Fashion’s New Retail Practice: Data, Content and Experience

With the approaching collapse of offline traditional retail business, faced with the gradual weakening of e-commerce, by necessity global retail is looking to the frontier of innovation. Arising from this climate is the concept of ‘New Retail’ as proposed by Alibaba Founder and Chairman, Jack Ma. ‘New Retail’ is already gaining prevalence in China and looks likely to represent the future prospects of the retail industry.

面临在线电商的疲软和线下传统销售的崩塌,阿里巴巴提出“新零售”概念,试图主导并引领未来零售业的发展。

According to the research institution of Alibaba, ‘New Retail’ refers to a brand-new retail system with a consumer-centered goal, driven by consumer statistics and designed to seamlessly integrate into consumers day-to-day. “New Retail” looks to integrate brick and mortar stores, e-commerce, mobile apps, social media and logistics efficiently. ‘New Retail’ is characterized by content marketing, experiential consumption and combining the online and the offline. Enhancing consumers’ shopping experiences is at its core, accomplished by leveraging big data. However, at present day, ‘New Retail’ has only just begun its journey with a few explorations.

根据阿里研究院提出的概念,新零售指的是一种以消费者为核心的数据驱动的泛零售形态,是一种覆盖实体店、电商、移动端、社交媒体和物流的全新零售体系,主要特征体现在内容营销、重视消费者体验、线上线下结合、数据推动以及零售形态的多样化等,核心在于数据化。然而截止目前,新零售仍然处于起步阶段,仅有少量尝试。

FASHORY’s offline pop up store

Fashion industry has likewise gone through dramatic changes with the advent of the Internet age and the rise of data technology. From the bankruptcy of the traditional offline retail model, to the emergence of e-commerce platforms like Tmall, to the experimentation with pop up stores, the fashion industry is highlighted by user segmentation and precision marketing and continually seeks new venues to grow and develop.

在面对互联网与数据技术不断发展的大前景下,时尚业也在进行翻天覆地的变化。从传统线下零售的破产,到试水电商进驻天猫等平台,再到快闪、体验式概念的出现,面对消费者和用户愈加细分、讲究精准营销的时尚业也在寻求一条全新出路。

FASHORY, Chinaccelerator’s Batch 10 portfolio company, is experiencing a thorough transformation from e-commerce to ‘New Retail’. They believe, the technology, integration, innovation and personalization will be the upcoming future of the fashion retail.

FASHORY,中国加速的第10期创业公司,就在经历着从电商到新零售的全新转型,他们相信,技术、整合、创新和定制化将成为时尚零售的未来前景。

Today, we’d like to talk with one of the co-founders of FASHORY, Emmy Teo, to have a better understanding of the New Retail of fashion.

今天,我们就来对话FASHORY的联合创始人之一 Emmy Teo,了解时尚业新零售实践的全新起步。

 


Q: Could you please introduce FASHORY to us? 可以介绍一下FASHORY吗?

E: Sure. FASHORY aims at helping its female users to find their perfect outfit to match every occasion by eliminating the chaos of offline shopping. Merging the inspirational element of magazine editorials with the convenience of online shopping, FASHORY takes works of independent designers to contemporary metropolitan working women directly. Our vision is that fashion can be meaningful and beauty can be empowering.

当然, FASHORY致力于帮助女性用户无需到线下实体商店,就能找到在任何场合最适合她们的衣服和造型。通过将时尚杂志中的创新元素和线上购物的便利性结合起来,FASHORY将独立设计师的设计直接带给当代的都市女性白领们。我们认为,时尚可以是有意义的,美丽也可以赋予女生力量。

Q: What’s your product and business model? 你们的产品和商业模式是什么?

E: We are undergoing a complete transformation. When FASHORY first expanded from Singapore to China, it was a pure e-commerce play, now we are looking to refocus on FASHORY’s fundamental vision and brand and to merge online and offline channels together.

我们正在探索一次完全的转型。我们从新加坡来到中国后最先做的是电商,但现在我们试图找回FASHORY的情怀与品牌。我们将同时开展线上和线下渠道,并将这两者融合。

On our online platform, we continue to run the fashion app and utilize AI technology to give customized recommendations based on the different tastes of these working women. (FASHORY is a tech startup as well which means they possess the technology advantage) In the meantime, FASHORY will still cooperate actively with select shops, e-commerce platforms and KOLs to link up the whole product chain.We expect to launch it to the market in one month.

在线上平台,我们会继续运营时尚app,重新做回个性化推荐,利用AI等机器人帮助中国白领女性了解消费需求(FASHORY同时是一家科技公司,具备人工智能等技术支持),并同时跟不同的买手店、电商、KOL合作,把衣服更个性化地推荐给女生。这预计会在一个月之内转型上线。

FASHORY App

In the offline sector, we focus on content marketing and experiential consumption. Collaborating with China’s largest co-working space People Squared, FASHORY has established offline pop up stores and invites brands by the way of providing a space, monthly creative concepts, promotion and content marketing (such as live streaming and creation of video content). We plan to hold offline events once a week with a different theme and concept every month.

在线下,FASHORY重视内容营销和体验式消费。在与中国最大的创业者共享办公空间People Squared联合创业工作社的合作下,FASHORY再次使用“快闪”的概念,通过提供场地、主题创意、前期宣传和内容营销(如线上直播、视频制作)等方式,邀请品牌入驻快闪空间内,以每周一次活动、每月一个主题的频率展开线下消费者体验活动。

As I have said, our business model is to unify online and offline channels. On the online side, we attract the consumers to our offline events by partnering with brands and KOLs, interacting and engaging with users and publishing our events in our Wechat online community. On the offline side, our events provide consumers a tangible and special space for entertainment and creation of unique memories, which can also be spread online based on our content marketing. We will always insist on a data driven model whether it be online or offline, to best understand the interests and pain points of our consumers. This is our plan for ‘New Retail’.

正如我之前所说,我们的商业模式是融合线上下渠道。线上通过与品牌、KOL合作导引人流,并建成线上社区“活色会”定期发布活动,与关注用户形成高频互动与沟通。线下活动不仅通过吸引消费者进入场景之中增强消费者乐趣和体验记忆,还可因内容和主题的创意经营又进入到线上网络空间中,将活动人群覆盖达到最大化。并且,线上与线下同时基于数据支撑,使得其创意、内容抓住消费者的喜好与痛点。这就是我们的“新零售”设想。

This month, our first concept ‘SummerGetAway’ was already hosted in Lei Shing Hong Plaza on West Yan’an Road.本月,FASHORY第一个快闪主题“SummerGetAway”就在延安西路的利星行广场举办了。

Brands cooperated with FASHORY

Q: Since you found FASHORY in January 2014, what’s the best performance of FASHORY? 自FASHORY 2014年1月成立以来,最好的表现是什么?

E: We reached more than 2 million transactions.That’s the best.

我们曾经最多达到200万交易额。这是最好的。

Q: What’s FASHORY’s next step? FASHORY接下来有什么计划?

E: Firstly, we will still expand our current business with KOLs so that we can make full use of their large followers base to better promote our brands. Then, we plan to interview working female and producing videos with different topics. In addition, we will leverage our online statistics to understand consumers’ personalized demands and kick off offline modeling classes where we will give customized recommendations.

首先会继续扩展我们已有的与KOL的合作业务,充分利用KOL已有的粉丝基数和用户粘度帮助推广我们的品牌。其次,为了将内容营销做得更好,我们会线下访谈女性消费者,并以专题结合视频的形式制作内容。最后,为了将个性定制更加凸显,我们还将利用数据了解消费者的个性化需求,引流到线下的个性化造型课堂,提出个性化搭配建议等。

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