Amamiko: More time in the sewing room, better control over the numbers
Anne Frederiksen designs, manufactures, and sells colorful clothing for women of all sizes. Shoporama manages the online store, and the statistics show her what to order and when customers are shopping.
As a manufacturer, I spend a lot of my time doing all sorts of things other than running an online store. That’s why I decided to move my store to Shoporama back in 2019. The store platform is so easy to navigate that it freed up a lot of my time for actual production.
Shoporama includes all the obvious features you need to run a successful online store, such as a well-structured backend, the ability to create a frontend that matches your brand’s identity, and solid SEO optimization and speed to keep search engines happy.
But where Shoporama has really made a difference for me is with all the statistics. Having easy access to all my data—and having it already sorted for me in countless useful ways—has allowed me to streamline my business much more effectively.
I can see what to order, when, and how much. I can see which products tie up capital instead of generating it, and I can see when my customers are most likely to make a purchase.
About Amamiko: From a Tailor Shop in Copenhagen to a Sewing Studio in Tappernøje
Amamiko opened in December 2012 as a tailor shop in central Copenhagen. There, they sewed everything from pant hems to formal gowns, and several of the gowns have been worn to the Queen’s ball.
Whenever curvy women stopped by the tailor shop, the conversation always turned to how hard it was to find clothes that fit well. That’s why Anne spent the summer of 2014 developing her own basic patterns, which were tested by regular customers and friends of all body types and sizes. In September 2014, the online store went live, and in 2019, it moved to Shoporama.
Today, Amamiko operates a sewing workshop, online store, and showroom all under one roof in Brøderup’s old merchant’s farmstead near Tappernøje. All the clothing is designed in-house. Most of it is sewn at a small sewing workshop in Hungary, and the rest at their own sewing workshop in Tappernøje. In addition to clothing, the shop sells tights in plus sizes and every color of the rainbow, most of which are produced in Italy. Customers can stop by by appointment to try on anything they see in the online store.
Three Questions Answered by the Statistics
When you design, produce, and ship your own products, it’s expensive to guess. Anne mentions three ways she uses the data, and they correspond to three pages under “Statistics” in Shoporama’s admin panel.
What should we order, when, and how much?
Under "Inventory Statistics," the "Reorder" tab displays items sorted by the number of days remaining until they run out of stock, calculated based on daily sales. Items with less than 14 days of inventory are highlighted, and the list can be exported directly to an order.
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Which goods tie up capital?
The "Dead Stock" tab shows how much capital each item ties up based on its cost price, and how many days have passed since the last sale. The "Inventory Turnover" tab shows how quickly inventory turns over, both overall and by supplier and brand.
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When are customers most likely to make a purchase?
The time-based analysis shows which day of the week and what time of day customers shop the most, presented both as a heat map and as charts. This helps you determine when the newsletter should land in their inboxes.
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Dresses by style, tights by color
At Amamiko, fit is about more than just a size number. That’s why customers can go directly to A-line dresses, empire-waist dresses, or dresses that conceal the stomach, and tights can be found by color. The categories are organized by style and color, not just by product type.
The customer club is based on Shoporama's loyalty program. New members receive a 5,000-point welcome bonus, and each order earns 5% back in points.
- ✓Dresses sorted by silhouette: A-line, empire waist, loose-fitting dresses, and dresses that conceal the stomach
- ✓Plus-size tights in all the colors of the rainbow, sorted by color
- ✓Pre-order new dresses with the expected delivery date listed on the product page
- ✓Loyalty program with points on every order and a 5,000-point welcome bonus
- ✓Wish lists that customers can share with family and friends
The subcategories follow the layout, and the "Pre-order" label indicates which models are available for pre-order.
Pre-order and add-ons on the same product page
For pre-order dresses, the expected delivery date is listed at the top, right below the name. Sizes are selected with a single click; there’s a link to the size guide for that specific style, and below the purchase button, matching tights are suggested, which are added to the cart with a checkmark.
What Other Online Stores Can Learn from the Amamiko Case
Spend your time where it makes a difference
Anne's first point is about time. The less time the online store takes, the more time there is for design and production—and that's what customers are looking for.
Let sales drive purchasing
When each item has a daily sales figure and a number of days until it sells out, purchasing becomes a matter of numbers rather than gut feeling. This is especially important when a new production run has a long lead time.
Look at equity, not just revenue
An item can sell well and still tie up too much money in inventory. Tied-up capital and the number of days since the last sale indicate which items should be put on sale and which should not be produced again.
Reach customers when they're ready
The heat map showing the day of the week and time of day reveals when customers shop. That’s where the newsletter and the next campaign need to focus.
Gelinde
The Amamiko online store was built by Gelinde. Shoporama design and development with transparent pricing, free support, and quick responses.
Read more about it
Statistics, Inventory, and Customer Club in Shoporama.
Statistics
Dashboard, profit margin, ABC analysis, and supplier statistics directly in the admin panel.
Stock integrations
Inventory entries, locations, order lists, and automatic notifications.
Loyalty programme
Points with a welcome bonus and expiration dates to encourage customers to return.
Online Store for a Clothing Store
Variants, shared inventory for stores and the website, returns center, and gift cards.
Are you spending too much time on the online store?
Whether you design, manufacture, or package your products yourselves, time is your most precious resource. Get in touch with us, and we’ll explore how Shoporama can help you reclaim that time and what metrics you can use to guide your efforts.