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SilkFred

From EverybodyWiki Bios & Wiki




SilkFred.com
Type of businessPrivate limited company
Type of site
Fashion,
e-commerce
Available inEnglish
Headquarters10 Southgate Road, London, United Kingdom
Country of originUnited Kingdom
OwnerSilkFred Ltd.[1]
Founder(s)Emma Watkinson, Kate Jackson, Stephen Jackson[2]
CEOEmma Watkinson
RevenueAprrox. $12.9 million
Websitesilkfred.com
Alexa rankSteady 6,632 (UK) silkfred.com Traffic Statistics
CommercialYes
RegistrationRequired to purchase
Launched2012; 12 years ago (2012)
Current statusActive

SilkFred.com is an online marketplace for apparel from independent and emerging designers. It was founded in 2012 and is based in London, UK.

History[edit]

SilkFred.com was launched in 2012[3] by Emma Watkinson,[4] Stephen Jackson and Kate Jackson,[5][6] as a virtual marketplace for fashion including clothing, shoes, bags, jewellery, and accessories.[1]

According to the founders, the idea came about when Stephen Jackson asked his then friend Emma Watkinson for advice on increasing sales for a fashion brand which another friend of his had invested in.[7] Watkinson recruited emerging designers at universities and at events such as London Fashion Week.[8] The founders sourced seed funding from angel investors and through crowdfunding platform Crowdcube[9][10] and later private equity firm Livingbridge.[11]

The website had sales of £11 million in 2016 according to The Telegraph, generating 90% of sales through Social media marketing.[12][13] The company has stressed the importance of social media as part of its marketing strategy, with Watkinson quoted by The Guardian as saying "growing our Facebook page from 3,000 fans to over 130,000 fans in six months was the best investment to get customers and brand awareness."[14] As of December 2018, SilkFred had more than one million followers on social media platforms, and stocked more than 600 clothing brands,[15][16] growing to more than 800 brands by April 2020.[17] CEO Emma Watkinson said ina 2018 interview that the company is committed to complementing the ‘macro’ marketing activity and behavioral data that personalises the online experience with genuinely individual contact via social channels, stating “We say we use social media as our shop floor... ...yes, we’re selling online, but we’re not a faceless business.”[13]

SilkFred claims that the photos of models' it uses are not retouched or airbrushed, stating "We don’t alter the shapes of our models, we don’t airbrush their bodies, these are real women who enjoy feeling comfortable in their own skin".[18] Rihanna and Little Mix's Perrie Edwards have been named as SilkFred customers by the Evening Standard.[19]

In 2019 and 2020 respectively SilkFred added occasional maternity wear[20] and disability-friendly clothing labels to its marketplace.[21]

During the COVID-19 pandemic, the website saw a surge in traffic as people transitioned to furloughs and working from home. In response to the crisis, the site extended its returns period from 30 days to 60 to help shoppers who might not be able to get to a post office easily.[22]

Awards[edit]

Award Year
Best Fashion Retailer (Finalist), Retail Week Awards 2019[23]
Best Emerging Retailer (Finalist), Retail Week Awards 2019[23]
Indie of the Month, Retail Gazette February 2017[24]
Best Online Business - Crowdcube Awards 2014[25]

References[edit]

  1. ↑ 1.0 1.1 "Company Overview of SilkFred Limited". Bloomberg. Retrieved 9 March 2019.
  2. ↑ "SilkFred". Crunchbase. Retrieved 3 June 2020.
  3. ↑ Graeme Moran (11 December 2015). "My Fashion Life: etailer SilkFred founder Emma Watkinson on her love of independent labels '". Drapers. Retrieved 9 March 2019.
  4. ↑ Alice Abbiadati (21 October 2016). "Emma Watkinson: «Più free wifi per tutti»" [Emma Watkinson: 'More free wifi for all']. Vanity Fair (in italiano). Retrieved 9 March 2019.
  5. ↑ Hannah Baker (29 March 2016). "'When women succeed economies do better'". Bristol Post. Retrieved 9 March 2019.
  6. ↑ James Caan (18 March 2015). "Starting a business: how to be better than the competition". The Guardian. Retrieved 9 March 2019.
  7. ↑ Sam Allcock (17 January 2019). "Interview with Emma Watkinson, Entrepreneur, CEO and Co-Founder of Silkfred". The London Economic. Retrieved 9 March 2019.
  8. ↑ "SilkFred.com a New Online Destination Showcasing Emerging Designers". The Emerging Designer. 21 January 2012. Retrieved 9 March 2019.
  9. ↑ "4 Opciones para conseguir un préstamo de dinero y cumplir tus sueños" [4 Options to get a loan of money and fulfill your dreams]. Cosmopolitan (in español). 16 July 2018. Retrieved 9 March 2019.
  10. ↑ James Caan (20 November 2013). "Startup success: the key to securing second phase funding". The Guardian. Retrieved 9 March 2019.
  11. ↑ "SilkFred". Livingbridge. Retrieved 9 March 2019.
  12. ↑ Ashley Armstrong (10 December 2016). "SilkFred fashions a £100m stock market listing". The Telegraph. Retrieved 9 March 2019. ...on track to make £11m in sales this year... ... and generates 90pc of its sales through social media.
  13. ↑ 13.0 13.1 Tina Morwani (17 July 2018). "How SilkFred made social media a personalized experience". Criteo. Retrieved 3 June 2020.
  14. ↑ Kitty Dann (21 January 2015). "Managing business growth: expert advice for small businesses". The Guardian. Retrieved 9 March 2019.
  15. ↑ Fiona Briggs (12 December 2018). "SilkFred delivers data-driven trends with Looker". Retail Times. Retrieved 9 March 2019. ...on track to make £11m in sales this year... ... and generates 90pc of its sales through social media.
  16. ↑ Laurie Clarke (20 February 2018). "Looker delivers data on fast fashion retail at Silkfred". Computer World. Retrieved 9 March 2019.
  17. ↑ Caitlin McBride (8 April 2020). "Instagram 'it' brand SilkFred's SS20 collection remains true to its core - especially during crisis". Irish Independent. Retrieved 3 June 2020.
  18. ↑ Nikki Brown (27 March 2018). "10 Brands Leading the Body-Positive Movement with Unretouched Ads". StyleCaster. Retrieved 9 March 2019.
  19. ↑ Joanna Bourke (29 March 2016). "Growing in style — the fashion start-up reeling in Rihanna & Co to shop online". Evening Standard. Retrieved 9 March 2019.
  20. ↑ Terry Clark (28 October 2019). "SilkFred launch a new maternity-friendly occasionwear line". Retail Focus. Retrieved 3 June 2012.
  21. ↑ Susie Haywood. "SilkFred Sells Disability Friendly Clothing Line Kintsugi". UMi. Retrieved 3 June 2012.
  22. ↑ Joanna Bourke (2 June 2020). "I am proud of how we have tailored to difficult times, says online fashion boss". Evening Standard. Retrieved 3 June 2020.
  23. ↑ 23.0 23.1 "Retail Week Awards 2019 Shortlist". Retail Week. Retrieved 9 March 2019.
  24. ↑ Elias Jahshan (2017-02-20). "Indie of the Month: SilkFred". Retail Gazette. Retrieved 9 March 2019.
  25. ↑ "The Crowdcube Awards - The Winners!". Crowdcube. 2014-01-07. Retrieved 9 March 2019.


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