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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
MAKING ALL FASHION CONTENT AVAILABLE FOR NOW AND THE GENERATIONS TO COME
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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Founder:Sander KoogerM: [email protected]+31-6-52478753
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
PRODUCT & FANSTHIS IS FASHION
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
“This Is Fashion has
conceived a much needed
and delightfully simple
concept that brings
fashion history to
everyone's finger tips”
Marcellous L. JonesTelevision Host
Men’s Fashion Insider
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“As someone who is
passionate about
sustainable apparel, I
applaud This is Fashion’s
ambition to capture
fashion’s rich heritage in a
digital and paper-free
way.”
Leslie JohnstonExecutive Director
C&A Foundation
“FIPP is always delighted
to support exciting new
businesses and This is
Fashion is no exception.
We’re looking forward to
working with Sander and
the team as we help them
to develop their exciting
concept.”
James HewesCEO – President
FIPP
Product Showcase
Influencer Responses
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
UK consumers spent £1.2bn on magazine media in 2015,
that’s 4x as much on magazines compared to Netflix.
Source: FIPP Magnetic media
MAGAZINES VS NETFLIX SPEND IS 4:1
Although some publications are going strictly digital and seeing a rapid increase in weekday audiences, the digital gains are not affecting the drop-in revenue on print.Source: Media in Canada
DIGITAL GAINS DO NOT FIX PRINT LOSS
47% of all UK print circulation is “Women’s Interests” category.
Source: FIPP Magnetic media
WOMEN’S INTERESTS HOLD 47% OF MARKET
Chanel, Christian Dior, Louis Vuitton, L'Oréal, and Unilever.
Source: ABC statistics
TOP PRINT ADVERTISERS INCLUDE
71% of all UK adults still read print magazines every month.
Source: FIPP Magnetic report
ADULTS READERSHIP HOLD 71% OF MARKET
From 2012 to 2013, there was a 200% average growth in
readers of digital publishing apps.
Source: Adobe Systems
SHIFT IN REACH TO DIGITAL
The total worldwide fashion market is over 3 trillion dollars
in size. Source: FashionUnited.com
GLOBAL FASHION MARKET
The sectors showing the most growth by circulation include,
lifestyle interests, men’s lifestyle, and children's magazines.
Source: Magnetic
FASTEST GROWTH BY CIRCULATION
MARKET FACTSTHIS IS FASHION
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
Paper readership is in decline. Publications are closing down or fully converting to digital.
Digital strategies are not making up for the loss in paper revenue.
Metrics for print are too opaque. It is unknown when one has sold or read.
Clients want to know which, and how many individuals have connected with the ad.
Metrics
Advertisement revenue is in decline because of the declining readership.
Some clients have abandoned print all together.
Advertisers
The revenue models for print publishers are highly dependent on the size of
their readership. Younger generations are not buying print magazines, making
readerships drop. Our next slide shows the consumer side of this coin.
FOR PRINT PUBLISHERSPROBLEMS
Hearst TowerNew York
Readers
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
Our target group finds print media expensive. They reduced the price of information dramatically.
Movies became value for money with Netflix, why should fashion media be different?
Expensive
Finding something in an endless stack of analog information is difficult, if not impossible.
Users want to find what they are looking for fast.
No Search
Information is spread over a vast landscape of sources.
Finding the magazine or film you are looking for is difficult at best.
Purchase Behavior has changed. Consumers want to enjoy content that is
easy to consume at a lower price point than what publications currently offer.
They want all access content for one fixed fee, content that is available
wherever and whenever upon desire, and content that is easy to locate.
FOR MEDIA CONSUMERSPROBLEMS
Dispersed
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
OUR SOLUTIONTHIS IS FASHION
CONSUMERS/PROSUMERS CONTENT OWNERS
SAVES MONEY INSIGHTSSINGLE OUTLET
Priced at about 1.5
fashion magazines,
This Is Fashion
unlocks unlimited
access to all Fashion
media. That’s a steal!
Content owners have
insights in the use of
their own content.
Owners can track
readers and see what
the reach in audience
and advertisement
pages is.
A “Netflix for fashion”
like service that gives
access to all fashion
magazines, films,
series, catwalks, books
and look-books.
A.I. ASSISTED SEARCH
We solve information
overload problems by
making content
searchable with our
own technology.
MORE READERS AND REVENUE
Our platform enables
more readers to
consume content
which elevates the
organic advertisement
revenue. We also offer
a revenue share.
ADVERT CTA
We empower brands
to sell directly from
their advertisements
in print, and later
video content, sharing
the additional revenue
with the content
owner.
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
PRODUCT IMAGESTHIS IS FASHION
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
Magazines Books Series Films
Ability to access all globally published,
fashion-related books. For example, DV:
Diana Vreeland, Grace: A Memoir, The
Little Dictionary of Fashion, The End of
Fashion, and Champagne Supernovas.
Ability to access and stream fashion
shows and premium content. For
example, Chanel Haute Couture SS19,
Celine Resort 2019, and The Row RTW
SS19. As well as premium content like,
Gossip Girl and Project Runway.
Ability to access fashion related films
and shorts including the Karl Lagerfeld
collection, Dior and I, Mademoiselle C,
The September Issue, Funny Face,
Charade, Once and Forever, and
Reincarnation.
Ability to access all fashion magazines
produced globally from British Vogue,
to Harper’s Bazaar, to Fruits Magazine.
ALL CONTENT MULTI-DEVICETHIS IS FASHION
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
TIF ADVISORSTHIS IS FASHION
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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Matured and specialized in the
information security world by 19
years of Experience and Education.
Bert is Board Advisor for large
corporates, a renowned security
speaker and evangelist in the
security world.
Bert Heitink
CEO/Speaker/Coach
Chris Llewellyn
CEO/Print Legend
Before being CEO for the Federation
of International Print publishers,
Chris was managing director for
Bauer Media and Emap France. His
passion for print media, knowledge
of the industry, and massive
network, are vital to TIF.
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
If you can draw it he can build
it. Nikola makes our code run
as smooth as our prototypes
look.
NIKOLA SELICH BSC
<Developer />
Our fashionable, fashion voice.
Hannah runs our
communication, develops our
brand, and manages our
community.
HANNAH BOUCHER
Communication
Our world through his lens.
Diego Ospina Melo shoots our
video campaigns and edits our
material into perfection.
DIEGO OSPINA MELO
Camera
Hosting intellectual property
comes with responsibility. Tim
makes sure our platform is
secure. He is also an Aerospace
engineer and ethical hacker.
TIM DE BOER BSC
<OPSEC />
Tamara Lichtenberg gets any
video production done within
minimal time. Her creativity is
as boundless as her
punctuality.
TAMARA LICHTENBERG
Producer
Michael comes with the
knowhow to run a business.
Where our founder can build,
he can make sure it operates.
MICHAEL BRENNINKMEIJER BSC
Co-Founder
ING. Simic to be precise, takes
the lead as CTO combining her
knowledge of tech with her
passion for fashion
INA SIMIC MSC, BSC
<CTO />
He built This Is Fashion from
the ground up. From idea to
concept, from concept to
team, from team, to prototype.
SANDER KOOGER
Founder
MEET OUR TEAM
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
With a monthly subscription, our consumers gain access
to our premium content and services.
SUBSCRIPTIONS
What if brands could sell directly from print or video? We add the tooling to sell directly from content that features their designs in
catwalks, magazines, look-books, etc.
ADVERTISEMENT
The data generated by our users is a treasure in itself. With some AI magic, we are able to build market insights
and statistics.
ANALYTICS
REVENUE MODELSTHIS IS FASHION
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
MARKET POSITIONING
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
TAM: $308 bnGlobal Print/ePub Revenue
SAM: $145 bn47% Women’s Interests
SOM: $68mn
(In 36 months747.163 users)
TOP-DOWN/BOTTOM-UP MARKETTHIS IS FASHION
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
$284.23 Life Time Value***
Customer Acquisition Cost
Cost of goods sold
Average revenue per user
** Projected over the first 3 years through March 2021
SOM: TIF user growth projection 01/2018 – 01/2021
*** LTV is calculated over 24 months {subscription gross margin * new arpu * (new renewal rate / (1 + discount rate - new renewal rate)}
MARKET SIZE
TAM: Statista / MarketLine Industry Profile Global Publishing Aug 2015SAM: ABC January 2016 (consumer titles)
SUBSCRIBER METRICS**
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
GLOBAL ROLL-OUTTHIS IS FASHION
We utilize Kickstarter to reach US, AU, and English speaking EU user base. After completion and establishing stable
MRR/organic growth, This Is Fashion will look to the far east while translating our application in desired languages. Our strategy
is to make sure we onboard enough influencers to establish organic growth before moving to the next stage.
Strategy
First Phase
CAN-UK-US-AUS
First Phase
ENGLISH SPEAKING EUROPE
Fourth Phase
LATIN AMERICA
Second Phase
INDIA, INDONESIA, THAILAND, VIETNAMSINGAPORE
Third Phase
RUSSIA, CHINA AND JAPAN
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
MEET OUR TARGET USERTHIS IS FASHION
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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Our user has received a bachelor’s
degree or higher at an Institute,
University or College.
Source: Politifact
Highly educatedHas 1,000+ FollowersOur user is very socially connected. They aspire
to have a large following on Instagram, Twitter,
blogs and other social media sites.
Our user age ranges from 15 to 30
years old. What connects them is
their passion for fashion.
Ages 16-30
Our user is online 7.2 hours a day on
average, exploring web content.
Source: Social Media Today
Spends 30% of Time Online
Our user spends approximately $1800 -
$4800 a year on clothing and accessories.
Source: Prisoner Of Class
Spends $1800-$4800 on Clothing
Our user reads an estimated 36 magazines per
year based on United States statistics.
Source: Statista
Reads 36 Magazines Per Year
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
SIX STRATEGIES FOR MARKETING
Advertising
Advertising on social
and video platforms
helps us to reach the
audience that is not
directly engaged with
our brand.
THIS IS FASHION
Give-Away
Social driven contests
allowing users need to
take action to win
something. A proven
way to boost social
reach and influence.
Gamification
Incentivize the invitation
system to enable users
to earn discounts on
membership and status
on their profile.
Influencers
Enable our network with
brands, fashion
bloggers, and music
influencers to gain
traction and pick up
speed in our user
acquisition.
Institutions
This Is Fashion starts
as invitation only. This
ensures an exclusive
feel and control over
our audience and
growth. This strategy
will run during our BETA
period.
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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Invitations
Bring our product to
fashion schools and
institutions. Ensure rapid
growth and word-of-
mouth advertisement
from future influencers.
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
Extremely scalable
Incredible technical team
Strong network of supporters
Backed by industry insiders
Strengths
Aggressive content acquisition
Rapid global enrollment
Vertical scaling (other niches)
Untapped market
Acquisition by major player
Opportunities
Decentralized team
Time spent on content acquisition
Non-unified market data
Educating viewers on digital shift
Weaknesses
Exceeding Launch date (MVP)
Slow content acquisition rate
Hosting costs at small scale
Major Player pivots to video,
magazines/books
Threats
TO
WS
SWOT ANALYSISTHIS IS FASHION
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
OUR PARTNERS
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
THIS IS FASHION
NETWORK BRANDS CONTENT CLIENTS
Negotiating
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
TIMELINETHIS IS FASHION
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
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03-2016 06-2018 03-2019 06-2019 03-2020 06-2020 09-2020
BETADeploy MVP
Kickstarter
LAUNCH
Partnerships
Seed Round
First Content
Schools & Institutions
Content Acceleration
Sales/Marketing – (VC rounds)
Translations
Advertisement ModelsPrototype
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
USER-GROWTH PROJECTIONSTHIS IS FASHION 20
0
500000
1000000
1500000
2000000
2500000
01/01/2018 01/01/2019 01/01/2020 01/01/2021 01/01/2022 01/01/2023Free Basic B*tch Front Row Education Business
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
2019*Year 2020 2021 2022
Revenue
Salaries
Other Expenses
Debt**
FINANCIAL PROJECTIONS
COGS
THIS IS FASHION
€ 2.783.284 € 11.473.207 € 34.369.021 € 88.476.459
€ 1.690.990 € 8.701.442 € 25.315.335 € 64.681.015
€ 816.050 € 1.856.549 € 2.203.242 € 2.320.843
€ 1.588.283 € 2.539.120 € 5.400.427 € 10.648.121
€ 0 € 0 € 0 € 0
EBITDA € -1.312.040 € -1.623.905 € 1.450.017 € 10.826.480
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2023
€ 194.558.679
€ 142.865.119
€ 2.423.689
€ 21.098.870
€ 0
€ 28.171.001
* 20.000 euro expenses in 2017 and 385,180 euro for 2018 values are included in 2019. No revenue for 2017 and 2018 due the Go-Live mid-2019** all expanses are funded by annual share issuances
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www.thisisfashion.com© 2018 This Is Fashion. All Rights Reserved.
INVESTMENT OPPORTUNITY22
www.thisisfashion.tv© 2018 This Is Fashion. All Rights Reserved.
THIS IS FASHION
€500.000+
Initial Public Stock Token Offering!
Launch!
Kickoff Sales
Acquire More Content
Accelerate Development
PROCEEDS
Investment Contact:Schweizer.worldTanooja RaiM: [email protected]
Founder:Sander KoogerM: [email protected]+31-6-52478753
€80.000Marketing / Sales
€100.000
€150.000Initial Token
OfferingPatents
€40.000
€100.000Development
€30.000Overhead
Content