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A must read for anyone building an Online Fashion or Beauty Brand in the age of Social Media  

REVOGUE - A Step-by-step, Easy to Implement Guide for Emerging Labels to Rapidly Build and Market Their Fashion Brand Online

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REVOGUE, A Practical Crash Course in Fashion Ecommerce for Entrepreneurs, Fashion Designers and Start-up retailers

Do you want to make it big in Fashion E-commerce, but don’t know where to start? Do you have an online store but visitors exit your store without buying? Are you sitting on top of a pile of unsold stock? Are you spending a lot of money on your website’s design, development, hosting & marketing, but not getting any real return? You and your team work hard every day but your business isn’t making any real progress. If yes, then it’s time to REVOGUE. REVOGUE is a business framework for Online Fashion Businesses that can take you from “no sales” to a “profitable business”

What is REVOGUE?

REVOGUE is an ebook guide that shows how you can turn your online boutique into a profitable online business that you can be proud of. It’s everything an average, non-marketer & non-technical person needs to know to take his or her fashion business from zero to hero online.  

REVOGUE is about doing less and simplifying e-commerce without forgetting the golden rules of fashion. REVOGUE is taking the right steps at the right time. REVOGUE starts with streamlining the business at ground level. It’s about being laser focused. Being REVOGUE begins with mastering your core category instead of trying to sell everything. REVOGUE empowers you to compete with the biggest brands out there and build a loyal and growing customer base.  

REVOGUE is manufacturing locally and using ‘local’ as an advantage. REVOGUE is about connecting with your customers at an emotional level and building trust before showing them ‘Add to Cart’ button. REVOGUE is about converting more and more visitors into long-term customers. It’s about selling, tweaking, and constantly innovating. REVOGUE delivers just what your customers need and eliminates anything they don’t. It gets you there faster.  

In this Ebook, you will learn 

With REVOGUE, we will tell you about the rules of the game and how to win at it. We will tell you exactly how to go from a small online boutique to a high selling fashion label. You will learn things such as:

  • Why should you work with smaller, local manufacturers early on?
  • Why should you develop a core product category instead of trying to sell everything?
  • How to compete with bigger, established fashion brands out there?
  • How to dramatically increase your online marketing ROI?
  • Why building an e-commerce website doesn’t have to be the first step?
  • Why should you price down one of your products?
  • Why should you hire people from your target demographics?
  • How to be consistent with your brand communication?
  • Why does it pay to price your products 30% lower than your hero brand?
  • How to ‘actually’ use differentiation marketing?
  • How to increase the perceived value of your brand?
  • How to connect with your customers on an emotional level?
  • How to convert more visitors into long-term customers?
  • How to make your brand omnichannel from ground-up?
  • How to gain momentum and get your stock moving quickly off the shelf?
  • How to create an invisible sales funnel for the visitors on your website?

…and that’s just the tip of the iceberg. There are more than 50 essays about Fashion E-commerce in this ebook. The focus is on the bigger picture. We will tell you where to start and how to pick the right direction. We won’t bog you down with cheap marketing tricks. We’ll stick to the established business ideas & philosophies relevant to the business of fashion which drives several successful fashion business out there.  

The business concepts explained in this guide were followed by the icons of Fashion E-commerce industry — from Sophia Amoruso (Founder, to Angela Ahrendts (Past CEO, to James Lillis (Founder, to Susan Koger (Co-founder, to Andy Dunn (Founder, 

Faced with impossible situations, they found the astounding triumphs we all seek but they turned obstacles into opportunities and eventually became successful. These retailers are selling clothing directly to the consumer at higher gross margins, without fixed retail costs and above all – low customer acquisition cost. They all share a common trait; they are tech savvy non-technicals and understand how to leverage the ‘new’ internet and especially social media as a marketing & distribution channel. They sell more than just clothes, they sell an experience. Instead of trying to sell everything to everyone on the internet, they mastered a core product category and build a profitable and sustainable business around it.

Full list of essays included in the ebook

What is REVOGUE? About Me & I Love Fashion Retail  

Build a solid core product How much inventory? Manufacture locally Work with a small manufacturer early on Your products should seem to belong to the same family  

Price positioning Being exclusive Price down one of your product Hero brand But mark your average prices up Fewer categories  

Build a brand The big idea The content Know your brand’s personality and stick with it Show what makes you ‘remarkably’ different Associate your brand with a certain lifestyle Tell your story Consistency Hire people from your target demographic & psychographic  

Building a website is not the first step Start Offline Forget 3 Click Rule Ignore details early on White spacing  

Perceived Value How to take high-quality product pictures? Product pictures should match the delivery experience Product descriptions Product packaging  

Build trustpoints Go beyond security seals Honesty Customer stories (pictures of customers)  

How to connect with your customers? Don’t sell like you would sell a camera Stay new Use your about page Build Momentum - Rotate your inventory  

Promotion Don’t sell on Social Media, seduce Treat each post like a campaign Do it like a stand-up comedian Use Social Media to build an image Follow a theme and be consistent Don’t outsource Social Media to a Marketing Agency  

Data gathering Chats & Surveys Net Promoter Score (NPS) Know your top customers and treat them as VIPs  


What people are saying about REVOGUE

Very clear and understandable! Ralph, 


 I have enjoyed reading, Darren Moore 


Read it over the weekend, Insightful and thorough, yet compact (or minimal ;) Stephanie Phan, -- 

Best read this year! Andre McKay  

Who are we?

Hi there! My name is Pulkit Rastogi. I am Business Consultant, Writer, Internet Marketer, Educator and Researcher (no particular order there). My write-ups can be seen on Forbes & Moz. I have spent the last 10 years of my life providing consultancy to E-commerce businesses around the world. From all the industries that I have worked in, Fashion E-commerce has been the one that has always excited me the most. ILOVEFASHIONRETAIL is a result of my experience working with some successful and some not-so-successful Online Fashion Labels.  

We design, build & market global fashion brands. Our services range from Web Development, Social Media Management, Brand Identity and Content Production.  

The best way to connect with me is email at or you can also tweet @ilovefashionret.