4

Women’s Segment

FASHION MAVENS “My friends and I talk about fashion all the time: what we bought, and what’s next on the list.” – Michelle

MORE LIKELY TO WEAR FASHION BRANDS

LIKE

PREFERRED E-COMMERCE/

BRICK & MORTAR RETAILERS

Personal Profile• Live life to the fullest

• Eccentric, but not a risk taker

• View purchases as investments, not expenses

• Seek out socially responsible companies

• Like spending money on things over experiences

• Like to be social, well-connected and active

Tech SavvinessHigh smartphone usage and ownership of multiple devices. Relies on apps, social media and fash-ion/lifestyle blogs for digital research and ease of shopping “on the go”

38 years

AVERAGEAGE

42%INCOME(over $100,000)

DWELLERSurban suburban

mix of

MARRIED

GET TO KNOW THE FASHION MAVENS

Stylish SophisticatedRefined Chic Trendy curated

Fashion and being fashionableis a part of my lifestyle. – Sandie

“”

$ $ $ $

DOLLAR OPPORTUNITY CUSTOMER OPPORTUNITY

Fashion Mavens love to shop and are obsessive about fashionThey put a premium on exclusivity and access to items others can’t get. They pride themselves on being ahead of the curve and are the earliest adopters of the latest trends. They are willing to pay top dollar for items that accentuate their sophisticated sense of style.

ENGAGEMENT

STATUS

TAILORED SELECTION

ENVIRONMENT

CONVENIENCE

WHAT D R IVE S FA SHION M A V EN ’S C HO IC E O F R ETA IL?

Mavens are proactively engaged in the fashion world. They are early adopters and fashion influencers, looking to share their opinions as much as absorbinformation from others

They value high-status brands and are willing to pay for them, particularly for shoes and handbags.

Fashion Mavens are design and style focused. Store choice is driven byhigh-quality, unique merchandise.

They are enticed by an upscale shopping experience, demonstrated through the look and feel of the retail environment or online user experience.

Fashion Mavens lead busy schedules and turn to online shopping and apps that allow them to shop ‘on the go.’

-

“

”

If I see something I like,I’ll buy it right there. I enjoy the experience.

– Michelle

AMAZON CATEGORIES CURRENTLY SHOPPED AND OPPORTUNITIES FOR AMAZON FASHION

ATTITUDES

EXPERIENCEMavens view shopping as an end in itself, not merely a means. They see shopping as an enjoyable experience that deserves time.

VALUEMavens are far less driven by promotions or sales than other segments, as exclusive merchandise is a bigger driver than sales.

$

LESS IMPORTANT PURCHASE DRIVERSIMPORTANT PURCHASE DRIVERS

Brand’sCURRENT SHARE OF WALLETa mong fashion purchases

6%

HOW TO GAIN SHARE AMONGFASHION MAVENS

Feed my need for exclusive access to merchandise and designers

“

”

The Fashion Maven demands what’s hot

She values high end designers, but shops across price points to find new, unique looks that make her stand out

Access and exclusivity matter – wearing merchandise before everyone else gets their hands on it

She’s an opinionated fashion trend-setter who wants a voice in the fashion conversation – we can provide that

Thoughtful curation of merchandise instills trust in and loyalty towards retailers

-

AVOID

Relying solely on discounts, free shipping, better deals: She is less deal sensitive.

HIGH

OVERALL OPPO RTUNITY RATING

EXCELLENT AVERAGE POOR

Fashion Spend Index

Share of All FM Shopping Online

Share of All FM Fashion Shopping Online

Amazon Annual Spend

Total Fashion Spend

Amazon Fashion Preferred Store

Apparel/Access. Brands Purchased

Home Item Typical Spend

Fashion Engagement

Deal Insensitivity

Desire for Great UX

Technology forward household

130

20%

34%

$3,089

$9,140

8%

skews high

skews high

high

skews high

high

medium

Cosmetics & VitaminsPet Accessories & FoodSkincareDVDs, Books, e-booksCookware

IntimatesApparel for casual occasionsAccessories for casual occasionsFashion jewelry

Vintage stores

Brand Categories Currently Shopped

Opportunities for Brand

What’s in Her Browser

Defined as spend per trip x trips per year. Defined as percentage of overall population.

14%of all Amazon

Customers

20%of Amazon customers who spend at least $2,000/year on Amazon

6%of current Amazon Fashion shoppers

12%of Amazon Fashion

revenues

68%

FM’S SELF- DESCRIBED STYLE