Team Voltron presents… FengJunk.com
What is Feng Junk Accessories?
Feng Junk Accessories <ul><li>Online fashion accessories boutique </li></ul><ul><li>Highly selective product lines include...
The Feng Junk Collection <ul><li>Fashion accessories by 17 emerging and underground fashion designers </li></ul><ul><li>Ov...
Target Customers <ul><li>Feng Junk caters to the needs of sophisticated, yet alternative clientele who are willing to trad...
Who are Feng Junk customers? <ul><li>73.3% Single  </li></ul><ul><li>75.5% College educated  </li></ul><ul><li>Average age...
Map of North American orders
Competition <ul><li>Brick-and-Click  companies such as Neiman Marcus, Banana Republic and Nordstrom </li></ul><ul><li>Shop...
Why Feng Junk? <ul><li>New company established less than 6 months ago </li></ul><ul><li>In the introduction phase and has ...
Branding
The Name <ul><li>Feng : Derived from Chinese philosophy of Feng Shui </li></ul><ul><li>Junk : Conveys edginess; playful </...
Do customers  get  it? <ul><li>Feng Junk =  </li></ul>
Symbol and Logo <ul><li>Symbol: Eye-catching, but unrelated </li></ul><ul><li>Typeface: Personal, but too sharp </li></ul>...
Recommended Logo <ul><li>Symbol ties in and aids in branding effort </li></ul><ul><li>Typeface is smoother and friendlier,...
Further Branding Recommendations <ul><li>“ About Us” section </li></ul><ul><ul><li>Explain the company name </li></ul></ul...
Labeling and Packaging
Objectives of Labeling and Packaging <ul><li>Final stage of customer experience </li></ul><ul><li>Package should conjure p...
Recommended Labeling and Packaging <ul><li>The impact of repetition </li></ul><ul><li>Moderate incongruity effect </li></u...
Layout
Layout <ul><li>Kotler’s “Context Factors for Web Design”: </li></ul><ul><li>Whether the site loads quickly </li></ul><ul><...
Design Factors <ul><li>Cleanliness </li></ul><ul><li>Ease of Use </li></ul><ul><li>Attractiveness </li></ul>
Old Website
Layout – Survey Results <ul><li>Two main types of websites valued most: </li></ul><ul><li>“Outlet” style websites </li></u...
“Outlet” Style Websites <ul><li>Product selection </li></ul><ul><li>Price </li></ul>
“Outlet” Style Websites <ul><li>Standard e-commerce site </li></ul><ul><ul><li>Department store like </li></ul></ul><ul><u...
“Boutique” Style Websites <ul><li>Boutique shopping experience </li></ul><ul><ul><li>Small, intimate, fashion boutique; i....
Common Elements <ul><li>Color </li></ul><ul><ul><li>Deep, almost burgundy,  RED : energy & warmth </li></ul></ul><ul><li>F...
Focus Group Results  <ul><li>“ Boutique” Style Layout by an Overwhelming Majority!  </li></ul><ul><ul><li>“ Less cluttered...
Experience Marketing
Experience in a “real” boutique <ul><li>Window shopping </li></ul><ul><li>Enter or Not decision </li></ul><ul><li>Walk-aro...
An experience in “real” boutique If you find something You can try it on! Check it in different angles With enough help fr...
Similarities and Differences <ul><li>Similarities </li></ul><ul><ul><li>Window shopper=“Just browsing” users </li></ul></u...
Personal Assistance <ul><li>Real boutiques </li></ul><ul><ul><li>Help & suggestions from shop employees </li></ul></ul><ul...
Look   and-Feel Cruise <ul><li>Real boutique </li></ul><ul><ul><li>Ability to “try” </li></ul></ul><ul><li>Feng Junk </li>...
Waiting time <ul><li>Real boutique </li></ul><ul><ul><li>At most a few minutes </li></ul></ul><ul><li>Feng Junk </li></ul>...
Variety of products and designers <ul><li>In a real boutique </li></ul><ul><ul><li>Limited by shop’s capacity </li></ul></...
Promotion
Promotion <ul><li>Current promotions </li></ul><ul><ul><li>10% discount off MSRP </li></ul></ul><ul><ul><li>Off-site disco...
<ul><li>Problems </li></ul><ul><ul><li>Price competition </li></ul></ul><ul><ul><li>Fail to stimulate customers’ action </...
<ul><li>Recommendations </li></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><ul><li>New products and special events </...
<ul><li>Measuring the results </li></ul><ul><ul><li>Promotion participation </li></ul></ul><ul><ul><li>Conversion rate </l...
In Conclusion … …
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Shopbop Is A Trendy Apparel Website That Features Over 100 Designers

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Shopbop Is A Trendy Apparel Website That Features Over 100 Designers

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

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