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CASE STUDY How Urban clothing brand Space 2000 boosted sales by 179%

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Space 2000 generates growth through marketplaces and more
Space 2000 generates growth through marketplaces and more

Space 2000 has been at the forefront of Italian design and manufacturing since 1977. Founded by Giancarlo Musso and now managed by Manuele and Cristiano Musso, it has grown a portfolio of affordable fashion brands that specialise in urban clothing and jeanswear including Bomboogie, AI Riders on the Storm and Censured Urban Apparel.

 

Space 2000 is also responsible for Hangar Eighteen, a multibrand store including brands such as Kate Cut, Statham, Von Dutch, and more.

 

Headquartered in Turin, Space 2000 has a wide distribution network through department stores and national clothing chains and has factories in Italy, China and Portugal. It employs 120 staff and had a turnover of over €36 million in 2016. It teamed up with Kooomo to expand its distribution and bring the business into the 21st century with a state-of-the-art online store.

 

The challenge

One of Space 2000’s brands, Boomboogie is an Italian outerwear’s and total outfits brand for men, women and children. The initial success and demand for Boomboogie’s products meant that within three years of launching, it was available in more than 800 Italian stores. In 2012, Space 2000 decided to capitalise on Bomboogie’s growing popularity, and took an expanding product line to the online marketplace.

 

Identifying 18-35 year olds as its target demographic, it was imperative that Bomboogie offered an experience to its tech savvy customers to browse and purchase on demand. 72% of millennials research and shop their options before going to the store, so having a consistent brand identity and seamless user experience across all devices would be crucial.

 

The solution

Space 2000 worked closely with Kooomo and design agency partner, Studioworx, to create both a corporate website for the company, as well as a bespoke eCommerce website which could be launched quickly and build upon the momentum it had already created. A fully responsive site was developed in less than four weeks that offered the whole product range in multiple languages along with a CMS which could be updated easily.

 

A large network of physical stores presents an opportunity to interact directly with customers so click and collect functionality was integral to the design. Another way of appeasing this Millennial customer base was to offer a ‘cash on delivery’ service, something that was a big plus to those not able to pay with credit cards.

 

Space 2000 Digital Communications Manager, Giulia Mattiello explains: ‘’The speed to market was something that really stood out for us. Other eCommerce platforms were giving us months of lead time. With Kooomo and Studioworx the project was set up and selling in less than a month.

 

“Kooomo’s partner ecosystem has been a life-saver. We have been able to access a network of experts across all sectors of eCommerce which has helped us maintain control of every aspect of our business. For instance, the one-click MailChimp integration has allowed us to set up and send promotional emails to our entire database.”

 

The Kooomo platform has also facilitated an improved delivery network. “Last week I activated the courier service to DHL across all of our brands and it took less than three hours,” says Giulia Mattiello.

 

Although initially handled by the Kooomo Services team, Space 2000 now employs six eCommerce specialists to manage all of its branded e-stores. The Kooomo platform handles all orders and payments while Space 2000 concentrates on marketing and customer service. “By investing in digital we have grown by 47%. Our combined Google AdWords and SEO campaigns have led to an immediate return on investment which has helped us to capitalise on our products’ popularity.”

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