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Apr 1, 2010
by Judi Perkins
For stores that cater to the junior market and rely on suppliers of hot, trendy, and cost effective items, DokiGeki.com is the place to buy. Although the company has been in business for nine years, they did not go online until 2006. Online buyers are primarily mom and pop operations with two or three stores, or eBayers, while the larger clients often visit the showroom in Los Angeles. DokiGeki.com has over 1,000 items, and everything in the showroom is on the website. New arrivals, which come in every other day, are uploaded within 24 hours.
The majority of Doki Geki's fashions are made in the USA. Said Noel Gonzalez, Ecommerce Director, "We have a factory in Vernon, CA, where the patterns are created, and the sewing and fitting is done. We also have an in-house design team which goes shopping twice per week to see what is hot, and how we can extend that into future production." The other 30 percent of their line, such as crocheted items or those made of chiffon, is imported. Said Gonzalez, "We have a person who does the import buying. She is really on target in selecting trends, colors and styles to add."
The hottest colors and trends figure prominently in their website. "Whatever we feel is going to be important, different, or refreshing are factors we consider when we are doing new graphics or deciding what to focus on," said Gonzalez. "If it is all about fuchsia, then we do fuchsia. If the hippy thing is hot, then we pull out all the hippiesh items." He stressed that they want their buyers to enjoy the buying process, and believes that is what keeps Doki Geki different from the other 10,000 websites that sell apparel.
Gonzalez said customers like that the, Website is easy to use, and indeed, it is refreshingly simple. The primary categories are New Arrivals, Tops, Bottoms, Dresses, Outerwear, and Sale Items. It is also very easy to create an account. Buyers need only click on Join, enter their information, choose a password, then click Submit. Once that is done, they receive a confirmation email. Signing in provides access to the item details and prices, and enables online ordering. Doki Geki has no minimum order, as they sell by prepack. Most are five pieces: two, two, one, and then it depends on cost per unit. Gonzalez said generally, items can be sold at 100 percent markup.
According to Gonzalez one of the reasons for no minimum order is because, "The integrity of our line is very important." Doki Geki recognizes that there are only pictures by which to gauge the product. "Once they order one item and know our product, they feel more secure in placing frequent orders. We make sure they are satisfied with the product, the service, and the way we carry the customer relationship with us. We want them to trust us."
Frequent orders make for regular customers, which bring advantages, Gonzalez said. "We can give refunds instead of exchanges. Also, we can provide a sample. I will look at their order history to see how many they have made in the last six months. Sometimes I know the customer and can say, 'Whatever she wants, she gets.' There is much more flexibility, because we know they are trustworthy."
Online strategies for 2009 include increased marketing, and Doki Geki now has a person who is focusing on SEO strategy to achieve higher ranking with both Google and Yahoo. One source of new business that Gonzalez said has proven to be very effective in the four months they've been a member, is WholesaleCentral.com. "It has definitely brought us a lot of traffic. It is a good marketing tool to have. We ask new customers where they found us, and a lot of them say WholesaleCentral.com."
Promotions will continue to be a strong part of Doki Geki's marketing strategy to keep customers engaged, and one source is their weekly newsletter. "If we finish with free shipping for orders over $300, we leave about a week and a half window, and then launch another promotion, perhaps ten percent off. Once that promotion is done, we wait a week and a half, and then come out with something else."
Gonzalez said their customers love how Doki Geki is excited about fashion. They work with their customers to help them find what will sell best by learning the customer's market and what they sell, in order to target recommendations. "Our buyers tell us Doki Geki products are the first ones to fly out of the store. A lot of them simply ask what the best sellers are, and then tell me to ship those."
"We want to be the most cost effective source for their wholesale apparel, and not just any apparel, but good product," said Gonzalez. "Our objective is to make sure they know that, and that we are here for them." Minimum order: 1 prepack.
For more information, contact:
Doki Geki Showroom
1100 S. San Pedro Street, #I-5
Los Angeles, CA 90015
Attn: Noel Gonzalez
Topic: Company Profiles
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