People do not buy just any jeans; they buy the ones you give to them.
Content:
Proposal………………………………………3 Treatment…………………………………..4 Characters description……………….11 Storyboards………………………………..13 Location Notes…………………………….16 Sound Notes………………………………..18 Flowcharts……………………………………19
2
Alba Denim, a luxury denim retailer, requested a design of an interactive product to inform a selected group of people about the brand and its heritage. In my opinion the target audience of Alba Denim are mainly young professionals and people beetwen 25 40 years of age, belonging to a socioeconomic group high income levels and higher education qualifications; who are single or in a relationship without dependants; self confident, looking for unique look and newest trends in order to highlight their social status. According to the Mintel database there are 45 % of people in this age and socio economic group in the UK, who shop in specialist clothing shops, as opposed to high street shops or supermarkets. The marketing event should take place during Fashion Week Shows for example London Fashion Show; Milan Fashion Show; New York Fashion Show; Madrid Fashion Show; Paris Fashion Show. Such fashion weeks usually take place between February March and September October. I think this would be the best time to introduce Alba Denim to high street fashion. At the Fashion Week Shows there are always people who are closely connected to fashion, not only designers and models, but mainly influential journalists, celebrities and fashion freaks. During this time there are always a lot of rich visitors who want to spend money for newest collections and fashion trends. Main idea. Real size room in city center closed in glass and wood cube. Inside room model with Alba Denim clothes.
3
Treatment Can you imagine? You come to Edinburgh for the Fashion Show Week to do some small shopping. You are in the centre of Edinburgh. You can see a big cube at Princes Street Gardens and a lot of people standing around it. You are a curios person therefore you are go and check what is happening. The cube is surrounded by people; they are talking to each other. In the cube you see a model getting dressed. She puts on a nice pair of jeans, a t shirt and a hat. She looks like she is about to go for a walk. Confused, you ask the lady next to you what is happening. ‘Everybody wants to dress the model’ she responds. ‘ But how?.’ ‘There is a touch screen, you can choose the occasion and the clothes, and the model puts it on’. Intrigued, you decide to stay, wait your turn to dress the model. In the meantime you are looking at the model changing outfits. Maybe you find you are interested in some of them? Happily is your time to come to the touch screen panel. On the left hand side you can choose the occasion: walking the dog, date, night out with the girls, dinner with your parents, work, etc. You choose ‘night out with the girls’. On the right side appears a variety of clothes jeans, skirts, blouses and dresses. You click on the silver top. The model then looks for it in her wardrobe and puts it on. Now you pick the short denim skirt. It is looks very nice together. But something is missing. Of course! Shoes! You pick the silver high heels and admire your work. But you also think ‘I want those jeans I saw few minutes ago.’ ‘What brand was it?.’ You ask the person standing next to you. ‘You don’t know? It’s Alba Denim!’ And now it is the time to visit the shop, for those that know. Inspiration Simple games where you can dress dolls Big Brother My idea is to mix old games where you have to dress a doll with Big Brother. I would like to create a fully furnished wardrobe closed in a cube made of glass and wood. Inside the cube I want to place a model. She will change her outfits depending on which clothes the player picks using the touch screen panel outside the cube. 4
Only one player will be able to play at time. As a result the other players will have the opportunity to talk about what they can see while they are waiting. Amongst shoppers there will be undercover agent, who are hired to encourage people to play and to gossip about Alba Denim because on the cube there will not be any advertisement. It is called word of mouth marketing (WOMM), which is a kind of viral marketing. The Cube The Cube is the most important. All performance takes place in and around cube. Its dimensions should approximately be as follows: 2,5 meters height, 3 meters long and 3 meters wide. The walls should be made of glass and wood. The inside the cube will look like a room with a big wardrobe in which all clothes have to be placed. The room should have girly look.
5
6
The Touch Screen Panel The Touch Screen Panel should be placed in the middle of the main wall of the cube. This is the place where the character can 7
interact with the model inside the cube. I think it should be very simple in its look and use. None of the users will spend a lot of time next to the touch screen panel so it is important to make all controls as simple as possible. The characters should be able to use the touch screen panel very easily and instinctively. The touch screen panel should be approximately 70 cm height, 50 cm long and 30 cm wide.
The first thing that the user will see will be the Welcome Screen with clearly seen Play Button. When they touch/click the Play button, will be highlighted. During clicking a “click” sound will be heard.
8
After the Welcome Screen the user can pick a category. Here also when they click on the category, it becomes highlighted and a “click” sound can be heard.
Model will be able to see on a screen inside cube what she has to 9
put on.
Characters Description Persona (main character) Melinda Kovacs, lives in New York. She is a graphic designer in one of the best graphic agencies in New York. She spends most of her time at work. Her job requires her to be well dressed, have a style that is smartcasual but is also representative of her creativity. She loves shopping and always has an opportunity to do some shopping during her workrelated travels. Model Woman in her twenties. Looks like the girl next door, wearing very light make up. She wears white, simple underwear: shorts and a tank top. She is average looking, her sexuality is not emphasized to ensure the focus remains on the clothes.
10
Undercover agents Attractive people from the same age group as the target audience, outgoing, self confident, happy and smiling. They wear only Alba Denim merchandise.
11
Storyboards
12
13
14
15
Location Notes As mentioned earlier, the best location for the cube is in big cities. Ideally, the cube should be placed near shopping areas, which are popular amongst the members of the target audience. Due to the size of the cube, it cannot be placed on the actual street of the shopping area, therefore the best location is the nearest square/larger amount of free space near the shopping destination. This can be in capitals and/or touristy cities etc. Here are few suggested examples of areas in potential cities, which are known for their superior shops and/or they are celebrity favourites. Paris – Avenue de Champs Elysees
Los Angeles – Rodeo Drive
16
London – Piccadilly Circus
New York – Madison Square Gardens
Edinburgh – George Street
17
Sound Notes I thought a lot of about sound and I decided that I do not want any music or additional sound (apart from the previously mentioned “click sound”). The purpose of the interactive cube is to get people to talk each other, therefore no distracting music or sounds are needed. In a busy city centre there are a lot of noises, which serve as background.
Flowcharts
18
19
20