{"id":14238,"date":"2018-09-17T08:44:42","date_gmt":"2018-09-17T05:44:42","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=14238"},"modified":"2018-09-21T23:30:56","modified_gmt":"2018-09-21T20:30:56","slug":"robert-berza-fashiondays-zona-de-fashion-va-fi-12-miliarde-de-lei-online-ia-1-miliard","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/robert-berza-fashiondays-zona-de-fashion-va-fi-12-miliarde-de-lei-online-ia-1-miliard","title":{"rendered":"Robert Berza, Fashion Days: \u201eZona de Fashion va fi undeva la 12 miliarde de lei. Probabil online-ul ia pe la 1 miliard\u201d"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/robert-berza-fashiondays-zona-de-fashion-va-fi-12-miliarde-de-lei-online-ia-1-miliard\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-14242\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2018\/09\/robert-berza-fashiondays-interviu-gpec-summit-mai-2018-1024x575.jpg\" alt=\"Robert Berza (Fashion Days), interviu la GPeC Summit Mai 2018\" width=\"500\" height=\"281\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2018\/09\/robert-berza-fashiondays-interviu-gpec-summit-mai-2018-1024x575.jpg 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2018\/09\/robert-berza-fashiondays-interviu-gpec-summit-mai-2018-300x168.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2018\/09\/robert-berza-fashiondays-interviu-gpec-summit-mai-2018-768x431.jpg 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2018\/09\/robert-berza-fashiondays-interviu-gpec-summit-mai-2018.jpg 1231w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>Fashion Days are 2\/3 din clien\u021bi femei, eMAG are 2\/3 din clien\u021bi b\u0103rba\u021bi. Core target-ul Fashion Days este diferit de core target-ul eMAG. \u00cen urma fuziunii tehnologice \u0219i logistice dintre Fashion Days \u0219i eMAG, <a href=\"https:\/\/ro.linkedin.com\/in\/robertberza\" target=\"_blank\" rel=\"noopener\">Robert Berza<\/a>, General Manager <a href=\"https:\/\/www.fashiondays.ro\/\" target=\"_blank\" rel=\"noopener\">Fashion Days<\/a>, spune c\u0103 s-a sim\u021bit nevoia unui rebranding, pentru a proiecta c\u0103tre client o imagine mai autentic\u0103 a companiei.<\/strong><\/p>\n<p>La GPeC Summit mai 2018, Robert a discutat cu <a href=\"https:\/\/digitaltailors.agency\" target=\"_blank\" rel=\"noopener\">Gabriela Bejan<\/a> detalii din culisele rebranding-ului, ne-a oferit insight-uri ale merger-ului cu eMAG, ne-a dezv\u0103luit noua strategie de marketing Fashion Days \u0219i ne-a spus cum vede viitorul pie\u021bei online de Fashion \u00een Rom\u00e2nia.<\/p>\n<p>Descoper\u0103 toate aceastea \u00een video-ul de mai jos. Iat\u0103 \u00een continuare principalele idei ale interviului:<\/p>\n<ul>\n<li>\u00cen urma fuziunii cu eMAG, la Fashion Days s-a sim\u021bit nevoia unei \u00een\u021belegeri mai bune a core-ului business-ului, pentru a vedea cum va cre\u0219te \u00een timp, ca brand, \u0219i cum ar trebui s\u0103 comunice c\u0103tre clien\u021bi <strong>valorile \u0219i imaginea<\/strong> pe care vor s\u0103 le proiecteze.<\/li>\n<li>Campania de rebranding a adus o <strong>pozi\u021bionare diferit\u0103<\/strong>, cu accent pe experien\u021ba, tr\u0103irile \u0219i pasiunile clien\u021bilor \u0219i mai pu\u021bin pe produs, pre\u021b, discount.<\/li>\n<li>S-a dorit schimbarea percep\u021biei de brand rece, care nu interac\u021bioneaz\u0103 suficient cu clientul. Pentru asta au mers cu o <strong>strategie de comunicare<\/strong> mai aproape de client c\u0103tre touchpoint-urile Fashion Days: aplica\u021bie, site, mail-uri tranzac\u021bionale, newslettere.<\/li>\n<li><strong>Core target<\/strong>-ul la Fashion Days este diferit de core target-ul de la eMAG: FashionDays are 2\/3 din clien\u021bi femei, \u00een vreme ce eMAG are 2\/3 din clien\u021bi b\u0103rba\u021bi. Cu b\u0103rba\u021bii vorbe\u0219ti \u00eentr-un fel, cu femeile vorbe\u0219ti \u00een alt fel, a\u0219a c\u0103 se folosesc tool-uri diferite \u0219i modalit\u0103\u021bi diferite de a vorbi cu fiecare categorie \u00een parte. Astfel c\u0103 nu exist\u0103 riscul unei <strong>canibaliz\u0103ri<\/strong> \u00een urm\u0103torii ani.<\/li>\n<\/ul>\n<p style=\"padding-left: 60px;\"><em><strong>\u201eFetele intr\u0103 pe Fashion Days cu g\u00e2ndul s\u0103-\u0219i ia o rochie \u0219i o s\u0103-\u0219i ia un pantof \u0219i o c\u0103ma\u0219\u0103. B\u0103ie\u021bii, \u00een general, se duc mult mai \u021bintit.\u201d<\/strong><\/em><\/p>\n<ul>\n<li>\u00cen ceea ce prive\u0219te <strong>expansiunea<\/strong>, Fashion Days se raporteaz\u0103 la \u00eentreaga pia\u021b\u0103, inclusiv la cea offline, de unde \u00eencearc\u0103 s\u0103 aduc\u0103 noi clien\u021bi.<\/li>\n<li>Robert estimeaz\u0103 c\u0103 <strong>pia\u021ba de Fashion<\/strong> este undeva la 12 miliarde de lei, din care online-ul reprezint\u0103 aproximativ 1 miliard.<\/li>\n<\/ul>\n<p style=\"padding-left: 60px;\"><em><strong>\u201ePia\u021ba este at\u00e2t de mare, \u00eenc\u00e2t a\u0219 fi mult mai atent la a cre\u0219te eu, cu clien\u021bii mei \u0219i a aduce clien\u021bi noi, dec\u00e2t s\u0103 m\u0103 uit la clien\u021bii competi\u021biei sau a \u00eencerca s\u0103 fur de acolo.\u201d<\/strong><\/em><\/p>\n<ul>\n<li><strong>Strategia de marketing<\/strong> se focuseaz\u0103 pe ceea ce Robert nume\u0219te \u201esf\u00e2nt\u0103 trinitate\u201d: gam\u0103, pre\u021b, servicii.<\/li>\n<li><strong>Focusul principal<\/strong> o reprezint\u0103 gama variat\u0103 de produse pe site, care s\u0103 atrag\u0103 \u0219i s\u0103 loializeze. Pre\u021burile sunt esen\u021biale pentru c\u0103 Fashion-ul se vinde cu discount. Iar la capitolul servicii \u00eencearc\u0103 s\u0103 se diferen\u021bieze prin flexibilitate c\u0103tre client.<\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" width=\"910\" height=\"512\" src=\"https:\/\/www.youtube.com\/embed\/OS8l3i7c-3w?feature=oembed\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen><\/iframe><\/p>\n<hr \/>\n<p><b>GPeC 2018 este un eveniment powered by <\/b><a href=\"https:\/\/www.fancourier.ro\/\"><b>FAN Courier<\/b><\/a><\/p>\n<p><b>Gold Partner: <\/b><a href=\"https:\/\/en.vtex.com\/\"><b>VTEX<\/b><\/a><\/p>\n<p><b>Brought to you by<\/b>: <a href=\"https:\/\/www.orange.ro\/\"><b>Orange<\/b><\/a><\/p>\n<p><b>Partener al Competi\u021biei Magazinelor Online GPeC<\/b>: <a href=\"https:\/\/www.carrefour.ro\/\"><b>Carrefour<\/b><\/a><\/p>\n<p><b>Recommended Payment Processor Partner<\/b>: <a href=\"https:\/\/www.mobilpay.ro\/public\/\"><b>Netopia Payments<\/b><\/a><\/p>\n<p><b>Hosting Oficial GPeC<\/b>: <a href=\"https:\/\/hosterion.ro\/\"><b>Hosterion<\/b><\/a><\/p>\n<p><b>Eveniment sus\u021binut de<\/b>: <a href=\"https:\/\/altex.ro\/\"><b>ALTEX<\/b><\/a>, <a href=\"https:\/\/www.bringo.ro\/\"><b>Bringo<\/b><\/a>, <a href=\"https:\/\/www.credius.ro\/\"><b>Credius<\/b><\/a>, <a href=\"http:\/\/www.dhl.ro\/ro.html\"><b>DHL<\/b><\/a>, <a href=\"https:\/\/www.dpd.com\/ro\"><b>DPD Rom\u00e2nia<\/b><\/a>, <a href=\"https:\/\/dwf.ro\/\"><b>DWF<\/b><\/a>, <a href=\"https:\/\/marketplace-leads.emag.ro\/?state=%7B%22nounce%22:%224930882505776621511%22,%22redirect_to%22:%22https:%5C\/%5C\/marketplace-leads.emag.ro%5C\/%22%7D\"><b>eMAG Marketplace<\/b><\/a>, <a href=\"http:\/\/www.frisbo.ro\/\"><b>Frisbo<\/b><\/a>, <a href=\"https:\/\/gls-group.eu\/RO\/ro\/home\"><b>GLS<\/b><\/a>, <a href=\"https:\/\/www.gts.ro\/\"><b>GTS<\/b><\/a>, <a href=\"https:\/\/www.mastercard.ro\/ro-ro.html\"><b>Mastercard<\/b><\/a>, <a href=\"http:\/\/www.newblack.ro\/\"><b>New Black<\/b><\/a>, <a href=\"https:\/\/www.rtbhouse.com\/\"><b>RTB House<\/b><\/a>, <a href=\"https:\/\/www.sephora.ro\/\"><b>Sephora<\/b><\/a><\/p>\n<p><b>Cu sprijinul: <\/b><a href=\"http:\/\/www.adlemonade.ro\/\">adLemonade<\/a><b>, <\/b><a href=\"https:\/\/2performant.com\/\">2Performant<\/a>,<a href=\"https:\/\/www.blugento.ro\/magazin-online\"> Blugento<\/a>, <a href=\"http:\/\/www.thebusinessclub.ro\/\">Business Club<\/a>,<a href=\"https:\/\/www.canopy.ro\/\">Canopy<\/a>,<a href=\"http:\/\/casadetraduceri.ro\/\">CasaDeTraduceri<\/a>, <a href=\"https:\/\/www.contentspeed.ro\/\">ContentSpeed<\/a>,<a href=\"http:\/\/ecompedia.ro\/\"> ECOMpedia<\/a>,<a href=\"https:\/\/www.enrose.ro\/\"> enRose<\/a>,<a href=\"https:\/\/www.gomag.ro\/\"> GoMag<\/a>,<a href=\"https:\/\/www.cupe-medalii.ro\/\"> Infinity Trophy<\/a>,<a href=\"https:\/\/www.netlogiq.ro\/\">Netlogiq<\/a>,<a href=\"https:\/\/www.omniconvert.com\/\"> Omniconvert<\/a>, <a href=\"https:\/\/presta.ro\/\">Presta.ro<\/a>, <a href=\"https:\/\/trusted.ro\/\">TRUSTED.ro<\/a>,<a href=\"https:\/\/webdigital.ro\/\"> WebDigital<\/a>,<a href=\"http:\/\/www.whiteimage.net\/\"> White Image<\/a>,<a href=\"https:\/\/www.zelist.ro\/monitor\/\">Zelist<\/a><\/p>\n<p><b>Epic Comfort by: <\/b><a href=\"https:\/\/www.mobexpert.ro\/\"><b>Mobexpert<\/b><\/a><\/p>\n<p><b>Radioul Oficial<\/b>: <a href=\"https:\/\/www.kissfm.ro\/\"><b>Kiss FM<\/b><\/a><\/p>\n<p><b>Limousine Service<\/b>: <a href=\"http:\/\/citylimo.ro\/\"><b>City Limo<\/b><\/a><\/p>\n<p><b>Official car: <\/b><a href=\"http:\/\/www.alfaromeo.ro\/\"><b>Alfa Romeo<\/b><\/a><\/p>\n<p><b>Parteneri media principali<\/b>: <a href=\"http:\/\/business-review.eu\/\"><b>Business Review<\/b><\/a>, <a href=\"http:\/\/www.wall-street.ro\/\"><b>Wall-Street<\/b><\/a> &amp; <a href=\"http:\/\/www.ecomteam.ro\/2017\/\"><b>ecomTEAM<\/b><\/a><\/p>\n<p><b>M\u00e2ndri s\u0103 fim sus\u021binu\u021bi de:<\/b><\/p>\n<p><b>Parteneri media<\/b>: <a href=\"http:\/\/www.adhugger.net\/\">AdHugger<\/a>, <a href=\"http:\/\/www.agora.ro\/\">AGORA<\/a>, <a href=\"http:\/\/www.anis.ro\/\">ANIS<\/a>, <a href=\"http:\/\/www.aries.ro\/\">ARIES<\/a>, <a href=\"http:\/\/www.armo.org.ro\/\">ARMO<\/a>, <a href=\"http:\/\/www.business24.ro\/\">Business24<\/a>, <a href=\"http:\/\/www.businessdays.ro\/\">Business Days<\/a>,<a href=\"http:\/\/www.cariereonline.ro\/\"> Cariere<\/a>,<a href=\"http:\/\/www.comunicatedeafaceri.ro\/\"> Comunicate de Afaceri<\/a>, <a href=\"http:\/\/www.comunicatedepresa.ro\/\">Comunicate de Presa<\/a>, <a href=\"https:\/\/www.ecomjobs.ro\/\">ECOMJOBS<\/a>, <a href=\"https:\/\/ecommercenews.eu\/\">Ecommerce News<\/a>,<a href=\"http:\/\/www.ecommercepolska.pl\/en\/\"> E-Commerce Poland<\/a>,<a href=\"https:\/\/www.edusa.ro\/\"> edusa<\/a>, <a href=\"http:\/\/www.femei-in-afaceri.ro\/ro\/index\">Femei in Afaceri<\/a>, <a href=\"http:\/\/www.fntm.ro\/\">FNTM<\/a>,<a href=\"http:\/\/www.trendshrb.ro\/\"> HRB Trends<\/a>, <a href=\"http:\/\/iab-romania.ro\/\">IAB Romania<\/a>, <a href=\"http:\/\/www.iqads.ro\/\">IQads<\/a>, <a href=\"http:\/\/www.institutuldemarketing.ro\/\">Institutul de Marketing<\/a>, <a href=\"http:\/\/www.jurnaluldeafaceri.ro\/\">Jurnalul de Afaceri<\/a>, <a href=\"http:\/\/lumeaseoppc.ro\/\">Lumea SEO PPC<\/a>, <a href=\"http:\/\/www.magazinulprogresiv.ro\/\">Magazinul Progresiv<\/a>, <a href=\"http:\/\/www.manager.ro\/\">Manager.ro<\/a>, <a href=\"http:\/\/www.marketingfocus.ro\/\">MarketingFocus<\/a>, <a href=\"http:\/\/www.neweditionnews.ro\/\">NewEditionNews<\/a>,<a href=\"http:\/\/www.romaniapozitiva.ro\/\">Romania Pozitiva<\/a>, <a href=\"http:\/\/biz.shopmania.ro\/\">Shopmania BIZ<\/a>, <a href=\"http:\/\/www.softlead.ro\/\">Softlead<\/a>, <a href=\"http:\/\/www.smark.ro\/\">SMARK<\/a>, <a href=\"https:\/\/www.startupcafe.ro\/\">StartupCafe<\/a>,<a href=\"http:\/\/sundaypr.com\/\"> SundayPR<\/a>,<a href=\"http:\/\/www.techcafe.ro\/\">TechCafe<\/a>, <a href=\"http:\/\/ziare.com\/\">Ziare.com<\/a>,<a href=\"http:\/\/www.ziuaconstanta.ro\/\"> Ziua de Constanta<\/a><\/p>\n<p><b>Bloggeri oficiali:<\/b> <a href=\"http:\/\/adrianorbai.com\/\">Adrian Gabriel Orbai<\/a>, <a href=\"http:\/\/www.allinbound.ro\/\">Alin Vlad<\/a>, <a href=\"http:\/\/www.andrazaharia.ro\/\">Andra Zaharia<\/a>, <a href=\"http:\/\/www.aurasmihai.ro\/\">Aura\u0219 Mihai Geamba\u0219u<\/a>, <a href=\"http:\/\/claudiatocila.ro\/\">Claudia Tocil\u0103<\/a>, <a href=\"http:\/\/www.korinams.ro\/\">Corina-Maria Scheianu<\/a>, <a href=\"http:\/\/cristianchinabirta.ro\/\">Cristian China Birta<\/a>, <a href=\"https:\/\/www.cristianiosub.com\/\">Cristian Iosub<\/a>, <a href=\"http:\/\/danpandrea.ro\/\">Dan Pandrea<\/a>, <a href=\"http:\/\/www.elenaciric.ro\/\">Elena C\u00eer\u00eec<\/a>,<a href=\"http:\/\/www.cyberculture.ro\/\"> George Hari Popescu<\/a>, <a href=\"http:\/\/www.bunescu.ro\/\">Ionu\u021b Bunescu<\/a>, <a href=\"http:\/\/www.read-my-mind.ro\/\">Lumini\u021ba Balaban<\/a>, <a href=\"http:\/\/blogatu.ro\/\">Marius Ovidiu C\u0103lug\u0103ru<\/a>, <a href=\"http:\/\/blidaru.net\/\">M\u0103d\u0103lin Blidaru<\/a>, <a href=\"https:\/\/olivian.ro\/\">Olivian Breda<\/a>, <a href=\"https:\/\/robertkatai.com\/\">Robert Katai<\/a>, <a href=\"http:\/\/www.sabinacornovac.ro\/\">Sabina Cornovac<\/a>, <a href=\"http:\/\/www.stilmasculin.ro\/\">Stil Masculin<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/robert-berza-fashiondays-zona-de-fashion-va-fi-12-miliarde-de-lei-online-ia-1-miliard\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>eMAG are 2\/3 din clien\u021bi b\u0103rba\u021bi. Fashion Days are 2\/3 din clien\u021bi femei. Core target-ul Fashion Days este diferit de core target-ul eMAG. \u00cen urma fuziunii tehnologice \u0219i logistice dintre Fashion Days \u0219i eMAG, Robert Berza, General Manager Fashion Days, spune c\u0103 s-a sim\u021bit nevoia unui rebranding, pentru a proiecta c\u0103tre client o imagine mai autentic\u0103 a companiei.<\/p>\n","protected":false},"author":1,"featured_media":14241,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[739,187,368,123,100,215],"class_list":["post-14238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviurile-gpec","tag-ecommerce","tag-emag","tag-fashion","tag-fashion-days","tag-gpec-summit","tag-interviu-gpec"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/14238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=14238"}],"version-history":[{"count":3,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/14238\/revisions"}],"predecessor-version":[{"id":14306,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/14238\/revisions\/14306"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/14241"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=14238"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=14238"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=14238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}