k|nnev|k kocket Cap|ta| Markets Day

8erlln, 22 May 2014
2
1he lnformauon conLalned ln Lhls presenLauon ls publlc lnformauon only, buL lL does noL necessarlly represenL all
lnformauon relaLed Lo Lhe lssues dlscussed or presenLed hereln, or all vlews of Lhe company. 1he lnformauon has
been researched by Lhe company wlLh due care and all and any evaluauons or assessmenLs sLaLed hereln represenL
Lhe company's oplnlons. We advlse you LhaL some of Lhe avallable lnformauon has been lndependenLly verlñed and
may be based on sLaLemenLs by Lhlrd persons, buL no represenLauon or warranLy, expressed or lmplled, ls made as Lo,
and no rellance should be placed on, Lhe falrness, accuracy, compleLeness or correcLness of Lhls lnformauon or
oplnlons conLalned hereln. CerLaln sLaLemenLs conLalned hereln may be sLaLemenLs of fuLure expecLauons and oLher
forward-looklng sLaLemenLs LhaL are based on our currenL personal vlews and assumpuons and lnvolve known and
unknown rlsks and uncerLalnues LhaL may cause acLual resulLs, performance or evenLs Lo dlñer maLerlally from Lhose
expressed or lmplled ln such sLaLemenLs. none of our Leam shall assume any llablllLy whaLsoever (ln negllgence or
oLherwlse) for any loss or unreallzed proñL whaLsoever arlslng from any use of Lhls presenLauon or Lhe sLaLemenLs
conLalned hereln as regards unverlñed Lhlrd person sLaLemenLs, any sLaLemenLs of fuLure expecLauons and oLher
forward-looklng sLaLemenLs, or Lhe falrness, accuracy, compleLeness or correcLness of sLaLemenLs conLalned ln Lhe
presenLauon, or oLherwlse made ln connecuon wlLh Lhls presenLauon.

1hls presenLauon does noL consuLuLe an oñer or lnvlLauon Lo purchase or subscrlbe for any lnvesLmenL and nelLher
Lhls presenLauon nor any parL of lL shall form Lhe basls of or be relled upon ln connecuon wlLh Lhe enLerlng lnLo any
commlLmenL or conLracL whaLsoever, and ls solely lnLended Lo communlcaLe lnformauon regardlng Lhe company, lLs
buslness Lrack-records and Leam members. no one should base Lhelr lnvesLmenL declslons on Lhls presenLauon buL
should form Lhelr personal oplnlons on Lhe basls of furLher avallable lnformauon and evaluauons and assumpuons. ln
addluon, any prospecuve lnvesLor should consulL lLs own auorney and buslness advlsor as Lo Lhe legal, buslness, and
Lax and relaLed mauers concernlng any lnvesLmenL declslon.

Important Nonce
10
31°
43
38°
17
38°
140
31°
Belarus
Population
GDP nominal
GDP p. capita
Internet users
Population
GDP nominal
GDP p. capita
Internet users
3
Ukraine Belarus
Kazakhstan
Russia
lnLerneL users Þopulauon
coverage
~210 m||.
popu|anon
Potential
Active
lnLerneL users Þopulauon
lnLerneL users Þopulauon lnLerneL users Þopulauon
Source: IMF, Euromonitor, data shown as of 2013
1remendous Market Cpportun|ty |n CIS
4
Secu|ar growth dr|vers
lnLerneL
(1)
Þotenna| CIS
lashlon
e-commerce
(3)
Moblle
lnLerneL
(2)

8u uS
Iash|on reta||
Cn||ne fash|on
penetranon
Cn||ne fash|on
market
2013
USD 6.1bn
2016
USD 21.2bn
uSu 119bn
3.1 °
uSu 141bn
13.0 °
x
ÞeneLrauon (°)
x
Source: IMF, Euromonitor, BoA/ML, IDC
1. Morgan Stanley Analysis based on data from IDC
2. Morgan Stanley Analysis based on data from IDC
3. Morgan Stanley (2013): Fashion ecommerce as % of total fashion retail market (as per 2013)
23
63
3.1
18.8
33
83
Lcommerce At An Inßecnon Þo|nt In CIS
Shoes
Apparel

Acc +
CLher
3
Cñer|ng Cap|ta||zes Cn Mass Market Cpportun|ty
Lx|t Þr|ce
8as|c Iash|on
Lntry Þr|ce


Sa|es Sp||t
Note:
1. As of 2013


(1)
6
9 000
21 000
31 000
39 000
49 000
63 000
73 000
81 000
83 000
93 000
#Sku
CcLober !uly Aprll !anuary CcLober !uly Aprll !anuary !anuary Aprll
2012 2013
>700
brands
>S00
brands
>400
brands
>300
brands
>600
brands
Grew Assortment 10x Cver 2 ¥ears
2014
7
D|sp|ay
SLM
D|rect
N
e
w
s
|
e
u
e
r

SLC
ketargenng
Am||ate
Connnuous|y keduced Markenng Spend

30°
M
a
r

1
3

A
p
r

1
3

M
a
y

1
3

!
u
n

1
3

!
u
l

1
3

A
u
g

1
3

S
e
p

1
3

C
c
L

1
3

n
o
v

1
3

u
e
c

1
3

!
a
n

1
4

l
e
b

1
4

M
a
r

1
4

Markenng as ¼ of revenues
8
Most kecogn|zed Cn||ne Iash|on 8rand |n kuss|a
84°
63°
39°
43°
Lamoda kuplvlÞ SapaLo Wlldberrles
Note:
1. Cnllne shops selllng fashlon and shoes. Choose from a llsL. Source: lCM, leb 2014


9
Lamoda approach to de||very w|th strong focus on sa|es force deve|opment
SUCCLSSIUL SALLS AkL DkIVLN 8¥ A ÞkCILSSICNAL AÞÞLAkANCL
• 1ldy and professlonal
appearance
• Clean unlform
• lull package of equlpmenL:
! Cash machlne
! ÞCS Lermlnal
! 8ox cuuer
! CalculaLor
• Þrofesslonal behavlor and
responslblllLy
Courler Salesman
Sa|es push
lashlon
awareness
Commun|canon skllls
Plgh level of serv|ce
ApproprlaLe behav|or
nlce appearance
8lghL Amtude
8as|cs
Cour|er
Advanced cour|er
Sa|esman
3
2
4
uellvery on nme
1
8u||d|ng A Customer Cr|ented Sa|esforce
Yakutsk
Russia
Novosibirsk
Ekaterinburg
Vladivostok
Kazakhstan
10
De||very methods Share of orders across kuss|a and kazakhstan (2013)
Astana
Volgograd
St. Petersburg
Moscow
Nizhny Novgorod
8osLov-na-uonu
C
w
n

C
o
u
r
l
e
r

Þ
o
s
L

Þ
l
c
k
-
u
p

Lamoda keaches Cver 9S¼ of kU and k2
Creanng A Un|que Customer Lxper|ence
84°
May 13 !un 13 !ul 13 Aug 13 Sep 13 CcL 13 nov 13 uec 13 !an 14 leb 14 Mar 14
neL ÞromoLer Score
¥andex Market kanng
Cur Customers 1hank Us Ior It
13
100 M||||on Un|que V|s|tors Last ¥ear
98
13°
2011 2012 2013
° of vlslLs from Moblle
14
Cver 1 M||||on Acnve Customers
1.3m
1.1m
2011 2012 2013
1oLal CusLomers
Acuve CusLomers
Note:
1. Active Customers defined as having made a purchase in last 12 months
2. Customer ever having made a purchase with Lamoda
(1)
(2)
13
Crders Grew 3x 1o Cver 2 M||||on Crders
2.3m
2011 2012 2013
16

N||s Chresnn
ClC

N|e|s 1onsen
CLC

I|or|an Iansen
CCC


Dom|n|k Þ|cker-
nuchzermeyer
ClC

8urkhard 8|nder
C8C

Management 1eam
17
8|ue Ch|p Investor 8ase
18
• kuss|a |s be||eved to become the |argest consumer market |n Lurope
• Lcommerce |s at a v|ta| |nßecnon po|nt there and |s benehmng from
s|gn|hcant secu|ar growth trends
• Lamoda |s best pos|noned to w|n |n th|s market p|ace and |s operanng a
h|gh|y d|ñerennated e-commerce bus|ness mode|
Lamoda - A 1remendous Cpportun|ty
We asp|re to be the No. 1 fash|on desnnanon
|n CIS and to de||ver best-|n-c|ass e-commerce serv|ces

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