Outlet strategy, a digital tool for the reactivation of the fashion industry
• Through the tool Helena () the designers of the Bogotá Fashion Week will market unique designs from past collections: more than 500 garments at special prices. Through this, we seek to generate cash flow to the sector in order to promote the generation of employment, operate and energize the industry.
• The Chamber of Commerce of Bogota is implementing three strategies to reactivate business in the fashion sector: retail, in alliance with Bazzarbog, the CCB's free showcase for e-commerce; outlet, in alliance with Helena, with special prices for the consumer; and wholesale, in alliance with JOOR, the world's most important wholesale platform that for the first time joins a Latin American platform.
A new digital marketing tool is part of the drive to reactivate Colombian design within the framework of the Bogotá Fashion Week of the Chamber of Commerce of Bogotá.
Helena is a digital tool for direct sales to the consumer (B2C), together with which the Last but not LĒAST strategy for retail outlet sales has been created and which enters to complete the actions for the promotion of business. The tool, which will be available from September 30 at 6:00 p. m. to December 31, makes more than 500 garments from more than 130 designers participating in the BFW 2020 program available to consumers at special prices.
Given the current situation, the consumption capacity of Colombians decreased, so this strategy was based on reading the market needs accurately, joining it with the unique designs of the BFW brands that have a stock, and offering it through a platform.
María Paz Gaviria, Chief Officer of Commercial and Cultural Platforms, stated that "in the current situation, the Chamber of Commerce of Bogotá has adapted to the new business configuration for the reactivation of the sector through three strategies, which will allow designers to improve their cash flow with the dynamization of sales, which generates greater resources for production and employment.
Maria Paula Bohorquez, director and co-founder of Helena, stated that "for this opportunity we created a digital solution that meets the main objectives of the strategy Last but not LĒAST of the CCB and its BFW. The tool allows designers to have an independent channel for marketing their products out of season and, at the same time, it creates a showcase for fashion lovers to access and purchase designer products at special prices. This solution translates into a unique universe within the Helena platform ()".
Retail and wholesale
The retail strategy, also of direct sales to consumers (B2C), was implemented through the platform, a free digital showcase of the Chamber of Commerce of Bogotá that prepares entrepreneurs for e-commerce and promotes products/services of local talent. One of the novelties is the Stay Safe line with biosafety products made from anti-fluid fabrics. Since July 22nd, BFW has an exclusive tab on the digital platform for its brands and designers with 50 brands and more than 800 products in 6 categories.
The wholesale strategy will be carried out during three months, through the platform JOOR, the most important fashion wholesale platform (B2B) in the world that for the first time joins an initiative from Latin America and will make available to more than 200,000 wholesale buyers the collections that were developed for this edition of the BFW. The platform offers the opportunity to generate commercial links from the ecosystem for online lineheets and to generate transactions where artificial intelligence is used to match buyers with brands through a digital showroom.