Holiday sales at San Diego-based GoClothing.com, a high-fashion apparel retailer that makes 90% of its sales online, are outstripping last year’s volume by 50%, says Steven Hyde, president.
Hyde attributes part of the increase to using pay per click services from Overture Services Inc., a Pasadena, CA-based division of Yahoo Inc. He’s using the service for the second time this year and pays from 10 cents to more than a dollar per click, depending on the brand.
The company also is advertising in magazines for the second consecutive holiday season, and that exposure combines with pay for click service to produce results, Hyde says. This year, GoClothing.com print ads are running in Lucky, US Weekly, Cosmopolitan and Elle.
A third factor in the sales increase is the company’s improving ability to pick the right fashions, a knack that comes partly from experience, Hyde notes.
Frequent rotation of the items featured on the company web site also triggers interest among shoppers, and Yahoo Merchant Solutions templates make that easy, according to Hyde. He says his 4-year-old business has used Yahoo Store for three years.
GoClothing.com operates a small retail showroom at its 3,000-square-foot San Diego warehouse and plans to open a second, 2,000-square-foot store in Tucson, AZ, in the second quarter of next year. The Arizona store will give the company exposure to nearby University of Arizona students, who fit the retailer’s 18- to 35-year-old demographic.
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