Matches Fashion.com, an English select shop mainly online, Matchesfashion.COM below, Matchs Fashion) is growing.In October 2017, the company became a subsidiary of APAX PARTNERS, an investment company, accelerating investment in technology and strengthening physical experiences.The new store, 5 Carlos Place, opened in May Fair in London last September.What is the importance and roles of real stores in business that is 95 % of sales?We asked Ulric Jerome (CEO), from the future of retail and luxury fashion ECs to Asian market strategies.
- What has changed as a company since you joined the Appax Partners?
Ulric Jerome -Matchs Fashion.com CEO (Jerome): It has nothing to do, and we are focusing on achieving the plan as before.Appax Partners is a good understanding of our approaches that values fashion perspectives and is looking forward to the expansion online luxury market.We are only striving to make the market opportunity as much as possible.
—The sales in FY2017, up 44%year -on -year, 293 million pounds (approximately 41.8 billion yen), EBITDA (profit before interest payment, profit before taxi) increased by 37%(26 million pounds).The sales and profits were increased by about 3.7 billion yen, and the average customer unit price was 542 pounds (about 77,500 yen), but what were the achievements in FY2018?
Jerome: Because it is a private company, I do not know when it will be public or published for specific numbers in FY2018 at the end of January.At the moment, it is expected that sales and profits are expected to increase with a high number of two digits.In 2017, the number of websites, which was 75 million, increased to 100 million in 18 years, and about half of which have been accessed from mobile devices.
—What do you think is the key to growth?
Jerome: I think it is created from the products to be handled and their personalities.Customers are favored by our fashion -like perspectives and the mixed mixed designers and more established brands.It is also the most powerful to convey the story behind all the products, which is supported.And both online stores and real stores are emphasized in personal methods.
- While online accounts for 95 % of the total sales, what is the importance of physical experiences and real stores?
Jerome: In modern times, it is extremely difficult to think of "digital" and "physical" separately.Among them, we use digital as a platform that enables maximum reach in physical events.Specifically, the events held at the store are transmitted by Instagram stories, videos, live streaming in apps, podcasts, etc.So, even if the event itself is happening, anyone can access it through mobile or PC, even in Hong Kong or in New York.In terms of, this is the revolution behind our business and the future of retail.However, the important thing is to be personal.For example, now you can order anything at the online store while sitting on the sofa at home.So, customers will not want to face technology until they visit the store, but will seek a very personal service.Technology should be used in invisible places to understand the customer and provide the best services.
—What are you particularly focused on?
Jerome: It has grown in all areas and has grown rapidly in the UK, the most mature market.The largest market in the United States by country.For many years, more conservative department stores and malls have been successful and have been successful and have grown continuous growth by bringing fresh sensations and the fun of discovering new things.Asia Pacific is also a very important area for us.Last year, Hong Kong's office expanded to an Asian hub to tripled.Currently, about 40 staff members, including Chinese, Japanese, and Koreans, are working as customer care and stylists to provide services that are closer to local customers.
- In Asia, we launched a Korean version of website in 2017.In the same year, the French version of the website was opened, but why are you particular about localization?
Jerome: It sells quite international items in terms of the characteristics of the product itself, but in order to acquire market share in a specific country, it is necessary to customize it in local languages.Because the language can be a very high wall.The localization in Korea was the event with VetemonTs held in October 2016.With the success, I realized that the recognition of matches fashion in Korea has rapidly increased, and we have accepted our approach to our fashion.After that, he has decided to invest on the website, and now offers styling services, customer care, and more short -term delivery.When it comes to France, there are many customers in the large luxury market, but French prefers shopping in French.Both have immediately visible results and feel the importance of localization.Currently, for Japan, a shopping guide is displayed in Japanese, such as searching for products, purchasing processes, and frequently asked questions.