Stylight is celebrating its 7th anniversary in Germany. Founded back in 2008, the company has now grown to be a big international player, active in 15 countries worldwide with more than 10 Million users per month. On the occasion of this birthday, Stylight presents a case study explaining the approach behind this success.

1. www.stylight.de
The Shoppable Inspiration
Journey at Stylight
Seven Years of Making Style Happen

2. The Shoppable
Inspiration Journey
Fashion
Assortment
Search
Tool
Multi-
device
Inspiration
Make Style
Happen
Stylight is Europe‘s leading fashion aggregator
with the mission to make style happen,
providingusersaroundtheglobewithaunique
content-meets-commerce journey. But how
does that happen?
First of all, Stylight provides its customers with
a large fashion assortment. Today, the lifestyle
platformoffersmorethan6,000brandsfromover
350 online shops. Since its launch in November
2008 to today, the overall global product count
has increased to 5.5 million. Amongst this vast
offering, Stylight helps its users to find exactly
the products they are looking for through an
optimised search tool. But making style happen
goes way beyond that: with inspiring editorial
content, the users are provided with a captivating
online fashion experience, whenever, wherever.
This is how Stylight makes style happen for more
than 10 million lifestyle-conscious users from 15
countries worldwide every month. Follow the
‚Shoppable Inspiration‘ journey.
1Nov 2015

3. All Fashion Products
on One Site
Extensive Fashion Product Assortment
How does an
extensive fashion assortment
help to make style happen?
At Stylight, we aim to give our target group the opportunity
to discover and experiment with new trends in order to
evolve their personal style. An extensive assortment enables
them to do so and provides the users with inspiration on an
international level, as Stylight collaborates with retailers
and brands from more than 15 countries. With our
„Unique Selling Proposition“ we offer millenial women
- our core target group - an extensive selection of
items to chose from.
Q
Everything you need in one place – An
extensive and high quality product assortment
guarantees fashion consumers an enjoyable
and productive shopping experience.
For a long time, online users have been
searching for a unique lifestyle destination
which combines a multitude of fashion
discoveries - Stylight has successfully filled
this niche. Stylight‘s international strategy is
one of the reasons behind its success. Starting
with an international strategy, the company‘s
expansion has influenced a growth to almost
5.5M products, which enables local users to
have a more in depth look at international
fashion inspiration, whilst benefiting from
tailored local commerce.
DR. ROMAN HRYCYK, VICE PRESIDENT AND HEAD OF BUSINESS DEVELOPMENT
2Nov 2015

4. All Fashion Products
on One Site
Extensive Fashion Product Assortment
1M
3M
2M
4M
5M
2011 20132012 2014 2015
NumberofProducts
15 countries
13 countries
3,3M
1,2M
285K
13 countries
8 countries
1 country
5,5M
4,7M
Milestones
December 2012
• We launched our first foreign markets and
combined the assortment of large multinational
retailers with that of smaller stores and local
boutiques to create the right product mix for
every market.
2014
• Opening our US stylight.com site meant
opening a huge stream of potential new
customers for our European partner stores,
growing their business in US as well as giving
US companies the opportunity to tap into the
potential of Stylight‘s European purchasing
power.
3Nov 2015

5. Finding the Perfect Product
Optimized and Intuitive Search Tool
How does an
optimized search tool
make style happen?
To enable users to find what they are looking for amongst
an extensive fashion assortment provides an efficient and
enjoyable online experience, as it gives the consumer a real
answer to their needs. Style happens through an intuitive
search tool and an optimized product display; the
consumer can then easily pick their fashion favourites.
Looking for something floral? A polka-dot cocktail
dress or a striped crop top with embroidery? If it
exists, we have it!
Q
Online users generally struggle with finding the
perfect product at the perfect time. How do
we accelerate that proccess whilst engaging
consumers? At Stylight, over 850 attributes are
used to categorize each product, making it easier
for the fashion consumer to find their perfect
match. From price filter and colours, to style and
pattern, if you are looking for a „pink polka dot
sweater“ you will find it at Stylight.
To make style happen, a machine learning
process has been developed, allowing products
to go live quickly, with the total being over 75M in
September 2015.
The optimized search tool enables the user to
enjoy and discover fashion, thanks to multiple
filters plus an intuituve user experience and,
amongst other things, the use of multiple
product images.ELISABETH KOHLBACH, HEAD OF PRODUCT PROCESSING
4Nov 2015

6. 25M
75M
50M
May 13Jan 13 Jun 14Nov 13 Dec 14 Jul 15
Number of Products live
1.3M Products 5.3M Products
11M
70M
Number of Attributes live
Finding the Perfect Product
Optimized and Intuitive Search Tool
November 2014
• Cross-functional Product Processing
team set up
February 2015
• Machine Learning tags all products
into 3 to 4 category levels
March 2015
• Category tree extended by 90 more
categories
June 2015
• Added pattern and style filters
August 2015
• Machine Learning tags gender
• Showing multiple product images
• Added occasion tags
Milestones
5Nov 2015

7. Whenever, Wherever
Multi-device approach
How does
multi-device approach
make style happen?
You can use Stylight whenever you want, wherever you are.
Whether you‘re at a café, waiting for the bus, or on the sofa
at home - independent of the device you are using -
Stylight is there for you to inspire and present the
products you need to evolve and implement your
personal style.
Q
Userstodaydonotacceptlimitationsinservice
due to the device they are using. They want to
seemlesslybeabletosearchforinspirationand
products wherever they are.
Stylightprovidesitsuserswithoptimisedversions
for every device - be it their desktop PC, tablet,
or mobile. And this is a sustainable trend - the
usage of Stylight via tablet and mobile devices
continues to increase - today around half of our
users come to Stylight via these devices. Stylight
caters to this need for flexibility.
MICHAEL LUDWIG, SENIOR PRODUCT OWNER
6Nov 2015

8. Whenever, Wherever
Multi-device approach
2008
• Launch of a first iOS app
2013
• Introducing responsive Design
• Launch of new iOS app
2014
• Launch of Android app
2015
• Introducing universal app for Android and iOS
• Integration of magazine content in apps
Milestones
20M
10M
30M
45M
50M
2008 2013 20142010 20122009 20152011
UniqueUsers
Mobile &
Tablet Users
Total Users
27.1Mio
53.9Mio
7Nov 2015

9. Get Inspired and
Evolve Your Own Style
High Quality Editorial Content
How does
in-house editorial content
make style happen?
At Stylight we believe style is having an idea, then acting on
it. It’s learning and evolving. It’s using the ins and outs, the
dos and don’ts, the how tos and the DIYs. And having the right
encouragement to go on your own style journey. Stylight gives
you all the options you need to be the you you want to
be. As it is sometimes hard to recreate all your lifestyle
ideas, our mission is to make style happen. To live
up to our mission we offer shoppable inspiration
that makes it easy to know what to buy and how to
style it.
Q
Launching its online magazine as recently as
January 2015, Stylight has already become
Germany‘s fastest growing magazine for
fashion, lifestyle, and beauty with more than
2.8 million readers.
Since its launch, the Stylight editorial team has
provided its users with more than 2,200 articles,
including more than 100 videos and about 500
galleries - all produced in-house. It covers a broad
spectrum of issues: from the latest celebrity style
and news, fashion events, trends, and practical
fashion and beauty advice.
MAX MÜLLER, MANAGING DIRECTOR
8Nov 2015

10. 0.5M
1.5M
1M
2M
Feb2015 JulApr JunMar Aug SepMay
Sessions
2.3M
January 15
• Launch of the Stylight Magazine at the
company’s Stylight Fashion Influencer Awards
in Berlin
March 15
• We established Stylight as the fastest growing
fashion lifestyle and beauty magazine in Germany
on the web, mobile, and through our apps
April 15
• Stylight starts producing and publishing
its own videos
November 15
• The editorial team continues
to grow, now with 15 people
Get Inspired and
Evolve Your Own Style Milestones
High Quality Editorial Content
210K
Views
9Nov 2015

11. At Stylight we aim to be the
destination for style for our users.
We therefore strive to accompany them along their
entire fashion journey - from inspiration to shopping.
They find entertainment and inspiration about fashion,
lifestyle, and beauty - as well as practical advice helping
them to evolve their personal style.
We then lead them to our product offer and support them in
finding the perfect items to match their style and needs.
BENJAMIN GÜNTHER, FOUNDER & MANAGING DIRECTOR STYLIGHT
This is what we mean when
we say we make style happen.
10Nov 2015

12. www.stylight.de
Become a part of Stylight
Contact us
Elisabeth Kröss
Lead Business Development
Manager DACH
Nymphenburgerstrasse 86
80636 Munich
Tel: +49 (0) 89 – 1222 895 - 36
elisabeth.kroess@stylight.com
Contact Elisabeth on LinkedIn
Joëlle Homberger
Lead PR & Communications
Manager
Nymphenburgerstrasse 86
80636 Munich
Tel: +49 (0) 89 – 1222 895 - 25
joelle.homberger@stylight.com
Contact Joëlle on LinkedIn