B2C Fashion Ecommerce Model - Desklib

This article discusses the B2C fashion ecommerce model and how it is used by top fashion stores like BNKR and Greats. It explores the principles and goals of ecommerce websites and how they optimize for SEO and content marketing. The article also provides a comparison between the two websites and their operations.

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B2C FASHION ECOMMERCE MODEL
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B2C FASHION ECOMMERCE MODEL
Introduction
There are three types of e-commerce models. They include: (B2C), (B2B) and (P2P). Today
ecommerce is leading in business worldwide (Wong and Ma, 2013). The different models are
being used. P2P involves business between one person and another person. In this case
consumers can sell goods and services to each other. This model lacks insurance. B2B involves
business selling goods and services to another business. The trade involves business among
enterprises. B2B has developed but it’s not so popular globally. B2B has involves three ways to
be successful. They include: purchases, teamwork and service. Finally, B2C is ecommerce
involving a business to customer. This is the major business model global. Most companies tend
to sell products and services to final clients directly.
A.
Business to Consumer model is the most used ecommerce model. Today most people are using
B2C model. The world has more than three billion people connected to the internet. This mean
that more sales are done online by business directly to the customers (Homsud and Chaveesuk,
2014). B2C will always address consumer need directly.Focusing on fashion industry. Most
business tend to sell their fashion product online directly to consumers. There is a number of
fashion online stores. Customers visit the sites and look for dress, bags, shoes, socks, sarees,
bottom wear, accessories and many more products. There is quite a number of website where
consumers can buy products. For example, BNKR, Greats, Zalando and many more.
For our discussion, we are going to consider BNKR and Greats. Both are USA based fashion
store. They use B2C model in the ecommerce. BNKR is among the leading fashion stores in
delivering fashion products in USA (Us.fashionbunker.com, 2018). BNKR is also an online
retailer in Australia. Due to ecommerce, BNKR is now a global company. It offers shipping to
50 states in USA. BNKR, also makes a premium Australian fashion accessible to the US and
hundreds of locations worldwide. The BNKR homepage URL is https://us.fashionbunker.com.
Below is screenshot for the homepage.

B2C FASHION ECOMMERCE MODEL
Greats is the other fashion online store based in Brooklyn in USA. The company specializes with
men and women footwear (Greats, 2018). It provides high quality footwear to direct consumers
at a great price. The company sells most footwear brands within 90 days. The website URL is:
https://www.greats.com. Below is a screen shot for the home page.
B.
BNKR applies business to consumer (B2C) model due to some visible factors. The company
provides the fashion products directly to the consumers. Any potential consumer visits the site
and searches for a product he/she may like. There are a variety of products in offered on the
website. The products include: clothing, accessories, labels, shoes and many more items. The
website belong to the B2C model due to some characteristics (Rahman and Mannan, 2018). First,

B2C FASHION ECOMMERCE MODEL
there is a shorter decision-making process. Potential customers can easily desire most of the
products from the website. This may result to customers instantly buying the products. Also the
website tends to target a large number of customers. Secondly, the website has shorter
relationship with the customers. This is because, there are buyer who do not return to the online
store to buy more goods.
Great online store also belong to the B2C model due to some factors considered. First, the
company owners declares that the business in mainly to provide the footwear directly to
consumers. Secondly, the business is product driven. Greats also tends to maximize on the value
of the transaction (Tian, Liu and Chen, 2015). The marketing transactions ate shorter. Also, the
need to capture any consumer’s interest via the social media platforms is immediate. The
campaigns ma also include special deals, discounts from time to time and customers may also get
vouchers. Thirdly, Greats is more concerned on the brand identity which is created through
imagery. The above characteristics makes both websites fit the Business to Consumer Model
(Murphy, 2018).
C.
There are a number of principle business goals for both websites (https://us.fashionbunker.com
and https://www.greats.com). They include: increasing the website traffic, search engine
optimization, content marketing and up-sell. Increasing the website traffic is the ultimate goal for
every business. Large website traffic leads to numerous number of potential customers accessing
the website. This may increase the number of sales made from the website (Katre, 2018).
Google analytics a great tool that show about the website traffic. It gives vast information which
includes, the dates, the location of the visitors, the landing page, the devices used, the session
and the bounce rate. Google analytics also should the source the visitors used to land the website.
The tools is used to make great decision such as where to advertise more, where to put up a new
branch among other decision (Zhou et al., 2013). When the website traffic in high, there are
chances of increasing the sales thus more profit in the businesses. Another business goal of the
website is the SEO. Both websites have optimized the SEO for Google, Yahoo and Bing (Nagar
and Gandotra, 2016). Search engine optimization bring in a number of benefits to a company.
First, it helps in brand building. Brand building enables customers to identify the company logo,
colors and the name of the company with a positive reputation. The brand building tends to

B2C FASHION ECOMMERCE MODEL
create great trust with prospects. Secondly, search engine optimization enables the company to
have a better position on the SERP (Berman and Katona, 2011). The SERP is dependent on the
number on clicks one receives. The top SERP get an average of 60% of all clicks. Customers
associate high ranking on SERP. The customers tend to have trust from the companies with high
ranking on the SERP (Tian, Liu and Chen, 2015). Finally, search engine optimization result to
more traffic to the website. More traffic leads to more sale thus increasing the business profits.
The third principal business goal of a website is the content marketing. Content marketing is a
form of promoting the website with a minimum budget. Content marketing is preferred to paid-
marketing. Content marketing involves blogging, posting, info graphics. The products on the
sites should have reliable information such that a customer is able to make good decision of on
the products they need to buy. For example a shoe should have information about the shoe size
and the several optional colors of the same shoe model. When the information about various
products in displayed the customer can comfortably choose the type of product they are
comfortable with (Kwak, 2017). Finally, the up-sell is a business goal for a website. The
ecommerce store are relied on helping in the sales process. The websites are designed in a way of
assisting in the sales process. It is easy for a customer to view all the products in a store from the
website. In case of any questions by the customers, the website have provides a live chat
platform for the customers to get instant feedbacks on their queries. The website provide 24/7
availability. This tends to increase the number of sales on the online stores.
D.
Attribute BNKR
(https://us.fashionbunker.com)
GREATS
https://www.greats.com
SCALE
FOR
BNKR
SCALE
FOR
GREATS
1 The website url has the full
business name. BNKR stands
for bunker. The name seems
slightly different from the
business name.
The website url has the
business name in it. In
this way one is sure
that the website
belongs to the business
2 5
2 Upon using some search Upon searching for 4 4

B2C FASHION ECOMMERCE MODEL
engines such as Google, Bing,
Yahoo, Ask, AltaVista etc. by
the word BNKR for the
business name or ‘fashion
bunker’, the first result were
belong to the company. This
indicates the search engine
implementation is good (Bar-
Yossef and Gurevich, 2011).
greats, the first result
belong to greats
company. The search
engine implementation
is okay.
3 The website give all the
information the users could
require.
The information in the
website is per as the
user requirements
5 5
4 The requires to acquire
customers’ personal
information are appropriate
The personal
information required is
appropriate.
5 5
5 The website has a privacy
policy that system that says
that company is committed to
protecting the privacy of all
the customer and the site
visitors. The company assures
the customers that the
personal information provided
will only be used to provide a
service and to improve the site
experience for the customer.
The website has a
privacy policy
agreement that says
that personal
identifiable information
and non-personal
identifiable information
is protected. The
customers may also
request the business to
remove the personal
identifiable information
as required.
4 5
6 The company has listed the
ethical standards on the
website. The company assures
The company also
offers refund when the
consumer is not happy
5 4

B2C FASHION ECOMMERCE MODEL
one of refunding the clients
when the client is not happy.
with the footwear
7 The company has ethical
standards and terms and
conditions that addresses the
legal issues.
The company has terms
and conditions one
must be compliant with
when making
purchases from the
website.
5 4
8 The website displays various
products according to
categories. It is very each to
search for a particular
product.
It is not easy to find a
particular product
except by searching the
brand. The shoes are
not categorized.
5 3
9 The language used based on
the location the located the
business is operating is okay.
The language used
based on the locality of
the business is
appropriate.
5 5
10 The product information
given is okay. But not all
product such as accessories
have all the information such
as the length.
The products have
information that the
clients may require
(Social media, content
marketing and
engagement strategies
in B2C, 2018).
4 5
11 No the website has
customization for the user.
The website has no
customization for the
user.
1 1
12 The users personalizes the
experience of the users. Once
the user has login into the site
and orders some products, the
The website
personalizes the user
experience. The same
way as the BNKR
5 5

B2C FASHION ECOMMERCE MODEL
customer can view a history
of the orders made. The
customer does not need to
register again.
website does. Whereby,
the user can view the
history of the orders
made previously.
13 The website offers emails
support and the live chat
support, which is more
effective (Elmorshidy, 2013).
The website provide
email support, by
leaving a message
(Coussement and Van
den Poel, 2008).
5 4
14 Itis easy with the use of the
search bar.
Use of the search bar is
efficient.
5 5
15 It is easy to read information
on the website.
The website
information is placed
appropriately and is
easy to read.
5 5
16 The navigation is okay (Liu,
2013).
The website navigation
is okay.
5 5
17 The website design is okay for
a fashion website (Plumley,
2013).
The website design is
also well done and
unique.
5 5
18 The website makes life easier
for users as it is easy to
acquire products at the door
step.
It makes the users
acquire quality
footwear at a good
price.
5 5
19 The website is efficient. The page loading is
also efficient.
5 5
20 The website is responsive to
all devices.
The website is
responsive all devices:
phones, tablet and
laptops (Guidang,
2016).
5 5

B2C FASHION ECOMMERCE MODEL
21 The payment ranges are
reasonable. The discount
makes the products cheaper.
The footwear are
within the expected
payment ranges.
5 5
22 The delivery options for the
products are okay
The delivery of the
footwear is reasonable.
5 5
E.
Both websites seems to have their operations done the right way. The ways they have display
their products is quite impressing. This is the reason they are among the top-selling fashion
stores in USA. There is some contrast between the two websites. https://us.fashionbunker.com
has a variety of products on the online store, whereas https://www.greats.com has specified on
the foot wear only. This difference could make BNKR make more sales as it attracts more
customer. BNKR is more likely to be successful due to its diversity in the products it provides
(Burinskiene and Daskevic, 2014).
References

B2C FASHION ECOMMERCE MODEL
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B2C FASHION ECOMMERCE MODEL
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