ROMWE brand clothing, based in China, has started a new era of marketing in fashion. The online fashion retailer formed in 2009 and has since made a global impact worth taking note of. With over 370,000 likes on its Facebook page, ROMWE uses the social media platform to make 90 per cent of its revenue. Amateur designers, fashion bloggers and fans of the line are what drive the designs of the clothing. ROMWE publishes new designs on Facebook, asks fans on the page to vote for their favourite and the top three designs are produced. One thousand pieces of each design are produced initially, then ROMWE launches a flash sale of the design at very affordable prices on its website www.ROMWE.com. Using this innovative marketing plan ROMWE expects to reach $10 million profit in 2014.

Emma Kombora