@anaroncha - saïd business school · brand manager and marketing ... beauty and lifestyle brands...
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Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
Oxford Retail Futures Conference 2014 Innovation in Retail and Distribution
Dr Ana Roncha
@anaroncha
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
BackgroundPhD in Design and Marketing Management for Fashion, University of Minho, Portugal
Grad Dip in Fashion Communication at Politecnico of Milan, Italy
BA MA Degree in Communication, University of Porto, Portugal
IndustryBrand Manager and Marketing Communications for international fashion, beauty and lifestyle brands such as Puma, L’Oreal, MoMa, Women’Secret, Melt Jewels, Storksak UK, Lisbon Fashion Week, Salsa Jeans, Waikiki and Guy Laroche
TeachingVisiting lecturer of Branding and Marketing at Parsons the New School, Paris, France
Visiting lecturer of Branding at Lasalle College of the Arts, Singapore
Visiting lecturer of Branding at City University, Hong Kong
Lecturer of Fashion Communication, University of Minho, Portugal
Lecturer of Communication at School of the Arts, Porto, Portugal
ResearchPost Doctoral Research Fellow at London College of Fashion, London, UK
TeachingLecturer in Fashion Branding and Strategic Marketing at London College of Fashion, London, UK
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
“Ethical brand building and the collaborative fashion brand: flying the flag for social entrepreneurship - TOMS a case study” Co-authors: Radclyffe-Thomas, N. and Varley, R.
This case study traces the development of the TOMS brand
and analyses its strategies of social entrepreneurship and
storytelling. It intends to clarify how the building of brand
communities can be underpinned by advocating sustainable
practices.
“Understanding luxury: the underpinning strategies leading to high value perception” Co-authors: Montecchi, M.
The aim of this study is to identify the underpinning
marketing strategies and concepts used by luxury fashion
brands that impact on increased value perception by
consumers. It also intends to develop a matrix to measure
the different levels of luxury.
Research interests and projects “Establishing sustainable differentiation in the creation of fashion brands”
The main purpose of this research is to investigate which
differentiation strategies can lead to establish a competitive
advantage for fashion brands. This research intends to
provide a theoretical framework to capture the key aspects
of differentiation in fashion that are able to implement and
sustain a brand in the market, acting as a strategic tool to
employ by companies when developing new brands.
Can collaboration and relationship building drive design, business and developmental models?
The aim of this research is to investigate and define the
nature of collaborations used by designers and enterprises,
in the creative industries from different EU member
states. Through greater understanding of the practices and
processes involved in collaboration, the researcher aims to
assess the traits of successful relationships.
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
Crowdsourcing and consumer collaboration driving fashion retail business innovation:
A framework for growth in an interconnected world
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
Crowdsourcing, initially intended as the practice of making an open call to solve a problem (Howe, 2006), has quickly demonstrated its potential as incubator of innovative ideas.
In fashion, it refers to user-generated clothing designs or user participation in the selection of such designs, allowing for consumers to be directly involved with the brand and to help shape the brand’s identity.
This innovative business model demonstrates how the power of technological innovation was taken further by democratizing the design process and allowing “regular” users to co-create limited edition clothing and accessories.
We are witnessing growing disruptions in the market that allow for product development, innovative delivery systems, a distinctive supplier network, possibility of customization… a whole new array of possibilities that changed the traditional way of doing business. (Denning, 2014)
This economic change was described by Shaughnessy (2014) as a ‘‘a complex transformation in human behavior produced by a new way to satisfy consumption needs’’.
This paper sets to investigate motives and methods behind fashion brands’ utilization of crowd sourcing as driver for innovation across the value chain.
This research explores the extent to which crowd sourcing is changing the business model for fashion brands and prompting engagement with communities of consumers both online and offline.
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
Platform 01
Luevo
Platform 02
Stylyt
Platform 03
Stitch Collective
Platform 04
Threadless
Business Model
Interaction
Brands to Consumer (B2C)
Brands to Consumer (B2C) Consumer to Consumer (C2C)
Brands to Consumer (B2C) Consumer to Consumer (C2C)
Consumer to Consumer (C2C)
Features Connects independent fashion designers with consumers, Acts as an enabler for designers to obtain pre-production guaranteed orders.
Limited editions, Guest designers, Partner with contemporary brands.
Limited editions, Capsule collections.
Ongoing online competition, Themed Challenge, Designers are given tools to allow them to spread their work and receive votes.
Consumers role Shop Advertise
Design Vote Shop Advertise
Design Vote Shop Advertise
Design Vote Shop Advertise
Benefits Designers can set up an online shop and determine the minimum number of orders needed. Consumers are able to shop a curated collection of limited edition pieces.
Winning designers receive a piece. Voters of winning piece receive a special discount and exclusive access to sale.
Winning designers receive a piece. Section for priority notification of new contests for designers.
Winning designs receive money prizes as well as gift certificates. Voters are rewarded with purchasing credits for referring sales.
Social Media
Channels
Twitter Facebook Pinterest Google+
Twitter Facebook
Twitter Facebook YouTube Pinterest Instagram
Twitter Facebook YouTube Flickr Instagram Vimeo Reddit Google+
Pre-production
Sourcing. Manufacturing. Forecasting.
Sourcing. Manufacturing. Forecasting.
Sourcing. Manufacturing. Forecasting.
Sourcing. Manufacturing. Forecasting.
Post-Production Visibility and awareness. Low inventory risk.
Visibility and awareness. Low inventory risk.
Visibility and awareness. Low inventory risk.
Visibility and awareness. Low inventory risk.
Table 1. Main findings from case studies
Key challenges that these platforms address:
Pre-production barriers involve finding quality factories and suppliers and being financially stable for a production run.
Regarding post-production, the key challenges relate to visibility and awareness as well as inventory risk.
Fashion crowdsourcing platforms combine two key retail strategies: satisfying demand & building customer loyalty
Implementation procedures that contribute to success:. Clarity and easiness to use by all members of the community. Collaborative dialogue through all parties involved. Transparency of processes. Allowing for customization of existing or designing a piece from start. Incentive based system: benefits for both consumers and brands. Multitasking consumers acquire the role of designers, curators, buyers and marketers. Constant engagement between the platform communities
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
Partners. Technology
. Fashion communities
. E-commerce developpers
. Brands/ Companies
. Manufacturers
Resources. Online Community
. Platform
. Social networks
Channels. Social Media
. Word of mouth
. Online networks
. Community events
. Partners
Goals. Community building and interaction
. Brand building and/ or expansion
. Partnership development
. Brand-consumer interaction
. Social engagement
. Enhanced customer service
. Increase brand loyalty
. User generated content
. Trend sourcing and market research
. More effective product development
IDEA GENERATION
IDEA SUBMISSION
COMMUNITY CURATION
PRODUCT EVALUATION/
VOTING
PRODUCT PROMOTION
PRE-SALE
MANUFACTURING
DELIVERY
Brands
Consumer
Consumer
PRE-PRODUCTION POST-PRODUCTION
Drivers. Community interaction
.Membership
.Shared identity
. Benefits
. Exclusivity
Goals. Community building and interaction
. Brand building and/ or expansion
. Partnership development
. Brand-consumer interaction
. Social engagement
. Enhanced customer service
. Increase brand loyalty
. User generated content
. Trend sourcing and market research
. More effective product development
The crowdsourcing retail business innovation model developed aims to explore some of the critical attributes and challenges of such initiatives as well as clarify the necessary steps for such initiatives to happen.
Apart from providing engagement benefits, crowdsourcing platforms are creating socially driven experiences.
Consumers are being immersed in the content, interacting and expressing their own choices and designs.
It is an open-ended ecosystem where anyone can take the lead and assume key roles.
This leads to a business model that is changing the boundaries of traditional fashion formats.
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
In conclusionThe dynamic between brand and consumers has changed, through allowing the consumer to actively participate in the construction of the brand identity, bringing the brand closer to the consumer.
With crowdsourcing this process is taken further, by bringing the consumer closer to the decision making process of a particular brand. As such, crowdsourcing is regarded as the ultimate edge of the experience.
These crowdsourcing platforms are using social media to increase both the breadth and the depth of inputs it can obtain from consumers at a significantly lower expense. (Evans et al, 2005; Hull 2004)
By involving consumers in the early stages of product development, up coming brands and designers can save both time and expenses and reduce the risk of failure of the new product and leads to what can be defined as a collaborative new product development (NPD) (O’Hern and Rindfleisch 2009).
Value creation takes place through the interaction and experience of creating unique products.
As a consequence, consumers are increasingly connecting to these platforms as a way to engage in compelling experiences and through matching customer value and new business models, innovation in fashion business formats is made possible.
Oxford Retail Futures Conference | 08-09 December 2014 | Dr. Ana Roncha | [email protected]
THANK YOU!Questions? [email protected]