Gareth Pugh - Website Overview

GARETH PUGH W E B S I T E

O V E R V I E W

UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design

Gareth Pugh Website Overview

ASHLEY JADE ASHCROFT

A Major Project submitted in partial fulfilment of the requirements for

BA (Hons) Fashion, Communication and Promotion.

Module THD1101 Fashion Communication Promotion Major Project

The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others.

The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND

16th MAY 2014

F I G U R E S

FIG 1 : GARETH PUGH FACEBOOK

FIG 19 : PROJECTS PAGE VERTICAL SCROLLING

FIG 2 : GARETH PUGH TWITTER

FIG 20 : PROJECTS PAGE EXAMPLE, COLLABORATION

FIG 3 : GARETH PUGH INSTAGRAM

FIG 21 : BIOGRAPHY PAGE

FIG 4 : GARETH PUGH HOMEPAGE

FIG 22 : LOG IN PAGE

FIG 5 : GARETH PUGH HOMPAGE SCROLLING HORIZONTIALLY

FIG 23 : SIGN UP PAGE

FIG 6 : HOMPAGE E-STORE BUTTON

FIG 24 : ACCOUNT ICON

FIG 7 : HOMEPAGE COLLECTIONS BUTTON

FIG 25 : PORTABLE DEVICES

FIG 8 : HOMEPAGE PROJECTS BUTTON

FIG 26 : PACKAGING

FIG 9 : HOMEPAGE BIOGRAPHY BUTTON FIG 10 : MENS E-STORE FIG 11 : WOMENS E-STORE FIG 12 : E-STORE, PRODUCT INFORMATION FIG 13 : COLLECTIONS, SHOW PAGE FIG 14 : COLLECTIONS, LOOKS PAGE FIG 15 : COLLECTIONS , BACKSTAGE PAGE FIG 16 : COLLECTIONS, BACKSTAGE IMAGE CLOSE UP FIG 17 : ARCHIVE PAGE FIG 18 : PROJECTS PAGE

CONTENTS 1.0 INTRODUCTION 1.1

................................................3

Aims and Objectives

2.0 BACKGROUND ..................................................5 2.1

Online Presence

3.0 THE WEBSITE

1

3.1

Design

3.2

Navigation

..................................................13

4.0 PAGE BREAKDOWN .........................................19 4.1

Homepage

4.5

Biography

4.2

E-Store

4.6

Log in/ Sign Up

4.2.1

Women

4.7

Other Features

4.2.2

Men

4.7.1

Shopping Bag

4.3

Collections

4.7.2

My Account

4.3.1

Show

4.7.3

Country

4.3.2

Looks

4.7.3

Stores

4.3.3

Backstage

4.7.3

Stockist

4.3.4

Archive

4.7.3

Contact

4.4

Projects

4.7.3

Social Media Icons

5.0 RESPONSIVE CAPABILITIES .................................49 6.0 ORDER DELIVERY LOGISTICS

...............................51

7.0 CONCLUSION ................................................53 8.0 REFERENCES .................................................55

2

1.0 INTRODUCTION...

3

Gareth Pugh does not currently have an e-commerce website, therefore the brand is potentially losing out on customers who enjoy or possibly prefer the online shopping experience, which is why the e-commerce website has been proposed.

The website proposal is part of multi-strategic approach which aims to encourage the brands development as it marks ten years. By building a strong online presence, integrated brand communication will reinforce the brands core values and promotional messages. The brand is in need of a clearly identifiable e-commerce website, which is both interactive and visually appealing, in order to keep its competitive edge and adhere to consumer demand.

To ensure maximum success of the proposed E-commerce website marketing tactics have been outlined within the marketing plan. The main purpose of this document is to explore the features of the proposed website strategy.

1.1 AIM AND OBJECTIVES

AIM

The e-commerce website aims to build the brands online presence, creating a interactive digital platform that will engage consumers, drive sales and form a strong brand identity.

OBJECTIVES

• To create a website with clear e-commerce functions • To design a website which clearly represents the brands aesthics and identitty. • To generate interactive and engaging content fitted to the needs of the target consumer.

4

2.0 BACKGROUND

5

As established within the marketing plan many of Gareth Pugh’s Competitors have both e-commerce websites and social networking accounts, providing them with a strong online presence. These competitors use their websites and social networks to reinforce the brands personality by connecting with consumers on a different platform that will allow each of the users to communicate and engage with brand.

Key competitors such as Alexander McQueen and Maison Martin Margeila, as well as other indirect competitors such Burberry, who are the leaders in digital technology, provide rich and interactive content that successfully resembles the brand with key features, unique design and bespoke services.

In order to successfully launch the brands e-commerce website the design and layout will need to represent the brands aesthetics, making it clearly identifiable to consumers. Information must be tailored to consumers needs providing rich and diverse content which consumer engage with, Specifically the brand target consumer ‘the visionary’ and ‘creative experimentalist’ who look to gain new information and insight, as it is essential for them to be constantly up to date with both world and social news.

Gareth Pugh can be described as: luxury, unconventional, surreal, dark, creative, artistic, complex and otherworldly. The proposed website aims to embody and visualise many of these key components, by creating a unique immersive experiences that personifies the brand identity.

6

2.1 ONLINE PRESENCE Gareth Pugh’s online stockiest such as Hervia, Farfecth, Antonioli, Luisaviaroma and The Corner all only offer limited collections and items online, some no more than a page with two to four items.

This makes it difficult for the brand to generate sales or create a strong online presence, which supports the brands need for E-commerce website.

More brands are investing in a creating digital footprint, embracing online platforms such as social networks, media networks, websites and e-commerce. It has been identified Gareth Pugh does not currently have an e-commerce website, however he currently has accounts with the following social networks: Facebook, Twitter and Instagram, which will support the brands proposed website and online presence.

Social and media networks have become incredibly important to majority of industries and are being valued as effective promotional tools for fashion brands. As stated by WGSN (2012) Facebook did a study, which aimed to prove that affluent consumers do not only use the networking site but those who do are willing to engage with luxury brands. The study further identifies the types of affluent consumers using the network by forming different consumer profiles. Justifying why luxury brands should use the networking site, and providing them with insight on how to approach them.

7

Social network Facebook remains the most dominate network used in the UK (Mintel, 2013) where as twitter as the most variation by age. Instagram is a relatively new social network, however it is more media driven, these three social networks combined provide an attractive range of features, and will target a larger demographic with different online social preferences.

Social media also allows people to connect on the go. According to Mintel’s (2013) Digital trend report the use of social networking is increasing, as consumers become more Internet savvy, with over half of all Internet users accessing the Internet from a smartphone. Mintel’s (2013) report on social networking stated that social networks are adapting by becoming cross platform communication services, and encompassing more media focused content, due to growing consumer interest in Pinterest and Tumblr; this allows them to reinforce their competitive edge and gaining further control within the online social world, establishing the title of online social media networks.

8

FIG 1 : GARETH PUGH FACEBOOK

FACEBOOK

Facebook has the strongest presences out of the brands social networking accounts with 12,142 likes.

Compared to competitors (see Marketing Plan), Pugh appears to have the weakest social media following. Judging from the main page it is believed that the lack of following is due to insufficient activity, with little to none within the past year. The accounts strongest feature is the amount of images posted, helping to drive the brand identity.

Facebook is a valuable communication tool and should be utilised accordingly; the account presences could improve significantly with an increase in activity and overhaul. The purpose of Facebook to the brand is to share post news, images, videos and added features such as competitions, which can receive significant amounts of attention with the ability to share and repost information easily.

9

FIG 2 : GARETH PUGH TWITTER

TWITTER

The Gareth Pugh twitter account is in a similar position to Facebook, with only 1,181 followers, again a reflection of the infrequent posts and the fact that the account isn’t even a year old. However, there appears to be more recent activity compare to Facebook. Posts are becoming more regular and are showing a steady increase, which shows progression. On the account there are posts of celebrities spotted wearing his clothing at appearances and on music videos, there is also personal information about the designer’s activities, conversations with press and frequent image posts which have ben uploaded to twitter directly, and via Instagram.

Twitter provides the ability to communicate efficiently with consumers and press. It has a speedier posting ability, and consumers use it to posts and view quick updates. Twitter also has the ability to turn topics into public discussions, by using hashtags. Those with similar interests can communicate their opinions, which is a good tool for the brand to target its consumers and build brand awareness.

10

FIG 3 : GARETH PUGH INSTAGRAM

INSTAGRAM

Instagram is a social network based around sharing images and video. The visual content allows Gareth Pugh to communicate the identity of the brand in a personal way that is representative of the designer himself and the brand.

Gareth Pugh’s Instagram like Twitter is relatively new, being initiated around September 2013, so it is less than 6months old. It has a stronger following than twitter with a relatively similar amount of posts.

Indicating that Gareth Pugh consumers/followers are motivated by visuals and video interaction. Posts on this account range from behind the scenes images, events, collaborations, personal vacations and outings, plus more.

To take advantage of consumer’s rapid interest in this platform it should be linked up to both Facebook and Twitter to reach a wider demographic, to drive consumer awareness and brand identity.

11

Overall, the brands social media following is currently lacking, especially compared to competitors such as Maison Martin Margiela, who posts at least twice a day and has a total 247.8K likes on Facebook alone, as well as high profile brands such as Alexander McQueen with 1.4 million likes. In attention to this the brands presence is growing, as it is clearly becoming more familiar with posting on the networks, ultimately showing progression.

The more activity the brand pushes on each of these social networking sites the more attention the brand will receive, through people talking about the activity being posted and/or sharing the links.

Twitter and Instagram are prime examples of this; popular posts or new topics are automatically visible to people, for example, if a image receives a lot of likes on Instagram it will automatically go onto to the most popular page, reaching more people and leaving posts to generate their own publicity.

Throughout the proposed promotional strategies the brand will use these networking sites to its advantage by initiating social media campaigns (see marketing plan). These platforms will help to drive the brands online presence and social media following, with the ability to send posts viral, popularity and interest in the brand should rapidly increase.

12

3.0 THE WEBSITE

13

The purpose of the Gareth Pugh website is to increase the brands digital footprint, plus strengthening the brands current online presence. The brand will build on its already establish social networking sites by integrating information throughout. The website will displaying social media icons that consumers can click on and use to redirect them to each of the brands accounts, as well as this option there will be a share icon placed on designated pages, allowing users to post information they are interested in to there own accounts or to others; keeping users connected with the brand. The integrated material will work on generating a stronger more personalised identity online an element that is current missing from the Gareth Pugh brand.

One of the websites main features is the available e-commerce experience, enabling consumers to browse collections and purchase directly from the brand. This will allow the brand to focus on driving the luxury and quality aspect of the brand ensuring every customer receives the highest possible service.

More so the website will become a platform that customers can rely on and trust, it will offer a direct source of information that the brands target consumer requires. Presenting the brands story through the designer’s biography, besides all the latest brand communication including projects and events, collections, plus a contact page for any further enquiries. The website will focus on channeling the brands unconventional, creative and surreal core values through dramatic imagery, videos and interactive content, providing every user with a unique online experience.

14

3.1 DESIGN The website will clearly envision the Gareth Pugh brand personality making reference through its dark, surreal and innovative design and layout. It will display a fixed monochrome colour scheme, personal to the overall brand identity(see fig 4).

As part of the layout there is an outer frame that is fixed, with the main page links, the center then adjusts accordingly to each page. The reason for this is to keep the layout consistent so consumers can become accustomed with the layout of the website. The fixed outer frame also means the website is maintainable season to season whilst the central imagery is adaptable changing with each collection, event, collaboration or other significant material.

The use of quadrilateral shapes also draws references to the brands aesthetics creating a solid structure and cohesive identity throughout. The website has been designed with interactive elements, intense imagery and video content, along with scrolling mechanisms embedded within different pages to generate the idea of content being able to drift, horizontally or vertically by a smooth motion, creating an immersive and engaging experience that is personal to the brand, and communicates the brands creativity

Some pages have been designed with simpler format than others such as the e-store and log in / sign up page this is so guests can immediately become familiar with the website functions, making the shopping and check out process as direct and efficient as possible, complimenting the other highly innovative and interactive pages.

15

3.2 NAVIGATION Navigation will consist of scrolling, hovering and clicking through and around each page. The main navigation buttons for each page will be clearly identifiable and placed in the same position, within the outer frame throughout the experience. As users click through each page the visuals in the center will adjust. Each new page is embedded with different navigation clearly indicated by text and scrollbars, keeping it consistent and user friendly throughout, with creative elements that allow the user to become consumed within the website.

16

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH E-store: discover the new womenswear collection

a/w 2015 : backstage

Gareth Pugh Celebrates

exclusive: New Fashion film E-STORE

COLLECTIONS

10 years PROJECTS

STORES

FIG 4 : GARETH PUGH HOMEPAGE

17

BIOGRAPHY

STOCKIST

CONTACT

COUNTRY : UK q U

LOG IN / SIGN UP

SHOPPING BAG

GARETH PUGH A/w 2015: Backstage

New gareth pugh large tote bag

r

Gareth Pugh Celebrates

exclusive: New Fashion film E-STORE

10 years COLLECTIONS

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 5 : GARETH PUGH HOMPAGE SCROLLING HORIZONTIALLY

18

4.0 PAGE BREAKDOWN

19

The website has been broken down into four main pages, with sub pages within them. There are additional customer focused pages constantly displayed in the outer frame throughout the website, for the users convenience. The main sections consist of:

•

E-store

•

Collections

•

Projects

•

Biography

Once the links for each of these pages are hovered over the background behind the text will change colour. Pages with additional links such the E-store and Collections will also display a drop down menus for further options ( see fig 6,7,8,9).

4.1 HOMEPAGE The home page will be the main hub of interaction. Displaying continuous news feeds from the brands on going projects, new collections and products, events and announcements. The home page will express the creativity of the brand through its motion and interactive design. Users are able to scroll horizontally through different features allowing them to explore different aspects of the website by clicking on specified shortcut pages(see Fig 4,5).

The homepage with set the theme of the website, paying reference the brand monochrome theme, and allowing consumers to familiarise themselves with the navigations and layout.

The adaptable center is the main focus throughout the website, and can be up dated on a regular basis, which means that guests are constantly discovering new elements of the website. This feature even allows Gareth Pugh to promote specific brand focused messages with home page takeovers, including the likes of recent collaborations or fashion films, these will displayed across the main screen to promote each message effectively.

20

U

LOG IN / SIGN UP

COUNTRY : UK q LOG IN / SIGN UP

SHOPPING BAG

GARETH PUGH A/w 2015: Backstage

Gareth Pugh Celebrates

exclusive: New Fashion film E-STORE

PROJECTS

A/w 2015: Backstage

BIOGRAPHY

New gareth pugh large tote bag

r

Gareth Pugh Celebrates

exclusive: New Fashion film

10 years COLLECTIONS

SHOPPING BAG

GARETH PUGH New gareth pugh large tote bag

r

U

COUNTRY : UK q

E-STORE

10 years

A/W 2015 COLLECTION

COLLECTIONS

WOMEN

WOMENSWEAR COLLECTIONS

MEN

MENSWEAR COLLECTIONS

PROJECTS

BIOGRAPHY

ARCHIVE STORES

FIG 6 : HOMPAGE E-STORE BUTTON

21

STOCKIST

CONTACT

STORES

FIG 7 : HOMEPAGE COLLECTIONS BUTTON

STOCKIST

CONTACT

U

LOG IN / SIGN UP

COUNTRY : UK q SHOPPING BAG

LOG IN / SIGN UP

GARETH PUGH A/w 2015: Backstage

Gareth Pugh Celebrates

exclusive: New Fashion film E-STORE

PROJECTS

STORES

FIG 8 : HOMEPAGE PROJECTS BUTTON

A/w 2015: Backstage

BIOGRAPHY

STOCKIST

New gareth pugh large tote bag

r

Gareth Pugh Celebrates

exclusive: New Fashion film

10 years COLLECTIONS

SHOPPING BAG

GARETH PUGH New gareth pugh large tote bag

r

U

COUNTRY : UK q

E-STORE

10 years COLLECTIONS

CONTACT

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 9 : HOMEPAGE BIOGRAPHY BUTTON

22

4.2 E-STORE The e-store will be one of the main attractions to the website and will remain a key focal point in which the homepage will often promote. The e-store will focus on promoting the quality and luxury experience that the brand offers, delivering easy accessibility and clear direction, ultimately providing consumers with an enjoyable shopping experience without any complications or distractions. By successfully making the online shopping experiences quick and effective it will give users time to browse the rest of the websites features, encouraging consumers to further engage with the brand.

The E-store will allow guests to shop both women’s and men’s ready to wear collections directly from the brand, within each section it will give choice of category and preference options for a more tailored search and luxury experience.

4.2.1

WOMEN / MEN

Once the users have selected to shop either women or men they will be directed to the E-store.

Enabling customers to browsing different product listings including new in, ready-to-wear, accessories and shoes(see fig 10,11). The products will be displayed three items per row, and the user will have the ability to scroll vertically through the ready-to wear collection. If users want a to define their search and browse few items they have the added options choosing the product, colour and size, creating a more tailored and personal search.

Prices will not be visible on the browsing screen with the aim of reinforcing the luxury aspect of the brand. If guests are interest in an item they can then click on the product and they will be given the all the products important information including the price, description, and the product name and code for further enquires. On this page users can begin placing items in their shopping bag, to support their decision they are given additional information on shipping and the returns process (see fig 12).

23

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH Product q

MEN

Colour q

Size q

NEW IN READY-TO-WEAR ACCESSORIES SHOES

~

E-STORE

COLLECTIONS

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 10 : MENS E-STORE

24

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH Product q WOMEN

Colour q

Size q

NEW IN READY-TO-WEAR ACCESSORIES SHOES

~

E-STORE

COLLECTIONS

PROJECTS

STORES

FIG 11 : WOMENS E-STORE

25

BIOGRAPHY

STOCKIST

CONTACT

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH =

WOMEN BLACK AND WHITE FITTED WOVEN JACKET

NEW IN

SPRING / SUMMER 2014

READY-TO-WEAR ACCESSORIES

£1,605.00

SHOES DESCRIPTION I

SHIPPING I

RETURNS

White polyester blend woven jacket featuring a round neck, an off-centre front zip fastening, long sleeves, a flared style and an asymmetric hem.

PRODUCT CODE :10690276 SIZE - UK :

6

8

10

12

14

ADD TO SHOPPING BAG

E-STORE

COLLECTIONS

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 12 : E-STORE, PRODUCT INFORMATION

26

4.3 COLLECTIONS The collections page will give users the option of viewing womenswear collections or the brands fast evolving menswear collections. Embedded within these pages will be a record of Gareth Pugh three most recent collections. Once they have chosen the collection they wish to view they will then be confronted by three different options, to view the seasons show, looks and backstage footage(see fig 13).

Each collection display is designed to fit in with the theme of that season, so as the user skips from each season the background will change accordingly. These specific pages give Gareth Pugh control over how the brand is viewed, by placing high quality images from the best viewpoint to highlight the detail within each look; this will ensure the brand is represented in the best possible way.

The navigation bar at the side will stay placed in the same position to allow user to skip between pages. The Collections page also gives users the added option of viewing the brands archive of collections; this will be display on the drop down menu and within the other collections pages for easy accessibility.

Within each of the collections will also be a share button. This will allow users to post the link they are on to Facebook, twitter or Instagram. Allowing them to share the information they are reading with friends or to keep for future reference.

27

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH

SHOW

u

LOOKS

BACKSTAGE

SHARE

A/W 2015 COLLECTION

E-STORE

I

S/S 2015 COLLECTION

COLLECTIONS

I

A/W 2014 COLLECTION

PROJECTS

I

ARCHIVE

BIOGRAPHY

WOMENSWEAR COLLECTIONS MENSWEAR COLLECTIONS ARCHIVE STORES

STOCKIST

CONTACT

FIG 13 : COLLECTIONS, SHOW PAGE

28

4.3.1 SHOW The ‘show’ page will display the runway video from chosen seasons. It will have all the capabilities of a normal online video display; giving the option of being able to play, pause, and skip through, plus the option of being able to make the video full screen in HD for a more immersive experience (see fig 13).

4.3.2 LOOKS This page will give users the ability to slide through each look from the season. As they scroll the central image will enlarge automatically, to give users optimal view each look, this will also allow users to focus their attention on one look at a time and encouraging them to interact with the website by passing through the images (see fig 14).

4.3.3 BACKSTAGE This page will deliver insight in to the production of the show, in the form of imagery. There will be behind the scenes images of styling, close ups of the different looks, plus the added detail that goes into every one of Gareth Pugh’s runway shows, such as, the hair, make up and nails (see fig 15).

Different sized thumbnail Images will be placed in a mood board format, accompanied by a scroll bar at the right hand side, giving users the ability to pass through the images effectively, viewing every image at once. By clicking on an image it will then enlarge, giving the user the option to view the backstage images in a different format similar to the looks page, they can then skip through the enlarged images focusing on one image at a time (see fig 16).

29

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH

SHOW

LOOKS

BACKSTAGE

SHARE

A/W 2015 COLLECTION

E-STORE

I

S/S 2015 COLLECTION

COLLECTIONS

I

A/W 2014 COLLECTION

PROJECTS

STORES

I

ARCHIVE

BIOGRAPHY

STOCKIST

CONTACT

FIG 14 : COLLECTIONS, LOOKS PAGE

30

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH

SHOW

LOOKS

BACKSTAGE

SHARE

A/W 2015 COLLECTION

I

E-STORE

S/S 2015 COLLECTION

COLLECTIONS

I

A/W 2014 COLLECTION

PROJECTS

STORES

FIG 15 : COLLECTIONS , BACKSTAGE PAGE

31

I

ARCHIVE

BIOGRAPHY

STOCKIST

CONTACT

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH

SHOW

LOOKS

u

u

BACKSTAGE

SHARE

A/W 2015 COLLECTION

I

S/S 2015 COLLECTION

E-STORE

COLLECTIONS

I

A/W 2014 COLLECTION

PROJECTS

STORES

I

ARCHIVE

BIOGRAPHY

STOCKIST

CONTACT

FIG 16 : COLLECTIONS, BACKSTAGE IMAGE CLOSE UP

32

4.3.4 ARCHIVE The archive will display each collection in a chronological order from Gareth Pugh’s most recent collection to the brands very first collection in 2005. A row of images will be placed central across the screen, with the season and date placed underneath each one. The user can then scroll right to left of the screen in order to pick the collection they wish to see. Once they have clicked on the collection it will be displayed in the same format as the other collections pages (shown in fig 17).

The archive page not only gives people the ability to view each collection but it creates a journey for consumers to follow and be apart of, showing how the brand and designs have evolved season to season, engaging them in a more personal experience.

33

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH >>

ARCHIVE

S/S 2014

E-STORE

A/W 2013

COLLECTIONS

S/S 2013

A/W 2012

PROJECTS

STORES

S/S 2012

BIOGRAPHY

STOCKIST

CONTACT

FIG 17 : ARCHIVE PAGE

34

4.4 PROJECTS This page will present a full collection of all projects Gareth Pugh has been involved in. This will include anything from recent collaborations, events, shows plus more. They will be displayed in date order with most recent at the tops. The scroll will allow users to browse down, through older projects (see fig 18,19).

Once the consumer has clicked on it the project they are interested they will be face with another page where the information about the project will be displayed along with images, video or other relevant media (see fig 20).

Again like the collections page there will be a share button, which will allow user to post the link of the page they are on to Facebook, twitter or Instagram.

35

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH

GARETH PUGH X ENGLISH NATIONAL BALLET

GARETH PUGH X FOREVERMARK

E-STORE

COLLECTIONS

MONOLITH : GARETH PUGH X SELFRIDGES

GARETH PUGH X CHROME HEARTS

PROJECTS

STORES

FIG 18 : PROJECTS PAGE

BIOGRAPHY

STOCKIST

CONTACT

36

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH GARETH PUGH X ENGLISH NATIONAL BALLET

GARETH PUGH X FOREVERMARK

MONOLITH : GARETH PUGH X SELFRIDGES

GARETH PUGH X CHROME HEARTS

ITALY DEBUT 2011 : GARETH PUGH FOR PITTI IMMAGINE BY RUTH HOGBEN

E-STORE

COLLECTIONS

PROJECTS

STORES

FIG 19 : PROJECTS PAGE VERTICAL SCROLLING

37

BIOGRAPHY

STOCKIST

CONTACT

LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH GARETH PUGH X ENGLISH NATIONAL BALLET Gareth Pugh and the English National Ballet came together to challenge the perceptions of both fashion and the ballet artform.

The dancers give grace to Gareth Pugh’s unconventional ballet creations by constantly pushing boundaries, forcing people to see beyond tutu and ballet pump.

The collaboration represented the ENB brand campaign 2015, and the undeniable connection lead them to collaborate on Gareth Pugh’s S/S 16 fashion film.

THE MAKING CAMPAIGNE FILM

SHARE

E-STORE

COLLECTIONS

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 20 : PROJECTS PAGE EXAMPLE, COLLABORATION

38

4.5 BIOGRAPHY Information on Gareth Pugh is somewhat scattered around the Internet, there are different versions of events patched up from various different sources in order to create a time line of events of the designers life and brand. This page gives the opportunity for the designer to tell the story of the brand from Gareth Pugh’s point of view, detailing the history of the designer, leading into the making of the Gareth Pugh brand.

The layout of this page will be consistent with the rest of the pages and the design will simply display portrait of the design alongside a scroll text box, where the biography of the designer/ brand will be (See fig 21).

39

COUNTRY : UK q U

LOG IN / SIGN UP

SHOPPING BAG

GARETH PUGH >>

Gareth Pugh was born in Sunderland, Tyne and wear, England on August 31st, 1981. Pugh orginally trained as a dancer, beginning ballet lessons in 1990. At the age of ten his mother took him to him to London to see the phantom of the opera. It was then pugh fell in love with the hustle and bustle of the City.

In 1995, Pugh decided to spend his first summer in London, at the age of 14, working for the costume department at the National Youth Theatre, a position he held onto for three years. During this time pugh discovered his talent for design. He was forced to give up his love for dance to focus on his A-Levels, which led to him graduating in fashion design, at the prestigous central saint martins in 2003.

E-STORE

COLLECTIONS

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 21 : BIOGRAPHY PAGE

40

4.6

LOG IN/ SIGN UP

The log in/sign up links positioned on the top right of the web page will direct customer to the pages indicated (see fig 22,23).

The purpose of these links is to give consumers quick and easy access to sign into their account, or to create an account. If consumers do not wish to sign in as soon as they are on the website, once they have shopped the E-store and have placed items into the shopping bag, they will then be directed to the ‘Log in’ page to check out. For those who do not already have an account, Information located at the right hand side of the page will inform customers of the account benefits. This is displayed to support each customer’s decision to sign up alongside reinforcing the luxury aspect of the brand. The ‘sign up now’ link will then direct them to the sign up page (see fig). The side bar will further highlight which page is displayed by turning the link black.

It is compulsory for customers to sign up if they wish to purchase direct from the website this is to reinforce the exclusivity of the brand. More so, to give customers added control over their accounts they are given the option as to whether they wish to receive news and updates, if they do not tick this box they can always subscribe at a later date, via the website or e-mails informing them of their recently placed order and confirmation.

The overall looks of these pages have been designed to remain straightforward forward as possible, in order to keep the check out process efficient and hassle free for customers.

41

COUNTRY : UK q U

LOG IN / SIGN UP

SHOPPING BAG

GARETH PUGH

LOG IN SIGN UP

NEW TO GARETHPUGH.COM?

REGISTERED CUSTOMER E-MAIL ADDRESS

ACCOUNT BENEFITS: •

PASSWORD

Safely store payment details for faster checkout

•

Add and save multiple shipping addreses

REMEMBER ME NEXT TIME

I

•

FORGOT PASSWORD?

LOG IN

E-STORE

COLLECTIONS

View and track orders

SIGN UP NOW

PROJECTS

STORES

BIOGRAPHY

STOCKIST

CONTACT

FIG 22 : LOG IN PAGE

42

COUNTRY : UK q U

LOG IN / SIGN UP

SHOPPING BAG

GARETH PUGH NEW CUSTOMER

LOG IN

FIRST NAME

SIGN UP SURNAME

E-MAIL ADDRESS

PASSWORD

CONFIRM PASSWORD

RECIEVE NEWS AND UPDATES FROM GARETH PUGH

CREATE ACCOUNT

E-STORE

COLLECTIONS

PROJECTS

STORES

FIG 23 : SIGN UP PAGE

43

BIOGRAPHY

STOCKIST

CONTACT

MY ACCOUNT

U

WELCOME, Ashley Ashcroft

SHOPPING BAG

GARETH PUGH FIG 23 : ACCOUNT ICON

44

4.7

OTHER FEATURES

There are other website functions/pages placed on the outer frame which will be available for the user to click on throughout there online experience this pages are:

•

Shopping Bag

•

My Account

•

Country

•

Stores

•

Stockists

•

Contact

•

Social media icons

4.7.1 SHOPPING BAG The shopping bag will be displayed on the main page throughout the customer experience. This will allow consumers to shop the e-store without going through the process of creating an account straight away, once they have placed all the items in the shopping bag and wish to check out they will then be directed to the log in page If the user does not already have an account they will be informed of the benefits and given the option to ‘sign up now’. The sign up now page has been created so consumers only have to put limited information, taking up a minimum amount of time, therefor encouraging consumers to sign up. They can then enter further information once they have an account at a convenient time that suits them.

45

4.7.2 MY ACCOUNT My account provides customers with a log of their recent and previous orders, as well as the luxury of being able to track all their orders with ease. It provides customers with the option of keeping a log of shipping addresses and payment details for an efficient check out process.

Besides the consumer benefits it will also provide the brand with valuable consumer insight on their purchases and preferences, which will allow the brand to focus on meeting consumer’s needs. Once registared user are logged in they can then go in and out of their account whilst they browse, via the my account button(see fig 23).

4.7.3 COUNTRY The brand is recognised globally and has strong presences in Hong Kong and USA as well as other countries, to meet consumer demand the brand will build up its shipping destinations as the brand progresses. In order to cater to all consumer needs the ‘country’ icon will allow people to change were they are viewing the information from if the web page has not already detected it. This option will also change the currency and language for the users comfort. This will make the online experience the same for each person; with an equally efficient browsing and check out process.

4.7.4 STORES The stores page will provide a list of the brands different stores, which is relevant due to the brands expected UK store launch. The page will display an image of the store, the address, opening times and contact telephone number for any enquires.

The reason for this is to inform consumers of the whereabouts of the stores, especially for those who prefer an in-store shopping experience, and would prefer to try clothes on before they buy.

46

COUNTRY : UK q

4.7.5 STOCKIST The brand is still developing and due to the small amount of stores, one in Hong Kong and one expected to launch in the UK, It is essential that consumers know where the brands clothing can be bought.

The guests can chose between different countries including the UK, USA and France. Once they have picked their location of choice they will be given a list of stockists, along with there contact numbers.

4.7.6 CONTACT This contact page will display the brands contact information including e-mails and phone numbers for each of the following:

•

Customer care team

•

Shipping and return

•

Wholesale

•

Press

They have been broken down for efficiency, making sure every call reaches the appropriate person equipped with right information, so that each person receives the correct information.

47

U

LOG IN / SIGN UP

SHOPPING BAG

4.7.8 SOCIAL MEDIA ICONS The social media icons are also available throughout the brands online experience each of the icons displayed, Facebook, twitter, and Instagram will designate the user to each of the brands accounts, were they can view the brands constant social activity.

These icons will bring attention to the brands social networking accounts, building the brands online presence and encouraging users to connect with brand through a different online platform that is possibly more convenient for them according to their lifestyles.

48

5.0 RESPONSIVE CAPABILITIES

49

As consumers become more sophisticated, they are choosing to both browse and shop through multiple devices, forcing brands to adapt to consumer needs. To ensure the brand meets consumer demand and the increased usage off portable devices the website will incorporate responsive capabilities.

According to WGSN (2013) the responsive design element will allow the website to automatically detect the size of the screen it is being served on, and will adapt accordingly (see fig 25). The cohesive design will help to create a seamless user experience across all devises plus delivering a more consistent representation of the brand.

WGSN (2013) also stated that over half (52%) of smart phone shoppers chose to make their purchases using a browser over an app. By having one code that fits all devises means the brand saves on having less time spent on apps and maintenance, and as a result the brand will save money.

COUNTRY : UK q U

LOG IN / SIGN UP

SHOPPING BAG

GARETH PUGH E-store: discover the new womenswear collection

a/w 2015 : backstage LOG IN / SIGN UP

U

COUNTRY : UK q

SHOPPING BAG

GARETH PUGH

Gare Ce

exclusive: New Fashion film

E-STORE

COLLECTIONS

E-store: discover the new womenswear collection

y PROJECTS

BIOGRAPHY

a/w 2015 : backstage

exclusive: New Fashion film

E-STORE

COLLECTIONS

PROJECTS

STORES

STORES

FIG 25 : PORTABLE DEVICES

STOCKIST

BIOGRAPHY

STOCKIST

CONTACT

CONTACT

50

6.0 ORDER DELIVERY LOGISTICS

51

FIG 26 : PACKAGING

The brand will offer different delivery services, the customer will have the option of choosing from next day delivery, express delivery (1-3 days), standard delivery (3-5 days) and custom delivery, which gives customers the options off choosing a specific day and time they want there order to be delivered; this option focuses more on driving the brands luxury service.

To extend the brands luxury service, step-by-step procedures will be followed. Once an order has been place the customer will receive a thank you e-mail, further explaining that a confirmation of their order will be sent to them shortly. Following the thank you e-mail customers will receive a confirmation e-mail with the details of their purchase, all tracking information and customer care details for any further enquires. Besides the tracking details the customer will continue to receive e-mail status updates of their delivery, ensuring that they are informed and at ease throughout every stage of the delivery process.

Security protection will be incorporated with every delivery and each mailing service will be informed to handle with care. Customers will receiver their orders in a standard black bubble wrapped envelope, to protect the package from any damages. Once the package is unwrapped it will unveil the brands Gareth Pugh black box packaging with white trim detail. Inside the box the customer will be greeted with a branded thank you card on top of the product that will be enclosed in tissue paper.

The Gareth Pugh packaging reflects the brands aesthetics and instills the brands luxury service, providing consumers with a quality product they can safer for a long period of time.

52

7.0 CONCLUSION

53

To conclude the website is part of a multi-strategic approach to help assist the brand development and strength the profile within the luxury market. The website will be an extension of the brands luxury services and personality. Offering a fully functional e-store, along with dramatic imagery, videos, interactive design and news based features that will keep the brands consumers constantly engaged and up to date.

The website will strength the brands online presence by integrating promotional messages throughout all of its online functions. It will provide consumers with insight into the brand, through the biography and its extensive amount of projects and collections that are available to browse.

The design and unique layout will clearly reflect the brands identity through its dark, creative, and monochrome concept formed with digital innovation, providing a new engaging experience that will set the brand apart from its competitors. The websites responsive capability ensures representation of the brand is consistent, and that every visitor receives the same optimal and surreal experience from multiple devices.

Navigation is clear and manageable for both experienced and new Internet users. The consistent layout throughout builds on the brands identity and means the users can easily accustom themselves to website, creating a luxury experience with ease.

The luxury service will continue to past the browsing and shopping experience, by offering customers varied delivery options and custom services built to suit their needs. The packaging presentation off the orders in the form of black branded boxes reinforces the brands quality service and luxury status. This high standard service is likely to encourage further custom and brand loyalty.

Overall the e-commerce website will help to build a strong brand identity, generate brand awareness, drive sales and build a stronger consumer base. It will achieve this through its creative design and digital innovation, luxury and quality service, its interactive content and consistent brand information.

54

8.0 REFERENCES

55

REFERENCES

Mintel (2013). Digital trends - UK- March 2013. Retrieved from http://academic.mintel.com/display/679789/

Mintel (2013). Social Networking - UK - May 2013. Retrieved from http://academic.mintel.com/display/638085/

WGSN (2012). Facebook: Reaching Affluent Consumers. Retrieved From http://www.wgsn.com.libaccess.hud.ac.uk/content/report/Marketing/Consumer_Insight/2012/December/facebook_reachingaffluentconsumers.html

WGSN (2013). Responsive Design: A retail must. Retrieved From http://www.wgsn.com.libaccess.hud.ac.uk/content/report/Marketing/Communication_Strategy/2013/ October/responsive-design--a-retail-must--.html

Images

BecauseLondon (2014) Gareth Pugh x chrome hearts [image] Retrieved from: http://becauselondon.com/media/32732/fashion_pugh_3.jpg

Buro247 (2014) Selfridges installation Gareth Pugh [Image} Retrieved from: http://www.buro247.com/thumb/700x390_5/images/cover_gareth_P_installation_at_selfridges_.jpg

Farfetch (n/d) Gareth Pugh womenswear[Image] Retrieved from: http://www.farfetch.com/uk/shopping/women/gareth-pugh/items.aspx?gclid=CP-p2be4-b0CFTHItAodYxUAwQ&bfdqbt=%2BGARETH+PUGH+clothing&campaign=Womens+Designers+UK#ps=1&pv=60&oby=5

56

Farfetch (n/d) Gareth Pugh menswear[Image] Retrieved from: Retrieved from: http://www.farfetch.com/uk/shopping/men/gareth-pugh/items.aspx?ffref=hd_ sch_swd#ps=1&pv=60&oby=5

Showstudio (2011) gareth pugh pitti imagine[image] Retrieved from: http://showstudio.com/project/gareth_pugh_pitti_immagine_79_2011

Style.com (2013) Spring 2014 Ready-to-wear Gareth Pugh [image] Retrieved from:http://www. style.com/fashionshows/review/S2014RTW-PUGH

Style.com (2013) Fall 2013 Ready-to-wear Gareth Pugh [image] Retrieved from: http://www.style.com/fashionshows/review/F2013RTW-PUGH

Style.com (2012) Spring 2013 Ready-to-wear Gareth Pugh [image] Retrieved from:http://www. style.com/fashionshows/review/S2013RTW-PUGH

Style.com (2012) fall 2012 Ready-to-wear Gareth Pugh [image] Retrieved from: http://www.style.com/fashionshows/review/F2012RTW-PUGH

Style.com (2011) Spring 2012 Ready-to-wear Gareth Pugh [image] Retrieved from: http://www. style.com/fashionshows/review/S2012RTW-PUGH

Style.com (2014) Gareth Pugh Fall2014 [image] Retrieved from: http://www.style.com/fashionshows/review/F2014RTW-PUGH/

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-20142015-paris-fashion-week-beauty/17748/image/968365

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-20142015-paris-fashion-week-beauty/17748/image/968365#!27

57

ogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!24

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!21

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!16

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!15

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!12

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/ beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015-paris-fashion-week-beauty/17748/ image/968365#!9

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!7

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-2014-2015paris-fashion-week-beauty/17748/image/968365#!5

58

Vogue (2014) Backstage Beauty: Gareth Pugh [image] Retrieved from: http://en.vogue.fr/beauty-tips/beauty-secrets/diaporama/fw2014-gareth-pugh-fall-winter-20142015-paris-fashion-week-beauty/17748/image/968365#!backstage-beauty-gareth-pugh-fall-winter-2014-2015

Vogashop (2013) gareth pugh package [image] Retrieved From http://instagram.com/vogashop

59

END

60