OUTERWEAR - Coats, Jackets, Parkas, Vests and Blazers
PLATFORM - The programing that runs the central server + the consumer web site + Vendor Partner user interface.
PORTAL - An online web site that attracts users with a similar interest in mind.
PREMIUM BRAND LABELS - These are the apparel companies with established, recognizable distinct brand labels. All have their own catalog and web site.
TRUSTED VENDOR PARTNERS - The Premium Brand Labels
SERVICE PROVIDER - Trade Commission laws and regulations requires the distinction between first, second or third party marketing of goods. As a service provider, MrJacket.com is merely a conduit for the sale between the Vendor Partners and the consumer and does not sell any goods.
Feb 2012
MrJacket.com
Executive Summary
for
Premium Brand Labels
Online Portal for Outerwear
by
Richard Giardini
richard@MrJacket.com
706-215-1561
This summary describes an online platform and a business model to be located at MrJacket.com. The technical design of the platform facilitates Premium Brand Label Outerwear sales online. The business model gently nudges traditional models of online direct market sales of the most popular Premium Brand Labels - The Gap, JCrew, Abercrombie and the like. There is also a first mover advantage in the example below.
Primer
Think of a shopping mall dedicated to selling only outerwear. Coats, jackets, parkas, vests, blazers and all the best catalog fashion labels are there. Orvis, LL Bean, Gap, Patagonia, Filson, Abercrombie, to name a few of dozens and dozens of Premium quality Labels. But only Outerwear.
Take that idea online. You’re browsing for a winter coat or jacket. You don’t want to go to each and every online catalog site.....even if you knew them all, you could spend the whole day searching. Ending in, maybe later or worse, forget it.
About MrJacket.com.
It is an online portal for Outerwear but only Outerwear, hosting all the Premium Brand Labels. The platform that runs the site is secure & scalable offering Virtual Private Network connectivity and personalized vendor account management to each trusted vendor partner (the Labels). Vendors jury-in their outerwear, current to their catalogs. Account managers are assigned to each vendor partner to manage relations and sales engineering.
MrJacket.com distinguishes itself from second and third party online marketing sites by partnering with old school Premium Brand Labels while functioning only as a service provider and not actually selling the apparel of vendor partners. The vendors sell their own goods thru their own online systems. MrJacket only facilitates and enhances sales the same way a land based shopping mall facilitates sales, by attracting and consolidating consumers to one shopping location where all the best Brands are located only here the consumers have a similar shopping interest in mind - Outerwear.
Also, the MrJacket.com business model should not be confused with Affiliate models. MrJacket.com is a Premium Brand conduit for their current catalog offerings. When their Outerwear offerings change on their web site, they changes on MrJacket.com as well.
Platform
Outerwear consumers using MrJacket.com will have all the Premium Labels at their finger tips (see concept demo at top of this page). All the Outerwear from all the best catalog Labels. The platform is designed to let the shopper choose one coat from this Label, one jacket from that Label, and perhaps something else from another Label. The invoice lays it out clearly line by line. Each vendor, w/logo and all the relevant information needed to process the order privately into each vendors own order system. The consumer enters their credit card information once, approves and submits total payment to each vendor. They're Done.
The platform tranches the order, sending each vendor partner private customer order information and customer approved credit card payment information for that order. The vendor remains the primary first party marketer. MrJacket.com is credited a service provider fee for each settled transaction. Secure private independent participation of each Premium Brand Label characterizes the primary architecture of the platform.
Fierce competition and privacy between the Premium Brand Labels characterizes traditional models. Getting them all under the same cyber roof is the challenge but all digital security problems can be solved to ensure segregated privacy.
Revenue
The J Crew Group Inc. did over $1.2 billion in sales in 2011. $338 million came from Direct Sales. Direct Sales is a catch all for catalog and online income. If MrJacket.com could add a modest 1% to increasing direct sales, that would translate into almost $4 million dollars. The bid/ask on sales commissions, I mean service provider fees, range from 7-15%. On the low end you earn $280,000 on the high end you earn $600,000 - from one vendor.
The value proposition for the vendor is increased direct market sales, much larger Outerwear consumer pool and more unique customers.
The value proposition for MrJacket.com is revenue from jury and service provider fees.
Market
Online shopping is maturing. MrJacket.com offers a clear value proposition to the Outerwear industry and whether now or later or at a different domain, somebody is going to do this. Old models for retailing Premium catalog Labels are morphing as e-commerce and online consumer behavior continue to redefine all of retail. MrJacket.com proposes to build a platform that can consolidate a fragmented multi billion dollar niche market - Outerwear and online Premium Brand Labels.
Also, there are a lot of innovative merchandizing and display ideas emerging online and no doubt this is just the beginning. I suggest that MrJacket.com would attract merchandizing and display innovation, talent and creativity, capture first mover advantage in Outerwear and have a lot of fun creating brand appeal.
Here's are a few examples of display innovation I found out there:
http://www.spiewak.com/fashion/collection/SP12/men/
http://outerwear.nike6.com/en_US/grid/#/slide/mens-outerwear-1/
http://www.myhabit.com/homepage?#page=d&dept=women&sale=A3E5LONJUX4E3F&asin=B006YBQIV4&cAsin=B006YBQJ04&ref=qd_b_img_d_2
A word about the name MrJacket.com. It was a virgin URL when I bought it back in 1999. I’ve been sitting on it since. It’s new, concept relevant and has distinct brand appeal. It won't be hard to attract consumers to this site.
MrJacket.com has compelling valuation and is an extraordinary opportunity. I am willing to leverage up to 85% to the right committed investor.
