In 2015, the premium 158-year-old conglomerate ventured to the most booming online retail industry witnessing pitched battles from the fashion categories. Fashion is the biggest, fastest-growing and most exciting space in e-commerce. With this “Abof” ventured into the fashion land which featured the company’s private label with over 1,000 fashion items.
From being a loyal offline customer of ABG, why I swerved to the digital world of fashion, Abof has a substantial role in that. For instance, it is a mobile-first online store though it works on a range of devices including desktops. The platform’s ‘lander’ (home page) looks more like an Instagram feed rather than a conventional home page and promotes a series of curated looks which shoppers can buy and put together. The platform also offers a virtual 3D trial room and is heavy on personalization. Unlike existing fashion online retailers, Abof does not offer a mountain of merchandise nor deep discounts, rather, it offers a selective range at ‘irresistible’ prices.
Abof’s target consumer is not the guy who is looking for a deal, but somebody who is looking for the best fashion in the most convenient manner of shopping. They also have a one-step exchange where Abof collects the old product and delivers the new one just once. There is also free at-home alteration. One of the biggest pain points in this industry is refunds and Abof provides within 24hrs of pick up. Nobody else does it. So, Abof has played a paramount role in my life and has 'wooed' me enough to switch to an online platform to satiate my fashion needs.