Wavey Garms Logo
‘Wavey Garms’ is a startup fashion company, established in London in 2013. The founder, Andres Branco, made a Facebook group called ‘Wavey Garms’ where him and his friends could trade their old clothes that they felt were vintage or worth money. In 2017 it now has almost 70,000 users and has it’s own website and a shop in Peckham, London. The idea for the company was to originally challenge companies like ‘Ebay’ where buying and selling clothes is made expensive by all of the extra charges that come with it. The plan for Wavey Garms was to be able to buy and sell clothes without all of these extra charges.
The ‘Wavey Garms’ website now trades clothes and trainers from a number of street wear brands such as Supreme, Palace, Moschino and Nike. They also sell clothes that they design themselves. The Guardian described the Wavey Garms as the most influential fashion in the UK (Ferrier, 2014). The role of the website is mainly transactional as the products that they are selling are available to buy from their website. The website also has a brand building side to it as viewing the website gives people an idea of what the company is about and what their mission is.
The user experience is very good for their chosen target market. The website clearly displays what products are in stock and other products that they sell. The website also uses artwork that their target market would relate to. The way to purchase the clothes is also a very simple task. A customer just has to click on the image, select a size and checkout. This is very good for the customer experience because if it is not easy to purchase a product, it is likely that people will not make the effort (Chaffey, 2013).
There are a number of ways that their website could be improved. For example, the website does not have obvious links to their social media sites. When someone visits the page, they have to go all the way to the bottom of the webpage to find links to their Instagram and Facebook. This is important because the ‘Wavey Garms’ Facebook group is where most people buy and sell clothes. This is also very important as their target market are a younger generation of people who are likely to use social media as an influential tool.
A second way the website could be improved is a very small detail but it something that can make a real difference. When scrolling down the page the basket icon is lost in the top right hand corner of the screen. In bigger shopping websites such as Amazon, the shopping basket will follow the user down the screen. This seems like a very small thing but it can make a large difference to a website as it makes it easier for the customer. In this new business world, it is now less about the products a business sells but about the customers who buy them. Making sure that consumers feel like they were able to shop with ease my go a long way.
Another way that the website could be improved is by the selection of clothes. There are a very small variety of clothes available to buy on their website and if there were more, this may lead to an increase in revenue.
Bibliography
Chaffey, D. (2013). Emarketing Excellence. 4th ed. Oxon: Routledge.
Ferrier, M. (2017). How Wavey Garms became the most influential fashion site in the UK. [online] The Guardian. Available at: https://www.theguardian.com/fashion/2014/aug/22/how-wavey-garms-became-the-most-influential-fashion-site-in-the-uk [Accessed 15 Nov. 2017].
Womack, R. (2008). Small Business and Entrepreneurship Websites. Journal of Business & Finance Librarianship, 14(1), pp.69-69.
http://waveygarms.bigcartel.com