nelly.com - jarno vanhatapio - efashion15
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Efashion Amsterdam
Nelly.com historyThe market and the consumers 2015
Jarno Vanhatapio Amsterdam, May 2015
• Privately founded E-comm start up by Jarno Vanhatapio in Borås, 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
• Privately founded E-comm start up by Jarno Vanhatapio in Borås, 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
Efashion Amsterdam
Nelly.com
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
93110
82
63
43,5
19,5
574% growth between 2008-2010. 90% domestic sales+5% profit margin. 195K followers on instagram.
MEURO
6
126*
Nelly 2003-2012My own reflections.Top 3 reasons for Nelly.com´s succéss in the Nordic area/Europe
(Other than the obvious fashion reasons)
Nelly 2003-2012Third fastest growing company in Sweden.Nelly grew from 7m euro to 70m euro in turnover in 36 months.
(2008-2011)
Nelly 2003-2012Nelly succéss factors 2003-2011
My reflections
• Marketing outside the box - Free and Viral.
Nelly 2003-2012Nelly succéss factors 2003-2011
My reflections
• Marketing outside the box - Free and Viral.• Private labels – Unique products.
Nelly 2003-2012Nelly succéss factors 2003-2011
My reflections
• Marketing outside the box - Free and Viral.• Private labels – Unique products.• Eye on the customer – Open to buy budget.
Nelly.com is history for me now…Where is the market headed now
And 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 mindset
Efashion Amsterdam
To be able to look forward we need to look backwards.How did the consumers think 2014?
Efashion Amsterdam
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
The consumer 2015
Curies
AwareSafe
SearchingImpatient
LazyUnconcentrated
EmpathicAmbassadeur
Egocentric (Selfies)
Efashion Amsterdam
Efashion Amsterdam
The consumer 2015
Curious
Safe
AwareSearching
ImpatientLazy
UnconcentratedEmpathic
AmbassadeurEgocentric
The consumer 2015
Curious
Safe
AwareSearching
ImpatientLazy
UnconcentratedEmpathic
AmbassadeurEgocentric
The market 2015
Global / Unique
Hybrid business models
TransparentPrice aware
Efashion Amsterdam
The market 2015
Global / Unique
Hybrid business models
TransparentPrice aware
Winning companies 2015
Global / Unique
Hybrid model
Price awareRelevent
ServicemindedFrictionless
Easy layout / InspireringSocially avare (CSR)
Share friendlyPersonal / Engaging
Efashion Amsterdam
The consumer 2015
Curious
Safe
AwareSearching
ImpatientLazy
UnconcentratedEmpathic
AmbassadeurEgocentric
The consumer 2015
Curious
Safe
AwareSearching
ImpatientLazy
UnconcentratedEmpathic
AmbassadeurEgocentric
The market 2015
Global / Unique
Hybrid business models
TransparentPrice aware
Winning companies 2015
Global / Unique
Hybrid model
Price awareRelevent
ServicemindedFrictionless
Easy layout / InspireringSocially avare (CSR)
Share friendlyPersonal / Engaging
Efashion Amsterdam
The consumer 2015
Curious
Safe
AwareSearching
ImpatientLazy
UnconcentratedEmpathic
AmbassadeurEgocentric
The market 2015
Global / Unique
Hybrid business models
TransparentPrice aware
Winning companies 2015
Global / Unique
Hybrid model
Price awareRelevent
ServicemindedFrictionless
Easy layout / InspireringSocially avare (CSR)
Share friendlyPersonal / Engaging
Efashion Amsterdam
The consumer 2015
Curious
Safe
AwareSearching
ImpatientLazy
UnconcentratedEmpathic
AmbassadeurEgocentric
The market 2015
Global / Unique
Hybrid business models
TransparentPrice aware
Winning companies 2015
Global / Unique
Hybrid model
Price awareRelevent
ServicemindedFrictionless
Easy layout / InspireringSocially avare (CSR)
Share friendlyPersonal / Engaging
Efashion Amsterdam
Nelly 2003-2012
Nelly.com.com 2003(Other: ASOS.com, Zalando.com, Nastygal.com etc.
Digital Commerce with long tail)
Efashion Amsterdam
Nelly 2003-2012The third (and current) generation…(SEARCH, BROWSE and CONTENT – sites)
PASSION SHOPPING
Efashion Amsterdam
Nelly 2003-2012
Nelly.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 Amsterdam
Nelly 2003-2012>
Possible way to use images/videos to adjust to the new consumers
Efashion Amsterdam
Efashion Amsterdam
Nelly.com
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
93110
82
63
43,5
19,5
574% growth between 2008-2010. 90% domestic sales+5% profit margin. 195K followers on instagram.
MEURO
6
126*
Efashion Amsterdam
Nelly.com
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
93110
82
63
43,5
19,5
55*
10,7
MEURO
2,7
DanielWellington.com 1196% growth between 2012-2014. 2% of it sales in Sweden. 40% profit margin. 972K followers on instagram.
6,3
200*
126*
574% growth between 2008-2010. 90% domestic sales+5% profit margin. 195K followers on instagram.
Conclusion:
1. Crossborder hybrid business model (Like Wish)2. Frictionless and easy
3. Images are the new words
Efashion Amsterdam
“I have not failed. I have found 10.000 waysthat doesn´t work…”
– Thomas Edison, inventor of the fonografand the first usable light bulp.
Efashion Amsterdam
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