Bash disrupts fashion: TFG’s shopping platform dominates SA

South Africa’s fashion retail scene has experienced a seismic shift with the introduction of TFG’s innovative fashion and lifestyle shopping platform, Bash. Since its launch, Bash has amassed an impressive customer base of over 500 000 users, propelling it to claim the top spot in the Apple app store across all categories and securing the second position in the Google Play Store’s competitive shopping category.

With a diverse selection of over 40 000 products from more than 300 leading brands, Bash has rapidly solidified its position as the go-to e-tailer for fashion and lifestyle, dominating web and app traffic. Remarkably, Bash’s organic search volumes, tracked by Google Trends, have already surpassed those of superbalist.com and other fashion and lifestyle pure-play businesses in the country.

This bold foray into the market exemplifies the strength of TFG’s unique assets and brand equity within its portfolio, providing a tantalising glimpse into the future of a reimagined omnichannel experience in South Africa.

“We’re not just offering online shopping; we’re creating a mall in your pocket that caters to South Africa’s fashion and lifestyle needs, virtually,” explain Bash co-founders, Claude Hanan and Luke Jedeikin. Drawing on their extensive experience and disruptive mindset from their previous venture, Superbalist, Hanan and Jedeikin have infused TFG with their visionary approach, resulting in the birth of Bash.

The impressive outcomes achieved since migrating to the Bash platform speak volumes about the untapped digital potential within the TFG group.

In a joint statement, the co-founders announced that app sales surged to over 35% of total online sales within the first two months. Notably, the app’s conversion rate surpassed that of mobile web by approximately 200%, leaving desktop sales trailing behind with an over 80% margin.

A key driver behind Bash’s success lies in its customer-centric approach, allowing users to shop across multiple brands and categories within a single platform.

“We’re building a customer-first experience, and the 73% increase in multi-brand orders since the platform’s launch, along with over 80% of our app customers being first-time online buyers, is a testament to the success of the migration and the enormous potential that still remains untapped,” elaborates Hanan.

The data reveals a compelling story: shoppers crave control over their experience. An astonishing 40% of Bash users opt for the Bash Collect service, a network of more than 800 TFG stores where customers can conveniently collect their orders at no additional cost. Furthermore, shoppers are creating their own “phygital” (physical and digital) experience, with over 160 000 users utilising the stock locator feature to find and try out items they adore since its launch.

Despite challenging economic conditions, Bash entices South African shoppers with its compelling rewards and credit offerings, coupled with fair prices. As a result, customers are driven to maximise their value, leading to an average cart value increase of over R150 since the migration.

TFG’s vision extends beyond the current success, with plans to introduce the BashStore app, providing customers with an “endless aisle” capability. This exciting development will empower users to access a wider range of products from any location, further enhancing their shopping experience.

Bash’s meteoric rise in the South African fashion retail sector exemplifies TFG’s commitment to innovation and its ability to meet evolving consumer demands. With its extensive product range, customer-focused approach, and future expansion plans, Bash is poised to revolutionise the fashion retail landscape and shape the future of e-commerce in South Africa.

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