THE NEW FRONTIER IN FASHION:DIGITALApril 2, 2013
Retail merchandising dates back over 140 years                                        First holiday window, Macy’s circa 1...
The goal: Stimulate people to buy (from you)                                             Boy meet sledSource: ephemeralnew...
Technology has always moved                        merchandising to new frontiers                1886: First   1922: First...
The Digital (r)Evolution in Motion                                     6
THE STORE WINDOW: THE FIRST FRONTIER
Early thought leaders                                       L. Frank Baum,                       Raymond Loewy,           ...
Decluttering                                                 1912 Marshall Field’s Window by Arthur FraserSource: Invluenc...
Less is more                      1928 Saks Fifth Avenue Window by Frederick KieslerSource: kiesler.org                   ...
Informed by data                                      1938 Lord & Taylor WindowSource: intheknow.lordandtaylor.com        ...
Designing for a target audience                                                                        Eaton’s Windows, 19...
Success stories“the$credit$of$the$sale$belongs$to$the$window”$                                        “money$well$spent”!!...
And the world is changing...
eBay in Russia:Your Window for the whole Country
Something about eBayeBay’s missioneBay Inc.s focus is to enable commerce. With our consumers in mind, we areenabling our c...
The new global eBay – we’ve changed• 70% of items on eBay are new.;• 65% of inventory is sold at a fixed (“Buy It Now!”) p...
eBay in Russia• eBay’s sales focus in two predominant categories – Fashion and Technology• eBay is a leader in e-commerce ...
Some more details• 2012 (01-Jan to 30-Jun)The total number of hours spent by Russianusers for that time frame on eBay is 2...
And this is not only Moscow   In 2011, eBay observed the following cities distribution:              Russian eBay users ar...
Fashion is eBay business
FASHION = E-COMMERCE• Fashion inventory in Russia is a major part of the business with  23% of goods in 2011 being ‘Closin...
EBAY’s TOP CATEGORIESTop 3 categories (same for men and women)1.Clothes, shoes and accessories2.Jewelry & Watches3.Health ...
AGE-DEPENDENT STRUCTURE OF SALES                                   25
AND IT’S NOT ONLY ABOUT WOMEN...                                   26
eBay Fashion app
GLOBAL MOBILE MILESTONES• Mobile continues to be a game changer;• eBay mobile continues to be a leader with transacted mob...
RUSSIAN SUCCESS INDICATORSiPhone eBay app:• Number 4 ranking, in Russia (Lifesize category, free apps)• Reached 200K downl...
30
APP FEATURES• Russian language support• Easy access to “My eBay”• Exclusive sales• The app displays style inspirations fro...
SECURE, SAFE WAY TO SHOP• eBay apps are safe and easy to use• Items you watch, buy or sell using eBay Mobile are safely an...
Some facts...                • 4 fashion items bought every hour;                • 90+ fashion items bought a day;        ...
Mobile GMB from Russia             • 12,000+ items bought a week             • 1,700 + items bought a day             • 71...
(r)Evolution               35
Questions?
FORUM                                                                               Moscow                                ...
eBay - Vladimir Dolgov - The New Frontiere in Fashion: Digital - HUBFORUM MOSCOW 2013
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eBay - Vladimir Dolgov - The New Frontiere in Fashion: Digital - HUBFORUM MOSCOW 2013

  1. 1. THE NEW FRONTIER IN FASHION:DIGITALApril 2, 2013
  2. 2. Retail merchandising dates back over 140 years First holiday window, Macy’s circa 1870Source: vintage-ephemera.blogspot.com 3
  3. 3. The goal: Stimulate people to buy (from you) Boy meet sledSource: ephemeralnewyork.wordpress.com 4
  4. 4. Technology has always moved merchandising to new frontiers 1886: First 1922: First 1941: First 1994: First magazine in radio ad TV ad online color display ad1870s: Firstholiday store window 2000: First Today Google AdWords campaign 5
  5. 5. The Digital (r)Evolution in Motion 6
  6. 6. THE STORE WINDOW: THE FIRST FRONTIER
  7. 7. Early thought leaders L. Frank Baum, Raymond Loewy, author of The Wonderful Wizard of Oz designer of Coca-Cola bottleSources: beyondtherainbow2oz.com and vam.ac.uk 8
  8. 8. Decluttering 1912 Marshall Field’s Window by Arthur FraserSource: Invluences of Two Midwestern American Department Stores on Retailing Practicess, 1883-1941, Gayle Strege, 2009 9
  9. 9. Less is more 1928 Saks Fifth Avenue Window by Frederick KieslerSource: kiesler.org 10
  10. 10. Informed by data 1938 Lord & Taylor WindowSource: intheknow.lordandtaylor.com 11
  11. 11. Designing for a target audience Eaton’s Windows, 1936-1948Source: www.archives.gov.on.ca/english/on-line-exhibits/eatons-windows/index.aspx 12
  12. 12. Success stories“the$credit$of$the$sale$belongs$to$the$window”$ “money$well$spent”!!"L."Frank"Baum,"editor,"The"Show"Window "–"James"Simpson,"President"of"Marshall""" """""Fields"from"1923"to"1932 Lord$&$Taylor’s$1938$“It’s$coming”$ winter$display$increased$sales$by$50%$even$ though$the$temperature$was$in$the$F70s. 13
  13. 13. And the world is changing...
  14. 14. eBay in Russia:Your Window for the whole Country
  15. 15. Something about eBayeBay’s missioneBay Inc.s focus is to enable commerce. With our consumers in mind, we areenabling our consumers to shop anytime, anywhereWhat is eBay• Founded in 1995 in San Jose, California, eBay Inc. is a global commerce platform and payments leader connecting millions of buyers and sellers;• eBay was launched in Russia in March 2010 as a Russian-language service at eBay.ru;• In September 2012, eBay presented the new logo to the international community 17
  16. 16. The new global eBay – we’ve changed• 70% of items on eBay are new.;• 65% of inventory is sold at a fixed (“Buy It Now!”) price;• We’re global. Currently, 60% revenue comes from outside the U.S. and about 20% of our gross merchandise volume is cross-border;• Plus eBay offers the safest, most secure online shopping with eBay buyer protections. 18
  17. 17. eBay in Russia• eBay’s sales focus in two predominant categories – Fashion and Technology• eBay is a leader in e-commerce in Russia: consumers are buying on eBay every 3 seconds (2012)• The proportion of goods shipped to Russia from the USA alone is 51% (H1, 2012)• US: +100% YoY• China: +105% YoY• UK: +72% YoY• Germany +76% YoY 19
  18. 18. Some more details• 2012 (01-Jan to 30-Jun)The total number of hours spent by Russianusers for that time frame on eBay is 25.9Million hours.• On average, it would take two 747-cargos (jumbo jets) everyday to transport Russian purchases from US 20
  19. 19. And this is not only Moscow In 2011, eBay observed the following cities distribution: Russian eBay users are distributed across the country non-uniformly w bu rg co ri n os e at Ek e P et M St to v os R r o da a sn KrInfo graphic 2011 data 21
  20. 20. Fashion is eBay business
  21. 21. FASHION = E-COMMERCE• Fashion inventory in Russia is a major part of the business with 23% of goods in 2011 being ‘Closing and Accessories’• Each day Russians buy in average: 391 T-shirts, 427 dresses, 667 pairs of shoes and 411 bags• Market volumes Russia (2011): ✴ 23% - Clothing & Accessories ✴ 20% - Computers, Consumer Electronics, Photo ✴ 13% - Jewelry, Gems, Watches ✴ 12% - Cell Phones & Accessories Clothing & asscessories Electronics Other Jewelery, Gems, Watches Cell phones & accessories 23
  22. 22. EBAY’s TOP CATEGORIESTop 3 categories (same for men and women)1.Clothes, shoes and accessories2.Jewelry & Watches3.Health & Beauty Subcategories:MEN WOMEN1.Wristwatches 1.Handbags and purses2.Athletic shoes 2.Dresses3.Coats and jackets 3.Coats and jackets4.Jeans 4.Wristwatches5.Handbags and purses 5.Heels shoes 24
  23. 23. AGE-DEPENDENT STRUCTURE OF SALES 25
  24. 24. AND IT’S NOT ONLY ABOUT WOMEN... 26
  25. 25. eBay Fashion app
  26. 26. GLOBAL MOBILE MILESTONES• Mobile continues to be a game changer;• eBay mobile continues to be a leader with transacted mobile volume expected to double in 2012 vs year ago;• Our mobile apps have been downloaded nearly 90 million times, and we’re seeing incredible velocity stats: ‣ A woman’s handbag is purchased every 30 seconds on eBay mobile ‣ And mobile continues to attract new customers – 600,000 new customers in Q2 made their first purchase with us on eBay mobile ‣ eBay motors have been stand out successes for mobile.• eBay Inc. has created global trading opportunities for smart businesses of all sizes seeking to build international sales channels to customers beyond their home turf;• During Q4 2011, this was 20% of the business 28
  27. 27. RUSSIAN SUCCESS INDICATORSiPhone eBay app:• Number 4 ranking, in Russia (Lifesize category, free apps)• Reached 200K downloads in total by end of Sept 2012 from Russia• Number of downloads in 2012 by country: Russia #8 globally, in Europe #5• eBay apps have been downloaded more than 80 mln timesThe most popular categories for Russians when buying through the eBay app are:1. Clothing & Accessories2. Cell Phones & Accessories3. Jewelry, Gems, Watches4. Computers5. Consumer Electronics – Other ...so this is why we launched... 29
  28. 28. 30
  29. 29. APP FEATURES• Russian language support• Easy access to “My eBay”• Exclusive sales• The app displays style inspirations from Chicisimo.com• It includes four megatrends (outlined at Analysts Day): mobile, local, digital, social• The App is deeply integrated with social elements 31
  30. 30. SECURE, SAFE WAY TO SHOP• eBay apps are safe and easy to use• Items you watch, buy or sell using eBay Mobile are safely and automatically updated with the eBay account on your computer, ensuring that everything you need is always at your fingertips, no matter where you are or how you shop• eBay keeps your payment methods secure via PayPal ★ PayPal is the faster, safer way to pay and get paid online and on your mobile device; ★ You don’t share your financial information and you can use any payment method you want 32
  31. 31. Some facts... • 4 fashion items bought every hour; • 90+ fashion items bought a day; • 600+ fashion items bought a week Most unusual items: • Mar 23: $1,080 Gucci Black Crocodile Loafers • Mar 21: $1,100 Mezlan Alligator oxford dress shoes • Mar 18: $1,899 Celine Trapeze hand bag • Mar 2: $1,400 Wtters Bride strapless wedding dress 33
  32. 32. Mobile GMB from Russia • 12,000+ items bought a week • 1,700 + items bought a day • 71+ items bought every hour • ~1-2 items bought every minute on a mobile device in Russia #2 in Lifestyle at AppStore... #34 in Top Free Apps... 3 months old... 34
  33. 33. (r)Evolution 35
  34. 34. Questions?
  35. 35. FORUM Moscow April 2nd 2013CONNECTING DIGITAL INFLUENCERS FRENCHWEB.FR LE MAGAZINE DES PROFESSIONNELS DU NET

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