Vastrm insights mining

VASTRMINSIGHTS MINING

Skillshare Assignment- Carla Hizon

THE PRODUCT

THE OPPORTUNITY

THE QUESTIONS

THE ANSWERS

THE PRODUCT

Vastrm

Custom polo shirts fit for your shapeDetermine and save your ‘Vastrm Fit ID’

Try on samples at home

True customisation (not just colour and design)

THE OPPORTUNITY

Business Problem

Consumers are unaware that Vastrm exists

Goal

Drive 100, 000 people to the Vastrm site to find out more about the product by June 2013

THE QUESTIONS

Areas to Explore

The Audience1. What is the online behaviour of our audience?

2. How does the audience purchase clothing?

Our Competitive Set3. Who are our competitors?

4. Who are they targeting?

THE ANSWERS

The Audience

1. What is the online behaviour of our audience

It isn’t just about the PC

Multi-screening dominates behaviour, where 90% of interactions are screen based

Source: Google Compete 2012

Social networks are used heavily by active internet users

Where the majority also shop online

Source: Moontoast, Nielsen, Social Commerce 2011, 2012

Those active on social networks are heavy online shopppers

Sequential screening (moving from one screen to another) is common when shopping online

Source: Google Compete 2012

Online shopping search begins on a smartphone

Source: Google Compete 2012

The Audience2. How does the audience purchase clothing?

Clothing is still predominantly purchased offline

Source: Consumer Barometer 2012

Online research plays a major role before purchase

Source: Consumer Barometer 2012

When shopping for clothing and apparel, most are undecided on a brand and where to buy

Over 5 sites are often visited before conversion

Source: Google Compete 2012

Search is vital and drives conversions

Conversion takes time and is most likely within the first month of search

Source: Google Compete 2009, 2012

‘T-shirt’ outstrips ‘polo shirt’ in terms of searches

Established/popular polo shirt brands perform equal if not better compared to the generic ‘polo shirt’ term

Searches peak mid or end of year, implying popularity around mid-year sales or gift time

Source: Google Trends 2012

Our Competitive Set

3. Who are our competitors?There is a wide spectrum of competitors who claim to provide ‘customised shirts’

For the majority ‘custom’ really means just choosing a colour or design

Vastrm is the only product that provide choices in terms of fit, size, style of shirt, shirt detailing

Complete CustomisationRestricted Customisation

The majority of competitors have standard shirt styles, where customisation is limited to colour and embroidery .

4. Who are they targetingWhile average audience age is between 18-24, majority of customer lie within the older 25-44 age segments

Younger, design-led brands such as Threadless are targeting the young adult segment

Threadless

Focus on the young adult segment of 18-24

Source: Quantcast 2012

Custom Ink

Source: Quantcast 2012

While average age of audience is under 18, the average household income of $100-150k suggest

majority of their audience lie between 25-44 years of age

Zazzle

Source: Quantcast 2012

Similar to Custom Ink, based on the average household income of

$100-150k majority of their audience actually lie between 25-44 years of age

Cafe Press

Source: Quantcast 2012

Spreadshirt

Source: Quantcast 2012

Focus is on a slightly older age demographic compared to the others within the competitive set

Lacoste

Source: Quantcast 2012

Clearly targeting older audience with high disposable income.

In Summary

Vastrm is the only brand that offers true customisation when it comes to polo shirts, this should be exploited to its full potential

While 18-24 year olds is a popular segment, spending power lie with the over 25 year olds

Mobile and search need to complement our strategy as these are the tools our audience use when shopping online

The creative idea needs to work seamlessly between different screens throughout the customer journey