taking new talent to market
DESCRIPTION
By David Dencker, Muuse. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/TRANSCRIPT
Taking New Talent to Market
MUUSE - A Platform for Talent
JUNE
JULY
AUGUST
OCTOBER
JANUARY
Sasha NassarArab Spring
Collection
Winner of MUUSE X Graduate Fashion Week
Developing products with MUUSE
Copenhagen, London and Paris fashion weekGlobal B-B sales
Production placed at global supplier network
Global PR pushGlobal B-C sales through MUUSE.com
1. Why we do this
2. Learnings about Co-creation
95% OF NEW DESIGNERS FAIL WHEN THEY TRY
TO LAUNCH A LABEL
Running a successful label has become too complex for new
designers
DESIGN COLLECTION
MAKE SAMPLES
TAKE ORDERS
MANAGE PRODUCTION
DELIVERTAKE
PAYMENTPR &
MARKETING
Online marketplaces specialized for independent
designers are opening fast.
DESIGN COLLECTION
MAKE SAMPLES
TAKE ORDERS
MANAGE PRODUCTION
DELIVERTAKE
PAYMENTPR &
MARKETING
Many shops are doing fine. Most designers are not. Very few become successful
brands.
Maker in 17th
century
Maker in 21st
century
DESIGN COLLECTION
MAKE SAMPLES
TAKE ORDERS
MANAGE PRODUCTION
DELIVERTAKE
PAYMENTPR &
MARKETING
Maker in 17th
century
Maker in 21st
century
DESIGN COLLECTION
MAKE SAMPLES
TAKE ORDERS
MANAGE PRODUCTION
DELIVERTAKE
PAYMENTPR &
MARKETING
MUUSE is a Business-in-a-Box for designers, where we take the risk and the
designer gets a royalty on sales
The Journeyand what we learned along the way
The idea started as a marketplace
The idea started as a marketplace
Then it was an online platform for Fashion Designers
Our community was very international from the beginning because of our
designers
We sold tailor-made dresses – starting at €3.000
Sometimes we got difficult orders
We introduced Ready-to-Wear using a pre-order business model
And we made small Ready-to-Wear runs that we sold from own stock.
MUUSE March 201440.000 FACEBOOK FANS125.000 NEWSLETTER SUBSCRIBERS 89.000 UNIQUE VISITORS /MONTH
Then we threw out the 2mDKK platform we built and changed to Shopify like a
regular webshop.
And started selling the vast majority through B-B
LEARNINGS ABOUT CO-CREATION
Co-creation is TransformativeBut end the end you might end up looking more like the
incumbents than you think
Marketplace Platform Fashion Brand
Co-creation is a Tool – not a Goal
Taking New Talent to Market
Co-creation is Our Competitive Edge
Q&A