Sarah Giffin and Caitlin Murphy
What is Shopbop.com?
• Founded in 2000 by a group of boutique owners
• Headquarters located in Madison, Wisconsin
• One of the largest online retailer in the world.
• Bought by Amazon in 2006• One stop shop for high-end, luxury items• Items range from dresses to denim,
swimwear to shoes.
Target Market
• Rich, young professionals and undergrads
• Educated, fashion forward women who have time and money to spend on themselves.
• Dealer-Chic
Value Proposition• Shopbop guarantees only quailty, authentic designer
merchandise. • Trust within the customers and the designers themselves
Shop well. Shop happy. Shopbop.
Current Marketing Strategy
Digital:
-“Shoptalk” blog
Current Marketing Strategy
Non Digital:
-Featured in newspaper and magazine ads
-Donate products and help raise money for different causes
Current SWOT Analysis
Deficiencies in the Marketing Strategy
• Facebook page is not generating enough user traffic
• Very little customized applications• Not enough consistency in sharing
links on the page that would take consumer directly to the website.
New Strategy
• Facebook Page• 96% of people under 30 have
joined a social media network.• Shopbop only has 500,000 fans• “We don’t have a choice on
whether we DO social media, the question is how well we do it”
Implementation Plan
Step 1– Hire a Social Advertising Team
Implementation Plan
Step 2- Customize Apps
Implementation Plan
Step 3-Create more Campaigns
Implementation Plan
Step 4-Create Facebook Ads and Sponsored Stories
Implementation PlanStep 5-Using Social Media Metrics
New SWOT analysis