This document discusses the challenges faced by Cosabella, a global lingerie company, and their plans for the digital future. Cosabella's challenges included [1] disjointed digital teams, [2] unclear brand identity, and [3] finding the right technology partners. To address these, Cosabella restructured teams, focused on defining their brand story and values, and implemented new AI technology. The changes resulted in increased sales, revenue, social purchases and conversions. Cosabella hopes sharing their experience will help others prosper in 2017.

1. DIGITAL DESTINY
THE NEXT GENERATION
OF FAMILY OWNED

2. INTRO
COSABELLA IS A GLOBAL
LUXURY LINGERIE,
SWIM, APPAREL AND
SLEEPWEAR COMPANY.

3. FAMILY OWNED SINCE 1983

5. D 2 C 9 1 C O U N T R I E S B 2 B 7 4 C O U N T R I E S V E R T I C A L S U P P L Y C H A I N

6. RIHANNAKENDALL JENNER
LAKE BELLASHLEY GREEN
ERIN HEATHERTON
KENDALL JENNER
KATE MARA
ROSIE HUNTINGTON-WHITELEY RITA ORA
LEA MICHELLE
AS SEEN IN

7. a s W O R N B Y
H O N E Y N S I L K@
F I G T N Y@
C R Y S K A Y@
W O N G . J P G@
T H E F A S H I O N S I G H T@
G U M B O O T G L A M@ T H O U G H T F U L M I S F I T@ W A I T Y O U N E E D T H I S@

8. CHALLENGE #1
INTERNAL STRUCTURE
• Our digital, marketing, communications,IT
and PR teams were disjointed.
• Our consumer facing strategies were done
at the end of the process.
• We have global offices which also
exasperated the flow of ideas and synergy.

9. CHALLENGE #2:
THE SOUL OF THE BRAND
• What is our story?
• Are we telling our story?
• What is our brand promise to the customer?
• What are our core values?
• What is our brand essence?
• What will our brand legacy be?
• What are our non-negotiables?
• Who is our shopper, really?
• What are our rules of engagement?

10. HER
SHE WANTS EMOTION.
SHE WANTS AUTHENTICITY.
SHE WANTS TO BE INSPIRED.
SHE WANTS US TO BE INTIMATE.

11. BY 2020, 85% OF CUSTOMER INTERACTIONS IN
RETAIL WILL BE MANAGED BY ARTIFICIAL INTELLIGENCE.
(GARTNER)
SOURCE: HTTP://WWW.INFORMATION-AGE.COM/RETAIL-NEXT-BIG-INDUSTRY-IMPACTED-AI-123462561/

12. DATA, DATA, DATA
COMPLEX
RESOURCE-INTENSIVE
NOT SCALABLE

13. ARTIFICIAL
INTELLIGENCE
• Data is more valuable than everything else.
• Machine Learning: Gives computers the
ability to learn without being explicitly
programmed.
• Pattern Recognition: Easy with two things...
hard with a million.
• Algorithims: Learn from and make
predictions on data.

14. CHALLENGE #3:
FINDING THE RIGHT PARTNERS
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
SALES BEGAN TO SLOW RECORD RESULTS
ACROSS THE BOARD
CONTINUED MOMENTUM CONTINUED REVIEW OF TECH
SOLUTIONS / IMPROVE CONTENT
PARTED WAYS WITH AD AGENCY IMPLEMENTED NEW
TECH PARTNERS

15. AI TECH STACK
336% ROAS
+50% REVENUE
+2000% SOCIAL PURCHASES
+38% CONVERSIONS
160 TESTED DESIGNS
45 DAYS
ADVERTISING A/B TESTING

16. RE-CAP
• Review your internal structure
• Find your story
• Never stop exploring new technology
We hope that what we have shared can help
you find a more prosperous 2017
silvia@cosabella.com
grazie!