WEB EXCLUSIVE BRANDS
SCOPE•   What is WEB•   Why adopt WEB strategy•   Success matrixes•   Challenges•   Opportunity
WEBWeb Exclusive Brand is one that sells uniqueproducts online• Web Exclusive : Selling only online.• Unique Products: Pvt...
WHY GO WEB ROUTE?To answer this lets examine the evolution offashion ecommerce in India
IT ALL BEGAN WITH…The “GILT” Model -• Back-stock liquidators / supply?• Consumer proposition - deep discounts• COD – the a...
FOLLOWED BY..The Retailer Model:•   Consumer Proposition – accessibility•   Multi Brand Retail•   Fresh seasonal goods•   ...
THE PROBLEM..?Business not sustainable•   Low Gross Margins•   High Discounts•   Negative Net Margins•   High COA•   Poor ...
THE WISH……….a business model that compels consumersto return again and again & shop at full price     Win customer loyalty...
THE MAGIC RECEPIERecipe: Loyalty on the rocks•   Unique / fab merchandise……….60 cl•   Spin a Brand story...………………20 cl•   ...
ENTRE WEB The Brand route to create the helplessly loyal consumer •   Focus on a sharp TG segment •   Invest in Brand posi...
THE CHALLENGESFrom trading to full value chain•   Design & manufacturing•   Building a brand•   Investment in inventory•  ...
WHAT HELPSOnline business is real business too – get yourfundamentals right:•   Founding team must bring all key skills & ...
SUCCESS MATRICESWEBs = Destination shopping = high performance•   Conversion Rate•   Repeat•   WOM - Organic traffic•   Mi...
FINALLYWEB suitable:•   For Fashion & Lifestyle segment•   When Founders have the skill & passion•   When scale at any cos...
OVER TO YOU
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Web Exclusive Brands - Session By Vijay Kumar Misra, Founder , DonebyNone

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Session at Internet Retail Expo 2013: 4th Edition of India's Largest Internet Retail Show
Official Website: http://www.internetretailexpo.com

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Web Exclusive Brands - Session By Vijay Kumar Misra, Founder , DonebyNone

  1. 1. WEB EXCLUSIVE BRANDS
  2. 2. SCOPE• What is WEB• Why adopt WEB strategy• Success matrixes• Challenges• Opportunity
  3. 3. WEBWeb Exclusive Brand is one that sells uniqueproducts online• Web Exclusive : Selling only online.• Unique Products: Pvt label /not available elsewhere attempts to create a monopoly of sorts
  4. 4. WHY GO WEB ROUTE?To answer this lets examine the evolution offashion ecommerce in India
  5. 5. IT ALL BEGAN WITH…The “GILT” Model -• Back-stock liquidators / supply?• Consumer proposition - deep discounts• COD – the additional greaseNo risk proposition lead to trial, but little repeat
  6. 6. FOLLOWED BY..The Retailer Model:• Consumer Proposition – accessibility• Multi Brand Retail• Fresh seasonal goods• Consumer cocaine – discounts & free shippingDelivered top-line, cash-burn but still no loyalty
  7. 7. THE PROBLEM..?Business not sustainable• Low Gross Margins• High Discounts• Negative Net Margins• High COA• Poor repeat / loyalty Each transaction led to more cash burn!
  8. 8. THE WISH……….a business model that compels consumersto return again and again & shop at full price Win customer loyalty without discounts; how?
  9. 9. THE MAGIC RECEPIERecipe: Loyalty on the rocks• Unique / fab merchandise……….60 cl• Spin a Brand story...………………20 cl• Value equation…………………….20 cl• Discounts ………………………….Skip Stir (don’t shake) - gets them helplessly loyal
  10. 10. ENTRE WEB The Brand route to create the helplessly loyal consumer • Focus on a sharp TG segment • Invest in Brand positioning & imagery • Bring focus to consumer experience • Offer unique and desirable merchandise • Value pricing and build lasting values
  11. 11. THE CHALLENGESFrom trading to full value chain• Design & manufacturing• Building a brand• Investment in inventory• High COA due to targeting• More difficult to scale Its like doubling the odds of failure!
  12. 12. WHAT HELPSOnline business is real business too – get yourfundamentals right:• Founding team must bring all key skills & experience• Get the consumer facing proposition right• This is not a valuation game• Investor is patient & yet allergic to burns• Timing is right• Lady luck supports It’s a long haul & there are no short cuts
  13. 13. SUCCESS MATRICESWEBs = Destination shopping = high performance• Conversion Rate• Repeat• WOM - Organic traffic• Minimum discounting• Gross & Net margin Makes good business sense
  14. 14. FINALLYWEB suitable:• For Fashion & Lifestyle segment• When Founders have the skill & passion• When scale at any cost is not the game• When bottom-line is as important….• When quick multi-million $ exit is not core When you are in business for the right reasons!
  15. 15. OVER TO YOU

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