1. The document discusses strategies for fashion brands to regain the e-commerce channel. 2. It recommends evaluating a brand's strength through data analysis to identify online marketing opportunities and forecast potential in new markets. 3. Defining the project scope includes integrating services, providers, technology, and leveraging social media and customer data to drive online sales and optimize investments.

1. Regain the e-Commerce channel
Milan, November 7, 2012

2. A unique end-to-end service offering
Process & Business
Strategy Process Technology Infrastructure Application
System Process
Consulting Consulting Consulting Operations Operations
Implementation Operations
Accenture As Business Innovation Partner
Management of Business
Strategy Process Information Technology
Processes
Change Management
Strategy Consulting
Management Consulting
IT-Consulting
Comprehensive Know-how through High implementation complexity through
experts and projects across the e2e IT and project management Know-How
value chain
Copyright © 2012 Accenture. All rights reserved. 2

3. Accenture Customer Innovation Network
Technology Accenture Interactive
Labs e-Commerce Centre of
Chicago, Illinois Excellence
Technology
ACIN Milan
Labs
Chicago Oracle Retail Beijing, China
Technology Labs (Lodz)
San Josè,
California Delivery India Delivery
SAP Retail Center
(Bilbao)
Centers Consumer
(Napoli) Goods
BI, ERP, Agri Value Led (Hyderabad)
(Chicago, ISC) Operations ERP Philippine
CRM, S&M,
(Madrid ISC) (Bangalore) Delivery
High Performance BI, Planning
Business Showcase Supply Chain (Milan ISC) Center
Murray Hill, New Jersey (Barcelona ISC) Technology (Manila)
London, UK Labs
Bangalore, India
Technology Labs
Sophia Antipolis
ACIN
Accenture Customer Innovation Network Sao Paulo
Accenture‟s global network of CG&S Industry Solution Centers
Global Delivery Network
Accenture Tecnology Labs

4. Listening the voice of the customers on 10 Facebook pages
of fashion brands without e-Commerce
Dear think about an online shop!!! It Open an online shop, it’s more
would be great convenient to shop on the Internet! 
On-line shop is a generous idea!!! I would like an online shop, as e.g. Top
Secret has 
(…) I also often shop online, even
though I have the same store in my Boo, why it’s not possible to shop
town, because a garment is on the Internet?
unavailable 
There is only one question coming Is there any chance that in the nearest
to my mind: why Reserved does future you will open an online shop?
not have an e-shop? There are several nice products I would
like to buy but that are not available in
Oh, please hurry up! Most of the my area.
brands already have their online
shops.
Copyright © 2012 Accenture. All rights reserved. 4

5. Why an e-commerce platform?
Enjoy the
possibility to have
a complete control
over your channel
strategies, without
the intervention of
an agency!
Copyright © 2012 Accenture. All rights reserved. 5

6. Clothing & footwear market trend in Europe
>Global eCommerce market is
poised for a double digit growth
in the years to come, with the
majority coming from the EU
and the USA
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
Copyright © 2012 Accenture. All rights reserved. 6

7. Clothing & footwear market trend in Europe
>Global eCommerce market is
poised for a double digit growth
in the years to come, with the
majority coming from the EU
and the USA
>Fashion and luxury is the
second market segment in
European Market
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
Copyright © 2012 Accenture. All rights reserved. 7

8. Clothing & footwear market trend in Europe
>Global eCommerce market is
poised for a double digit growth
in the years to come, with the
majority coming from the EU
and the USA
>Fashion and luxury is the
second market segment in
European Market
>The clothing & footwear
European Compound Annual
Growth Rate of 11,5%
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
Copyright © 2012 Accenture. All rights reserved. 8

9. eCommerce evolution
Best-in-class
•Searchandising
•Customer data profiles for
Functionality / Customer Value
personalized experience
Added features • Targeted e-marketing
•Guided store navigation for
in store search
• Search •Social media
• Promotions •User generated content
Basic • Merchandising •Web analytics
Marketing only • Order status
• Cross sells Customer-centric
• Catalog • Product-centric Micro-merchandising
• Shopping cart Cross-channel
• Payments Real time testing
Single-channel Continuous experience
Home-grown Limited features improvements
Fragmented &
Manual updating Measure experience Optimized for business
inconsistent
Scaling issues Measure benefits outcomes
Survey experience
1st Generation 2nd Generation 3rd Generation 4th Generation
Experience by Default Experience by Intent Experience by Design Experience on Demand
[Ad hoc] 5% [Prioritize & Improve] 35% [Design & Push] 50% [Engage & Co-innovate] < 10%
Copyright © 2012 Accenture. All rights reserved. 9

10. E-Commerce ecosystem assessment by fashion districts
>Internet adoption: Early adoption Average Late adoption
>eComm. adoption: Quick Quick Quick
>Evolution index: 3,6 3,2 2,7
>Internal / SAS: Multiple Mixed Single
>Promotion: DM + Led + BA Led + BA (mostly) BA
>Potential: Exhausted Exploitable Exploitable
Source: Forrester Research, Gartner, Forbes, Ovum, Accenture Analysis ,
Copyright © 2012 Accenture. All rights reserved. 10

11. Fashion & Luxury Channels Evolution Trends
Source: Accenture Trends Observatory
Copyright © 2012 Accenture. All rights reserved. 11

12. Fashion & Luxury Channels Evolution Trends
Source: Accenture Trends Observatory
Copyright © 2012 Accenture. All rights reserved. 12

13. The most wanted functionality in a fashion brand site
> “Give me control and choice”:
the customers love a brand
consistent omni-channel
experience
Source: Euro monitor, Accenture Analysis ,
Copyright © 2012 Accenture. All rights reserved. 13

14. The most wanted functionality in a fashion brand site
> “Give me control and choice”:
the customers love a brand
consistent omni-channel
experience
> “Help me, help myself”:
customer support is one of the
most important elements to
decide customer journey in site
and stores
Source: Euro monitor, Accenture Analysis ,
Copyright © 2012 Accenture. All rights reserved. 14

15. The most wanted functionality in a fashion brand site
> “Give me control and choice”:
the customers love a brand
consistent omni-channel
experience
> “Help me, help myself”:
customer support is one of the
most important elements to
decide customer journey in site
and stores
> “Know me everywhere”:
the 21% of customer tent to
purchase recommended
additional products to complete
Source: Euro monitor, Accenture Analysis ,
outfits
Copyright © 2012 Accenture. All rights reserved. 15

16. Most influencing strategies for Fashion e-Commerce market
> Predictions are the more
players come into the market,
the more price competition will
become heavier and discount
erosion will follow
Source: Forrester research, Forbes
Copyright © 2012 Accenture. All rights reserved. 16

17. Most influencing strategies for Fashion e-Commerce market
> Predictions are the more
players come into the market,
the more price competition will
become heavier and discount
erosion will follow
> The M-Commerce growth will
continue a rapid growth
including couponing, voucher
and shopping comparison
Source: Forrester research, Forbes
Copyright © 2012 Accenture. All rights reserved. 17

18. Most influencing strategies for Fashion e-Commerce market
> Predictions are the more
players come into the market,
the more price competition will
become heavier and discount
erosion will follow
> The M-Commerce growth will
continue a rapid growth
including couponing, voucher
and shopping comparison
> Most profitable (increase 65-
70% margin) on-line strategy
is the customer reactivation
through direct marketing &
Source: Forrester research, Forbes social-crm
Copyright © 2012 Accenture. All rights reserved. 18

19. Focus on Burberry cloudy period
> 9/11/2012 “Burberry Group
tumbles 17% after profit
warning”* (affecting the overall
fashion segment**) cause by
wholesales trends
Copyright © 2012 Accenture. All rights reserved. Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout 19

20. Focus on Burberry cloudy period
> 9/11/2012 “Burberry Group
tumbles 17% after profit
warning”* (affecting the overall
fashion segment**) cause by
wholesales trends
>Burberry is focusing its effort
on social engagement with a
clear strategy that allowed
them to became leader
Copyright © 2012 Accenture. All rights reserved. Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout 20

21. Focus on Burberry cloudy period
> 9/11/2012 “Burberry Group
tumbles 17% after profit
warning”* (affecting the overall
fashion segment**) cause by
wholesales trends
>Burberry is focusing its effort
on social engagement with a
clear strategy that allowed
them to became leader
> Futuristic technology meets
heritage at Burberry's new
London flagship, with an
innovative experience that
merge digital and in-store UX
Copyright © 2012 Accenture. All rights reserved. Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout 21

22. A case history: Luxury brand
> One of the most important
luxury brand needs to
empower the sales channels
>The strategy aims to increase
B2B wholesale channel level of
interactions and relationship
and also to launch a profitable
e-Commerce
>The brand experience
leverages CRM and e-
Commerce strategies across
direct and indirect channels
Copyright © 2012 Accenture. All rights reserved. 22

23. A case history: Prénatal
>Prénatal was a traditional
niche-player in a market growth
of new competitors
>A turn-around strategy aims to
change the collection creation
criteria, to increase and
integrate both the contact and
the sale channels
Copyright © 2012 Accenture. All rights reserved. 23

24. A case history: Prénatal
>Prénatal was a traditional
niche-player in a market growth
of new competitors
>A turn-around strategy aims to
change the collection creation
criteria, to increase and
integrate both the contact and
the sale channels
>A social-commerce strategy
integrated seamless social,
community, CRM and
e-Commerce
Copyright © 2012 Accenture. All rights reserved. 24

25. A case history: New Look
> New Look, one of the UK‟s
most successful „fast fashion‟
retailers, aims to create a
fashion site able to compete
(and win) in the pure-play
market
>A searchandising experience
stand-out the catalogue depth
emphasizing a company asset
>A direct-marketing strategy
empowers the brand presence
through the whole customer
journey
Copyright © 2012 Accenture. All rights reserved. 25

26. 1
2
3 steps to regain the e-Commerce channel 3
1
• Evaluation of the strength of your brand to identify
Forecast potential marketing opportunities through data analysis
New cross-channel market research • Leverage the Internet to define online consumers
methodologies
potential
2
• Your potential should be increased, does not necessarily
need to be done internally
Define Project scope • Data Integration is the key to consumer insight 
Integration of services, providers, technology
competence often not well developed within the company 
third-party solutions
3
Business case • Leverage social media to drive online sales
Optimise investiments, maximize sales • Optimize e-mail/personal data collection to promote your
eCommerce platform
Copyright © 2012 Accenture. All rights reserved. 26

27. 1
1) Forecast the unexpressed global potential 2
3
>The first step to define the
commercialization spread roadmap is
Brand Popularity the estimation of the multichannel
Exausted Potential potential by country
Traditional
Business by channel
A B
eCommerce
C D
Copyright © 2012 Accenture. All rights reserved. 27

28. 1
1) Forecast the unexpressed global potential 2
3
>The first step to define the
commercialization spread roadmap is
Brand Popularity
the estimation of the multichannel
Exausted Potential potential by country
Traditional
>To define multichannel potential in all
Business by channel
Trend factor
A B the countries where brand is currently
operating we need to consider,
normalize and aggregate
inhomogeneous business lever as:
eCommerce
> Visitor Factor: Visits, time spent
> Trend Factor: brand trend, SERP, bidding values
C D > Population Factor: population by country
> Penetration Factor: internet & eCommerce penetration by
country
> Diffusion Factor: direct and wholesale store number
> Commercial Factor: direct and wholesale sales volume
> Activation Factor: business start-up readiness
> Security & Issue Factors: unpredictable factors
Copyright © 2012 Accenture. All rights reserved. 28

29. 1
2
2) Maximize sales
3
KPI > We can influence the visitor
DIRECT MKTG LED ORGANIC volume by activating different
BRANDING SEO
T1
acquisition channels focused
CTR COMMUNICATION BRAND
INFORMATION CAMPAIGNS AWARENESS on re-activation tactics and
VIRAL/BUZZ
AQUISITION
T2
FIDELIZATION
performance strategies
ORDER
>The most relevant lever to
CR NUMBER consider is the conversion rate
that is influenced by a mix of
Service
Level commercial and UX elements
AVERAGE TICKET
AVERAGE TICKET
>The average ticket is also
TM VALUE
VALUE (ATV) influenced by the capability of a
brand to enhance the shop-the-
Source: The internet retail report
look and outfit experience
Copyright © 2012 Accenture. All rights reserved. 29

30. 1
3) Optimize investments – define project perimeter 2
3
Merchandise Content Marketing & Sales CRM
Catalogue Creative & Web Content Web Social Paid Owned Customer Shopping
Mgmt Asset Mgmt Mgmt Mgmt Media Media
Product Data Photo Gift /Voucher Cross/Up Sell
Mgmt. Naming & Blogs Mgmt. SEM SEO Mgmt.
Mgmt Mgmt
Labelling
Video Mgmt Community Affiliation Promotion Funnel
Pricing Mgmt. Mgmt. Mgmt. Mgmt. Loyalty Mgmt
Mgmt. Optimization
Image Store info Ratings & Retargeting Commission Clustering
Benchmark mgmt. Remarketing
Mgmt. Reviews Deduplication Mgmt.
Assortment Graphic Social Media email Segmentation
Planning Copywriting Marketing
Designer Administration Mgmt.
Comparison
Collaboration Translation Service Shopping
Customer
Supply Chain Finance & Billing Web Platform Analytics & Reporting
Care
Inventory Fulfilment Payment Facility Reporting
Financial Mgmt Analytics Customer
Service
3PL / Carrier Web Auditing Returns
Stock Mgmt. Invoice Mgmt Payment & Application
selection Analytics Service Mgmt support
Process Mgmt
Replenishme 3PL contract Reconciliatio Mgmt. Marketing Sales Orders Mgmt
nt Mgmt Mgmt n Mgmt. Analytics Tracking support
Licensing Alert
Warehousing Mgmt Shopping Online
Collaboration Tax Mgmt. Fraud Mgmt
Mgmt. Analytics Monthly Service
Product
Fulfilment Reporting Support
Transportatio Store
Analytics Service
n Mgmt. Integration
Returns Administrativ
e Service
Mgmt Reservation Support
Copyright © 2012 Accenture. All rights reserved. 30

31. 1
3) Optimize investments – how to optimize your investiments: 2
3
Merchandise Content Marketing & Sales CRM
Catalogue Creative & Web Content Web Social Paid Owned Customer Shopping
Mgmt Asset Mgmt Mgmt Mgmt Media Media
Product Data Photo Gift /Voucher Cross/Up Sell
Mgmt. Naming & Blogs Mgmt. SEM SEO Mgmt.
Mgmt Mgmt
Labelling
Video Mgmt Community Affiliation Promotion Funnel
Pricing Mgmt. Mgmt. Mgmt. Mgmt. Loyalty Mgmt
Mgmt. Optimization
Image Store info Ratings & Retargeting Commission Clustering
Benchmark mgmt. Remarketing
Mgmt. Reviews Deduplication Mgmt.
Assortment Graphic Social Media email Segmentation
Planning Copywriting Marketing
Designer Administration Mgmt.
Comparison
Collaboration Translation Service Shopping
Customer
Supply Chain Finance & Billing Web Platform Analytics & Reporting
Care
Inventory Fulfilment Payment Facility Reporting
Financial Mgmt Analytics Customer
Service
3PL / Carrier Web Auditing Returns
Stock Mgmt. Invoice Mgmt Payment & Application
selection Analytics Service Mgmt support
Process Mgmt
Replenishme 3PL contract Reconciliatio Mgmt. Marketing Sales Orders Mgmt
nt Mgmt Mgmt n Mgmt. Analytics Tracking support
Licensing Alert
Warehousing Mgmt Shopping Online
Collaboration Tax Mgmt. Fraud Mgmt
Mgmt. Analytics Monthly Service
Product
Fulfilment Reporting Support
Transportatio Store
Analytics Service
n Mgmt. Integration
Returns Administrativ
e Service
Mgmt Reservation Support
Copyright © 2012 Accenture. All rights reserved. 31

32. 1
2
Business planning 3
>Define the middle term
strategy and the benefit for the
organization generating sales
on-line and in store
>Forecast the profits and loss,
the break event point and the
overall project profitability
>Define the new scenario
activating a new mix of partner
with vertical skill, services and
structure the new organization
Copyright © 2012 Accenture. All rights reserved. 32

33. SO WHAT !?!
>E-Commerce is strategic for fashion brand to
rethink your model and win in a changing
market
> 4th e-Commerce Gen that starts from the
customer experience is seamless and omni-
channel
> Exhaust the brand potential by activating and
leveraging the acquisition channel thrusts
Copyright © 2012 Accenture. All rights reserved. 33

34. Thank you !
federico.gasparotto@accenture.com
Copyright © 2012 Accenture. All rights reserved. 34