FASHIONGO
MULTIMEDIA
SERVICE

How can FashionGo enhance the B2B purchasing
experience with multimedia content?

PRODUCT

Following its acquisition by a Korean IT company, FashionGo needs to shift from its decade-long reliance on major sellers, who have significant platform control. The primary objective is to introduce new services to attract and retain a large number of buyers, thereby regaining platform dominance.

PROBLEM

In the B2B market, there are a number of factors that buyers need to evaluate before making a significant investment in a product. To make this buying experience easier and boost the confidence of buyers in purchasing process, multimedia contents can help them understand complicated details and highlighting the benefits of products better.

SOLUTION

STRATEGY

ROLE & RESPONSIBILITIES

As a Project Owner and Service Designer, I was responsible for defining the purpose of the multimedia service. This involved developing strategies that would enable FashionGo to better engage young buyers and increase its control over the platform. For this to be achieved, I had to understand the needs of different stakeholders within the FashionGo marketplace. 

I have researched B2B regulations with the assistance of the operations team, and have found a way to make buying guidelines easier through multimedia content by leveraging our photo studio service's core capabilities, such as relationships with model agencies and the capability to shoot short videos.


WHAT TO ACHIEVE

01

After FashionGo was acquired by a Korean IT company, many efforts were made to revise its business model. For over ten years, FashionGo has relied on the revenues from commissions and advertising fees from big sellers(vendors). As a result, the sellers have an excessive amount of control power over the platform. As a long term strategy for regaining the control power, FashionGo plans to launch new services to increase the acquisition and retention rate of buyers.

BACKGROUND & CHALLENGE

GOAL

  • How can FashionGo enhance the B2B purchasing experience with Multimedia Contents?

  • Develop strong product sale lines other than clothings

  • Reduce cancellations, returns, and refunds

  • More buyers, More sellers - Control FashionGo platform with our regulations

OUTCOMES


WHERE TO PLAY

02

PRODUCT CATEGORY


Leveraging the Relationships with Beauty Sellers & Suppliers

Cosmetics and beauty products have a larger market size, and there are more timeless items in their product category. Moreover, Korean beauty items have become increasingly popular on the market in recent years, so FashionGo can also leverage the relationships with Korean sellers and suppliers.


HOW TO WIN

03

Transforming Complicated B2B Product info & Buying
Guideline into Infotainment Content

EASY B2B BUYING GUIDELINE


In the B2B market, buyers need to assess product and seller value, pricing, and regulatory compliance before making a purchase decision. To simplify the process and increase buyer confidence in purchasing decision making process, multimedia tools can be used to explain complex information and showcase a product's benefits, pricing, packaging, regulations, and seller credibility. This helps buyers understand product values and review their competitiveness in the market.

STORYTELLING OF SELLERS & PRODUCTS FOR B2B MARKET


Building a Story Targeting a Specific Demographic Using
FashionGo Data Analysis

Our multimedia service helps sellers tell their brand story and showcase their products. By utilizing data from FashionGo's main platform, we can define their market segment and demographic of the product users and consult their marketing approaches. Partnering with model agencies allows us to select models that appeal to their target demographic and create culturally relevant content.

DESIGNATED FRONTPAGE FOR MULTIMEDIA CONTENTS


Managing & Distributing Multimedia Contents to Extend
Their Lifecycle

To increase the traffic on the media contents and extend its life cycle, we planned to build a new section exclusively for multimedia contents on FashionGo's main page. The contents will be grouped by themes and displayed and circulated in different sections to reach the target audience until it gets attention from buyers to be sold by itself.

04

CAPABILITIES TO IMPLEMENT

KEY ACTIVITY SYSTEM
OF “HOW TO WIN”


Establishing a Map of Activities and Competencies for Implementing Multimedia Contents Service

  • Build up FashionGo’s server for controlling B2B Multimedia contents.

    • *B2B product info such as pricing tier, order form, and MSRP are exclusive to the B2B market, so Multimedia Contents should be controlled in FashionGo Platform Server.

  • Inspect the safety of products in accordance with federal and state regulations

  • Create Storytelling & Marketing Message of a brand/product working with its seller

  • Manage the distribution channels for multimedia content to its target buyers *Multimedia content will be emailed directly to prospective buyers as an additional service

05

MEASUREMENT SYSTEM TO IMPROVEMENT

COMMUNITIES MANAGEMENT
FOR MULTIMEDIA CONTENT

Creating a Productive & Healthy Community Environment


A key success metric is buyers' attention to Multimedia contents and interactions between buyers; reviews, comments, and views on them. In order to encourage buyer participation in the contents, user-friendly design will focus on how buyers can read other comments easily, and a follow-up email will be sent after the purchase asking for product reviews and comments. The operation team will monitor false/misled product comments to create a healthy community.

06

NEXTSTEPS

CERTIFICATION FOR VERIFIED
PRODUCT BY FASHIONGO


Providing Buyers with B2B Item Purchase Guidelines
for Their Investment

FashionGo Multimedia Service is all about introducing verified products to buyers. The Multimedia service will build up credibility on FashionGo as a B2B Fashion E-commerce platform. On the item listing, FashionGo will attach a sticker called "FashionGo verified item." it will provide buyers with an easy and safe guideline for making a safe B2B purchase.

“FashionGo Verified item” badge will increase the retention and acquisition rate of buyers. As FashionGo attracts more buyers, more vendors will join, and consequently, FashionGo will have more control over the platform and expand various services.