WILDFLANG

(The home of Tomboy

style & culture)

- INNOVAT0RS
 INTRODUCTION
Company name:- WILDFLANG
Founded in:- 2013
Protagonist:- Emma Mcilroy(CEO of Wildflang)

Background
The home of Tomboy style and culture- Wildflang (voice through fashion), was launched by two
self described tomboys Emma Mcilroy and Julia parsley who previously worked in Nike opened
their first retail location- The Wildflang fort. By July 2015 (after 2 and half year) their sales are
more than $ 2mn annually(which growing @ 250%) year over year with customer base of 120,000
 TARGETING AND POSITIONING
• Wildflang target customer:- WOMEN of different types such as footballers, judges ,teachers
or rockers.

• Basis of targeting:- beliefs (shared a similar set of value:- bold, empowered, independent,
rebellious) & behavior as they following same role model:- Gaga, Tegan, Sarah, Alexa Chung.

• positioning:- “Aspirational” women brand (POD) rather than “Androgyny” OR sexuality.

•Demographic segmentation

• Gender:- female
 CUSTOMER SEGMENTATION (on the basis of their
purchasing habit)
CATEGORY OF CURRENT AVERAGE CUSTOMER CHURN PURCHASE
CUSTOMER PORTFOLIO ORDER ACQUISTION RATE(%) FREQUENCY
VALUE(AOV) COST(CAC)
Wildflang’s 60% $68 $20
core loyalist
Walk -in 30% $96 75% 1.2
shoppers
Online 55% $200 $60 70% 1.4
shoppers
Wildflang 15% High Aov
exclusive $400 ( in single
visit) & more
than $ 1000
per month
 SWOT ANALYSIS
STRENGTH:- well defined target audience(with same needs and want): women who are independent,
self confident & have shared attitude & role-models.

WEAKNESS:- The idea of Wildflang can be copied & no. of competitor may go up resulting
increasing no. of options for customer & profit may go down.

OPPORTUNITY:- The style and culture of tomboy is a pre-existing social trend & is very popular
amongst women at the present moment. Competitors offering products as Wildflang targeted niche
markets making them sexuality rather than aspirational position & also less in no.

THREATS:- The demand for menswear-inspired may go down. The competitor targeting niche market
can offer low-price product.
BUSINESS PROBLEM

• To expand the company by summer 2016.

• prepare a funding pitch.(for their national expansion)

•Increase the sales

 DECISION DILEMMA
• To select one business model out of two or combination of two & risk associated with them
• Two business model are following:-
1. B & C Model
2. Multisided Platform
 COMPARISON
Private Label B & C Model
‘Bricks and clicks’ is a combination of
distribution of physical store and online shop.
bricks- physical store & clicks- online store
The main aspect of approach is the possibility
for customer to order, pick up return purchase
online or offline in stores
Multisided platform Label
Multisided is combination of value crated by
bringing together two or more distinct but
independent group of participants who may
operates as a users v/s paying customer
(google, YouTube)v/s (eBay)
The viability of a multisided platform is a
function of expanding network & create value
as participation on all sides of the platform
increases.
 PROS AND CONS( B & M)
Pros:-

• enhanced Wildflang experience(as they working according to this model),enabling shoppers to order,
purchase, pick up and return either online/offline.

• real time touch & feel factor

•Gross margin:- up to 80% on private fashions brand depending on the business model, material quality
& price(currently benchmarked@ 50%)

•35% profit margin from third party merchandise while collaborative pieces designed exclusively for
Wildflang could double these percentages

•Authenticity & maintaining brand essence.

CONS:-
•Lower engagement of different participants
•Additional investment in designing in- house talent is required to produce a product line.
•Collaboration with existing clothing label will require additional investment.
 PROS AND CONS (multisided platform)
 pros:-

•More participation from all sides

•These model can leverage Wildflang core competency in brand building, content creation,
community engagement(through users and feedback)

•Increase in online customer- (55% of customer portfolio acquired through paid media)

•Low inventory cost(affiliated merchants would manage inventory & fulfillment processing )

•Gross margin- 45%

Cons:-
•Core loyalties would reduce to 25% of the shoppers from 60%
•Fashion-engaged walk-in would comprise 5% of portfolio which is 30% in current scenario.
•High acquisition cost of Wildflang Exclusive customers