Keisha Stephen l Sona Martirosian l Diana Mella Roca l Jennifer Mininno NYU MS Integrated Marketing

E-Commerce Business Development

Company Information

http://thecloset.com

The Closet is every fashionista’s homepage. Your favorite fashion blogs,

stores, news, and media are now hanging in one place. Like a really good outfit, you

can edit it, tweak it, accessorize it and customize it to evolve with your personal

style.

Mission

YOUR VIRTUAL WALK IN CLOSET

All the fashion news, street style pictures, fashion blogs, online stores and online

editorials have become more overwhelming than a pile of clothes on your bed before an important night out. The Closet solves this problem by giving fashionistas one simple

place to organize it all.

Value Proposition

By giving you a highly personalized new organization system, The Closet

saves you time by aggregating all your favorite fashion news, blogs, and retail sites and ensures that you don’t miss

out on the latest “it”.

The Closet: Not Your Average Fashion Site

• Highly personalized• Summarizes • Keeps Fashionistas in the loop• Saves you time

Users

• Behavioral targeting• Geo Targeting• Highly engaging campaigns • Highly targeted e-mail lists

Advertisers

Revenue Model

Details Target

Advertising Fees from advertisers in exchange for display ads

Fashion retailers, Fashion publications, Female-

targeted products

AffiliatePayment in percentage of sales

based on referrals from TheCloset.com

Fashion E-Retailers, Beauty E-Retailers

Sponsored Widgets

Customized widgets made for clients on a case by case basis

Fashion retailers, Fashion publications, Female-

targeted products

Dedicated Newsletter

Customized news piece in “The Essentials”

Fashion retailers, Fashion publications,

Female-targeted products

Market Opportunity

• The U.S. female population will increase 9%, from 150 million in 2005 to 165 million in 2015

• Nearly nine out of 10 women report that they have shopped for clothing themselves in the past year, and eight out of 10 women have made a purchase during that time.

• 156 million consumers in the US ages 14 and older will buy online in 2013

Market Opportunity: Consumers

Almost 9 out of 10 internet users in the US will browse, research or compare products online

this year.

Market Opportunity: Consumers

Market Opportunity: Consumers

Market Opportunity: Fashion Industry

MARKET OPPORTUNITY: FASHION INDUSTRY

Competitive Environment

COMPETITIVE ENVIRONMENT

• No direct competitor• Varied and saturated market of indirect

competitors

Fashion Blogs

Fashion News Sites

Fashion Magazines

Sites

Fashion E-retailers

Fashion Online

Community

Fashion Apps

• Our indirect competitors will be also potential B2B advertising partners

COMPETITION: FASHION BLOGS

COMPETITION: FASHION BLOGS

COMPETITION: FASHION NEWS SITES

COMPETITION: FASHION MAGAZINE WEBSITES

COMPETITION: FASHION E-TAILERS

COMPETITION: FASHION E-TAILERS

COMPETITION: FASHION COMMUNITIES

COMPETITION: FASHION COMMUNITIES

COMPETITION: AGGRIGATOR APPS

COMPETITIVE ANALYSIS

fashion

blogs news sites magazines sites

e-tailers online communities

apps

focus personal coverage on fashion and brands

news, updates, interviews

digital version of print magazine and online-only content (editorials)

sell merchandise

social commerce reader, games, mobile commerce

business model

ads, product placements, brand advocates

ads, sponsored news

ads, product placement in editorials

e-commerce affiliate (usually a % on sales)

various (ads, purchase, subscription)

advertising high high high low medium medium

loyalty high medium medium medium high high

personalization

none none none none high medium/high

• First mover advantage: • first fashion-only content aggregator

• Differentiation strategy: • offer a product with features that are not

yet offered by competitors (uniqueness)

• Superior value: personalization of content• users customize their own experience• “à la carte” content consumption leads to

high and immersive user engagement

COMPETITIVE ADVANTAGE

Target Audience

Who needs The Closet?

she has wallpapered the rental apartment

Who needs The Closet?

Who needs The Closet?

B2B Target Audience

A range of retail stores and fashion brands that appeal to our target audience and want more exposure in a competing environment. These include both middle

end and high end businesses, small boutiques, vintage stores, etc.

Market Strategy

The digital fashion world organized the way you like it

Media Strategy & Promotion: B2B Acquisition

• Use SRDS to target CMOs, execs and movers and shakers in the fashion world: • Direct mail

teasers• Media Kits• Invites to

exclusive launch party

• Targeted online advertising

• Press Releases

Media Strategy & Promotion: Influencers & Strategic Partnerships

Use Social Listening tools to find influencers and high volume fashion bloggers and form partnerships

CRM Strategy• Use Salesforce software to manage B2B & B2C

audience

• B2C audience:• Collect names & email addresses• Collect RFM data into a database and segmented

to set up Loyalty programs

• Two levels of Loyalty Cards:• Fashion Forward• Ultimate Fashionista

Customer Service Channels

• Email• Twitter• Live Chat• FAQ & how-to videos on website• Forums & Reviews

Storefront platform

site map

Home

Fashion Blogs Designers Shopping Beauty Mail About Contact Advertise

Media Kit

Help

FAQ

Register

Banner Ads

Sponsored Content

Takeovers

Sponsored Widgets

Mobile app

Social profiles

Content Strategy

Thank you