The document outlines a comprehensive strategy for developing an e-commerce platform in the fashion industry, emphasizing branding, customer relations, and project management. It details a phased approach, from defining business models to logistics and CRM strategies. Key areas include multistore functionality, marketing engines, and ongoing platform maintenance to enhance customer experience and brand visibility.

1. E-commerce and Fashion

2. CONTEXT
• THE CONTEMPORARY CONTEXT REQUIRES A STEP FORWARD IN REGARDS
TO THE NEW MEDIA SCENARY FROM 3 DIFFERENT POINTS OF VIEW:
– BRANDING
– BUSINESS
– CUSTOMER RELATION MANAGEMENT
• THE PLATFORM REQUIRES A UNIQUE CORPORATE IMAGE
COMMUNITCATING THE SAME BRAND MESSAGE WORLDWIDE
• THE NEED IS ABOUT TAKING THE OPPORTUNITY TO COVER THE BUSINNES
POTENTIAL BETWEEN THE BRAND AND OUR FINAL CUSTOMER THROUGH
NEW MEDIA CHANNELS

3. The Importance Of Mindset In Internet
If you see… And you take…
POTENTIAL ACTION
That will It will bring…
REINFORCE
RESULTS
Your BELEAFS

4. Which means
If you see… And you take…
DRASTIC
POTENTIAL
ACTION
That will It might bring…
REINFORCE GREAT
Your BELIEFS RESULTS

5. The Importance Of project management
The way to develop a great website and e-
commerce platform is to understand what are
the real standards and move forward step by
step with good and up to date ideas
PHASE 1 PHASE 2 PHASE 3 PHASE 4
DECIDE To PROJECT DEVELOPMENT MAINTENANCE
A step by step approach to the project will
ensure a clear vision and it will clearly define
what objectives we must achieve

6. PHASE 1
DECIDE The project process step 1
• The business model
• The business partner
• The operative Information Tecnology Platform
• Logistics aspects
• The Customer Relation Management

7. PHASE 1 To plan
DECIDE To consider
The project process step 1
• The business model
Product strategy Marketing strategy
• Unique or separated stock per branch • Users reach for website
• Price positioning with special items • CRM strategy
• In House or Out sourcing Activities • Internet Marketing strategy
• Level of services to the clientele • Look, Feel and Web Positioning
CLIENTS AIMS COMPETITOR
BUSINESS MODEL
(in house; concession; outsurcing)

8. PHASE 1 To plan
DECIDE To consider
The project process step 1
• The business partner
JAPAN KOREA
REST OF THE
WORLD
WHITE s.r.l.
Sotto un unico coordinamento relativamente alla parte di front-end, è necessario
conivolgere tutti i parner che beneficiano del business nella contribuzione economica
relativa a:
• Sviluppo della piattaforma
• Campagne di comunicazione di “Branding”
lasciando al management locale la parte di promotion specifica

9. PHASE 1 To plan
DECIDE To consider
The project process step 1
• The operative Information Tecnology Platform
While evaluating the Information Architecture Development, we must
consider the following:
• The development agency must be a company with a global platform (multi lingual)
• The platform should be able to divide and track the performance by different bunches
• The platform should manage all the back office aspects for example invoicing,
communications and CRM activities in the original language but it must mantein a global view
for analisys (local interfacing with the parner IT systems)
courier
Final customers
buying JP
E-commerce returns
payment Final customers
KO
www.neilbarrett.com
ITP
returns
stock availability
by bunch Final customers
RTW
returns

10. PHASE 1 To plan
DECIDE To consider
The project process step 1
• The Logistics Aspects
The management of delivery time, returns, stock
• The decentralization of the business ensure the compression and a cost decrease of the
merchandising it also serves to better define, BtoB aspects in regards to the distribution
agreements between the companies.
www.neilbarrett.com
Sell Out, Returns, Claims, Invoicing….
Warehouse Warehouse Warehouse
JP KOREA Rest of The World

11. PHASE 1 To plan
DECIDE To consider
The project process step 1
• The Customer Relation Aspects
The CRM “definition and strategy” and 4 main ways to apply it
• New client acquisition operation "potential client”
• One to One communication
• Fidelization “ up selling and cross selling strategies”
• To create brand promoter >> through clients completely satisfied with the level of service
Sell Out, Returns, Claims, Invoicing….
CRM CRM CRM
JP KOREA Rest of The World

12. PHASE 2
To PROJECT The project process step 2
While defining all the details for development, we should consider the following key
business areas:
• It’s a Multistore e-commerce platform
• Selling tools to support sales for the purchasing process online + back end integration and
personalization
• Catalogue management, development and organization + maintenace
• Marketing Engine >> the configuration and planning of initiatives to create awareness and
promote the product

13. PHASE 2 To plan
To PROJECT To consider
The project process step 2
• The multistore model
www.neilbarrett.com
UNIQUE ENTRY POINT >> I.P. ADDRESS DETECTING AND LOCALIZATION >> RULED OUTPUT OF CONTENTS
JP KO RTW
www.neilbarrett.jp www.neilbarrett.ko www.neilbarrett.com
Final customers Final customers Final customers
The virtual display is automatically managed by detailed rules
• Every distributor will show only their own catalogue to the final customers

14. PHASE 2 To plan
To PROJECT To consider
The project process step 2
• Selling tools to support sales through purchasing process online
DON’T WANT TO BOTHER YOU WITH THIS TECHNICAL DETAILS

15. PHASE 2 To plan
To PROJECT To consider
The project process step 2
• The catalogue management
THE CATALOGUE (pictures and videos)
• 2 seasonal shooting with a model who perfectly fits Neil Barrett including
the payment for all rights to show his face on the web
THE PRODUCTION
• All the images, already post produced and web optimazed will be put into
a dedicated “shared area” .
THE MAINTENANCE
• The operator in charge for every distributor can download the pictures to
be uploaded into the “local e-store” for sales

16. PHASE 2 To plan
To PROJECT To consider
The project process step 2
• The marketing engine – drivers of performance
THE MARKETING MISSION STATEMENT
• There is a fundamental difference between the marketing mission statement and the corporate mission statement. Even though they
may both turn out to be similar; that’s why, while considering the marketing action, like for the e-commerce platform development, is
important to understand what is directly under the Brand responsibility, but also, what is under the Business Partner responsibility.
THE RULE
X% OF NUMBERS OF UNIQUE USERS = SALES OF ITEMS
UNDER NEIL BARRETT RESPONSABILITY:
Website ergonomy
Pure adverstising Brand Limited edition design Quality of creativity
Oriented Special contents Value of contents Brand reputation Packaging development
CUSTOMER
ATTRACTED INTERESTED CONVERSION SATISFACTION
Blog, community, Digital Direct Marketing Ampiezza gamma Size availability, Effective product
price comparator, RSS… (newsletter, sms, mms….) trought prodotto Profondità di gamma corrispondence with the
list: online buying
Other internet • website registered Total look offer
promotional action: • off line client of monobrand stores Free returns and easy to
Google adwords, Search • Other lists… menage
engine marketing and
optimization, Affiliate…. Promotional offers, communication
of sales….
TO SHARED IN COMMON WITH BUSINESS PARTNERS:

17. 3
FASE
PRODUCTION The project process step 3
THE PHSE 3 IS THE MOST IMPORTANT AND IS ABOUT TO REALIZE WHAT HAS BEEN
PLANNED ON THE PHASE 2
• Detailed information will be provided after the project agreement
4
FASE
MAINTENANCE The project process step 4
• e-commerce maintence and updating
• Montly updates for a fresh look and feel
• Website updating
• Seasonal refresh of collection
• Seasonal update of price list, images …..
• Seasonal creativity review of look and feel
• Web analysis (every six month) and media mix re-definition/optimization

18. ECONOMICS AND TENTATIVE TIMING

19. ECONOMICS
FASE 1 FASE 2 FASE 3 FASE 4
DECIDE PROJECT DEVELOPMENT MAINTENANCE
GO LIVE
XXXXXXXXX € (once) XXXXXXX € (every 6 month)
PERMANENT MARKETING ACTIONS ( adv-direct marketing-search engine….)
XXXXXXXX €
WEB SITE ADV BUDGET for LAUNCH AND POSITIONING
XXXXXXXXX €