Men’s clothing
Q3 Assortment development
Agenda
Introduction to Men’s apparel
Sub Categories focus
Brands we’re interested in
Tips to boost sales
Introduction to Men’s apparel
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Sales Distribution by Country
• Men’s apparel grew 3.9x between July-15 and June-16
• Indonesia are the biggest markets for Men’s apparel (50% of SEA NMV).
Introduction to Men’s apparel
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CUSTOMER DEMOGRAPHICS
By Gender
22%
By Age Group
By Location
78%
50%
50%
Strictly Confidential
Tips to boost your sales
Before we start… let’s talk about the golden formula
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Golden Formula
UV (Unique Visitor) x CR (Conversion Rate) x AOV (Average Order Value) = Revenue
Increase your free traffic via:
Increase your CR via:
1. Correct categorization
2. Attributes filling (brands, colors,
size, materials…)
3. SKU grouping to show all colors
available
1. Price competitiveness
2. Detailed photos of your
product
3. A comprehensive description
explaining the features, material
SALES!
SALES!
SALES!
Follow the trends!
Check what’s working at the moment with a simple click
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What type of assortment does the customer buy?
Where can you find the best selling SKUs?
The best is to go on Lazada websites, and check out:
the pricing and
the model trend of the hot selling product!
Browse the websites and search for the subcategories you’re
interested in
Don’t forget that all markets are different!
Lazada Indonesia: www.lazada.co.id
Lazada Malaysia: www.lazada.com.my
Lazada Thailand: www.lazada.co.th
Lazada Philippines: www.lazada.com.ph
Lazada Singapore: www.lazada.sg
Lazada Vietnam: www.lazada.vn
If you can source the same product cheaper than what is currently
selling on Lazada,, do not forget that you can multisource. You’ll start
selling within a minute!
How can you multisource?
Contact your Account Manager/ PSC. They will do the necessary due
diligence and multisource your SKU if products are exactly the same.
Mandatory attributes: introduction
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Advantages of attributes:
1. Driving traffic to the right products:
using key attributes as filters, improving
navigation and findability for the customer.
2. Improving customer experience: With
millions of purchasable SKU’s, filtering
allows customers find their desired product
without browsing through countless pages.
3. Promotion and campaigns: Attributes
will be used to curate campaigns quickly
and react to customer demand. Generating
NMV.
4. Trend analysis: Analysis of the filters will
help us work together to understand
consumer patterns and trends.
Side filters used to navigate through
category pages
Which Attribute is Mandatory?
Go to Lazada University to download Latest Mandatory Attributes List
http://www.lazada.com/sell/university/tutorials/list-your-products/
MY Seller Center Attributes List
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Agenda
Introduction to Men’s apparel
Sub Categories focus
Brands we’re interested in
Tips to boost sales
Mens A/W 16 Key Trends
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Bermuda shorts, chinos and joggers are a must-have, seen in distressed denim, with utility cargo or vintage workwear details, or showcasing updated colours. Tops
add a youthful and fun edge through all-over statement prints on knit tees and shirts. Leather sandals establish a relaxed vibe
Mens A/W 16 Key colours & Patterns
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Minimal prints, colorful camo and stripes
KEY MESSAGE: Urban Military-Global brands offer items such as the buttondown shirt, bomber
jacket, cargo pants and joggers in a variety of camouflage prints as well as olive and combatgreen hues.
Shadowy florals
KEY MESSAGE: Double denim emerges as an important styling direction across global retail.
Looks fuse authentic stonewashed indigo varying from medium to pale. Layering is a key
element of the overall look, with double-denim outfits broken down by printed buttondown shirts
and hoodies.
Discreet
slogans
Mens Jackets
Key Shapes
What we’re looking for
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Description
Category and Attributes
Type: Bomber/ Baseball / MA-1
Fashion>Mens>Clothing> Jackets
Style: Nylon and satin surfaces continue as the material choice
for this commercial shape. The zipped-up and popper-button
bombers add a fun and casual edge, blending in well for a variety
of styling options.
Selling price: ~15-20 USD
Color: Black, red, navy, como
Material: Nylon, Satin
Type: Denim Jacket
Fashion>Mens>Clothing> Jackets
Style:Text should be large-scale in size, and work on chunky
knits of varying sizes, from fitted to outsized.
Selling price: ~15-20 USD
Color: light blue wash, indigo, khaki, como, black
Material: denim
Fashion>Mens>Clothing> Jackets
Type: Windbreaker
Style:Lightweight construction and water resilient fabrics make it
functional for outdoor activity.Exposed zippers, mesh lining and
flap pockets are key design details that give it a fresh,
Selling price: ~15 USD
Color: Navy, Black, Green, Striped, Multicolored,Yellow, Blue
Material: nylon, polyester
Mens T-Shirts, Tanks,
Sweats & Sweaters;
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Key Shapes
What we’re looking for
Description
Type: Graphic Tees
Style:Repeat graphics and panel graphics remain at the top of
commercial assortments.
Selling price: ~5-10 USD
Color: White, black, grey, green
Material: cotton
Type: Discrete Slogan Sweaters
Style:Text should be large-scale in size, and work on chunky
knits of varying sizes
Selling price: ~10-12 USD
Color: Plain, yellow, grey, white, green
Material: cotton
Category and Attributes
Fashion>Mens>Clothing>TShirts/Shirts/Sweaters &
Cardigans>fashion_collar_type>
fashion_sleeves
Fashion>Mens>Clothing>TShirts/Shirts/Sweaters &
Cardigans>fashion_collar_type>
fashion_sleeves
Type: Normcore Hoodie
Style:Plain all-over neutrals without embellishment or logos
dominate assortments
Selling price: ~10-12 USD
Color: neutral
Material: cut-and-sew jersey to marled sweater knits
Fashion>Mens>Clothing>TShirts/Shirts/Sweaters &
Cardigans>fashion_collar_type>
fashion_sleeves
Mens Shirts
Key Shapes
What we’re looking for
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Description
Category and Attributes
Type: Striped Shirt
Fashion>Mens>Clothing>Shirts>fash
ion_collar_type>fashion_sleeves
Style: Wide stripes are joined by single-stripe iterations and
blocked designs. Collared shirts are the main driver for this print
direction
Selling price: ~12-15 USD
Color: stripes in washed-out shades of blue, white and grey,
Material: Soft wovens
Type: Botanicals
Style: Short sleeve. Wallpaper scale with flora motifs magnified
to create a statement look.
Selling price: ~12-15 USD
Color: Saturated colours add to the vibrant mood with dark
backgrounds creating the perfect contrasting backdrop.
Material: Woven fabrics
Type: Resort shirts
Style: Short sleeve.Conversational designs have a youthful
appeal. Prints are mostly large-scale and inspired by tropical
flora, fauna and abstracts.
Selling price: ~12-15 USD
Color: Colours come in a bright and contrasting mix for a
modern-retro feel
Material: Woven fabrics
Fashion>Mens>Clothing>Shirts>fash
ion_collar_type>fashion_sleeves
Fashion>Mens>Clothing>Shirts>fash
ion_collar_type>fashion_sleeves
Mens Shirts
Key Shapes
What we’re looking for
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Description
Category and Attributes
Type:Denim Button-down
Style: Offered in both short- and long-sleeve silhouettes in
lightweight and chambray denim, with tie-dye and quirky
prints
Selling price: ~15 USD
Color: lightweight and chambray denim, with tie-dye and
quirky prints
Material: Denim
Fashion>Mens>Clothing>Shirts>fash
ion_collar_type>fashion_sleeves
Type: Military Shirt
Fashion>Mens>Clothing>Shirts>fash
ion_collar_type>fashion_sleeves
Style: Classic four-pocket military shirt in olive and camo
versions. Other options in tiger camo and German flecktarn
provide alternatives to classic patterns and solid colours.
Selling price: ~15 USD
Color: Combat green, olive, khaki
Material: Camouflage canvas
Mens Jeans
Key Shapes
What we’re looking for
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Description
Type: Destroy and Distress Jeans
Style: The distressed jean is offered in skinny, slim and tapered
fits. Holes and rips appear smaller and more subtle than usual
and are placed along the leg area. Mending, stitch-repair and
single slashes on the knee. Selling price: ~20 USD
Color: Indigo is treated and stonewashed for authentic vintage
appeal.
Material: Denim
Type: Patched Jeans (Indigo/ military green)
Style: The 5-pocket skinny and straight-leg jeans are adorned
with indigo mending or green army, along the leg area
Selling price: ~20 USD
Color: Tonal denim is used as lining to patch up holes
Material: Denim
Type: Skinny Jeans
Style: Extreme skinny, spray-on jeans.This item has had great
commercial success across global men's retail for a few seasons
now and shows no sign of abating.
Selling price: ~20 USD
Color: a variety of medium-to-light indigo; black and charcoal
grey
Material:Stretch denim fabrics that provide added comfort,
Category and Attributes
Fashion>Mens>Clothing>Pants/Jean
s>fashion_pants_fit_type
Fashion>Mens>Clothing>Pants/Jean
s>fashion_pants_fit_type
Fashion>Mens>Clothing>Pants/Jean
s>fashion_pants_fit_type
Mens Joggers
Key Shapes
What we’re looking for
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Description
Type: Jogger Pant
Style: Drawstring waistband, side pockets, fitted cuffs, Slim fit cut close to the body
Selling price: ~10-15 USD
Color: Black, grey, khaki, navy
Material: Cotton blends, polyester
Category and Attributes
Fashion>Mens>Clothing>Pants>fashi
on_pants_fit_type
Type: Jogger Short
Style: Stretch waistband, side pockets, single back pocket
Can have dropped crotch. Loose fit – falls loosely over the body
Selling price: ~10-12 USD
Color: Black, grey, khaki, navy
Material: Cotton blends, polyester
Fashion>Mens>Clothing>Pants>fashi
on_pants_length
Type: Hybrid Jogger (Denim)
Style:Influenced by a strong athleisure trend-led, hybrid versions
add newness in tailored iterations, looking fresh with reinforced
panels for denim variations.
Selling price: ~15 USD
Color: Washes range from stonewashed to bleached.
Material: Denim or canvas
Fashion>Mens>Clothing>Pants/Jean
s>fashion_pants_fit_type
Mens Shorts
Key Shapes
What we’re looking for
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Description
Type: Tube Short
Style: 5-pocket tube short in tapered and skinny fits across
men's brands. Destructed and distressed surfaces are key while
hems are clean and styled cuffed just above the knee. Selling
price: ~15 USD
Color: Washes range from stonewashed to bleached.
Material: Denim
Type: Boardshorts
Style:Hemlines dip to knee-grazing lengths, with boxy or slightly
oversized proportions important. The laidback look underpins an
urban-sport direction,
Selling price: ~10-12 USD
Color: With glossy fabrics and bold prints contributing to a
youthful mood.
Material: Nylon, Polyester
Type: Como or Busy Printed Shorts
Style: Camouflage, beach motifs or floral patterns remains a
favourite for summer outdoor-inspired shorts.
Selling price: ~10-12 USD
Color: Navy como, olive and khaki tones, floral
Material: canvas, polyester
Category and Attributes
Fashion>Mens>Clothing>Jeans>fashi
on_pants_length
Fashion>Mens>Clothing>Pants>fashi
on_pants_length
Fashion>Mens>Clothing>Pants>fashi
on_pants_length
Agenda
Introduction to Men’s apparel
Sub Categories focus
Brands we’re interested in
Tips to boost sales
Chinese Brands
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Agenda
Introduction to Men’s apparel
Sub Categories focus
Brands we’re interested in
Tips to boost sales
Tips to boost your sales
Golden formula
Golden Formula
UV (Unique Visitor) x CR (Conversion Rate) x AOV (Average Order Value) = Revenue
Increase your free traffic via:
Increase your CR via:
1. Correct categorization
2. Attributes filling (brands, colors,
size, materials…)
3. SKU grouping to show all colors
available
1. Price competitiveness
2. Detailed photos of your
product
3. A comprehensive description
explaining the features, material
SALES!
SALES!
SALES!
1 提高访客量
正确分类产品将提高店铺的可查找率及可检索率
为什么产品分类很重要？
1.
2.
3.
站内搜索
这将决定您的单品会在Lazada的哪里出现
提升单品的可查找率（通过类别树，顾客可从网站任何
地方链接到您的页面）
提升单品的可检索率（通过搜索栏，顾客可从网站任何
地方链接到您的页面）
还能增加销量！
如何分类您的单品？
侧边导航可方便顾客查看其它子类目
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提高访客量
填写产品属性可帮助顾客找到您的产品
为什么产品属性很重要？
我们可通过产品属性：
帮助顾客过滤产品
推销产品
填写越多属性，产品被找到的可能性越高！
在哪里填写产品属性？
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网站过滤器
顾客的搜索，Lazada提供多种过滤方式，帮助他们找到最适合
的产品。
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提高访客量
最大化产品曝光率—颜色组合
为什么要根据颜色对单品进行分组？
分组可提升单品曝光率和转化率:
顾客可在目录页直接看到所有可选颜色
顾客也可在产品页看到所有选项
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网站上会如何显示？
目录页
如何进行单品分组？
您可向合作伙伴支援中心提交“颜色分组申请”，相关文件可于Lazada
大学下载！（见下图）
产品页
http://www.lazada.com/sell/university/tutorials/list-your-products/
提高转化率
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价格竞争力是关键
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如何查看价格竞争力？
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在卖家中心找到Products > Manage your products：您即可进入Product Overview。
您可点击Uncompetitively Priced 按键，查看所有价格竞争力较低的单品。
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基于成本，比较您与竞争对手的价格！
提高转化率
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您的产品页面就是您的推销员！
关注重点
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网站上会如何显示？
正确产品分类
可提高可见度，对通过浏览搜索的顾客十分重要
产品名称
完整且准确
3
独特卖点（产品亮点）
分点列出产品描述
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高质量的产品图像
可反映产品质量
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使用4-5张产品图片
展示产品的不同角度
使用模特展示可提高转化率
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定价
设定极具吸引力的折扣价格可提升销量——记得准确标明“折扣
前”的价格
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产品详细描述
您可混合使用文字、图片、视频、尺码表等元素
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2
提高转化率
细节图片会增加顾客的购买信心
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参考图片
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您可展示：
背包的正面照 (1) 及背面照 (2)
内部展示 (3)
细节图像 (4)
产品尺寸/特征 (5)
生活照 (6)
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网站上会如何显示？
随时留意促销活动并提交您的优惠产品！
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在哪里提交优惠产品？
您的优惠产品会在哪里展示？
促销活动提醒会在卖家中心的主页跳出！
点击“参加促销”，了解更多详情！
每个国家都不同，所以请您查看所有站点的卖家中心
每次促销，我们都会通过网站横幅展示活动亮点
如下图为马来西亚斋月促销时的亮点展示
+ 参加优惠是店铺推广及提高可见度的另一方式