1. Keisha Stephen l Sona Martirosian l Diana Mella Roca l Jennifer Mininno
NYU MS Integrated Marketing
E-Commerce Business Development

2. Company Information
http://thecloset.com
The Closet is every fashionista’s homepage.
Your favorite fashion blogs, stores, news, and
media are now hanging in one place. Like a
really good outfit, you can edit it, tweak it,
accessorize it and customize it to evolve with
your personal style.

3. Mission
YOUR VIRTUAL WALK IN CLOSET
All the fashion news, street style pictures, fashion
blogs, online stores and online editorials have
become more overwhelming than a pile of clothes
on your bed before an important night out. The
Closet solves this problem by giving fashionistas
one simple place to organize it all.

4. Value Proposition
By giving you a highly personalized new
organization system, The Closet saves you
time by aggregating all your favorite fashion
news, blogs, and retail sites and ensures
that you don’t miss out on the latest “it”.

5. The Closet:
Not Your Average Fashion Site
• Highly personalized
• Summarizes
• Keeps Fashionistas in the loop
• Saves you time
Users
• Behavioral targeting
• Geo Targeting
• Highly engaging campaigns
• Highly targeted e-mail lists
Advertisers

6. Revenue Model
Details Target
Advertising
Fees from advertisers in exchange
for display ads
Fashion retailers, Fashion
publications, Female-
targeted products
Affiliate
Payment in percentage of sales
based on referrals from
TheCloset.com
Fashion E-Retailers, Beauty
E-Retailers
Sponsored
Widgets
Customized widgets made for clients
on a case by case basis
Fashion retailers, Fashion
publications, Female-
targeted products
Dedicated
Newsletter
Customized news piece in “The
Essentials”
Fashion retailers, Fashion
publications, Female-
targeted products

7. Market Opportunity

8. • The U.S. female population will increase 9%, from 150
million in 2005 to 165 million in 2015
• Nearly nine out of 10 women report that they have
shopped for clothing themselves in the past year, and
eight out of 10 women have made a purchase during
that time.
• 156 million consumers in the US ages 14 and older will
buy online in 2013
Market Opportunity: Consumers
Almost 9 out of 10 internet users in the US will browse,
research or compare products online this year.

9. Market Opportunity: Consumers

10. Market Opportunity: Consumers

11. Market Opportunity: Fashion Industry

12. MARKET OPPORTUNITY: FASHION
INDUSTRY

13. Competitive Environment

14. COMPETITIVE ENVIRONMENT
• No direct competitor
• Varied and saturated market of indirect
competitors
Fashion
Blogs
Fashion
News Sites
Fashion
Magazines
Sites
Fashion
E-retailers
Fashion
Online
Community
Fashion
Apps
• Our indirect competitors will be also potential B2B
advertising partners

15. COMPETITION: FASHION BLOGS

16. COMPETITION: FASHION BLOGS

17. COMPETITION: FASHION NEWS SITES

18. COMPETITION: FASHION MAGAZINE WEBSITES

19. COMPETITION: FASHION E-TAILERS

20. COMPETITION: FASHION E-TAILERS

21. COMPETITION: FASHION COMMUNITIES

22. COMPETITION: FASHION COMMUNITIES

23. COMPETITION: AGGRIGATOR APPS

24. COMPETITIVE ANALYSIS
fashion
blogs news sites magazines
sites
e-tailers online
communities
apps
focus personal
coverage on
fashion and
brands
news, updates,
interviews
digital version of
print magazine
and online-only
content
(editorials)
sell merchandise social commerce reader, games,
mobile
commerce
business model ads, product
placements,
brand
advocates
ads, sponsored
news
ads, product
placement in
editorials
e-commerce affiliate (usually a %
on sales)
various (ads,
purchase,
subscription)
advertising high high high low medium medium
loyalty high medium medium medium high high
personalization none none none none high medium/high

25. • First mover advantage:
• first fashion-only content aggregator
• Differentiation strategy:
• offer a product with features that are not yet
offered by competitors (uniqueness)
• Superior value: personalization of content
• users customize their own experience
• “à la carte” content consumption leads to high
and immersive user engagement
COMPETITIVE ADVANTAGE

26. Target Audience

27. Who needs The Closet?

28. she has wallpapered the rental apartment
Who needs The Closet?

29. Who needs The Closet?

30. B2B Target Audience
A range of retail stores and fashion brands that appeal to our
target audience and want more exposure in a competing
environment. These include both middle end and high end
businesses, small boutiques, vintage stores, etc.

31. Market Strategy

32. The digital fashion world
organized the way you like it

33. Media Strategy & Promotion: B2B
Acquisition
• Use SRDS to target
CMOs, execs and
movers and shakers in
the fashion world:
• Direct mail teasers
• Media Kits
• Invites to exclusive
launch party
• Targeted online
advertising
• Press Releases

34. Media Strategy & Promotion: Influencers &
Strategic Partnerships
Use Social Listening
tools to find
influencers and high
volume fashion
bloggers and form
partnerships

35. CRM Strategy
• Use Salesforce software to manage B2B & B2C audience
• B2C audience:
• Collect names & email addresses
• Collect RFM data into a database and segmented to set
up Loyalty programs
• Two levels of Loyalty Cards:
• Fashion Forward
• Ultimate Fashionista

36. Customer Service Channels
• Email
• Twitter
• Live Chat
• FAQ & how-to videos on website
• Forums & Reviews

37. Storefront platform

40. site map
Home
Fashion Blogs Designers Shopping Beauty Mail About Contact Advertise
Media Kit
Help
FAQ
Register

41. Banner Ads
Sponsored
Content
Takeovers
Sponsored
Widgets

42. Mobile app

43. Social profiles

44. Content Strategy

45. Thank you