Following New York Fashion Week, Globalegrow, a Shenzhen, China-based cross-border e-commerce firm, noticed a 40 percent increase on its site for searches of the keyword “stripes” as compared to January.
In response, the company launched a capsule collection featuring stripes under its Zaful brand, and said today that it experienced a sales spike of 35 percent for the brand. The company expects the “popularity of stripe elements” to grow through the spring and summer season.
The collection includes tops, dresses and bodysuits.
The e-tailer cited the work of its data analysts along with its team of professional stylists for the quick success of the launch. Benjamin Zhao, head of product line marketing at Globalegrow, said it is “so interesting to see how our internal search results correspond with the current micro fashion moments.”
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The company also noted the popularity of stripes in 2016. Last fall, WWD highlighted stripes as a fashion trend for spring. Stripes were also key for the resort season, which can be seen here.
Aside from data scientists and stylists, Zhao’s development team includes professional buyers. “Those top stylists who once worked as ex-Zara studio designers joined with rich industry experience to help fully predict the fashion trend,” the company said. “Meanwhile, the data scientists in Globalegrow keep track of the fashion trend and customer preference by using the most advanced tools in the industry, such as Google Analytics, Google AdWords and self-developed analytical systems.”
See the Zaful collection here.
Globalegrow describes itself as a “cross-border e-commerce enterprise.” The site was founded in 2007, and the company said it “dedicates itself to promote technology usage in the ashion industry while focusing on fashion-oriented female customers.” Aside from Zaful, other brands that the company operates include SammyDress and RoseGal.
SammyDress includes men’s and women’s wear as well as children’s wear, accessories, beauty products, footwear and home goods. RoseGal has similar offerings, and includes plus sizes.