Zalando e-commerce, the European Zappos?

Yes, I want to buy in Zalando.comFree delivery, free returns30-day returns guarantee and a free helpline. It´s the first time that I´ve visited an e-commerce which is selling in Spain with all this so confident and attractive claims calling to buy. It´s like the “delivering happiness” from Zappos.com but in Europe (actually selling in fourteen European countries). Fantastic!

Zalando is available in the following countries (24/04/2013)

Figure 1. Zalando is available in fourteen countries (24/04/2013)

It is something to what we are not accustomed. I think this marketing strategy is which the Spanish market was needing for to stimulate the e-commerce sales in a similar ratio to other European countries. Zalando is a clear, confident and direct “buy here my friend” online retailing without conditions and brakes to the purchase.

Zalando.es internet traffic evolution

Figure 2. Zalando.es internet traffic evolution in Spain. Source: Semrush

The Spanish E-commerce and Digital Marketing Managers/Directors must pay attention to this e-commerce brand. In my opinion, they have many things good on which we should notice. In the last five months they have grown 100 % in web traffic (Figure 2). In one year, they obtained a global Internet Marketing Effectiveness KPI of 76 over 100 in Woorank. For example, this is closely together of the KPI of the giant Zara.com and Elcorteingles.es nowadays with 77 and 80 respectively, over Adolfodominguez.com with 71. And it is possible that in one more year it reaches Zappos.com with 87 if they improve the fifteen rooms for improvement and errors to fix according to Woorank.

Zalando.com global kpi woorank

Figure 3. Zalando.com global KPI index. Source: Woorank

40% of popular children´s fashion brands are not yet selling online

Apparel sales will lead the e-commerce growth through 2016. This is possible thanks to the principal brands, which are investing in robust e-commerce solutions, and to shoppers who are more confidence in buy online. But, what about the children´s clothing brands? Are they following this trend?

Well, one of the sub-categories of the apparel which is waking up is children´s clothing brands. However, there are still many of the most popular children´s clothing brands which are now selling online. I have searched the principal brands and I formed this list:

CatiminiChipieClayeux, Deux par deuxDeviDiesel KidsGreggy GirlIndygo ArtwearJottumJuicy CoutureKids – TRUNK LTDL’orangeLipstikLittle MassLuna Luna ,Copenhagen & HubcapKidzMayoralMeli MeliMIM-PIMimi & MaggieMy Vintage Baby, OililyTea CollectionTrue Religion and Wes and Willy.

I have willfully avoid the biggest, gigant brands like Zara.com, HM.com, Gap.com, etc.  (Figure 1) because, in my opinion, all they have a notorious history of online sales in the  last 3 years. My intention is to analize the situation of the popular middle-size brands in the market to determine if they are mature on Internet sales.

Figure 1. Main Apparel Brands – global Internet visits.

And I have selected five more popular considering no geografic location filters, in all the range of time available, and cathegory Shopping/Apparel/Children´s Clothing using the tool Google Trends.

Finally I found that these are the five most popular (Figure 2): Catimini (France), Tea Collection (USA), Oilily (The Negerlands),  Mayoral (Spain) and Luna Luna (USA) .

children closes brand google trends without zara

Figure 2. Children´s clothing brands google trends (without Zara and H&M)

All of them have a correct web page, but two of them don´t have an online shop yet (April 2013): Mayoral.com and Catimini.com.

Then, considering that the sample is good, this means that at least the 25% of the middle-sized and smaller children´s fashion brands are not still selling online.

This 25% of brands in our sample which have no online shops, should be influenced by the culture of their countries. Both are European. There, in those countries, the e-commerce had been growing more slowly than in USA until 2012.

In France and Spain, the proportion of Internet users who shop online was of 63% and 29% respectively (Figure 3). This data is especially low in Spain. And so, we can understand that, due to this influence, an international apparel brand like Zara.com didn´t have its online shop until September 2010.

Proportion Internet Users Shop Online

Figure 3. Proportion Internet Users Shop Online. Source: IDATE. World Internet Market, July 2012