Digitalisering: Reversing the Chain

1. Harry van der Zee
CEO Micro FashionReversing the chain with digital commerce

3. Micro Fashion
Fashion-lab & Showrooms

4. Profuomo Presence:

5. X

6. Our customers:

7. 12 years ago I made the switch from the digital world into fashion

8. “The world is changing and so is fashion”
(quote Giorgio Armani. Source: goodreads.com)
What did I find?

10. CHALLENGING!

11. 12 years ago…

12. “To succeed in the future,
individuals and companies must develop strategies
that fit global realities” (Jim Pinto)
“It's a new game out there.
Don't complain about it – join it and enjoy it.
If you are not good enough to play in this different kind of game,
you'll simply be sitting on the side lines, watching others play”
“It is not the strongest of the species that
survives, nor the most intelligent that survives.
It is the one that is the most adaptable to
change”.
(Charles Darwin)
Opportunities don't happen, you create them. (Chris Grosser)
Your problem isn't the problem. Your reaction is the problem.
(Anonymous)
“All progress takes place outside the comfort zone”
(Michael John Bobak)
“Whenever you find yourself on the side of the majority, it is
time to pause and reflect” (Mark Twain)
“Winners have a plan, losers have an
excuse”
(Marc Lammers)

14. red ocean

15. From a red ocean to a blue ocean
Our vision and approach

16. Design
Sourcing
Store
Customer
Traditional Model
Customer
Inditex Model
We decided to build the Profuomo brand and reverse the chain
Store
Design
Sourcing

17. Product Centric Customer Centric

18. Get insight & control!
We didn’t know the customers of our customer….,
We were not in control….,
We were depended on sales people…….

19. We drastically changed from traditional business models into
vendor managed business models
B-to-B E-Commerce
Electronic Data Interchange

20. And we opened the Profuomo
Flagship Store in 2007 @ PC Hooftstraat Amsterdam

21. In 2014 we launched
Profuomo.com

22. From Single Channel to Cross Channel to ………
v
2006 2018

23. Turnaround effect 1

24. Turnaround effect 2

25. Growth Profuomo
5 x
Turnaround effect 3 Profuomo turnover 2017
Profuomo turnover 2016

26. Omni Channel in 2019
2006 2018
• Customer Insight 360
• Real online / offline integration
• Mobile first

28. Mobile First Design

29. The (virtual) shop floor ( = CONSUMER) is leading  reversing the chain
100% transparency across the entire supply chain is essential (from source to shop floor)
ICT is not a cost but an asset
Sell through rather than sell in
The new competition is between Supply Chains rather than between retailers and/or brands
Process integration and digital collaboration leads to closer partnerships and significant advantages for all of the participants
in the fashion supply chain!
Our principles and beliefs

30. McKinsey 7 S Framework

31. Thank you!