The document discusses the online fashion and lifestyle market in India. It provides statistics on the current size and growth rate of the market. It also examines competitor strategies for websites like Myntra, Jabong, Fashionara, and others. A dipstick survey was conducted in Bangalore with 20 respondents to understand consumer awareness and perceptions of online shopping. The survey found that most shop online for impulse purchases and deals. While websites, convenience, and variety are attractive, many remain skeptical or prefer touching clothing in person. Positioning statements for different websites are also presented.
4. Online Fashion and Lifestyle in India
• Current market size:
–Rs.2,000 Crores
• Annual Growth rate:
–35%
• Number of Internet users in India:
–121 million
• Users opting for online purchases:
–Around 50% and growing every year
5. Reasons for growth of online shopping
• Enhanced Connectivity
• Social Media / Word of Mouth
• Customer is King
• Choices, choices and more choices
6. Industry target group:
Common Fears
•Lack of trust Fear of losing their money by having to pay upfront
•Unsure about quality of products
•Fear of not having a place to replace / exchange a product in
the event of a problem, if any.
Individuals who do online purchase
transactions
Individuals who transact primarily on
travel sites (Airlines and IRCTC)
Offline shoppers (who are scared of
shopping online)
7. Types of formats
• Deals
• Premium / Luxury brands:
• Specialty
• Invite Only
• Other
10. Marketing Strategies
• Positioning
– An experience even better than ‘real-life’ shopping
• Registration Offer
• Online Ads
• Social Media
– Facebook (648K likes)
– Twitter (2,100 followers)
• TV commercials
– http://www.youtube.com/watch?v=C4msgKTQVMc
– http://www.youtube.com/watch?v=VPjvZjZdZ6w
11.
12. Marketing Strategies
• Positioning
– Delivering lifestyle
• Registration Offer
– Upon registration, Jabong gives coupons worth Rs. 2000/-, can be
used in four installments of Rs. 500/- each, on transactions of Rs.
1500/- each.
• Extensive usage of online ads
• Social Media
– Facebook (233K likes)
– Twitter (11,721 followers)
• TV Ads
– http://www.youtube.com/watch?v=00PLAWgVlGQ
13. Active interaction on their FB page
and even on private blogs
http://realbeautywithtaps.blogspot.i
n/2012/03/beware-of-
jabongcom.html
https://www.facebook.com/
myjabong
14.
15. • Premium and Luxury brands
• Website features:
– Compare
– Slideshow
– Video catalogue
– Look book
– Express Shipping
16. Marketing Strategies
• Positioning:
– A premium online fashion experience
• Referral Program
• Registration Offer
– Register and get Rs.1000 vouchers
• Youtube videos
– http://www.youtube.com/watch?v=5hCFTzrpTko
– http://www.youtube.com/watch?v=KEi6fHnR9GQ
• Social Media:
– Facebook (166K likes)
– Twitter (33 followers)
17.
18. Marketing Strategies
• Positioning
– Your style. Your expression.
• Social Media
– Facebook (153K likes)
– Twitter (846 followers)
– YouTube Videos
• http://www.youtube.com/watch?v=BYqeOSrM48s
• Tie-up with KKR :
– Casual Wear Partner with KKR
19.
20. Marketing Strategies
• Positioning:
– Shoes that suit your mood
• Digital Advertising
• TV Ads
– http://www.youtube.com/watch?v=2f-7rLkU5zw
• Social Media
– Facebook (137K likes)
– Twitter (1126 followers)
21.
22. Marketing Strategies
• Positioning:
– World class destination for the Indian-
inspired luxury lifestyle
• Social Media
– Facebook (138K likes)
– Twitter (2087 followers)
23.
24. Marketing Strategies
• Positioning:
– ‘World’s First Global Lifestyle Brand from India’.
• Promotions: Join and get 20% off
• Youtube Videos
– http://www.youtube.com/watch?v=oZ4fSU09PRk
• Tie ups with cricket celebrities (M S Dhoni,
Harbhajan Singh and Lisa Haydon)
• Social Media
– Facebook (339K likes)
– Twitter (1060 followers)
25.
26. Marketing Strategies
• Positioning:
– We bring designers to you
• Register and get 10% off on first purchase
• Social Media
– Facebook (3,945 likes)
– Twitter (25 followers)
– YouTube Videos
• http://www.youtube.com/user/OUTLETWise/videos
40. Insights
• Majority of respondents:
– Impulse shopping
– Deals are a big deal
– Good service is now an expectation
• Top reasons for not shopping online:
– Skepticism
• Clothing shown on website isn’t the same
• Using a credit card online
– Touch/feel factor is important
– Sizes aren’t standardized
41. Insights
• Top of mind for online shopping
– Flipkart, Jabong, Myntra
• Online shopping
– Impulse behavior (Variety wins over brands)
– Happens during the day at work.
– Can get addictive. Some ship orders to work to avoid showing it to
their parents/boyfriend/husband
– A stress buster
– Won’t replace the experience of shopping
– First experience is very important
– Detailed info about product
– Love the variety and convenience
42. MYNTRA
An experience even better than ‘real-life’
shopping
JABONG
Delivering lifestyle
FASHIONARA
A premium online fashion experience
SHERSINGH
‘World’s First Global Lifestyle Brand from
India’.
PERNIA
‘India’s first true fashion website”
51. NOW IN INDIA
STRICTLY FOR WOMEN
MEN-FREE SHOPPING
LOOK SEXY
IT'S LIKE SHOPPING IN PARIS
YOU WONT GET IT ANYWHERE ELSE
BE THE WOMAN EVERYONE WANTS TO HANG AROUND WITH
likely to be worth Rs 7,000-crore by 2015
Internet users – 3rd after china and US
Enhanced Connectivity
Broadband and wireless connectivity
Mobile internet
Connectivity in Tier II and Tier III cities
Social Media / Word of Mouth
Social media as platform for exposure
Customer is King
COD
Discounted prices,
Free delivery
No-questions-asked returns policy.
Choices, choices and more choices
20 websites for shopping onli
Started in Feb 2007
Started as a custom gifting service
Around 350 Indian and international brands.
TG Men/Women in SEC-AB AGE 22-30 years
The website offers: Footwear / Clothing / Accessories
Targets a revenue of Rs 500 crore in 2012-13 and Rs 5,000 crore a year five years down the line.
Tier II and III cities contribute nearly 50-55 per cent to its sales with the rest coming from the top 10 cities.
Started in Feb 2012
300 fashion and lifestyle brands across categories
such as fashion apparel, accessories, footwear, home and living, beauty, sports wear
Started in June 2012
Current focus is on apparel, footwear and accessories.
Shop directly from Facebook, create wish-lists or ask for purchase recommendations from your friends, all on social media.
‘Compare’ : View multiple products before making final purchase decision
‘Slideshow’ : View multiple views of the same product
‘Video catalogue’ - Mimics a fitting room, where videos of the garment worn by a fashion model display ‘close-ups’, ‘side-views’ and ‘walking views’ to showcase the drape and fall of high fashion garment.
‘Look book’ : Feature enables the customer to view a complete ensemble or ‘look’ consisting of several pieces of apparel, footwear and accessories. Customers can choose to purchase individual products or purchase the entire ‘look’.
‘Express Shipping’ : Next day delivery for placing orders before 12 midnight and same day delivery on orders placed before 4pm for across 6 metros in India respectively)
Started in Dec 2011
Casual T - shirts, polos, tunics, sweaters, cardigans, denims, pants and footwear for both men & women.
Setup in May 2011.
Bestylish.com is a part of the Rs 100-crore Smile Group which also runs the online fashion retail store, fashionandyou.com and dealsandyou.com.
Focus is on shoes 2000 styles across 50 brands for men, women and children
TG: 18 to 35 years, 55% males, 40% per cent females and 5% kids.
60% of sales comes from branded shoes and the rest from unbranded shoes
Created in June 2010 by invite only
Offers Indian fashion, jewelry, handbags, wedding attire, designer garments, and paintings to buyers in the U.S.
The site hopes to expand and cater to 15 markets by December 2011 including the UK, US, Canada, Australia, South America, Middle East, and India.
Started out as a flash-sales site (Offering steep discounts for a limited period) but has moved in to focus as a full price e-tailer
Started on Nov 2011
men and women include T-shirts, trousers, polos, shirts, dresses, saris and tunics.
is focusing on markets like India, the US and the UK.
Zaheer Khan along with being the brand ambassador, is also part owner of the company. He was also involved in conceptualising the 'cricket' line of the brand's clothing.
Is looking for about Rs 500 crores ($100 million) turnover globally in the next two years. (Nov’11)
Launched in March 2012
Outletwise offers a wide range of products including saris, suits & jackets, dresses, party shirts and tops, skirts & shorts, lingerie, home décor items (paintings, photo frames, trays, bathroom sets, candle stands and bar accessories), shoes, kids’ bags and even toys.
Business Model:
Outletwise helps Designers, Stores and Brands open their online stores at www.outletwise.com.
While designers/stores focus on their merchandise, the company takes care of all the other functions of product profiling, logistics, marketing, customer service and their online presence. The company does not charge any fee for signing up and opening the store but charges a commission on sales.
