The Bespoke Look
Case Studies
Net-A- Porter
Look at me: Everyone’s an influencer Net-A-Porter has homed in on the seductive value of sharing. It’s new feature, Live, transforms every consumer into a potential influencer by allowing shoppers to see what others are buying in real time. When a product is added to a virtual shopping basket or wish list or is shared with a friend via a social network, it appears on a news feed. “Understanding the key influencers in your market has become hugely important to success in todays marketing communications” (Chaffey, D, 2013: online).
Porter the shoppable magazine Online retailers have long been looking to bridge the gap between editorial content and e-commerce to increase sales. Net-A-Porter have launched a highly inticipated shoppable magazine titled Porter. The reader can scan the magazine pages with Net-a-porter’s mobile app. Several stylish round icons pop up, prompting you to view and buy products within the app, leading you to videos or third-party websites. The app also offers a 24 hour conceirge service for the users. In other words, Porter is the future of printed magazines. Feathers are being ruffled in fashion media because Porter is expected to take out a large chunk of advertising money. This means everyone involved in the market must step up their game.
PS Dept
Personal shopping department app New technology-fuelled service initatives and mobile apps are adding an extra layer to the retail experience, allowing consumers to purchase regardless of the time or location. Mobile apps are evolving customer service. They are fast becoming an indispensible tool for sales staff to communicate with customers out of hours, or out of town. These innovations are helping to bring luxury-sector services to the high street. They enable 24/7 personalised services. PS Dept is a mobile app that grants consumers access to personal shoppers without the need to visit a physical store.
“Customers’ raised service expectations go hand in hand with the growth of e-commerce, since people want the access when it’s convenient for them, verses the other way round. Retailers now need to focus on how they can provide the same level of service as if you had walked into the store, but after hours”" Michelle Good PS Dept Founder and Chief Executuve
Amazon
Amazon flying dromesFlying dromes
Amazon, the world’s largest online retailer, is testing unmanned drones to deliver goods to customers. The service will be called Prime Air and comes as Amazon is looking to improve its efficiency to boost growth. Amazon are serving as role models in creating strong relationships with their customers. They offer personal recommendations to each customer from previous purchases. But as consumers evolve with technology, they will demand more in return for their data. Consumers can identify benefits quickly and the brands that are more imaginative in providing deeper personal benefits will break away from the pack and lead the data conversation. Look Bespoke provides deeper personal benefits for users, giving them a 10% edge.
Frank & Oak
The Hunt Club
The Hunt Club is a monthly promotional deal that allows members to pick up to three items from new collections released monthly. Items vary from month to month and often are extremely seasonally appropriate. You only pay for what you keep, this is a system that allows you to try out and wear items before sending them back, with free return shipping. Look Bespoke could possibly take on a similar concept, partnering with brands. Users could be sent items of clothing that have been suggested to them. Sending the items to the user and letting them see and feel them in person may create more of an incentive for the user to purchase.
Design Ispiration
PersoStyled as a trend document
I chose to lay out my report in the style of a trend document. I looked at the social, political, economical, technological and cultural drivers of a trend, as well as the biggest innovators. As my big idea is focused on trend I wanted my report to reflect this.
PersoLayout mimics app
I decided to lay out the report how the app will look. Look magazine uses bright typography font colours, but I wanted the app to look a lot more ‘slick’ as it is meant to look aspirational and authorative like a luxury sector service. I used imagery from SS14 campaigns to match how the app will appear when it focuses on SS14. I used a light accent colour to mimic the current pastel trend in high street stores. The apps colour scheme will adapt and change every season to match the seasons colour palette.
Moves and the shakers
Influencers
The Social Sell Blogger brands, socially driven selling platforms and direct sales forces are transforming consumers into surrogate salespeople, giving retailers new routes to market (Generation Z consumer). This specifically relates to the Late Majority, who rely on peers such as bloggers to reasure them to buy into a trend. The intelligence comes from the social interaction. The more you use it, the more intelligent the system becomes.
Pin With a purpose