Francesca’s Collections is one of the fastest growing specialty retailers in the United States. It is a women’s clothing, fashion jewelry, accessories and gifts boutique. It sets itself apart from other women’s retailers because it offers gifts, apparel, home accessories, and jewelry that reflect the most fashionable styles from all over the world.
Francesca’s Facebook page has 63,664 likes and the content of the posts pertain to announcements of sales, special promotions, new products, and questions to their followers about their experiences with Francesca’s.
Francesca’s Collections is a boutique so they utilize social media a lot more than they do traditional advertising. Rather than spending a lot of money on paid advertising, Francesca’s relies on spending their time creating word-of-mouth or word-of-mouse to inform people about their store.
Francesca’s relies heavily on their Facebook page to interact with their customers and prospects. Customers are encouraged to post pictures of their new outfits and receive feedback from other fans. Also, Francesca’s blog is often highlighted and includes DIY tutorials and style guides.
When you visit Francesca’s Collections page, new products and sales are usually the first things you see. Products are featured in the cover photo, posts, pictures, and blogs. Francesca’s “pick of the week,” which ranges from dresses to tops, is always 20% off for the chosen week. If someone were to click on the link to the pick of the week, they would be redirected to the item on the website including multiple views of it as well as a very descriptive section featuring what it is made out of, fit and sizing, the shipping information and information on returns and exchanges.
One of the things Francesca’s does best is showcase how a specific piece of clothing can be worn and what other things could go with it to make it an outfit. Something unique about their product descriptions is that they offer what type of instances the clothing item could be worn, and then they match it up with events happening around the states. For example, one pick of the week is called “Sun Child Dress” and the description encourages someone to buy this if they are attending the popular musical festival in California, called Coachella.
New Fans and More Sales
Besides gaining fans, Francesca’s Collections main focus is to create more sales. Besides the use of the “pick of the week,” Francesca’s also features flash sales. Flash sales can last for a few days or a few hours and usually include 25% off their entire website or select items. The flash sales are great at causing immediate action by consumers. As soon as some people see a flash sale on Facebook, they may only have a few minutes before the sale is over. Because fans of Francesca’s Facebook page are encouraged to immediately buy a product, the boutique is able to benefit from the content it has posted.
Overall, I think that Francesca’s Collection fan page does a great job of encouraging engagement and increasing sales. I think it is very important that consumers are interacting with one another and sharing their experiences and purchases from the boutique. The promotions that Francesca’s has created for their Facebook are also very successful. Because consumers are directed to take action right away, Francesca’s is seeing an increase in sales of these items. They often sell out of these high demand items before the promotions are over. If Francesca’s can keep strengthening its Facebook fan book, they may be able to eventually to compete with the powerhouse boutiques such Anthropologie.