One year after entering the Romanian market, the fashion online shop ABOUT YOU has sold more than 3 million items to over 600,000 customers who trust the brand. Resulting in revenues above 100 million Euro revenue. Over the past 12 months ABOUT YOU has achieved a level of brand awareness of more than 79%. For the future, the brand plans to increase its activities in service, marketing and assortment to become market leader.
With a spectacular launch event in the Romanian capital Bucharest, attended by more than 300 social media stars, celebrities, industry experts and journalists combined with a huge two-phase marketing campaign, the digital fashion platform ABOUT YOU celebrated the start of its new fashion online shop aboutyou.ro on 1 October 2019. The large and diverse assortment, free shipping and returns and the online discovery experience are the Romanian customers’ most favoured benefits. The new fashion online shop received not only a lot of positive feedback from its customers but also a high volume of orders: In fact, the number of sales placed in the first 12 months significantly exceeded ABOUT YOU’s expectations, with more than 3 million items sold. More than 90% of the customers responded that they would recommend ABOUT YOU to family and friends, representing high satisfaction and loyalty of the customers.
“We’re very happy that the first year was so successful. We definitely see much potential for the future and aim to become clear market leader for online fashion on the Romanian market. We will continue to adapt our shop to local preferences, expand the assortment, further increase the service level and continue to innovate with new features, local events and collaborations”, states Tarek Müller, co-founder and co-CEO of ABOUT YOU.
In the past 12 months, ABOUT YOU expanded its offering for the Romanian market having increased the number of brands available in the country from 600 to almost 800 making available some truly unique brands in Romania.
The huge two-phase marketing campaign, run during last year’s market entry, has been a great success and resulted in a brand awareness of more than 79% percent – which is still growing. After one year in the market, ABOUT YOU in one of the strongest and best-known fashion online shops in Romania.
But the fast growing e-commerce company also has big plans for the future. ABOUT YOU pursues an innovative marketing strategy: The aim is to become less dependent on classic advertising and existing marketing channels by focusing more on direct channels for customer communication and creating real emotions with interactive brand experiences, such as new social media formats.