To truly succeed in niche fashion eCommerce, especially plus-size, prioritize product quality and an exact fit above all else. This episode with Danielle Malconian of Plus by Design reveals how balancing DTC and wholesale, alongside meticulous customer loyalty programs, can scale a focused brand to $1.5M annually.
Key takeaways
Invest in precise product development and fit, particularly for underserved markets like plus-size fashion, to build a loyal customer base and reduce returns.
Implement a dual DTC and wholesale strategy to diversify revenue streams. Use your DTC platform (like Shopify) for direct customer engagement and brand building, while wholesale expands reach.
Actively cultivate customer loyalty through VIP programs and personalized experiences; do not take loyal customers for granted.
Leverage direct customer feedback to continuously refine product offerings and improve the online shopping experience. Pay close attention to niche market demands like choice and availability.
For established brands, explore strategic acquisitions of complementary businesses to expand market share and integrate supply chains, as Danielle did with Vikki Vi.
Themes
customer loyalty & experiencemulti-channel sales strategyniche market ecommerceproduct development in fashion
Danielle Malconian is the CEO at Vikki Vi and Plus by Design. She started Plus by Design as an online fashion store selling to the Plus size market in 2001 and took over plus size fashion brand Vikki Vi in 2008 which wholesales to both Plus by Design and other retailers. Across wholesale and their Shopify store the combined revenue is now $1.5million annually. Hit PLAY to hear: Plus by Design’s focus on plus-size fashion How product quality and fit are key factors in the industry Danielle’s strategy for reaching more customers through wholesale What online retailers can do to enhance customer experience Building and leveraging customer loyalty Key timestamps to dive straight in: [05:28] Vikki Vi brand - classic, loyal, professional, customer. [08:47] Customers value choice, but struggle with availability. [11:29] Scaling up clothing sizes requires thoughtful fit. [16:34] Maximizing customer loyalty through various strategies discussed. [17:14] Taking loyalty for granted, embracing VIP program. [19:31] Danielle’s Top Tips! Full episode notes here: https://ecmp.info/490Contact SHOPLINE >>> https://ecmp.info/shopline <p class='t
Frequently asked about this episode
What does this episode say about customer loyalty & experience?
Invest in precise product development and fit, particularly for underserved markets like plus-size fashion, to build a loyal customer base and reduce returns.
What does this episode say about multi-channel sales strategy?
Implement a dual DTC and wholesale strategy to diversify revenue streams. Use your DTC platform (like Shopify) for direct customer engagement and brand building, while wholesale expands reach.
What does this episode say about niche market ecommerce?
Actively cultivate customer loyalty through VIP programs and personalized experiences; do not take loyal customers for granted.
What does this episode say about product development in fashion?
Leverage direct customer feedback to continuously refine product offerings and improve the online shopping experience. Pay close attention to niche market demands like choice and availability.
What does this episode say about customer loyalty & experience?
For established brands, explore strategic acquisitions of complementary businesses to expand market share and integrate supply chains, as Danielle did with Vikki Vi.
