Romwe

ROMWE creates street fashion miracle via Facebook

It is a miraculous story that took place at Facebook.

You can have a try:

Search “ROMWE” at Google, you will find 6,500,000 webpages results.

Search “ROMWE” at Google Images, you will find 7,500,000 results.

Search “ROMWE” at Google Videos, you will find 825,000 results.

ROMWE has 369,958 likes on its official account at Facebook.

The Alexa rank of ROMWE.COM reaches 5600.

Now, ROMWE is known as a popular women clothing brand focus on street fashion by almost all girls loving street fashion in most colleges in Europe and US.

The company was set up on Christmas in 2009. It started to sell normally in the second half of 2010. Within only 3 years, it grows in an explosive way. 

However, the team created ROMWE don’t know fashion and women clothing at all. They are young girls at twenties just graduated from colleges in China.

Currently, the marketing environment is not so good, a company with only 3 years’development takes full use of SNS especially Facebook to sell fashion women clothing, how could it create such a miracle in the way that most people don’t support?

We study ROMWE’s marketing in detail, and find that ROMWE’s success meets marketing master Seth Godin’s latest marketing theory perfectly. 

Seth Godin said: “Among all the new media in the past 100 years, internet is the first invention that makes advertisers unhappy. The connection between advertising and earning big money is broken. The connection may not happen any more in the future. Once the equation does not hold, the previous concept about marketing, production and channel won’t exist any more. The marketing in new era is based on connections, trust and awareness. Attention is more important than we imaged before.  

90% of ROMWE’s revenue comes from SNS like Facebook, Pinterest, Instagram, Lookbook and YouTube. ROMWE publics new designs on SNS, and modifies according to their fans’ opinion at Facebook, Pinterest and Instagram, then publics the modified designs again on SNS.

If you like ROMWE’s product at Facebook, just click the product and leave a message about your want to buy it, then enter your email address and size. You will have the priority to get it, as every design is in limited supply, not every one can get it. 

Besides, ROMWE take full use of fashion bloggers’ influence. They mail new designs weekly to the top fashion bloggers to enjoy for free. If the fashion bloggers like the design and are satisfied with the quality, they will wrote their wearing experience or take some photos in ROMWE clothing, then public on their blog, Facebook, Instagram or other SNS.

ROMWE’s design is very special. They gathered many amateur designers interested in fashion women clothing via SNS. The designers just need to send their sketches to ROMWE, then ROMWE will finish the designs in the following way:

(1) The amateur designers, which are fashion bloggers and ROMWE’s fans, draw sketches and send to ROMWE;

(2) ROMWE publics the sketches and its designer’s introduction at Facebook;

(3) ROMWE holds a competition to ask their fans to vote for the sketches. The top 3 designs will be produced.

(4) 1000 pieces of each design are produced at first, then ROMWE launches a flash sale of  the design at very affordable price. Most designs are robed quickly by their fans.

Now, the company gathers more than 1,980,000 fans on SNS like Facebook, twitter, YouTube, Pinterest, Instagram, Vine, VK, etc. More than 60,000 pieces of fashion women clothing are sold atROMWE.COM every month. In 2014, ROMWE expects to reach $10 million profit. As ROMWE works in OEM format, they have only 90 employees.

Combining its website with SNS, ROMWE creates a fashion platform. Take full use of the efficiency, low-cost and interaction of internet economics, gathering millions of fans, to realize the format of interactive suggestion, design, production and sale. ROMWE is so good at social business that its brand is built successfully on SNS.

Marketing master Seth Godin said: “ Firstly, you can accept weird things, then consider what people care about your product really want, instead of what most people want. It is totally different. Most people have already have so many choices that they won’t notice you. But people who care about you will listen to you. When you meet such people’s needs, you will get more opportunities to be talked about.”

What ROMWE does is the same as Seth Godin said. ROMWE.COM has a lot of incredible designs. Even though some designs are a little confusing, considering they are just designed by amateur designers, you will understand their vitality.

SNS is a huge and potential marketing. Facebook has more than 1 billion members. Global consulting company Booz & Co predicts that SNS income will increase to $30 billion in 2015. It is such a huge and attractive market, but as most people cannot grasp the essential points, they can do nothing nut envy. Studying ROMWE in detail, it will bring a lot of inspiration to other entrepreneurs.