Fashop is reinventing wholesale
The company took part in the latest edition of Who’s Next, hosting a masterclass around its data-driven wholesale tool.
Using data to optimize distribution through mapping and geolocation was quite a challenge back in 2001, when Philippe Zeder founded Fashop. A solution dedicated to optimizing fashion wholesale, it was developed by the Labomode group and has now joined WSN, where it continues to support the growth of both established brands and emerging designers.
Understanding the market
It all started with one question: how to organize the huge amount of data covering thousands of shops and brands, and make the most of it? To give brands a clear view of their ecosystem, Fashop begins by centralizing, and updating in real time, all the legal data – SIRET, VAT, NAF code etc – related to French clothing stores. As a result, a mapping identifies 12 000 independent stores with more 2,407 registered brands, a much wider and more diverse network than that of urban chains and rural franchises.
Real-time analysis
The tool features a solvency barometer that analyzes different financial indicators to identify the most reliable retailers, a major advantage in a difficult economic context. “It also helps to fight clichés,” says brand agent Loïc Rouault. “70% of French retailers are in the green, which shows that plenty of shops are still doing a great job!”
By identifying which brands coexist within the same spaces, Fashop also enables brands to better target the retail ecosystems that make sense for them. “We can see what percentage of distribution a brand shares with another, and also its prospection potential.” says Philippe Zeder. “So we know where, and next to whom, we should prospect in order to improve.” And, on the other hand, which areas a brand should withdraw from.
Geolocated prospecting
Thanks to a dedicated app, Fashop also allows users to geolocate prospects, and guides sales teams up to the targeted stores. Each store has its own profile detailing solvency, brand mix and brands that match the target. This saves a considerable amount of time by assessing the relevance of a potential prospect in real time.
Once the prospects are identified, Fashop sets up email campaigns to assess the retailers’ potential interest. “It may sound obvious” says Loïc Rouault, “but just seeing who opened the e-mail and who clicked to find out more helps us identify who’s likely to be interested.” A simple, yet effective approach, that recently enabled French brand Cocorico to build its first wholesale base.
Much more than a dashboard, Fashop becomes a strategic tool through which any brand can refine its ecosystem and contribute to a clear, efficient and sustainable wholesale network.
