Delivering the high life

What this presentation is about?

The next few slides present a series of conversation starters about brand High Street Labels and possible ideas the brand can adopt, execute, adapt to and promote.

Some of these are probably on the anvil right now.

So what business are we in?Fashion, luxury, retail, india, ecommerce, best brands, awareness, Exploration, high life, labels, satisfaction, expectations, desires, attention, subconscious, fulfillment, work, happiness, relationships, work, fun, online, commerce, aspirations, escape, longing, life, joy, friendships. Media, attraction, contentedness, gratification, achievement, creation, effort, Consummation, perfection, realization, accomplishment, masterpiece, triumph, victory, arrival, securing, enjoyment, ecstasy, elation, spirits, love, peace, delight, cheer, jubilation, vivacity, well being, hope, exhilaration, laughter, cheer, geniality, beatitude, pleasure, euphoria, elation, felicity, good humour, optimism, bliss, rejoicing, playfulness, mirth, well being, cool, rapture, liveliness, comfort, alleviation, opulence,

Let’s start the way we defined ourselves in

Linkedin“High Street Labels (HSL) is an exclusive private sales portal offering premium brands at great value. Clearly segmented offerings ensure that our customers find exactly what they are looking for – whether its great value or the latest collection from a designer brand. A ‘no compromise’ approach towards ensuring a ‘truly premium’ online shopping experience underpins our distinct positioning. ”

In that case – we are in the market of ecommerce pertaining to the luxury industry in India. (there are other countries – but I’m just taking India as an example)

Therefore, the relevant business that we relate to

Fashion, luxury, retail, india, ecommerce, best brands, awareness, Exploration, high life, labels, satisfaction, expectations, desires, attention, subconscious, fulfillment, work, happiness, relationships, work, fun, online, commerce, aspirations, escape, longing, life, joy, friendships. Media, attraction, contentedness, gratification, achievement, creation, effort, Consummation, perfection, realization, accomplishment, masterpiece, triumph, victory, arrival, securing, enjoyment, ecstasy, elation, spirits, love, peace, delight, cheer, jubilation, vivacity, well being, hope, exhilaration, laughter, cheer, geniality, beatitude, pleasure, euphoria, elation, felicity, good humour, optimism, bliss, rejoicing, playfulness, mirth, well being, cool, rapture, liveliness, comfort, alleviation, opulence,

Therefore the scope • Irrespective of global economic slowdown, the luxury market in

India is pegged to grow at 25% year on year basis between 2013 – 2015.

• It may be worth Rs. 82,500 crore ($15 billion) from the current level of Rs. 44,000 crore ($8 billion).

• The increase in spending is expected to multiply three times not just in metros but also in Tier II and III cities.

• While various estimates exist on the size and growth potential of Indian luxury market – most estimates align on anticipated growth

http://www.business-standard.com/article/companies/indian-luxury-market-to-be-worth-rs-82-000-cr-in-2-years-113020800578_1.html

But we are not just in the luxury business are we?

• We are in the lucrative online luxury business – which shows YOY growth across the world.

• A PWC report on the world luxury market suggests:– The e-commerce channel in the luxury sector increasing and

gaining importance within the retail channels. The luxury sector has reached, in the e-commerce, a significantly higher performance (+20%) than that the overall market (+8%) in 2010.

So, to be more specific we are ‘in the business of delivering luxury products through ecommerce.’

Now, let’s look at the prospects

• India has at least 80 online retailers selling jewellery, luxury goods and accessories according to comScore.Inc. The number has grown from less than 10 in 2010 to close to 60 in 2012.

• Pro: The market is still evolving as mindsets evolve. • Con: More players are jostling at present in a very limited space.

• In the country with 100 million internet users, the number of visitors to luxury e-commerce stores in India is just a fraction of those logging into popular websites such as Jabong.com that are mass sellers.

• For instance, excluzen.com which bills itself as India’s premier luxury lifestyle destination has signed up over 50,000 members since it began operations in early 2012. elitify.com gets 50,000 to 60,000 visitors per day.

http://www.livemint.com/Consumer/BtL4MStwq81quAmHzTuFWN/Websites-selling-luxury-products-expand-offerings-to-boost-b.html?facet=print

According to the experts “Ecommerce is now just about 1% of the overall retail market. The sector will be driven by youth making low and mid value purchases. Pure luxury purchases online will take time.”

- Gaurav Gupta, Senior Director, Deloitte.

“I think for a luxury product to do well, it has to be unique. Though traction is a lot lesser, it is growing steadily. The market for this segment is very small, with a niche audience.”

- Saurabh Dadu, co-founder, strapsandstrings.com

http://www.livemint.com/Consumer/BtL4MStwq81quAmHzTuFWN/Websites-selling-luxury-products-expand-offerings-to-boost-b.html?facet=print

So what are we looking at?• Slow but steady growth

• Niche audience

• 1% of retail market

• Will take time

• Too many players within a short period

Ok, for a second, let’s go back to the drawing board and pick

another wordFashion, luxury, retail, india, ecommerce, best brands, awareness, Exploration, high life, labels, satisfaction, expectations, desires, attention, subconscious, fulfillment, work, happiness, relationships, work, fun,

online, commerce, aspirations, escape, longing, life, joy, friendships. Media, attraction, contentedness, gratification, achievement, creation, effort, Consummation, perfection, realization, accomplishment, masterpiece, triumph, victory, arrival, securing, enjoyment, ecstasy, elation, spirits, love, peace, delight, cheer, jubilation, vivacity, well being, hope, exhilaration, laughter, cheer, geniality, beatitude, pleasure, euphoria, elation, felicity, good humour, optimism, bliss, rejoicing, playfulness, mirth, well being, cool, rapture, liveliness, comfort, alleviation, opulence,

What does the word contain

Fulfillment

Contentedness

Happiness

Realization

Aspirations

Desires

Satisfaction

Let’s look at our business and the ‘fulfillment’ angle

• Why are we in the business of delivering luxury ecommerce?

• Is it because we want to see ourselves as satisfying people’s desire for luxury or do we want to see our users fulfill their desires?

• Let’s just look at what ‘fulfillment’ brings to the table.

So how do people get their desires fulfilled?

• By articulating what they are truly desiring for

• By acquiring what they are truly desiring for

• By enjoying the experience of acquiring what they are desiring for

These might not just be physical goods but emotional experiences as well such as love, support,

companionship, confidence, beauty, grace, etc.

Now, let’s look at our business in a different perspective

• We are helping people fulfill not just their physical but emotional needs – thus, we are in the business of delivering love, empathy, grace, confidence, support, companionship, and beauty.

• There will be different markets for each with different opportunities – but let’s evaluate the ecommerce business in this perspective,

What are we delivering right now?

• Luxury products right to people’s homes

• Deals on luxury products that make it more affordable.

• Premium shopping experience

And what is the user’s take away from us?

• Great deals

• Direct to home products

• Discounts

• Wide range of choices in apparel, accessories, home décor, etc.

In short, we are delivering ‘satisfaction’ to some level.

Let’s look at how else we can help the user?

• We start with how the user gets the desires fulfilled and walk back from there

– By articulating what they are truly desiring for• So, here we can help the user articulate his/her desires • We can cover: Confidence

• By acquiring what they are truly desiring for

• By understanding the user’s true desires • By providing what the user is looking for • We can cover: Love, grace, beauty, support, companionship

– By enjoying the experience of acquiring what they are desiring for• By delivering an experience that goes beyond shopping and

creates long term value • We can cover: love, companionship

Now, let’s let look at what can we deliver to the user

• Helping the user articulate their desires – A fantastic search and recommendation system – Capturing of feelings on our platform – A mechanism to articulate desires – Conversation options with the user

• Helping the user acquire what they desire – Product stories – Product buyer stories – Product prices – Delivery mechanism – Personal touch in order taking and delivery – User-product networks

The experience will be created through the process in which we address each of these points

Thank You

Disclaimer:The presentation belongs to me but I am willingly foregoing any

copyrights on this. It can interpreted and used as the reader feels best. I will not be making any claims at any stage. I will be happy

to see it being used.