TABLE OF CONTENT
Introduction
In 2010, Jane Lu founded Showpo, an Australian online fashion retailer, specializing in clothing, shoes, and accessories for women. Showpo’s business model is based on the concept of fast fashion, which quickly designs, produces, and sells trendy clothing at low prices. This article will take a closer look at how Showpo’s entrepreneurial spirit, focus on social media, and innovative marketing strategies have made it one of the most successful online fashion retailers in Australia.
The Early Days
Jane Lu opened a small physical shop called “Show Pony” in Sydney after graduation but soon realized that her e-commerce store was making far more sales with less effort. She decided to shut down the physical shop and focus on the website. From then on, there was no turning back for Showpo.
Business Model
Showpo operates as an e-commerce business, selling its products online through its website. The company provides on-trend and affordable fashion options with a wide range of products, including clothing, shoes, and accessories. Showpo’s business model is based on the concept of fast fashion, which quickly designs, produces, and sells trendy clothing at low prices.
Fast Fashion
Fast fashion is a term used to describe the practice of quickly designing, producing, and selling trendy clothing at low prices. It allows companies like Showpo to quickly respond to trends and offer new products at low prices, which is a key driver of their revenue. However, it can lead to overproduction and waste, as well as poor working conditions for the workers who produce the clothing.
Pros & Cons of Fast Fashion
Fast fashion allows companies like Showpo to offer trendy clothing at affordable prices, which is appealing to many customers. Additionally, it allows retailers to quickly respond to trends and offer new products, which can attract customers looking for the latest styles. However, it can also lead to overproduction and waste, as well as poor working conditions for the workers who produce the clothing.
Business Strategies
Data Analysis
Showpo uses data analysis to make decisions about its product offerings and pricing. The company tracks customer behavior and preferences, and uses this information to make informed decisions about which products to stock and how to price them. By using data analysis, Showpo is able to stay competitive in the fast-paced fashion industry and stay ahead of the trends.
Social Media Marketing
Showpo’s innovative marketing strategies have been a major contributor to its success. The company uses a combination of “always-on” campaigns and product launch campaigns to increase profits and improve return on investment. Showpo also runs specific campaigns during the holiday season to target events such as Black Friday. The company now runs two to three proper campaigns per year to address specific strategic challenges. Each campaign is unique and tailored to address specific strategic challenges.
Affiliate & Referral Program
Showpo also uses affiliate and referral programs to make money. The company partners with bloggers and influencers who promote Showpo products on their social media platforms. Showpo also offers a referral program, where customers can earn rewards for referring friends and family to the website.
Traditional Marketing
In addition to these strategies, Showpo also makes money through traditional marketing methods such as paid advertising and email marketing. The company also offers a loyalty program, where customers can earn points for every purchase they make, which can be redeemed for discounts and other rewards.
International Expansion
Showpo has been successful in expanding beyond Australia by focusing on geographical diversification and appealing to international customers. The company’s international revenue is growing 20% faster than its domestic (Australian) revenue. Showpo has invested in innovative technology to enhance the customer experience and maintain its position as a leader in the online retail industry. For example, the company has partnered with Meta, a platform that uses artificial intelligence to create 3D models of clothing, allowing customers to visualize garments in a more realistic way. This partnership has improved the customer experience and has also allowed Showpo to reduce its return rates. Additionally, the company has developed its own proprietary technology, such as its “Snap to Shop” feature, which allows customers to upload photos of outfits they like and receive recommendations for similar items on the Showpo website.
Sustainable Fashion Collection
In addition to its focus on technology and marketing, Showpo has also demonstrated a commitment to sustainability and inclusivity in the fashion industry. The company recently collaborated with Married At First Sight’s Domenica Calarco to launch a sustainable fashion collection. The collection is designed to fit all body types and features a range of dresses, tops, skirts, and pants. Calarco was involved in the design process, bringing a personal touch to the collection. The collaboration between a popular reality TV personality and a successful online fashion retailer highlights the importance of sustainability and inclusivity in the fashion industry. Showpo’s founder and CEO, Jane Lu, has also spoken about the company’s commitment to sustainability and diversity, demonstrating a holistic approach to the company’s operations.
Rival
Showpo’s main rival is popular fashion e-commerce company, The Iconic. Both companies have similar business models, operating as e-commerce
companies specializing in women’s clothing and accessories. They also share a focus on fast fashion, with frequent updates to their product lines to keep up with the latest trends.
However, there are some key differences between the two companies. The Iconic has been around longer than Showpo, and has a larger market share in Australia. It also has a broader product range, catering to both men and women, as well as offering sportswear and beauty products.
On the other hand, Showpo has a reputation for being more affordable than The Iconic, and is known for its playful and feminine style. Showpo also has a strong social media presence, with a large following on Instagram and other platforms.
Key Success Factors for Showpo:
- Agile and adaptive business strategy to stay ahead of the competition.
- Effective use of social media and influencer marketing to reach and engage with their target audience.
- Strong supply chain management to ensure timely delivery of products to customers.
- Focus on providing high-quality, on-trend fashion items at affordable prices.
- Constantly innovating and introducing new product lines to keep customers engaged and returning.
Showpo’s Impact and Future in the Australian Online Retail Industry
Showpo has established itself as a successful and innovative fashion e-commerce company with a strong brand presence and loyal customer base. By focusing on providing trendy and affordable fashion items and leveraging social media and influencer marketing, Showpo has been able to differentiate itself from its competitors and maintain its position as a leading player in the industry. Going forward, continued innovation, strategic partnerships, and a customer-centric approach will be key to sustaining Showpo’s success in the highly competitive fashion e-commerce market.
Credit Sources:
- SmartCompany: Shark Tank judge and Showpo founder launches online course business
- News.com.au: MAFS Domenica Calarco launches fashion collection with Showpo
- SmartCompany: How Showpo is using AI and 3D models to take on fashion retail
