eCommerce Success Case: Minimalism or the "no-brand" Brand
Miguel Nicolás
30/01/2024
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We are going to go back to our eCommerce success stories with Minimalism: a brand with awareness that exudes coherence.
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It is interesting to analyze what others do, study their online stores, their marketing strategy, the type of products they sell... but also their market positioning, mission, and vision.When we talk about Minimalism, we are discussing a company which philosophy and principles of its creators determine everything else, down to the most seemingly insignificant detail.Join us to discover how less can indeed be more and profitable for everyone.
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What is Minimalismbrand.com?
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If we are talking strictly practical terms, Minimalism falls within the fashion segment. Well, clothing and accessories, because conceptually they are the polar opposite of what we understand by "fashion".Currently, fast fashion has become a trend. Platforms like Shein or large retailers like Primark have favored a consumption model based on lower quality and less durable products at a very competitive price.On the other side of the scale are the big brands, those that project social status and whose products are usually of higher quality, but the prices can be exorbitant. With these brands, we are paying for identity and social positioning, far above the product itself.
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Minimalism Philosophy
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Minimalism believes there is a market niche for those who offer product quality, sustainability in production and distribution without worrying about flaunting a particular brand.This article title talks about "no-brand" brand, because in their organic cotton garments, produced locally, you will hardly find their logo.They advocate for reclaiming functionality for functionality's sake and letting the users themselves project their personality.We have spoken to you before about eco-friendly companies, but Minimalism is probably a step ahead.What do they do that makes us say this?:
- They have their factories in Portugal, only 550 kilometers from their warehouse.
- They use 100% organic cotton in their textile creations. It is durable, resistant, and does not come from animal exploitation.
- They optimize resources but also reduce, reuse, and recycle raw materials.
- They use cellulose packaging or recycled and recyclable plastics.
- They facilitate the recovery of textiles by collecting and processing clothes that their customers want to discard. This is what they call: "zero textile waste."
- They are transparent by auditing their processes and allowing traceability of their products.
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INSIGHT: conscious consumers are not satisfied with just shopping at stores aligned with their principles; they want to see real involvement. That is why Minimalism takes to the extreme a phrase found on their website: "if your principles do not cost money, they are just opinions," assuming costs in textile recovery or with local and socially responsible production.
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What Does Minimalism Sell?
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The catalog of this eCommerce is based on textiles, but within that, we can find t-shirts, sweatshirts, underwear, scarves, hats... but also sheets, towels, and other home products.They also have a line of accessories like backpacks and wallets.All textiles, as we have mentioned, are organic cotton. When using other materials like polyester, it will always be recycled with all guarantees.Although it has good design and construction, you will notice that practicality comes first. They are quality but straightforward products (which doesn't prevent us from finding different colors, styles, or cuts in the garments).
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INSIGHT: consistency in these types of projects is vital. One way Minimalism demonstrates this is by applying their brand very discreetly (often only on the internal labels). You will not see a huge logo embroidered on the chest or a massive print on the back.
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Minimalism's eCommerce
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The design of this website honors the name of the brand itself. It has only what it needs to have, without videos and with subtle animations... The background is white, and all the fonts and interface elements are black (even the product photos are).
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From a design perspective, this exercise is very interesting. It conveys exactly the clean and simple sensation they are aiming for. Although when you dive a little into the functionalities, you quickly realize that everything is well thought out.
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INSIGHT: our online store is the showcase of the brand. It is vital that it projects our values and that, as in this case, it does so without compromising the shopping experience.
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If we delve a little into the product page, in the sections below the buy button, we start to see interesting things like the environmental impact of the production of each garment or the certifications. Perfect for an audience interested in eco-friendliness.
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INSIGHT: a notable aspect is the possibility of buying packs, which is often present in basic products like t-shirts and underwear. The option to include different sizes and colors of the product within the same pack is very interesting because it projects the feeling of wanting to sell what you need and not just volume for volume's sake.
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Below the scroll line, for those customers who want to know more, we find a small module that, in three steps, explains how, when, and where the products have been made. They are so transparent that they break down the cost of each garment, so we will know the exact percentage that goes into production, logistics, team salaries… and even the company's margin.We also find photos of the products in a real use context, which is highly valuable, since neutral backgrounds and poses are useful to show the product, but they take away a bit of perspective.
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Finally, user reviews will be shown. It is not just a simple comment with a rating; it also includes some data like the buyer's height and weight, as well as the garment fit expectation (from fitted to loose).
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INSIGHT: The more decision-making arguments you give to buyers, the more returns are reduced. This not only saves on reverse logistics but also reduces the carbon footprint of eCommerce.
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Minimalism Success Keys
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- If you want to seduce a conscious audience, you have to demonstrate that you are truly committed to their causes, otherwise, the effect can be completely opposite to what you are looking for. Minimalism leaves no doubts.
- These projects demand a balance between business and social responsibility. In Minimalism, this is present from the way they care for the product and the workers, to policies like the clothing collection. They could be more profitable if they worked with Chinese suppliers or if they didn't pay extra to courier companies for clothing collection, but they wouldn't be themselves.
- The transparency of Minimalism is hard to find in other eCommerces. We can trace each product and know its costs (energetic and economic). This means an extra layer of trust.
- Direct and close communication: anyone who wants to know how they work has access to videos that show the whole process and also a blog where they keep their customers up to date.
- Depth of catalog that is enviable to any brand in their segment. They cover all the needs in clothing and venture into other textiles for the bedroom, bathroom, or kitchen.
- Quality products: And we can say this from experience, having used their t-shirts, underwear, and sweatshirts for several years. I recommend them 100%, I use them daily and they are comfortable and durable.
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What do you think about the eCommerce success case of Minimalism? We hope it has inspired you as it has us.