Custom Closet Research Analysis

Interpretation of survey results

Participants were sourced using convenience sampling through a survey made available

on the Facebook wall of each group member. The main limitation to the use of

convenience sampling is that the sample may not be representative of an entire

population, as well as the risk of sampling bias. While our group was aware of this, the

advantage of getting a quick response was necessary. Additionally, the results may be

more honest being given by trustworthy sources.

A total of 90 responses were received - 55 of which were male, 35 female. Over 70% of

the participants were found to be in the 21-29 age bracket. The participants were asked if

they would consider buying clothes online, and we received an almost completely

unanimous positive response (see figure 1). The nature of 'Custom Closet' means a result

like this was necessary. When asked how often the participants would purchase clothing

online, the majority of results were split between every 3 and 6 months (see figure 2), with

25 and 24 responses respectively. While this may be less than the average frequency of

shopping in a retail premises, this website may attract customers who are interested in

wearing unique clothing to certain occasions. For this reason, the frequency of shopping

on Custom Closet may be higher. The participants were then asked about how much trust

they had in online shops. Although the majority response indicated that trust was not an

issue, a significant number stated that they did have trust issues (see figure 3). For this

reason, the payment process on the website would need to be made absolutely clear, with

guarantees given about protection of the customer's payment details. Concerns were also

expressed regarding possible confusion with sizes, which is something they have

encountered when purchasing internationally. Care would therefore also need to be taken

to ensure that customers are fully aware of the size of their product in their regional

measurements. This was evident again when 43 participants responded that their

willingness to buy clothing without first trying it on depended on the type of clothing (see

figure 4).

When asked whether the participants would be interested in designing their own clothes,

which is central to Custom Closet's website, the majority of responses were positive, but

many added that they would prefer to be provided with a template to assist them.

Regarding the price that the participants would normally be willing to pay for an outfit, the

two highest responses were 60-100 and 40-60 (see figure 5). Custom Closet would need

to moderate the prices set by designers to accommodate this, while taking into account the

percentage of the sale price which would go to the website.

The final question of the survey shows that High Street outlets are the most common

source of clothing for the participants, while shopping online was the least common (see

figure 6). Although each transaction will be unique, using this information Custom Closet

designers would need to be aware of where the majority of design inspiration is likely to

come from, in order to better accommodate the customers.

The full survey can be found at:http://www.surveymonkey.com/s.aspx?

sm=Ver77k6NKfdbJTyMXW6Lvg%3D%3D

Interview

An interview was conducted with Sarah Carberry, CEO of secretchic.com, which is also an

online clothes retailer. This was able to provide us with some insight into online retail in

general, as well as address some of the potential problems which were noted in the survey

results. The transcript can be found in the appendices section.

Appendices

Figure 1

Figure 2 – How often would you purchase clothes online?

Would you consider buying online?0

10

20

30

40

50

60

70

80

90

Yes

No

Every monthEvery 3 months

Every 6 monthsOn a yearly basis

Do not buy clothes online

0

10

20

30

40

50

60

70

80

90

Figure 3

Figure 4

Would you have any trust issues with buying your clothes online?0

10

20

30

40

50

60

70

80

90

Yes

No

Would you buy your clothing online without trying them on first?0

10

20

30

40

50

60

70

80

90

Depends

Yes

No

Figure 5 - What price range would you pay for a fashionable outfit?

Figure 6 – Where would you buy your clothes normally?

€20-€40 €40-€60 €60-€100 €100-€200 €200+0

10

20

30

40

50

60

70

80

90

OnlineHigh-Street Outlets

Second Hand ShopsDepartment Stores

Boutiques

0

10

20

30

40

50

60

70

80

90

Interviewee: Sarah Carberry, CEO of SecretChic.com

1/ What would you consider to be the pros of running and implementing an e-commerce site such as Secret Chic.ie?

The pros to running an ecommerce website are:

It is cost effective i.e. you do not have overheads such as retail premises

Online shopping figures are growing each year

It allows people to shop from the comfort of their own home

It’s easy to upload new stock quickly

2/ What would you consider to be the cons of running and implementing an e-commerce site such as Secret Chic.ie?

Some people like the comfort of trying pieces on before they rent or buy however we do offer a try on service.

Sometimes sizes do not fit customer

The internet is a broad landscape and it can be a struggle to get noticed

3/ As your site has grown and developed, what changes, if any, have you made to ensure that the user experience is a pleasant one?

I have made my website completely user friendly by outlining all terms and condition clearly. It is easy to navigate and all prices are listed clearly so there are no surprises. I have made it easy to search dress and hats by categories which helps customers navigate the site quickly.

4/If you were a fashion brand which one would you be and why?

I would be Victoria Beckham as she has an amazing collection and her pieces get better and better each season. All her pieces are understated which I like. They are easy for anyone to wear (however not easy to afford!)

5/ How have you tapped into your customer segment?

What was the most powerful marketing tool? My most powerful tool at the moment is facebook it gives the customers quick and regular updates and it tends to drive sales.

6/ Do you feel that there is a trust issue with people submitting their credit card details? And if so how do you overcome such an issue?

There can be a trust issue on certain websites however customers need to feel safe that there is a secure payment system in place. I currently use Realex Payments who are 100% safe. No one sees the card number and numbers are blocked out when doing accounts. Consumers are generally very careful when booking online but always look out to see if they have Realex Payments or Paypal facilities as these are the safest.

7/ How do you create an online presence for your brand?

Well my website is an online presence in itself. I am also a regular user of Facebook and twitter which is important to keep in the fore front of your customers mind

8/ What would you consider your Unique Selling Point (USP)?

Secretchic.ie is Ireland’s first and only online designer rental boutique