Posts in category: Fashion

Sustainable fashion isn’t a new concept. Everyone, from brands to governments to consumers, has talked about it in recent years and tried to implement measures to address the negative impact of the fashion industry on the planet and society. In the last year, there have been severe discussions and legal implementations that the government has done, mainly in Europe, to combat this problem officially. 

So, what can you do as an e-commerce fashion brand to be part of the solution? In our last blog about sustainable fashion, we talked about actions you can implement and elements to consider a sustainable fashion brand. You can check it out for further information.   

This time, we focus on one of the essential parts of fashion brands, Sourcing, and how it can be ethical.

 Let’s start with the basics. What is ethical sourcing?  

Ethical sourcing takes into account social (decent working conditions), ethical (good business ethics), and environmental factors (creates less waste) for the selection of suppliers. The finality of ethical sourcing is to minimize the negative impact of sourcing raw materials and manufacturing.   

As a fashion brand, it is essential to be responsible for all your business’s actions. It is your job to ensure that in the place where your products are made, there are no unfair labor conditions, child labor, or massive disruptions to ecosystems.   

 Why is it important for fashion brands?  

Implementing ethical and sustainable measures for your brand may seem difficult in the short term. However, it will have positive economic, environmental and social results mid-long. Taking care of the resources we have now will help to have enough to sustain current and new generations. This also applies to fair labor conditions. By allowing people to improve their lives, businesses will get a better qualified and educated workforce that can sustain enterprises too. 

In summary, here are reasons why Ethical Sourcing is essential:  

• A business reason, brand reputation, improves for businesses that implement and stick to high standards.  
• Ethical sourcing helps build a more sustainable supply chain, reducing carbon emissions and waste.   
• Ensuring employees receive fair treatment and a living wage is a human right and is the right thing to do.  
• Good working conditions lead to higher productivity and better products made in safe, clean environments. 

End-Customer Expectations

European consumers have been the most aware and interested in changing their spending habits and focusing on the brands they buy from. Consumers in this region are demanding brands actively implement sustainable practices in their business, mainly in their supply chain.   

In the last few years, there have been exposures of brands that work with suppliers that exploit their employees, with unfair and unsafe working conditions, child labor, and others that violate human rights. Society has also paid more attention to the negative impact of the fashion industry and overconsumption on the environment.  These have been why consumers and the government are asking brands to change how they do business, and consumers are changing their shopping habits.   

Top consumer’s expectations and views on sustainable fashion:  

• According to YouGov, 42% of Europeans consider buying ethical and sustainable apparel essential.  
• A survey from Mintel showed that 59% of Germans agree that their consumer behavior can make a difference to the environment.  
• Consumers in Europe are seeking more durable and timeless products.   
• Shoppers will seek value in purpose, supporting transparent brands that make a difference as they profit to ensure their everyday consumption choices align with building a better future.    
• Recent events, mainly after the pandemic, the war in Ukraine, and the violations of labor rights in some third-world countries, have made consumers see how interconnected the world is, and more people are aware and concerned about the future, the environment, and the communities affected by their everyday choices and habits of consumption.   
• As the market becomes saturated with sustainable claims, consumers are more aware and test brands for transparency to support those genuinely making an effort to be better for the planet. 

Here is a profile of Germans who care about Slow Fashion by YouGov. This survey was conducted in 2021. 

It is a fact that consumers want to actively support the planet and society, and one way to do this is to support companies that operate in a socially and environmentally responsible manner. Another factor that comes into play is that they want products that last longer and help reduce waste. For this reason, price alone is no longer the most crucial factor for many shoppers. It is time for brands to pay attention and find ways to meet this demand while remaining competitive.   

What is the EU government doing to regulate and motivate sustainable fashion?  

For quite a few years, some fashion brands, non-governmental organizations, consumers and governments have been looking into how to improve environmental and working conditions and properly track and measure performance and results.   

Since last year, the European Union and local governments in France, Germany, Norway and The Netherlands have introduced stricter policies to change how fashion brands source and manufacture their products, become more transparent to consumers and end greenwashing marketing.  

Here are some actions the EU government is implementing as part of the action plan to be executed between 2023-2027.  

• EU Commission: has introduced policies to crack down on environmental claims that mislead consumers. Before brands can advertise their credentials, they must dig deep into their operations and supply chains to gather the data they can accurately promote.   
• Germany: The government has stricter requirements to make brands more accountable for bad behavior in their supply chains.   
• France: From 1 January 2023, this country made it mandatory for fashion biggest companies to provide shoppers with detailed information on environmental characteristics, such as the proportion of recycled material in a product, where garments are sewn, and materials woven.  
• Norway and the Netherlands have ruled out significant misleading marketing advertising about sustainable claims.   

These policies will take time for fashion brands of all sizes to adjust, implement and comply. However, this is the correct movement towards a sustainable industry.  

How can your brand be part of the solution?  

For small-medium sized (SME) brands, it can be harder to fully comply with fashion sustainability, mainly due to having lower economic, infrastructure and staff resources than more prominent corporations. However, it is not impossible to implement ethical sourcing in their business.  

Here are some aspects to consider when choosing a supplier:   

• Be able to track a garment’s production from beginning to end. For example, this new technology platform called FibreTrace offers real-time verification of products as they move through the global supply chain. 
• Evaluate raw material sources. 
• Make sure wages are fair and the well-being of employees.  
• Evaluate commercial practices  
• Environmental justice  
• Governance or brand ethos  

As part of your strategy to become more sustainable, it is also essential to consider what measures your business partners take to contribute to sustainability. Especially as an e-commerce brand, you would look at how your products are delivered and whether it contributes to the solution.   

Selling in the EU through marketplaces that align with your values and social responsibility commitment is essential, because the fashion industry is moving towards a new era and with-it consumers’ demand. This means that brands that sell their products in marketplaces that support and act towards sustainability will be able to move along with what government and society asks from brands and remain competitive.   

Within the EU, Germany is the largest market. It houses the most influential fashion and lifestyle marketplaces that do everything in their power to contribute to a solution to a more sustainable fashion industry. These are Otto, AboutYou, and Zalando. In our blog “Sustainable Fashion in Europe,” you can find further information about their full measures. These measures help your brand be part of the solution and succeed in the EU market.   

BorderGuru Channels, as part of the Otto Group, can help your fashion brand become part of these marketplaces. Partnering with us gives you exclusive access and the tools needed to successfully aggregate and accelerate your brand into Germany and the rest of the European market.

Contact us to partner up now!  

In a world where people can access products from various countries, companies must strategize to be more competitive and continue to grow. A way to stay ahead of the competition is to know and show what differentiates your products from others and what value they offer consumers. For this reason, you should communicate your Unique Selling Proposition (USP) across your sales channels, including social media.  

If you are looking for tips to create or improve the USP of your company and promote it better, then you are in the right place. Here we show you what a unique selling proposition is, how you can find or improve yours, and how our solution can value your brand.   

What is a Unique Selling Proposition?  

According to the Entrepreneur.com Encyclopedia, Unique Selling Proposition is the reason or reasons presented by a seller that argues that a product or service is different and better than the competition.  

In simple words, USP differentiates a brand in terms of how the product covers what customers care about that competitors are not. Let’s say, for example, you sell lingerie and women care about comfort when they wear a bra. Your USP could be selling comfort instead of just “lingerie.”   

Remember that you do not need a unique product to have a strong USP. Instead, find what consumers are interested in and analyze what competitors are doing to see the white spot where you can plant your products and develop them to position yourself differently. In the end, all areas of your business must work around your USP, and all your marketing and communication strategies must be consistent.    

What is not a Unique Selling Proposition? Marketing offers such as discounts, free shipping, 24 / 7 customer service, and an excellent return policy are not USPs. Because they are not unique on their own and quickly copied by competitors. Especially now in the connected world, we live in, consumers expect these features, which so many companies now offer.  

So then… How can you find your Unique Selling Proposition?  

Now that you have seen the definition of USP, here are some tips on creating, uncovering, or refining your Unique Selling Proposition.   

• Start by listing all potential differentiators of your product and what you sell. Get particular breakout products, your values, what you think your product solves or covers the needs and wishes of consumers, and how it does it.   
• Research the USP of your competitor and look for gaps where you can potentially introduce your products differently.   

• Compare your unique features with your target market needs. Perhaps you can find the needs of customers or pain points not covered by competitors, which you might be able to position.   
• Once you have all the data, highlight your most vital USP and think about how it can be applied across your business. From your brand name to your shipping and return policy, to advertising to reinforce the idea to your audience. 

With the vague idea of your USP, it’s time to get it down on paper as a position statement:  

[YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].   Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].  

Although this will not be precisely what you will advertise on your website, it should help you better clarify your USP, your audience and any specific differentiators. Once you have a clear USP, it can be used on your website, slogans, ads and social media.   

For example, Dove positioned its product not as a soap but as a moisturizing beauty bar. As its beauty product portfolio has grown, it has positioned itself as “The home of real beauty,” as the brand is committed to “helping all women realize their beauty potential by creating products that deliver real care.” 

Remember that your USP is how you position your products in the eyes of consumers. Get it right to remain competitive within your industry.   

Are you ready to take your business to the next level? Are your products unique and with a strong USP? Then it is time to reach your current and potential European customers through the most popular and unique European marketplaces. Sell your amazing products in Otto, About You, Zalando, Bol and much more quickly with BorderGuru Channels. Our solution helps you aggregate and accelerate your business growth in the European market.   

Do not wait any longer and contact us now!

Live Shopping – The newest online shopping concept is here to stay, as more fashion businesses worldwide look for ways to implement it successfully. It first became popular in China, further expanding to Europe and the US during the pandemic.  

But what is Live shopping? How does it work? And where is it currently popular?  

What is Live shopping?  

Simply put, it is the modern way of TV shopping. Online live shopping is a new way to narrow the gap between online and brick-and-mortar shopping experiences. Since many consumers like to buy in physical stores because of the look and feel and immediacy of buying products, this new online shopping method offers a closer experience than in physical stores. 

During live broadcasts, brands talk about trends, current offers, products, and advice on how best to style them. Presenters and models try the clothes and give their opinion on the look and feel of the outfit. In addition, viewers can ask questions, receive real-time answers via live chat, and buy the products presented on the spot, using exclusive discounts available only during the live broadcast. 

Image source: The Baltic Times

Where did the trend start, and where has it become famous now?   

Live shopping became first popular in China in 2017 among young people. It rapidly became a trend, and since then, it has grown at rates of 280% per year until 2020, according to a report by McKinsey. Live shopping was worth over $300 billion in 2021, vs half the amount in 2020.  

Since the pandemic, this way of shopping has become popular in Europe due to consumers looking to get inspired to buy clothes and other fashion items. They have become more aware of live shopping events, mainly held on companies’ websites.  

One of the markets in Europe that have been more open to shopping at online live events is Germany. Consumers in this country are more triggered and likely to buy products online from live shopping vs other European countries, such as the UK, France, Italy, Netherlands and Sweden. This is all according to an online survey by iPaper and Epinion in 2021.  

Since Germans like to research products before making a purchase, it is essential to provide content that differentiates a brand from another, to gain their attention and trust in buying from one to the other. Nowadays, consumers browse the Internet for inspiration, and live shopping can be the game changer to offer the extra value and user experience that sometimes goes missing from online shops.   

Which Marketplace has successfully implemented inspirational Live shopping in Germany? 

Regarding Fashion, the number one platform in Germany and Europe that successfully implements inspirational online shopping and live shopping events is About You.   

This Marketplace aims to digitalize the classic shopping stroll by creating an inspiring, personalized and unique shopping experience on the smartphone. These have led them to make decisions from the layout of their website to content, to organizing offline and online events, such as fashion shows and live shopping, to working with more than 1000 well-known and inspiring influencers.   

They have an entire team of employees and influencers who work in live shopping streaming, which has brought positive results to them and the brands participating in it. 

How can About You benefit US brands that want to expand to Germany and the EU?  

With About You consumer base in Germany and the EU, and the marketing initiatives that implement it, it can provide US fashion brands with the opportunity to increase sales and awareness, positive reputation, customer acquisition, retention and loyalty.   

About You continuously improves its techniques and technologies to stay up to date with the latest trends in online sales and the fashion industry. In addition, the best possible online shopping experience differentiates it from other platforms.   

Consumers in Germany and other EU markets perceive About You as an interactive online shop that inspires them to be and express themselves. It is also a marketplace that stays connected with its audience through social media, live shopping and influencers. These give a sense of reliability that positively impacts fashion brands that sell their products on this platform. 

You can find more information regarding About You in our blog “ABOUT YOU- The Most Inspiring Online Fashion Shop in Europe.“ 

How can your brand be part of About You?  

BorderGuru is the answer. We are part of the Otto Group, which About You is also part of. We offer your fashion brand the opportunity to enter the German and European markets by aggregating and accelerating your fashion brand’s growth in this and other exclusive marketplaces.    

Our solution takes care of all the complexity associated with international expansion, so you can only focus on selecting the products that will sell on this platform and profit.   

Become part of About You and start your success story by contacting us!   

What is better than your brand reaching millions of new customers through one of Europe’s leading fashion marketplaces?

Stay and learn more about Zalando Marketplace, a leading online fashion and lifestyle platform in Europe, and how your US brand can successfully expand to Europe through Zalando.

Zalando was founded in Berlin, Germany, in 2008. It started as an online shoe store and has now become a leading online platform for fashion and lifestyle products in Europe. The company has made bold moves from the start and has never given up on its goal of reimagining the fashion market for the good of all.

Their substantial expertise in fashion, technology, and convenience has enabled them to offer their customers a wide range of brands and services tailored to their needs. This is how they reimagine fashion.

Zalando’s strategy consists of three main elements: customers, brand partners, and infrastructure.

• Customers: Zalando is a customer-focused company. Its platform is based on providing the best user experience by offering the maximum availability of current trendy fashion products and inspiring them with a high level of personalization, creating inclusive products suitable for every customer. They also invest heavily in suppliers, payment, and customer service to meet customer requirements.

• Brand partners: As brand partners profit from Zalando’s customer base by becoming part of their platform, they provide digital and infrastructure services that make it a great business opportunity for brands to broaden their customer reach and sales growth.

• Infrastructure: Zalando, as an online platform, Infrastructure is the basis for offering its service to customers and partners. They are committed to internally developed and continuously improved technological solutions and processes. Zalando’s expertise in warehousing, delivery, customer service processes, and content creation is fundamental to their business.

Due to its strategy and continuous improvements, Zalando has currently achieved these results:

These results show how successful it has been in the fashion and lifestyle industry in e-commerce in Europe. Proving to be one of the best options for brands that want to step up and reach millions of customers on this continent. Zalando delivers results, reliability, and commitment to the table

The app 

Technology is the key to Zalando’s growth. Having an app that meets the needs of today’s technology-savvy consumers is essential to stay competitive.

The app was launched in Germany for the first time in 2012 and the rest of the EU countries in 2014. Since then, the app has improved and offers new features as consumer needs and trends change.

Zalando’s vision is to be the first choice for all consumers’ fashion needs. Their three premises are endless choice, seamless convenience, and tailored digital experience.

Do you want your brand to succeed in the European market? Are you interested in offering your unique products, not in one or two, but in 25 EU markets?   

As can be seen, this is possible with Zalando, which has 45 million active customers in 25 European countries. For a unique user experience, it offers more than 20 local payment options, regional logistic service providers, and content and customer service in 19 languages.

Zalando offers brands endless opportunities to achieve brand awareness, customer reach, and sales growth goals. They have run more than 14,000 marketing campaigns, worked with more than 1,600 brand partners, and have a network of more than 500K influencers within Europe.

With all this, your brand will have the exposure and tools necessary to succeed in the German and European markets.

Build positive habits for a better future for fashion, the environment, and society

As a large and successful e-commerce platform, Zalando is responsible for caring about people and the environment. This means every action has positive or negative consequences, and it’s in the company’s hands to implement measures that result in a positive impact and act as a role model.

Zalando is fully committed to sustainability. Therefore, they want to nurture a better future for fashion and bring along their customers and brand partners.

In the last few years, it has taken several measures to be part of the solution towards sustainability. These are:

• Source 100% renewable electricity and reduced emissions from their operations
• Eliminate single-use plastic by 2023
• Launched the sustainable flag in their Fashion Store to help customers find more sustainable items, and tripled their more sustainable fashion assortment
• They launched their first Circularity strategy in 2021
• Created a section for customers to purchase secondhand clothes
• Have a team to teach their customers how to make their clothes last longer

Now that you know more about everything Zalando has built to provide brands with the resources and customers they need to succeed in the European market… Are you excited and imagining your brand being part of this booming marketplace? 

Zalando is the answer if your US brand is ready to take the next step in international growth. Europe is an important market for the fashion and lifestyle e-commerce industry, as sales continue to grow, and this marketplace has successfully driven through it.

It is not impossible or difficult for your brand to start selling in Zalando. As BorderGuru, a member of the Otto Group, we have the perfect solution for your unique US fashion brand to enter the European market via Zalando with our Marketplace Partners Solution.

So, what are you waiting for? Contact us now!

The best thing about owning an online store is the ability to reach a wider audience of consumers around the world. After successfully establishing your brand and products in your local market and gaining positive customer feedback, your website may also gain traction from the global market.

So now, you may think, where and how can I expand my business? Then is probably the right time to look at expanding into Europe.

As e-commerce continues to grow in Europe, with access to up to 500 million online shoppers in 27 countries, it offers US brands a massive opportunity to grow successfully in this region.

We know that international expansion comes with challenges, and Europe is no different, as each country has its language and culture, and there is legal compliance that you must follow. Fortunately, you are in the right place, and here you will learn the benefits, how to overcome these challenges, and how BorderGuru can help you successfully expand into Europe.

The main benefits of expanding into Europe 

• E-commerce Sales growth 

The COVID-19 pandemic accelerated the growth of e-commerce worldwide and in Europe. After the pandemic, it continues to grow significantly, which means the online sales channel in this region is in its boom phase.

Statista estimates that European online sales are expected to reach $500 billion this year. As the use of mobile phones for shopping increases, new consumers are likely to come from this stream. Statista also conducted a survey showing that consumers in France, Spain, Ireland, and Germany buy more frequently via mobile devices than before the pandemic.

As shown in the graph below, four European countries are in the top 10 with the highest e-commerce sales in 2021.

This shows the importance of the European region for e-commerce businesses, and that it is the best time for your brand to consider being part of this growth.

• Less-saturated markets

As mentioned above, e-commerce sales have increased in Europe recently, but the market is not yet as saturated as the US. Some countries, especially in Eastern Europe, where e-commerce has just begun to boom. This means US brands can compete and have higher chances of success.

• Access to a Diverse Market

Expanding into Europe opens opportunities to sell to more than 500 million online shoppers in 27 countries. Online shopping in these markets has grown, and it is a market open to continuing shopping online and from countries outside the EU. It is a market looking for new, unique, and innovative brands. They see US brands as those that tick these boxes.

These enable US brands to successfully enter and develop their brand in Europe. Because EU countries are economically interconnected, brands can also decide where they want to expand first, depending on the demand for their products. From there, reaching more consumers in other EU countries is easy. So it is easy even if you first decide to enter one or two countries, if you later want to sell in other countries.

• Single currency in EU countries

This is beneficial, as you will only deal with one currency, and the prices of your products will also be in euros. It is also easier to do a competitor’s price analysis and choose the best price for your products, as you can compare it to those in different European countries, all in Euros. In addition, it would be easier for your company to exchange Euros for USD when it receives earnings, if this is necessary.

Aspects to consider when expanding into Europe

• Cultural Differences Across Europe

Before expanding into Europe, it is essential to understand that each country has its own culture and language. Once brands have an idea of the country or countries that have a demand for their products, they do their research on the local market or markets. This aspect is essential, especially when communicating your brand and products to consumers, as you want consistency in marketing, in the tailored message and positioning of your brand and products.

In this regard, it is essential to consider the following points:

• Cultural customs
• Local language
• Local currency
• Local forms of payment

With our Marketplace Partners Solution, you don’t have to worry, as we provide content localization for your product descriptions and marketing, local payment forms, and prices in local currency.

• Customer service 

Customer satisfaction is key to the success of your brand. The two main aspects to consider are language and time zones. For US brands, it may be challenging to have a customer service team that can speak every European language and be available in the same time zone as EU customers.

For this reason, we provide customer service in the local time zone and the language of EU consumers, so that they have the best purchasing experience with your brand.

• Legal & Tax Compliance Can Be Complex

Regarding legal compliance, it can be challenging to do so alone, as there are several requirements, such as setting up a legal entity and complying with tax authorities (IOSS number and UK VAT). These can be overwhelming, time-consuming, and expensive.

But don’t let these stop you from expanding into Europe. We make European expansion easier by providing you with tax and legal compliance, so you do not have to deal with it alone.

• Warehousing 

Deciding the country and place to store your products securely and conveniently, and managing them alone from abroad, can be complex and expensive. We are the solution for you! By joining our Marketplace Partners Solution, you do not have to deal with warehousing as is included.

• Logistics 

Logistics can be a make-up or breaker for your business to succeed in the EU market. This is probably one of the most challenging elements. Good infrastructure and investment are needed, and a high revenue is required. However, we have good news for you. With our Marketplace Partners Solution, you do not have to worry about logistics, as we handle everything from fulfillment, pick packing, and shipping to even returns for your products.

Expand your US brand to Europe with BorderGuru’s Marketplace Partners Solution

We are experts in the European market and help US brands successfully expand into Europe. With our Marketplace Partners Solution, you can sell your products prominently and exclusively in European lifestyle marketplaces. We provide your business with content localization, tax and legal compliance, logistics, customer service, and more in 27 countries.

Learn more below about the most popular fashion and lifestyle marketplaces in Germany and Europe:

Founded in 1949, Otto.de is Germany’s biggest fashion and lifestyle marketplace with:

• Online sales of more than €11 billion
• Over 3,400 sales partners
• 11.5 million active customers
• 3.6 million new customers
• 70% of visits are via mobile devices
• Ten orders per second

Founded in 2014, it is one of the fastest growing marketplaces in Europe, and Hamburg’s first unicorn since 2018. As one of the most significant fashion and lifestyle platforms in Europe, it has:

• Active in 26 European markets
• Sales over €1.17bn
• Over 3,500 brands
• Over 500,000 items
• More than 45 million unique active users per month
• More than 26 million app installs
• Over 1000 influencer collaborations per month

It was established in 2008 as a pioneer in e-commerce, which has become one of the most innovative fashion platforms in Europe. It is a unique marketplace with a betting process, providing exclusivity and visibility to its brands.

As a leading European online platform for fashion has:

• Presence in 23 European countries
• Net sales of around €8 billion
• More than 5,800 brands
• 49 million active customers
• 7 billion visits per year
• More than 90% of traffic comes from mobile devices

These marketplaces will help your fashion brand reach millions of European prospects that can convert into loyal customers. They are your choice for you to tap into a market full of growth opportunities.

Contact us now to find out more about how you can get started! Do not miss the opportunities waiting for your US brand in Europe.