This was a proactive strategy presentation for an ecommerce firm. It shows, how changing the direction can change the business dynamics of a firm.

1. Delivering the high life

2. What this presentation is about?
The next few slides present a series of conversation starters about brand
High Street Labels and possible ideas the brand can adopt, execute,
adapt to and promote.
Some of these are probably on the anvil right now.

3. So what business are we in?
Fashion, luxury, retail, india, ecommerce, best brands, awareness,
Exploration, high life, labels, satisfaction, expectations, desires,
attention,
subconscious, fulfillment, work, happiness, relationships, work, fun,
online,
commerce, aspirations, escape, longing, life, joy, friendships. Media,
attraction, contentedness, gratification, achievement, creation, effort,
Consummation, perfection, realization, accomplishment, masterpiece,
triumph, victory, arrival, securing, enjoyment, ecstasy, elation, spirits,
love, peace, delight, cheer, jubilation, vivacity, well being, hope,
exhilaration, laughter, cheer, geniality, beatitude, pleasure, euphoria,
elation, felicity, good humour, optimism, bliss, rejoicing, playfulness,
mirth, well being, cool, rapture, liveliness, comfort, alleviation, opulence,

4. Let’s start the way we defined ourselves in Linkedin
“High Street Labels (HSL) is an exclusive private sales portal offering
premium brands at great value. Clearly segmented offerings ensure
that our customers find exactly what they are looking for – whether its
great value or the latest collection from a designer brand. A ‘no
compromise’ approach towards ensuring a ‘truly premium’ online
shopping experience underpins our distinct positioning. ”
In that case – we are in the market of ecommerce pertaining to the
luxury industry in India. (there are other countries – but I’m just
taking India as an example)

5. Therefore, the relevant business that we relate to
Fashion, luxury, retail, india, ecommerce, best brands, awareness,
Exploration, high life, labels, satisfaction, expectations, desires,
attention,
subconscious, fulfillment, work, happiness, relationships, work, fun, online,
commerce, aspirations, escape, longing, life, joy, friendships. Media,
attraction, contentedness, gratification, achievement, creation, effort,
Consummation, perfection, realization, accomplishment, masterpiece,
triumph, victory, arrival, securing, enjoyment, ecstasy, elation, spirits,
love, peace, delight, cheer, jubilation, vivacity, well being, hope,
exhilaration, laughter, cheer, geniality, beatitude, pleasure, euphoria,
elation, felicity, good humour, optimism, bliss, rejoicing, playfulness,
mirth, well being, cool, rapture, liveliness, comfort, alleviation, opulence,

6. Therefore the scope
• Irrespective of global economic slowdown, the luxury market in India
is pegged to grow at 25% year on year basis between 2013 – 2015.
• It may be worth Rs. 82,500 crore ($15 billion) from the current level of
Rs. 44,000 crore ($8 billion).
• The increase in spending is expected to multiply three times not just in
metros but also in Tier II and III cities.
• While various estimates exist on the size and growth potential of
Indian luxury market – most estimates align on anticipated growth
http://www.business-standard.com/article/companies/indian-luxury-market-tobe-worth-rs-82-000-cr-in-2-years-113020800578_1.html

7. But we are not just in the luxury business are we?
• We are in the lucrative online luxury business – which shows YOY
growth across the world.
• A PWC report on the world luxury market suggests:
– The e-commerce channel in the luxury sector increasing and
gaining importance within the retail channels. The luxury sector
has reached, in the e-commerce, a significantly higher
performance (+20%) than that the overall market (+8%) in 2010.
So, to be more specific we are ‘in the business of delivering
luxury products through ecommerce.’

8. Now, let’s look at the prospects
•
India has at least 80 online retailers selling jewellery, luxury goods and
accessories according to comScore.Inc. The number has grown from less than
10 in 2010 to close to 60 in 2012.
• Pro: The market is still evolving as mindsets evolve.
• Con: More players are jostling at present in a very limited space.
•
In the country with 100 million internet users, the number of visitors to luxury ecommerce stores in India is just a fraction of those logging into popular
websites such as Jabong.com that are mass sellers.
•
For instance, excluzen.com which bills itself as India’s premier luxury lifestyle
destination has signed up over 50,000 members since it began operations in
early 2012. elitify.com gets 50,000 to 60,000 visitors per day.
http://www.livemint.com/Consumer/BtL4MStwq81quAmHzTuFWN/Websites-selling-luxuryproducts-expand-offerings-to-boost-b.html?facet=print

9. According to the experts
“Ecommerce is now just about 1% of the overall retail market. The sector
will be driven by youth making low and mid value purchases. Pure luxury
purchases online will take time.”
- Gaurav Gupta, Senior Director, Deloitte.
“I think for a luxury product to do well, it has to be unique. Though
traction is a lot lesser, it is growing steadily. The market for this segment is
very small, with a niche audience.”
- Saurabh Dadu, co-founder, strapsandstrings.com
http://www.livemint.com/Consumer/BtL4MStwq81quAmHzTuFWN/Websites-selling-luxuryproducts-expand-offerings-to-boost-b.html?facet=print

10. So what are we looking at?
• Slow but steady growth
• Niche audience
• 1% of retail market
• Will take time
• Too many players within a short period

11. Ok, for a second, let’s go back to the drawing board and
pick another word
Fashion, luxury, retail, india, ecommerce, best brands, awareness,
Exploration, high life, labels, satisfaction, expectations, desires, attention,
subconscious, fulfillment, work, happiness, relationships, work, fun, online,
commerce, aspirations, escape, longing, life, joy, friendships. Media,
attraction, contentedness, gratification, achievement, creation, effort,
Consummation, perfection, realization, accomplishment, masterpiece,
triumph, victory, arrival, securing, enjoyment, ecstasy, elation, spirits,
love, peace, delight, cheer, jubilation, vivacity, well being, hope,
exhilaration, laughter, cheer, geniality, beatitude, pleasure, euphoria,
elation, felicity, good humour, optimism, bliss, rejoicing, playfulness,
mirth, well being, cool, rapture, liveliness, comfort, alleviation, opulence,

12. What does the word contain
Satisfaction
Contentedness
Desires
Fulfillment
Happiness
Aspirations
Realization

13. Let’s look at our business and the ‘fulfillment’ angle
•
Why are we in the business of delivering luxury ecommerce?
• Is it because we want to see ourselves as satisfying people’s desire for
luxury or do we want to see our users fulfill their desires?
• Let’s just look at what ‘fulfillment’ brings to the table.

14. So how do people get their desires fulfilled?
• By articulating what they are truly desiring for
• By acquiring what they are truly desiring for
• By enjoying the experience of acquiring what they are desiring for
These might not just be physical goods but emotional
experiences as well such as love, support,
companionship, confidence, beauty, grace, etc.

15. Now, let’s look at our business in a different perspective
• We are helping people fulfill not just their physical but emotional
needs – thus, we are in the business of delivering love, empathy,
grace, confidence, support, companionship, and beauty.
• There will be different markets for each with different opportunities –
but let’s evaluate the ecommerce business in this perspective,

16. What are we delivering right now?
• Luxury products right to people’s homes
• Deals on luxury products that make it more affordable.
• Premium shopping experience

17. And what is the user’s take away from us?
• Great deals
• Direct to home products
• Discounts
• Wide range of choices in apparel, accessories, home décor, etc.
In short, we are delivering ‘satisfaction’ to some level.

18. Let’s look at how else we can help the user?
•
We start with how the user gets the desires fulfilled and walk back from there
– By articulating what they are truly desiring for
• So, here we can help the user articulate his/her desires
• We can cover: Confidence
•
By acquiring what they are truly desiring for
• By understanding the user’s true desires
• By providing what the user is looking for
• We can cover: Love, grace, beauty, support, companionship
– By enjoying the experience of acquiring what they are desiring for
• By delivering an experience that goes beyond shopping and creates
long term value
• We can cover: love, companionship

19. Now, let’s let look at what can we deliver to the user
• Helping the user articulate their desires
– A fantastic search and recommendation system
– Capturing of feelings on our platform
– A mechanism to articulate desires
– Conversation options with the user
• Helping the user acquire what they desire
– Product stories
– Product buyer stories
– Product prices
– Delivery mechanism
– Personal touch in order taking and delivery
– User-product networks
The experience will be created through the process in which we address each
of these points

20. Thank You
Disclaimer:
The presentation belongs to me but I am willingly foregoing any
copyrights on this. It can interpreted and used as the reader feels
best. I will not be making any claims at any stage. I will be happy to
see it being used.