“Every Wednesday evening at 7:30 p.m., we post a fashion show of 20–25 minutes on our social channels.”
Tell us, who is Ard?
**“My name is Ard Wessels, and about 28 years ago I took over the business from my parents. Since then, several renovations have taken place, we added a branch and later closed it again, and a webshop was added. We started the webshop six years ago. I primarily see the webshop as an online display window where customers can orient themselves before visiting the store. It often happens that store visitors come in very specifically asking, ‘Where is this item hanging?’ — and that’s a completely different way of working.
Online revenue increased significantly during the COVID period, but it still does not make up a substantial part of total turnover. Ultimately, I am very positive about the webshop, because we see a strong increase in both website visitors and store customers. Our strength lies in the physical store and in advising and guiding customers so they look their best.”**
How have you experienced 2022 so far?
**“Just like 2021 — simply good! Actually surprisingly good. 2020 was very tough, which forced us to look at our store differently. Decisions I previously didn’t dare to make immediately, I now could — and had to — make. Becoming less dependent on a new crisis was essential. Looking differently at costs was an absolute necessity. In the end, we came out stronger.
How things will develop this fall is still hard to predict. There is a good chance that after paying fixed expenses, people will have less to spend. In about three weeks, we’ll know more. One thing is certain: we can now adapt to market conditions much better than before.”**
What are you most proud of?
**“During the COVID period, we had to rethink our costs. One example is that every season we used to organize an expensive fashion show in collaboration with a modeling agency. During COVID, this wasn’t possible, so we started doing the shows ourselves. Through our social channels, we now reach thousands of potential customers every week.
Our employees are now also models who showcase the newest collections every week at surprising locations. Every Wednesday evening at 7:30 p.m., we post a video of 20–25 minutes on our social channels. It takes time every week, but because it has become routine, it’s very manageable.
We show the items that arrived that week. This creates a very strong connection with our customers. We almost never film inside the store — instead, we go to special locations every time. One week we’re filming at a windmill, another week in a vineyard.
We put a lot of energy into this every single week, and people let us know that they are ready and waiting at 7:30 p.m. to watch the fashion show. It’s a true team effort, and I’m incredibly proud of it. We are extremely proud of this!
We also changed the way we approach sales and buying. We no longer wait for the official sale period, but in the second half of the season we already mark down slow movers from the first deliveries. Customers then shop bargains on the lower floor, while the rest of the store remains calm. Ultimately, this means we give less discount overall.
Combined with less pre-buying and active steering during the season, our sell-through before the official sale starts is higher than it has ever been.
It feels good that during the sale period we no longer have to go as deep with discounts as we used to. The focus is no longer purely on higher turnover, but more on profitability. Discounts in the bargain basement are around 10–20%, and some people even come to the store specifically for that.”**
What are you looking forward to in 2023?
“We naturally look at things positively and would like many things, but given the current unpredictable economy, I don’t dare make any statements about that. In the short term, it’s about adjusting and seeing what’s possible.”
How has EK Fashion been of service to you recently?
“We have our ‘FashionTalk’ group, where we meet twice per season and share figures on a weekly basis. The biggest advantage for me is the mutual contact. Lines are short, and being able to brainstorm with a colleague is extremely valuable. Interesting guest speakers during the meetings keep me sharp. The group is also excellently guided by Alm.”
Is there anything you’d like to pass on to the reader?
“In the past, we followed a fixed routine when it came to in-store activities. In 2020, there was no choice but to look differently at costs and at how to reach customers. Seeing that it truly can be done differently — that’s the most beautiful thing COVID has brought me.”
