{ "docId": "019dd923-5de0-76bd-a16a-3daf99bdaba2", "docSlug": "d226a513f9a7a03c", "documentTitle": "The State of Fashion 2025", "authorId": "McKinsey", "authorName": "McKinsey", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.333, "pageNumber": 97, "pageCount": 154, "prevPage": 96, "nextPage": 98, "slideType": "client_example", "function": "illustrate_case", "density": "overcrowded", "nDataPoints": 0, "notes": "The slide is a transcript-style narrative about luxury retail customer acquisition strategies.", "elementsJson": [ "screenshot", "paragraph" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a16a-3daf99bdaba2/97", "deckHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2", "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2#slide-97", "components": [ { "bbox": null, "kind": "callout", "text": "The trick here is really to have powerful algorithms that give you predicted customer lifetime [value].", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd952-2e38-7248-a643-6e85dd7496fe", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 946, "y": 525 }, "kind": "image", "text": "Mytheresa webpage", "attrs": null, "subkind": "screenshot", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a7d2fdd9-6e12-4f38-a535-303e8a07df45", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 262, "y": 215 }, "kind": "paragraph", "text": "In-person events for top customers are one of Mytheresa's primary sales drivers. But customer acquisition is still critical for online retailers to grow their businesses in the long term. How should luxury retailers balance catering to top clients with enticing new customers across income brackets?", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0085c321-8c2b-4002-b092-4db1effd4b34", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 478, "y": 545 }, "kind": "paragraph", "text": "Many online shoppers find products today not by going directly to a retailer’s website but rather through social media and Google searches. When you do get a new customer who comes to the site through one of those side doors, how do you keep them coming back to your site and build their loyalty and lifetime value?", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0e58e5ac-03e7-4731-a341-6c75800122ee", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 710, "y": 705 }, "kind": "paragraph", "text": "Then it all depends how the first purchase goes. We know that the satisfaction score on the first purchase was a big driver for loyalty, because if you don't have a good satisfaction, you don't get a chance for the second time.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2ebddbd6-2038-4a6a-a3f5-85a40489f599", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 262, "y": 335 }, "kind": "paragraph", "text": "We have a very clearly defined target of a wardrobe builder that spends a lot. To acquire more of those types of customers, we have really fine-tuned our digital marketing. The trick here is really to have powerful algorithms that give you predicted customer lifetime [value].", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "97deae7d-8044-42ac-bbb4-adaeff4e7bd5", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 262, "y": 385 }, "kind": "paragraph", "text": "When we do our bigger events, we always give our clients a chance to bring a friend.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b317085e-994b-47f1-83a2-15394133415f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 478, "y": 705 }, "kind": "paragraph", "text": "We try to generate good, high-quality traffic by where we advertise [and] with what we advertise. If you advertise for a $150 sneaker, and get clicks, you get different traffic than if you advertise for an $800 sneaker. These are all the choices you have to make to [determine] what type and quality of traffic you drive to your website.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b43a473e-6d0a-4089-9eac-dba569142b6d", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 942, "y": 545 }, "kind": "paragraph", "text": "Then as we enter the relationship, as we understand not only what they bought, but also what they looked at, then we can get better in providing relevant content in terms of product recommendations. Clients which we acquired in 2015, that cohort, in terms of money, are still growing.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "cbfa637b-5503-43d5-95c6-25882eef3fca", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "x": 262, "y": 545 }, "kind": "paragraph", "text": "We are also hosting events with ambassadors ... in their houses, we partner with them, which often involves donation to their charity of choice. Then they invite 50, 60 of their friends, and the social sphere of a very good customer is potential for new good customers. The crucial point here is we try to find the customers again and again that fit our model.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "eab9f908-9368-4d39-8c2a-77c39fdf9009", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "cad28ccc-b1bb-464c-b8c2-d8a2fee45e61", "evidence": "We have a very clearly defined target of a wardrobe builder that spends a lot.", "confidence": 0.7 }, { "name": "Customer journey map", "slug": "customer-journey-map", "agent": null, "layer": "slide", "matchId": "5a2b7dbd-0ad0-420c-ae7b-8057adc6103f", "evidence": "We try to generate good, high-quality traffic by where we advertise [and] with what we advertise.", "confidence": 0.6 } ], "frameworks": [], "arcBeats": [ { "to": 154, "from": 20, "beatId": "54b19f34-d2fb-4a44-bbd4-baec035a1a11", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Solution (Provide relief)", "beatSlug": "problem-agitate-solution-solution-provide-relief", "evidence": "The document provides solutions and recommendations for fashion brands to address these challenges and succeed in 2025.", "position": 2, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }