Fashion Startup ecosystem analysis

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