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The Online Women’s Clothing Industry. By Yucheng Hu, Yimin Jiang, Andrew Jones. Major Players in Online Women’s Clothing . A Sample Front Page. Basics. Consumers Sign up online with clothing stores Can shop anytime anywhere that they have access to web interface

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the online women s clothing industry

The Online Women’s Clothing Industry

By Yucheng Hu,

Yimin Jiang,

Andrew Jones

basics
Basics
  • Consumers Sign up online with clothing stores
  • Can shop anytime anywhere that they have access to web interface
  • Log in, select clothes, pay using a credit card, and arrange for shipment
women s clothing
Women’s Clothing
  • Who are the customers
    • Victoria’s Secret and Esprit primarily target middle and upper class women. They also try to attract male customers who are purchasing gifts for women.
    • Eddie Bauer, Gap, Land’s End, and J.Crew sell both men’s and women’s clothing. So their customers come from both groups.
    • These online clothing stores hope to take advantage of the customers they do not reach with their mall presence.
women s clothing8
Women’s Clothing
  • Gap’s Philosophy is “A simple formula drives our brands: We strive to deliver style, service and value to everyone—kindergartners and grandparents, students and professionals, athletes and philosophers, big-city urbanites and small-town folks.” (Source: http://www.gapinc.com/about_us/about_us.htm)
women s clothing9
Women’s Clothing
  • How do they attract customers
    • Referrals (J.Crew, Land’s End have affiliate programs)
    • Word-of-mouth and advertising (all, e.g. Land’s End offers Land’s End Live, Shop with a Friend, Your Personal Model for Women, etc.)
    • Eddie Bauer has a presence within Yahoo! (shopping to gain customers)
    • Promoting online sites in stores and catalogs (all)
    • Membership (e.g. Club Esprit), an easy one step process to order items from catalogs (all)
women s clothing10
Women’s Clothing
  • Value added
    • The basic value proposition is helping customers to buy clothes easily
      • Offer free registration and provide member discounts (Esprit, J.Crew and Banana Republic)
      • Mail free product information to members (All)
      • Provide members wish-lists to record their preferences and remind them (Eddie Bauer, Gap, Land’s End and Esprit)
      • Offer “One-click” service for easy checkout (All)
women s clothing11
Women’s Clothing
  • Additional value added
    • User can check order and delivery status online (Victoria’s Secret)
    • Refer customers to alliance partners (Banana Republic refers users to Gap)
    • Create personalized 3-D model for individual customers using exact measurements (Land’s End)
women s clothing12
Women’s Clothing
  • Additional value added
    • Offer buyers related product information and purchase suggestions (Land’s End)
    • Establish affiliate programs with other web sites, random users get more opportunity to visit stores (J.Crew, Esprit and Land’s End)
    • Deliver products to multiple addresses for each order (Banana Republic)
women s clothing13
Women’s Clothing
  • Sample delivery prices:
    • Two-dimensional delivery options (time vs. order value)
      • Eddie Bauer ( Order<$30, 5 days-$2.95, 3 days-$8.95, 2 days-$14.95; order increase every $30, add $2)
      • Gap (<$50, 7 days-$5, overnight-$14; increase every $50, add $2)
      • Esprit (<$25, 10 days-$5.95, 4 days-$11.95, 3 days- $15.95; increase every $25, add $1)
women s clothing14
Women’s Clothing
  • Try purchasing at the online stores
    • Easy navigation within the site
    • Rich additional information about products (J.Crew, Eddie Bauer provide clothing care tips)
    • Frequent on-sale and promotions to get potential customers to try
      • First time user introductory discounts (Banana Republic)
      • Online jeans-design contest to attract users (Gap)
      • Cumulative purchase discounts (Banana Republic)
women s clothing15
Women’s Clothing
  • Turning one-shot customers into repeat customers
    • Creating incentives to attract current customers
      • Holiday savings
      • Email updates on clearance sales or special offers
    • Customers are committing to an on-going relationship due to excellent customer service
      • Satisfaction guaranteed (e.g. merchandise returnable within six months at Victoria’s Secret)
    • Encouraging customers to make wish lists
      • Customers will come back to follow up on the wish list