For a long time we felt we had a promising, but incomplete product. The box was a real revelation. What are your major successes and the difficulties encountered? The box! For a long time we felt we had a promising, but incomplete product. The box was a real revelation. We hesitated a lot about the price, which is €217 for the 7-piece box, so an expensive loss leader. But after having tested several formats, the success is there. It is also a real economic lever for the company. The box optimizes the cost of acquisition and builds loyalty. With 7 products from the same brand in her wardrobe, the retention rate is quickly beneficial.
The box also had an impact on production
It is on this subject that we encountered the main difficulty… When we started in the clothing sector, we had no indicator in terms of the minimum quantity to be manufactured to ensure the profitability of the project. Faced with the big market players like H&M Colombia Mobile Number List who produce their model at ½ billion pieces by completely breaking the product value, we realized that the model cannot support quantities of less than 50,000 pieces per year. It is therefore an area where there is no barrier to entry, but to last you need a minimum sales threshold. For you, what is a loyal customer? This is a customer who buys a new box each season.
The first year we had customers
Who ordered up to 6 boxes! The box reinforces the imprint of the brand in the child’s wardrobe and therefore the presence in mind when the need to DX Leads buy is triggered. We create a different link. The box is also a lever to increase the average basket. We noticed that 50% of box purchases were supplemented by one or two more items of clothing. When we started in the clothing sector, we had no indicator in terms of the minimum quantity to be manufactured to ensure the profitability of the project. Become the favorite brand of children. Let them react when a garment is not reversible! Above all, I want to be able to quantify the ecological impact of our minimalist wardrobes.