Ideas & Opportunities

Because of Virtual Mae, however, Sergio has put her legal studies on indefinite hold.

Multiply allowed Sergio, who is a business management graduate, to try her hand at an
enterprise that she was passionate about but had little experience in. Her initial capital was zero to minimal because the items were pre-ordered. “I am no techie and Multiply is user-friendly,” so armed “with just a camera phone and a laptop,” Virtual Mae was ready to take off, she shares.

While Sergio has no formal training in design, she keeps herself up to date by poring over trade publications, tracking runway trends and traveling to the U.S. and other countries where fashion is big business. “I collaborate with a team of designers abroad and they convey my thoughts and inspirations more accurately through sketches and prototypes,” she explains. It is perhaps this global influence that has helped Virtual Mae become a hit among shoe lovers and fashion bloggers, as well as publications including Preview and stylebible.ph (both Summit Media publications).

Sergio uses imported raw materials and manufactures her products overseas. Fresh designs are posted monthly on Multiply prior to production, and quantity depends on demand. Whether the style be wedges, boots, flats or killer heels, Virtual Mae shoes are “va-va-voom”—as she puts it—“without compromising comfort. That is my premium.”

She has also taken steps to safeguard the integrity of her transactions. She acquired a “Verified Seller” badge under the Multiply Trust program, and it was eventually bumped up to the highest one, “Trusted Business.” This development is another achievement for Sergio: being a Trusted Business on Multiply means that in addition to having complete and legitimate documents, Virtual Mae has a solid and verifiable track record as a leading seller. Such status “is a quality seal of sorts” and shows a merchant’s “commitment to serve and deliver,” she contends. Furthermore, the move encouraged clients “to purchase freely, without much wavering.”

While she is pleased with her Multiply account, Sergio also wants to see several improvements. A shopping cart option would speed up the selection process, while a system that tracks sales progress and analyzes which popular items could simplify decisions related to “marketing strategies and stock replenishment.”

Virtual Mae is only one of the thousands of fashion business on Multiply, but Sergio believes that the best way to compete is to avoid what she calls “MOTS,” or “more of the same.” Don’t be afraid to stand out, just like the girl who refused to stand in the shadow of the crowd

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