Shopping, as we know it, is changing. Today’s consumer is better informed then ever before about the provenance of the items they are purchasing and consequently they are becoming increasingly demanding, shifting allegiances at the touch of a button and leaving a trail of devastation up and down the nation’s high streets.
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But in the country’s living rooms it is an altogether more positive retail scene as businesses adopting the home selling model continue to flourish.
Fueled by a growth in the number of aspirational brands keen to capitalise on the not-on-the-high-street kudos, home selling parties no longer conjure up images of ladies gathering together to marvel at the endless possibilities of plastic to stack, sort and solve their storage situations.
Home selling parties have shifted away from the ‘hard sell’ towards a model which emulates that of a traditional social gathering, encouraging interaction with the brands on show through activities ranging from virtual cooking demonstrations by celebrity chefs, to living room facials with organic beauty products and mini fashion shows, in which the clothes are brought to life as friends model for friends.
This form of shopping has struck a particular chord with mothers as it enables them to do a little retail therapy, in a social setting, without needing to worry about childcare.
Pernilla Kemp is head of sales for me&i, a Swedish clothing brand selling women and children’s clothing, which has seen steady growth in the UK since its introduction to the market in 2011. She explains: “The home selling party per se is not a new concept, but the types of brands entering the market and the ways in which consumers are interacting with the model, is changing.
“Take mothers, for example. The phenomenon of social isolation brought about by our increased reliance on technology and the reduction in physical interaction, has been well documented.
"Throw the demands of motherhood into the mix and, outside the needs of the family, it’s far too easy for mums, who feel increasingly time-poor, to put their own personal need for social interaction at the bottom of the to-do list. Home selling parties provide a welcome excuse for mums to get together under the guise of ‘shopping’.”
me&i was born in 2004, the result of the combined skills and vision of working mothers, Susan Engvall and Helene Nyrell. Today the business is an international success, selling in Sweden, Finland, Germany and Norway, as well as the UK, yet Kemp says it stays true to the principles on which it was founded.
She continued: “me&i was created by mums for mums and when it comes to audiences, they don’t get much tougher. But because me&i is rooted in child-friendly values, it has really struck a chord in these times of increased consumer consciousness.”
Kemp goes on to explain a little more about the brand’s credentials. The company only works with dyeing and printing factories which abide by strict EU regulations and all the company’s baby clothes are produced using organic cotton. However, me&i places the greatest degree of emphasis on its OEKO-TEX® certification, which enables it to guarantee that the end product is kind to skin – as, Kemp says, all clothing should be.
She explained: “Home party selling revolves around the consumer enabling them to experience a brand up close and personal. Within this context, brands with strong credentials that stand up to scrutiny are thriving. Products that don’t make the grade, however, fall at the first hurdle.
“The secret to the success of this selling model lies in being able to really impress your audience; the more benefits the product has to offer the more reasons the consumer has to purchase: me&i garments are a case in point and are tested by the most discerning of all audiences - a panel of children.
"It is their insights which ensure the clothes are fit for even the most rigorous play - not only in terms of how they look, but also because they allow for total freedom of movement.”
As well as providing a direct route to potential customers, me&i also recruits representatives via its home selling parties. For these representatives, who are all mums themselves - keen to add another string to their bow or supplement their part-time jobs with a little extra cash - me&i offers an opportunity to learn new skills in a sector which is often altogether different from their ‘day job’.
For other me&i representatives, the business represents a positive first step back into the world of work after what, in some cases, is a considerable break.
One such representative is Claire Winchester, who has been with me&i for two years. She explained: “After I had my daughter I wanted to work, but finding something to fit around my specific circumstances was a challenge.
"The opportunity with me&i enabled me to put all of my pre-child work experience back into practice, in a new environment where I can continue to learn valuable skills and all for a brand in whose principles I really believe.
“Home selling is certainly an art, but having the right product definitely helps – me&i clothes have so much feel-appeal that the model works perfectly, providing the right setting for customers to be able to touch the garments and try them on as well as learning about the company and why it’s a brand worth investing in.
“When you enter the home of a host there’s the distinct feeling that you are being invited into their inner circle. They are giving you their endorsement merely by holding the event.
"Each party provides access to potential customers, hosts and even future representatives, so the more parties you organise the larger your network of influence becomes.”
It’s clear that this type of social shopping is tapping into the zeitgeist. As consumers increasingly realise the degree of control they hold and continue to dictate the terms under which they will part with their hard-earned cash, retail models such as this will continue to evolve.
One thing is certain, retailers will need to continue to adapt and innovate if they are going to win the hearts, and wallets, of tomorrow’s consumer.
me&i’s collection includes clothes for babies and children up to the age of 12 and there is a range of ladies clothes available in XS-XL.
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