shopbop is a trendy apparel website that features over 100 designers

Team Voltron presents…

FengJunk.com

What is Feng Junk Accessories?

Feng Junk Accessories Online fashion

accessories boutique

Highly selective product lines include high-quality, carefully chosen pieces, featuring only the best designs from each collection

The Feng Junk Collection

Fashion accessories by 17 emerging and underground fashion designers

Over 50 handbags 52 earrings 28 necklaces 14 bracelets

Target Customers Feng Junk caters to

the needs of sophisticated, yet alternative clientele who are willing to trade the herd mentality of “glitz and glamour” name brands for underground designer accessories.

Who are Feng Junk customers?

73.3% Single 75.5% College educated Average age between 21-34 98% Female 53% Caucasian / 13% Asian Household incomes extend up to $100,000+, however largest

percentage falls between the $30,000-$60,000 income range

Map of North American orders

Competition Brick-and-Click companies such as Neiman

Marcus, Banana Republic and Nordstrom

Shopbop: Shopbop is a trendy apparel website that features over 100 designers. This Wisconsin based pure-click company carries some of the same brands as Feng Junk

Bluefly: Bluefly is a pure-click fashion outlet store. Bluefly offers over 350 designers with discounts up to 40% off

Why Feng Junk? New company established less than 6

months ago In the introduction phase and has great

potential for improvement Suffers from low conversion rates

at .1%-.3% (average of .219% for the last 3 months), which is below the industry norm of .5%-8%.

Team Voltron’s Goal: Improve conversion rates

Branding

The Name

Feng: Derived from Chinese philosophy of Feng Shui

Junk: Conveys edginess; playful

Do customers get it?

Feng Junk =

Symbol and Logo

Symbol: Eye-catching, but unrelated

Typeface: Personal, but too sharp

Colors: Classy, but too bright and distracting

Recommended Logo

Symbol ties in and aids in branding effort Typeface is smoother and friendlier, while

remaining classy Colors more muted, less sense of urgency

Further Branding Recommendations

“About Us” section Explain the company

name Creates a sense of

openness & intimacy Strengthens the

brand

Tag-line Communicates self-

referenced message Emphasizes personal

service of boutique Gives customer

sense of ownership

Feng Junk | your online fashion boutique

Labeling and Packaging

Objectives of Labeling and Packaging

Final stage of customer experience

Package should conjure positive emotions

Labeling is a reminder of who is responsible for creating positive feelings

Concepts from classical conditioning

Recommended Labeling and Packaging

The impact of repetition

Moderate incongruity effect

Creating a pleasant experience to encourage future purchases

Layout

Layout

Kotler’s “Context Factors for Web Design”:

1. Whether the site loads quickly2.Whether the home page is easy

to understand3. Whether the visitor can easily

navigate to other pages that open quickly

Design Factors

Cleanliness

Ease of Use

Attractiveness

Old Website

Layout – Survey Results

Two main types of websites valued most:

“Outlet” style websites

“Boutique” style websites

“Outlet” Style Websites

1. Product selection

2. Price

“Outlet” Style WebsitesStandard e-commerce site

Department store like Highlights new sales and promotions Constantly expanding product line

Example style websites:

Bluefly.com Macys.com

“Boutique” Style Websites1. Boutique shopping

experience

Small, intimate, fashion boutique; i.e. Los Angeles or New York

“New products” versus “product selection”

2. World class customer service

Impression of personalized and highly targeted shopping experience

3. Appearance

Product images front and center

Highlight trendiness with fonts and ensemble pieces

4. Taglines

“Your Online Fashion Boutique”

“Styles for all occasions”

Common Elements1. Color

Deep, almost burgundy, RED: energy & warmth

2. Font

Sans-serif style: sophistication & energy Serif style: approachable & understated

3. Layout

Lines and boxes White spaces Grey borders

Focus Group Results “Boutique” Style Layout

by an Overwhelming Majority!

“Less cluttered” “Polished, classy” “Nicer Pictures” “More interesting &

appealing … MAKES YOU WANT TO SHOP”

Experience Marketing

Experience in a “real” boutique

Window shopping Enter or Not decision Walk-around In-person interaction Buy or Not decision

Satisfaction Repeat or Not decision

An experience in “real” boutique

If you find something

You can try it on!

Check it in different angles

With enough help from clerks

If needed..

Similarities and Differences Similarities

Window shopper=“Just browsing” users

•Shop’s appearance

•Top and other pages

Differences Personal assistance Look and feel cruise Waiting time Variety of products and designers

Personal Assistance Real boutiques

Help & suggestions from shop employees Feeling “special”

Feng Junk “complement your selection with…”

•Based on the items in customer’s shopping bag

•Customer information not utilized

Our Recommendations More personalized suggestions

•Based on age, preference, and past purchase Live Chat

•At your service

Look and-Feel Cruise Real boutique

Ability to “try”

Feng Junk Inability to touch or try Many items solely displayed

Our Recommendation More virtual reality

•More angles, close-up

•Fashion models with items

•Detailed description of texture

Waiting time Real boutique

At most a few minutes

Feng Junk Several days (if free shipping) Standard packaging

Our Recommendations Tracking system Importance of packaging

time

ple

asu

re

purchase

wait arrival

Effect of Tracking & Packaging

Variety of products and designers

In a real boutique Limited by shop’s capacity

Feng Junk 80% of customers come knowing what they want Sort by designer, name, price

Our recommendations Search

•Navigation after “not found” More sort keys

•Also by collection, release date, and popularity

Promotion

Promotion

Current promotions 10% discount off MSRP Off-site discount coupon Cross-promotions with fashion blogs Dramatic mark-downs on slow moving

goods

Problems Price competition Fail to stimulate

customers’ action No consideration for

regular customers

Promotion

Recommendations Newsletter

•New products and special events

•Discount code

•Feel special Frequent Customer Rewards

•Reward point systems Special events

•Quizzes about Feng Junk designers

Promotion

Measuring the results Promotion

participation Conversion rate Repurchase rate

Promotion

In Conclusion ……