Commercial Strategy & E-Commerce Management for Eilean Brand

This evolution towards e-commerce caused its online sales to have a historic rebound.

In the first quarter, Sanborns' online sales soared 450%, while Sears' grew 387%. In turn, the Mexican brand Eilean Brand increased its sales by 254% annually in March and those of Martí did so by up to 500% between March and April.

Read full article

Commercial Strategy & E-Commerce Management for Eilean Brand

Due to a new strategy to boost its online channel and as a consequence of a boost in Mexican e-commerce due to confinement due to the coronavirus, the Mexican sustainable fashion brand Eilean Brand has boosted its online sales by 254% in March compared to to the previous month.
As reported by the brand to FashionNetwork.com , Eilean has three sales channels: consignee physical stores, wholesale buyers and its e-commerce. Until January of this year, online sales represented less than 5% of the brand's sales, being the smallest sales channel.

"Our e-commerce was implemented since 2017 and although it was a space that was updated every season, it was not significant for the brand and it was a 'showcase and contact' space," the firm explained.

"This year, resuming the strategy together with Localista Estudio, we worked to resume and strengthen our e-commerce channel. In February the online store was renewed and redesigned, also making it bilingual, with the spring-summer season, together with our team of marketing and recently joined the team, our e-commerce manager."

Thus, Eilean assured that March made her new effort immediately noticeable and her e-commerce channel represented 30% of the brand's monthly sales. In addition, online represented 10% of this first semester in total sales.

Read full article

Commercial Strategy & E-Commerce Management for Eilean Brand

Beaumaris Santillán, current CEO and creative director of the brand, assures that although their e-commerce had existed since 2017 and in February 2020 they began to reactivate this department, they did not have a formal and active online sales strategy.

“For e-commerce we did not have a formal sales strategy, we called it 'digital showcase' and to activate it, our director of electronic commerce rejoined. It started in February and a month later they closed our points of sale, which were the ones that supported us, and canceled events such as design fairs, exhibitions, etc. We had our e-commerce channel, which was only 5% of our annual income. I thought: 'There is no way that this can be sustainable for the entire brand,'” the businesswoman recalled. [...]
“We decided to put stores and events aside, as we realized that physical stores sold in a year what the site sometimes sold in weeks (...) In 2020 we closed with a growth of 13% in total sales and obviously all of that is almost online, since 80% of the income was entirely from the website (and still is). Our growth was a boom. Last year, e-commerce grew by 2,500% compared to 2019," Santillán specified.

Read full article