JustFab expands its range with ready-to-wear apparel
JustFab kicks it in higher gear and expands its offer to ready-to-wear with the goal of becoming a global fashion brand.
As it does with its shoes, the US giant will showcase about one hundred new pieces every month. In addition, its current subscription formula, costing €39.95, is now valid for the entire range available on the website.
"Many customers were waiting for us to launch ready-to-wear apparel. The tests carried out in recent months through capsule collections established just that," explained Pablo Szefner, the brand's CEO for Europe.
JustFab now offers a full womenswear range consisting of dresses, trousers, cardigans etc. at prices between €9.95 and €49.95, segmented in five different styles, inspired by the preferences expressed by the site's visitors.
JustFab's objective with apparel is to keep the same positioning as with footwear, featuring fashion items with a universal appeal at competitive prices, to outfit from head to toe as many customers as possible.
With this in mind, the website now features a new tab called 'styles', allowing customers to access look sets that showcase JustFab's entire range: shoes, handbags, clothing and costume jewellery.
"Our objective is to increase our customers' average expenditure, now equivalent to €70 for 1.7 items, selling them a full outfit," Pablo Szefner explained. In parallel, we launched a campaign called '100 looks'. For the occasion, 100 European bloggers will be wearing our outfits, interpreting them in their own way and broadcasting the operation on social media."
From 2016 the brand hopes to generate a revenues share in excess of 25% with ready-to-wear apparel. This is a reasonable expectation, bearing the initial results in mind. Within the next 3 years the forecast is for a 50-50 split between ready-to-wear apparel and footwear, becoming 70-30 in the long run.
In France, JustFab's top European market with 1.6 million unique visitors per month, the brand plans to reach 10 million subscribers by 2016, compared to 6 million as of today.
In 2015 JustFab is expected to generate revenues for €500 million, of which €100 million in Europe.
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