efashion12 - sabine pick - pick consulting
TRANSCRIPT
The Japanese Way
How Consumers, Brands and
Retailers use the Online Fashion
Market in Japan
Sabine Pick
E-Fashion, Amsterdam
June 21st, 2012
Japan
2
What I will talk about
Japanese Reality
What‘s Happening Online
Successful Companies
Strategies
3
E-Malls
E-Wallets
Social Networks
Social Fashion Services
Fashion Apps
GPS Based Promotions
Japan
4Japanese Reality
Japan
World’s 2nd largest
Retail Market
127.5 Million Japanese
Urban population of 79%
People = Shops
5Japanese Reality
The Japanese Consumer
Shopping is Hobby
Choose Smartphones & Tablets
Commute on Public Transport
Stay Connected
Value Convenience
6Japanese Reality
The E-Commerce Market
Retail Sales Share of 10%
3,4% in Europe
Online market to hit ¥14 trillion by 2016
≥ doubling in market value
Social Networks are Key Factor
Shopping Apps important
What's Happening Online 7
What‘s Happening Online
E-Malls
E-Wallets
Social Networks
Social Fashion Services
Fashion Apps
GPS Based Promotions
8What's Happening Online
E-Wallets
Smart Cards and Mobile Phones
• Storing and dispensing money
• Allow marketing promotion and shopper
analysis
• Rakuten has own system
10What's Happening Online
Social Networks
Gree
Mobage
Mixi
Japanese
International
11What's Happening Online
12What's Happening Online
Social Fashion Services
13What's Happening Online
Social Fashion Services
14What's Happening Online
Social Fashion Services
• Allows users to post photo collages
• Usually shared through
Facebook, Mixi, Twitter
E.g. iQon (www.iqon.jp)
• Deals with 40 e-commerce sites
• Ties with fashion magazines
• Core demographics 20s female consumers
15What's Happening Online
Fashion Apps
Dedicated Apps for easier shopping
• Camera and GPS of smart phones as basis
• For on- and offline shopping
• Examples include „finddog“ and „shoplier“
16What's Happening Online
Finddog
17What's Happening Online
Finddog
18What's Happening Online
Finddog
19What's Happening Online
Finddog
20What's Happening Online
Finddog
21What's Happening Online
GPS-based Promotions
Retailers try increasingly
• Location based coupons/promotions
• Tracking customers GPS
• Through separate apps or Facebook
22What's Happening Online
Example
GPSBased
Promotions
Mobile Apps
Social Fashion Service
Online
Shop
853
Stores
Web
Page
23Successful Companies
You Tube
Social Fashion Service
Mobile Apps
Web
Page
97
Stores
Online
Shop
Blogs
E-
Malls
Example
24Successful Companies
You TubeTwitter
15
Stores
Online
Shop
Web
Page
Example
Blog
25Successful Companies
Strategies
Company Priorities
• Need High Ranking in
Search Engines
• Raise Visibility within
Social Networks
• Have Smartphone
Apps
Consumer Priorities
• Easy Shopping
• Convenient to use
• Free Shipping
26Strategies
Successful Retailers & Brands
• Cross Check
• Cross Channel
• Cross Promote
27Strategies
