Modnique.com is adding “Shops” – a permanent selection of apparel and footwear for men and women. This marks a significant shift for the three-year-old e-tailer, which has annually grown 90 percent off its 36-72-hour flash sales.
According to Modnique CEO Einaras von Gravrock, the shift is due to an apparent consumer need for more traditional means of online clothing shopping.
Whereas flash sales – or “Events”, as the site likes to call them – involve a lengthy shipping process where items change hands from seller to site to shopper, Shops items ship directly from Modnique’s five global warehouses within 72 hours of purchase.
As Gravrock explains, Events allow for “inspiration shopping… [but with] Shops, it’s more of a pull-style experience.”
Since its unveiling, business has swiftly grown for Modnique’s new segment, with customers spending 15-20 percent more on Shops merchandise than they typically do on Events.
Modnique is the latest in a line of flash sellers to have de-emphasized the model in recent months. July saw Fab.com announce the layoff of Berlin-based workers as it consolidated operations to New York – moves designed for longer sales and improved shipping capacity. Last month, flash accessories e-tailer Sneakpeeq Inc. went on “hiatus” with no further word on its fate.
Another fading hopeful, Totsy.com, was ready to capsize three months ago when Modnique purchased the mom’s and tot’s flash seller.
Gravrock – who states that his team was eager to expand into kid’s apparel when the June deal arose – has since expressed satisfaction with converting Totsy customers into Modnique regulars.