Nelly.com - Jarno Vanhatapio - eFashion15

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Efashion AmsterdamNelly.com historyThe market and the consumers 2015

Jarno Vanhatapio Amsterdam, May 2015

Nelly.com historyEfashion Amsterdam Privately founded E-comm start up by Jarno Vanhatapio in Bors, Sweden Launched September 2003.

September 2007 MTG Online acquired 90% of Nelly.com. 2010 MTG Online became CDON Group and listed on Nasdaq OMX.

Nelly.com brand awareness: 94%. Ages 15-35. 2011

4 Privately founded E-comm start up by Jarno Vanhatapio in Bors, Sweden Launched September 2003.

September 2007 MTG Online acquired 90% of Nelly.com. 2010 MTG Online became CDON Group and listed on Nasdaq OMX.

Nelly.com brand awareness: 94%. Ages 15-35. 2011

5

Efashion AmsterdamNelly.com 2005200620072008200920102011201220132014201593110826343,519,5574% growth between 2008-2010. 90% domestic sales +5% profit margin. 195K followers on instagram.MEURO6126*

Nelly 2003-2012My own reflections.Top 3 reasons for Nelly.coms succss in the Nordic area/Europe(Other than the obvious fashion reasons)8Nelly 2003-2012Third fastest growing company in Sweden.Nelly grew from 7m euro to 70m euro in turnover in 36 months.(2008-2011)9Nelly 2003-2012Nelly succss factors 2003-2011

My reflectionsMarketing outside the box - Free and Viral.10My reflectionsMarketing outside the box.

11Nelly 2003-2012Nelly succss factors 2003-2011

My reflectionsMarketing outside the box - Free and Viral.Private labels Unique products.12

Nelly 2003-2012Nelly Trend & Nelly ShoesNelly.com 2012

13Nelly 2003-2012Nelly succss factors 2003-2011

My reflectionsMarketing outside the box - Free and Viral.Private labels Unique products.Eye on the customer Open to buy budget.14

Nelly.com is history for me nowWhere is the market headed nowAnd how to capitalize on it?Efashion Amsterdam

Everything changes and right noweverything is changing faster than ever before

Thanks to social media, the global transparencyand consumers online mindsetEfashion Amsterdam

It took England 37 years to double its GNP (BNP) India only needed 10 yearsEfashion Amsterdam

To be able to look forward we need to look backwards.How did the consumers think 2014?Efashion Amsterdam

2014 from Googles perspectiveEfashion Amsterdam

Di Vrlden 2015film

Fearless, Curious, Optimistic, Aware, Unique2014Efashion Amsterdam

Efashion Amsterdam2015 will continue where 2014 ended...

2015 we are even more in the hands of the consumer

To understand coming e-com trends, you needto understand the new consumers and the market.

Efashion Amsterdam

My 2015 perspective on the consumer and the market.Efashion Amsterdam

The consumer 2015

Efashion Amsterdam

The consumer 2015CuriesAwareSafeSearchingImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric (Selfies)

Efashion Amsterdam

Efashion Amsterdam

The consumer 2015CuriousSafe

AwareSearching

ImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric

The consumer 2015CuriousSafe

AwareSearching

ImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric

The market 2015Global / UniqueHybrid business models

TransparentPrice aware

Efashion Amsterdam

The market 2015Global / UniqueHybrid business models

TransparentPrice aware

Winning companies 2015Global / UniqueHybrid model

Price awareRelevent

ServicemindedFrictionlessEasy layout / InspireringSocially avare (CSR)Share friendlyPersonal / Engaging

Efashion AmsterdamThe consumer 2015CuriousSafe

AwareSearching

ImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric

The consumer 2015CuriousSafe

AwareSearching

ImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric

The market 2015Global / UniqueHybrid business models

TransparentPrice aware

Winning companies 2015Global / UniqueHybrid model

Price awareRelevent

ServicemindedFrictionlessEasy layout / InspireringSocially avare (CSR)Share friendlyPersonal / Engaging

Efashion Amsterdam

The consumer 2015CuriousSafe

AwareSearching

ImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric

The market 2015Global / UniqueHybrid business models

TransparentPrice aware

Winning companies 2015Global / UniqueHybrid model

Price awareRelevent

ServicemindedFrictionlessEasy layout / InspireringSocially avare (CSR)Share friendlyPersonal / Engaging

Efashion Amsterdam

The consumer 2015CuriousSafe

AwareSearching

ImpatientLazyUnconcentratedEmpathicAmbassadeurEgocentric

The market 2015Global / UniqueHybrid business models

TransparentPrice aware

Winning companies 2015Global / UniqueHybrid model

Price awareRelevent

ServicemindedFrictionlessEasy layout / InspireringSocially avare (CSR)Share friendlyPersonal / Engaging

Efashion Amsterdam

But what does this mean for my business?Efashion Amsterdam

Your market approach needs to be adjustedYour product needs to be adjustedEfashion Amsterdam

Marketing approachEfashion Amsterdam

Marketing reversedThink backwardsEfashion Amsterdam

Efashion Amsterdam

Build followers >

Engage >

Convert $$$

One more timeEfashion Amsterdam

Efashion Amsterdam

History of E-commerce(Example of change)

Efashion AmsterdamNelly 2003-2012

The first generation(SEARCH sites)

Efashion Amsterdam42Nelly 2003-2012Amazon.com 1995(Other: Ebay.com etc. Commodity Commerce)

Efashion Amsterdam43Nelly 2003-2012

The second generation(Browse sites)

Efashion Amsterdam44Nelly 2003-2012Nelly.com.com 2003(Other: ASOS.com, Zalando.com, Nastygal.com etc.Digital Commerce with long tail)

Efashion Amsterdam45Nelly 2003-2012

The third (and current) generation(SEARCH, BROWSE and CONTENT sites)PASSION SHOPPING

Efashion Amsterdam46Nelly 2003-2012Nelly.com.com 2003(Other: ASOS.com, Zalando.com, Nastygal.com etc.)

TheFancy.com 2010(Other: Fab.com, Pinterest.com, Tumblr.com etc.Emotional, inspirational & passion commerce)

Efashion Amsterdam47Nelly 2003-2012

The future of e-comm(My beliefe)Efashion Amsterdam48Nelly 2003-2012

Its all about images and video(Content, content, content)Efashion Amsterdam49Etail Show Europe 2015

50Nelly 2003-2012

Hybrid business models(Discovery Shopping)Efashion Amsterdam51Nelly 2003-2012

>

Possible way to use images/videos to adjust to the new consumers

Efashion Amsterdam52

Efashion AmsterdamDare to go international! Crossborder shopping is the sh*t!

Efashion AmsterdamNelly.com 2005200620072008200920102011201220132014201593110826343,519,5574% growth between 2008-2010. 90% domestic sales +5% profit margin. 195K followers on instagram.MEURO6126*

Efashion AmsterdamNelly.com 2005200620072008200920102011201220132014201593110826343,519,5 55*10,7MEURO2,7DanielWellington.com 1196% growth between 2012-2014. 2% of it sales in Sweden. 40% profit margin. 972K followers on instagram.6,3200*126*574% growth between 2008-2010. 90% domestic sales +5% profit margin. 195K followers on instagram.

Conclusion:

Crossborder hybrid business model (Like Wish)Frictionless and easyImages are the new wordsEfashion Amsterdam

I have not failed. I have found 10.000 waysthat doesnt work

Thomas Edison, inventor of the fonografand the first usable light bulp.Efashion Amsterdam

Thank you! Q & AJarno Vanhatapio Amsterdam, May 2015Efashion Amsterdam

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