1. Aurora Fashions International Online
Strategy
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2. Agenda
 International online strategy to date
– Going global – what online models has Aurora chosen?
– Why www.andotherbrands.com?
 More about our localised approach…
– The localisation & translation process
– Be realistic – Factors influencing performance
– The website is in place – What happened next?
– Lessons learnt…
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3. International Online Strategy to date
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4. Going global – what online models?
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4. Localised Language Sites
• DE, AUS, US, SE, NL, FR, SP
• Fully translated (product, content
etc.)
• Localised payment methods
• Localised customer services team
• Localised marketing & PR activities
• Managed by international team with
language skills
• Criteria: High traffic volumes driven
by store presence, no franchise
operation, opportunity for growth
1. Central UK Website
• Delivering to around 60 countries
• One language
• Currency: £, $, EUR
• No proactive marketing besides UK
newsletter & onsite promotional
activities
• Managed by UK team
• Criteria: Traffic already on site, no
franchise operation in that country
2. Wholesale / Concession
• Partners like ASOS, Zalando etc.
• + : Help with brand awareness in
international markets
• - : Control marketing activities directly
competing against own
3. Franchise Online
• Currently in the process of delivery
• Five models to give franchise partners
the opportunity to choose to be
involved as little or as much as they
like

5. Why www.andotherbrands.com?
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Hash Ladha, Deputy MD Oasis Fashions Ltd.:
“The tabulated model is an exciting evolution of our
approach to multi-channel and we’re already in
discussions with brands who are interested in
collaborating with Aurora to offer the customer great
variety of product in one single shop, basket and
delivery destination.”
(Press Release, 12th August 2011)
Benefits of AOB
+ Full brand experience
+ Single basket & checkout
+ Share traffic & orders
+ Share media costs
+ Share resource
+ Multi-Lingual
+ Multi-Currency
+ Platform for additional brands
+ Cross promotional activities

6. Our localised approach…
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7. The localisation & translation process

8. Visitors
 Population size
 Broadband penetration
 Store presence
 Maturity of business online
 Marketing; online & offline
 Brand awareness / strength
 Brand loyalty
Conversion Rate
 User experience
 Degree of localisation
 Level of online competition
 Store presence
 Delivery lead times
 Delivery / returns costs
 Payment methods offered
AOV
 Disposable income
 Items per order
 Order frequency
 ASP (Average selling price)
 Delivery charges / free threshold
 Ease & cost of returns
 Store presence
 Reliability of local postal service
Checkout completion
 User experience
 Forced registration / guest
checkout
 Delivery charges
 Payment methods offered
 Ease / cost of returns
 Security concerns
Returns rate
 Ease & cost of returns
 Reliability of local postal services
 Consumer habits e.g. German
catalogue ordering history
 Store presence
Combination of your
specific characteristics
and market factors will
affect KPI’s
Be realistic – Factors Influencing performance

9. Website in place – what happened next?
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Local Centre of Excellence – Replicate & localise
• Marketing Communication
• Newsletter
• Website content
• Promotions
• PR
• Online Marketing
• Affiliates
• Search / SEO
• Retargeting
• Social Media

10. Lessons learnt…
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 Localisation
– There is no halfway house!
 Sizing
– Northern / Southern European Sizing
– Labelling reflecting online sizing
 Prizing
– UK pricing versus local pricing
 URL Structure
– Local URL
– Marketing URL versus Display URL
 Counter Seasonality
– Flexibility of platform
– Merchandising Resource
Questions?