Shopbop Is A Trendy Apparel Website That Features Over 100 Designers

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  • 1. Team Voltron presents… FengJunk.com
  • 2. What is Feng Junk Accessories?
  • 3. Feng Junk Accessories
    • Online fashion accessories boutique
    • Highly selective product lines include high-quality, carefully chosen pieces, featuring only the best designs from each collection
  • 4. The Feng Junk Collection
    • Fashion accessories by 17 emerging and underground fashion designers
    • Over 50 handbags
    • 52 earrings
    • 28 necklaces
    • 14 bracelets
  • 5. Target Customers
    • Feng Junk caters to the needs of sophisticated, yet alternative clientele who are willing to trade the herd mentality of “glitz and glamour” name brands for underground designer accessories.
  • 6. Who are Feng Junk customers?
    • 73.3% Single
    • 75.5% College educated
    • Average age between 21-34
    • 98% Female
    • 53% Caucasian / 13% Asian
    • Household incomes extend up to $100,000+, however largest percentage falls between the $30,000-$60,000 income range
  • 7. Map of North American orders
  • 8. Competition
    • Brick-and-Click companies such as Neiman Marcus, Banana Republic and Nordstrom
    • Shopbop: Shopbop is a trendy apparel website that features over 100 designers. This Wisconsin based pure-click company carries some of the same brands as Feng Junk
    • Bluefly: Bluefly is a pure-click fashion outlet store. Bluefly offers over 350 designers with discounts up to 40% off
  • 9. Why Feng Junk?
    • New company established less than 6 months ago
    • In the introduction phase and has great potential for improvement
    • Suffers from low conversion rates at .1%-.3% (average of .219% for the last 3 months), which is below the industry norm of .5%-8%.
    • Team Voltron’s Goal: Improve conversion rates
  • 10. Branding
  • 11. The Name
    • Feng : Derived from Chinese philosophy of Feng Shui
    • Junk : Conveys edginess; playful
  • 12. Do customers get it?
    • Feng Junk =
  • 13. Symbol and Logo
    • Symbol: Eye-catching, but unrelated
    • Typeface: Personal, but too sharp
    • Colors: Classy, but too bright and distracting
  • 14. Recommended Logo
    • Symbol ties in and aids in branding effort
    • Typeface is smoother and friendlier, while remaining classy
    • Colors more muted, less sense of urgency
  • 15. Further Branding Recommendations
    • “ About Us” section
      • Explain the company name
      • Creates a sense of openness & intimacy
      • Strengthens the brand
    • Tag-line
      • Communicates self-referenced message
      • Emphasizes personal service of boutique
      • Gives customer sense of ownership
    Feng Junk | your online fashion boutique
  • 16. Labeling and Packaging
  • 17. Objectives of Labeling and Packaging
    • Final stage of customer experience
    • Package should conjure positive emotions
    • Labeling is a reminder of who is responsible for creating positive feelings
    • Concepts from classical conditioning
  • 18. Recommended Labeling and Packaging
    • The impact of repetition
    • Moderate incongruity effect
    • Creating a pleasant experience to encourage future purchases
  • 19. Layout
  • 20. Layout
    • Kotler’s “Context Factors for Web Design”:
    • Whether the site loads quickly
    • Whether the home page is easy to understand
    • Whether the visitor can easily navigate to other pages that open quickly
  • 21. Design Factors
    • Cleanliness
    • Ease of Use
    • Attractiveness
  • 22. Old Website
  • 23. Layout – Survey Results
    • Two main types of websites valued most:
    • “Outlet” style websites
    • “Boutique” style websites
  • 24. “Outlet” Style Websites
    • Product selection
    • Price
  • 25. “Outlet” Style Websites
    • Standard e-commerce site
      • Department store like
      • Highlights new sales and promotions
      • Constantly expanding product line
    • Example style websites:
      • Bluefly.com
      • Macys.com
  • 26. “Boutique” Style Websites
    • Boutique shopping experience
      • Small, intimate, fashion boutique; i.e. Los Angeles or New York
      • “ New products” versus “product selection”
    • World class customer service
      • Impression of personalized and highly targeted shopping experience
    • Appearance
      • Product images front and center
      • Highlight trendiness with fonts and ensemble pieces
    • Taglines
      • “ Your Online Fashion Boutique”
      • “ Styles for all occasions”
  • 27. Common Elements
    • Color
      • Deep, almost burgundy, RED : energy & warmth
    • Font
      • Sans-serif style: sophistication & energy
      • Serif style: approachable & understated
    • Layout
      • Lines and boxes
      • White spaces
      • Grey borders
  • 28. Focus Group Results
    • “ Boutique” Style Layout by an Overwhelming Majority!
      • “ Less cluttered”
      • “ Polished, classy”
      • “ Nicer Pictures”
      • “ More interesting & appealing … MAKES YOU WANT TO SHOP”
  • 29. Experience Marketing
  • 30. Experience in a “real” boutique
    • Window shopping
    • Enter or Not decision
    • Walk-around
    • In-person interaction
    • Buy or Not decision
    • Satisfaction
    • Repeat or Not decision
  • 31. An experience in “real” boutique If you find something You can try it on! Check it in different angles With enough help from clerks If needed..
  • 32. Similarities and Differences
    • Similarities
      • Window shopper=“Just browsing” users
        • Shop’s appearance
        • Top and other pages
    • Differences
      • Personal assistance
      • Look and feel cruise
      • Waiting time
      • Variety of products and designers
  • 33. Personal Assistance
    • Real boutiques
      • Help & suggestions from shop employees
      • Feeling “special”
    • Feng Junk
      • “ complement your selection with…”
        • Based on the items in customer’s shopping bag
        • Customer information not utilized
    • Our Recommendations
      • More personalized suggestions
        • Based on age, preference, and past purchase
      • Live Chat
        • At your service
  • 34. Look and-Feel Cruise
    • Real boutique
      • Ability to “try”
    • Feng Junk
      • Inability to touch or try
      • Many items solely displayed
    • Our Recommendation
      • More virtual reality
        • More angles, close-up
        • Fashion models with items
        • Detailed description of texture
  • 35. Waiting time
    • Real boutique
      • At most a few minutes
    • Feng Junk
      • Several days (if free shipping)
      • Standard packaging
    • Our Recommendations
      • Tracking system
      • Importance of packaging
    time pleasure purchase wait arrival Effect of Tracking & Packaging
  • 36. Variety of products and designers
    • In a real boutique
      • Limited by shop’s capacity
    • Feng Junk
      • 80% of customers come knowing what they want
      • Sort by designer, name, price
    • Our recommendations
      • Search
        • Navigation after “not found”
      • More sort keys
        • Also by collection, release date, and popularity
  • 37. Promotion
  • 38. Promotion
    • Current promotions
      • 10% discount off MSRP
      • Off-site discount coupon
      • Cross-promotions with fashion blogs
      • Dramatic mark-downs on slow moving goods
  • 39.
    • Problems
      • Price competition
      • Fail to stimulate customers’ action
      • No consideration for regular customers
    Promotion
  • 40.
    • Recommendations
      • Newsletter
        • New products and special events
        • Discount code
        • Feel special
      • Frequent Customer Rewards
        • Reward point systems
      • Special events
        • Quizzes about Feng Junk designers
    Promotion
  • 41.
    • Measuring the results
      • Promotion participation
      • Conversion rate
      • Repurchase rate
    Promotion
  • 42. In Conclusion … …