243 – Mark Baartse of Showpo – Science, Art, and Fast Fashion

ShowPo

ShowPoHow content drives Australian online fast-fashion clothing store Showpo…

Mark Baartse, CMO of Showpo (a Sydney-based, Australian online fashion retailer primarily aimed at young women) joins Pavan Bahl, Marc Raco, and guest host Rohan Deuskar (Stylitics) on location at Shoptalk 2018 in Las Vegas. MouthMedia Network studios are powered by Sennheiser.

In this episode:

  • Being a data geek in marketing the latest and greatest fast fashion for young women, great customer experience, quick turnaround
  • Why Showpo is all over the news with the company executing well, CEO Jane Lu has a strong personality, brands are personalShowPo
  • The reach of Showpo– over 3M combined followers over all channels with high engagement, not bad for a small Australian company
  • How Showpo is almost content company more than fashion company, it comes down to data and analysis behind it that drives it
  • On the founder Jane Lu, from a Chinese immigrant family to becoming an accountant, hating it, quitting her job without telling her parents, and starting Showpo in a garage with credit card
  • A unite April Fools prank creating ShowBro (people didn’t get it was a prank — keep asking about how that fictitious brand is doing)
  • How Showpo is integrating info from other sources outside of normal patterns, such as older people influencing decisions
  • Core customers influenced by peers, celebrities, social media, Showpo does a lot of influencer work
  • Events are big, starting to be looking at what type of events drive conversion
  • How Showpo is thinking about integrating more closely with that person’s social calendar to predict, marketing
  • The amount of data is overwhelming, creating content around what to wear to specific events,
  • Utilizing AI for suggesting outfits
  • Creating content native for each platform and utilizing user-generated content
  • Visual search
  • Showpo launching a native app
  • Showpo is selling globally, but how much love you give those markets may be different than your own home country (i.e. Australia)
  • The formal nature of Americans, working at the Tower of London
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