Want to reverse fashion retail store performance? Think how your customer feels.

It makes sense to start HOLM’s series of expert blogs with the why? Why, when bricks-and-mortar fashion shops are closing left right and centre, and there’s a bunch of tech companies developing online personalisation tools, am I launching a system that involves both of these things – interaction with a sales assistant and an app?[…]

SHOPPERS ‘REALLY LIKE’ CHECKLIST

Great customer service

Helpful, informed staff

Everything kept simple

Accurate advice

Convenience

Efficiency (saving time)

Well protected personal data

Nice surprises

How does your fashion brand and your competitors score versus this shopper checklist?

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SERVICE FAILINGS YOUR SHOPPERS HATE

Being ‘sold to’

Speaking with ill informed staff

Returning anything

Getting bad advice

Visiting stores to see a website

Having their time wasted

Finding personal data misused

Being disappointed

Service that’s bad can kill a fashion brand, especially in-store. How does your business perform versus our checklist?

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SIZING FLAWS BUT HOLM STYLING FITS

Sizing is the main reason for online fashion returns… or is it? Next time you try on a garment that’s a little tight… try another in the same size.

You may be surprised when you find a difference. Sometimes a big difference! This is because the processes within clothing manufacture (like pattern cutting and sewing) remains particularly manual. It means you rarely find garments identically sized (let alone symmetrical!)

What’s more, in HOLM’s ongoing research, we see variances of 10-15% in the same garments (i.e. same label size, same colour and design). For example, we found a 6cms difference around the chest on a major high street retailer’s medium size polo shirt. That’s a difference of ‘snug’ or ‘loose’ depending which one you selected!

This highlights that ‘SIZING’ recommendation is flawed. Made worse, when you realise that even when you do find a correct size fit, it doesn’t mean it looks good on you.
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WINNING CUSTOMER LOYALTY IN FASHION

Loyalty matters. More now than ever in fashion. It’s what holds a business together. HOLM gets it. HOLM is all about the shopper. Similar to Amazon, we’re obsessed with the customer. We focus on winning more than their trust. We give each confidence. Transforming how they feel. Creating a very special brand of loyalty.

Our software has been developed specifically for fashion, creating a totally personalised service. It may be tech, however it simply comes across as a magical shopping experience to each customer. It’s inexpensive to deploy and turns untrained store staff into highly productive stylists. All managed through a single application.

Brilliant for fashion retailing, as we dramatically improve customer service skills and your shopper’s in-store experience directly translating to higher turnover and eye watering returns on your investment introducing HOLM. . We focus on the customer… so you, the retailer, can focus on great product. We even help there too. Our unique customer data sets create powerful management information for brands to improve their ranges and collections.
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