Old ld Captain: Market Data and Strategies David Meija-Zaccaro, - - PowerPoint PPT Presentation

Old ld Captain: Market Data and Strategies

David Meija-Zaccaro, Sheng Li, Bridgette Mallett, Trevor Shea Franklin University Switzerland 20 October 2016 EBC510 & EBC511

Agenda

• Understanding the market using data: data driven decision making

(David Meija-Zaccaro)

• Project Proposal: e-Commerce, retail and campaign

(Sheng Li)

• Digital marketing and design

(Bridgette Mallett)

• Landing pages and inbound marketing

(Trevor Shea)

Understanding the Market using Data: Data Driven Decision Making

High potential market, rising fast in e-Commerce

• http://www.fashionunited.com/global-fashion-industry-statistics-international-apparel
• http://retailnext.net/en/blog/brick-and-mortar-vs-online-retail/
• Credit suisse
• Global apparel retail sales expected to reach $2 trillion by 2018.
• Current sales value of e-Commerce retailers is $294 billion.
• In 2020 over 1/4th of fashion retail will be generated online.

Customers driven by emotional purchases are less price sensitive

• Social and emotional values are more desirable than price and quality

values for most consumers purchasing these products.

• Consumers purchase mostly in terms of emotional gratification and

social benefits.

• Affluent consumers are less concerned with price, and suggests that

there is demand on upscale tropical attire.

Consumer perceived values of Hawaiian attire: the effects of socio-demographic factors Stephanie Inouye, Ting Chi and Linda Bradley Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, Washington, USA 10.1108/JFMM-05-2013-0067

Switzerland; best place to start our go to market strategy & benefit from Swiss e-Commerce factor

Swiss market

• 4.7 mill Swiss e-shoppers.
• The Swiss apparel retail industry had total revenues of $7.7bn in 2015.
• 52% of Swiss online sales were fashion items in 2015.
• Average online expenditure in one year is 1,946 CHF
• 66% of shoppers purchased from foreign sites due to 72% of these

considering to be better price. Swiss export potential “Swissness in Fashion Abroad”

• Swiss image for export.
• Highest Swiss export potential online IT Germany China and USA.

Netcomm Suisse

Swiss Conversion Data

• Conversion rate ~3%.
• 41% of e-sales fulfilled within retailer’s e-site complementary to

physical store.

• 38% of e-sales fulfilled in company’s flagship brand or company site.
• PayPal and Credit card compose 83% of preferred payment methods.
• Around 40% of e-sale barriers are from either lack of trust of online

payment methods or preference towards cash payment.

• Consumers trust more a brand with lenient return policies that gives

them flexibility.

• http://www.marketresearch.com/MarketLine-v3883/Apparel-Retail-Switzerland-10329700/

Recommendations for Old Captain Co.

• 1. Include e-Commerce channels in your sales strategy.

2.Engage in perceptions of base customers in order to be more profitable. 3.Focus on Switzerland for a consistent brand integrity and exploit the potential of one of the most profitable online markets. 4.Switzerland quality factor needs to be leveraged in communication to increase international sales.

Project Proposal

E-Commerce, Retail and Campaign

E-Commerce

• Few Options: In Sourcing and Out Sourcing
• Outsourcing: transfer inventory and distribution responsibilities to

third parties to sell Old Captain shirts

• Pay commission to the third party(yoox)
• In Sourcing: managing all aspects of e-Commerce ranging from

logistics to payment system

Outsourcing

• Outsourcing is more efficient at the initial stage
• Using well-known third parties’ resources, network, reputation and customers
• Has few negative effects:
• No direct contact with customers
• Less profits
• Solution: Establishing a well-functioned website
• Catalog to display images of every shirt and description
• Customer can leave reviews and learn more about Old Captain
• Monitoring traffic
• Link to where customers can buy

Physical stores

• As far as retail selling, outsourcing is also recommended
• Consignment with major departments stores like Macys, Saks, Liberty London
• B2B strategy: Selling to other retail stores
• Negative: Sale associates aren’t as passionate about the brand
• Solution: In addition to outsourcing, open an Old Captain boutique

store

• Employed with passionate Old Captain members who will provide exceptional

customer services

Launching Campaign

• After six month, launch research campaigns in the cities around the

world with potential markets

• Paris, London, Hawaii, New York
• Study data and information to decide to invest or not
• If answer is yes, Which way is better? Own boutique or outsourcing

Digital Marketing & Design

Primary Target Segments

Purchase decisions based on trends, quality, and emotion.

Brain Power

Feelings, Emotion, and Connection

Group Belonging

• Target consumers driven

by desire to be a part of the lifestyle and story of Old Captain

• Relay the lifestyle and

brand beliefs through emphasis on images and social content portraying travel, adventure, music and sports

Aversion to Loss – Seize the Opportunity

• Create anticipation and

urgency

• Limited Editions
• Prints, Collaborations

Hyperbolic Discounting

Purchase Incentive

• Seize the opportunity
• Swiss prefer cash over card
• Build loyalty with ability to see,

touch and try on before payment

Referrals

• Increase reachable market
• Influence repeat customers
• Word of mouth: free and

genuine

From Dialogue to Design

From Dialogues to Design

• OCC: Buon giorno! We are

Old Captain we create quality Swiss made apparel for adventurous creative people.

• OCC: We are a diverse group
• f individuals who appreciate

music, the arts, and most importantly travel.

• OCC: Join our crew and travel

with us!

Dialogue

From Dialogues to Design

• User: I like adventure, I’m

creative, and I want to be a part of this group. Lets see what products they have.

• OCC: Click on “Shop” and we

will show you what we offer, then, if you want you can learn more about who we are.

Dialogue

From Dialogues to Design

• OCC: Although we offer

shirts and antiques for everyone, did you know all

• ur shirts have a unique

history behind their design based on different areas of the world?

• OCC: Take a peak around

the map to learn more about these unique design elements or browse our items by category.

Dialogue

From Dialogues to Design

• User: Neat, I’m going to El

Salvador soon to escape the snow and surf lets’ see what type of shirts are based on that region.

• OCC: Central America is

known for its vibrant colors and culture. From the bright green tree frogs, red billed toucans, to the local dress and handmade crafts sold in the markets. This region is

• ne of nature’s most visually

vibrant destinations.

• OCC: Here are shirts we have

designed with Central America in mind.

Dialogue

From Dialogues to Design

• User: Wow, I didn’t know
• that. This shirt has an

interesting pattern let’s take a closer look.

Dialogue

From Dialogues to Design

• User: Haha, I didn’t even

realize the pattern consisted

• f birds from a distance how
• unique. I can see how this

relates to the vibrant culture

• f Central America.

Dialogue

From Dialogues to Design

• OCC: Swiss made is very

important to Old Captain because not only are the shirts made near the hometown of the designer they are also made by hand and due to this their quality is unquestionable.

Dialogue

From Dialogues to Design

• User: I’m sold, how can I

purchase this shirt?

• OCC: We currently have

two options you can find a boutique near you that carries this shirt, or you can order online from our dropshipping partner or an online boutique that supports our brand.

Dialogue

From Dialogues to Design

• OCC: Before checking out

here are a few ways you can stay up to date with us and to also share your story with

• ther members of the Old

Captain family.

Dialogue

From Dialogues to Design

Landing Pages & Inbound Marketing

OLD CAPTAIN, a Ticino based company crafting high-quality, luxurious DRESS SHIRTS by SWISS hands for active and adventurous people. #WANDERTHEWORLD Form: Name: Email: Phone: Address: Enquiry: OLD CAPTAIN Wear The World On Your Back!!

BARFLEUR TRAVEL in STYLE with EASE right from your SUITCASE!!

It usually starts with an IRON but not this time GENTS. Always look your best in a WRINKLE-FREE shirt crafted right in TICINO by SWISS hands. OLD CAPTAIN provides high-quality shirts for the adventurous spirit inside all of us. Buy now!! #WANDERTHEWORLD

La bella vita, starts with a beautiful BLOUSE. Crafted from the FINEST FABRICS by SWISS hands. OLD CAPTAIN provides SHIRTS for the adventurous spirits in a EXCLUSIVE market.

ANTALAHA

SWITZERLAND, Beauty in the heart of EUROPE now in your SUITCASE?!

Buy now!! #WANDERTHEWORLD

Search Marketing Keyword Analysis Landing Pages Analytics Link Building SEO Social Media Blogging YouTube Channel Instagram Monitoring Content Marketing Blogging Videos Music Articles Public Relations Media Relations Social Media Relations Cultural Relations Customer Relations

Inbound Marketing

Next Steps

• Create Pay Per Click campaigns
• Identify Outsourcing Partnerships
• Catalog on Website for potential buyers