1. THE NEW FRONTIER IN FASHION:
DIGITAL
April 2, 2013

2. Retail merchandising dates back over 140 years
First holiday window, Macy’s circa 1870
Source: vintage-ephemera.blogspot.com
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3. The goal: Stimulate people to buy (from you)
Boy meet sled
Source: ephemeralnewyork.wordpress.com
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4. Technology has always moved
merchandising to new frontiers
1886: First 1922: First 1941: First 1994: First
magazine in radio ad TV ad online
color display ad
1870s: First
holiday store
window
2000: First Today
Google AdWords campaign
5

5. The Digital (r)Evolution in Motion
6

6. THE STORE WINDOW: THE FIRST FRONTIER

7. Early thought leaders
L. Frank Baum, Raymond Loewy,
author of The Wonderful Wizard of Oz designer of Coca-Cola bottle
Sources: beyondtherainbow2oz.com and vam.ac.uk
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8. Decluttering
1912 Marshall Field’s Window by Arthur Fraser
Source: Invluences of Two Midwestern American Department Stores on Retailing Practicess, 1883-1941, Gayle Strege, 2009
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9. Less is more
1928 Saks Fifth Avenue Window by Frederick Kiesler
Source: kiesler.org
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10. Informed by data
1938 Lord & Taylor Window
Source: intheknow.lordandtaylor.com
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11. Designing for a target audience
Eaton’s Windows, 1936-1948
Source: www.archives.gov.on.ca/english/on-line-exhibits/eatons-windows/index.aspx
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12. Success stories
“the$credit$of$the$sale$belongs$to$
the$window”$ “money$well$spent”
!!"L."Frank"Baum,"editor,"The"Show"Window "–"James"Simpson,"President"of"Marshall"""
"""""Fields"from"1923"to"1932
Lord$&$Taylor’s$1938$“It’s$coming”$
winter$display$increased$sales$by$50%$even$
though$the$temperature$was$in$the$F70s.
13

13. And the world is changing...

15. eBay in Russia:
Your Window for the whole Country

16. Something about eBay
eBay’s mission
eBay Inc.'s focus is to enable commerce. With our consumers in mind, we are
enabling our consumers to shop anytime, anywhere
What is eBay
• Founded in 1995 in San Jose, California, eBay Inc. is a global commerce
platform and payments leader connecting millions of buyers and sellers;
• eBay was launched in Russia in March 2010 as a Russian-language
service at eBay.ru;
• In September 2012, eBay presented the new logo to the international community
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17. The new global eBay – we’ve changed
• 70% of items on eBay are new.;
• 65% of inventory is sold at a fixed (“Buy It Now!”) price;
• We’re global. Currently, 60% revenue comes from outside the U.S. and about
20% of our gross merchandise volume is cross-border;
• Plus eBay offers the safest, most secure online shopping with eBay buyer
protections.
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18. eBay in Russia
• eBay’s sales focus in two predominant categories –
Fashion and Technology
• eBay is a leader in e-commerce in Russia: consumers
are buying on eBay every 3 seconds (2012)
• The proportion of goods shipped to Russia from the
USA alone is 51% (H1, 2012)
• US: +100% YoY
• China: +105% YoY
• UK: +72% YoY
• Germany +76% YoY
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19. Some more details
• 2012 (01-Jan to 30-Jun)
The total number of hours spent by Russian
users for that time frame on eBay is 25.9
Million hours.
• On average, it would take two 747-cargos
(jumbo jets) everyday to transport Russian
purchases from US
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20. And this is not only Moscow
In 2011, eBay observed the following cities distribution:
Russian eBay users are
distributed across the country
non-uniformly
w bu
rg
co ri n
os
e
at
Ek
e
P et M
St to
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os
R r
o da
a sn
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Info graphic 2011 data
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21. Fashion is eBay business

22. FASHION = E-COMMERCE
• Fashion inventory in Russia is a major part of the business with
23% of goods in 2011 being ‘Closing and Accessories’
• Each day Russians buy in average:
391 T-shirts, 427 dresses,
667 pairs of shoes and 411 bags
• Market volumes Russia (2011):
✴ 23% - Clothing & Accessories
✴ 20% - Computers, Consumer Electronics, Photo
✴ 13% - Jewelry, Gems, Watches
✴ 12% - Cell Phones & Accessories Clothing & asscessories Electronics
Other Jewelery, Gems, Watches
Cell phones & accessories
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23. EBAY’s TOP CATEGORIES
Top 3 categories (same for men and women)
1.Clothes, shoes and accessories
2.Jewelry & Watches
3.Health & Beauty
Subcategories:
MEN WOMEN
1.Wristwatches 1.Handbags and purses
2.Athletic shoes 2.Dresses
3.Coats and jackets 3.Coats and jackets
4.Jeans 4.Wristwatches
5.Handbags and purses 5.Heels shoes
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24. AGE-DEPENDENT STRUCTURE OF SALES
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25. AND IT’S NOT ONLY ABOUT WOMEN...
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26. eBay Fashion app

27. GLOBAL MOBILE MILESTONES
• Mobile continues to be a game changer;
• eBay mobile continues to be a leader with transacted mobile volume expected to
double in 2012 vs year ago;
• Our mobile apps have been downloaded nearly 90 million times, and we’re seeing
incredible velocity stats:
‣ A woman’s handbag is purchased every 30 seconds on eBay
mobile
‣ And mobile continues to attract new customers – 600,000 new
customers in Q2 made their first purchase with us on eBay mobile
‣ eBay motors have been stand out successes for mobile.
• eBay Inc. has created global trading opportunities for smart businesses of all
sizes seeking to build international sales channels to customers beyond their
home turf;
• During Q4 2011, this was 20% of the business
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28. RUSSIAN SUCCESS INDICATORS
iPhone eBay app:
• Number 4 ranking, in Russia (Lifesize category, free apps)
• Reached 200K downloads in total by end of Sept 2012 from Russia
• Number of downloads in 2012 by country: Russia #8 globally, in Europe #5
• eBay apps have been downloaded more than 80 mln times
The most popular categories for Russians when buying through the eBay app are:
1. Clothing & Accessories
2. Cell Phones & Accessories
3. Jewelry, Gems, Watches
4. Computers
5. Consumer Electronics – Other
...so this is why we launched...
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29. 30

30. APP FEATURES
• Russian language support
• Easy access to “My eBay”
• Exclusive sales
• The app displays style inspirations from Chicisimo.com
• It includes four megatrends (outlined at Analysts Day):
mobile, local, digital, social
• The App is deeply integrated with social elements
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31. SECURE, SAFE WAY TO SHOP
• eBay apps are safe and easy to use
• Items you watch, buy or sell using eBay Mobile are safely and
automatically updated with the eBay account on your computer,
ensuring that everything you need is always at your fingertips, no
matter where you are or how you shop
• eBay keeps your payment methods secure via PayPal
★ PayPal is the faster, safer way to pay and get paid online and
on your mobile device;
★ You don’t share your financial information and you can use any
payment method you want
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32. Some facts...
• 4 fashion items bought every hour;
• 90+ fashion items bought a day;
• 600+ fashion items bought a week
Most unusual items:
• Mar 23: $1,080 Gucci Black Crocodile Loafers
• Mar 21: $1,100 Mezlan Alligator oxford dress shoes
• Mar 18: $1,899 Celine Trapeze hand bag
• Mar 2: $1,400 Wtters Bride strapless wedding dress
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33. Mobile GMB from Russia
• 12,000+ items bought a week
• 1,700 + items bought a day
• 71+ items bought every hour
• ~1-2 items bought every minute on
a mobile device in Russia
#2 in Lifestyle at AppStore...
#34 in Top Free Apps...
3 months old...
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34. (r)Evolution
35

35. Questions?

36. FORUM
Moscow
April 2nd 2013
CONNECTING DIGITAL INFLUENCERS
FRENCHWEB.FR
LE MAGAZINE DES PROFESSIONNELS DU NET