Choies
Choies is an online women's fashion retailer selling thousands of styles across dresses, tops, swimwear, jeans, jackets, skirts, shoes and accessories. It operates as a value priced, digital only store with an international customer base.
| Type | Online fashion retailer |
|---|---|
| Focus | Womenswear |
| Channel | Own website |
| Price level | Value |
| Website | choies.com |
What is Choies?
Choies is a digitally native women's fashion retailer that sells through its own website, choies.com. It describes its offer as "thousands of styles" spanning clothing, footwear and accessories, and promotes itself through Facebook, Instagram and Pinterest.
Products and positioning
The assortment is broad and trend led, aimed at shoppers looking for affordable fashion. Key categories include:
- Dresses in mini, midi and maxi lengths, including lace, bodycon and bohemian styles
- Tops, rompers, jumpsuits and bottoms
- Swimwear
- Shoes, from pumps and heels to boots, sandals and flats
- Accessories such as sunglasses, bags, hats, jewellery, scarves, belts and beauty items
Pricing is firmly in the value segment. The store runs sale sections with fixed price points such as $9.90, $19.90 and $29.90, which reinforces its positioning as an inexpensive source of fast moving styles.
Distribution
Choies sells online through its own e-commerce site, prices in US dollars and relies on social media for discovery rather than physical stores.
Why it matters
Choies represents the model of online only fashion retailers that compete on breadth of assortment and low price points, a segment that has become central to cross border fashion e-commerce.
Frequently asked questions
What is Choies?
Choies is an online women's fashion retailer selling dresses, tops, swimwear, shoes and accessories through choies.com.
Is Choies expensive?
No. Choies is a value priced retailer and runs sale sections at fixed price points such as $9.90, $19.90 and $29.90.