From: http://www.divaasia.com/article/4807
Blogshops move to real world for serious cash
by Eisen Teo
Blogshop owners - whose businesses are usually hosted on free blog sites - are increasingly hawking their clothes, bags, shoes and other accessories at weekend flea markets.
These online entrepreneurs now regard flea markets - once the exclusive realm of knick-knacks and second-hand goods - as viable outlets. There, they drum up publicity for their websites, get rid of old stock and, for novices, find out what sells.
About 20 blogshop owners who have set up their businesses in the past three years told The Straits Times they usually pay $40 to $50 for five to six hours at flea markets. Of these, more than half reported a 10 per cent to 40 per cent boost in sales.
Ms Esther Hou, 20, who launched blogshop Glamorous Vogue with a partner at the start of the year, said a flea market stint at the Bishan Community Centre last month increased her business by about 40 per cent. The Republic Polytechnic student gave out business cards and fliers at the market, something she cannot do online.
Organisers say blogshops are forming sizeable groups at flea markets, virtually unheard of until recently. Up to 40 per cent of the 60 to 70 stalls at Flea Fly Flo Fun, a monthly market, are blogshops. At Zouk Club's quarterly Flea And Easy market, about a quarter of its 70 stalls also began in the virtual world.
In fact, last month's inaugural Fashionista flea market at the Singapore Management University Concourse was almost wholly populated by blogshops. As many as 80 out of its 100 available booths went to these sellers. All slots, which went for as low as $30 each, were snapped up within one-and-a-half weeks of its registration opening. The next instalment of Fashionista is set to take place on Saturday.
Ms Angie Lim, 21, of Urban Eventz, pointed out that a flea market works especially well for newly established blogshops because it 'gives them a good platform for face-to-face sales, advertising and establishing their name'.
The owner of blogshop A Girl's Label, Ms Lim Xue Ping, 21, who was at Fashionista, called it 'very good exposure', adding: 'You really get to meet new people, on top of your regular customers.' But getting to market is hard work.
Buying detachable clothes racks and hangers, organising and packing stock, preparing mailing lists, banners, posters, fliers and namecards - blogshops do all these ahead of time.
But Ms Genevieve Goh, co-owner of one-year-old blogshop Trooops, said it is all worth it. The publicity gained from flea market appearances has contributed to her sales running into 'definitely more than a thousand dollars' each month.
Ms Adeline Ng, 22, is looking for higher takings after her three-month-old blogshop, Chamberlove, goes to the next Fashionista.
'Competition might be tough, but if the organisers get a good crowd, I should do fine,' she said.
This article was first published in The Straits Times.
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