, individual, high-quality printed packaging is essential for the customer relationship. Because it determines how the product is perceived and remains in the customer’s memory. If the packaging of the ordered fashion items creates a positive feeling in the customer, this has an influence on the product evaluation. One aspect that is very important to consumers is environmental protection. Plastics should be avoided if possible, and the use of recyclable materials is worthwhile. This strengthens the image of a sustainable company.

Simple returns processing

The biggest three online mail-order fashion retailers rely on free returns. Otto gives a so-called satisfaction guarantee and bonprix speaks of a voluntary return guarantee. With both fashion retailers, a free return of unworn clothing can be processed within 30 days. Zalando tops this period threefold: unworn shoes and garments can be returned there for 90 days and that too free of charge. A top service that customers benefit from. The garments can be ordered in different designs for trying on and the customer is not under any time pressure and can decide to buy in peace. Of course, it is also an advantage to give the customer several options for returning the items for maximum flexibility: Delivery to the parcel service, pick-up at home or even in a stationary store.

Fast delivery times

Order your new outfit today and receive it tomorrow? This service is familiar from Amazon Prime. And experience shows that customers are impatient: those who order online expect fast delivery times, preferably immediately. But the three fashion retailers do not offer this service. Depending on the online shop, the delivery time for items in stock varies: Otto is ahead with delivery times of one to two days. Zalando and bonprix guarantee to receive the ordered clothes, shoes and accessories within three to five days. Express delivery is only offered at additional cost.
Delivery times depend on different factors:

Time of the order
Depending on when the order is received in the online shop, the parcels have already been picked up by the parcel service. At Zalando, for example, this is the case from 3 pm. If a pair of trousers is ordered after this time, the delivery of the fashion consignment will be delayed by one working day. If an order is placed on days when no parcels are posted, at the weekend or on public holidays, the delivery will also be delayed until the next working day.

Payment method
When ordering by invoice or direct debit, goods may not be dispatched until payment has been received. The customer should be informed of this before placing the order. Alternatively, other payment methods should be offered.

With faster delivery times, fashion retailers can set themselves apart from competitors online. This is so popular with customers that the delivery service DHL is offering DHL Same-Day offers its own service for online shops: Same-day delivery or within 24 hours – with direct API connection to the online shop.

Can smaller online shops keep up?

Although shopping in online shops is becoming increasingly popular and sales are rising year on year, it is mainly large e-commerce platforms that benefit from this. Smaller online shops can only record a small increase in sales. Attractive packaging, simple returns processing and fast delivery are the basics for satisfied customers in fashion shipping. However, small fashion retailers can add personality to their shipping. A small note can be added to the package: “Packed with love by…”. There are no limits to creativity. It is important to see the size of the company as an advantage and to communicate this.

How does that work?

We were allowed to accompany and advise an up-and-coming fashion label from our region over the last few weeks: Starting next week here in the blog!