Affordable clothing e-retailer RoseWholesale is becoming more customer-centric

E-commerce clothing site is focusing on better quality and an easier shopping process

Source: rosewholesale photography

RoseWholesale, an Asia-based online fashion retailer with wholesale prices, has taken several major steps to ensure product quality and enhance the shopping process.

"The increase in Internet shopping in recent years has encouraged many suppliers to cut corners in order to remain competitive in the market," said RoseWholesale Operation Manager Shulin Lee. "This, in turn, has led to lower-quality products. We're combating this problem in a number of ways."

"We've assembled our own photography to shoot product images and we're weeding out suppliers whose products don't meet our high standards." In addition, all products on the RoseWholesale website now have just one stock keeping unit (SKU), thus ensuring customers they'll be receiving the merchandise that is accurately advertised on the site pages.

In the upper right corner of each product page on the RoseWholesale website, there is a corresponding SKU number, which can be found in the company's Product Data Management (PDM) system. It allows staff to track the product corresponds to the researcher and buyer, model information of the picture, copywriting and suppliers' information. RoseWholesale PDM system also added a scoring function, which rates product quality and monitors supplier inventory.

"These safeguards allow our customers to shop with confidence, knowing that product photos and descriptions are accurate," said Lee. "We've also taken steps to increase the security of the payment process, and make returns and refunds easier."

Photography: an important marketing tool

As the popularity of e-commerce grew, the clothing market expanded in leaps and bounds. This dramatic growth attracted a large number of market players, which led to a host of issues with product quality, efficient shipping and product identification. A common problem was inconsistency between the photo and the advertised item.

This led RoseWholesale to set up its own photography group and hire professional models. "By doing our own photography, we ensure that all of our products are accurately portrayed," said Lee. "We only use supplier photos for products that don't require models, such as watches and jewelry. Other e-retailers, like DressLily, TwinkleDeals, has also been aware of the important of the consistency between picture and product, and began to control the quality of the pictures like us."