Go Back to
www.WebWholesalerMagazine.com
FEATURE
Ahead of the Trend at
FashionWholesaler.com
HARLEEN HSIEH’S innate fashion sense is cer- customers need, and makes sure this happens by having the
tainly part of the reason why FashionWholesaler. customer service department call between 500 and 1,000
C com is such an successful company. Along with customers every month. “We make follow up calls to get
their much-desired products, the other reason the company their feedback and learn what they need.” As a buyer, Hsieh
is growing so quickly is because they actively listen to their feels this is especially important. “When you do the purchas-
customers. Hsieh, Director of Operations, began with the ing, you may add your personal preference into it, so we get
company as Offi ce Manager in its inception in 1999, sett ing customer feedback to make sure that doesn’t happen.”
up the fi nancial controls.
FashionWholesaler.com also makes sure its customers
Now, in addition to operations, she does much of the will be successful by assisting them with their order. Th ose
buying and has helped
FashionWholesaler.com grow into a who telephone usually ask for help, which the company is
company with over 2,500 products happy to provide, especially when
across seven categories, and nearly many are not very familiar with the
100 subcategories. Th ey began with fashion trends. “We ask about their
hair accessories. “Th e movie, Titanic, customer base and income level,
made hair accessories very popular, their location, and other questions
especially the butt erfl y clip,” said of that nature,” said Hsieh. “Th at
Hsieh. “But in 2001, that market aff ects what we recommend.”
became very slow. We met a handbag The company’s growth is
importer, and she wanted us to help refl ected in the ever increasing size
her, so we began selling handbags.” of their warehouse, which is cur-
Th e handbags quickly brought rently 20,000 square feet. “When we
a solid client base, and customers started it was 1,500,” said Hsieh. “A
began asking if
FashionWholesaler.com would consider add- lot of people are surprised to fi nd that although it is not a
ing jewelry, so they did. “We have gone from very few items to good year, we are moving to a larger warehouse!” According
being almost a one stop shop for our customers, due to their to Hsieh, “One of the great compliments we receive from
requests for other small accessories,” said Hsieh. Belts made customers is when they say, ‘Wow! I received my merchan-
their entrance when Britney Spears showed up in concert dise in less than a week!’ Because of our warehouse, we have
wearing one with rhinestones. “When we fi rst started carrying faster delivery than other vendors. We keep things in stock.”
belts, they were gone before we put them on the shelf,” said She notes that some companies only post the merchandise
Hsieh. “When a celebrity wears it, people want it.” and submit their order to their vendor when they receive the
Customers continue to ask for additional categories customer’s order.
and items, in order to shop with one trusted vendor. Said Th e majority of their customers are boutiques, but there
Hsieh, “Th ey are impressed with our collections. Th e hats are also groups that buy wholesale, such as churches, which
and scarves are selling very well, especially with the Red Hat purchase religious items like bible bags. Another group of
ladies. We are adding litt le by litt le, and plan to add sandals customers consists of the special order groups. “For instance,
and tees next summer.” Hsieh believes in bringing in what cosmetic companies with ten or 20 stores might special order
Continued On 24 whwytriright
22 November 2009
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76