Fashion accessories with an edge

by

jaaff

Wholesalers have had to adjust their business over the last twenty years or so to take into account the emergence of eCommerce and its influence on purchasing behavior. This article describes how one successful clothes wholesale company has done business and evolved.

Over the last twenty years, retail as well as wholesale trade have both experienced some dramatic changes to how they are conducted on a global scale. The most vital shift has been the growing importance of eCommerce, which is now the most dynamic (and important) platform for business expansion. Trade of consumer goods has especially been radically altered with products such as electronics, toys and clothing dominating online selling in most of the developed nations. In the following article we will examine in the detail the impact of eCommerce on the clothing industry and wholesalers, which operate locally, but also export and import their merchandise. In the analysis, we will look at a UK based fashion accessories wholesaler Portobello Accessories Limited, the owner of the Macahel brand. Portobello is a clothing wholesaler with over twelve year of tradition. When the company started in late 1999s, the Internet was still in its infancy. Very few small and medium size retailers and wholesalers used the web to trade their products or even present their brand digitally. In the clothing and accessories industry almost all business was conducted via direct personal selling and telesales. Wholesalers would visit retailers to inquire about their needs and stock levels of hats, socks, gloves and etc. Retailers would also, of course, search for best deals and would spend many days on visiting warehouses with clothes to find the highest quality products for the best price. It was not different for Portobello, which was growing rapidly in the UK market thanks to wide selection of offered products. Macahel Accessories became the flagship brand for the company as the Industry recognized quality of materials that went into their products together with excellent customer service and support. Macahel hats, socks, gloves and scarves and other products are today recognizable around the World. Yet, before the company achieved this point it had to go through a period of digitalization. In mid 2000s Macahel.co.uk was launched to allow Portobello Accessories Limited to reach new audiences of retailers and fashion specialists, who were looking for inspiration and unique products for their own customers. The process of launching a website was not an easy one. It required the company to index and digitalize information on hundreds of accessories (products) so that they could be searchable and viewed online. This was the case for a great number of wholesale and retail companies, which had to make sure their merchandise was searchable and could be easily found on their website and also in search engines. Today, if you look for animal hats, you will likely do a Google search for this term and visit a website that comes highest in search engines. Wholesalers recognize this and they too aim to promote their sites so that potential clients find their clothes and buy them too. Portobello has this advantage over its competitors that the Macahel brand is now globally recognizable and strong and its also unique enough so that it is easy to find online. But, just like other companies, this wholesaler is also looking into ways of expanding its web presence and improving sales of its quality products. Whether you want to buy a unique set of socks, a beautifully crafted pair of gloves or cool sunglasses, you can find it all on the Macahel website. Portobello Accessories Limited is a great example of a wholesale company, which has been successful offline, but is also up to the task when it comes to eCommerce. The most important lesson from Portobello is to remember that customers comes first and that marketing efforts need to always have that in mind.

Jason Murk is a business analyst who works closely with

http://macahel.co.uk/ http://macahel.co.uk/hats.html

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