Plush

Sandro Pireno

Team - A

Jennifer Tuft

Shashi Srikanta

n

Autumn Cherringto

n

Helen Bibilouri

Plush.com will be a personal, on-line

shopping destination for the professional plus size

women

Customers, Suppliers & Industry Experts:

Yesterday: 21Total: 61

Plus-sized women’s clothing is a $7.5bn industry; market expected to grow 5.2% annually, reaching $9.7 billion of revenue by 2017

At the consumer level: • women between the ages of 25 and 54 represent 69.5% of

the market for plus sized women’s clothing• women between the ages of 35 and 54 representing 51% of

the industry.

Analysts estimate that customers who bought plus-size clothes in 2010 were: • 12 million women (ages 18 to 34) • 20 million women (ages 35 to 54) • 21 million women (aged 55 and older)

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Shopplushny.com

PlushWho are we?

Who is she?She is a professional woman who is successful in life, but frustrated with finding well-fitting, good quality, clothing in her size (12+). She is over 30 years old and lives in the US.

How does she buy?She has a household income of above $85,000 and spends above $3,000 a year on clothing.

What matters most to her?Fit, quality, and flattery of the clothing is important. She wants to feel confident and put together. It is important to her that she have a successful shopping experience the first time around. She is willing to pay more, and potentially spend more time on the front end to ensure that what she purchases is exactly what she wants. Shopping is a personal experience and she know her body best.

Who influences her?She wants advice on how to look her best given her body type, but doesn’t necessarily follow fashion or celebrity trends. She will read blogs occasionally to keep up with new brands and latest developments in the plus size industry.

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A day in the life…

She wakes up in the morning, works a full day, hits the gym, and then heads out to dinner with friends. It is important to her to wear an outfit, which will transition seamlessly from day to night and of course, will include a comfortable and cute pair of shoes. She knows what items in her closet she wants to wear, but is unsure of how to put together a polished, professional, and flattering ensemble. She would love to have an online shopping destination tailored to her tastes, body, and multi-faceted, high-paced lifestyle. Ultimately, she wants to know that the clothes she orders will fit and flatter her.

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• Our value proposition is an online, pleasant shopping experience for hard to shop plus sizes with superior customer service.

• Our demographic is affluent, plus sized woman, aged 35-54 years.

• Our customers not be open to sharing the site or their purchases with others.

• Our customers want fashion-forward, trendier options, along with timeless classics, which are very high end.

• Our customers enjoy and appreciate the convenience of shopping online.

• Procurement of inventory will be our biggest challenge as we will need to purchase inventory outright in order to compete.

PlushDay 1

What we thought

Plush Team - ADAY - 1

What we learned

• Have three customer segments.

• May be able to leverage new customers to procure inventory.

• Customers interested in premium services like personal stylists.

• Some key partners such as distributors can be eliminated at this stage.

PlushDay 2 Day 3 Day 4

What we learned

• Customers want accurate details on clothing.

• Price isn’t a primary driver of decisions.

• Woman are willing to share purchases with personal network who share their needs.

• Customers prefer:• Contemporary

basics and quality over trendy.

• Physical stores to online, but could be converted if they found a site they trusted.

What we learned

• It is possible to “borrow” pieces from manufacturers to test sales.

• Influential tastemakers are likely to be the best earlyvangelists for Plush.

• Starting with MVP allows a significant reduction in cost structure.

• Affiliate marketing could be a source of revenue.

• Emphasis should be on proper fit, high quality brands, and contemporary basics and education.

Plush Team - ADAY - 2

Plush Team - ADAY - 3

Plush Team - ADAY - 4

Where we ended up

• Customers want a tailored experience, and are willing to pay a premium for this. Our value proposition now includes:

• An online, customized shopping experience• Superior customer service

• Acquisition will require a combination of web advertising, Google AdWords, social media, and targeted influencer marketing.

• Retention will involve providing a tailored experience, personalized interaction, loyalty programs, and superior customer service.

• We will launch our venture in three stages:1. MVP – Wardrobe capsules complemented by a concierge

service.2. Wholesale – Use increasing traffic data to entice

manufacturers.3. Flash Sales – Add a flash sale component to compliment

offerings.

PlushDay 5

Plush Team - ADAY - 5

• Early Evangelist:- Influential- Brand Appropriate- Active Driver

• Fulfillment• Shipping• Website• End User

(Customers)

End Users

• Manufacturers• Retail Stores• Designer Brands

• Warehouse• Web Service

Provider

• Procurement• Supply Chain• Website Production• Customized Advice

• Marketing• Advertising

• Content (inv, images)

• Start-up funding• Founding Team• Fulfillment • Customer Service• Advertising/

Marketing• Vendor Agreements

• An online, customized shopping destination for professional & fashionable plus sized women

• Superior Customer Service

• Personal Stylist (know your customer in detail)

Pain Points:• Frustrating shopping experience

• Ill fitting, poor quality clothing

• Too many returns

• Elimination of excess inventory

• Market and data research

• Acquisition of customer segment

• Targeted influencer marketing(feet on the st.)

• Adwords• Social Media• Retention:

• Customer Service• Service Innovation• Targeted loyalty

communications

• Leveraging data and new customer assets

• Web Sales

• Professional and fashionable plus-sized American Women

• Less price sensitive• High quality clothes• Contemporary basics• Prefer tailored experience

• Mature Brands• Department Stores

Full Product LaunchSuppliers

• Advertising• CRM • Inventory• Shipping

• Warehouse• Office Space• Customer Service• Full site Production

• Developer• Procurement• Marketing

• E-Commerce Platform

• Website

Content• Look Book• Returns

• Product Sales• Premium Services

PlushPlus Size Specialty Personal Shopper Web Sales

Educational Content

Plush Yes Yes, National Yes Yes

The Curvy Fashionista YesIn-Person; only in

Bay Area No Yes

The Plus Size Fashion Diva Yes No No Yes

Outblush YesYes, but a 4 week

waitlist Indirect Yes

UniquelyMe Yes No Indirect No

Myles Ahead YesYes, but only in South

FloridaYes, but only own brand No

Total Imaging Consulting No Yes No Yes

Momma's Rolling Stone No

Yes, but only a handful for blog

editorial No Yes

P.S. It's Fashion Yes Yes, but only in NJ No No

Style for Hire No Yes No No

MadisonPlus Yes No Indirect Yes

Competitive Analysis

Note: Competitive Analysis includes 200+ sites

Marketing Plan will include test & learn campaigns within the following channels:

Adwords

Educational content within site

Collateral for influencers

Industry events

PR in selected publications and blogs

Social media and communities (i.e. Pinterest)

Hyper-contextual targeting of niche groups (i.e. Linked In)

Facebook & LinkedIn sites

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Inventory Customers

Manufacturing

Retail Store

Designer Brand

Inventory

End User Customer

Early Evangelist

Key Words

Blogs

Cross-PlatformPromotion

Digital Advertising

Shipping & Fulfillment

Operations Overview

Plush Break Even Analysis

Appendix

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