FASHION'S ELECTRONIC COMMERCE

Influencers 

1.  70% of 1bn in sales from influencer marketing in 2017. 1 shoutout from a Kardashian led to 60K in sales. Is influencer marketing reliable? 

Just for you. Personalized Content. 

Pros - easy to find content of interest to YOU 

Social Media: Suddenly, you can hear the consumer. 

Personalization is born: Your taste + your actions mediates your experience & content 

Ecommerce standardizing formats 

Burn, baby, burn. This is exactly what UK-based Boo.com did in the late 90s, when it burned through more than $135 million. The site was founded to become a digital center for the cool and chic, and Fortune called Boo one of Europe's coolest companies before it even launched. With so much potential, the founders aimed high, hoping to sell its items in about 18 countries. But back then, the Internet was still young, and only about 20 percent of people were online in the UK. The company built too much, too soon, and couldn't sustain itself when people didn't flock to the site. It closed two years later in 2000.

Farfetch Now

Saw Opportunity: 

Was crystal clear the internet would change the industry. Many of the most unique brands around the world would not survive. Jose saw this: many people would be left behind, the industry would become less interesting & more uniform. 

What if? Someone creates a platform and gets all boutiques on board and they bring with them the big labels they work with and they launch a platform. 

Day 1 of platform: 

Opportunity to discover boutiques and places: community of people with multiple viewpoints in fashion (scandanvian, Italian) united by love of fashion

3 layers: technology, logistics (1 order from multiple boutiques), data 

Grandfather: Owned a shoe Factory

To-Do: Pattern Cutting 1 hr/day 

Swear: In the bad way 

Fell in love with fashion - the international aspect & the creative aspect 

Started in a very fashionable way .. #antifashion

Coding, punk, creating an ERP business!

Year 2001 

Gucci’s one-man Ecommerce team: Should we put our URL address on our Ad? 

Gucci 2000: That’s below us. 

That’s why you have a minuscule budget. We can’t have our images too big. Keep the pixels down. 

Gucci 2000: What happens if an order comes in? 

1991 - National Science Foundation allowed commercial use of the NET

1995 - NSF Charged $$ for registering domain names (120k registered)

1998 - 2+ million registered domain names

B2B buying relied on paper fax/mail purchase orders and invoices. Electronic Data Interchange (EDI) changed that. EDI became popular in 1968 and is still used today. Businesses are still just adopting Ecommerce. 

Was it weed? No, that was on the “Arpanet” 

Was it Pizza? No 

Technically, and unfortunately, it was a Sting album. 

Money for something = transaction 

The difference between electrical and electronic circuits is that electrical circuits have no decision making (processing) capability, while electronic circuits do.  

An electric circuit simply powers machines with electricity. However, an electronic circuit can interpret a signal or an instruction, and perform a task to suit the circumstance. For example, a microwave oven often bleeps when it has finished cooking, to inform the user that his or her meal is ready.