Stuff by Emma Wiles

Emma Wiles N0389348 Fashion Communication and Promotion FASH30002: Negotiated Project Stage 2 Word count 5522

WHY NOW?

APPS

CONTENTS

CONSUMERS

COMPETITORS

THE NEW SERVICE

STUFF APP

MARKETING 4

INTRODUCTION This report aims to investigate how a new student service allowing consumers to buy and sell items would fit into the current UK landscape. Research has been carried out into understanding social changes and consumers acceptance of second hand items. Looking in depth into specific technological trends and the way that consumers are connecting with brands online. Current consumer trend and the target demographic of students have also been researched in detail to see how the target consumers would respond to such a service. An app has been found due to technological changes and consumer engagement to be the main route to consumer.

AIMS To create a service that allows students to be able to buy and sell items within the specific university institution area.

OBJECTIVES To allow students to be able to sell unwanted items to other students in a specific area. To create an appealing service that will engage the target consumer group. To create a marketing idea to promote the new service.

STUDENT WORRIES BESIDES WORK

WHY NOW? Primary research indicated (see Figure 1) that the two biggest difficulties faced by students, in addition to finding part-time work to support themselves while at university, were: how to make money (additional income) and how to also save money (see Appendix 1). The latter is also a large mind set of the United Kingdom population with the recent recession taking hold of many peoples’ lives, the ‘make do and mend’ mentality has become a way of life for many people. Consumers are beginning to live more sustainable lives Seidman says “Sustainability is about much more than our relationship with the environment, it’s about our relationship with ourselves, our communities and our institutions” (Joy et al,2012.). Therefore people are looking for ways to find cheap and easy alternatives to purchasing from traditional retail stores in many different ways. This being so, the market for bargains is largely booming, fuelled by the economy, ethical buying and ease of online purchase have all helped contribute to facilitate this change in trend (Chahal, 2013).

Figure 1

In past times, purchasing second hand items would mainly be linked to vintage fashion, thrift shops and shopping in local charity stores. â&#x20AC;&#x153;A third of consumers are buying more second-hand items than they were 12 months ago and more women are happy to rummage through vintage or used items than men according to new research shown exclusively to Marketing Week.â&#x20AC;? (Chahal, 2013) Therefore buying such items is a continuous and growing trend, and more and more people are engaging with it.Consumers are continuously buying items and this conspicuous consumption of new clothes, especially the global north, produces an abundance of excess garments.Morley startes in the UK most unwanted clothing gets stockpiled or passed on to friends and family, used in the household or thrown away; however, 17% enters a second cycle of production and consumption (Brooks, 20013).

THEN

BUYING ITEMS SECOND HAND

NOW figure 2 12

An interesting example of consumers joining together as a community to “make do” and to pass on clothes is at swishing events. Such events have become popular within recent years and the clothes swapping events are becoming popular world wide. “People today are turning from passive consumers to creators to highly enabled collaborators this is therefore changing the attitudes of consumers and creating an economy of what’s mine is yours” (Botsman, 2010). Guests are allowed to pick up any clothes or accessories they want for free. Everybody is told to bring some clothes they’d be “proud to pass on”, and swishing etiquette is to take away the same number of items as you bring to the party (Rowley, 2012).

“SELLSUMERS” If saving is the new spending then selling is the new saving

The Internet has played a big part in the way people now buy and sell used items. Consumers are passing items to each other but with the growing popularity of peer-to-peer selling, websites such as eBay and Amazon allow consumers to be their own seller and pass their items to people with the advantage of earning money. “Consumers can also now be defined as sell summers consumers no longer just consume things they now sell creative output to corporations or fellow consumers. The global recession combined with online democratization means that more consumers participating in the world of demand and supply.” (Posner, 2011) This democratises the selling process and creates another area of consumption that is very different to the traditional retail environment. Looking into the target demographic of students, over three fifths of young people aged 18-24 have bought clothes online in the last 12 months. eBay is the most popular, followed by Amazon and Asos. Older youths aged 18-24 have become more careful about how much they spend on buying new clothes. (Mintel, 2013)

Why create an app? Consumer research has shown (see Appendix 2) that when consumers are searching and generally browsing through items on second hand services the target consumers are engaging with the brands are mainly using laptops as a main device to search. There is a growing peopularity seen with tablets and smartphones as consumers are stating they like to search apps when they are on the go.(see Figure 3) This is why further research has been carried out into the growing popularity of apps and also innovative apps that have recently been released to create an app service for students.

54%

APPS

25%

21%

The future of marketing seems to indicate that many companies look to the mobile / smartphone interface first, and those of other handheld devices such as iPads and tablets, and tailor both the look and the function of their company websites to be accessible and easily used via a range of multi-channels. Apps within recent years have shown significant growth in popularity correlated with the increased popularity and market share of smartphones and tablets. It is likely that this trend will continue to increase as electronics manufacturers bring less expensive smartphone and tablet devices to market, allowing consumers to access the Internet and retail channels anywhere they go.

Figure 3

The fact that consumers are freely and easily able to create their own apps has added to the popularity and usage of such apps. The number of application registration cases has increased within Apple’s App store from around 50,000 cases in March 2009 to 260,000 during September 2010 with increases rate around 20 times (Lee et al., 2012). Due to the fact that consumers are being exposed to a vast a range of different Apps, they are becoming more and more developed and focussed, with different sections used within them to make daily life easier: “For any website or web application we build, our goal should be to deliver the most appropriate content and experience to our users. What’s crucial for mobile applications is the context, the when and where in which they’ll be using that information.” (Castledine,2011)

Increasingly, consumers use services that have associated location-based services and the latter have proven to be a very successful marketing technique and some commentators have predicted that: “Location based mobile marketing services will continue to grow in importance.” Indeed WWP Chief Executive, Sir Martin Sorrel, referred to the power of Apps and location based marketing as the Holy Grail for advertisers (Datamoniter, 2011). GPS-technology has permitted the development of location-based services, integrating consumers’ mobile device location with other information to provide more value to a user. Companies and brands are able to deliver rich content directly to their customers’ mobile device based on their location (Testoni, 2013). Consumers are proving that they are willing to engage with such location developments and a recent survey by TUG stated that 80% of consumers would share their mobile location data with a business/ brand if it meant that they would receive useful messages, such as offers, coupons or information requested. More interestingly, 80% of respondents would be open to receiving location-based messages from a brand if they had downloaded an app specific to that brand (Testoni,2013).

Location based apps in all areas have engaged with the student population; this style of app has shown to be a growing trend with this target demographic. Dating apps that have been developed, such as Tinder, have created a large buzz and popularity with a range of different consumer groups. The concept of the App is very simple: a profile contains a picture of a potential match, along with their age, and shared interests based on the information that is publicly shared on Facebook. If consumers share the same friends, it states that too. If they don’t like the look of someone, they swipe left, and they’re gone; but if they do like the person they swipe right. This system ‘creates a match’ between people who are then able to contact each other. This dating app and its market competitors utilise two relatively recent technological developments: location awareness - so an app knows where you are and social networking data - algorithms that can be crunched to offer matches based on what users have already put out there online. The intrusiveness of some of these apps and their personal data use policies have not developed without criticism by some commentators and some reports have highlighted concerns over the amount of data Tinder is logging about its users, particularly their location (Lee, 2013).

Figure 4

Apps are continuously developing and have a range of different elements to them; many apps have developed a social media-style element which makes the app more interactive. This style of app links well to the target consumer group who have shown to have a a large range of social media sites or apps on their devices (see Appendix 4). An example of this is the Garage App; the app links together the photographic social elements of Instagram (see Figure 5 ) with the marketplace elements of eBay. Users can post pictures of items with captions and have pricing fixed or open for bidding: ”The Garage App embraces social media, making that awkward ‘I don't know you, but I want to buy your stuff’ stage run a little smoother. Users can utilize Facebook and Twitter to promote their merchandise as well. Finally, like other social networks, you can follow you favourite vendors and ‘like’ individual items and friends.” (Millar, 2012) Figure 6

An app that has developed a ‘I want it do you have it?’ sense is the Walkby App. The app works by letting consumers indicate what kind of product that they would like to purchase. After choosing their item, boutiques will check if they have something that matches their interests. The stores will then take a picture of that product and send it to the interested party. After browsing through their options, consumers can choose to go buy the product.

Figure 5

CONSUMERS Digital dependency has pulled in a generation: “We’re not addicted to drugs or sex anymore, it’s wifi connection that gets us high.” (Quine, 2014) Although the target demographic may have traditionally held the common perception of poor students who are unable to buy items, this demographic is still showing to be made up of continuous purchasers. The audience aged 18-24 spend a significant amount of money, and in the case of students, who account for around half the UK youth population, they contribute an estimated £20 billion to the UK economy every year (Eder, 2013).

A service that is locally based to interact with peers around specific areas can thrive in today’s generation. A consumer trend labelled ‘Generation G’ links well to the proposed service. G stands for generosity and people who will react against greed. In relation to the ever-growing online culture this has allowed consumers to be able to share, give, engage, create and also collaborate with one another (Trendwatching, 2013). This consumer trend gives the service a good start as people who will engage with the service will already be familiar with, and very inclined to engage with services that adopt these ideals.

Figure 8

Another consumer trend that has developed in 2014 is ‘local love’. The trend shows that despite globalization, and despite the growing online culture, place still matters: consumers will continue to embrace local products and services. Connecting a service to specific locals will make them more relevant, more exclusive and correspondingly more exciting and desirable (Trendwatching, 2013). Having the student service connected to a specific university location can provide a community with students and also a desirability to use it. Figure 7 28

In relation to the target consumers of university students which are linked to the age of 18+. The average age that will be using the service is 18- 24 but this is not cutting out any other ages that are present at university including mature students also. This service will be therefore created to target a typical younger generation that attend university. From primary research, when asking the target consumers what is one of the main worries about university lifestyles other than work, 64% of consumers stated either to make money or save money (see Appendix 1). This therefore highlights the need and relevance for the service to be able to fix such worries by the audience being able to use the service which will be able to cater to both the needs of making money by selling items, and saving money by being able to buy cheap used goods. From primary research conducted the question was asked to the target consumers: What are the items that you currently have that you would be able to sell? Research has shown ( see Figure 9) that it is not just clothing that the target consumers who were asked wanted to see. From images shown, a majority of men would want to sell other items such as musical instruments, videos and electrical goods. This is an interesting finding as some smaller services that are around mainly targeted one gender, and based the service on either clothing or other items. The service that will be created could focus more on joining both genders and having a range of different items available.

Figure 9

Consumer groups have been profiled over many decades as the advertising industry wished to generate targeted marketing campaigns to increase consumer spend on particular goods. However, other research has shown that although there are many different consumer profiles there is also a ‘mainstream trend’ and within this each consumer may have different personal characteristics and interests: “For too long, marketers have been concerned with the tribes and sub-cultures within youth,” says Mitchell. “Channel 4 did some really interesting research a couple of years ago that broke the youth market down into Emos, Chavs, Trendies and Rahs among other groups. But when it came down to it, the biggest tribe, or the majority, was basically described as mainstream. I think when you look at the Youth 100, that is what is celebrated in this research.” (Bacon, 2012) So the idea that young people are influenced by what’s cool is misdirected. They see through that and just look for clothes they can put on and wear every day and that won’t cost them a fortune. They don’t really care so much about where they buy them.” (Bacon,2012 ) This idea adds value to the concept that an app that is accessible and targets a location based demographic would be successful. Therefore further consumers research has been done to create detailed consumer profiles and a day in the life of a range of different students to see similarities between them.

CONSUMER PROFILES

Miguel Gillam

UNIVERSITY

20 Liverpool John Moores University History

SHOPPING FAVOURITE FOOD Spaghetti FAVOURITE MUSIC The Strokes LAST ITEM BOUGHT Trainers/ Iphone

WORK

FAVOURITE BRAND Adiddas

GYM 34

Figure 10

Laura Jackson

GYM

21 Psycology Nottingham Trent University

LIBRARY FAVOURITE FOOD Grapes FAVOURITE MUSIC Beyonce

FOOD SHOPPING

LAST ITEM BOUGHT Dress FAVOURITE BRAND Topshop

DRINKS Figure 11

Harry Gaskell 19 Manchester Metropolitan University Music

PRACTICE UNI WORK

FAVOURITE FOOD Scampi FAVOURITE MUSIC The Smiths LAST ITEM BOUGHT

FOOD

Vinyl FAVOURITE BRAND Fender

PUB Figure 12 38

Rachael Brown

WALK TO TOWN

21 Textile Design Leeds Metropolitan University

LUNCH FAVOURITE FOOD Sausage Rolls FAVOURITE MUSIC James Blake LAST ITEM BOUGHT

STUDIO

Sandels/ Canvas FAVOURITE BRAND Apple

FILM Figure 13 40

COMPETITORS The current services that are available to consumers all have different unique selling points to lure consumers in. The service that will be provided is not without its market competitors, and primary research carried out (see Appendix 6) showed that the main competition that the service would face will be eBay, and Amazon; it is therefore important to analyse each of these to judge how they capture the attention of consumers. Wallapop has been researched into further as the concept of the service includes similar attibutes to the service being created.

EBAY Ebay is one of the most popular and recognised marketplaces. Consumer research has shown that this is the most used company to buy and sell used items.(see Appendix 6) Ebay originally changed the way that people do business by offering a flea market auction model that has made it distinctive and dominant in the online auction world (Stuart, 2012). Users have been able to create jobs and careers by being able to create their own company through the website. The website and app both follow a very simple look that is adaptable to many different ages ( see Figure 14).

Figure 14

WALLAPOP Wallapop is a location-based service: Wallapop is one of the newest apps which has only been in the UK since late 2013. The company was originally introduced in Barcelona but has recently expanded into the UK. Wallapop allows individuals to sell or buy used products in an easy and fast way through their smartphone. The app gives a new young modern style to the second hand market (see Figure 15) and promotes the exchange of products between people from the same neighbourhood. Everything that is on sale on Wallapop is placed in the order of how fast you can get to it. The service allows consumers to be able to directly get in touch with the sellers and be able to talk to them if they are interested in the product being sold and even arrange to meet pre-purchase. This app will be seen as a large competitor as this is using a location based service but this having the difference of meeting a range of different people within a specific area. Whereas the new service will be specifically targeted to students to create a safer community by having the connection of both the seller and buyer being university students.

Figure 15

AMAZON Amazon is shown as the second most used of the services (see Appendix 6). This is a well established brand that users are able to trust. Amazon challenged first booksellers, and then the entire retail industry by using data to know its customers so well that it can identify what they want before they realize they want it (Pierce, 2014). Amazon has established that there is a core target group of students for the company. They are seeking out cheaper items and trying to find the cheapest deals. Therefore Amazon UK has launched Amazon Student. The service requires customers to have an ac.uk email address verified, then amazon allows academics to have unlimited one day delivery, discounted express and evening delivery, great student offers, unlimited instant streaming of over 15,000 titles and 20 percent off second hand books as part of amazon trade in programme. This initially starts as a free 6-month membership, then they can update up to a discounted premium service. The issues Amazon identified as pertinent for students were: the price of items and the added price of delivery; they became aware these will effect consumer decisions and developed and adapted their service to extend business with this target group.

Figure 16

MODABOUND case study A successful company that has been developed within the USA which provides a student based buying and selling forum for unwanted items is Modabound. Modabound Modabound is an American fashion marketplace for college students based in New York to buy and sell fashion items with each other. Their mission is said to: “help the stylish, broke youth, look fabulous without breaking the bank.” The concept of the service is to allow students within the same university and location to use the app and to buy and sell clothes with one another. This is to provide an easy and simple method to students as it doesn’t over complicate the process of online payment and shipping, this is all done with face to face interaction. “It’s much more than a platform where you buy and sell clothes with strangers, it’s a community where girls come together to refresh their look and develop real friendships with their peers who have a common interest,” said Gallatin Sophomore, Francesca Conlin, NYU’s Modabound representative (Marin, 2014).

The fashion-based company is mainly targeted at women. From an email interview sent to the co-founder, Alexa Varsavsky, (see Appendix 11) when asked if there was any reason that the company was targeted at women she stated: “Women care more about fashion. Some men sign up but unless we see clear demand for a men’s section we won’t really go into that.” (Varsavsky, 2014) Thus the company has identified a specific demographic and area in which to create this community.

It’s easy, it’s fun, it’s convenient.

No shipping. No strangers. No hassle. Figure 17

APP

THE NEW SERVICE The service will be a university-based app called â&#x20AC;&#x2DC;Stuffâ&#x20AC;&#x2122; which allows students to register and sign up via their student identification and have the opportunity to buy and/or sell items through the service. Linking to the local consumer trends, the app can only be used with peers that are within the same university community.

“BRANDS WITH THOSE TWO FUNCTIONS (BEING USEFUL AND SAVING PEOPLE MONEY) ARE FUNDAMENTALLY IMPORTANT TO 18-24 YEAR OLD PEOPLES LIVES EVERY DAY SO THEY DEVELOP STRONG RELATIONSHIPS WITH THEM,” SAYS LUKE MITCHELL, HEAD OF INSIGHT AT VOXBURNER” (CAHAHAL,2013)

The service will allow students to be able to sell unwanted items and consumer research indicated that, when looking at what items they are willing to sell, students have a range of different items. Therefore men and women are able to sell electrical goods, books, clothing, footwear etc. This will differentiate itself from other student based apps as it is not gender focused or mainly targeted at fashion or books it is combining a wider consumer group. The items mainly being to the size that they can physically exchange with each other as a key trait to the service is that there is no delivery needed cutting costs as consumers are buying and selling in a convenient radius to meet together to exchange items. Consumer research showed that the added postage cost is a factor that is affects students (see Appendix 3) and this will cut the cost. The face to face collection will also allow consumers who want the items in a quicker time to be able, if it is convenient between the buyer and seller, to meet the same day. Consumer research has shown that this would appeal to them (see Appendix 3) as when asked what they thought of a service such, they stated: “I like the fact that you could get say a dress or heels last minute because I always decide on last minute nights out.”

BRAND ONION STRENGTHS

WEAKNESS

New innovative service Location based service provides convenience for consumers Consumer focused company as students are the sellers so provide the items to the company

Well established and developed competitors. Stuff have not yet built a relationship and reputation with consumers. Lack of brand awarenss.

OPPORTUNITIES

THREATS

To create a new student community. Collaborating with other companies / organisations which have connections to the specific university.

Consumers wanting to donate their items to charity. New technological innovations, High street brands creating sustainability ranges.

SWOT ANALYSIS

fFigure 18

From research into looking into the overall look of competitor services many follow either a look that is tailored to a specific gender, or a very simplistic look that fits to various different age ranges. Therefore it has created a simplistic generic logo that is not too masculine or feminine. There has been a simple grey colour pallet used for the basic logo but to make the brand more engaging and consumer focused the stuff app logo colours will change according the university institute that it is being used within(see Figure 18). This therefore creates a fluid identity logo for that brand appropriate for a postmodern society that is more fluid and diverse therefore: â&#x20AC;&#x153;A contemporary brand identity mustâ&#x20AC;Śencompass how the brand speaks across a multitude of technology platforms, how it interacts with its audience and how people experience it at an emotional level.â&#x20AC;? (Salmeron, 2013)

CLICK AND COLLECT

The competitor Amazon has established a successful collection service with self-service delivery lockers. Consumers simply order online, select their local locker, then collect in person using a unique pick-up code. The lockers have been located within supermarkets, train stations and newsagents. “Shops that are agreeing to house the lockers hope the increased footfall will boost their own profits.” (Coldwell, 2012) “Customers are in the driving seat and pushing retailers for ever higher standards of service and greater convenience,” said Tanya Lawler, Vice President of eBay in the UK. “Customers fully expect your store and online channels to be joined up and can have little patience if they aren’t. For example, they want to collect in store or return via the store, even if they bought online.” (Faul, 2014)

Figure 19

Research has shown (see Appendix 3) that consumers are sometimes hesitant about always wanting to meet other people to pick up items. Therefore the service of ‘click and collect’ has been researched further. Providing options for consumers may gain further sales as they are not limited to an option that they may feel uncomfortable with, for example, meeting strangers.

Therefore stuff will provide a collection service that will be located within the Student Union. This will allow consumers who are wary or have clashes of times to meet the seller to be able to pic the items up from lockers provided. The buyer will have received a reference number after pre paying for the item to be able to collect the item using this.

Figure 20

The online/offline hybrid ‘click and collect’ service has been proven to grow significantly within 2013 and is predicted to continue to grow in popularity in 2014. According to Ben Damshenas, the Business Development Director for Pulse Mobile’s UK Office: “In 2014 John Lewis saw click and collect sales rise by 60%, while Tesco said 70% of its online orders for fashion and housewares were collected in stores. According to research for mobile operator O2 by Conlumino, more than a third of shoppers use click and collect services, and it’s expected to rise by 12% in 2014.” (Damshenas, 2014) Attributes such as growing consumer confidence teamed with the convenience of buying on hand held devices have added to the growth of such services.

APP TRENDS

Creating the overall appearance of the app graphic trends have been considered to make sure that the new brand has an on-trend and engaging aesthetic. Ever since Android and Windows Phone adopted the flat graphic style (see Figure 21) , many other brands have also begun to use the style and it has been talked about in many places. â&#x20AC;&#x153;Flat makes much more sense; it gives clarity, among many other things, and allows us to get rid of all these realistic effects, leaving only what is really essential.â&#x20AC;? (Trias, 2013)

Figure 21

“The web seems to be becoming a lot less text-heavy, and some apps and websites have almost no visible text, instead relying on images and icons to convey information to the user” (Lake, 2014). The app only includes text when really needed as the overall design is simplistic and to the point icons have been used as much as possible to make the appearance a lot more pleasing than text. Icons with stroke and fill come hand in hand with the flat design; in 2013 this was seen as an up and coming trend. With the use of such icons these allow the controls and toolbars to be a lot more straightforward.

Figure 22

The use of simple colour schemes is usually associated with the flat design therefore the overall appearance of the Stuff App has been given a simplistic design to follow the flat design (see Figure 22) allowing the overall usage of the app to be as simple as possible due to the simplistic layout. Therefore using neutral colours for the general colour scheme and adding just a little stronger colour for the calls to action. This colour used will be within the “u” of the stuff logo, and the colour that will used will therefore be dependent on the specific institute it is being used within.

For the main browsing page and to browse through peoples’ profiles, gestures such as swiping to the side and swiping up and down have been included. As the devices that the consumers will be using the app on such as smartphones, tablets and iPads are more than just a touch screen they allow gesticulation and device response. “By learning a simple gesture, the user will not only simplify their experience, but will also enjoy a quicker and more comfortable interaction with the interface.” (Serra, 2014) The typeface that has been used throughout the app is Helvetica this is a clear and simple font to fit with the overall aesthetic. Using weights and dimensions to create difference between type not different typefaces.

HOW TO USE

From here students will be connected to â&#x20AC;&#x153;Stuffâ&#x20AC;? and will have the option to create their own personal profile which will have the option to upload a picture and interests about themselves and also to connect to their other social media sites. Previous research has shown that privacy issues have affected consumers by how much personal information they share through such service so therefore users of stuff have the option of how much they want to share.

Figure 24

Figure 23

The app will first work initially by having users to create an account with the service. This will firstly be done by users having to verify that they are a student (see Figure 23) by selecting the specific institute and then providing their email to confirm that they are a verified student.

Figure 25

Users will be able to upload items that they are wanting to selll onto their profile (see Figure 25) which will be posted for users to be able to view. When the items are posted onto the service there are options for users to watch the items and view them later, get the item which will lead them through to purchase or to talk to the seller to find out more information about the item being sold. Users will also be able to follow specific users (see Figure 26) this will create a connection with the users creating a community between students linking to the consumer trend â&#x20AC;&#x153;local loveâ&#x20AC;? that has been previously researched. Users will be able to follow people who they have for example similar sized clothing or items as they may have similar interests as they will be able to view this information from their profile.

Figure 26 70

When a consumer has selected to buy an item they can choose between a choice of meeting with the seller or to collect the item from the collection point (see figure 28) Consumer choice has been provided as from consumer research (see Appendix 3) this showed that some consumers are hesitant about meeting strangers. If consumers choose to meet the seller they can therefore begin to discuss arrangements of exchanging the item and payment between themselves. Figure 27

There will be a request item icon that when selected will allow users to be able to request a specific or an example of something that they are looking for.(see Figure 27) From research into apps such as Walkby this type of service has began to develop and consumers have responded well to it. A notification will appear when a user has requested an item to notify all other users. This can encourage consumers to use the service more. Consumers who have the item may not have originally thought about selling it but can therefore create a sale.

When a consumer selects to pay at the collection point they can therefore pay online. When the buyer has paid this will be notified to the seller who will then take the item to the collection point. When the item is at the collection point a reference number will be sent to the buyer to use to claim their purchase.

see Figure 28

PRODUCT The products will be subject to what the users are selling. This will be items such as clothing, books and electrical goods that the students will be selling.

PLACE The location of the brand will be within the specific university, the place of exchange can be negotiated which is most convenient between the seller and buyer. An alternative will be the ‘Your Stuff’ counter that will be located within the Student Union to allow consumers to be able to either meet at this point or to leave the items there for collection.

PRICE The price of the item will be given at the sellers’ own discretion. Alterations to the initial price stated can be discussed between buyer and seller through the live chat with sellers.

PROMOTION

MARKETING Stuff app will be launched to participating universitys in September 2015 to make sure that the overall service of the company will entice consumers to keep using the service each different element including before, during and after has been thoroughly thought through. “Because customers evaluate services based on their perceptions of the total service experience, successful service offerings provide a favourable overall experience for the consumer. To entice the customer to return, that favourable experience must also be memorable. A memorable experience will encourage the consumer to bypass the search and evaluation phases of the purchase process, the next time service is required. The more memorable a positive experience is, the more likely a customer is to return.” (Kolsar & Galbraith, 2006)

Social media will be used as a main marketing tool to connect with consumers this will be also combined with offline media and promotional offers linked to the specific university.

As the consumers begin to use the app more and they understand the general concept of the service this will begin to gain fans and create a relationship with consumers. As there are multiple social media channels these will constantly be updated to continue awareness of the brand. New marketing campaigns will be also shared through this.

ENGAGE

At the specific university freshers fair will be key to raise awareness of Stuff. A marketing campaign including offline images will be posted around the university institute to create awareness of the brand. Thie buzz around this will encourage further consumers to like Stuff social media pages and engage with the brand

Having gained fans of Stuff through digital marketing consumers will then begin to use the app. The amount of accounts that have been created on Stuff will then be reviewed to see how many people are using the app.

REACH

CONVERT

Engage consumers with Stuff by the social media sites and website to understand more about the brand. Interaction of the brand will be tested through such platforms by measuring how many people like the social media pages and video. Also the amount of shares and views of the promotional video.

ACT

RACE DIGITAL MARKETING PLAN

PROMOTION Research into the look of competitors’ promotional images showed that many follow either a look that is sometimes tailored to a specific gender, plays on the fact the items are second hand or include a very simplistic look that fits to various age ranges. (see Appendix 13 ) The marketing images that will be used for Stuff have been created to reflect the simple and to the point tone of the brand that will appeals to both men and women. When looking into future graphic trends for 2015/16 assemble has been set to be one. Moving away from previous monochrome stories of previous years. A pro-activist direction for winter with a creative, indie-artisan feel. Decorative arts, mismatched collage and hand-made slogans add to the humble yet artful mood (WGSN, 2014). This younger yet fun element of the branding of the service will link to the target demographic; this is not gender specific and will appeal to both men and women. The overall fun element of the brand’s design will suggest an engaging ‘to the point’ feel, coupled with simplistic and easy usage of the app. When promoting the brand, the overall tone will aim to be a straightforward linking of the name ‘Stuff’ with a creative and edgy feel to engage with target consumers to set it aside from the competitors.

ASSEMBLE 2015/16

Figure 30 78

Another trend that has been looked into is the macro trend everyday utopias designers exalt the ordinary objects and elements of modern life, adjusting transforming and elevating them to suit our creative and spiritual demands. (WGSN, 2013) The words that have been used within the images promoting Stuff have been assembled by items that consumers have stated they will currently sell (see Appendix 5) and what can be sold on the service. A creative advertising concept is alternative uses, showing where the product could be used outside of its original context, creating new situations for the items to be put in, emphasising the benefit, and highlighting a feature through exaggeration or revealing a new perspective or an unexpected function. (Pricken,2008) The images are simple using words that simply summarise the concept of stuff (see figure 31) the images will be shown and used through the various promotional tools.

Fiigure 31

SOCIAL MEDIA Many companies feel like traditional media advertising has become too expensive and is not cost effective and are shifting their money to lower cost more targeted communication tools such as the internet as well as sales promotion, event marketing sponsorship and various direct marketing methods. ( Belch, 2008). To create awareness of the new brand social media marketing will be used as a major tool to communicate to the target student consumer. “Social media marketing has been top of mind for brands targeting 18-24s. Brands have learned the importance of transparency, relevance and shared conversation versus traditional push approaches. We know young people are big users of social media 97% in our recent survey use Facebook and 45% are on Twitter.” (Eder, 2013). As many consumers have shown to be active on social media (see Appendix 4), this is where the service can catch the attention of the target consumers. When asking Alexia Varsavsky of Modabound what was the main tools of promoting the new service she stated: “It is always hard to create awareness and nothing grows organically at the beginning. We are still working at it but for us Facebook and email and in person events are our best marketing tactics.” (Varsavsky, 2014) Therefore social media pages will be created on Facebook, Twitter and Instagram to create a community of students using the service. Consumer research (see appendix…) showed that the three social media sites were commonly popular with students. Such sites are used by stuff competitors. 82

Figure 32

Figure 33

A report assessing the perception and use of social networking sites among university students showed a heavy use of Twitter and Facebook among university students who were viewing their sites more frequently than posting (Hamade, 2013). The sites will include a brand page for each separate university which will show the tone of the brand not just including images of items that can be sold on there, but also to create a community incorporating music, social events and images/ videos to reflect the personality of ‘Stuff’. The social media sites will include the marketing images to promote the new service using the basic words. To enhance the promotion of the service there will also be a promotional video that will be simple and to the point to encourage consumers prior to the launch to like and follow the different social media pages on Twitter (see Figure 32), Facebook (see Figure 33),Instagram(see Figure 34) and Pintrest to be able to know more about further marketing campaigns and information about the new service. 83

Figure 35

Figure 34

The social media site Pinterest has been also selected as a social media platform (see figure 35) as Gemma Carver, Group Marketing Director at Live Bookings, says: â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s no longer just about Facebook or Twitter, but a myriad of sites such as Snapchat, Tinder, Tumblr, and Pinterest. Many of these have streamlined the social experience and do just one thing, meaning most people have three or four social profiles.â&#x20AC;? (Tesseras, 2013) Pintrest is an up and coming marketing platform for brands as the competitors have all recently created accounts. Pintrest will work well for Stuff as best selling consumers from different areas will be able to be shown within their own board encouraging more students to use the service as the actual items and wide variation that are available will be obvious. 85

STUFF WEBSITE From competitor analysis it showed that all of the competitors have a website for the apps. Therefore Stuff has created a website (figure 36) this is used to allow consumers to find out more information about the service than what is displayed on the app store. This will also goin further engagement with the brand from consumers who are not active on social media sites.

Figure 36

PROMOTIONAL VIDEO Figure 37 37)

To enhance the promotion of the service there will also be a promotional video that will be simple and to the point (see Figure 37) to encourage consumers prior to the launch to like and follow the different social media pages facebook, twitter, Instagram and pintrest . This will be used as further engement to connect the consumers to all the different social media channels. From doing this they will be able to know marketing campaigns and information about the new service. The video can be seen as timely as one of the main places that stuff will interact with consumers is via online and social media so it can be used in future promotion to entice new consumers.

FRESHERS FAIR

Figue 38

The new app will be promoted at the beginning of the 2015 yearly term. For any marketing professional looking to engage and influence students, new students are considered a priority and Freshers’ Week is a significant event in the calendar. Most youthfocussed organisations invest a big slice of their budget to capture the interest of freshers as well as returning students. (Eder,2013) Stuff will have a stand (see Figure 38) which will play the promotional video and encourage consumers to like the social media sites which will create more awareness of the service and the “stuff” that they can potentially win. Freshers Marketing Report reveals that 87% of 18-24s want brands to entertain inform and inspire them. (Eder,2013) Therefore having a promotional stand in an event such as a fresher’s fair this shall engage targeted consumers and be beneficiary for the brand.

AWARENESS Malcome Gladwell of the Tipping Point introduces what he calls the stickiness factor; for an idea or marketing message to spread it must ‘stick’. Something about the message, its content or how it is delivered must remain active in the recipients mind- it must be remarkable, memorable and worth talking about. The new mantra being, ‘Ideas that spread win’ (Posner, 2011). To create awareness of the new service there will be promotional marketing that will lead up to the overall launch of the service. The theme of location and keeping within the community will continue within the promotion as this will try to show the general idea of the company.

An example of a company that has used location-based services is Southern Comfort, which was linked with Mardi Gras in New Orleans in March 2012. The company ran a campaign using social media, mobile phones, Foursquare and outdoor billboard advertising. The central point of the campaign was a giant billboard (see Figure 38) which encouraged consumers to check in at the specific location using Foursquare and from this the people were entered into a sweepstake to win tickets for Mardi Gras. The company states: “We have a lot of experience with each of these channels individually,” says Mike Isaac, Assistant Vice President and Global Marketing Director for Southern Comfort, “we’re integrating a few different elements: social, mobile, outdoor.” The campaign is “providing a brand experience,” Mr. Isaac says, but it is “not overly curated” or “sanitized” because that could discourage consumers from paying attention or participating. (Elliot, 2011)

Figure 38

Figure 40

Another location based promotional engagement with consumers was run by the band Blink-182, who collaborated with Australian pop artist Johnny Romeo (see Figure 39). The artwork of his work a “Skull Bunny” was used as part of a Blink-182 competition launched at the end of January. Instead of consumers just guessing the location of “Skull Bunny,” Sydney siders were asked to actually locate the bunny and physically collect it using the clues provided via social media. The prize for finding “Skull Bunny” was tickets to the Blink-182 Sydney concert. There was a huge following of the campaign as many consumers evidently got involved by liking and sharing awareness of the campaign via social media. 94

For Stuff app to raise awareness of the brand to consumers, promotional posters will be hidden around the specific university campus that it is being used within. The marketing has been tested to show how Nottingham Trent University would market Stuff app around the campus. The promotional images of assembled words (see Figure 40) will be used through the campaign consumers will associate these with the brand as they have been previously exposed to them through social media and the promotional video. As the video and the images have encouraged consumers “to like Stuff to get stuff” this is when the brand will now give consumers such a service on the week of the launch.

Figure 39

Consumers will be encouraged via the stuff social media sites (see Figure 41) to find the location of a poster in areas around the university, take a picture, check in and tag the location of the poster of the chosen word of the day on Instagram and Facebook using #getstuff. From consumer research (see Appendix 4) the two social media platforms have show to be popular with the target demographic and posting the images associated with the brand on such sites will raise further awareness to the target consumer. The campaign will run for a week the word used and the location of the poster will be changed daily (see Figure 42). This will therefore encourage further engagement from consumers as they will see that students on previous days have won â&#x20AC;&#x153;stuffâ&#x20AC;? so they can then engage with the brand and spread the word to others. Figure 42

#GETSTUFF

Figure 41 96

The locations of the posters have been based on the day in the life of the consumer to target key points that it has shown students are interacting with daily life(see Figure 43). Common daily routines of students have shown they go to university and library; go into the local city centre, socialise with friends within pubs and bars and attend the gym. These locations provide a scaffold to fit to all universities, however, the marketing has been tested and shows how Nottingham Trent University would market the Stuff App around the campus.

Figure 43 98

The first 20 student who check into the posters will therefore be able to win “stuff” this being services that are linked to the specific university. From consumer research it has shown that consumers are different and not all would like the same therefore linking the winning prize to the day in the life of the consumer and the different activities that they do(see Figure 44). Therefore consumers can choose the “stuff” that they win. These being half a year university gym membership, free term admission to the Student Union nights, printing credit and food credit for university food stations. This therefore creating pull strategies the idea being that the offer creates demand and entices or pulls the customer in, encouraging them to visit the store or website and ultimately make purchase (Posner, 2011).

Figure 44

#GETSTUFF

100

101

CONCLUSION Research has proven throughout the report that Stuff app has the ability to strive in the current uk market. This has been backed up by both primary and secondary research that the target consumers would engage with such a service. Each of the different elements of the app from the initial function to the marketing campaign have all been influenced by consumers, this therefore giving the brand more strength as it has focused how to initially engage with the target consumer through all of the different platforms.

102

103

LIST OF REFERENCES AND BIBLIOGRAPHY

104

105

References Bacon,J. (2012). What’s really hip among modern students?. Available: http://www.marketingweek.co.uk/ trends/whats-really-hip-among-modern-students/4004320.article. Last accessed 28/03/2014. Belch,G (2012). Advertising and Promotion An Intergrated Marketing Communications Perspective. New York: McGraw-Hill/Irwin. Botsman, R. “The case for collaborative consumption.” TED. May 2010. Lecture. Brooks,A. (2013). Stretching global production networks: The international second-hand clothing trade. . Vol.44 (1), pp.10-22 [Peer Reviewed Journal]. Castledine,E; Eftos,M; Wheeler,M (2011). Build Mobile Websites and Apps For Smart Devices. Collingwood: SitePoint. Chahal, M. (2013). The second-hand market: what consumers really want to buy. Available: http://www. marketingweek.co.uk/trends/the-second-hand-market-what-consumers-really-want-to-buy/4008315.article. Last accessed 02/04/2014.

Kolsar,M Galbraith,R. (2006). A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research. . 10 (5), p.424 - 438. Lake,C. (2014). 18 pivotal web design trends for 2014. Available: https://econsultancy.com/blog/6409618-pivotal-web-design-trends-for-2014#i.uydkdm104wdkby. Last accessed 17/04/2014. Lee, D. (2013). Tinder ‘hook-up’ app ‘solves a problem for humanity.Available: http://www.bbc.co.uk/ news/technology-25088495. Last accessed 18/04/2014. Lee,H Kim,T Choi,J. (2012). A study on the factors affecting smart phone application acceptance. . 27 (1), pg 27-34. Marin,K. (2014). Fashion app makes thrifting easier, quicker.Available: http://www.nyunews. com/2014/01/26/modabound/. Last accessed 06/04/2014.

Chahal, M. (2013). Youth 100 list: Go down easy street to reach the young. Available: http://www.marketingweek.co.uk/trends/youth-100-list-go-down-easy-street-to-reach-the-young/4008081.article. Last accessed 11/042014.

Millar,T. (2012). The Garage App Embodies Elements of Instagram and eBay. Available: http://www. trendhunter.com/trends/garage-app. Last accessed 12/03/2014.

Coldwell, W. (2012). Amazon locks and loads so you can pick up and go. Available: http://www.independent.co.uk/news/uk/this-britain/amazon-locks-and-loads-so-you-can-pick-up-and-go-8421095.html. Last accessed 20/04/2014. Last accessed 08/04/2014 Damshenas,B. (2014). Mobile commerce bursts onto the UK retail scene. Available: http://www.thedrum. com/knowledge-bank/2014/01/23/mobile-commerce-bursts-uk-retail-scene. Last accessed 11/03/2014.

Mintel (2013) Youth Fashion- UK:Mintel marketing report, December 2013. London: Mintel International.

Datamoniter(2011) Location-based Mobile App Case Study : Harnessing location-aware technology in consumer packaged goods mobile marketing, May 2011, CM00117-008 Eder,J. (2013). How brands can build and sustain relationships with 18- to 24-year-olds. Available: http:// www.marketingmagazine.co.uk/article/1207773/brands-build-sustain-relationships-18--24-year-olds. Last accessed 23/03/2014.

Posner,H (2011). Marketing Fashion. London: Laurence King Publishing LTD .

Pierce,A. (2014). Yes your brand can become a challenger. Available: http://www.prophet.com/theinspiratory/2014/03/24/yes-your-brand-can-become-a-challenger/#more-4306. Last accessed 27/04/2014.

Pricken, M (2008). Creative advertising : ideas and techniques from the world’s best campaigns. London: Thames & Hudson.

Edger,J. (2013). How brands can build and sustain relationships with 18- to 24-year-olds. Available: http:// www.marketingmagazine.co.uk/article/1207773/brands-build-sustain-relationships-18--24-year-olds?HAYILC=RELATED. Last accessed 10/04/2014.

Quine,O. (2014). Lifer without i technology why its no life at all.Available: http://i-d.vice.com/en_gb/read/ think-pieces/295/life-without-i-technology-why-its-no-life-at-all. Last accessed 28/04/2014.

Elliott,S. (2011). Southern Comfort Combines Tradition With New Technology. Available:http://www.nytimes. com/2011/02/22/business/media/22adnewsletter1.html. Last accessed 10/04/2014.

Rowley, S. (2012). Clothes ‘swishing’ parties go global. Available: http://www.theguardian.com/environment/green-living-blog/2012/feb/20/clothes-swishing-parties. Last accessed 20/03/2014.

Faull,J. (2014). ‘Super Shoppers’ using multiple channels to make purchases account for 70% of British retail spend, says eBay and Deloitte study. Available: http://www.thedrum.com/news/2014/02/17/super-shopperswho-browse-across-multiple-channels-could-spend-50-cent-more-says. Last accessed 07/04/2014. Hamade, S. (2013). Perception and use of social networking sites among university students. . 62 (6/7), pp.388 - 397. Joy, A; Sherry, J ; Venkatesh, A; Wang, J ; Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. . 16 (24), pp. 273-296.

106

107

Salmeron, J. (2013). If You Love Your Brand, Set It Free. Available: http://www.smashingmagazine. com/2013/02/08/if-you-love-your-brand-set-it-free/. Last accessed 15/04/2014. Serra,L. (2014). 2014 UX/UI trends for mobile solutions. Available: http://www.mobilemarketinguniverse. com/2014-ux-ui-trends-for-mobile-solutions/. Last accessed 09/04/2014. Stuart,J. (2012). Behind eBayâ&#x20AC;&#x2122;s Comeback. Available: http://www.nytimes.com/2012/07/28/business/ ebays-turnaround-defies-convention-for-internet-companies.html?pagewanted=all&_r=0. Last accessed 01/04/2014. Tesseras,L. (2013). The marketing trends for 2014 part one. Available: http://www.marketingweek.co.uk/ trends/latest-trends/the-marketing-trends-for-2014-part-one/4008889.article. Last accessed 17/03/2014. Testoni, S. (2013). Location-based marketing & advertising: an underutilised but promising mechanism. Available: https://econsultancy.com/press-releases/7509-location-based-marketing-advertising-an-underutilised-but-promising-mechanism. Last accessed 11/04/2014. Trendwatching (2013). Consumer trends for 2014, December 2013. Trias,P. (2013). 7 trends in UI/UX design in 2013. Available: http://www.mobilemarketinguniverse.com/7trends-in-ui-ux-design-in-2013/. Last accessed 11/04/2014. WGSN(2014) A/W 15/16 Macro Trends: Everyday Utopias,November 2013. WGSN(2014) A/W 15/16 Print & Graphics Forecast: Assemble, January 2014. Wiles, E. (emmawiles27@gmail.com), 2014. 24 April. Email to:Alexa Varsavsky (alexa@modabound. com).

108

109

Figures

Figure 1. Wiles, E Student Worries [infographic]

Figure 31. Wiles,E Promotional stuff images [mood board]

Figure 2.Wiles, E Time Line [ moodboard ]

Figure 32. Wiles,E Twitter page [mood board]

Figure 3. Wiles,E Browsing Devises [ infographic]

Figure 33. Wiles,E Facebook page [mood board]

Figure 4. Wiles,E Tinder [screenshot]

Figure 34. Wiles,E Instagram page [mood board]

Figure 5. Wiles,E Garage app [screenshot] at: http://www.coolhunting.com/tech/garage-app.php

Figure 35. Wiles,E Pintrest page [mood board]

Figure 6 Wiles,E Walkby app [screenshot] at: http://tech.co/sell-more-clothes-chicago-clothing-boutiques-walkby-2013-04

Figure 36. Wiles,E Stuff website [mood board] Figure 37. Wiles,E Video story board [story board]

Figure 7. Wiles,E Gneration G [moodboard] Figure 8. Wiles,E Local Love [mood board]

Figure 38. Wiles,E Southern comfort [ screenshot] at: http://www.nytimes.com/2011/02/22/business/media/22adnewsletter1.html?_r=0

Figure 9. Wiles,E Items to sell [mood board]

Figure 39. Wiles,E Blink campaign [mood board]

Figure 10.Wiles,E Miguel consumer profile [mood board]

Figure 40. Wiles,E Promotional words [mood board]

Figure 11. Wiles,E Laura consumer profile [mood board]

Figure 41. Wiles,E get stuff social media sites [mood board]

Figure 12. Wiles,E Harry consumer profile [mood board]

Figure 42. Wiles,E want in the library [own image]

Figure 13. Wiles,E Rach consumer profile [mood board]

Figure 43. Wiles,E Promotional images [own images]

Figure 14. Wiles,E Ebay [mood board]

Figure 44. Wiles,E Get stuff [mood board]

Figure 15. Wiles,E wallapop [mood board] Figure 16. Wiles,E Amazon [mood board] Figure 17. Wiles,E Modabound [moodboard] Figure 18.Wiles,E University colour mock up [mood board] Figure 19. Wiles, E amazon locker [screen shot] at: http://www.amazon.co.uk/gp/help/customer/display.html?nodeId=200966210 Figure 20. Wiles,E click collect [mood board] Figure 21. Wiles,E App trend [mood board] Figure 22. Wiles,E App moodboard [mood board] Figure 23. Wiles,E App moodboard [mood board] Figure 24. Wiles,E App moodbard [mood board] Figure 25. Wiles,E App moodboard [mood board] Figure 26. Wiles,E App moodboard [mood board] Figure 27. Wiles,E App moodboard [mood board] Figure 28. Wiles,E App moodboard [mood board] Figure 30. Wiles,E Assemble [mood board] 110

111

Books Belch,G (2012). Advertising and Promotion An Intergrated Marketing Communications Perspective. New York: McGraw-Hill/ Irwin. Castledine,E; Eftos,M; Wheeler,M (2011). Build Mobile Websites and Apps For Smart Devices. Collingwood: SitePoint. Posner,H (2011). Marketing Fashion. London: Laurence King Publishing LTD . Pricken, M (2008). Creative advertising : ideas and techniques from the world’s best campaigns. London: Thames & Hudson. Database Datamoniter(2011) Location-based Mobile App Case Study : Harnessing location-aware technology in consumer packaged goods mobile marketing, May 2011, CM00117-008 Mintel (2013) Youth Fashion- UK:Mintel marketing report, December 2013. London: Mintel International. Trendwatching (2013). Consumer trends for 2014, December 2013. WGSN(2014) A/W 15/16 Macro Trends: Everyday Utopias,November 2013. WGSN(2014) A/W 15/16 Print & Graphics Forecast: Assemble, January 2014. Journal / Articles Brooks,A. (2013). Stretching global production networks: The international second-hand clothing trade. . Vol.44 (1), pp.10-22 [Peer Reviewed Journal]. Hamade, S. (2013). Perception and use of social networking sites among university students. . 62 (6/7), pp.388 - 397. Joy, A; Sherry, J ; Venkatesh, A; Wang, J ; Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. . 16 (24), pp. 273-296. Kolsar,M Galbraith,R. (2006). A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research. . 10 (5), p.424 - 438.

Websites Bacon,J. (2012). What’s really hip among modern students?. Available: http://www.marketingweek.co.uk/trends/whats-really-hip-among-modern-students/4004320.article. Last accessed 28/03/2014. Chahal, M. (2013). The second-hand market: what consumers really want to buy. Available: http://www.marketingweek. co.uk/trends/the-second-hand-market-what-consumers-really-want-to-buy/4008315.article. Last accessed 02/04/2014. Chahal, M. (2013). Youth 100 list: Go down easy street to reach the young. Available: http://www.marketingweek.co.uk/ trends/youth-100-list-go-down-easy-street-to-reach-the-young/4008081.article. Last accessed 11/042014. Coldwell, W. (2012). Amazon locks and loads so you can pick up and go. Available: http://www.independent.co.uk/news/ uk/this-britain/amazon-locks-and-loads-so-you-can-pick-up-and-go-8421095.html. Last accessed 20/04/2014. Last accessed 08/04/2014 Damshenas,B. (2014). Mobile commerce bursts onto the UK retail scene. Available: http://www.thedrum.com/knowledge-bank/2014/01/23/mobile-commerce-bursts-uk-retail-scene. Last accessed 11/03/2014. Eder,J. (2013). How brands can build and sustain relationships with 18- to 24-year-olds. Available: http://www.marketingmagazine.co.uk/article/1207773/brands-build-sustain-relationships-18--24-year-olds. Last accessed 23/03/2014. Edger,J. (2013). How brands can build and sustain relationships with 18- to 24-year-olds. Available: http://www.marketingmagazine.co.uk/article/1207773/brands-build-sustain-relationships-18--24-year-olds?HAYILC=RELATED. Last accessed 10/04/2014. Elliott,S. (2011). Southern Comfort Combines Tradition With New Technology. Available:http://www.nytimes.com/2011/02/22/ business/media/22adnewsletter1.html. Last accessed 10/04/2014. Faull,J. (2014). ‘Super Shoppers’ using multiple channels to make purchases account for 70% of British retail spend, says eBay and Deloitte study. Available: http://www.thedrum.com/news/2014/02/17/super-shoppers-who-browse-across-multiple-channels-could-spend-50-cent-more-says. Last accessed 07/04/2014. Lake,C. (2014). 18 pivotal web design trends for 2014. Available: https://econsultancy.com/blog/64096-18-pivotal-web-design-trends-for-2014#i.uydkdm104wdkby. Last accessed 17/04/2014. Lee, D. (2013). Tinder ‘hook-up’ app ‘solves a problem for humanity.Available: http://www.bbc.co.uk/news/technology-25088495. Last accessed 18/04/2014. Marin,K. (2014). Fashion app makes thrifting easier, quicker.Available: http://www.nyunews.com/2014/01/26/modabound/. Last accessed 06/04/2014. Millar,T. (2012). The Garage App Embodies Elements of Instagram and eBay. Available: http://www.trendhunter.com/trends/ garage-app. Last accessed 12/03/2014.

Lee,H Kim,T Choi,J. (2012). A study on the factors affecting smart phone application acceptance. . 27 (1), pg 27-34.

Pierce,A. (2014). Yes your brand can become a challenger. Available: http://www.prophet.com/theinspiratory/2014/03/24/ yes-your-brand-can-become-a-challenger/#more-4306. Last accessed 27/04/2014.

Talks Botsman, R. “The case for collaborative consumption.” TED. May 2010. Lecture.

Quine,O. (2014). Lifer without i technology why its no life at all.Available: http://i-d.vice.com/en_gb/read/think-pieces/295/lifewithout-i-technology-why-its-no-life-at-all. Last accessed 28/04/2014. Rowley, S. (2012). Clothes ‘swishing’ parties go global. Available: http://www.theguardian.com/environment/green-livingblog/2012/feb/20/clothes-swishing-parties. Last accessed 20/03/2014. Salmeron, J. (2013). If You Love Your Brand, Set It Free. Available: http://www.smashingmagazine.com/2013/02/08/if-youlove-your-brand-set-it-free/. Last accessed 15/04/2014.

112

113

Stuart,J. (2012). Behind eBayâ&#x20AC;&#x2122;s Comeback. Available: http://www.nytimes.com/2012/07/28/business/ ebays-turnaround-defies-convention-for-internet-companies.html?pagewanted=all&_r=0. Last accessed 01/04/2014. Tesseras,L. (2013). The marketing trends for 2014 part one. Available: http://www.marketingweek.co.uk/trends/ latest-trends/the-marketing-trends-for-2014-part-one/4008889.article. Last accessed 17/03/2014. Testoni, S. (2013). Location-based marketing & advertising: an underutilised but promising mechanism. Available: https://econsultancy.com/press-releases/7509-location-based-marketing-advertising-an-underutilised-but-promising-mechanism. Last accessed 11/04/2014. Trias,P. (2013). 7 trends in UI/UX design in 2013. Available: http://www.mobilemarketinguniverse.com/7-trends-inui-ux-design-in-2013/. Last accessed 11/04/2014. Wiles, E. (emmawiles27@gmail.com), 2014. 24 April. Email to:Alexa Varsavsky (alexa@modabound.com).

APPENDIX

114

115

Methodology Table

What Consumer research asking students what their current worries at university? Survey monkey

Survey Monkey

Screen shots of target consumers phones What Photographs of consumers items

In depth interviews with target consumers Email interview

Consumer profiles 116

Why Who How Benefits How Weaknesses What Why Who Benefits To find out Consumer the Target consumers f the Students wTarget ere consumers Personal Limited destinations research To find oout of interaction Students were Personal interaction target demographics student were asked stopped in student the street consumers in the to satreet sk consumers asking students target demographics were with asked stopped with consumers main worries to their current the question. to answer the the question. would benefit if it to answer the what main worries to then base tworries he App at question. question. could be asked to then base the App around these. consumers around university? around these. the UK. To find out Survey what monkey Target send student Direct approach face sao pproach to student To find out wSurvey hat was Target Survey to was sNot end face to Direct devices students are consumers devices were students online and consumers posted wstudents. online and posted limited response are ere students. using buying and only asked. social through social using buying through and only asked. selling services on media media sites to target selling services on sites to target the correct the correct consumer consumer To find out Survey if the Monkey Target send consumers Direct approach face sao pproach to consumers To find out if Survey the was Target Survey to was sNot end face to Direct target consumers were only target asked. consumers online and were posted students. online and posted limited response only asked. students. would use the through s ocial through social would use the media sites to target proposed service sites to target proposed service media the correct the correct consumer consumer of To find out wConsumers hat Target Consumers ere Direct approach to To find out Screen what shots Target consumers were consumers Direct approach to wLimited response target acre onsumers consumers are were only asked. apps consumers were only apps asked. asked to screenshot students asked to screenshot students engaging engaging wphones ith their What Why with Who How p hones Weaknesses Benefits Why Who How phones Benefits their of consumers To find out wConsumers hat Target Consumers ere Direct approach to To find out Photographs what Target were consumers Direct approach to wLimited response consumers tems only aitems were only asked asked to photograph consumers. items consumers are iwere sked consumers asked atre o photograph consumers. currently willing their items w ithin currently willing to their tio tems within sell their room sell their room

depth interviews To find out buying Target consumers Face to face Direct approach to To find out In buying Target consumers Face to face Direct approach to with target and spending habits were only asked interviews were consumer and spending habits were only asked interviews were consumer consumers on second hand conducted on second hand conducted services. services. Email interview To find out how Alexa Varsavsky Email questions Speaking to a To find out how Alexa Varsavsky Email questions Speaking to a Not face to face so Modabound were sent. professional who Modabound were s ent. professional w ho limited r esponse targeted consumers created her own targeted consumers created h er o wn with the new App start up service with the new App start up service similar to stuff similar t o s tuff Consumer profiles To find out detailed Rachael Brown Consumers were Detailed information To find out detailed Rachael Brown Consumers w ere Detailed i nformation Consumers may information about Harry Gaskell asked to photograph was gained from information about Harry Gaskell asked t o p hotograph was g ained f rom have n ot g iven their room and places they visited target consumers Miguel Gillam target consumers Miguel Gillam their room Laura and Jackson places they v isited honest a nswers images of their daily and form their own Laura Jackson images of their daily and form troutine heir own where they were rooms routine rooms going.

Weaknesses Limited destinations to ask consumers would benefit if it could be asked to consumers around the UK. Not face to face so limited response Not face to face so limited response Limited response

Weaknesses Limited response

Not face to face so limited response Consumers may have not given honest answers where they were going.

117

Critical path

March 2014 Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday 1

Prepare secondary research for tutorial

tutorial

Find further journals and group work academic text

group work

Secondary Research Reading around the wide subject matter of was the first research that took place to gain a better understanding of the subject matters that would be discussed

analyse research conducted

Journals: Have been used to gain academic information based around areas covered within this report. 23

Sunday

Websites: Have been a main source of secondary research due to the large amount of information that is provided. Also as the main subject matter of the research document is based on the online apps research into a range of different online services were looked into for key information

Monday

EASTER

Tuesday

Wednesday

Thursday

write

plan creative

EASTER ENDS write

wirte

visuals

collect further creative references

Write

visuals

26 begin app

May 2014 Monday

Tuesday

Wednesday

Thursday create mock up

do touch ups

printers

Printers

photoshoot

collect further creative references

prep for photoshoot

Sunday

Saturday 5

evaluate writing

Notes

review work together

Friday 4

Write

place visuals and writing in document to

continue app

review primary research group so far

April 2014

Write

group work

8 analyse creative references

15 GROUP WORK l

start further visual and creative research

begin to plan research writing

collect further creative references

Databases: Databases such as Mintel and Key Note have been used to gain statistics and information about the current performances within the target demographics buying and selling habbits and alos into key consumer insight.

conduct suverys , beging to prepare street questions

Interim Presentation for individual

Notes:

try to specify specific consumers

preperation for interim

Books: Have been used to better understanding of the buying and selling culture. Also to gain insight to the other areas that have been covered within this research document such as social media and the overall digital presence of consumers

tutorial start to begin primary research

printers hand in

tutorial

7 continue layout

8 appendix

Friday

Saturday

video

appendix

FINAL HAND IN

118

Notes:

119

Appendix 2

Appendix 1 Asking student consumers in the street around Nottingham Trend university as to what are the biggest worries at university appart from work?

im skint stop waisting money

A survey was sent find out if student consumers use online buying and selling services and what dvices they access the services on

Do you use online buying and selling services such as ebay? get more money

how to afford printing

where to live next year

What device do you use when search secondhand buying and selling sites ?

find a new job

arguing with flamates

stop eating rubbsih

120

121

Appendix 3 Questionnaire sent to target consumers to find out if they would use the proposed app.

“This is just a service i wish there was im about to finish uni and i need to get rid of all these books easily” YES

“THIS IS JUST THE SERVICE I WISH THERE WERE IM ABOUT TO FINISH UNI AND I NEED TO GET RID OF ALL THESE BOOKS EASILY” “I would use this I always decide last minute to go out and cant find anything to wear”

DOES POSTAGE PRICE EFFECT YOUR DECISION OF BUYING ITEMS ONLINE ?

“I WOULD DEFINATLY USE THIS SERVICE ITS SIMPLE AND CONVENIENT” “I like the fact that it is 100% other students that you are interacting with. I think that it makes it much more appealing because you will definatly find people with similar style, intrests and course through it” “I WOULD USE THIS I ALWAYS DECIDE LAST MINUTE TO GO OUT AND CANT FIND ANYTHING TO WEAR” “I would prefare using a service like this rather than say ebay because its right on your doorstep and easy to collect the items whever suits you”

WOULD A LOCAL SERVICE WERE THE BUYER IS ABLE TO MEET WITH THE SELLER TO EXCHANGE PAYMENT AND ITEM APPEAL TO YOU ?

“ I WOULD PREFARE USING A SERVICELIKE THIS RATHER THAN SY EBAY, BECAUSE IT IS RIGHT ON YOUR DOORSTEP AND EASY TO COLLECT THE ITEMS WHENEVER SUITS YOU “

“It seems like a logical service I have loads of things I want to sell but sometimes I can never be bothered with the hastle of sending things” “I WOULD PREFARE TO HAVE MY ITEMS DELIVERED I DONT LIKE SERVICES LIKE THIS IV SEEN SOMETHING SIMILAR WALLAPOP” WOULD YOU USE A SERVICE WERE YOU ARE ABLE TO BUY AND SELL ITEMS WITH OTHER STUDENTS FROM YOUR UNIVERSITY, BEING ABLE TO MEET TO EXCHANGE ITEM AND PAYMENT AT A TIME THAT IS CONVENIENT BETWEEN BOTH BUYER AND SELLER?

122

“I dont think id like to meet people that’s the whole point of online shopping. Not going out to get the item” “I WOULDNT WANT A FACE TO FACE COLLECTION DUE TO SAFETY BECAUSE YOU DONT KNOW WHO YOU ARE MEETING”

123

Appendix 4 Screen shots of target consumers phones to find out what apps they are currently using. Popular Apps have shown to be Snapchat , Instagram , Facebook, Twitter and ebay.

124

125

Appendix 5 The target student demographic were asked to photograph what items in their room that they would currently sell

Appendix 6 A survey was sent out to students to find out what are the most popular second hand services that they use.

DO YOU FEEL COMFORTABLE TO SHOP ON A STUDENT BUDGET?

HAVE YOU USED ANY OF THE FOLLOWING?

YES 38% NO 62%

EBAY 86% ASOS MARKETPLACE 36%

GUMTREE 18%

126

AMAZON 68%

WALLAPOP 4%

127

Appendix 7

Appendix 8

Interviews have been conducted with consumers who are regular at buying and selling second hand items online via different services. Sarah Wells 22 What websites/ apps do you use to buy/sell items ? Ebay mainly I used Gumtree quite abit when I was travelling not really here though How often do you use such websites? Weekly, fortnightly monthly etc.. Id say I use ebay every two weeks Volume What items do you usually buy ? Clothes, technical goods What items do you usually sell? Clothes, books, How many items will you list at a time ? 1 to 5

Danielle Priestly 19 What websites/ apps do you use to buy/sell items? eBay How often do you use such websites? Weekly to browse Volume What items do you usually buy ? Nail polish, books, iPhone charger! Sometimes accessories eg. Straw hat, beach bag, costume jewelry- all brand new What items do you usually sell? Clothes How many items will you list at a time ? Around 4 How many items within a month period would you buy ? 1/2 How much is the usual price spend on items? About half price of normal retail price

How many items within a month period would you buy ? between 1 and 5

Can you give an example of how much money you have made within a month ? £15? Brand loyalty

How much is the usual price spend on items e.g a dress? £10 to £20

When shopping on such sites do you look for specific brands? If so which main brands do you search for? topshop, h&m

How much money you have made within a month ? Not a lot, between £10-30

Do you look for specific trends? No

Brand loyalty When shopping on such sites do you look for specific brands? If so which main brands do you search for? Topshop, urban outfitters, kurt Geiger, dr martens Do you look for specific trends? Day to day comfortable clothes. Also, items I have seen in store that I will try to find second hand and cheaper

Are there currently any sites you use that split the items into trends? No Purchase What process do you feel most comfortable with – posting or meeting to collect items? Why? Posting, Abit embarrassing to meet in person. When you receive or collect your new items do you take pictures of your new purchases? No Do you post pictures of the items on social media sites? If so which? Not really but if I did it would be Instagram

Are there currently any sites you use that split the items into trends? No What process do you feel most comfortable with – posting or meeting to collect items? Why? Postage is my preferred method. It’s quick, simple and almost always reliable Post purchase When you receive or collect your new items do you take pictures of your new purchases? Yes Do you post pictures of the items on social media sites? If so which? Instagram, Twitter

128

129

Appendix 9 Michael Posner 20

Jake Holland 21

What websites/ apps do you use to buy/sell clothes ? I use Asos Marketplace, Wallapop, EBay & a group on Facebook called ‘Allow The Bootsale’ to sell, I don’t really use any to buy stuff though

What websites/ apps do you use to buy/sell items ? Ebay and Amazon

How often do you use such websites? Weekly, fortnightly monthly etc.. I use them weekly Volume What items do you usually buy ? I don’t usually buy things on there but I sell clothes mostly, sometimes bags or accessories How many items will you list at a time ? I list about 6+ items at one time How many items within a month period would you buy ? I rarely buy things, so not even once a month.

How often do you use such websites? Weekly, fortnightly monthly etc.. Id say most weeks id buy stuff Volume What items do you usually buy ? I usually buy games and clothes How many items will you list at a time ? Id list 1 at a time I usually buy things How many items within a month period would you buy ? Id buy sometimes an item a week Im always finding different things .

How much money you have made within a month ? I usually make anywhere from £5 to £15 on one item, I make on average about 40 in a month

How much money you have made within a month ? I don’t make that much because im usually buying things but when I do depending on the item iv made over £40 for some headphones

Brand loyalty When shopping on such sites do you look for specific brands? If so which main brands do you search for? I don’t look for specific brands as such but I wouldn’t buy anything unbranded or from Primark for example

Brand loyalty When shopping on such sites do you look for specific brands? If so which main brands do you search for? Id look for different brands for different things with clothes I like urban outfitters but then ill look at what electrical goods are on I got a new amp the other week

Do you look for specific trends? I usually know what I want if I’m looking for something online so i don’t know if that counts as trend specific? For example I’m watching some topman Joni jeans on eBay but I knew I wanted that specific style

Do you look for specific trends? No I just get things that I like I don’t really follow trends

Are there currently any sites you use that split the items into trends? There aren’t any websites that I use that split by trend What process do you feel most comfortable with – posting or meeting to collect items? Why? I prefer to post items as it’s safer, I have met people before and it’s been fine but just depends on what I think of the person tbh from the conversation I’ve had with then When you receive or collect your new items do you take pictures of your new purchases? I sometimes photograph stuff I’ve bought brand new on Instagram but as I say I don’t really buy second hand a lot, only if something is really worth it

130

Appendix 10

Are there currently any sites you use that split the items into trends? No iv not seen any that would be a good idea though What process do you feel most comfortable with – posting or meeting to collect items? Why? Depending on the item that I am picking up say if its something musical I would much prefare to go and try that out and see them face to face but with clothes I don’t mind postage When you receive or collect your new items do you take pictures of your new purchases? I do sometimes if it’s a bargain id post them to twitter and istagram

131

APPENDIX 11 Email interview with Alexa Varsavsky to find out information of why she started the company Modabound and what was the best route to consumer.

Appendix 12 PESTLE analysis

POLITICAL

ECONOMICAL

SOCIAL

TECHNOLOGICAL

ENVIRONMENTAL

132

Trading regulations will be considered Consumer protection and privacy issues

Stages of the business cycle will be tested along the way measuring success of the brand, Recession and the amount of items that consumers are wanting to sell, Unemployment growth in the UK

Sustainability growing trend consumers are wanting to look after the products that they have, Rise in the visual culture

New technology and innovations can effect new competitors such as wearable tech.

The rise of consumers who are much more confident and are participating in recycling.

133

Appendix 13 Visual analysis of competitors colours and websites.

134

135

Appendix 14 Design development

136

137

APPENDIX 15 Nottingham Trent University School of Art and Design

CONSENT FORM

Project Title: …………………………………………..

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form 1.

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

4. ___________________ __________ __________________ Name of respondent Date Signature For office use only Name of researcher taking consent …………………………………………. Date ……………………………………… Signature

138

Student Ethical Toolkit, version 2 24.10.2011

Nottingham Trent University School of Art and Design

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form 1.

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

Page 1

Student Ethical Toolkit, version 2 24.10.2011

Page 1

139

Nottingham Trent University School of Art and Design

CONSENT FORM

Project Title: …………………………………………..

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

Student Ethical Toolkit, version 2 24.10.2011

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

140

Nottingham Trent University School of Art and Design

Page 1

Student Ethical Toolkit, version 2 24.10.2011

141 Page 1

APPENDIX 16 School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session:

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session: Learning issues to discuss in session:

Feedback from session: Feedback from session:

Tasks for next session: Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

Signed (student)

142

143

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project

144

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

145

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project

146

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

147

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project

148

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: Name :

Independent Research Project

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

149

150

151

152