Fast fashion brand Sik Silk approached us with a really clear brief – they wanted to grow their sales on Amazon but their internal team had previously struggled to achieve marketplace success. They wanted to make Amazon work for them without having to recruit anyone to their team.
To be successful on Amazon, SikSilk needed to adopt an Amazon-first strategy – which meant aligning what they sell on Amazon to the opportunity it presents, and aligning their operations to what Amazon requires to make this successful.
Historically this hadn’t happened, with fragmented stock stuck in Amazon warehouses and not selling through quickly enough to drive any growth.
Our long-term strategy for SikSilk follows the Amazon-first principle – structuring a range specifically for the demand on Amazon and creating an operational model behind it to allow this to happen (including specific stock availability, replenishment and a predominantly FBA-based distribution model).
Our short-term strategy has been much more trading-focussed, working on clearing stock held at Amazon fulfilment centres, trading through short-term available stock and with a hybrid FBA/FBM model.
Working with SikSilk, the long-term model is now coming to life, with a clear range buy and replenishment process underway that’s fully aligned with the Amazon FBA model.