NANJING, China, April 16, 2014 /PRNewswire/ -- It is a miraculous story that took place on Facebook.
Try searching "Romwe" on Google and you will find 6,500,000 webpage results. You will also find 7,500,000 results on Google Images and 825,000 results on Google Videos. ROMWE currently has 369,958 likes on its official account on Facebook. The Alexa rank of ROMWE.COM reaches 5600.
Now, ROMWE is known as a popular women's clothing brand that focuses on street fashion and is loved by college girls in Europe and U.S.
The company was launched on Christmas in 2009. Only in 3 years, how could it create such a miracle in the way that most people don't support?
We studied ROMWE's marketing, and learned 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 Facebook. ROMWE publishes new designs on Facebook and modifies according to their fans' opinions. ROMWE then publishes the modified designs again for another round of feedbacks from their fans until they get the desired results.
ROMWE's design is very special. They gathered many amateur designers interested in fashion women clothing via SNS and 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 publishes 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 availed quickly by their fans.
Now, the company gathers more than 1,980,000 fans on SNS like Facebook, Pinterest, Instagram,VK, etc. More than 60,000 pieces of fashion women's clothing are sold at ROMWE.COM every month. In 2014, ROMWE expects to reach $10 million profit.
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