Finding Success on PoshMark
Finding Success on PoshMark
'Tips and Tricks' from someone whose been around the block
- Social Media: e sure to market your closet on other platforms. Why? Because you may be marketing to individuals that have never used the app which means you are accessing a fresh set of eyes on your products. I find that Pinterest is a great tool to increasing you following, viewership on individual items, and driving sales. I use Instagram and Facebook to remind my customers that I am here and narrate my story (mission) versus try and sell them on my closet.
- Stay Connected: women respond to connection and purchase nearly 100% of the time by emotion and not necessity. So its extremely important to make a connection with your buyers whether be on an emotional level or just by adding that special touch of customer service - going above and beyond their expectations will increase their chances of remembering you and the potential of becoming a repeat customer.
- Lighting: lighting should be consistent across all listings (otherwise it is distracting for potential buyers and they will skip over listings that aren’t consistent)
- Try photo editing apps like Afterlight, VSCOcam, or LookSee
- Variety in Cover shots: make sure to use variety when styling your overshoots (i.e. try flat lays, modeled shots, and hanging shots) to create visual interest and it will break up the viewers attention giving them reasons to stop and look at each of your items individually.
- Update old listings: if a listing is older than 3 months the viewership of that item drops significantly so be sure to update that cover shot with a new an interesting look and consider seasonality when styling looks for the cover shot. (Even consider starting over with a fresh listing. I often delete old listings and create new ones because this item will now show up in ‘just in’ section which significantly increases your viewership of that item and might just score you the sale you were hoping for.
- Group items together: try incorporating multiple items you have for sale when styling your shot, I often have people ask if I’m selling a shirt or necklace that I’ve styled in the cover shot which increases my viewership and might just get me a bundle. Just indicate in the listing that other items are for sale as well.
- Aesthetically pleasing photos: Let’s face it, a pretty photo will get you to stop and look and may even cause you to click on it to view it further. This is what you want people to do. So, be thoughtful when shooting your cover shot, remove clutter, improve lighting and display your item in the best way possible because you only have 2-3 seconds to capture someones attention, so make it a showstopper. Fact: 90% of women don’t buy something the first time they walk into a store (and even less online). That means you have a 10% chance of making a sale, that being said you need start stacking the deck in your favor to increase your chances for a sale.
Branding Your Closet
- Branding your closet means that you are creating a look that is uniquely identifiable to you, so when shoppers see individual listings of your items in their feed they automatically know its you. Think about this way, when Coca Cola redesigns their cans every season for holidays and events they might have different looks but the logo and color is always the same - you could spot a can a Coke anywhere, right? So when you are building your listings, cover shots, packaging and ads in your closet make sure they are all very cohesive and most importantly represent your business or your closet.
- Come up with a name that’s unique and may not include your name or the word ‘closet’ in it. Its more memorable that way and can represent your mission for your business.
- If you are struggling with branding the first steps are to start by developing a mission, vision, and core values for your business along with a mood board (inspiration board). By coming up with a mission and vision it helps you tell a story to your customers and give them an opportunity to connect with you.
- Meet the Posher: You should have a listing dedicated to who you are. Show your customer a piece of you so they know who they are buying from.
- Packaging: Your packaging should also reflect you and should represent the brand of your business. It should be thoughtful and always include personalized thank you notes. Again reiterating a personal connection with your buyer which will help solidify your relationship and build the potential for repeat business. Basically, be memorable.
- Make promises & Keep them: Ship time is just as important to a customer as everything including getting a great deal, after all they are paying a premium for shipping so they should expect a quick ship time. Thank them for placing their order and let them know when the order will ship. Then make sure it goes out. PM customer expect that their order ships in 1-2 business days so have everything ready to get it out on time. Did you know that you can order free shipping supplies from USPS and have them delivered to your door? Just go to www.usps.com and create an account. From there your can pick the boxes you need and order them.
- Sharing: there is definitely an art & strategy to sharing your closet and others. We got some serious clues into what time of day to share your closet and others so be sure to plan your ‘sharing’ schedule around those times when shoppers are most active on the app. I find that even though there isn’t a lot of activity on the app super late night shares can pay off (all those women that work the night shift need to shop too). Because there isn’t a lot of activity on the app it means that your listings won’t be competing so many other people sharing content. Lastly, on Friday-Sun I focus on finding new people who have just joined and started a closet and start sharing their closet. I also reach to let them know they can always tag me when they list new things and can ask questions at any time. Remember back to that time when you just joined and had no idea what you were doing. It would have been nice to have someone reach out and lend a helping hand, right? Lastly, I always focus my sharing on past customers - sharing there closet can turn into more sales for them which puts shopping money in their pocket and then possibly in yours.
- Bundle discounts: I offer tiered discounts based on quantity purchased. I have a listing in my closet lists all the discounts since for now we can only offer 1 discount at a time and I follow up with ever shopping that starts a bundle reminding them about my discounts available. It almost always turns into a sale.
Identifying Your Customer & Find New Customers
Identifying Your Customer: whether you are resale boutique or a retail boutique identifying your customer is very important. Below is a list of characteristics that helped me define my customer.
Demographic: early on its important to narrow your demographic so that you don’t get over your head. So decide if that’s men’s, women’s or children. From there narrow it even further by selecting an age group.
Geographic: based on your current customer base (i.e. your followers try and identify where your followers are located so that you know what types of clothing they wear and if they experience seasons or not). If 90% of your your customers live in southern California you may not want to be stocking your closet with ultra thick sweaters and heavy winter jackets.
Pick your style: stock your closet with a style that represents you and is reflection of your personal style. I think this is super important because it should represent your brand and feel authentic to your own style. I like things that are simple, well constructed, and monochromatic so most of the items in my closet are representative of that. Now if you are strictly a resale boutique this isn’t as important but its nice to create some type of a niche for your shop regardless so be selective the brands, price points, and styles.
Pricing: its really important to do your research when pricing both retail and resale items. With retail items, most of your designers might have a suggested MSRP that you need to follow so be sure to find out ahead of time if they do and cross-reference that price with similar retail items selling on the app to make sure the suggested MSRP is in-line with other items that your customers will be comparing them too. If the designers aren’t suggesting an MSRP than you can use a typical retail mark-up which is around 2.2 up to 3.0%.
When pricing resale items take into consideration quality, condition, demand, and season. Also, its always important to see if their are similar items selling online and price it accordingly.
Here’s an example: $15 (wholesale price) x 2.2% (retail mark-up) = $33 (suggested retail price)
I usually will round this number up to the nearest “preferred” price based the category. There are always price points people are willing to pay spend per item so again cross reference this number with the price others are selling at so you don’t price yourself out of the category. This goes back to point where you only have 2-3 seconds to get someone interested and if your item is priced to high it will deter anyone from even trying to negotiate. Price it right, the first time.
Styling your photos: when shooting your items be sure they are being styled with your customer in mind. Style them with other items your customers would be interested in. It might get you a bundle sale and the last thing you want is your customer thinking to themselves, “I would never wear those together.”
Finding New Customers: there are a lot of ways to find new customers within the app and outside of the app. Now its still important to keep your current customers engaged by notifying them when new items are added, when sales are happening, or when you have price drops. I focus these notifications on Fridays and only send them out 1-2 a month so they don’t get irritated. Also, I have specific customers that I notify directly because I have gotten to know their personal tastes.
Finding customers within the app: I use the Find New People section and target ‘recently joined’ and ‘fresh closets’ and introduce myself. I also share their closets and listings and let them know that as they get more listed to feel free to tag me so I can continue to share their closet. At the very least you are sharing others closets and they share yours but usually it turns into more sales down the line. I do this once a week.
Finding customers outside the app: I use Pinterest as a way to get more exposure on my closet as well as my own personal blog where I have link to shop my closet. There isn’t a great way to track whether this turns into sales but any extra exposure you can get the better.
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There is likely so much more I could share so if you have ANY burning questions or what more help with your closets DO NOT hesitate to ask, because I am happy to help!