Nancy Zhang

COO
Otte New York

Nancy Zhang is COO and Vice President of OTTE New York, where she manages global marketing, online strategy, finance and operations of the company. Prior to joining OTTE as a partners, she worked in finance and tech, at Citigroup for 5 years along with managing top rich media clients at Google. She left her corporate career to fulfill her passion in fashion and to be more entrepreneurial by building her own global business. She holds a B.S. in Economics at the University of Pennsylvania’s Wharton Business School and is an advisory board member for the Fashion Institute of Technology in New York City.

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Getting Physical: In-Store, In-House, And Secure Global Commerce

Monday, July 10th, 2017

09:15 Asia Expansion Roadmap From Marketing To Sales Activation

Vast opportunities exist in Asia eCommerce for luxury brands due to the millennial Asian market's fast adaptation to technology, willingness to experiment with personal style, comfort level with mCommerce, and strong desire for social engagement through the web.
Adapting a global life-style brand strategy for localized customer engagement is key to establishing and growing e-commerce business in the Asia market. Nancy Zhang knows the keys to success and showcases why the Asia market is ripe for global growth for luxury brands, and how to adapt quickly and iterate often in light of potential challenges as eCommerce changes the way we shop globally:

• Best practices for marketing your brand voice via the web
o Local language: social media is key to successful brand recognition
o Key Opinion Leaders and tastemakers in the Asian community seed the community for wider adaptation
• "Global" lifestyle brand positioning in Asia - adapting your branding to the local market needs while retaining global DNA
• Sales and promotional strategy from VIP networks to limited edition lines and access to "lifestyle" experience
• Leveraging affiliate channels and social commerce platforms
• Building cross border shopping partnerships with local distribution platforms - opportunity for operational advantage