Slow Fashion that’s Growing Fast
What do you do when you have a small organization and limited resources—but still want to become a big e-commerce brand? You do as Peasy’s customer, Jumperfabriken, did.
Jumperfabriken is a clothing company that has gone all-in on slow fashion. They call it "Modern Vintage," drawing inspiration from the 50s, 60s, and 70s, offering well-fitted dresses and versatile cardigans. Jumperfabriken’s goal is for all of their products to be long-lasting, timeless, and never go out of style.
"Our target audience is somewhat older than it is for many other clothing brands. Our customers aren’t 18-year-olds; they are primarily women aged 35-60 who want clothes they can wear for many years to come," says Michelle Winter, E-commerce Manager at Jumperfabriken.
Jumperfabriken sells its products both through resellers and its own channel. Here, they are seeing a clear trend towards more people in their target group shopping online, which has led to rapid growth in their own e-commerce.
"We see ourselves as strong digitally and see a lot of potential to become even stronger going forward. But we need to take it step by step. We’re still a relatively small company with a small marketing team, and we don’t have huge resources. We work quite simply and do most things ourselves, which has made us extremely well-structured internally," says Michelle Winter.
One area where Jumperfabriken gets outside help is with sales analysis and reporting. Through their e-commerce platform Jetshop, Jumperfabriken gained access to Peasy’s services, providing them with regular daily, weekly, and monthly reports.
"As a small company, it’s really nice to get daily reports. For those of us working with the website, it’s almost a prerequisite, but it’s also appreciated by our other colleagues to get a quick overview. It ensures everyone knows how things are going and makes everyone more involved," says Michelle Winter, adding:
"I also love getting a daily top list of the best-selling products. We do fairly small collections, so it’s helpful to see which items are selling best."
What are your best tips for those who want to succeed with e-commerce?
"I’d say that the key is to be aware of all your costs from the start. There are so many hidden costs you don’t initially think about, like e-commerce bags, labels, shipping, and IT systems. Of course, everyone needs to be paid for their work, but you must remember that a lot of money disappears in different areas, so it’s crucial to calculate the right conversion cost from the very beginning."
