The document summarizes mobile innovation in the fashion industry. It discusses the growing market opportunity for mobile commerce in fashion as 33% of sales now come from mobile, though only 10% from apps. It outlines several areas of market innovation including socialization/personalization apps, content/shop the look apps, stylist advice apps, and resale/peer-to-peer apps. It also covers emerging tech innovations using computer vision, machine learning, in-store GPS/NFC experiences, and wearables. Key challenges are also noted around user acquisition/retention, monetization testing, high product expectations, and development priorities.

1. Report: Mobile Innovation
in the Fashion Industry
by Max Semenchuk

2. Content
1. Market overview
2. Market innovation
3. Tech innovation
4. Challenges

3. Max Semenchuk
CEO at Seductive Mobile – development for
mobile and web apps for startups
11 years UXUI
6 years Product Management
Speaker & Mentor in startup incubators
Working with customer worldwide

4. Mobile context
• Frequent use
• Short sessions
• Small screen
• 33% come from mobile, only 10% from apps

5. The biggest growth in mobile commerce
Source: Riteo mobile commerce report

6. Higher conversion / check
Source: Riteo mobile commerce report

7. Mobile transactions by platform
Source: Riteo mobile commerce report
iOS
Android

8. MARKET INNOVATION

9. 1. Socialization / Personalization

10. Malzee

11. ShopSpring

12. Keep

13. The Net Set

14. Stylect

15. 2. Content / Shop the look

16. Stylezz

17. Villoid

18. Fashory

19. Smartzer

20. Stylekick

21. Polyvore

22. Covet Fashion

23. 3. Stylist advice

24. PS Dept

25. The Hunt

26. Stylebook

27. 4. Resale / P2P

28. Old Clothes, New Cash
Source: Bloomberg
Total venture capital funding for major clothing resale startups

29. Thread up

30. The RealReal

31. Vestiaire Collective

32. Tradesy

33. Poshmark

34. Slang

35. 4. Fashion for rent

36. Armarium

37. Flyrobe

38. TECH INNOVATION

39. 1. Computer Vision

40. ThirdLove

41. Modiface

42. Ditto

43. 2. Machine Learning

44. Craves

45. ASAP54

46. 3. In-store experiences with GPS / NFC

48. 4. Wearables / IoT
5. Chat bots
6. Mobile payments

49. CHALLENGES

50. User Acquisition & Retention
• CPI is 2-4 times higher than CPC
• Conversion is also higher, but if you can
retain

51. Test Monetization Early
• Metrics should be LTV, not installs
• Focus on loyal users
• ROI over Growth

52. High Product Expectations
• Vast competition
• Shopping experience is crucial
• Minimum lovable product over minimum
viable product

53. Development
• UXUI in priority
• Analytics from the start
• Iterative

54. Thanks! Any questions?
Max Semenchuk (fb, in)
ms@seductive-mobile.com
seductive-mobile.com
Find this slides at
http://tinyurl.com/fashionmobile