3. Key Differentiators
● A high connect Brand with a unique personality
● Affordable Global fashion
● Digitally viral
Leverage new age channels & social marketing for efficient growth
● Healthy Margins
● High Inventory Turn
Fast fashion, high inventory turn, leverages technology
4. Aspirational fashion brand
● Target Audience
Young, price-conscious, and sensitive to the latest fashion trends
● Brand Personality
cool, confident, spirited, fashionable
● Brand Value
Freedom
7. The Founding Team
VIJAY KUMAR MISRA
• 25+ yrs in fashion & retail
• Founding MD & CEO, ‘W’ (2001-09)
• St. Stephens College - Graduation
• Diploma in Design from ESMOD, France
VIJESH SHARMA
• 9+ yrs in large scale direct to consumer businesses
• Head-Product development and UX, E-commerce
at Indiatimes (2007-11). Co-founded ZigWheels.
• National Lead for Direct-to-consumer Sales, TOI
• B. Tech, MBA (MDI Gurgaon)
AMARINDER SINGH DHALIWAL
• 19+ yrs experience ; set up businesses in online & media
• VP- Indiatimes Shopping & Zigwheels.com (2007-11)
• B Tech IIT Delhi
• PGDM IIMA
10. Brand personality established
Q: If DONE BY NONE were to become a real girl, how would you describe her personality?
.
Source:Brand Track (internal)
11. Brand- young & happening
Q: Which celebrity would be a perfect brand ambassador for DONE BY NONE?
Source:Brand Track (internal)
12. On par with Global brands
Source:Brand Track (internal)
Lifestyle
Pantaloons
Allen Solly
Scullers
Shop 19
Koovs
ZARA
FOREVER 21
17. Key Growth Strategies
● Conversations before sales
● Build an emotional connect
● Chase density before scale
● Sell to customers through customers
18. Conversations Before Sales
Most
awareness
building for
the brand has
happened via
non-paid
activity on
social media.
Engagement
rates on
social media
have
consistently
been off-
charts
Source: Facebook insights (June 2014)
19. Build an Emotional Connect
Creating conversations around
topics that matter to the TG, has
increased virality and
memorability of the content
20. Chase Density before Scale
We’ve used multiple targeting strategies to ensure high density
in our customer/ visitor/ fan network:
Delhi >before> Top 10 cities >before> All India
22-29 Female >before> 20-34 Female >before> All Else
Source:Brand Track (internal)
21. Sell to Customers through Customers
Visitors sign-in with facebook, to find out how many of their friends like DONE BY NONE.
We get email IDs, demographic info from FB, the FB IDs (with age and gender) of their entire friend circle
This data is useful for understanding consumer design preferences, specific paid targeting of friends of
subscribers, etc.
Leverage
technology to
Generate customer-
to-customer word of
mouth
&
Capture relevant
data
24. Strong DNA for profitability
● Low cost growth Customer acquisition cost < Rs. 300
* Estimated for Jun’14
25. Strong DNA for profitability
Rs. 500 margin earned per new customer in first 5 months
* Estimated for Jun’14; Visits Q1 FY15
26. Strong DNA for profitability
Sales runrate of Rs. 7.5 mn
on Rs. 2.5 mn monthly burn
● Lean operations
- Selective hiring of key skills; training young talent
- Fixed costs in line with sales
- Current staff : 34 employees
* Estimated for Jun’14
27. Strong DNA for profitability
● Operational Excellence
- Leveraging technology & partnerships for scaling
●Metrics driven efficiency
●Net Margin delivered 25%
* Estimated for Jun’14
29. The triggers
● Young population
50% below below 24 years
● Working women
40% workforce women in Urban areas / disposable income
● Personal Grooming
Need to stand out / succeed
● Spends on Fashion
Apparel constitutes 30% share of wallet for young women
30. The Gap - women’s western wear
Despite high prices, international brands stack it up
● Zara - 405 cr in yr 3 (2012-13) - Growth 56% same store / YOY
● Forever 21 targeting 1000 cr in 3 yrs
● Esprit - 400 cr in 6 years
● Benetton - 1000 cr plus in 15 years
Investor interest in offline brands
● AND Designs sale to General Atlantic
● BIBA, Monte Carlo, Kimaya Fashion, Fab India
No “Made in India” women’s fashion brand on the horizon
31. Shift in Consumer Behaviour
Apparel & accessories to takeover electronics online*
● Most frequently purchased item online after tickets
Large online marketplaces/ retailers
● Jabong and Myntra leading fashion retailers
● Flipkart, Snapdeal & Amazon are competing in fashion marketplace
DONE BY NONE has a strong online presence
*Google and TNS Research
