VIEW C L I ENT P ITC H PAC K
VIEW : AUGMENTED REALITY FITTING ROOM
P R E TTY LI TTLE THI NG
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Co ntents MIS S I O N 1 V I S IO N 2 R ES EA RC H F I N D I N G S
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S U RV E Y RE S E ARC H
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TA RG E T AU D I E N C E
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COMP E T I T I O N 9 B ODY I M AG E
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PR ES S RE A L E AS E L AU NC H
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S OCI A L M E D I A L AU N C H
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R ETA I L PART N E R
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CUS TO M E R F E E D BAC K
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TIMEL I N E 21
VIEW AUGMENTED REALITY FITTING ROOM APP
PROTOT Y P E S 13
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MISSION
TRY BEFORE YOU BUY
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VIEW IS THE FUTURE ALTERNATIVE FOR ONLINE RETAILER’S CUSTOMERS. WITH THE GROWTH OF NEW TECHNOLOGIES THAT CHANGE THE WAY WE LIVE, WE WANT THIS TO BE FEATURED FOR ONLINE RETAILERS, RATHER THAN OFFLINE. OUR MISSION IS FOR CUSTOMERS TO TRY ON CLOTHING THAT IS ONLY AVAILABLE FROM ONLINE RETAILERS. VIEW WILL BE AN APP AVAILABLE ON SMARTPHONE DEVICES THROUGH THE APP STORES. THROUGH VIRTUAL PERCEPTION, CUSTOMERS WILL BE ABLE TO SEE AN ITEM OF ACCURATE SIZING FIT ON THEIR BODY.
DON’T BE DISAPOINTED WITH YOUR EXPECTATIONS
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VIEW VISION IS FOR CUSTOMERS AND RETAILERS TO NOT BE DISAPPOINTED WITH THE OUTCOME. WITH 43% OF CUSTOMERS CLOTHING NOT MATCHING UP WITH THEIR EXPECTATIONS (MINTEL, 2013), DUE TO THIS RETURNS REMAIN AN ISSUE FOR RETAILERS. AN APP LIKE VIEW WILL BENEFIT FOR CUSTOMERS TO BE HAPPY WITH THEIR PURCHASE AND NOT FEEL THE NEED TO RETURN IT BACK. RETAILERS WILL HOPE TO SEE A DECREASE IN THEIR RETURNS BUT MORE OF AN INCREASE IN SALES TO DUE CUSTOMERS HAVING MORE CONFIDENCE IN PURCHASING THROUGH ONLINE RETAILERS.
VISIO N
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SEE THE REAL THING, ON THE REAL YOU
VA LU E S
VIEW VALUES ARE TO BENEFIT THE CUSTOMER AND THE RETAILER. NOT ONLY DOES VIEW WANT TO BENEFIT SALES, BUT PEOPLES CONFIDENCE. WITH DIFFERENT RETAILERS HAVING A DIFFERENT PERCEPTION OF A SIZE, AT VIEW WE DON’T WANT CUSTOMERS TO GET A KNOCK BACK DUE TO THIS. WE WANT CUSTOMERS TO KNOW OUR DEPENDABILITY ON THE SIZING OF THE PRODUCTS AND THE VIRTUAL THEM ON THE APP, TO NOT ONLY GET AN ACCURATE RESULT OF THEIR EXPECTATION BUT FEEL POSITIVE ABOUT THEMSELVES. WE’D LIKE TO HOPE THAT THROUGH ACCURATE SIZING IT WILL EDUCATE CUSTOMERS BUT ALSO THE IMPORTANCE TO FEEL HAPPY WITH YOUR BODY. A SERVICE LIKE THIS IS LOYAL TO THEIR CUSTOMERS THROUGH GIVING THEM ACCURATE RESULTS AND BUILD A RELATIONSHIP TO TRUST THE APPS PREDICATIONS.
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LOYALTY
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POSITIVITY
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RELATIONSHIP
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TRUST
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VIEW VALUES VIEW AUGMENTED REALITY FITTING ROOM APP
DEPENDABILITY
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RESEARCH It has been noticed that the fashion industry has played a part in negative body image impact on retailer’s
PRETTY LITTLE THING
customers. In #NoSizeFitsAll: The rise of body-positive fashion, it states that from research that around 725,000 people have been affected by an eating disorder. And 89% of these people in the UK are women (Edwards, 2016). This can be demonstrated in different ways that fashion communicate body image, firstly would be on the catwalk. The Women’s Equality Party started a campaign upcoming to British Fashion Council about London Fashion Week in 2017. They wanted BFC to make sure that fashion designers used more than one size on the catwalk (ibid). Women’s Equality Party even launched the #Nosizefitsall campaign to bring awareness for women and girls in the UK about body image issues. They’ve worked on to create a change in the law on the perception of what is write on the catwalk. WEP suggest that a BMI and medical professional is necessary to ensure that the models are well enough for working and shouldn’t have a BMI lower that 18.5 (ibid). Women’s Equality Party, Sophie Walker comments “that the fashion industry needs to both recognise that it can and that it has a responsibility to effect change regarding body image issues.” (ibid). Another way that the fashion industry creates a body image issue is with their products. Each retailer has different perception of a size, which can make shopping for customers a bit more effort. However, some retailers have taken this too far, in August 2017 H&M were caught out by a customer. Samantha Bell compared the Swedish fashion retailers size 16 jeans
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to a pair she’d purchased in Primark, size 16 also. There was five and a half inches difference between the two skinny fit pair (Petter, 2017). Samantha commented, ““I find that clothes are inconsistently sized from one high street shop to the next” (ibid).
There has been a significant rise in technologies involvement within the fashion industry. One especially
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FINDINGS
changing the way that we shop for our clothing. This has evolved from stores having interactive mirrors on shop floor and fitting rooms. This is demonstrated at Ralph Laurens flagship stores, where these mirrors are available in their fitting rooms. In these stores you are given the options to request different sizes, change the lighting of the fitting room, availability on other products within the store (Naziro, 2015). It even gives the option to interact with an interactive sales assistant through the mirror, this gives an insight on changing the way we engage with others whilst shopping (ibid). This has further evolved to retailers having virtual reality headsets available in their stores, to virtual fitting room services through mobile apps. With a company as big as GAP introducing a virtual fitting room service for their customers through augmented reality (Avarez, E. 2017), how will retailers online and offline react. A service like GAP that provides for customers to be able to see how a product will fit on a
virtual perception of their body size.
Amazon, an online only retailer has even evolved with the rise in new technology opportunities with their Focus ‘Amazon Has Plans for an Augmented Reality Dressing Room’, it states how the company are planning on creating a source for their customers to try on their products through virtual reality (Aubrey, D. 2018). This will be done through a mirror where the device will show a number of clothing that amazon recommend through virtual images (ibid). Amazon have recognized that customers to online retailers need a fitting room service, so a similar opportunity is needed for other online retailers.
VIEW AUGMENTED REALITY FITTING ROOM APP
‘Augmented reality fitting room’. In an article on VR
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SURVE Y
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What do you think about the fitting room experience?
“I think it’s essential when buying clothes because bodies come in all different shapes and sizes even within the same dress size, so it’s important to try on an item before purchase to be sure that it fits your shape - I’m glad fitting rooms are available. However, sometimes the curtains don’t fully cover the doorways which can be awkward. Any fitting room with a limit of clothing you can take in under 5 items is annoying too.”
“I would rather try them on at home and it’s a pressurised experience”
“I think sometimes fitting rooms are built to make you buy clothes which mean that when you try them on at home they look different. Like many have angled mirrors or have lighting in them that isn’t natural. Some fitting rooms I don’t like because they are very restricting, I like being able to see how fabrics/shapes will move with me but in enclosed spaces you can’t really do/see this. Some are really sweaty, or the lights get too hot, so you don’t really feel comfortable trying on clothes, especially if you have a lot of changes. Also, when I try on things I feel like shop assistants get annoyed if you are trying on lots of clothes and take nothing out to buy.”
A survey titled ‘Virtual Fitting Room Experience’ was conducted to the public in the United Kingdom. This survey was to get an insight on how those personally feel about the fitting room experience in store and their thoughts of the idea of an augmented reality fitting room service being available. Despite only 36.81% responders saying that they used mobile apps to do their shopping online, 87.10% admitted to purchasing their clothing online.
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With the comments left on the survey about their current thoughts on fittings rooms not being a comfortable environment and limitations. When asked about the possibility of an fitting room available through phones, responders seemed really interested in the change to shop for online shopping products.
Do you think online only fashion retailers would benefit from a virtual fitting room experience service? “Yes! Most definitely. People would have more confidence in online shopping and be more willing to spend money on their items - especially more expensive clothes. For instance, dresses for special occasions and swimwear are items I won’t buy online because they’re too much money to risk buying online without being able to try them on.” “Definitely. It would help them reduce their returns due to people knowing what it would look like on. It would be a big step for online retailers however they would have to make sure that the stock is identical to the vr fitting room stock as there could be a lot of false advertising scandals.” “Yes that would be really cool if they were actually accurate” “Yes as it would be a new and exciting experience that customers would want to try” “It might be useful to people who have a fear of going to public places and anxiety disorder.”
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35.48% of responders said that they only sometimes use the fitting rooms in store
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SURVEY RESULTS
age bracket
8 7. 1 0% FEM ALE R ES PONDER S
12.90%
87.10%
return
clothes that
87.10%
purchase online
67.74%
aren’t up
83.87% 18 - 24 25 - 34
3.23% 35 - 44
38.71%
to their USE MOBILE
expectations APPS FOR
ONLINE SHOPPING
would use an augmented reality fitting room
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RE SE ARC H
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TARGET AUDIENCE
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G ENE RAT IO N Z 69% of Generation Z use Instagram Brands need to get creative if they want to capture a Gen Z’s attention – as they only have an 8 second attention span. This generation only responds to brands and publishers that use technology to tell stories in creative ways. Whereas Millennials use three screens on average, Gen Z use five: a smartphone, TV, laptop, desktop, and iPod/iPad.
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CO MP E T IT IO N
GAP DRESSING ROOM BY GAP This app available for Google Tango Devices gives Gap customers an opportunity to try on their clothing through augmented reality. They cater for five body types on their customers, which allows customers to try different clothing sizes to see how they fit on the chosen body size. Even though this app is only accessibly for those with Google Tango Devices and it’s only GAP clothing, the big brand is changing the way that their customers are shopping.
IKEA IKEA PLACE APP IKEA has embraced with new technologies available by developing an app, available for customers to be able to place their furniture in their home. The augmented reality app gains access on a rooms size through the smartphones camera, to then place the item in the room to see how it looks around surrounding objects. IKEA PLACE has changed in the way that customers can shop for their products. without it being complicated or leaving their home. With furniture shops providing this service, should fashion be doing the same?
FITS.ME VIRTUAL FITTING ROOM WEBSITE This service allows customers to simply enter their height, weight and age which lets the app select the more suited body type for the customer. Even though the app incudes over 2,000 different body types on the app, it’s not accurate of the body of the customer exactly. The app caters for over 4K brands, but a service like this isn’t available for high street retailers.
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CO MP E T IT IO N
ASOS
MODELED IN EVERY SIZE In 2018, ASOS announced their new way of communicating their products on their website. To help their customers decision on a product, they have modelled their products on different size models and body shapes. Alongside this ASOS have also announced in a statement, that they are currently testing out new technologies to feature on their website. These new technologies include augmented reality for customers to see a product on their body shape.
MISSGUIDED TWO RETAIL STORES Missguided began and is known as an online retailer, however since 2016 the retailer has opened their first physical store in the London, UK. Since then has opened another store in Bluewater, Kent. Unlike other online retailers, Missguided have got the advantage of their customers to be able to get the fitting room experience with the online retailer.
FITLE
Fitle is an app available on smartphones to create an augmented reality version of yourself through your smartphone. Their mission statement is to tackle the problem with fit when purchasing clothing online. This app is only available in France, however the app is available to purchase on the UK app store.
VIEW AUGMENTED REALITY FITTING ROOM APP
AUGMENTED REALITY APP
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BO DY IMAGE
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DEFINITION OF ‘BODY IMAGE’;
‘THE SUBJECTIVE PICTURE OR MENTAL IMAGE OF ONE’S OWN BODY.’ (OXFORD DICTIONARY, 2018) AS SOURCE THAT DEMONSTRATES THE EFFECTS OF BODY IMAGE WAS IMPACT OF BULLYING & CYBERBULLYING ON BODY IMAGE AND DISORDERED EATING IN YOUNG ADULT FEMALES, THROUGH SURVEY RESULTS THAT WAS CONDUCTED ANONYMOUSLY TO FEMALES AGED BETWEEN EIGHTEEN TO TWENTYFIVE. THE RESULTS SHOW THE EFFECTS OF WHICH TEASING AND OTHER WAYS OF BULLYING. THE RESULT SHOWED A SIGNIFICANT RESULTS OF WEIGHT RELATED TEASING EXISTED, HOWEVER IT WAS THE SOCIAL COMPARISON OF APPEARANCE AND NEGATIVE AFFECT WERE THE REASON. THE FEMALES BELIEVE THESE REASONS WERE THE DRIVE TO THINNESS, BULIMIA AND BODY DISSATISFACTION.
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AS CITED IN THE MEDIA AND BODY IMAGE , IN A SURVEY THAT WAS CONDUCTED BY A NATIONAL NEWSPAPER IN THE UNITED KINGDOM. IT WAS SAID THAT EIGHT IN TEN WOMEN (83%) HAD SAID TO FEEL INHIBITED BY THEIR BODY AND
WOULD FEEL THAT THEIR LIFE WOULD BE CONSIDERABLE BETTER IF THEY WERE HAPPY WITH THEIR BODY.
OVER SEVEN IN TEN WOMEN (73%) REPORT THOUGHT ABOUT THEIR SIZE AND SHAPE EVERY DAY EIGHT IN TEN WOMEN (80%) FELT THAT THEIR LIVES WOULD BE CONSIDERABLY ENHANCED IF THEY FELT TOTALLY HAPPY ABOUT THEIR BODY. WITH DIFFERENT RETAILERS HAVING DIFFERENT PERCEPTIONS OF A SIZE, IT ISN’T HEALTHY FOR CUSTOMERS TO QUESTION THE DIFFERENT SIZES THEY ARE. THE DOVE GLOBAL GIRLS BEAUTY AND CONFIDENCE REPORT CONFRONT THAT 36% OF GIRLS IN THE UK HAVE HIGH BODY SELFESTEEM (SIDDIQUE, H. 2017).
“SHOPPING FOR CLOTHING CAN BE A DISPIRITING EXPERIENCE. EVERY SINGLE HIGHSTREET STORE HAS DIFFERENT SIZING, OFTEN VARYING BUST AND HIP MEASURMENTS BY UP TO THREE INCHES”
PRODUCTS EXACT MESURMENTS, CUSTOMERS ARE GIVEN AN ACCURATE AND HONEST OUTCOME. THEREFORE ARE NOT DISAPOINTED WITH THEIR PURCHASES BUT MOST IMPORTANTLY ARN’T LEFT FEELING UNCONFIDENT IN THEIR OWN BODIES. ALONGSIDE ACCURATE SIZING, VIEW WILL CATER FOR THIER CUSTOMERS SUPPORT WITH BODY POSITIVE INSPIRATION THROUGH THEIR WEBSITE ANDINSTAGRAM .
VIEW AUGMENTED REALITY FITTING ROOM APP
WITH NEGATIVE BODY IMAGE BECOMING AN INCREASING PROBLEM ESPECIALLY WITH THE YOUNGER GENERATIONS, VIEW WANT CUSTOMERS TO HAVE THAT ACCURATE THROUGHOUT SIZING TO THEIR BODY WITH PRODUCTS. THROUGH COMPLETE ACCURATE SIZING BY HAVING OTHER MESURMENTS OTHER THAN THE CUSTOMERS WAIST, HIPS AND BUST. FOR CLIENTS TO GIVE VIEW THEIR
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WHY ACCURATE SIZING IS IMPORTANT
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PROTOTYPE
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THE FIRST SCREENS OF THE APP ARE FOR USERS OF THE APP TO HAVE A PROFILE. THEY CAN EITHER DECIDE WHETHER TO REGISTER IF THEY HAVEN’TGOTANACCOUNT,WHICH WILL LEAD TO CUSTOMERS TO ENTER AN EMAIL AND PASSWORD. WHEN REGISTERING, USERS ARE REQUIRED TO BEGIN BY PUTTING THEIR BODY MEASUREMENTS IN. THISISFORTHEUSERSTOGETTHEIR AUGMENTED BODY CREATED FOR THEM STRAIGHT AWAY. IF USERS ALREADY HAVE AN ACCOUNT, THEY WILL NEED TO SIGN IN TO THEIR PROFILEIFNOTALREADYLOGGEDIN.
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VIEW AUGMENTED REALITY FITTING ROOM APP
THE ABOUT SECTION OF THE APPGIVESUSERSINFORMATION ON VIEW APP. FOLLOWED BY OTHERSECTIONSTHATALLOWS THEM TO OPEN VIEW WEBSITE AND INSTAGRAM PLATFORMS. THERE IS A SEPARATE SCREEN TO INFORM USERS ABOUT VIEW WANTINGTOENCOURAGEBODY POSITIVITYWITHTHEIRACCURATE SIZING. ALSO, TO INFORM USERS ABOUT WHICH FASHION BRANDS ARE CLIENTS OF VIEW.
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PROTOTYPE
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PROTOTYPE
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THE ME, MYSELF AND I SECTION OF THEHOMESCREEN,FOLLOWSUSERS TO WHERE THEY CAN SEE SAVED CLOTHING, UPDATE THEIR PROFILE AND MEASUREMENTS. THE YOU SECTIONISWHERECUSTOMERSCAN UPDATETHEIRBODYMEASUREMENTS IF NEED TO CHANGE. WARDROBE IS WHERECUSTOMERSSAVEDFASHION PIECES ARE. WHEN SELECTING THE PRODUCT, WILL OPEN A SCREEN TO REMIND THEM HOW THE PRODUCT LOOKED ON THEIR AUGMENTED BODY. PROFILE IS FOR CUSTOMERS TOUPDATETHEIRPERSONALDETAILS LIKE THEIR EMAIL AND PASSWORD. THE CLOTHING SECTION IS WHERE VIEWSHOWTHEIRCLIENTSCURRENT ON SEASON PRODUCTS. WHEN SELECTING THEIR FASHION BRAND, IT WILL THEN OPEN TO DIFFERENT TREND SELECTIONS THROUGH IMAGERYOFPRODUCTS.BYCLICKING ON A TREND, IT WILL OPEN TO THE COLLECTION OF PRODUCTS AVAILABLEINTHISTREND.THISWILLBE AVAILABLETOVIEWINONEPRODUCT AT A TIME OR TWO PRODUCTS ALONGSIDE ONE ANOTHER. THIS WILL CHANGE WHEN THE CLIENTS ON SEASON TRENDS CHANGE.
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PROTOTYPE
VIEW CLIENT PITCH PACK PRETTY LITTLE THING
PRESS REALEASE
SPRING/SUMMER 2018
“CHANGE THE WAY YOU SHOP FOR YOUR CLOTHING, YOU PRETTY LITTLE THING!” VIEW, an augmented reality fitting room service is launching this spring. Due to successful feedback on customers with the collaboration with the two businesses, VIEW is pleased to announce our first client Pretty Little Thing to our clientele list. The augmented virtual reality smartphone application VIEW, will include Pretty Little Things new spring/summer 2018 collections for customers to try on through their virtual body. VIEW was founded in the United Kingdom, 2018. VIEW purpose is for customers of their clients to be able to try on clothing through augmented reality. The vision from VIEW is for customers to be able have the fitting room experience with online only brands through accurate sizing. This will defeat the rise in returns for the online only brands and knock on customers body confidence. Pretty Little Thing was founded in 2012 in the United Kingdom. The company was co-founded by brothers, Umar and Adam Kamani. Pretty Little Thing is a fast fashion womenswear online retailer, who have collaborated with various celebrities.
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For Further Information, Please Contact: VIEW contactus@viewservice.com 07958725112
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S O C I A L M E D I A L AU NC H
VIEW only interacts on social media through Instagram, with Instagram being a visual platform which will best represent the service. Each post is within the same template of a shape of an app thumbnail with VIEW written underneath outside the box. VIEW Instagram must look visually good to make an impression to readership, therefore there will be a pattern with posts. First of the posts will be an inspiration image that best represents what the service is about. This can include images of fitting rooms, fashion editorials etc. The caption for these posts will promote what the app service is about. The second post will be an effective quote in a clean white background with black writing. VIEW values are to have customers feeling confident about their body, therefore this will be influenced by positive body image quotes. As well as these, there will be quotes that represent the service.
The frequency of posts will be a post a day during mid-day. The products that are with the old season will change a week after the new season has been launched online.
VIEW AUGMENTED REALITY FITTING ROOM APP
The third post will include a product. This will be to demonstrate what is currently on trend that season. This will keep VIEW users up to date with what fashion is available from the clients of VIEW.
VIEW CLIENT PITCH PACK PRETTY LITTLE THING
Pretty Little Thing are an online only fashion retailer, Founded in 2012. But now in 2018, the company has grown since to now be available for customers outside of Europe. The products are designed around fashion seen on the runway, to a budget friendly but still fashionable pieces. The company have got celebrities and well-known faces in the publicity to collaborate with or wear to promote. WHY PRETTY LITTLE THING SHOULD USE VIEW SERVICES? There have been times where Pretty Little Thing customers have had trouble with the sizing of their products. In 2017, a 5’2 customer bought
a size six trousers only for them to arrive and be the same height as her entire body. Pretty Little Thing has stated that this is a manufacturing fault, however customers are the ones being disappointed with sizing expectations and having to go through the returns process. Pretty Little Thing will benefit by becoming one of VIEWs clients. This will have given the customers the reassurance of being able to try on the online only retailers clothing through augmented reality. With the exact measurements of each of Pretty Little Thing in season products, customers will have an expectation of how the product will look on them.
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C USTO ME R FE E D BAC K
JESSICA TERRETT AGE: 20 “I personally feel that PrettyLittleThing would really benefit from having a service like VIEW. This would help myself also as they don’t have any stores or fitting room to get an idea of their sizes.”
R E B ECC A G O M M E AGE: 21 “I believe the VIEW app will help the industry reduce overconsumption, often we can’t see what clothes will look like on us when we purchase online, yet view now provides the solution”
E M M A B I D D L ECO M B E “I am that customer that will purchase items to try on at home, rather than go through the fear of fitting rooms. For retailers especially online retailers like PrettyLittleThing, it will give me the opportunity to try something on before purchase rather than having to purchase just to try it on. ”
VIEW AUGMENTED REALITY FITTING ROOM APP
AGE: 18
VIEW CLIENT PITCH PACK
PRE PLANNING
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Discuss the upcoming seasons main trends to preprepare the app of the clothing to be displayed on the app and Instagram
T IME LINE
ANNOUNCMENT
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Announce through the press release to public the partnership with retail partner and app service mid-
PROMOTION
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season
Promote the service app, Instagram and website to inform retail partner target audience through retailer partners social media platforms and
website
04 PRE-PREPARE
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Actively run the Instagram account around the retailer partner on season trends daily
Mid-season, discuss the retailers new upcoming season trends to pre-prepare the clothing on the app and Instagram
NEW SEASON
account
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When new season trends release on retail partners website, start publishing new trends on VIEW social media and app.
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VIEW
2018
AUGMENTED FITTING ROOM