If I have to describe what wanelo is and how it works, it is the lovechild between Pinterest and Instagram.Consumers are able to go through multiple clothing items of their choice by following local and well-known retailers on their phone and purchase them at their own convenience by creating a “wish list”. Users follow other users similar to their fashion taste and can “swipe right” on fashion items of their choice. They can also save those items to their wishlist, and then purchase the product from their phone later on if they want. The app also offers free shipping and reviews of the item before they purchase it.
The app itself is user-friendly and does not take much time in learning how to use the app overall. According to the Business insider, wanelo was able to raise two million dollars from investors and create the app. In 2013, they were able to pull in more than a million visitors, “Wanelo pulled in 1,367,000 unique visitors in December, up from 743,000 the month prior.” The site has a significant amount of marketing potential due to the fact local and well-known retailers are able to promote, and sell their clothing lines on the app. Not to mention, marketers could potentially use the app emphasize a certain clothing line or label that they have just started. Overall, online and brick and mortar retailers can gain a sustainable competitive advantage if they were to use Wanelo. They could possibly expand into other product categories since they have been successful with clothing but that would have to depend if the company would want to head in that direction. For now, there is plenty of marketing potential with Wanelo for the clothing retail industry and home decor products. Considering the increase in users who want to purchase things online vs. a physical store is steadily growing. It is plausible, that the retail industry may have to integrate into an site/app such as Wanelo in order to survive in the current market. Multiple retailers are able to target customers better and offer them promotions as well from the app.