Post on 24-Jul-2018
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
1) Themarketplaceforonlinefashionresalecontinuestoevolverapidly.Followinganinitialwaveofonlinefashionconsignmentstartups,weakerplayershavegoneoutofbusinessandstrongerplayershavegrownandattractedmoreinvestmentfundingtopropeltheirfurthergrowth.
2) However,thereislikelytoberoomforonlyoneortwoplayersineachsubsectoroftheapparelresalemarket,asfashion“re-commerce”websiteswillhavetocompetefiercelyforbothinventoryandcustomers.
3) Thedigitalsecondhandapparelsectorwilllikelycontinuetogrow,boostedbyglobalexpansion,increasedseasonalinventorysupplyanddemand,millennialpenetration,brandmomentuminthefull-priceretailchannelandtheinvestmentnatureofcertainluxuryproducts.
4) Wehavealsoseentheemergenceofplatformstargetingnicheproductmarketssuchassneakerresalesandsocialmediapeer-to-peerresaleappssuchasDepopthattargetspecificdemographicgroups.
Deep Dive: Fashion
Re-Commerce Evolution
Deborah Weinswig
Managing Director,
Fung Global Retail & Technology
deborahweinswig@fung1937.com
US: 917.655.6790
HK: 852.6119.1779
CN: 86.186.1420.3016
2
February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
TableofContents
Introduction…………………………………………………………………………………………………………………………………………………..3DefiningRe-Commerce.......................................................................................................................................3AnEvolvingSector...............................................................................................................................................3
ContinuedInvestorInterestinFundingApparelRe-CommerceCompanies…………………………………………………….4
Low-to-Mid-PriceOnlineResalePlayers…………………………………………………………………………………………………………5ThredUP..............................................................................................................................................................5Poshmark............................................................................................................................................................5
LuxuryGoodOnlineResalePlayers………………………………………………………………………………………………………………..5TheRealReal........................................................................................................................................................5Tradesy................................................................................................................................................................6VestiaireCollective..............................................................................................................................................6
FiveCatalystsforRe-CommerceGrowth………………………………………………………………………………………………………..6
Depop:InstagramMeetseBay……………………………………………………………………………………………………………………….9
NicheStreetwearResellers:StadiumGoods…………………………………………………………………………………………………..9
KeyTakeaways………………………………………..…………………………………………………………………………………………………..10
3
February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
IntroductionDefiningRe-CommerceFashionretailisbeingreshapednotonlybye-commerce,butalsoby"re-commerce"—consumersbuyingandsellingpre-ownedapparelonline.Thefashionresaletrendisoneofanumberofinnovativeforcesimpactingapparelretailing,whichwearecoveringacrossourOn-Trendseriesofreports.
Onlinemarketplaceshavemadeitmucheasierforconsumerstobuyandsellsecondhandclothing,footwearandaccessories.Luxurygoodsareespeciallypopularinthere-commercechannel,astheirhigherpricesgiveconsumersgreaterincentivestobuyandresellthem.Re-commercecompanieshaveadoptedavarietyofdifferentbusinessmodels,includingdirectrepurchase,consignmentsalesandfacilitatingpeer-to-peersales.
Onlineresalecompaniesprovidesellerswithaugmentedservicessuchasphotographing,pricingandpostinginventoryinformationonline.Sellersarepaidformerchandiseeitherupfrontoronconsignment,whichmeansthatthesellerisonlypaidoncethemerchandiseissold.
Peer-to-peermarketplaceplatformsfacilitatethematchingofinventorysellersandbuyersandchargeacommissiononeachsale.Inapeer-to-peermodel,buyersandsellersconnectwitheachotherdirectly,thewaytheydooneBay.
AnEvolvingSectorThemarketplaceforfashionre-commercecontinuestoevolverapidly.Followinganinitialwaveofonlinefashionresalestartups,weakerplayershavegoneoutofbusinessandstrongerplayershavegrownandattractedmoreinvestmentfundingtopropelfurthergrowth.
Itisdifficulttoarriveatanaccuratemarketsizeforthissector,sinceallthecompaniescurrentlyoperatinginitareprivateanddonotdisclosesalesfigures.However,oneofthemajorresaleplayers,ThredUP,hasestimatedthattheUSapparelresalemarketwillgrowata6%CAGRover10years,from$14billionin2015to$25billionin2025.
Source:Thredup.com
TheUSapparelresalemarketisestimatedtogrowata6%CAGRover10years,from$14billionin2015to$25billionin2025.
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
BesidesThredUP,othermajorcompaniesintheonlinere-commercespaceintheUS,theUKandEuropeincludePoshmark,Tradesy,TheRealRealandVestiaireCollective.Wepublishedourfirstdeep-divereportontheonlineresaleandconsignmentmarketinJanuary2016.Thatreportprofiledallfiveofthesemajorre-commercecompaniesandtheirbusinessmodels.Readerscanfindthatreportatbit.ly/FashionResale.
Inthisupdate,wediscussthecontinuingevolutionandgrowthoftheapparelre-commercesegment.Weanalyzemarketcharacteristicsandthemainplayers,anddiscussfivefactorsthatarelikelytoboostthefashionre-commercesector.Finally,weprofiletwonew,niche-focusedresaleplatforms,DepopandStadiumGoods.
ContinuedInvestorInterestinFundingApparelRe-CommerceCompaniesSince2009,investorshavepouredmorethanhalfabilliondollarsinventurefundingintoapparelresalecompanies,andre-commerceremainspopularatmassmarket,middlemarketandluxurypricepoints.AccordingtoFashInvest,afashioninvestmentcommunity,investorsinvestedmorethan$175millionintheonlineresellingindustryin2016.
• VestiaireCollective,aFrance-basedonlineresellingplatformforluxurygoods,secured$62millioninfundinginJanuary2017,bringingtotalfundsraisedto$130millioninfivefundingroundssincethecompany’sfoundingin2009.
• Swap.comraised$20millioninDecember2016,bringingitstotalfundingtoapproximately$50million.ThecompanycurrentlyoperatesaChicagowarehousethatisthesizeofsixfootballfields.
• TheRealRealhasraisedatotalof$122millionsince2011andThredUPhasraised$131millionsinceitsfoundingin2009,accordingtoVentureBeat.Poshmarkhasraisedmorethan$70millioninfunding,accordingtoWomen’sWearDaily.
Figure1.SelectedRe-CommerceCompanies:TotalFundingRaisedSinceCompanyFounding(USDMil.)
Source:Companyreports/FungGlobalRetail&Technology
130 123
75 70
VesjaireCollecjve TheRealReal Tradesy Poshmark
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Despitecontinuedinvestorfundinginterest,thereisroomforonlyoneortwoplayersineachsubsectoroftheapparelresalemarket,asfashionre-commercewebsiteshavetocompetefiercelyforbothinventoryandcustomersinordertobenefitfromeconomiesofscaleandachieveadequateprofitabilitymargins.
Low-to-Mid-PriceOnlineResalePlayersUS-basedThredUPandPoshmarkleadinthelow-to-mid-priceonlineresalesegment.
ThredUPThredUPisthemostmainstreamandwell-knownonlinefashionreseller,anditclaimstohavebeenthefirsttoentertheindustry.
PoshmarkPoshmarkhas1.5millionsellersthatoffer4millionitemsdaily.ShoppersonthePoshmarkappspendanestimated25minutesdailyonitandopenitseventoeighttimeseachday.AccordingtoPoshmark,oneinevery50USwomensellssecondhandclothingviaitsmarketplace.
Figure2.SelectedRe-CommerceCompanies:TotalNumberofMembers,2016(Mil.)
Source:VentureBeat/Women’sWearDaily/BusinessofFashion/FinancialTimes/FungGlobalRetail&Technology
LuxuryGoodOnlineResalePlayersThethreemainplayersinthepremiumandluxurysecondhandfashionresalemarketplaceareTheRealRealandTradesy(bothbasedintheUS)andVestiaireCollective(basedinFrance).Thesethreecompaniesareprofiledinmoredepthinourfirstresalereport,atbit.ly/FashionResale.
TheRealRealTheRealRealhas5millionmembersworldwideandisestimatedtohavedoubleditsgrossmerchandisevalue(GMV)yearoveryearin2016:
• Thecompanypaidout$200milliontoconsignorsin2016andisestimatedtopayout$300–$350millionin2017.
6.0
5.0 5.0 5.0
1.5
VesjaireCollecjve
TheRealReal Tradesy Depop Poshmark
TheRealRealhas5millionmembersworldwideandisestimatedtohavedoubleditsGMVyearoveryearin2016.
Since2009,investorshavepouredmorethanhalfabilliondollarsinventurefundingintore-commercecompanies.
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
• Halfofconsignorsthatusetheplatformhaveneverconsignedbefore.
• About98%oftheitemslistedonthewebsitesellwithinthreemonths.
• TheRealRealoperatestemporaryphysicalpop-upshops,andthecompanyplanstoopenonepermanentphysicalstoreintheUSinthefuture.
Figure3.TheRealReal:GMV(USDMil.)
Source:Women’sWearDaily/FungGlobalRetail&Technology
Tradesy• Tradesyhas5millionmembers.
• TheaverageordervalueonTradesyis$300andthesiteisestimatedtohavereached$300millioninsalesin2016.
VestiaireCollective• TheVestiareCollectiveplatformhas6millioncustomersacross48
countriesandconsignorsin17countries.Thecompanylists600,000itemsforsale,and4,000newproductsarelisteddailyonthesite.
• FranceisVestiaireCollective’smainmarket,representing35%oftotalsales.ThecompanyisalsoaleadingplatformintheUK,Germany,SpainandItaly.
• VestiaireCollectivecustomersspentanaverageof$427in2016,versus$371in2015.Thecompany’sCEOstatedthatannualsalegrowthhasaveraged70%.
FiveCatalystsforRe-CommerceGrowthWeseefivekeyfactorsconspiringtoboostthefashionre-commercesector.
1. Thereisroomforglobalexpansion:
• VestiaireCollectiveplanstodedicateitslatestroundofinvestmentfinancingfundstointernationalexpansion,inparticularintheUSandAsia.
100
200
400
2014 2015 2016
Weseefivekeyfactorsconspiringtoboostthefashionre-commercesector.
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Approximately77%ofshoppersandconsignorsconsideraluxuryproduct’sresalevaluewhentheybuyatfullpriceatretail.
• TheRealRealplanstoaddmoreinternationalconsignmentsellers.Thesiteshipsinternationally,butconsignorsarecurrentlybasedonlyintheUS.
2. Full-pricebrandmomentumstimulatesdemandintheresalemarketandhasasignificantimpactontheresalevalueofbrandedproducts:
• Theresalemarkettendstoreflectchangesandtrendsintheretailmarket.
• ThredUPreportedthatactivewearwasamongthefastest-movingcategoriesonitssitein2016,reflectingthecontinuedmomentumoftheathleisuretrend.
• Thearrivalordepartureofacreativedirectorataluxurygoodscompanytendstohaveanimpactonconsumerinterestinabrandandtoincreasetheresalevalueofcurrent,previousandfuturecollections.Forexample,theappointmentofHediSlimaneatYvesSaintLaurentresultedina275%increaseinresalesofcertainofthebrand’sproductsduringhistimeatthefashionhouse.AndtheresalevalueofsomeChristianDiorproductsincreasedby25%inthethreemonthsfollowingRafSimons’departurefromthecompanyinOctober2015,comparedwiththethreemonthsbefore.
• TheRealRealsaysthat77%ofitsshoppersandconsignorsconsideraproduct’sresalevaluewhentheybuyatfullpriceatretail.
• Intermsofspecificluxuryproductcategories,bagconsignmentsellersaregenerallyabletorecoupthehighestpercentageoftheoriginalretailsaleprice.Theyarefollowedbyconsignorsofshoesandready-to-wearapparel,accordingtoVestiaireCollective,whichhasalsolaunchedaresalecalculatorthathelpssellersestimateresaleincome.
Figure4.SelectedLuxuryGoods:PriceRecoup%ofOriginalRetailValue,
Source:VestiaireCollective/FungGlobalRetail&Technology
75%
57%
40%
Bags Shoes Apparel
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Approximatelyone-thirdofTheRealReal’sconsumersaremillennials.
3. Consumersseecertainluxuryproductsasinvestments,whichsupportsthehigh-endresalesegment:
• Limited-editionitemsarehighlysoughtafter,andsomeitemsarefashioninvestmentsthathavehighresalevalue.
• Theresalebusinessisespeciallypopularforprestigioushandbags.Thereisevenahandbaginvestmentindex,TheRareHandbagIndexfromonlinemarketplaceJustCollecting.Theindexincreasedbyjustunder8%annuallybetween2004and2016,andoneparticularChanelpurseincreasedinvaluebymorethan230%duringtheperiod.
4. Inventorysupplyanddemandseeseasonalincreases:
• ResaleinventorysupplyincreasesduringAprilandMayandagaininOctoberandNovemberasconsumerschangeovertheirseasonalwardrobes.
• Unwantedholidaygiftsalsoincreaseresalemerchandiseinventory.InJanuary2016,thenumberofitemsonSwap.commarkedwithanewtagjumpedbyabout25%fromthemonthlyaverage,andSwap.comexecutivesanticipatedasimilarsurgefor2017.PoshmarkexpectsitsconsignmentlistingstodoubleinFebruaryandMarch2017fromthelastfewmonthsof2016asconsumersusethesitetogetridofunwantedholidaygifts.
5. Millennialmarketpenetrationislikelytoincrease:
• Approximatelyone-thirdofTheRealReal’sconsumersaremillennials.
• Poshmark,apeer-to-peerapparelresalemarketplacefoundedin2011,hasapproximately1.5millionsellers.Thecompanyclaimsthatonein50womenintheUSsellsecondhanditemsonitsmarketplace.Poshmark’slargestuserdemographicincludescollegestudentsandmillennials.
Source:Poshmark.com
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Depop:InstagramMeetseBayAsre-commercehasevolved,social-media-type,peer-to-peerfashionresalemarketplaceappshaveemerged,enhancingtheonlineresalemarketplaceforcustomerstotradeitems.Meanwhile,opportunitiesremainforresalemarketplacesservingnichecategories,suchassneakerresales,ortargetingspecificdemographicgroups.Depopisacompanythatcombineseachoftheseelements.
DepopisaUKsecondhandfashionappthatwasintroducedin2012.Theapphasabout5millionusers,listsmorethan1.5millionitemsmonthlyandsellsmorethan500,000itemsmonthly.Thecompanyraised$8millionin2015.
DepophasbeendescribedasacrossbetweeneBayandInstagram.Theappisgearedtoteenagersandyoungadults.Itisdesignedtolookandfunctionlikeasocialmediasiteratherthanasanonlinestore.Userscan“like”andfollowotherusers,ratetheircustomerexperience,sendmessagesinordertobargainoverthepriceofanitemandleavecommentsaboutitemsthatotherslistforsale.Theappiseasytouseandpicturesoftenshowclothingforsalemodeledbythesellersthemselves.Depophasnolistingfeesfornewsellersanddoesnotchargeasalescommission.
Thecompanysaysthatteenagersarenowbuyingmerchandiseatmarketsandused-clothingstoresandresellingitonDepopandotherfashionresaleapps.AccordingtothefounderofDepop,one14-year-oldgirlsawanecklaceoneBaythatshebelievedwaspricedtoolow.Shetookascreenshotandpostedanadvertisementforthesamenecklace,atahigherprice,onDepop.WhensomeonebidforthenecklaceonDepop,sheboughtthenecklaceoneBayandarrangedforittobesenttotheDepoppurchaser.
NicheStreetwearResellers:StadiumGoodsAnothergrowingsubsectionofthedigitalresalemarketisbrandedstreetwearmerchandise.Thecategoryincludesbaseballcaps,hoodedsweatshirtsandsneakers;rareandlimited-editionsportssneakersassociatedwithcertainathletesareespeciallypopular.
NewYork–basedStadiumGoodsisanonlineresellerofraresneakers,offeringmorethan15,000pairsthroughitswebsite.Thecompanywasfoundedinlate2015andraised$4.6millioninitsfirstfinancinground.StadiumGoodshaspartnershipswitheBayandTmallGlobal,whichisanextensionofAlibaba’sTmall.combusiness.
Source:Stadiumgoods.com
RaresneakerresellerStadiumGoodsraised$4.6millioninfinancingandoffersmorethan15,000pairsofsneakersforsalethroughitswebsite.
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
KeyTakeaways• Themarketplaceforonlinefashionresalecontinuestoevolve
rapidly.Followinganinitialwaveofonlinefashionconsignmentstartups,weakerplayershavegoneoutofbusinessandstrongerplayershavegrownandattractedmoreinvestmentfundingtopropeltheirfurthergrowth.
• Anaturalevolutionhasbeenseenintheintroductionofsocial-media-type,peer-to-peerfashionresaleapps,whichareexpectedtoattractmoreyoungbuyersandsellerstothere-commercemarket.
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February22,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&Technologydeborahweinswig@fung1937.comUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:86.186.1420.3016deborahweinswig@fung1937.comEvaK.SeniorResearchAssociate
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