I thought it would be a good idea to gather people who agree with the value of a waste-free lifestyle and who want to wear fashionable clothes that they love rather than trends. How did you start attracting fans? We are not trying to do charity work, but rather want to create an alternative called a new lifestyle. What I want to avoid the most is insisting that people make sacrifices for the greater good, even if it is inconvenient. So, while empathizing with the value of not wasting money, I was thinking about how to give people what they want, and came up with the idea of assembling clothes. Havehad started gathering fans through an experiment called assembling clothes. Assembly? Have you ever had customers who wanted to make their own clothes? It was a way to make clothes by choosing the fabric, buttons, collar shape, etc. Providing an assembly experience itself is interactive, which lengthens page retention time and increases purchase conversion rates.
We started generating sales without advertising
What next? We decided to gather fans together and make clothes together. Under the USA Email List name ‘Haeber’. There was a time when employees made clothes together, and the clothes that came up with an idea in just a week recorded daily sales of 100 million won, but the clothes that were prepared over 6 months generated sales of 3 million won. We realized that it was meaningless to make predictions among ourselves, so we decided to ask the fans. How many fans gathered? Actually, I thought it would be good if only about 100 people gathered. However, 10,000 people applied. We formed a community by selecting about 2,500 hangers. I think many people responded because fashion brands rarely try new things and attract participation. What a great response. Is the participation rate high? There is a group chat room. We talked a lot, and once we sent out a questionnaire, about 70-80% of people responded. Please send us a lot of photos.
When I asked them why they participated
I found out that they enjoyed working with their favorite brands. About 32% of those Estonia WhatsApp data who participated in the community made a purchase. The response rate to the survey among ‘Havers’, fans of Havehad, reached 80%. You’ve done successful community marketing. I think it was possible because people sympathized with our values. In fact, I thought it was important to focus on satisfying one customer rather than a thousand, so I wanted to hold many offline events so that we could communicate more deeply. We rented a space at DDP and even invited a speaker, but it’s too bad we couldn’t proceed due to the coronavirus. Fandom created by Vision What values did your fans sympathize with? I think ‘coolness’ is important in fashion, but it is no longer cool to waste or be extravagant according to trends. It’s called fast fashion. Consumption that follows trends can also cause environmental pollution and climate change. People who sympathize with these values gathered together.