ShopImagine E-Commerce Workshop Program for Fashion Colleges in India: The fashion e-tailing segment in India presents a great career opportunity for Fashion graduates from leading institutes in India, be it Fashion Design, Styling, Photography or Fashion Marketing. As a fashion e-tailer, we are constantly on the lookout for fresh ideas and fresh talent. This program is our way of interacting with young and talented fashion students as well as educating them about the exciting e-commerce landscape in India. The first workshop was held at FAD Institute, Pune on 11th and 12th July, 2013 by ShopImagine Marketing Manager, Neha Shah and Fashion Marketing and PR Executive, Alifiya Pratapgharwala

1. Session1:
DECODING
E-COMMERCE

3. Electronic
Buying and Selling of
Products, Services and Data
Electronic Buying and Selling of
Products online through
virtual storefronts (online
websites with catalogues)
directly to the consumer

4. • Seller-biased
• Catering to NRIs
• Focus on tech &
transactions
Rediff, Indiatimes,
IndiaPlaza
• Marketplace 1.0
• Enabling every
consumer to be a
seller; just an
interface
• Unused product
sale
Ebay
• Flipkart Model
• “Own the
inventory”
• Greater control
over value chain
• COD
Flipkart
• Other models
emerge-Deal sites,
Private label,
marketplaces
• Widespread Seed
Funding
F&Y, 99labels, Zovi, F
reecultr, Jabong
• Emphasis on
service and user
experience
• Marketplace 2.0
• FDI effect
• Consolidations
Amazon India

5.  Per capita income: 12% increase
between 2008-2011 to $1500,
estimated to be $2300 by 2016
 Internet penetration: Internet users in
India expected to increase from 125
million in 2011 to 330 million in 2016.
Highest penetration among 18-24 age-
group
 14% of total internet users are online
shoppers, expected to increase at a
rate of 35% over the next 4 years
 Revenue per online shopper (ARPU) will
grow at a similar rate
 By 2015, e-tailing will catch up with
online travel
 In 2012, E-tailing grew around 139%

11. Platform for direct
interaction
between
vendor/seller and
buyer
Marketplace
•Sourcing and
selling different
brands
•Inventory-
holding/consign
ment
Multi-Brand E-tail
Third party
manufacturing or
white-labelling
and selling
products under
your own brand
name on your own
platform
Private Label
Perpetual Sale -
Heavy discounts
for very limited
periods on
different brands
Flash Deal

13.  Promoted by experienced California-based
women entrepreneurs, Hina Saiya & Tanaaz
Baldawaala, ShopImagine.in is an online
fashion boutique focusing on fulfilling emerging
fashion aspirations of urban Indian women
 ShopImagine.in is a pioneer in the online
fashion space in India being the first in India to
have introduced Online Lingerie Shopping
(2008), largest online collection of Luxury
French lingerie (2012), Indian Wedding Lingerie
(2013) and Online Boutique Concept (2013)

14. Exclusive, Handpicked and Fast-Changing Styles
International Quality and Styles at Indian Prices
Unique Services for a „Wow‟ shopping experience
Fast & Free Shipping, Free Cash-On-Delivery, Easy
Return/Exchange Policy, Exhaustive payment options

15.  Products
› Handpicked styles from international
designer houses in France and USA
› Superior quality & unique styles
› Fast-changing and in sync with latest
international trends

16. Luxury Lingerie & Nightwear from France

17. Indian Wedding Lingerie: Pre-Wedding, Wedding & Post-Wedding

18. Apparel from LA, California

19. OnlineVideoStylingSessionsCustomizedGiftPackaging

22.  Intense Market Research on:
› Latest international trends
› Regional preferences and sensibilities
› Favourable price points
› Sync with Brand values and sensibility
 Online merchandising determines
product appeal and eventually, sales

24.  Order fulfillment
 Customer service
 Website Up-time and Maintenance
 Inventory Management

25.  Increasing website
visibility in search
engine result pages
(Google, Bing,
Yahoo) through SEO
& PPC
 SEO : Organic SEM
 PPC: Paid SEM
 Display Ads: Google
Display Network

26.  “Keep in touch” tool
 Announcements like
exclusive offers and
discounts, new
product range, new
website feature or
service or content sent
to subscribed
customers
 E-mail list, E-mailer
design & HTMLisation,
E-mailing platform,
Tracking & Analytics

27.  Reviews and
Recommendations by
external bloggers
 Company Blog,
promote on social
media, groups and
forums
 Blog Advertising
 Viral Marketing

29.  Facebook
Engagement
› Create a Facebook
page
› Engaging content is
the King!
› Encourage fans to
Like, Comment and
Share!
› Apps
› Contests
› FB-specific discounts
and offers
 Facebook Ads
› Get more fans
› Promote website
campaign/direct
traffic to website
› Promote Page
content
› Analytics

30. • Customer Service Tool : Address customer grievances
• Tweet, Retweet, Favourite : Stay in touch with your followers through interesting
conversations
• Trending Topics : Get into a loop and viral the tweet!
• Twitter Contests
/shopimagineIN

31.  Make a YouTube channel
 Make simple, yet engaging content
 How-To‟s, Product Information, Behind –
the-scenes, “Just for Fun”, Employee
Videos

32. Broadcast Hangouts, Create
customer groups, Useful in SEO
Visually appealing social media tool,
PinBoards for various categories with
link backs for referral traffic, PinBoard
contests
Live image updates of
events, Launch Campaigns and
Contests with Hashtags

34.  Brand e-stores + Third Party
websites/Online
Marketplaces
 Increased Brand Reach
 Reduced Capital Costs
 Offer better pricing with
better margins
 Stand up to competition from
Online brands
 Easy to Scale

35.  360 degree Marketing & PR
 Mutually beneficial collaborations for increased brand
awareness
 Targeted reach
 Collaborations: Bloggers, Cafes, Clubs, Restaurants,
Spas, Salons, Bollywood, Designers
 Advertisements: TV, Newspapers, Magazines,
Advertorials/Editorials
 Events: Fashion Shows, Exhibitions, Contests

36. Effective: yes, but optimal?
There 155 million cable-
subscribed households in India

37. Fashion Shows,
Website/Collection Launches,
Press Conferences, Exhibitions
to create that hullabaloo

38. Blog features, Blogger contests and
Blogger events are great ways to
reach out to a broader and better-
targeted audience

39. SPAS &
SALONS
CORPORATES
CLUBS, CAFES &
RESTAURANTS
FASHION
COLLEGES

40. Press Releases, Editorials and
Advertorials add great
credibility to an online brand

41.  COD : Boon or Bane?
 Superior Logistics in India : Too expensive?
 Return rates: 5%-25%?! Ok or not?
 Volumes and Revenue are fine, but SHOW ME THE MONEY!
 RECESSION playing spoilt sport?
 How to sustain FUNDING?
 Trust issues & replicating the “in-store experience”
 Too many players and “me-too‟s”: Survival of the fittest or a Bloodbath?
 FDI in E-commerce & entry of Amazon: Threat for domestic players?

42. Social
Commerce
Mobile
Commerce
Better
Payment
Methods &
Logistics
Tier-II & Tier-III
cities, rural
areas fuelling
e-commerce
growth