Many fashion industry players have used the pandemic years to upgrade their e-commerce operations. This is also the case for the leather goods manufacturer Picard, which has placed its focus on digitization and the expansion of online business and has already had success: It increased its e-commerce sales by more than 110 percent in the past calendar year.
“The online marketplaces are showing particularly strong growth, where sales adjusted for returns have almost quadrupled,” explains the family business from Obertshausen in a press release.
Part of the e-commerce strategy was also to get Johannes Montag, an experienced digitization specialist, on board. He took over the position of Head of E-Commerce at Picard on May 1, 2021. The entire team in this area was also expanded and the marketing and e-commerce departments were merged. In October, the online shop was relaunched with the conversion to the Shopify shop system.
“The decision to invest more in e-commerce has already turned out to be absolutely the right one. Last but not least, thanks to exclusive online capsule collections, we were able to grow in the seven-figure range and make both prices and brand presentation more uniform and stable. In doing so, we are also specifically strengthening our broad network of brick-and-mortar retailers who are losing sales due to excessive online discounts,” comments Montag.
“Digital marketing measures as well as more price stability and a more uniform brand image through the integration of online marketplaces paid off,” the company sums up.