The Los Angeles-based juniors’ brand, which launched in 2003, relaunched e-commerce late last month and is upping its social media presence in a big way. The company also recently welcomed new designers.
“Restricted saw growth in all facets of the company, both in e-commerce and national sales,” said GM James Matush, who has been with the firm since 2005. “Also, [we’ve seen] growth in consumer awareness — our Facebook just reached 60,000 fans.”
The revamped website is currently promoting a sweepstakes, offering discounts and a chance to win a fall wardrobe from the brand. Several Twitter contests and giveaways are also in the works to increase followers.
Here, Matush tells Footwear News about the website makeover and gambling on inventory.
1. Why did you decide to revamp e-commerce now?
JM: Our goal at the beginning of the year was to become a consumer-friendly, consumer-aware brand. Sales were a nice byproduct of revamping our website, but its main purpose was to reach more consumers. Now there is a more easily accessible homepage, a press slideshow and an interactive lookbook.
2.What kind of risks have you overcome this year?
JM: We gambled on our inventory this year. This past year we bought more inventory, sometimes without having orders. However if we believed in the style, we purchased it on faith and it paid off when we eventually received the orders for [those] styles. This helped us tremendously by increasing sales and product visibility in the marketplace.
3. Do you have any 2014 New Year’s resolutions for the company?
JM: We’re keeping 2013’s resolution for 2014: to become a more consumer-aware brand. We will do this by keeping our quality standards, being affordable and staying ahead of the social media. Also, we will be marketing more than ever before.