The Closet E-Commerce Business Development
•Download as PPTX, PDF•
4 likes•2,785 views
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to The Closet E-Commerce Business Development
Similar to The Closet E-Commerce Business Development (20)
Recently uploaded
Recently uploaded (20)
The Closet E-Commerce Business Development
- 1. Keisha Stephen l Sona Martirosian l Diana Mella Roca l Jennifer Mininno NYU MS Integrated Marketing E-Commerce Business Development
- 2. Company Information http://thecloset.com The Closet is every fashionista’s homepage. Your favorite fashion blogs, stores, news, and media are now hanging in one place. Like a really good outfit, you can edit it, tweak it, accessorize it and customize it to evolve with your personal style.
- 3. Mission YOUR VIRTUAL WALK IN CLOSET All the fashion news, street style pictures, fashion blogs, online stores and online editorials have become more overwhelming than a pile of clothes on your bed before an important night out. The Closet solves this problem by giving fashionistas one simple place to organize it all.
- 4. Value Proposition By giving you a highly personalized new organization system, The Closet saves you time by aggregating all your favorite fashion news, blogs, and retail sites and ensures that you don’t miss out on the latest “it”.
- 5. The Closet: Not Your Average Fashion Site • Highly personalized • Summarizes • Keeps Fashionistas in the loop • Saves you time Users • Behavioral targeting • Geo Targeting • Highly engaging campaigns • Highly targeted e-mail lists Advertisers
- 6. Revenue Model Details Target Advertising Fees from advertisers in exchange for display ads Fashion retailers, Fashion publications, Female- targeted products Affiliate Payment in percentage of sales based on referrals from TheCloset.com Fashion E-Retailers, Beauty E-Retailers Sponsored Widgets Customized widgets made for clients on a case by case basis Fashion retailers, Fashion publications, Female- targeted products Dedicated Newsletter Customized news piece in “The Essentials” Fashion retailers, Fashion publications, Female- targeted products
- 8. • The U.S. female population will increase 9%, from 150 million in 2005 to 165 million in 2015 • Nearly nine out of 10 women report that they have shopped for clothing themselves in the past year, and eight out of 10 women have made a purchase during that time. • 156 million consumers in the US ages 14 and older will buy online in 2013 Market Opportunity: Consumers Almost 9 out of 10 internet users in the US will browse, research or compare products online this year.
- 11. Market Opportunity: Fashion Industry
- 14. COMPETITIVE ENVIRONMENT • No direct competitor • Varied and saturated market of indirect competitors Fashion Blogs Fashion News Sites Fashion Magazines Sites Fashion E-retailers Fashion Online Community Fashion Apps • Our indirect competitors will be also potential B2B advertising partners
- 17. COMPETITION: FASHION NEWS SITES
- 18. COMPETITION: FASHION MAGAZINE WEBSITES
- 24. COMPETITIVE ANALYSIS fashion blogs news sites magazines sites e-tailers online communities apps focus personal coverage on fashion and brands news, updates, interviews digital version of print magazine and online-only content (editorials) sell merchandise social commerce reader, games, mobile commerce business model ads, product placements, brand advocates ads, sponsored news ads, product placement in editorials e-commerce affiliate (usually a % on sales) various (ads, purchase, subscription) advertising high high high low medium medium loyalty high medium medium medium high high personalization none none none none high medium/high
- 25. • First mover advantage: • first fashion-only content aggregator • Differentiation strategy: • offer a product with features that are not yet offered by competitors (uniqueness) • Superior value: personalization of content • users customize their own experience • “à la carte” content consumption leads to high and immersive user engagement COMPETITIVE ADVANTAGE
- 26. Target Audience
- 27. Who needs The Closet?
- 28. she has wallpapered the rental apartment Who needs The Closet?
- 29. Who needs The Closet?
- 30. B2B Target Audience A range of retail stores and fashion brands that appeal to our target audience and want more exposure in a competing environment. These include both middle end and high end businesses, small boutiques, vintage stores, etc.
- 31. Market Strategy
- 32. The digital fashion world organized the way you like it
- 33. Media Strategy & Promotion: B2B Acquisition • Use SRDS to target CMOs, execs and movers and shakers in the fashion world: • Direct mail teasers • Media Kits • Invites to exclusive launch party • Targeted online advertising • Press Releases
- 34. Media Strategy & Promotion: Influencers & Strategic Partnerships Use Social Listening tools to find influencers and high volume fashion bloggers and form partnerships
- 35. CRM Strategy • Use Salesforce software to manage B2B & B2C audience • B2C audience: • Collect names & email addresses • Collect RFM data into a database and segmented to set up Loyalty programs • Two levels of Loyalty Cards: • Fashion Forward • Ultimate Fashionista
- 36. Customer Service Channels • Email • Twitter • Live Chat • FAQ & how-to videos on website • Forums & Reviews
- 40. site map Home Fashion Blogs Designers Shopping Beauty Mail About Contact Advertise Media Kit Help FAQ Register
- 42. Mobile app
- 43. Social profiles
- 44. Content Strategy
- 45. Thank you