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FEATURE
Trendy Fashion Fun at Doki Geki
F
OR STORES that cater to the junior market and rely on suppliers of hot, trendy, and cost eff ective items,
DokiGeki.com is the place to buy. Although
the company has been in business for nine years, they did not go online until 2006. Online buyers are primarily mom and pop operations with two or three stores, or eBayers, while the larger clients oſt en visit the showroom in Los Angeles.
DokiGeki.com has over 1,000 items, and everything in the showroom is on the website. New arrivals, which come in every other day, are uploaded within 24 hours. T e majority of Doki Geki’s fashions are
made in the USA. Said Noel Gonzalez, Ecommerce Director, “We have a factory in Vernon, CA, where the pat erns are created, and the sewing and fi t ing is done. We also have an in-house design team which goes shopping twice per week to see what is hot, and how we can extend that into future production.” T e other 30 percent of their line, such as crocheted items or those made of chiff on, is imported. Said Gonzalez, “We have a person who does the import buying. She is really on target in selecting trends, colors and styles to add.” T e hot est colors and trends fi gure promi-
nently in their website. “Whatever we feel is going to be important, diff erent, or refreshing are factors we consider when we are doing new graphics or deciding what to focus on,” said Gon- zalez. “If it is all about fuchsia, then we do fuchsia. If the hippy thing is hot, then we pull out all the hippiesh items.” He stressed that they want their buyers to enjoy the buying process, and believes that is what keeps Doki Geki diff erent from the other 10,000 websites that sell apparel.
Gonzalez said customers like that the, Website is easy
to use, and indeed, it is refreshingly simple. T e primary categories are New Arrivals, Tops, Bot oms, Dresses, Outerwear, and Sale Items. It is also very easy to create an account. Buyers need only click on Join, enter their information, choose a password, then click Submit. Once that is done, they receive a confi rmation email. Signing in provides access to the item details and prices, and enables online ordering. Doki Geki has no minimum
order, as they sell by prepack. Most are fi ve pieces: two, two, one, and then it depends on cost per unit. Gonzalez said generally,
items can be sold at 100 percent markup. According to Gonzalez one of the rea- sons for no minimum order is because, “T e integrity of our line is very important.” Doki
Geki recognizes that there are only pictures by which to gauge the product. “Once they order one item and know our product, they feel more secure in placing frequent orders. We make sure they are satisfi ed with the product, the service, and the way we carry the customer relationship with us. We want them to trust us.” Frequent orders make for regular customers,
which bring advantages, Gonzalez said. “We can give refunds instead of exchanges. Also, we can provide a sample. I will look at their order history to see how many they have made in the last six months. Sometimes I know the customer and can say, ‘Whatever she wants, she gets.’ T ere is much more fl exibility, because we know they are trustworthy.” Online strategies for 2009 include
increased marketing, and Doki Geki now has a person who is focusing on SEO strategy to achieve higher ranking with both Google and
Continued On 52
38
April 2010
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