Etail West Briefing: Fabletics' Big bet on video, J.Crews Ai -review summary and other highlights Day 2

The future of e-commerce is video.

This is according to Adam Goldenberg, co -founder and CEO of Fablletics. While Goldenberg started in Palm Springs in Palm Springs on the second day of the Etail West Conference, Goldenberg dipped deep into the Big Tech Investitations from Fabletics from more than $ 400 million that company-wide operations were best described as data exports.

Eighty percent of the 2.4 million VIP members of Fablletics lead to 95% of its sales. This includes the articles that you see on the company's homepage, which reflect their sizes and tendency to buy sales articles as well as the items recommended in the branches.

Data has also informed the big pressure on the video on its e-commerce website. According to Goldenberg, people will rather buy a product if it is accompanied by honest video reviews. And when these videos are introduced to a buyer, they see a high commitment. Around 90% of the products currently have 4-5 videos with 4,000 micro-influencers on fabletics.com, which the company sends products per month.

In addition, Fabletics has effectively used data to solve typical inventory and yield-related challenges.

The Fabletics has been suitable for the perfection size and the adaptation to the return, said Goldenberg. The company has a return of around 7%compared to industrial average values ​​of 12-15%. In addition, it has achieved an accuracy rate of 95% via the product size and the demand for members.

“We just want to make sure that the product always fits the same,” he said.

But getting there requires a combination of strategies. First, Fabletics relies on “Old-School” de tests to see how and execute clothing. On the production page, its suppliers are responsible for how well products do. A Pant -Sku can be produced in four different factories, for example, each of which is pursued and compared for the reservations.

“It also keeps our suppliers very concentrated because they know every product that they are held on a very tight scorecard,” he said. –Jill manoff and Melissa Daniels

Oversighted

“LinkedIn is the TikTok for B2B.” A Tech manager who invested time in the publication of videos on your personal LinkedIn said that this contributed to recruiting both new employees and customers. It is another memory that LinkedIn is worth experimenting with brands that try to improve their online presence. While the thoughts and disclosure can sometimes feel a bit, it becomes a tool with stories that can help brands to position itself on the market. Daniel Rodriguez, CEO from currently Wine, for example, shares almost daily updates about how fundraising campaigns with a “build in public” strategy run. “It drives much more than sales and awareness of the brand,” he said. “It brings me investors.”

Statistics of the day

80%: “Our recommendation for most brands is 80% video [content]About every channel – also for promotion and conversion media: run video, not statics. ” – –Chris Berg, Senior Director of Customer Strategy and Service at January Digital

Quote of the day

“We had a victory last year when we built and tested various technologies. In the end we set up our AI review summary. If you are now going to the website, you will see a summarized review function on various PDPS, which the customer mood really tells you. … In our headquarters everyone say: “I love this new thing. It really helps. 'And when the C suite is excited about it, it's really great. It means that it helps them [do their jobs]while it also helps our customers [make smart investments]. “” – –Ruchika Julapalli, VP from Digital Experience with J.Crew and Madewell