Increase Visibility - Fashion

Transcription

1 Increase Visibility - Fashion

2 Agenda Introduction to Fashion apparel, accessories, shoes & bags Sub categories focus Categorization Tips to boost sales

3 Introduction 3,500, NMV (RM) 3,000, ,500, ,000, ,500, ,000, , Growth of Fashion in 2015 Fashion grew 1.9x in 2015 Fashion is forecasted to be the largest growth in 2016 for Lazada with a planned 3x growth

4 Introduction By Gender 30.00% By Age group MEN 31% WOMEN 69% 25.00% 20.00% 15.00% 10.00% By Location City 64% 5.00% 0.00% Below Above 45 * Includes KL, Selangor, Johor, Penang & Putrajaya Rural 36% Majority of Fashion customers are aged between years old who live in the city Women purchase more Fashion products as compared to men

5 Introduction 50% of FAFAs revenue is generated by Bags Top performing sub-cat is Women Clothing & Men Clothing FAFA Sub-cat split Top 5 Sub-cat split Shoes 9% 4% 8% 3% Accessories Bags Clothing 41% Bags 50% 32% 53% Clothing Muslim Wear Shoes

6 Sub categories focus

7 Men Sub categories focus Apparels Jackets & Coats < RM 87 Jeans < RM 70 Pants & Shorts < RM 45 Bags Messenger Bags < RM 33 Crossbody Bags < RM 42 Backpacks < RM 65 Shirts < RM 50 Sweaters & Cardigans < RM 61 Swimwear < RM 40 T-shirts < RM 40 Underwear & Socks < RM 30 Shoes Sneakers < RM 87 Formal Shoes < RM 94 Slip-ons & Loafers < RM 76

8 Men Sub categories focus Top performing sub-categories Wallets: Below RM 40 T-Shirts: Below RM 40 Messenger Bags: Below RM 33 Belts: Below RM 31 Underwear: Below RM 28

9 Women Sub categories focus Apparels Blouses & Shirts < RM 26 Dresses < RM 39 Jackets & Cardigans < RM 101 Bags Crossbody & Shoulder Bags < RM 35 Tote Bags < RM 36 Top-handle Bags < RM 37 Jackets & Coats < RM 65 Jeans < RM 55 Lingerie & Nightwear < RM 28 Maternity < RM 25 Pants & Shorts < RM 34 Shoes Flat Shoes < RM 43 Slides & Flipflops < RM 44 Sneakers < RM 84 Skirts < RM 34 Sweaters & Cardigans < RM 38 Swimwear < RM 51 T-shirts & Tops < RM 25

10 Women Sub categories focus Top performing sub-categories Crossbody & Shoulder Bags: Below RM 35 Lingerie: Below RM 25 Tote Bags: Below RM 36 Tops: Below RM 24 Dresses: Below RM 36

11 Categorization

12 Categorization Importance of categorization 1. Determines the positioning of the SKU on the website 2. Enhances search ability of the SKU 3. Increases sales

13 1 Categorization 2 3 4

14 Tips to boost sales Request to Sellers to fill in 100% correct categorization to the DEEPEST level. Importance : Easy Navigation & Findability to the customer Result : Higher Visibility & Increase Sales Example of correct categorization

15 Tips to boost sales Request to Sellers to fill in 100% correct categorization to the DEEPEST level. Importance : Easy Navigation & Findability to the customer Result : Higher Visibility & Increase Sales Example of incorrect categorization

16 Tips to boost sales

17 Tips to boost sales Improving conversion rate: Content Photography Guide for dresses to improve conversion rate 1. Front shot of dress 2. Back shot angled or straight 3. Zoomed in view to show details/print What s wrong? 1. No front image to show the customer 2. No back image to show the customer 3. No detailed shots

18 Tips to boost sales Content page is your salesman Guide for good content Correct categorization To increase search ability Product name Complete & accurate Highlights Short bullet description Good quality images Mirrors quality of the product Multiple product images To show different angles of the product Pricing Attractive discount with competitive price can help boost sales. Accurate Before price Long description Mix of text, images & size chart to elaborate product details, material, garment measurements, etc

19 Tips to boost sales Top 20 search words for the Fashion Category Search words No. of times searched Search words No. of times searched Handbag 15,268 Longchamp 3,683 Dress 8,216 Baju Kurungs 3,648 Mango 7,959 Lingerie 3,647 Aidijuma 7,792 Vans 3,646 Bag 4,984 Converse 3,589 Bra 4,924 Coach 3,487 Wallet 4,687 Sling Bag 3,461 Purse 4,322 Mango Bag 3,349 Shoes 3,763 Cap 2,902 Blouse 3,713 Backpack 2,827

20 Tips to boost sales Grouping can increase your exposure of SKUs with other colors Submit the Help to edit content form at the bottom of your Seller Center home page & choose the grouping option

21 Tips to boost sales Size guide for Shoes & Clothing Including the size guide for shoes & clothing will assist the customers in making an informed decision for purchase