The Kardashians have once again expanded their business. This time, they have partnered with Dorothy Perkins, a British retailer for women’s clothing, to design a clothing line which was released earlier this week. Unfortunately, Vancouver does not currently have a Dorothy Perkins store, so I settled with browsing their collection on the Dorothy Perkins website.

As I shop in-store and online these days, I am beginning to notice more and more of a firm’s marketing strategies. The same thing happened when I browsed the Dorothy Perkins website. First of all, the website offers shipping to many parts of the world, which is a strategy employed to expand market presence, since it wouldn’t otherwise be able to reach customers like me who live in Vancouver. Second, as I scrolled down the screen, I noticed the “Get 10% off when you sign up to our newsletter” bar located at the bottom of the page. This is a strategy the firm uses to gain sales, customer loyalty and of course, a way for the firm to track how many people shop online. When looking at a specific article of clothing, the website even provides a size guide, to ensure that people don’t buy the wrong sizes(way to minimize risk Dorothy Perkins!).

After reading this, you would think that I have bought some pieces off this collection, right?

Wrong! One hurdle I still need to cross the actual buying online using a credit card. I browse online and put items in my cart all the time. However, using my credit card online is still not something I am comfortable with(what with all the fraud stories out there), but I hope this technology will improve soon because I WANT THE KARDASHIAN KOLLECTION.

Image from: http://media.dorothyperkins.com/wcsstore/ConsumerDirectStorefrontAssetStore/images/colors/color3/cms/pages/static/static-0000041996/images/UK_kardashian_Lp_wk11.jpg