E-Commerce Gets Collaborative
Collaboration has been the buzz in B2B software applications such as PLM (product lifecycle management) and ERP (enterprise resource planning). Now it’s becoming more important in B2C applications. Two Bay Area Web resources have rolled out separate e-commerce entities that go straight to the horse’s mouth to determine what clothing styles to sell on the Web.
Mountain View, Calif.–based ZenTrend and Emeryville, Calif.–based IndiCustom are taking similar concepts of using consumer input to sell apparel, but they are taking different approaches.
ZenTrend (www.zentrend.com) is a collaborative e-commerce site launched last year by former HP and Symantec executive Lehka Srinivasan. The site offers clothing from up-and-coming yet undiscovered designers in the contemporary and misses categories with price tags from $30 to $120. Merchandise ranges from beaded corsets to silk and lace dresses.
The main thrust behind the business is a new technology called iStyler, which is a collaborative platform enabling the site’s visitors to take the seat of “Project Runway” judge Nina Garcia to give a thumbs-up or thumbs-down to designs via fashion illustrations by the designers. The input received helps determine whether the style makes the cut into next season’s merchandise mix at ZenTrend. Consumers providing input are entered into a drawing for a prize.
“It gives the consumer more power. They tell us things like ’I really love that style, but if you offer it in taupe rather than red, I would buy it,” Srinivasan said. “Historically, consumers are never really asked up front in the process of apparel design and manufacturing. They’re pushed into what’s available, what the designer has to offer. I wanted to change that.”
ZenTrend actually contracts the production and manufacturing for the garments, using only illustrations, technical specifications, fit analysis or other pre-production processes from the selected designers, who receive compensation and are promoted and marketed through the site.
The company is currently working with several designers from Europe. Designers are required to have experience working with significant companies as well as have the ability to create sellable styles. The site features an area where designers can submit portfolios. And a portion of proceeds is donated to a number of charities.
“One of our visions is to promote these undiscovered designers and try to bring them to the forefront and provide them with a platform,” Srinivasan said. “There’s a lot of talent out there that does not have the capital and resources to get their names known.”
The company did about $250,000 in sales its first year.
“We’re getting lots of feedback,” Srinivasan said. “This platform has lots of potential. We want to take it to the widest audience as possible.”
IndiCustom is an off-shoot of Archetype Solutions, which launched Zafu (www.zafu.com), a growing online e-commerce site that acts as a personal shopper of sorts. Zafu uses input on sizing and personal preferences from consumers and then provides recommendations.
IndiCustom enters the customization arena, which has become more popular in recent years with programs such as Nike I.D., among others.
The site focuses on denim and enables consumers to be their own designers by building a pair of premium jeans based on their personal preferences and body types. They can choose leg styles, pocket designs, colors, washes and other design details. It stems from the fact that finding a perfect pair of jeans is a difficult task, said Chief Executive Officer Marybeth Luber.
“It’s probably the toughest thing to fit,” Luber explained. “One brand can only fit so many consumers. They base everything on one fit model. We saw an opportunity at the premium level.”
The denim is offered in 12 fabrics in all-cotton and stretch combinations, 30 back-pocket styles, fitted or relaxed bodies, and a variety of rises and leg styles, resulting in more than 100 combinations. The price is $135. The product is assembled in Mexico. Turnaround times are between three and four weeks.
“You could spend days shopping for a jean in a style, rise, leg and wash right for you, or you can create yours in minutes at www.indicustom.com,” added Edie Jacquez, Indi’s head of product development.
Luber said the company is quickly expanding its offering, adding trouser jean styles this year as well as men’s low-rise cuts. “We’re very excited,” she said.
