Stilago: the fashion brand

online

Axel Steuernagel, Studio Moderna

Fashion Group

OUR STORY

Studio Moderna Fashion Group (SMFG) has been

established in the autumn of 2010 in Bratislava, Slovakia (60

km away from Vienna) as a subsidiary of Studio Moderna.

Studio Moderna is a unique, vertically-integrated commerce

platform with coordinated multi-channel distribution and

significant physical infrastructure across the region.

400 million consumers in 21 different countries across

Central & Eastern Europe.

Offer products in Fashion, Household & Fitness (e.g. own

brands such as TopShop, Dormeo and Kosmodisk) through

various channels:

✔Print

✔Telemarketing

✔Retail

✔Internet

✔Wholesale

✔DRTV (including own channels and TV

stations)

SMFG strives to bring branded global fashion goods to the CEE customers online.

BACKGROUND

Founded in October 2010 with a clear mission to allow our

members across Central and Eastern Europe to buy chic

and fashionable brands.

Our logistics centre and warehouse is located in Senec

(near Bratislava). (one warehouse for all 10 countries)

Our headquarter is located in Bratislava (60 km from

Vienna) with a strong multinational team of internet fashion

experts.

Stilago currently employs around 100 people from 15

different nationalities all across the CEE region.

Studio Moderna Fashion Group operates under the brand

Stilago, a leading e-commerce brand, representing:

Style

Smart Shopping

Exclusivity

Safety

Convenience

Fastest growing members-only fashion shopping

club in the CEE region.

It offers high discounts (up to 70%) for prestigious

fashion brands in limited time offers (three to five

days).

In the exclusive club section we sell high-quality “end of

season” collections from brand manufacturers.

Around 130 time- and volume-limited sales

campaigns are organized each month where an entire

sales campaign is prepared in-house in very short time.

Large variety of seasonal assortment around the

year at regular prices presenting quality and

exclusivity through a wide range of fashionable

brands obtained from suppliers all across Europe.

The assortment in this section is always available

without any restrictions featuring smart elegance,

chic lifestyle and the latest fashion trends.

The brand assortment includes clothing for both

men and women in various age groups,

accessories, footwear, trendy living and beauty

products.

OUR CONCEPT

OUR GROWTH & FIGURES

On average close to 650 sales campaigns across all 10

countries (2011).

Currently, present in Czech Republic, Greece, Latvia, Lithuania,

Poland, Romania, Russia, Slovenia, Slovakia, and Ukraine.

Operate under the brand Stilago, positively recognized as the

fastest growing e-commerce company in the CEE region with

member registrations monthly increasing by 50%.

Great potential to reach a large proportion of the active online

shoppers in various areas of Central Eastern Europe with a rapidly

60% increase in amount of unique visitors (AVG).

Employ around 100 people from 15 different nationalities to

ensure strong local understanding of each market and sharing best

practices across all countries.

Cover over 500 brand manufacturers and establish strategic

partnerships with some of our current suppliers.

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012

in M

illio

ns

Membership growth*estimation

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012

in M

illio

ns

Unique visitors*estimation

SOME OF OUR SELECTED BRAND PARTNERS

Rules of simple

online marketing

Mirela Čanić, Studio Moderna

Fashion Group

E-COMMERCE CHANGED THE GAME

Consumers hold the „power“

Selection

Voice of a brand

Demands

Know your customer (targeting)

Preferences

Values

Behaviour

Motivation

Find out their „pain“ and offer them „painkiller“!

Step 2:

EVALUATE

Step 3:

STIMULATE

Step 4:

REWARD

Step 5:

AGREGATE

Step 6:

TAKE ACTION

Step 1:

ASK

E-MAIL MARKETING

Database

AVG monthly growth 50%

Daily newsletters

Loyalty program - retention

Targeting

Focused lead generation

Highly engaged users

VIP treatment

Segmentation

Tracking history

Observe behaviour

Customer survey/forums

Relevant content

BLOG

SEO - increase organic traffic

Backlinking

Brand awareness

Engagement/benefit

Original content - neutral

Interactive with users

Their own articles

Comment

Q&A

Ambassador

10.000 organic visitors/month (SI)

FACEBOOK

Over 76.000 active fans (across 10 countries)

10% of monthly turnover

Daily activities

Customer care

Sharing opinion

Engaging users (9%)

Decision making

Expressing preferences

Commenting

Games

Polls

ONLINE VIDEO CONTENT

360° product pictures

Product videos

Brand introduction

Fashion interviews

Video styling advices

Close to 50.000 video views

CTR: 10%

43% target group

Live stream seasons

Q&A

Styling advices