Vastrm is an online store for custom made polo shirts. Their goal is to drive 100,000 people to their site by June 2013. Their target consumer is men aged 24-35 interested in sports like golf and tennis. Main competitors include custom online stores and big brands. Purchasing peaks in the summer. What's stopping purchases is a disbelief that online clothes will fit and a preference for shopping big brands in stores.

1. Skillshare-assignment
Create a great Social Media Strategy
with Julian Cole
Johan Wig 2012-12-17

2. vastrm.com

3. what is it?

4. what is it?
Vastrm.com is an online store
for custom made polo shirts

5. business problem?

6. business problem?
Consumers are unaware that Vastrm exists

7. goal?

8. goal?
Drive 100,000 people to the Vastrm site to find
out more about the product by June 2013

9. My four questions

10. My four questions
1. Who is the consumer?
2. What are they currently considering?
3. When are they considering a purchase?
4. What is stopping them from buying today?

11. Who is the consumer?

12. Clues 25-34 years. Popular city Jakarta(?), said
San Fransisco when I checked yesterday

13. tennis, golf
and other
competitors
Competitors
Clues from what pages Vastrm likes on Facebook

14. Golf & Golf & TENNIS
TENNIS AND shopping
Data for people
interested in tennis and
golf comapared to golf/
tennis and shopping

15. “Golf “tennis
citites” citites”
Geography data for people
interested in tennis and golf

16. Who is the consumer?
conclusion
The consumer is an american man, between
24-35 years. Interested in sport (preferably
tennis and golf) and shopping. He lives in
larger urban cities on both the west coast and
east coast (or Texas).

17. what are they
currently considering?

18. Google search to find competitors

19. possible competitors
www.ctshirts.co.uk
mytailor.com
www.bespokefitshirt.com
www.pickashirt.com
www.jhilburn.com www.shirtsmyway.com propercloth.com
www.shirtsmyway.com
bestcustomshirt.com
blanklabel.com
bleuflamme.com

20. Used similarsites.com and similiarsitesearch.com
to find out more about the competitors

21. main competitors
bleuflamme.com
indochino
online
custom
stores
j. Hilburn
polo ralph lauren big
offline
brands
lacoste

22. bleuflamme.com
22,000 peaks
likes, in the
18-24yr, autumn?
Jakarta (?)

23. indochino
peak in
january?
69,000
likes,
25-34yr,
Vancouver
more
luxurious

24. indochino
sites to investigate further few ads

25. blank label
11,000
likes,
15-24yr, high and
Indramayu low...?
(Indonesia)

26. blank label
sites to investigate further and example ads

27. ralph lauren
6m likes
for ralph
lauren,
28,000
for polo
ralph
laruen,
18-24 yr, peaks in
New York november and
december
many
conversations
about the brand
big brand

28. ralph lauren
sites to investigate further

29. lacoste
peaks in the
11m likes autumn
18-24 yr,
istanbul
many
conversations
about the brand
big brand

30. lacoste
sites to investigate further

31. what are they currently considering?
CONCLUSION
Vastrm has many competitors. Custom online
stores like bleuflamme.com, Blank Label and
Indochino. And big sport- and clothing brands
like Ralph Lauren, Lacoste eg famous for their
polo shirts.

32. When are they
considering a purchase?

33. Interest in tennis seems to by cyclic,
with a strong peak in the summer

34. Interest in golf seems to by cyclic,
with a strong peak in the summer

35. searched for “custom polo shirt” during
different time periods
Interest in custom made shirts seems
very irregular over time

36. When are they considering a purchase?
Conclusion
Vastrm should definitely do a marketing
campaign in the spring, just before the season
for golf and tennis begins.

37. what is stopping them
from buying today?

38. The shift from offline to online purchasing is modest in most
countries
45%
% of purchasers who purchased online in 2010
40%
ppts increase 2010 to 2012 in % of purchasers who purchased online
2%
35%
2%
2%
3%
5%
0%
30%
1%
7%
4%
25%
6%
0%
2%
3%
1%
Growth of Online in Shopping:
4%
20%
0%
37%
36%
34%
1%
32%
Development from 2010 to 2012
31%
4%
31%
15%
29%
2%
26%
24%
23%
6%
22%
22%
21%
21%
21%
20%
10%
19%
19%
16%
14%
13%
5%
9%
Trending data from 2010 and 2012
0%
on consumer research and purchase
Japan -4%
Portugal -4%
behavior across the globe
Germany
Austria
Australia
Italy
Finland
Russia
Greece
Spain
France
Denmark
USA
Ireland
Israel
Belgium
Netherlands
Sweden
Switzerland
Norway
New Zealand
United Kingdom
-5%
-10%
Source: CCB 2010 and 2012 with base ‘All purchasers’. The value per country is the average of 32 products.
1 6
Found data from Google Insight “The shift
from offline to online purchasing is modest
in most countries”

39. Consumer Barometer shows a very low
percentage (18%) of consumers buying
clothing & accessories online

40. A disbelief in ordering clothes
online that fits perfectly

41. Extremely strong competition
from strong offline superbrands

42. what is stopping them from buying today?
Conclusion
A disbelief in ordering clothes online,
maybe because they don’t think they will fit.
Customers seems to prefer to shop shirts in
regular stores, from big brands.