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Strategic thought to
exhaust the fashion
e-commerce potential
Copyright © 2014 Accenture All rights reserved. 2
Are the Italian fashion companies ready to grasp
the (hudge) fashion e-commerce opportunity ?
Does we know our potential fashion customer?
Are we able to compete in the global fashion arena ?
Which are the best digital go-to-market strategy ?
What is the role of the digital in our expansion strategy?
1
2
3
4
Copyright © 2014 Accenture All rights reserved. 3
Are the Italian fashion companies ready to grasp
the (hudge) fashion e-commerce opportunity ?
Does we know our potential fashion customer?
Are we able to compete in the global fashion arena ?
Whic are the best digital go-to-market strategy ?
What is the role of the digital in our expansion strategy?
1
2
3
4
Copyright © 2014 Accenture All rights reserved. 4
The export of goods enabled by e-commerce is one of the
main global dirver lead by european and fashion companies
10%
Intra-NA
26%
Intra-EU8% NA to
EU
13% EU
to NA
10% NA to
APAC
5%
Intra-APAC
4% APAC to
EU
11% EU
to APAC
Source: Modern Spice Routes, The Cultural Impact and Economic Opportunity of Cross-Border
Shopping, July 2013; PayPal and Nielsen (US,UK, Germany, China, Brazil and Australia)
The cross border BtoC e-commerce is growing and in 2013 worthed € 78 billion
Copyright © 2014 Accenture All rights reserved. 5
Global fashion e-commerce had a significative growth
and the penetration in wealthy segment is increasing
57%
18%
0%
10%
20%
30%
40%
50%
60%
Interesse per le novità in
ambito tecnologico
Wealthy People
General
Population
Digital ascendancy
on the luxury purchase path.
Fashion & luxury (CAGR)
Compound Annual Growth Rate
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture
Analysis , Forbes, Business of Fashion, Accenture Estimation
Copyright © 2014 Accenture All rights reserved. 6
2013 2014 2015 2016
UK 9,3 10,7 11,6 12,6
IT 2,0 2,7 3,5 4,4
FR 5,9 7,1 8,4 9,8
US 36,6 43,1 49,8 56,7
China 99,8 169,2 265,9 336,9
Russia 8,1 10,7 12,9 15,0
-
50,0
100,0
150,0
200,0
250,0
300,0
350,0
400,0
AxisTitle
2013 2014 2015 2016
UK 51,6 57,4 60,6 64,2
IT 18,4 22,4 26,8 31,3
FR 45,2 50,3 54,9 59,9
US 200,0 226,7 255,5 283,5
China 369,6 545,7 738,5 842,3
Russia 38,7 46,7 52,8 55,7
-
100,0
200,0
300,0
400,0
500,0
600,0
700,0
800,0
900,0
AxisTitle
Fashion e-commerce forecast: China, USA and Russia
will become the first 3 apparel markets (1/2)
E-Commerce potential customer by country
(Million of people)
E-Commerce Apparel potential customer by country
(Million of people)
Source: eMarketer, Euromonitor, Internet retailer, idata, ATK. CBInsight,
Netcomm, TNS, Accenture Analysis
Copyright © 2014 Accenture All rights reserved. 7
Fashion e-commerce forecast: China, USA and Russia
will become the first 3 apparel markets (2/2)
Business Lever Dimension
• Access a new market
• Accessibility
• Exclusivity
• Awareness
• Communicate
• Engage
• Purchase
• Advocacy
• Physical store
• Mobile
• On-line
• Social
• Marketplace
• We need to
establish a long
term relation
with the
customer base
• We need to
facilitate the
purchase
process
• We need to
show and
enhance the
perception of
our style
• We need to
constantly
create new
relations with
new customers
• We need to
cover the
relevant touch-
point to enable
the relation
• We need to
transmit the real
quality of our
products
Strategy
2
Objectives
3
Channels
4
Market Maturity
1 • Geography/accessibility
• Internet adoption
• E-Commerce adoption
• Preferred media
• Usual customer journey
• Market will
increase of
185%
• Market will
increase of
338%
• Customer
habits will
change totally
• Customer
habits will
evolve quickly
• We need to
establish spread
our visibility
through all
media
• We need to
integrate all the
touch-points
and channels
• We need to
consolidate our
positioning
preserving from
competitors
• Market will
increase of
144%
• Customer
habits are
evolving
Copyright © 2014 Accenture All rights reserved. 8
Are the Italian fashion companies ready to grasp the
(hudge) fashion e-commerce opportunity ?
Does we know our potential fashion customer?
Are we able to compete in the global fashion arena ?
Whic are the best digital go-to-market strategy ?
What is the role of the digital in our expansion strategy?
1
2
3
4
Copyright © 2014 Accenture All rights reserved. 99
E-Commerce ecosystem assessment by fashion districts
Source: Forrester Research, Gartner, Forbes, Ovum, Accenture Analysis ,
1 2 3
Early adoption Average Late adoptionInternet
adoption
Quick Quick QuickE-Commerce
Adoption
3,6 3,2 2,7Digital IQ
Multiple Mixed SingleInternal mgmt
vs SAAS
DM + Led + BA Led + BA (mostly) BA
Digital
marketing
Exhausted Exploitable ExploitablePotential
Copyright © 2014 Accenture All rights reserved. 1010
Luxury and fashion market are evolving
>The customer gives
less importance to the
idea of Brand, if he
would buy clothes,
shoes and
accessories.
>The asimetric value
perception is
leveraged by the new
business model.
>The international
crisis is the first
reason of this trend.Source: Netcomm
Copyright © 2014 Accenture All rights reserved. 11
•Brick&Mortar
•Web Channel
•Mobile
•Kiosk
•Catalogue
•Channeling
(ROPO)
•Display
•Social
•Digital PR
•Direct marketing
•Customer DB
•Profiling / targeting
•Coupon / vouchers
•Loyalty
•Payment
•Commission
•Invoicing
•Econometric model
•Web-Analytics
•Business-Intel
•Deduplication
•Assortment plan
•Marginality
•Product content
•Warehouse
•Refurbishing
•Carrier
•Reverse logistics
The differents go-to-e-market strategies models
E-commerce
strategies
Copyright © 2014 Accenture All rights reserved. 12
The differents go-to-e-market strategies models
E-commerce
strategies
Insourcing Out-sourcingStrategic
Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic
Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic
Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic
Copyright © 2014 Accenture All rights reserved. 13
Business-Case: have we controll ?
Copyright © 2014 Accenture All rights reserved. 14
Business-Case: have we controll ?
Copyright © 2014 Accenture All rights reserved. 15
Business-Case: have we controll ?
Copyright © 2014 Accenture All rights reserved. 16
Business-Case: have we controll ?
Copyright © 2014 Accenture All rights reserved. 17
Business-Case: have we controll ?
Copyright © 2014 Accenture All rights reserved. 18
Business-Case: have we controll ?
Copyright © 2014 Accenture All rights reserved. 1919
Which are the 5 top barrer to the e-commerce?
Sources: Netcomm & Contact Lab survey
Which are the top 5 barriers that stop an engaged potential customer during the purchase process ?
Multiple answer submitted to international e-commerce customers.
Copyright © 2014 Accenture All rights reserved. 20
Business-Case: is our brand protected?
Copyright © 2014 Accenture All rights reserved. 21
Business-Case: is our brand protected?
Copyright © 2014 Accenture All rights reserved. 22
The differents go-to-e-market strategies benefits
1
Owned site
2
Full-outsouring
3
Conrolled
market-place
4
Demanded
(marketplace,
flash sales)
Profitability
Brand
protection
Speed to
market
Omni-
channaling
Catalogue
digitalization
Management
effort
Copyright © 2014 Accenture All rights reserved. 23
Are the Italian fashion companies ready to grasp
the (hudge) fashion e-commerce opportunity ?
Does we know our potential fashion customer?
Are we able to compete in the global fashion arena ?
Whic are the best digital go-to-market strategy ?
What is the role of the digital in our expansion strategy?
1
2
3
4
Copyright © 2014 Accenture All rights reserved. 24
Best practices and trends (1/2): new models
The digital market is evolving very quickly: (1) the experience designs the actual main trend moving towards
content curation, (2) Market-Place is the TNT global phenomenon, (3) Smartshop scanshop is enabling the
“Internet of thing”
Sources: GFK
Copyright © 2014 Accenture All rights reserved. 25
Best practices and trends (1/2): new models
The digital market is evolving very quickly: (1) the experience designs the actual main trend moving towards
content curation, (2) Market-Place is the TNT global phenomenon, (3) Smartshop scanshop is enabling the
“Internet of thing”
Sources: GFK
Copyright © 2014 Accenture All rights reserved. 2626
Digital marketing trend in 2014 is much more oriented
to curation, relevance, and commercial relation
Sources: e-consultancy, TechCrunch , Forbes
Best practices and trends (2/2): new strategies
Copyright © 2014 Accenture All rights reserved. 2727
Digital marketing trend in 2014 is much more oriented
to curation, relevance, and commercial relation
Sources: e-consultancy, TechCrunch , Forbes
Best practices and trends (2/2): new strategies
Copyright © 2014 Accenture All rights reserved. 2828
Digital marketing trend in 2014 is much more oriented
to curation, relevance, and commercial relation
Sources: e-consultancy, TechCrunch , Forbes
Best practices and trends (2/2): new strategies
The marketing automation functionalities are
increasing e-commerce performances
Copyright © 2014 Accenture All rights reserved. 2929
Digital marketing trend in 2014 is much more oriented
to curation, relevance, and commercial relation
Sources: e-consultancy, TechCrunch , Forbes
Best practices and trends (2/2): new strategies
The marketing automation functionalities are
increasing e-commerce performances
Copyright © 2014 Accenture All rights reserved. 3030
Digital marketing trend in 2014 is much more oriented
to curation, relevance, and commercial relation
Sources: e-consultancy, TechCrunch , Forbes
Best practices and trends (2/2): new strategies
The marketing automation functionalities are
increasing e-commerce performances
Copyright © 2014 Accenture All rights reserved. 31
Business-Case: Michael Kors super-targeted campaigns
Copyright © 2014 Accenture All rights reserved. 32
Business-Case: Amazon Fashion
Copyright © 2014 Accenture All rights reserved. 33
Business-Case: Bureberry digitalizing store
Copyright © 2014 Accenture All rights reserved. 34
Business-Case: Farfetch new fashion marketplace
Copyright © 2014 Accenture All rights reserved. 35
Business-Case: Superdry on e-bay
Copyright © 2014 Accenture All rights reserved. 36
Business-Case: Uniqlo go to China using TaoBao/T-Mall
Copyright © 2014 Accenture All rights reserved. 37
Business-Case: Hointer fully automated store
Copyright © 2014 Accenture All rights reserved. 38
Business-Case: Celio* showrooming
Copyright © 2014 Accenture All rights reserved. 39
Business-Case: House of Fraser omni-fashion
Copyright © 2014 Accenture All rights reserved. 40
Business-Case: Nasty Gal a merchandise-experience
Copyright © 2014 Accenture All rights reserved. 41
Business-Case: Stories.com e-commerce curation
Copyright © 2014 Accenture All rights reserved. 42
Business-Case: Nordstrom showrooming
Copyright © 2014 Accenture All rights reserved. 43
Are the Italian fashion companies ready to grasp
the (hudge) fashion e-commerce opportunity ?
Does we know our potential fashion customer?
Are we able to compete in the global fashion arena ?
Whic are the best digital go-to-market strategy ?
What is the role of the digital in our expansion strategy?
1
2
3
4
Copyright © 2014 Accenture All rights reserved. 44
“Because the internet is founded on
principles of accessibility and
democracy, luxury brands generally use
digital as a way to spread the brand's
dream and mythology. Digital
communications can play a valuable
and critical role in spreading information
about the brand.
The digital experience role in the apparel, fashion or luxury
spectrum
exclusive
accessible
DigitalTV Print In-Store Events VIP Events
The role of «digital» approached with an apparel and retail strategy
Source: Marci Ikeler – digital strategy for luxury brand
Copyright © 2014 Accenture All rights reserved. 45
“Because the internet is founded on
principles of accessibility and
democracy, luxury brands generally use
digital as a way to spread the brand's
dream and mythology. Digital
communications can play a valuable
and critical role in spreading information
about the brand.
The digital experience role in the apparel, fashion or luxury
spectrum
exclusive
accessible
DigitalTV Print In-Store Events VIP Events
exclusive
accessible
TV Print In-Store Events VIP EventsDigital
The role of «digital» approached with an apparel and retail strategy
The new role of «digital» approached with a seamless high-end and luxury strategy
Source: Marci Ikeler – digital strategy for luxury brand
Copyright © 2014 Accenture All rights reserved. 46
Click
Through
Visitors
Natural
& Organic
Direct
Marketing
Customer
Thrust
Customer
relation
Engage
How can we define our business goals, reach our
customers and exhaust our e-commerce potential ?
KPICustomer Journey
Adressable market
Brand awareness & ATLReach
Business lever
Consider
Turnover
Store
Reactivation
Channeling
eStore
Profitability
Convert
Customer
Lifetime ValueRelation
Conversion
Commercial
Levers
User
ExperienceAcquire
Copyright © 2014 Accenture All rights reserved. 47
SEARCH
Natural Search,
SEO
Paid Search,
SEM
Search
Capability
Landing Page
Optimisation
iMEDIA
Standard
Display Ads
Rich Media
Ads
Broadband
Video
Web TV
WEB SITE
Branded
Sites
Affiliate
Site
Promotional
Site
Usability &
Accessibility
Analytics,
Web Site
Optimisation
PARTNERSHIPS
Content
Syndication
Comparison
Sites,
Shopping
Directories
Sponsorships,
Co-branding
Philanthropic
Cause
Marketing
E-COMMERCE
Direct to
Consumer
Where to Buy
Functionality
Branded
Storefront
Sell Direct on
Third-Party Site
Technical
Platform
MOBILE
Mobile
Browser
Mobile Aps QR Codes, GPS
RFID POS
Text
Messaging
CRM
Loyalty
Platform
Behavioral
Targeting &
Acquisition
Cross-sell
Engine
Retention &
WinBack
Campaigns,
Email,
Reporting
SOCIAL
Online Video Communities,
Answer Forums
Word-of-mouth,
Buzz, Referrals
Wikis, blogs,
Crowd Sourcing
Product
Innovation
Multichannel Customer Journey
DIGITAL CAPABILITIES TO LEVERAGE
OFFLINE
FOUNDATION
AWARENESS
ADVOCACY
PURCHASE
CONSIDERATION
LOYALTY
ONLINE
Identification
of Need
Search for
Solution
Evaluate
Alternatives
Product
Details
Visit to
the store
Purchase
Decision
Visit to
the
brand
website
Compare
Offers
Online
Purchase
Social
Interaction
Online
Registration
Mobile
App
Offline
Purchase
19% 81%Time Spent
«e-Commerce» is dead: it’s just «commerce»
Copyright © 2014 Accenture All rights reserved. 4848
Map the relevant elements of the experiential system
Design a digital system managing customer expectations
through: journeys, devices, content, products, services …
COMMUNICATE
SALE
ENGAGE PHYSICAL
ON-LNE
MOBILE
What
is
digital?
Print
Store
Events
VIP
Event
Copyright © 2014 Accenture All rights reserved. 4949
Map the relevant elements of the experiential system
Design a digital system managing customer expectations
through: journeys, devices, content, products, services …
COMMUNICATE
SALE
ENGAGE PHYSICAL
ON-LNE
MOBILE
Display
Store
VIP
Event
E-Com
Social
Conten
t
App
CRM
E-mail
Event
s
Print
Copyright © 2014 Accenture All rights reserved. 5050
Map the relevant elements of the experiential system
Design a digital system managing customer expectations
through: journeys, devices, content, products, services …
Design experience path enabled by a mix of
functionalities
COMMUNICATE
SALE
ENGAGE PHYSICAL
ON-LNE
MOBILE
Display
Store
VIP
Event
E-Com
Social
Conten
t
App
CRM
E-mail
Event
s
Print
COMMUNICATE
SALE
ENGAGE
PHYSICAL
ON-LNE
MOBILE
VIP
Event
Conten
t
CRM
E-mail
App
Copyright © 2014 Accenture All rights reserved. 5151
Map the relevant elements of the experiential system
Design a digital system managing customer expectations
through: journeys, devices, content, products, services …
Design experience path enabled by a mix of
functionalities
COMMUNICATE
SALE
ENGAGE PHYSICAL
ON-LNE
MOBILE
Display
Store
VIP
Event
E-Com
Social
Conten
t
App
CRM
E-mail
Event
s
Print
COMMUNICATE
SALE
ENGAGE
PHYSICAL
ON-LNE
MOBILE
Event
s
App
CRM
E-mail
Social
Social
Conten
t
Copyright © 2014 Accenture All rights reserved. 5252
Map the relevant elements of the experiential system
Design a digital system managing customer expectations
through: journeys, devices, content, products, services …
Design experience path enabled by a mix of
functionalities
COMMUNICATE
SALE
ENGAGE PHYSICAL
ON-LNE
MOBILE
Display
Store
VIP
Event
E-Com
Social
Conten
t
App
CRM
E-mail
Event
s
Print
Store
Conten
t
CRM
E-mail
E-Com
COMMUNICATE
SALE
PHYSICAL
ON-LNE
ENGAGE
MOBILE
Copyright © 2014 Accenture All rights reserved. 5353
Map the relevant elements of the experiential system
Design a digital system managing customer expectations
through: journeys, devices, content, products, services …
Design experience path enabled by a mix of
functionalities
COMMUNICATE
SALE
ENGAGE PHYSICAL
ON-LNE
MOBILE
Display
Store
VIP
Event
E-Com
Social
Conten
t
App
CRM
E-mail
Event
s
Print
Store
E-Com
Conten
t
App
CRM
COMMUNICATE
SALE
PHYSICAL
ON-LNE
ENGAGE
MOBILE
Copyright © 2014 Accenture All rights reserved. 54
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 55
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 56
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 57
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 58
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 59
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 60
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 61
Business-Case: Neiman Marcus design a journey enabled
by an experential system across thouch points
Copyright © 2014 Accenture All rights reserved. 62
The digital role in the luxury business environment
Digital is one of the most powerful asset to create winning strategies.
Digital provide the flexibility to reach all the objectives creating
innovative interaction path across all the channel.
Strategy
1
Objectives
2
Channels
3
• Brand positioning
and awareness
creation
Business Lever
• Brand positioning
and awareness
creation
• Brand positioning
and awareness
creation
DimensionDescription
• Accessibility
• Exclusivity
• Communicate
• Engage
• Sale
• Physical
• Mobile
• On-line
Copyright © 2014 Accenture All rights reserved. 63
… so what ?
The biggest opportunity for apparel, fashion and luxury segments
are represented by the cross-border markets, expecially USA,
Russia, China.
1
The Italian companies has a big gap to bridge to compete in the
global arena. The marketplace could help to reach far markets.
2
Content curation, micro-targeting and systemic approach are the
leading trend for a premium experience.
3
We need to clearly define our brand equity, product positioning and
the value proposition to garrison the proper steps of the journey.
4
Federico Gasparotto
Digital Marketing Offering Lead
Accenture Interactive
Tel: +39-331-7550490
@: federico.gasparotto@accenture.com
Blog: www.gasparotto.biz
IM: federico.gasparotto
Thank you!

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Strategic thought to exhaust the fashion e-commerce potential in 2014

  • 1. Strategic thought to exhaust the fashion e-commerce potential
  • 2. Copyright © 2014 Accenture All rights reserved. 2 Are the Italian fashion companies ready to grasp the (hudge) fashion e-commerce opportunity ? Does we know our potential fashion customer? Are we able to compete in the global fashion arena ? Which are the best digital go-to-market strategy ? What is the role of the digital in our expansion strategy? 1 2 3 4
  • 3. Copyright © 2014 Accenture All rights reserved. 3 Are the Italian fashion companies ready to grasp the (hudge) fashion e-commerce opportunity ? Does we know our potential fashion customer? Are we able to compete in the global fashion arena ? Whic are the best digital go-to-market strategy ? What is the role of the digital in our expansion strategy? 1 2 3 4
  • 4. Copyright © 2014 Accenture All rights reserved. 4 The export of goods enabled by e-commerce is one of the main global dirver lead by european and fashion companies 10% Intra-NA 26% Intra-EU8% NA to EU 13% EU to NA 10% NA to APAC 5% Intra-APAC 4% APAC to EU 11% EU to APAC Source: Modern Spice Routes, The Cultural Impact and Economic Opportunity of Cross-Border Shopping, July 2013; PayPal and Nielsen (US,UK, Germany, China, Brazil and Australia) The cross border BtoC e-commerce is growing and in 2013 worthed € 78 billion
  • 5. Copyright © 2014 Accenture All rights reserved. 5 Global fashion e-commerce had a significative growth and the penetration in wealthy segment is increasing 57% 18% 0% 10% 20% 30% 40% 50% 60% Interesse per le novità in ambito tecnologico Wealthy People General Population Digital ascendancy on the luxury purchase path. Fashion & luxury (CAGR) Compound Annual Growth Rate Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
  • 6. Copyright © 2014 Accenture All rights reserved. 6 2013 2014 2015 2016 UK 9,3 10,7 11,6 12,6 IT 2,0 2,7 3,5 4,4 FR 5,9 7,1 8,4 9,8 US 36,6 43,1 49,8 56,7 China 99,8 169,2 265,9 336,9 Russia 8,1 10,7 12,9 15,0 - 50,0 100,0 150,0 200,0 250,0 300,0 350,0 400,0 AxisTitle 2013 2014 2015 2016 UK 51,6 57,4 60,6 64,2 IT 18,4 22,4 26,8 31,3 FR 45,2 50,3 54,9 59,9 US 200,0 226,7 255,5 283,5 China 369,6 545,7 738,5 842,3 Russia 38,7 46,7 52,8 55,7 - 100,0 200,0 300,0 400,0 500,0 600,0 700,0 800,0 900,0 AxisTitle Fashion e-commerce forecast: China, USA and Russia will become the first 3 apparel markets (1/2) E-Commerce potential customer by country (Million of people) E-Commerce Apparel potential customer by country (Million of people) Source: eMarketer, Euromonitor, Internet retailer, idata, ATK. CBInsight, Netcomm, TNS, Accenture Analysis
  • 7. Copyright © 2014 Accenture All rights reserved. 7 Fashion e-commerce forecast: China, USA and Russia will become the first 3 apparel markets (2/2) Business Lever Dimension • Access a new market • Accessibility • Exclusivity • Awareness • Communicate • Engage • Purchase • Advocacy • Physical store • Mobile • On-line • Social • Marketplace • We need to establish a long term relation with the customer base • We need to facilitate the purchase process • We need to show and enhance the perception of our style • We need to constantly create new relations with new customers • We need to cover the relevant touch- point to enable the relation • We need to transmit the real quality of our products Strategy 2 Objectives 3 Channels 4 Market Maturity 1 • Geography/accessibility • Internet adoption • E-Commerce adoption • Preferred media • Usual customer journey • Market will increase of 185% • Market will increase of 338% • Customer habits will change totally • Customer habits will evolve quickly • We need to establish spread our visibility through all media • We need to integrate all the touch-points and channels • We need to consolidate our positioning preserving from competitors • Market will increase of 144% • Customer habits are evolving
  • 8. Copyright © 2014 Accenture All rights reserved. 8 Are the Italian fashion companies ready to grasp the (hudge) fashion e-commerce opportunity ? Does we know our potential fashion customer? Are we able to compete in the global fashion arena ? Whic are the best digital go-to-market strategy ? What is the role of the digital in our expansion strategy? 1 2 3 4
  • 9. Copyright © 2014 Accenture All rights reserved. 99 E-Commerce ecosystem assessment by fashion districts Source: Forrester Research, Gartner, Forbes, Ovum, Accenture Analysis , 1 2 3 Early adoption Average Late adoptionInternet adoption Quick Quick QuickE-Commerce Adoption 3,6 3,2 2,7Digital IQ Multiple Mixed SingleInternal mgmt vs SAAS DM + Led + BA Led + BA (mostly) BA Digital marketing Exhausted Exploitable ExploitablePotential
  • 10. Copyright © 2014 Accenture All rights reserved. 1010 Luxury and fashion market are evolving >The customer gives less importance to the idea of Brand, if he would buy clothes, shoes and accessories. >The asimetric value perception is leveraged by the new business model. >The international crisis is the first reason of this trend.Source: Netcomm
  • 11. Copyright © 2014 Accenture All rights reserved. 11 •Brick&Mortar •Web Channel •Mobile •Kiosk •Catalogue •Channeling (ROPO) •Display •Social •Digital PR •Direct marketing •Customer DB •Profiling / targeting •Coupon / vouchers •Loyalty •Payment •Commission •Invoicing •Econometric model •Web-Analytics •Business-Intel •Deduplication •Assortment plan •Marginality •Product content •Warehouse •Refurbishing •Carrier •Reverse logistics The differents go-to-e-market strategies models E-commerce strategies
  • 12. Copyright © 2014 Accenture All rights reserved. 12 The differents go-to-e-market strategies models E-commerce strategies Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic Insourcing Out-sourcingStrategic
  • 13. Copyright © 2014 Accenture All rights reserved. 13 Business-Case: have we controll ?
  • 14. Copyright © 2014 Accenture All rights reserved. 14 Business-Case: have we controll ?
  • 15. Copyright © 2014 Accenture All rights reserved. 15 Business-Case: have we controll ?
  • 16. Copyright © 2014 Accenture All rights reserved. 16 Business-Case: have we controll ?
  • 17. Copyright © 2014 Accenture All rights reserved. 17 Business-Case: have we controll ?
  • 18. Copyright © 2014 Accenture All rights reserved. 18 Business-Case: have we controll ?
  • 19. Copyright © 2014 Accenture All rights reserved. 1919 Which are the 5 top barrer to the e-commerce? Sources: Netcomm & Contact Lab survey Which are the top 5 barriers that stop an engaged potential customer during the purchase process ? Multiple answer submitted to international e-commerce customers.
  • 20. Copyright © 2014 Accenture All rights reserved. 20 Business-Case: is our brand protected?
  • 21. Copyright © 2014 Accenture All rights reserved. 21 Business-Case: is our brand protected?
  • 22. Copyright © 2014 Accenture All rights reserved. 22 The differents go-to-e-market strategies benefits 1 Owned site 2 Full-outsouring 3 Conrolled market-place 4 Demanded (marketplace, flash sales) Profitability Brand protection Speed to market Omni- channaling Catalogue digitalization Management effort
  • 23. Copyright © 2014 Accenture All rights reserved. 23 Are the Italian fashion companies ready to grasp the (hudge) fashion e-commerce opportunity ? Does we know our potential fashion customer? Are we able to compete in the global fashion arena ? Whic are the best digital go-to-market strategy ? What is the role of the digital in our expansion strategy? 1 2 3 4
  • 24. Copyright © 2014 Accenture All rights reserved. 24 Best practices and trends (1/2): new models The digital market is evolving very quickly: (1) the experience designs the actual main trend moving towards content curation, (2) Market-Place is the TNT global phenomenon, (3) Smartshop scanshop is enabling the “Internet of thing” Sources: GFK
  • 25. Copyright © 2014 Accenture All rights reserved. 25 Best practices and trends (1/2): new models The digital market is evolving very quickly: (1) the experience designs the actual main trend moving towards content curation, (2) Market-Place is the TNT global phenomenon, (3) Smartshop scanshop is enabling the “Internet of thing” Sources: GFK
  • 26. Copyright © 2014 Accenture All rights reserved. 2626 Digital marketing trend in 2014 is much more oriented to curation, relevance, and commercial relation Sources: e-consultancy, TechCrunch , Forbes Best practices and trends (2/2): new strategies
  • 27. Copyright © 2014 Accenture All rights reserved. 2727 Digital marketing trend in 2014 is much more oriented to curation, relevance, and commercial relation Sources: e-consultancy, TechCrunch , Forbes Best practices and trends (2/2): new strategies
  • 28. Copyright © 2014 Accenture All rights reserved. 2828 Digital marketing trend in 2014 is much more oriented to curation, relevance, and commercial relation Sources: e-consultancy, TechCrunch , Forbes Best practices and trends (2/2): new strategies The marketing automation functionalities are increasing e-commerce performances
  • 29. Copyright © 2014 Accenture All rights reserved. 2929 Digital marketing trend in 2014 is much more oriented to curation, relevance, and commercial relation Sources: e-consultancy, TechCrunch , Forbes Best practices and trends (2/2): new strategies The marketing automation functionalities are increasing e-commerce performances
  • 30. Copyright © 2014 Accenture All rights reserved. 3030 Digital marketing trend in 2014 is much more oriented to curation, relevance, and commercial relation Sources: e-consultancy, TechCrunch , Forbes Best practices and trends (2/2): new strategies The marketing automation functionalities are increasing e-commerce performances
  • 31. Copyright © 2014 Accenture All rights reserved. 31 Business-Case: Michael Kors super-targeted campaigns
  • 32. Copyright © 2014 Accenture All rights reserved. 32 Business-Case: Amazon Fashion
  • 33. Copyright © 2014 Accenture All rights reserved. 33 Business-Case: Bureberry digitalizing store
  • 34. Copyright © 2014 Accenture All rights reserved. 34 Business-Case: Farfetch new fashion marketplace
  • 35. Copyright © 2014 Accenture All rights reserved. 35 Business-Case: Superdry on e-bay
  • 36. Copyright © 2014 Accenture All rights reserved. 36 Business-Case: Uniqlo go to China using TaoBao/T-Mall
  • 37. Copyright © 2014 Accenture All rights reserved. 37 Business-Case: Hointer fully automated store
  • 38. Copyright © 2014 Accenture All rights reserved. 38 Business-Case: Celio* showrooming
  • 39. Copyright © 2014 Accenture All rights reserved. 39 Business-Case: House of Fraser omni-fashion
  • 40. Copyright © 2014 Accenture All rights reserved. 40 Business-Case: Nasty Gal a merchandise-experience
  • 41. Copyright © 2014 Accenture All rights reserved. 41 Business-Case: Stories.com e-commerce curation
  • 42. Copyright © 2014 Accenture All rights reserved. 42 Business-Case: Nordstrom showrooming
  • 43. Copyright © 2014 Accenture All rights reserved. 43 Are the Italian fashion companies ready to grasp the (hudge) fashion e-commerce opportunity ? Does we know our potential fashion customer? Are we able to compete in the global fashion arena ? Whic are the best digital go-to-market strategy ? What is the role of the digital in our expansion strategy? 1 2 3 4
  • 44. Copyright © 2014 Accenture All rights reserved. 44 “Because the internet is founded on principles of accessibility and democracy, luxury brands generally use digital as a way to spread the brand's dream and mythology. Digital communications can play a valuable and critical role in spreading information about the brand. The digital experience role in the apparel, fashion or luxury spectrum exclusive accessible DigitalTV Print In-Store Events VIP Events The role of «digital» approached with an apparel and retail strategy Source: Marci Ikeler – digital strategy for luxury brand
  • 45. Copyright © 2014 Accenture All rights reserved. 45 “Because the internet is founded on principles of accessibility and democracy, luxury brands generally use digital as a way to spread the brand's dream and mythology. Digital communications can play a valuable and critical role in spreading information about the brand. The digital experience role in the apparel, fashion or luxury spectrum exclusive accessible DigitalTV Print In-Store Events VIP Events exclusive accessible TV Print In-Store Events VIP EventsDigital The role of «digital» approached with an apparel and retail strategy The new role of «digital» approached with a seamless high-end and luxury strategy Source: Marci Ikeler – digital strategy for luxury brand
  • 46. Copyright © 2014 Accenture All rights reserved. 46 Click Through Visitors Natural & Organic Direct Marketing Customer Thrust Customer relation Engage How can we define our business goals, reach our customers and exhaust our e-commerce potential ? KPICustomer Journey Adressable market Brand awareness & ATLReach Business lever Consider Turnover Store Reactivation Channeling eStore Profitability Convert Customer Lifetime ValueRelation Conversion Commercial Levers User ExperienceAcquire
  • 47. Copyright © 2014 Accenture All rights reserved. 47 SEARCH Natural Search, SEO Paid Search, SEM Search Capability Landing Page Optimisation iMEDIA Standard Display Ads Rich Media Ads Broadband Video Web TV WEB SITE Branded Sites Affiliate Site Promotional Site Usability & Accessibility Analytics, Web Site Optimisation PARTNERSHIPS Content Syndication Comparison Sites, Shopping Directories Sponsorships, Co-branding Philanthropic Cause Marketing E-COMMERCE Direct to Consumer Where to Buy Functionality Branded Storefront Sell Direct on Third-Party Site Technical Platform MOBILE Mobile Browser Mobile Aps QR Codes, GPS RFID POS Text Messaging CRM Loyalty Platform Behavioral Targeting & Acquisition Cross-sell Engine Retention & WinBack Campaigns, Email, Reporting SOCIAL Online Video Communities, Answer Forums Word-of-mouth, Buzz, Referrals Wikis, blogs, Crowd Sourcing Product Innovation Multichannel Customer Journey DIGITAL CAPABILITIES TO LEVERAGE OFFLINE FOUNDATION AWARENESS ADVOCACY PURCHASE CONSIDERATION LOYALTY ONLINE Identification of Need Search for Solution Evaluate Alternatives Product Details Visit to the store Purchase Decision Visit to the brand website Compare Offers Online Purchase Social Interaction Online Registration Mobile App Offline Purchase 19% 81%Time Spent «e-Commerce» is dead: it’s just «commerce»
  • 48. Copyright © 2014 Accenture All rights reserved. 4848 Map the relevant elements of the experiential system Design a digital system managing customer expectations through: journeys, devices, content, products, services … COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE What is digital? Print Store Events VIP Event
  • 49. Copyright © 2014 Accenture All rights reserved. 4949 Map the relevant elements of the experiential system Design a digital system managing customer expectations through: journeys, devices, content, products, services … COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE Display Store VIP Event E-Com Social Conten t App CRM E-mail Event s Print
  • 50. Copyright © 2014 Accenture All rights reserved. 5050 Map the relevant elements of the experiential system Design a digital system managing customer expectations through: journeys, devices, content, products, services … Design experience path enabled by a mix of functionalities COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE Display Store VIP Event E-Com Social Conten t App CRM E-mail Event s Print COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE VIP Event Conten t CRM E-mail App
  • 51. Copyright © 2014 Accenture All rights reserved. 5151 Map the relevant elements of the experiential system Design a digital system managing customer expectations through: journeys, devices, content, products, services … Design experience path enabled by a mix of functionalities COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE Display Store VIP Event E-Com Social Conten t App CRM E-mail Event s Print COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE Event s App CRM E-mail Social Social Conten t
  • 52. Copyright © 2014 Accenture All rights reserved. 5252 Map the relevant elements of the experiential system Design a digital system managing customer expectations through: journeys, devices, content, products, services … Design experience path enabled by a mix of functionalities COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE Display Store VIP Event E-Com Social Conten t App CRM E-mail Event s Print Store Conten t CRM E-mail E-Com COMMUNICATE SALE PHYSICAL ON-LNE ENGAGE MOBILE
  • 53. Copyright © 2014 Accenture All rights reserved. 5353 Map the relevant elements of the experiential system Design a digital system managing customer expectations through: journeys, devices, content, products, services … Design experience path enabled by a mix of functionalities COMMUNICATE SALE ENGAGE PHYSICAL ON-LNE MOBILE Display Store VIP Event E-Com Social Conten t App CRM E-mail Event s Print Store E-Com Conten t App CRM COMMUNICATE SALE PHYSICAL ON-LNE ENGAGE MOBILE
  • 54. Copyright © 2014 Accenture All rights reserved. 54 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 55. Copyright © 2014 Accenture All rights reserved. 55 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 56. Copyright © 2014 Accenture All rights reserved. 56 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 57. Copyright © 2014 Accenture All rights reserved. 57 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 58. Copyright © 2014 Accenture All rights reserved. 58 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 59. Copyright © 2014 Accenture All rights reserved. 59 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 60. Copyright © 2014 Accenture All rights reserved. 60 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 61. Copyright © 2014 Accenture All rights reserved. 61 Business-Case: Neiman Marcus design a journey enabled by an experential system across thouch points
  • 62. Copyright © 2014 Accenture All rights reserved. 62 The digital role in the luxury business environment Digital is one of the most powerful asset to create winning strategies. Digital provide the flexibility to reach all the objectives creating innovative interaction path across all the channel. Strategy 1 Objectives 2 Channels 3 • Brand positioning and awareness creation Business Lever • Brand positioning and awareness creation • Brand positioning and awareness creation DimensionDescription • Accessibility • Exclusivity • Communicate • Engage • Sale • Physical • Mobile • On-line
  • 63. Copyright © 2014 Accenture All rights reserved. 63 … so what ? The biggest opportunity for apparel, fashion and luxury segments are represented by the cross-border markets, expecially USA, Russia, China. 1 The Italian companies has a big gap to bridge to compete in the global arena. The marketplace could help to reach far markets. 2 Content curation, micro-targeting and systemic approach are the leading trend for a premium experience. 3 We need to clearly define our brand equity, product positioning and the value proposition to garrison the proper steps of the journey. 4
  • 64. Federico Gasparotto Digital Marketing Offering Lead Accenture Interactive Tel: +39-331-7550490 @: federico.gasparotto@accenture.com Blog: www.gasparotto.biz IM: federico.gasparotto Thank you!