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Vastrm insights mining

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Skillshare social media course- homework

Skillshare social media course- homework


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  • 1. VASTRMINSIGHTS MINING Skillshare Assignment- Carla Hizon
  • 2. THE PRODUCTTHE OPPORTUNITYTHE QUESTIONSTHE ANSWERS
  • 3. THE PRODUCT
  • 4. VastrmCustom polo shirts fit for your shape Determine and save your ‘Vastrm Fit ID’ Try on samples at home True customisation (not just colour and design)
  • 5. THE OPPORTUNITY
  • 6. Business ProblemConsumers are unaware that Vastrm exists
  • 7. GoalDrive 100, 000 people to the Vastrm site to find out moreabout the product by June 2013
  • 8. THE QUESTIONS
  • 9. Areas to Explore The Audience1. What is the online behaviour of our audience?2. How does the audience purchase clothing? Our Competitive Set3. Who are our competitors?4. Who are they targeting?
  • 10. THE ANSWERS
  • 11. The Audience1. What is the online behaviour of our audienceIt isn’t just about the PCMulti-screening dominates behaviour, where 90% of interactions are screen based Source: Google Compete 2012
  • 12. Social networks are used heavily by active internet usersWhere the majority also shop online Source: Moontoast, Nielsen, Social Commerce 2011, 2012
  • 13. Those active on social networks are heavy online shopppers
  • 14. Sequential screening (moving from one screen to another) is common when shopping online Source: Google Compete 2012
  • 15. Online shopping search begins on a smartphone Source: Google Compete 2012
  • 16. The Audience2. How does the audience purchase clothing?Clothing is still predominantly purchased offline Source: Consumer Barometer 2012
  • 17. Online research plays a major role before purchase Source: Consumer Barometer 2012
  • 18. When shopping for clothing and apparel, most are undecided on a brand and where to buyOver 5 sites are often visited before conversion Source: Google Compete 2012
  • 19. Search is vital and drives conversionsConversion takes time and is most likely within the first month of search Source: Google Compete 2009, 2012
  • 20. ‘T-shirt’ outstrips ‘polo shirt’ in terms of searchesEstablished/popular polo shirt brands perform equal if not better compared to the generic ‘polo shirt’ termSearches peak mid or end of year, implying popularity around mid-year sales or gift time Source: Google Trends 2012
  • 21. Our Competitive Set3. Who are our competitors?There is a wide spectrum of competitors who claim to provide ‘customised shirts’For the majority ‘custom’ really means just choosing a colour or designVastrm is the only product that provide choices in terms of fit, size, style of shirt, shirtdetailing
  • 22. Restricted Customisation Complete CustomisationThe majority of competitors have standard shirt styles, wherecustomisation is limited to colour and embroidery .
  • 23. 4. Who are they targetingWhile average audience age is between 18-24, majority of customer lie within the older 25-44age segmentsYounger, design-led brands such as Threadless are targeting the young adult segment
  • 24. ThreadlessFocus on the young adult segment of 18-24 Source: Quantcast 2012
  • 25. Custom Ink While average age of audience is under 18, theaverage household income of $100-150k suggest majority of their audience lie between 25-44 years of age Source: Quantcast 2012
  • 26. Zazzle Similar to Custom Ink, based on the average household income of $100-150k majority of their audienceactually lie between 25-44 years of age Source: Quantcast 2012
  • 27. Cafe Press Source: Quantcast 2012
  • 28. Spreadshirt Focus is on a slightly older age demographiccompared to the others within the competitive set Source: Quantcast 2012
  • 29. LacosteClearly targeting older audience with high disposable income. Source: Quantcast 2012
  • 30. In SummaryVastrm is the only brand that offers true customisation when it comes to polo shirts, thisshould be exploited to its full potentialWhile 18-24 year olds is a popular segment, spending power lie with the over 25 year oldsMobile and search need to complement our strategy as these are the tools our audience usewhen shopping onlineThe creative idea needs to work seamlessly between different screens throughout thecustomer journey

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