SilkFred is a fast growing e-commerce retailer that sells fun, unique, affordable womenswear from over 700 independent brands. Following their recent success in CV’s 2019 Ones to Watch in Tech, we profiled SilkFred and caught up with Emma Watkinson, CEO and Co-Founder of SilkFred, who provided us with a glimpse into the striking pieces the retailer offers their clients
Established in 2011, SilkFred is a fast growing e-commerce platform that sells unique designer fashion at high street prices.
With a mission to be an end to end solution for independent fashion, SilkFred enables a diverse range of independent brands to reach customers who love discovering new and affordable styles, which are often difficult to find. Over the years, SilkFred has been successful in catering to women who seek to find an outfit which not only is unique, but also makes them feel special. Whilst on the topic of the retailer’s success, Emma begins by highlighting the main factors that has been vital to SilkFred’s accomplishments.
“Here at SilkFred, we are a customer centric company and have built our following by engaging with customers to learn more about what they love. It’s not about what we think is ‘cool’. We empower our customers to tell us what they would like to see more of.
“Since launching SilkFred, we’ve had countless positive and empowering conversations with our customers, often sparked byinteractions on social media. We realised that our customers look to us at the most important and memorable times of their lives, seeking outfits that are as special as the occasion. I have to say that one of the most significant interactions for me has been an Instagram post of a new mum breastfeeding her baby in one of our dresses – sometimes a picture is worth a thousand words.”
Enabling the retailer to deliver a successful customer focused approach, is the dynamic and creative team which forms the backbone of SilkFred. When discussing the internal culture, Emma is keen to highlight the key role the team play in the overall success of SilkFred, as well as how they overcome any challenges which come their way.
“It is no secret that our team is the ultimate competitive advantage we have! Even though we operate within a very competitive industry, I think that is a good thing for our customers as it brings out the best results from everyone involved in the process.
“An ongoing challenge is always going to be about not only meeting customer expectations but exceeding them. However, I believe that’s how it should be!”
Bringing the interview to a close, Emma signs off by revealing what the future has in store for the team at SilkFred, going into detail about exciting plans in the pipeline for the retailer, especially following their rightly deserved success in Corporate Vision’s 2019 Ones to Watch in Tech.
“Moving forwards, we are about to start testing working internationally, and we are very excited about taking out various brands and their unique styles to overseas customers.
“Ultimately, we have ambitious plans for the future and along without team and brands, I am very excited to take SilkFred to the next level.”
Web Address: www.silkfred.com