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Lesara - The Leading Agile Fashion Retailer - 6 Theses

Lesara - The Leading Agile Fashion Retailer - 6 Theses

Presentation for the QA Session with Jochen Krisch, Roman Kirsch and Robin Müller on the K5 conference in Berlin 2017.

Video of the session can be found here: https://www.youtube.com/watch?v=BqF-egWaUso

Robin Müller

June 22, 2017
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  1. Lesara
    The Leading Agile
    Fashion Retailer
    #6 Theses
    Berlin, June 2017

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  2. 3
    Mass-Market : 50-60%
    (Price points €5-€40)
    Mid-Tier: 25-35%
    (Price points €40-€150)
    High-End: 15%
    (Price points >€150)
    Dominant Offline Players Dominant Online Players
    #1 Fast-Fashion & Value-retail is the biggest underserved
    market
    Existing players are not up to excellence due to product quality & customer satisfaction (Chinese marketplaces) or time-to-
    market- & supply-chain-speed as well product innovation (European players).
    • Boohoo with €500m+ revenues, +50% Y-o-Y
    • €2.8bn+ market cap, 5.5x revenues
    • Wish with $3.5bn valuation
    • $1bn+ in financing
    • H&M lost €15bn in market cap
    last 2 years (-40%)
    • -6% revenues Y-o-Y
    • Bestseller: -50% profit
    • Primark: First revenue
    decrease 2016 with -2%
    • Asos €2.2bn revenues, +26% Y-o-Y
    • €6.1bn market cap, 2.8x revenues
    • Zalando with €4.4bn revenues, +22% Y-o-Y
    • €10.7bn market cap, 2.4x revenues

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  3. 7/18/16
    Example Presentation 4
    Faster time-to-market correlates with strong revenue growth
    #2 See now, Buy now generation – Agile Retail wins

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  4. 5
    #3 Vertically integrated players & Cross-Border Commerce
    outperforms market
    Vertically integrated players winning market share Cross-Border-Commerce gaining market share
    Global E-Commerce growing fast – we ship to 10 out of the Top 20 markets*
    7
    9
    10
    12
    18
    35
    48
    60
    9
    11
    11
    13
    21
    41
    59
    70
    10
    13
    13
    15
    24
    48
    73
    80
    Germany
    UK
    +19% +20%
    +12%
    +12%
    +17%
    +16% +23%
    +14%
    Italy
    Spain
    Benelux
    AT & CH
    Nordics
    France
    2014 2016
    2015
    € billion

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  5. 6
    #4 Mobile first wins
    * UK, Germany, France, Italy, Netherlands, Sweden, Switzerland, Spain, Belgium, Poland. (1) Source: Internet Retailer
    We are mobile first – outpacing the market in adaption
    41
    35
    75
    60
    41
    29
    12
    2015 2017e
    2016
    2014
    25
    2013
    30
    20
    Lesara mobile revenue share
    EU Mobile e-commerce revenue share (1)
    1. Browse, not Search
    2. Push, not Pull
    3. Speed, not Size
    4. Pictures, not Text
    We are mobile first – outpacing the market in adaption

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  6. 7
    #5 Data-Driven Merchandise & Product Management
    Our Vision – Product Management on “Autopilot”:

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  7. 8
    #6 Customer Analytics & Personalization is essential
    Customer interaction tracking allows us to personalize content and communication
    Recommendation
    Daily
    10% Promotion
    60% Recommendation
    30% Information
    Reaction
    Push
    Measure
    Adapt
    Calculate initial
    content, contact
    mix and frequency
    Track user
    interactions
    on all channels

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  8. 9
    Mobile first
    Scalable
    Personalized
    Super fast
    Live Content
    A/B Testing
    “No page view is the same”
    A Kick-Ass E-Commerce Website in 2017

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  9. 10
    The new architecture

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  10. 11
    Buy a tuxedo before you are thirty.
    Stay that size.
    Set a performance goal for your website.
    Stay that size.

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