Politecnico di Milano Design Management for Fashion Prof. Cabirio Cautela
STARTUPS CLUSTERING FASHION ECOSYSTEM ANALYSIS BY Chiara Di Lodovico Giulia Gatto Francesco Lana Antonella Sechi
PROCESS OF CLUSTERING Our help(s) who want to by and by
product service
customer segment
jobs to be done
reducing pains
increasing gains
Analysis of individual STARTUPS described by VALUE PROPOSITION
CLUSTER based on research affinities according to AIM
CLUSTER different ways of REACHING the PURPOSE
CLUSTERING
NETWORK PLATFORM DATA
RENT BUY SELL
REACH DISCOUNTS
DESIGNED BY YOURSELF
JOB CONNECTIONS
CO
MANAGERIAL HELP
CONSULTING/ FEEDBACK
PROVIDE TOOLS FOR WORKING
SAVE MONEY PURCHASE
B2C
PERSONAL LOOK AND FIT
RECOMMEND STYLE ADVICES
B2B
LABEL AND DESIGNER LAUCHER
PROJECT DEVELOPMENT
2SM STORE SERVICE
PROMOTE PROFESSIONAL FIGURES CRAFTMAN
SUPERIOR EMPLOYEES LUXURY WINDOWS SELLING
CROWD FUNDING
STYLIST DESIGNERS
O
B2C CLUSTERING B2C SAVE MONEY PURCHASE
PERSONAL LOOK AND FIT
RENT BUY SELL
BUY / SELL The Social Closet
REACH DISCOUNTS
RENT
PURCHASE TO EARN CREDITS
EARN CREDITS TO PURCHASE
DISCOUNT BY SOCIAL CONNETIONS
ONLY BY INVITATION
Girlmeetdress
Fahionism
Send the Trend
Stylecrook
Best Secret
November 2012 Chicago
August 2013 London
2008 Amsterdam
2010 New York
2013
2007 Berlin
HELPS Consumers who want to buy or sell luxury items at discount price.
HELPS Consumers who want to rent a dress in a safe way
HELPS Luxury consumers
HELPS Consumers who want to buy at a discount price
HELPS Consumers who want discount prices
BY earning credits via a numeber of social shopping features, including a 10$ credit anytime another consumer purchases from their My Style Page
BY leveraging their social connections to stole the deal to other users
HELPS Consumers who want to buy brand and designers products at discount prices
BY virtual wardrobe and sharing photos on a social network related.
BY selecting three dress and renting, with the possibility to try dress and choose the best, returning the worst
BY earning up to 20% cashback on each luxury purchase
BY private shopping club, discount up to 80%
B2C CLUSTERING B2C SAVE MONEY PURCHASE
PERSONAL LOOK AND FIT
CHANGING FACTOR
CHANGING FACTOR
RENT the online shopping experience CHANGE BUY SELLby selecting at FIRST virtually and AFTER physically the items you HOLD for renting
BUY / SELL
RENT
HELPS Consumers who want to buy or sell luxury items at discount price. BY virtual wardrobe and sharing photos on a social network related.
PURCHASE TO EARN CREDITS Fahionism
The Social Closet November 2012 Chicago
Change the way to reach aREACH discounts. User obtain extra credit by otherDISCOUNTS costumer purchases. Reward for “publicity”.
Girlmeetdress
August 2013 London HELPS Consumers who want to rent a dress in a safe way BY selecting three dress and renting, with the possibility to try dress and choose the best, returning the worst
2008 Amsterdam HELPS Luxury consumers BY earning up to 20% cashback on each luxury purchase
EARN CREDITS TO PURCHASE Send the Trend
2010 New York HELPS Consumers who want to buy at a discount price BY earning credits via a numeber of social shopping features, including a 10$ credit anytime another consumer purchases from their My Style Page
DISCOUNT BY SOCIAL CONNETIONS
ONLY BY INVITATION
Stylecrook
Best Secret
2013
2007 Berlin
HELPS Consumers who want discount prices
HELPS Consumers who want to buy brand and designers products at discount prices
BY leveraging their social connections to stole the deal to other users
BY private shopping club, discount up to 80%
DESIGN BY RECOMMEND YOURSELF
B2C CLUSTERING B2C SAVE MONEY PURCHASE
PERSONAL LOOK AND FIT
RECOMMEND STYLE ADVICES
CUSTOMIZATION
QUIZ
“HOT OR NOT” INTERFACE
INSTANT CHOICE + USER’S PROFILE
PREDESIGNED MODELS
DESIGN BY YOURSELF
Stitch Fix
Stylect App
Fashinating
EShakty
FitMeSo
2011 San Francisco
2013 London
2009 Larnaka
2001 Washington
2014 Tajpei
HELPS Female consumers who have no time to do shopping
HELPS Female consumers who want stilish items
HELPS Customers discover, track and shop their favourite product
HELPS Female customers who want a customized look
HELPS Female customers who want a customized look
BY Personal shopping advisor Hand selected items delivered at home Ship back what you don’t want
BY Style recomendation on user’s feedback Notification whenever product they love goes on sale
BY Fashion discovery process based on instant user’s choices and accumulated user profile
BY - Creation and customization clothing from pre-designed models - Choose sleeve, neckline, skirt lenght
BY - Creation and customization clothing from body template - User measurement
DESIGN BY RECOMMEND YOURSELF
B2C CLUSTERING B2C SAVE MONEY PURCHASE
PERSONAL LOOK AND FIT
CHANGING FACTOR RECOMMEND STYLE ADVICES
QUIZ
“HOT OR NOT” INTERFACE
Stitch Fix
Stylect App
2011 San Francisco
2013 London
HELPS Female consumers who have no time to do shopping
HELPS Female consumers who want stilish items
BY Personal shopping advisor Hand selected items delivered at home Ship back what you don’t want
BY Style recomendation on user’s feedback Notification whenever product they love goes on sale
FIND MATCHINGS according to USER’S PREFERENCES checked by INSTANT CLICK and PERSONAL PROFILE, without a direct participation of the USER in defining style DNA. INSTANT CHOICE + USER’S PROFILE
CUSTOMIZATION
PREDESIGNED MODELS
DESIGN BY YOURSELF
EShakty
FitMeSo
2001 Washington
2014 Tajpei
2009 Larnaka
HELPS Female customers who want a customized look
HELPS Female customers who want a customized look
HELPS Customers discover, track and shop their favourite product
BY - Creation and customization clothing from pre-designed models - Choose sleeve, neckline, skirt lenght
BY - Creation and customization clothing from body template - User measurement
Fashinating
BY Fashion discovery process based on instant user’s choices and accumulated user profile
DESIGN BY RECOMMEND YOURSELF
2SM CLUSTERING 2SM PROMOTE PROFESSIONAL FIGURES
STORE SERVICE
LUXURY WINDOWS SELLING
SUPERIOR EMPLOYEES
Matches Fashion
Image Window
STYLIST
DESIGNERS
Date my wardrobe
Client Couture
1990 London
2011 New York
2013
2007 California
HELPS Customer visiting the shop and Employees
HELPS Fashionistas who wants to buy an exclusive item and Brand partners
HELPS Designers who want to emerge and Fashionistas who want unique products
HELPS Stylists who wants to monetize their downtime and Consumer who don’t have time to purchase
BY Renting high end collection from emerging designer Possibility to purchase after the rental period
BY Connection between stylist and clients Anchoring around virtual closets, connecting members, retailers and stylists
BY Involving employees in the business to successes in sell performances. They are encouraged to learn more and do the best, offering a superior experience of shopping for buyers.
BY E-commerce platform related to shop windows. Featuring Window Images from the most prestigious luxury stores around the world, presented in live time.
CRAFTMAN
INCENTIVIZE ITALIAN DISTRICT Stylenda
POOR COUNTRY DEVELOPMENT Una Fashion
2012 Roncade
2013 Montreal
HELPS Jewelry artisans / small leather artisans
HELPS Artisans in India
BY An e-Commerce selling 100% Made in Italy menswear and accessories produced exclusively by selected artisans
BY Using fair trade ethical fashion as a platform to create positive change and promoting conscious consumerism.
DESIGN BY RECOMMEND YOURSELF
2SM CLUSTERING 2SM FACTOR CHANGING PROMOTE STORE Emerging designers earn VISIBILITY by RENTING. PROFESSIONAL SERVICE FIGURES CHANGE in promotion: RENTING allows
customers to TEST products at affordable price, without purchase constraint. LUXURY WINDOWS SELLING
SUPERIOR EMPLOYEES
Matches Fashion
2011 New York
HELPS Customer visiting the shop and Employees
HELPS Fashionistas who wants to buy an exclusive item and Brand partners
BY Involving employees in the business to successes in sell performances. They are encouraged to learn more and do the best, offering a superior experience of shopping for buyers.
BY E-commerce platform related to shop windows. Featuring Window Images from the most prestigious luxury stores around the world, presented in live time.
CRAFTMAN
Client Couture
Image Window
1990 London
STYLIST
DESIGNERS
Date my wardrobe 2013 HELPS Designers who want to emerge and Fashionistas who want unique products BY Renting high end collection from emerging designer Possibility to purchase after the rental period
2007 California HELPS Stylists who wants to monetize their downtime and Consumer who don’t have time to purchase BY Connection between stylist and clients Anchoring around virtual closets, connecting members, retailers and stylists
INCENTIVIZE ITALIAN DISTRICT Stylenda
POOR COUNTRY DEVELOPMENT Una Fashion
2012 Roncade
2013 Montreal
HELPS Jewelry artisans / small leather artisans
HELPS Artisans in India
BY An e-Commerce selling 100% Made in Italy menswear and accessories produced exclusively by selected artisans
BY Using fair trade ethical fashion as a platform to create positive change and promoting conscious consumerism.
B2B CLUSTERING B2B LABEL AND DESIGNER LAUNCHER
PROVIDE TOOLS FOR WORKING
MANAGERIAL HELP
CONSULTING / FEEDBACK
DATA
Fashion Advance
Fashion Gps 2006 New York HELPS Brand and PR agencies BY - Track and manage samples, plans and executive events - Host and manage media - Enables communications with key contacts.
for COMPANIES
for COMPANIES, DESIGNERS
for DESIGNERS
Style Sage
Business of fashion
Style Sight
2012
2009 London
2004 New York
HELPS Companies who want to apply proactive strategies
HELPS Fashion creatives, business professionals and enterpreneur
HELPS Designers, manifacturers and retailers
BY Realtime alerts on competitors’ sales Promotional activities Identify inventory overstock that must be dowloaded
BY Offering fashion business intelligens on emerging designers, disruptive technologies and global brands that are making their mark on the industry.
BY Accessing to latest fashion data and images, which can be used in advertising campaigns, design plans and merchandise displays
2012 New York HELPS Young fashion creators who want to have feedback BY Submitting portfolios, designing ideas and questioning directly to an expert for a fee
B2B CLUSTERING B2B LABEL AND DESIGNER LAUNCHER
JOB CONNECTIONS
CHANGING FACTOR
CHANGING FACTOR
PROVIDE System service designed on specific fashion ecosystemTOOLS FOR criticism: organisation of all activities linked WORKING
Introducing of ACADEMIC REVIEW service for creatives by experts.
to fashion events
MANAGERIAL HELP Fashion Gps 2006 New York HELPS Brand and PR agencies BY - Track and manage samples, plans and executive events - Host and manage media - Enables communications with key contacts.
CONSULTING / FEEDBACK
DATA
for COMPANIES
for COMPANIES, DESIGNERS
for DESIGNERS
Style Sage
Business of fashion
Style Sight
2012
2009 London
2004 New York
HELPS Companies who want to apply proactive strategies
HELPS Fashion creatives, business professionals and enterpreneur
HELPS Designers, manifacturers and retailers
BY Realtime alerts on competitors’ sales Promotional activities Identify inventory overstock that must be dowloaded
BY Offering fashion business intelligens on emerging designers, disruptive technologies and global brands that are making their mark on the industry.
BY Accessing to latest fashion data and images, which can be used in advertising campaigns, design plans and merchandise displays
Fashion Advance 2012 New York HELPS Young fashion creators who want to have feedback BY Submitting portfolios, designing ideas and questioning directly to an expert for a fee
B2B CLUSTERING B2B
LABEL AND DESIGNER LAUNCHER
PROVIDE TOOLS FOR WORKING
CROWDFUNDING
CODEVELOPMENT PROJECT
PROMOTION
Fashion Fund
Trendseeders
Couture Spot
2013 London
2012
2013 London
HELPS Luxury fashion designers
HELPS Designers and emerging fashion companies who want to lay the foundation for their company
HELPS Young talented designers
BY Startup incubator Put in contact designers & fashion tech enterpreneur with customers and investors
BY Fashion expertise Hub of support, mentorhip and guidance
BY Giving feedback for the project they want to create and secondly promoting the finished one
B2B CLUSTERING B2B
LABEL AND DESIGNER LAUNCHER
CHANGING FACTOR PROVIDE TOOLS FOR WORKING
PROVIDE CHANGE OF definition of FASHION TOOLS FOR WORKING ENTERPRENEUSHIP
From FINANCIAL LED to CONSUMER LED.
CROWDFUNDING
Fashion Fund 2013 London HELPS Luxury fashion designers BY Startup incubator Put in contact designers & fashion tech enterpreneur with customers and investors
CODEVELOPMENT PROJECT
PROMOTION
Trendseeders
Couture Spot
2012
2013 London
HELPS Designers and emerging fashion companies who want to lay the foundation for their company
HELPS Young talented designers
BY Fashion expertise Hub of support, mentorhip and guidance
BY Giving feedback for the project they want to create and secondly promoting the finished one
FOCUS ON RELATIONSHIP between designers and companies
JOB OPPORTUNITY DESIGN CONTEST INEFFICIENCY Desall 2011 Roncade HELPS Companies Companiesand andprivate clients privatelooking clientsforlooking inspiration, creativity and for inspiration, product innovation creativity and product innovation and help creatives connect to each other, get noticed and be visible to the all the design companies around the world. BY Creative contests open to a worldwide community of designers. Comany brief - Designer Project Reward for winning projects
INEFFICIENCY RELATIONSHIP BETWEEN DESIGNER AND COMPANIES NOT WELL BALANCED
No feedback for all contestants Ideas for free waste of time Designer projects as costless resource of inspiration for “companies around the world”
DEVALUATION OF CREATIVES WORK