At this point, you might be wondering whether this strategy actually worked. What may help to answer this question is some data. In less than 5 years the company had more than 70 employees and benefited from annual growth figures of at least 2 figures per year. Moreover some fashion publications like the Gentleman’s Journal call the brand the “future of fashion”. Therefore, the answer to the question is yes, Asphalte’s business strategy was a total success. Let's analyze this strategy in more detail.
As we briefly explained, before any item is made, Asphalte asks customers about their style preferences via product surveys, asking customers what clothing they want, why they want it and when they want to wear it. This innovative business strategy brings major benefits to both Asphalte and the customers:
No overproduction, since there is no need to manufacture tons of clothing right awa, hoping that the customers will buy the entire collection.
Lower business costs: Asphalte makes only the pre-ordered number of items, so there’s no need to pay for excess inventory.
Matching customers’ needs: The brand’s team knows what materials and fabrics they need to buy in advance as they are well aware of customers’ preferences on the final products. On top of that, research has shown that 83% of customers are loyal to brands whose values are aligned with theirs and there is no better way to align your values with those of your customers than directly asking them how they want the final product to be and respecting their preferences.
Exclusivity or limited edition approach: by producing their clothing in small batches, they create a sense of exclusivity which encourages customers to make purchases quickly before items sell out, whilst at the same time helping to reduce waste and overproduction.
Summarizing, Asphalte's business model is primarily focused on direct-to-consumer (DTC) sales through their e-commerce website. They do not have any physical retail stores, and they only sell their clothing and accessories online. This allows Asphalte to have more control over their supply chain and production processes. Furthermore, by working directly with their manufacturers in Europe to produce their clothing, allows them to maintain high standards for quality and sustainability.