shopbop is a trendy apparel website that features over 100 designers
TRANSCRIPT
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 ……