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The Japanese Way How Consumers, Brands and Retailers use the Online Fashion Market in Japan Sabine Pick E-Fashion, Amsterdam June 21st, 2012
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Page 1: eFashion12 - Sabine Pick - Pick Consulting

The Japanese Way

How Consumers, Brands and

Retailers use the Online Fashion

Market in Japan

Sabine Pick

E-Fashion, Amsterdam

June 21st, 2012

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Japan

2

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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

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Japan

4Japanese Reality

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Japan

World’s 2nd largest

Retail Market

127.5 Million Japanese

Urban population of 79%

People = Shops

5Japanese Reality

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The Japanese Consumer

Shopping is Hobby

Choose Smartphones & Tablets

Commute on Public Transport

Stay Connected

Value Convenience

6Japanese Reality

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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

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What‘s Happening Online

E-Malls

E-Wallets

Social Networks

Social Fashion Services

Fashion Apps

GPS Based Promotions

8What's Happening Online

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E-Malls

9What's Happening Online

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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

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Social Networks

Gree

Mobage

Mixi

Facebook

Twitter

Japanese

International

11What's Happening Online

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Twitter

12What's Happening Online

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Social Fashion Services

13What's Happening Online

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Social Fashion Services

14What's Happening Online

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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

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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

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Finddog

17What's Happening Online

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Finddog

18What's Happening Online

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Finddog

19What's Happening Online

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Finddog

20What's Happening Online

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Finddog

21What's Happening Online

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GPS-based Promotions

Retailers try increasingly

• Location based coupons/promotions

• Tracking customers GPS

• Through separate apps or Facebook

22What's Happening Online

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Example

Facebook

GPSBased

Promotions

Mobile Apps

Social Fashion Service

Twitter

Online

Shop

853

Stores

Web

Page

23Successful Companies

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Facebook

You Tube

Social Fashion Service

Mobile Apps

Twitter

Web

Page

97

Stores

Online

Shop

Blogs

E-

Malls

Example

24Successful Companies

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Facebook

You TubeTwitter

15

Stores

Online

Shop

Web

Page

Example

Blog

25Successful Companies

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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

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Successful Retailers & Brands

• Cross Check

• Cross Channel

• Cross Promote

27Strategies

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Thank You

[email protected]

www.pick-consulting.de