In a move that has surprised the fashion industry, Frasers Group has announced the closure of Matches, citing significant losses. This decision has left many wondering about the repercussions, particularly for luxury brands that have relied on Matches as a key retail partner.
Matches have always been a vital platform for emerging and independent boutique brands to showcase their collections to affluent customers. For the smaller brands, the closure of Matches represents much more than just the loss of a retail outlet – it's a significant blow to their distribution network, brand visibility, and overall market presence.
One of the immediate concerns for luxury brands is the sudden loss of a main sales channel. A sales channel that bridged the gap between brands and their customer base. With Matches shutting its doors, these brands face the daunting task of finding alternative retail partners to showcase their collections to new audiences.
However, it’s not going to be that straightforward. Competition is high, boutique brands must demonstrate their market appeal and their main point of difference to secure partnerships with other retailers. This process can be time-consuming and challenging, leaving many brands in a difficult position as they navigate the uncertain terrain of the post-Matches landscape.
Our Advice
The closure of Matches demonstrates the importance of brand building.
It has emphasised the need for innovation, adaptation, and resilience when it comes to digital transformations. By embracing digital channels for your business, you’ll be able to strengthen your brand identity to succeed without the need for a retail outlet.
Up to this point, many brands have relied solely on the brand identity of the larger, more established multi-brand stores to showcase their offering. Now’s the time to step up your marketing efforts and become a brand that people want to shop directly - let’s increase those margins!
A strong website is fundamental for this shift to a B2C strategy. Investments in your website will go a long way, from how it looks visually, to the content and usability of the website. It all matters. Outside of the website, you’ll also need to strive for consistency across all digital channels, such as your social media and email strategy, ensuring it resonates with your target audience.
The key element of this shift is going to be around creating a trustworthy website which incorporates a more personal, curated experience for your customers. Your newly acquired website visitors need to be able to trust and get to know your brand, which was previously known under the umbrella of a much larger brand. To do this, ensure your website is working to meet customer expectations, while also filling it with everything they need. From customer reviews and testimonials to brand history, transparency in your manufacturing processes and content on why people should shop with you over your competitors. This is your website, it’s time to tell your story.
Once you’ve started, you’ll want to continuously monitor the effectiveness of your efforts, looking closely at your analytics. This will allow you to see what’s working, and what’s not so you can make adjustments when needed. At Ecrubox we pride ourselves in being led by data, so can’t emphasise this enough, it’s crucial to the success of your B2C venture.
Jessica Cory
Content Manager
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