Germany’s Fashion Cloud wants to help fashion retailers bridge the online content gap

A close look at Fashion Cloud, a fledgling Hamburg, Germany-based startup that aims to enable the exchange of digital content for the fashion retail industry.
Germany’s Fashion Cloud wants to help fashion retailers bridge the online content gap


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The e-commerce wave has forced different retail sectors to change their thinking and approach to their customers. Fashion chains have felt the brunt of online retailers like Asos and Zalando, which has pressed traditional retailers to pay much more attention to their digital channels.

Germany’s Fashion Cloud believes it has the solution for fashion retailers that constantly need content from fashion labels by serving as a content broker between the two sides.

“This is a purely B2B business. We ask the fashion labels to share their product pictures and marketing materials with Fashion Cloud and then we sell accounts to fashion retailers,” explained Martin Brücher, co-founder. “They get monthly subscriptions and can download all the material from certain fashion labels from Fashion Cloud.”

The company was founded in March 2015 and later that year won the Best Startup Award at Speed Up! Europe, taking home €200,000.

The Fashion Cloud service has been in a pilot phase until this month, where it is launching officially. Retailers will be able to sign up for subscriptions and access product images and marketing materials from around 30 fashion labels, including Marc O’Polo, Digel, and Cecil.

Fashion Cloud mostly deals in two types of content – basic product images and promotional shots featuring models. “We got pictures from Marc O’Polo this morning and they sent us 30,000 product pictures because that’s the size of their collection,” said Brücher. Meanwhile a fashion label may also send out shots from their latest model photoshoots, displaying full ensembles, which retailers are keen to have on their site.

Now as the company is in full swing, it’s focused on promoting its brand and getting its name out to the masses through its website,

Fashion Cloud was selected as one of the first Pioneers to get a .cloud domain as part of the launch of this new domain extension, which got under way in the first weeks of 2016.

Being selected as a .cloud Pioneer is an important recognition of the startup’s innovation and value, said Brücher – “The domain is just perfect for us.” The domain highlights what the company is all about elegantly, he said, and it gives its online presence a special flare that makes it even easier to get noticed.

Fashion Cloud will also be at Berlin Fashion Week from 18 to 22 January to try and woo labels and retailers.

Also read:

Fashion forward: Here’s 20 fashion e-commerce startups to watch in Europe

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