E-commerce and Fashion

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

The Importance Of Mindset In Internet

POTENTIAL ACTION

RESULTSREINFORCE

Your BELEAFS

If you see… And you take…

It will bring…That will

Which means

POTENTIALDRASTICACTION

GREATRESULTS

REINFORCEYour BELIEFS

If you see… And you take…

It might bring…That will

The Importance Of project management

The way to develop a great website and e-commerce platform is to understand what arethe real standards and move forward step bystep with good and up to date ideas

PHASE 1 PHASE 2 PHASE 3 PHASE 4DECIDE To PROJECT DEVELOPMENT MAINTENANCE

A step by step approach to the project willensure a clear vision and it will clearly definewhat objectives we must achieve

• The business model

• The business partner

• The operative Information Tecnology Platform

• Logistics aspects

• The Customer Relation Management

The project process step 1PHASE 1DECIDE

The project process step 1• The business model

Product strategy Marketing strategy

• Unique or separated stock per branch• Price positioning with special items• In House or Out sourcing Activities• Level of services to the clientele

• Users reach for website• CRM strategy• Internet Marketing strategy• Look, Feel and Web Positioning

CLIENTS AIMS COMPETITOR

BUSINESS MODEL (in house; concession; outsurcing)

To plan

To considerPHASE 1DECIDE

• The business partner

The project process step 1

JAPAN KOREAREST 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

To plan

To considerPHASE 1DECIDE

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)

The project process step 1• The operative Information Tecnology Platform

www.neilbarrett.com

E-commerce

payment

ITP

stock availability

by bunch

JP

KO

RTW

buying

returns

returns

returns

courierFinal customers

Final customers

Final customers

To plan

To considerPHASE 1DECIDE

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.

The project process step 1• The Logistics Aspects

WarehouseJP

WarehouseKOREA

WarehouseRest of The World

www.neilbarrett.com

Sell Out, Returns, Claims, Invoicing….

To plan

To considerPHASE 1DECIDE

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

The project process step 1• The Customer Relation Aspects

CRMJP

CRMKOREA

CRMRest of The World

Sell Out, Returns, Claims, Invoicing….

To plan

To considerPHASE 1DECIDE

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

The project process step 2PHASE 2

To PROJECT

The project process step 2• The multistore model

To plan

To consider

Final customersFinal customersFinal customers

www.neilbarrett.jp www.neilbarrett.ko www.neilbarrett.com

www.neilbarrett.com

JP KO RTW

UNIQUE ENTRY POINT >> I.P. ADDRESS DETECTING AND LOCALIZATION >> RULED OUTPUT OF CONTENTS

The virtual display is automatically managed by detailed rules

• Every distributor will show only their own catalogue to the final customers

PHASE 2To PROJECT

The project process step 2• Selling tools to support sales through purchasing process online

DON’T WANT TO BOTHER YOU WITH THIS TECHNICAL DETAILS

To plan

To consider

PHASE 2To PROJECT

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

To plan

To consider

PHASE 2To PROJECT

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:

TO SHARED IN COMMON WITH BUSINESS PARTNERS:

Blog, community,

price comparator, RSS…

Digital Direct Marketing

(newsletter, sms, mms….) trought

list:

• website registered

• off line client of monobrand stores

• Other lists…

Other internet

promotional action:

Google adwords, Search

engine marketing and

optimization, Affiliate…. Promotional offers, communication

of sales….

ATTRACTED INTERESTED CONVERSION

Pure adverstising Brand

Oriented

CUSTOMER

SATISFACTION

Limited edition design

Special contents

Ampiezza gamma

prodotto

Total look offer

Website ergonomy

Quality of creativity

Value of contents Brand reputation Packaging development

Effective product

corrispondence with the

online buying

Free returns and easy to

menage

Size availability,

Profondità di gamma

To plan

To consider

PHASE 2To PROJECT

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

The project process step 3FASE 3PRODUCTION

• 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

The project process step 4FASE 4MAINTENANCE

ECONOMICS AND TENTATIVE TIMING

ECONOMICS

FASE 1 FASE 2 FASE 3 FASE 4DECIDE PROJECT DEVELOPMENT MAINTENANCE

GO LIVE

XXXXXXXXX € (once) XXXXXXX € (every 6 month)

WEB SITE ADV BUDGET for LAUNCH AND POSITIONING

XXXXXXXXX €

PERMANENT MARKETING ACTIONS ( adv-direct marketing-search engine….)

XXXXXXXX €