What’s all the “hype” about?

If I had to place wanelo within Gartner’s hype cycle, I would have to place them in the “Peak of inflated expectations”.


Primarily because there has been a dramatic increase in users within the past few years and the number local boutiques and well-known brands have jumped on the online retailing bandwagon. Despite this increase in users, retailers, and a variety of international markets, it is becoming more difficult for the site to make themselves stand out among other retailer sites. Wanelo has already passed the initial “technology trigger” stage since they were the first ones to provide a platform where local retailers and popular brands could utilize it to increase sales online. Also, the site did not use any traditional forms of marketing until they hit ten million registered users on the site. Their proof of concept revolved around the idea that consumers could purchase unique items they could easily find during a mall-shopping experience and could potentially become competitors against major brick and mortar stores. Not many other e-commerce sites have mimicked their exact strategy and position in terms of distributing clothing, accessories, and home decor items seamlessly. Currently, they are in the “Peak of inflated” Expectations” stage since they are being promoted through retailers who are using their platform to sell their clothing and accessories. Local boutiques have a sustainable competitive advantage in utilizing the site since they can update a customer on sales promotions going on through the store and maybe create an incentive for a rewards program for loyal customers. For now, wanelo has been able to attract more retailers because of this advantage but will have to create more incentives for retailers signing up with them. Despite the advertising potential, they create for retailers, they still have to compete with numerous other retailers that are on the app and have to create more awareness for customers to notice them. Therefore, they would still in the second stage of the hype cycle. There are some issues arising in terms of adjusting their distribution strategy with the increased number of retailers that utilize the site.

Learn more about wanelo’s audience!


Fast. Easy. Simple.


Wanelos’ design and the format is an inspiration from Pinterest’s “pinning” format to Instagram’s “discovery” section. Although, as I mentioned earlier, Wanelo’s original mission was to encompass the mall-shopping experience onto a mobile app. Clicking on one of the items gives you a quick snapshot of the price, brand name, shipping information, and the reviews section. It is mainly a mobile-driven app, considering the rise of mobile users for online shopping, and does seem to be a little busy. Nonetheless, the IA (Information Architecture) of the app is seamlessly simple and does not take users much time to find out the functionality of the app. Everything is organized by what the users would like to see. As seen below, users can view items to their choose by choosing the following categories below: New arrivals, On sale, Reviews, Women, Men, and Home. Similar to Instagram, wanelo is known for its unique “discovery feed” on their app. Users can click on the magnifying glass and can automatically start swiping right or left on items they would “wish” to keep on their wish list. Therefore, the apps’ UI (User Interface) works quite well overall. There is still room for improvement in terms of the grid style layout that wanelo is utilizing on both their website and the app. The website (shown above) is not as cluttered to the users’ eyes and can easily be organized by what the user is viewing. Following brand name items and local boutique stores are actually quite simple as well. During the profile creation process, wanelo gives you numerous options on what brands are available by displaying clothing items available in that store and gives you the option to follow that store automatically. Based on the shopper’s taste of clothing the app tries to offer brands and clothing options it thinks you might like. Despite the criticism of wanelo’s oddly similar appearance to Pinterest and Instagram’s feed, the format works for them and it is still experimenting new ways for the consumers to interact with the app and stay on it for as long as possible. In 2015, the average user on wanelo was spending at least fifty minutes shopping on the app.  In order to increase or maintain the time spent on the app/site, they will have to consider whether or not the current “features” they have are worth keeping or may need to be changed. Personally, I enjoyed going through their “discovery” section but would have liked the option to swipe on items that were just shoes or clothing.


Audience Analysis

The target audience for Wanelo is mainly young women from their teens to women in their late twenties. Ninety percent of wanelo users are women and the remaining ten percent are men. Most of their target audience resides in the United States and some international markets in Europe and Asia. Since the social media site is more towards fashion and home decor, it is more popular with women. Although, in order to compete they have a separate section for men and are slightly growing their target audience in terms of gender. Wanelo is quite unique since they did not use any traditional methods of advertising and limited social media advertising in the very beginning. Although, it is beginning to decline in terms of usage and would need to start collaborating with their numerous retailers and providing incentives for marketers to display and sell their products through the app.


Source: expandedramblings.com


Wanelo wants to attract young women who feel their sense of style does not just fit into one category but others as well. Wanelo is able to provide that desire of being able to fit into other certain kinds of clothing for women who may want to play around with their current style. The users of the app are able to go through a variety of different store brands and local boutiques that would have been unaware to the users if it was not for this app’s platform. A typical persona of someone that uses wanelo would be a young woman who has stable purchasing power and wants go be able to go through multiple different styles of clothing and different stores and wants to experience something new in her everyday shopping experience. The CEO of the company wanted to be able to encapsulate a typical shopping mall or outlet into a mobile-friendly shopping experience. The firm has been able to utilize their relationships with local boutiques and well-known brands for many different users that could potentially use the app to reach out to their loyal customers. There may be a chance where a store could reinforce their loyalty onto the consumer.

Guest Post

Periscope’s live streaming service has made its way into the business marketing world with great impact due to its new and trendy approach – one that was fairly unlike any other form of social media marketing in existence at the time of its launch. Periscope’s technology has created advancements in the social media world and opened yet another window into our personal lives, but this time a window into our personal lives right in the moment, or live. Businesses see live streaming as an opportunity to build more personal relationships with their customers by providing them with insight on the nits and grits of the company which results in greater customer satisfaction and trust toward the business that customers put their money toward. Wanelo essentially is an online shopping mall that pulls products from hundreds of thousands of companies ranging from large brands to independent sellers which mean they have several customers to service. Other than being able to be reached and promoting their products through the basic business social media platforms such as Instagram and Twitter, Wanelo should consider incorporating live streaming as the business deals with the fashion marketing world. Fashion weeks are major events and trends are constantly changing. When selecting products for the company or even trying to understand customer style preferences, Wanelo can use Periscope to reach out to their customers in determining what products to invest in for their company, whether that be through a Q&A directly with customers, or surveying customers on recent trends they are into. If Wanelo draws any of its inspiration from fashion shows, it can use Periscope to live stream the event and accumulate the reactions of their customers to try and further understand their preferences and wants. Producing these results can help strengthen not only the company’s current customer base, but it can earn more customers based on the demand of the products Wanelo is bringing in. The marketing adjustment incorporating live streaming into shopping can help bring Wanelo up more on the fashion marketing radar and produce a greater demand for the service. It will be an advancement much of the industry has yet to see, and perhaps if successful, bigger brands will adapt this method as well.

– Naziba Haque

Learn more about the Author!

Why wanelo is every shopaholics dream?

This is the post excerpt.

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.

Watch this video to learn more!