FASHIONGO
MULTIMEDIA
SERVICE
How can FashionGo enhance the B2B purchasing
experience with multimedia content?
PRODUCT
Following its acquisition by a Korean IT company, FashionGo must shift away from its decade-long reliance on major sellers, who hold significant control over the platform. The primary goal is to introduce new services that attract and retain a large buyer base, thereby regaining platform dominance.
PROBLEM
STRATEGY
ROLE & RESPONSIBILITIES
As a Project Owner and Product Designer, I defined the multimedia service's purpose, developing strategies to help FashionGo engage young buyers and strengthen platform control. This required understanding the needs of various stakeholders.
With the operations team's help, I researched B2B regulations and simplified buying guidelines using multimedia content, leveraging our photo studio’s relationships with model agencies and ability to shoot short videos.
WHAT TO ACHIEVE
01
In the B2B market, buyers must evaluate several factors before making a significant investment in a product. To simplify this process and boost buyer confidence, multimedia content can help explain complex details and better highlight the benefits of the products to the buyers.
SOLUTION
After FashionGo was acquired by a Korean IT company, significant efforts were made to revise its business model. For over ten years, FashionGo has relied on revenue from commissions and advertising fees from major sellers (vendors), giving these sellers excessive control over the platform. As a long-term strategy to regain control, FashionGo plans to launch new services aimed at increasing buyer acquisition and retention rates.
BACKGROUND & CHALLENGE
GOAL
How can FashionGo enhance the B2B purchasing experience using multimedia content?
OUTCOMES
Expanding Product Lines Beyond Clothing
FashionGo aims to diversify its offerings by expanding into product categories beyond clothing, attracting a wider range of buyers and sellers.
Reducing Cancellations and Returns
To boost customer satisfaction and operational efficiency, FashionGo will implement strategies to reduce cancellations, returns, and refunds.
Increasing Platform Control
By expanding its buyer and seller base, FashionGo seeks to enhance platform control, enabling more effective enforcement of regulations for smoother operations.
WHERE TO PLAY
02
PRODUCT CATEGORY
Leveraging Relationships with Beauty Sellers & Suppliers
Cosmetics and beauty products have a larger market size with more timeless items in their category. Additionally, Korean beauty products have gained significant popularity in recent years. FashionGo can capitalize on this trend by leveraging its relationships with Korean sellers and suppliers, expanding its reach and influence in the beauty market.
HOW TO WIN
03
EASY B2B BUYING GUIDELINE
Transforming Complex B2B Product Information into Engaging Infotainment
In the B2B market, buyers must assess product value, pricing, and regulatory compliance before making decisions. To simplify this, multimedia tools can turn complex information into engaging content, highlighting benefits, pricing, packaging, regulations, and seller credibility. This helps buyers better understand product value and market competitiveness.
STORYTELLING OF SELLERS & PRODUCTS FOR B2B MARKET
Building a Targeted Story with FashionGo Data Analysis
Our multimedia service helps sellers craft brand stories and showcase products effectively. Using FashionGo's data, we identify market segments and target demographics, guiding their marketing strategies. By partnering with model agencies, we select models that align with their audience, creating culturally relevant content.
DESIGNATED FRONTPAGE
FOR MULTIMEDIA CONTENTS
Managing & Extending the Lifecycle of Multimedia Content
To boost traffic and extend the lifecycle of multimedia content, we plan to create a dedicated section on FashionGo's main page. The content will be organized by themes and strategically circulated across different sections to ensure it reaches the target audience. This approach will keep the content visible and relevant, increasing its chances of gaining buyer attention and driving sales.
04
CAPABILITIES NEEDED FOR IMPLEMENTATION
KEY ACTIVITY SYSTEM
OF “HOW TO WIN”
Establishing a Map of Activities and Competencies for Implementing Multimedia Content Service
Build and Manage FashionGo’s B2B Multimedia Content Server
Since B2B product info such as pricing tiers, order forms, and MSRP are exclusive, multimedia content should be controlled within FashionGo's platform server to maintain confidentiality.
Ensure Product Compliance
Inspect product safety to ensure compliance with federal and state regulations.
Create Storytelling and Marketing Messages
Collaborate with sellers to craft compelling brand/product storytelling and marketing messages.
Manage Multimedia Content Distribution
Oversee distribution channels, with multimedia content directly emailed to prospective buyers as an additional service to target the right audience.
05
REVIEW MEASUREMENT SYSTEM TO IMPROVE
COMMUNITIES MANAGEMENT
FOR MULTIMEDIA CONTENT
Creating a Productive & Healthy Community Environment
A key success metric is buyer engagement with multimedia content, including reviews, comments, and views. To boost participation, user-friendly design will make it easy for buyers to read and interact with comments. After a purchase, follow-up emails will be sent to request product reviews and feedback to increase contents’ credibility and engage more buyers. The operations team will actively monitor for false or misleading comments to maintain a healthy and trustworthy community.
06
NEXTSTEPS
CERTIFICATION FOR VERIFIED
PRODUCT BY FASHIONGO
Providing Buyers with B2B Purchase Guidelines for Safe Investments
FashionGo's Multimedia Service focuses on introducing verified products to buyers, building credibility for FashionGo as a leading B2B fashion e-commerce platform. Each item listing will feature a "FashionGo Verified Item" badge, offering buyers a clear and reliable guideline for safe purchases.
This verification badge will boost buyer retention and acquisition. As FashionGo attracts more buyers, more vendors will join, giving FashionGo greater control over the platform and enabling the expansion of additional services.
