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From Greece ...to the World
Panos Patronidis – Chief Commercial Officer
Altex Group of Companies
Βήματα επέκτασης στις Ευρωπαϊκές Ηλεκτρονικές
Αγορές
0102
0304
0506
07Experience led us to transform the existing network of Funky Buddha stores according to the latest trends of international Retailing and CROSS BORDER e-commerce
The IdeaConcept Designers and Fashion Specialists worked hand in hand to deliver a new, fresh and sophisticated CONCEPT housing all collections of the Brand under one roof
New Concept
We incorporated all ideas from our fashion team and combined it with the experience of our managers to expand not only in our Home- Country, but also worldwide
IdeasWe seek to expand worldwide, having already a sound presence in Europe, developing the international Funky Buddha Network, ON- and OFFLINE
Develop
The new concept had to be in-line with the philosophy of the brand but at the same time to give a maximum of shopping experience to all clients, both ON- and OFFLINE
Planning Communicate Testing
To communicate our Brand Philosophy to the customer and to become one of the leading Retailers was not only a dream, but a necessity in todays demanding fashion scene
The concept was tested and retested and after a thorough pilot phase, the Funky Buddha stores were ready to become a fashion milestone on the market
A global OMNICHANNEL fashion Retailer
High Quality
Low Quality
High Price
Low Price
Tommy Hilfiger DENIM
Pull&Bear
Zara
Perceptual Map
Hollister
A&FSuperDry
Scotch & Soda
H&MAeropostale
Jack & Jones
Pepe Jeans
Tom Tailor
American Eagle
2003 Start-up with a significant success
2005Rapid development of the Brand
2010 Preparation of new brands and systematic wholesale development
Funky Buddha
2013Development of different shop concepts – SIS - Corners
2014 National Development & Retail Experience in ALL CHANNELS
2015Becoming a Global omnichannel Retailer – Launch of e-commerce
The Turnover
2017 Focus on European Expansion
Major International e-Market Places in Europe 2018-20
4,55,5
7,8
9,5
13,3
16,7
19,1
20,5
18,9
0
5
10
15
20
25
2012 2013 2014 2015 2016 2017 2018 2019 2020 (proj)
Yearly Turnover
mil €
⚡ Distribution Channels / Country
3 3
2
1 1 1
2
4 4
2
3 3
1 1
2
1
3
11 1
1
1 1
1 1
1
1 1
1
1
1
1
1
COUNTRIES (3/2020)
e-Marketplaces Wholesale Retail
⚡ 18 Countries
3 3
2
1 1 1
2
4 4
2
3 3
1 1
2
1
3
1
A U S T R I A B E L G I U MC H E Z R E P U B L I K C Y P R U S D E N M A R K F I N L A N D F R A N C E G E R M A N Y G R E E C E I T A L I A N E T H E R L A N D S P O L A N D R O M A N I A R U S S I A S P A I N S W E D E N S W I T Z E R L A N DU N I T E D K I N G D O M
COUNTRIES WITH MARKET PLACE PRESENCE ( 1/2020)
e-Marketplaces
11
22
33
The Roadmap to becoming an international e-(Re)Tailer
13
Perfect Customer Service
Maximum Promotion / Exposure
Maximum Sales
Perfect Product
SWOT Analysis
14
StrengthsAttractive PricesAttractive Styles
Fashion Know How
WeaknessesWeak WinterwearSlow response to Market Demand
OpportunitiesDifferent Markets
Growth Opportunity
ThreatsInternational Brands – BIG RetailersHuge Competition
SWOT
Test & Evaluation:
• Selection:
• Some will work
• Some will not work
• Decision:
• Select the easy / safe way
• Select complimentary channels
• Calculate your costs
How to startA Step-by-Step Guide
EasyTo Handle
HardTo Handle
1
2
On to One
Manual
1
2
Integrators
Integrators
Points to consider
• Products: Different Products / Country / Channel
• Product Information Management (PIM)
• Value Mapping / Channel
• Qualitative Translations
• Prices - Discounts - Promos / per Country / per Channel
• Sales Periods / per Country
• Return Policies / Return Handling
• Photos / Content (HQ)
• Customer Service
• Marketing (ZMS) – Affiliates – Cross Channels
Also, please keep in mind ...
• Legal Requirements / Issues / Fraud Protection
• Fiscal Issues – VAT & Tax Regulations
• Import Regulations (CH - UK - RU etc.)
• Return Management:
• High return rates (>50%)
• Long return periods (90-100 days)
Final Evaluation
+ -+ Growth Potential - High Initial Set-up Cost
+ Brand Awareness - Intensive Preparation Phase
+ New Market Penetration - High Logistics Cost
+ Simplified e-commerce One Stop Shop Operations
- Fees & Commissions (Integrator – Marketplaces)
+ Intl. Customer Service - High return rates
+ Streamlined Fulfillment Operations & Stock Optimization
- Intensive Backoffice Support & need for HQ Content Creation
+ Liquidation Solutions - Tax & VAT Rules