TheFashOn. THE ONLINE FASHION DESTINATION
S C I T S I G LO
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TheFashOn. The Ultimate Online Fashion Experience
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CONTENTS CHAPTER
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INTRODUCTION
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CHAPTER ONE 7. BRAND AND BUSINESS 1.1 1.2
THE BRAND 1.1.A. BRAND COMPETITORS 1.1.B. TARGET MARKET THE BUSINESS 1.2A. PREMISES 10 1.2.B. EMPLOYEES 10
CHAPTER TWO 11. THE WEBSITE 2.1 WEBSITE DESIGN 2.2 DOMAIN NAME AND HOST 2.3 E-COMMERCE 2.4 SOCIAL NETWORK 2.5 THE APP 2.6 MAGAZINE 2.7 VIDEO 2.8 ADVERTISING 2.9 WEBSITE MAINTENANCE
CHAPTER THREE THE PRODUCTS
3.1 RETAIL PRODUCTS 3.2 PRODUCT DISPLAY 3.3 POSTAGE AND PACKAGING 3.4 DELIVERY
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CHAPTER FOUR 19. PROMOTION 4 PROMOTION 4.1 PROMOTIONAL LOOK BOOK 4.2 PRESS RELEASE 4.3 STATIONERY 4.4 ONLINE PROMOTION 4.4.A. PROMOTIONAL VIDEO 4.4.B. ONLINE ARTICLES 4.4.C. PPC CAMPAIGN 4.4.D. QR CODE 4.4.E. SEO 4.4.F. VIRAL MARKETING 4.4.G. SOCIAL MEDIA PLATFORMS 4.5 FUTURE PROMOTION 4.6 FLASH SALES 4.7 THEFASHONISTA STYLE NOTES
CHAPTER FIVE 23. LAUNCH 5.1 5.2
LAUNCH EVENT WEBSITE LAUNCH
CHAPTER SIX LOGISTICAL IMPLEMENTATIONS
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6.1 TIMESCALE 6.2 COST LIST 6.3 WEBSITE DESIGN PACKAGE CONTENT 6.4 PREMISES INFORMATION 6.5 QUALITY CONTROL CHECKS
CHAPTER SEVEN 33. SUMMARY 7.1 SUMMARY 7.2 REFERENCES
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LOGISTICS DOCUMENT INTRODUCTION Welcome to TheFashOn.com.
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Figure 1,2,3: TheFashOn.com display examples
INTRODUCTION
The website hosts fashion e-Commerce, and a social networking feature to build TheFashOn.com community. The website offers "The Ultimate Online Fashion Experience" by combining fashion, shopping, socialising, style and interaction. The Logistics Document will explain how the website will work from concept to design to dreation to dromotion to launch. The document identifies the logistical implementations of creating the website, the costs incurred, the strict timescale to be worked to, and other elements that ensure the concept to become a real product and experience for the consumer. The document has been broken down into Seven Chapters; 1. BRAND AND BUSINESS 2. THE WEBSITE 3. THE PRODUCTS 4. PROMOTION 5. LAUNCH 6. LOGISTICAL IMPLEMENTATIONS 7. SUMMARY
1. BRAND AND BUSINESS Chapter One will explain TheFashOn.com brand and business. 2. THE WEBSITE Chapter Two will explain the website design, website features and content and website maintenance. 3. THE PRODUCTS Chapter Three will discuss the products being sold on the website, product display, and postage and packaging. . 4. PROMOTION Chapter Four will explain how the website will be marketed to the prospective target market. 5. LAUNCH Chapter Five will explain how, when and where TheFashOn.com will be launched. 6. LOGISTICAL IMPLEMENTATIONS Chapter Six presents the logistical implentations incurred for the concept. 7. SUMMARY Chapter Seven will conclude the report.
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TheFashOn.com is a fashion website retailing exclusive must-have luxury fashion. The website content, style, features and retail products are to target the higher end of the fashion market.
CHAPTER ONE BRAND AND BUSINESS Chapter One will explain TheFashOn.com brand and business.
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LUSCIOUS
MUST-HAVE FASHION
EXPERIENTIAL ULTIMATE REVOLUTIONARY
VIBRANT
BEAUTIFUL
NEW
FUN
SOPHISTICATED IRRESISTIBLE
EXCITING
INTERACTIVE
QUALITY
INNOVATIVE
ADDICTIVE LUXURIOUS
UNIQUE
SLEEK
TheFashOn.com Brand Key Words
1.1 THE BRAND
The brand name, TheFashOn.com, is a combination of the words "Fashion" and "Online" to create "FashOn". "The" is used to make the name more official and .com is used to enforce the online existence of the brand. The brand name is short, sharp and memorable.
TheFashOn.com will replicate the experience of shopping in a luxury fashion store and transform and evolve it into an online experience. TheFashOn.com provides the consumer with a luxury online fashion experience making them feel exclusive and special. As with luxury fashion, TheFashOn. com will have the "I Want" factor. People will see something that not everybody can afford or have and have the opportunity to buy the product. TheFashOn.com will work to become a trusted source of content and information in the fashion industry, retailing the best products available on the market.
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TheFashOn.com brand strives to be luxury, professional, experiential, innovative, sophisticated and new. It has been designed to fill a gap in the market for a new exclusive fashion e-commerce website with a social networking platform for members. The website will be diverse and intriguing using the latest website design technology.
Figure 4: Brand Competitor: Net-A-Porter.com
Figure 5: Brand Competitor: My-Wardrobe.com
Figure 6: Brand Competitor: SHOWstudio.com
Figure 7: Brand Competitor: Vogue.com com
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1.1.A. BRAND COMPETITORS
1.2.B. EMPLOYEES
TheFashOn.com aims to be in the same online luxury fashion category as Net-APorter.com and My-Wardrobe.com, the experiential website category of ShowStudio. com, and be as informative as Vogue.com. TheFashOn.com must be revolutionary, more interactive, interesting, diverse and more addictive than those of the competitors to gain attention from the target market whom will be aware of these websites.
To manage the website and control the business will require a team of employees. A guideline for the first year of business includes:
TheFashOn.com target market is prominently women from all over the world who are interested and well informed about fashion. They have a large disposable income they enjoy spending on fashion. They have appliances like the iPad, iPhone, Blackberry, Laptop, PC, with Internet access from any place at any time. 1.2 THE BUSINESS TheFashOn.com is a new concept for a Website and a business proposition. The business will be built around four key elements: Design, Build, Management and Evolution. It will require investors or a loan to launch as a business and to start retailing. The USP (Unique Selling Point) of the Business is that it offers consumers an opportunity to purchase must-have fashion products in an easily accessible arena of the Internet at a time when they are unavailable from anywhere else. TheFashOn.com operates in a way to keep the consumer visiting the website. Exclusive products only available from TheFashOn.com are uploaded on to the website until sold. A limited amount of each product is available to add to the exclusivity of the item. Stock will be minimal to keep cash flow through the business healthy. 1.2.A. PREMISES In the first year of establishing the website and business the premise will fit 5 people, a storage space with postage and packaging room and access for deliveries and couriers. A premise in fashion capital London is desired,
Company Director - Manage all business operations and creatively direct the website. Fashion Buyer - Directs what products the website will retail, manages product photography and writes product information. Customer Care - Looks after customer needs by responding to emails and telephone calls as well as being the stylist. Postage and Packaging - Unpacks deliveries, product quality control check, prepares products for postage, and manages returns. EXTERNAL EMPLOYEES Website Designer - Designs and produces the website with 24/7 maintenance help for any possible technical faults. Letting Agency - Takes care of premises and upkeep of offices. DHL Delivery Couriers - Takes deliveries daily to be sent to customers. PROJECTED NEEDS Personal Stylist - Style advice and product recommendations. Have full knowledge of designers, garments, styling and up to date current fashion trend advice. Delivery Team - With TheFashOn.com branded delivery vans. In-House Website Designer - To control the website from the premises. Photographer - Photograph products in TheFashOn.com in-house studio.
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1.1.B.TARGET MARKET
IN-HOUSE EMPLOYEES
CHAPTER TWO THE WEBSITE Chapter Two will explain the Website design, Website features and content and Website maintenance. .
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Figure 8: Website Content Proposal
2.1.WEBSITE DESIGN
2.2. DOMAIN NAME AND HOST
The design of TheFashOn.com website must be responsive to multiple viewports and contend with the displays of laptops, computers, smart phones, netbooks and tablets as well as navigation by mouse, buttons and touch screen and vertical or horizontal orientation.
The Domain Name (Internet Address) for the website is www.TheFashOn.com. TheFashOn.com is the brand name. Both the Domain name and brand name being the same make the overall impact of the business stronger and more official.
More CSS3 and HTML5 will be used by website designers from 2011 and less Flash. The technology of CSS3 is quickly increasing and will enable mobile web design to be optimised to the standards of website design.
Website hosting is where the website "Lives". This will be through the website design company.
The "Business E-Commerce Package" by White Room Creations is a complex professional package offering exactly what TheFashOn.com requires. It provides the best potential in the online retail market, by catering intelligently for the UK market, and creating a sophisticated proffessional final website. Consultation with the website design company will involve an initial consultation to discuss the design brief, competitors and how the website will operate then weekly meetings throughout the design process. com
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2.3. E-COMMERCE
2.4. SOCIAL NETWORK
E-Commerce will generate income and profit for the business. The website will be accessible from all over the world. The location of the consumer will be detected and the relevant currency and language will be applied to the website. This invites a wider customer base, and hopefully more sales.
The Social Network feature is called "TheFashOnista". This Social platform helps build a community on TheFashOn. com, giving the consumer more of a reason to return to the website. TheFashOnista is accessed through a "Sign Up" then/or a "Sign In" page, all members of the TheFashOnista social network will be known as "FashOnistas", collectively known as "TheFashOnistas".
Providing personal online security for the customer is a vital action for TheFashOn.com to implement. Safe online payments protect the customers accounts and encourage their trust in the website. The payment system for the website will be fully secured to prevent fraud and Internet hackers. The website will be Cyber Trust Certified. The latest SSL (Secure Socket Layer) encryption technology to store and safely transmit the personal credit card information of the customers through the computer systems will be implemented. All orders will be processed through a secure checkout system with CAPTCHA (Completely Automated Public Turing Test to tell Computers and Humans Apart). This security precaution defines whether it is a person or a machine making an order. The customer will need to enter the words exactly as they appear into the box next to them to continue with the payment. The payment system will accept Visa, MasterCard, American Express, Delta, Maestro Credit and Debit Cards. Costumers billing addresses will be matched to the address on file with their personal credit card company. Orders may also be placed by telephone with a Customer Care assistant.
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To create a FashOnista account requires customer details including name, email address, occupation and date of birth. These details will be analysed by the website to generate information as to whom is using the Website and help evolve features and design to suit the audience. Email addresses will be added to TheFashOn.com database and contacted regularly with "TheFashOnista Style Notes" (the glamorous Newsletter) regarding latest updates and information. FashOnisas can track orders and review previous purchases, request a "Returns Envelope", build a personal "Desires" list able to email to friends and family or print and add sold out items too to be informed if more stock arrives, save address and card details so future shopping is even quicker (Credit Card details may be removed by the customer if they wish), view products in the monthly "Magazine" and sign up for notifications via email or text when they are available to purchase, view other FashOnista "Profiles" where photographs of personal style can be uploaded and clothes worn have the designer or brand tagged in for others to see. Before the official website launch the homepage will host a sign up page to become a "Platinum FashOnista". They are founding members/testers of the Website.and requires users name, email address, and home address to apply. They will receive an official email invitation to an early launch of the website where some products will be available to view but unavailable to purchase. This has benefits for the consumer: they have VIP access to the website before official launch, and for the business: customers will test the website and provide feedback on any problems or faults and provide word-of-mouth advertising for the website..
2.5 THE APP
2.8 ADVERTISING
An App for TheFashOn.com will be designed by the website design company and be available to download from the Apple App Store. The App will be designed to offer the same quality and features as the website so the consumer can access the website anytime.
To increase income and profit into the business, the website will advertise fashion brands. The advertisements will be like the advertisements inside luxury fashion magazines. The advertisements will have direct links to the host website to add ease of use for the consumer. With a simple click over the advertisement, they are directed in a new page to the website of said advertisement. The advertisements will be specially edited to suit TheFashOn. com to keep the website looking professional, sophisticated and exclusive.
A magazine will be published and uploaded onto the website with style advise, articles about new and future products, interviews with designers and other fashion features. The magazine will be monthly when the business has more employees. 2.7 VIDEO Fashion videos will be uploaded onto the website to inspire the consumer. The promotional video is the first video project, then the video from the event. 2.5 TYPEFACE The Typeface for the Website is "rosie". This Typeface is clean, sophisticated, and visually represents the brand. It will be used on all of TheFashOn.com written material to keep a brand strongly united.
2.9 WEBSITE MAINTENANCE The website will need regular updates and maintenance to keep it current. This is charged on a per hour basis by website design companies and depends on the job. The website design company provides 24/7 help and support, so if a fault were to happen with the website technical guidance is readily available with telephone step by step guides, online videos for support and/or professional website maintenance.
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2.6 MAGAZINE
CHAPTER THREE THE PRODUCTS Chapter Three will discuss the products being sold on the website, product display, and postage and packaging. .
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ALEXANDER WANG HERMES
CLOTHING Luxury fashion garments.
BAGS The must-have handbag of the season
CHANEL LARA BOHINC
JEWELLERY Beautiful quality jewellery.
BEAUTY Make-Up, beauty products, cosmetics.
MANOLO BLAHNIK
NAOMI AND D&G
ART Fashion drawings, paintings, prints and photography.
EXCLUSIVE Designer collaborations, limited edition, one off pieces.
LFW
KARL LARGERFELD
BOOKS Beautiful high end fashion publication, signed.
TICKETS Exclusive fashion event tickets.
Figures 9, 10, 11, 12, 13, 14, 15, 16: Website Retail Product Examples com
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Figure 17: SHOWstudio.com Product Display Thumbnails
Figure 18: SHOWstudio.com Product Display Photography and Information
Figures 19, 20, 21, 22: SHOWstudio.com Product Photography
3.1 E-RETAIL PRODUCTS
3.2 PRODUCT DISPLAY
TheFashOn.com will retail the most exclusive must-have high end authentic fashion garments, accessories, beauty products, books, art pieces, and exclusive event tickets. Products will be added to the website by TheFashOn.com in-house team and automatically removed when sold out. Stock will be limited and include one-off pieces. Products will only be available from the website at point of sale.
The photography of the products will be multi-view 3D (Three Dimensional) HD (High Definition) so the whole product can be viewed. Images must be sharp, full colour, high quality and able to zoom in. Because computer monitors vary colour display cannot be guaranteed to be completely accurate and so must be described in detail. A size guide will be included as product sizes vary.
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Figure 23: Example of Signature Packaging for Postage
Figure 24: Postage and Packaging Costs
3.3 POSTAGE AND PACKAGING
3.4 DELIVERY
TheFashOn.com will send products to customers nationally and internationally. Destinations are shipped to on a DDP (Delivery Duty Paid) basis meaning all relevant import taxes and duties will be included in the product price. The Invoice Shipping Label Generator feature on the website will automatically create invoice and shipping labels.
Standard delivery costs for customers living in Europe will be "free" as these charges will be included in the price of the product. This method of offering "Free Delivery" to customers has been proven to encourage impulse buys and repeat purchases from a website. Customers living outside Europe will have to pay for delivery. Once payment and delivery details have been approved, the customer will receive a confirmation email and then orders will be delivered by DHL. London Exclusive delivery offers customers living in London same day delivery seven days a week. Delivery is from 9am-5pm Monday to Friday. TheFashOn.com will aim to process, package, ship and deliver orders within 24 hours. All items are insured against theft and accidental damage whilst in transit from TheFashOn.com to the shipping address. A signature will be required upon receipt.
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TheFashOn.com will have a signature packaging for all products sent to the customer. This protects the product during postage, presents the product beautifully and provides storage for the product.
CHAPTER FOUR PROMOTION Chapter Four will explain how the Website will be marketed to the prospective Target Market.
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Figure 25: Example of Look Book Design
4.1 PROMOTIONAL LOOK BOOK
4.2 PRESS RELEASE
A promotional look book for TheFashOn. com will be produced. This will include an introduction to TheFashOn.com, what the website has to offer, how to use the website, and photographs of retail products to be featured on the website.
A Press Release is a powerful marketing tool and an effective method to get news distributed for generating market awareness. A press release will be written and sent to important people in the fashion industry media such as magazine editors, fashion houses, fashion news websites and high profile bloggers.
The Look Book will be printed on Matte Card and fold out into 7 leaves, size A6. It will be glamorous, chic, informative and intriguing.
4.3 STATIONERY TheFashOn.com letter heads, envelopes, packaging and business cards will be printed with the logo, website address, contact details and QR code for extra brand publicity and professionalism.
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The promotional look book will be sent with the Press Release, used as an advertisement for TheFashOn.com in Vogue, and will be uploaded onto the website for visitors to the website to look through prior to the launch. People will be directed to the Look Book through links to the website posted across the Internet.
4.4 ONLINE PROMOTION
4.4.D. QR CODE
Marketing of TheFashOn.com online is to create links across the Internet pointing to the website in a variety of arenas to generate traffic from a wide range of customers. More visitors to the website will increase search engine rankings.
A QR Code (Quick Response) is a specific matrix barcode (or two-dimensional code) readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.
4.4.A. PROMOTIONAL VIDEO A promotional video made up of snap shots of the website and products is to be filmed and edited in an art/fashion style. The video will be on the homepage of TheFashOn. com before the launch and after and visual advertising. 4.4.B. ONLINE ARTICLES Vogue.com is a respectively admired luxury fashion website. An article and advertisement for TheFashOn.com on Vogue.com prior to the website launch will help to advertise the website to the desired target market. The brand connection between TheFashOn.com and Vogue gives the right appeal to the desired consumer. 4.4.C. PPC CAMPAIGN PPC (Pay Per Click) search engine advertising with Google AdWords helps create instant sustainable traffic to a website. TheFashOn. com website must work in an effective way to covert visitors into sales my enticing them in with desirable products they "MustHave" immediately if a PPC campaign was conducted.
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A QR Code will be generated for TheFashOn.com with a URL link to the website homepage. The QR Code will be attached to all promotional material for TheFashOn.com to create instant traffic to the website. 4.4.E. SEO SEO (Search Engine Optimization) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. This is generated depending on how many clicks the website recieves so promotion must be successful to achieve SEO. 4.4.F. VIRAL MARKETING Viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness. It can be delivered by word of mouth or enhanced by the network effects of the Internet. Viral traffic is free and can approach a wide audience so viral promotions will take the form of videos, newsletters and alternative marketing campaigns.
4.4.G.SOCIAL MEDIA PLATFORMS
4.5 FUTURE PROMOTION
The prevalence of social media platforms make this arena an attractive and successful marketing tool. The following social media actions will be performed:
Regular Blogging, Tweeting and Facebook page updates will consistently promote the website. Alternative promotional tactics will be put into place to promote TheFashOn.com. An online marketing strategy for TheFashOn. com is to write articles about exclusive musthave luxury fashion to be uploaded onto fashion websites with a URL link to the website. This will generate one-way in-bound links for boosting search rankings, attract lasertargeted "ready to buy" visitors to the website and position TheFashOn.com as an expert in the fashion industry.
Blogging is a powerful SEO (Search Engine Optimisation) tactic and will increase natural search engine rankings and traffic. TheFashOn.com Blog will be updated daily with website updates, latest products to be added, fashion industry news, style advice, fashion recommendations, and anything else that will appeal to the customer. The blogs RSS feed will be submitted to RSS Feed submission sites and blog directories to generate sustained traffic from the "Blogosphere". The blog will be accessed through the website or if searched for. FACEBOOK PAGE A Facebook page will market the website in an established social network attracting Facebook users to "Like" the page and be informed about TheFashOn.com. TheFashOn.com will be promoted to their friends, and to friends of those friends and so forth. The Facebook page will host regular updates to entice Facebook users to visit TheFashOn.com website. TWITTER ACCOUNT A Twitter account is an effective way to stay in contact with the target market keeping them informed with what is happening on TheFashOn.com on a regular basis by daily "Tweets"
4.6 FLASH SALES Flash Sales generate buzz and media attention. Using the opportunity to invite customers to sign up to be invited to a flash sale event gains more contact addresses for TheFashOn.com to advertise to in the future. Flash sales attract different types of customers to visit the website with intentions of finding something they would not usually purchase. A Flash Sale retailing a special product at a low cost will be held on the first Birthday of the website as a celebration day. 4.7 THEFASHONISTA STYLE NOTES TheFashOnista Style Notes is a glamorous Newsletter. It will not be called a Newsletter as this is usually associated with junk mail. TheFashOnista Style Notes will be sent to TheFashOnistas by email and picture message regarding updates, new products, flash sales, website features etc.
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THEFASHON.COM BLOG
CHAPTER FIVE LAUNCH Chapter Five will explain how, when and where TheFashOn.com will be launched.
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Figures 26, 27, 28: Event Venue: The Gallery, Skecth London
5.1 LAUNCH EVENT
5.2 WEBSITE LAUNCH
A launch event will be held on the same night as the official website launch. The venue will be Sketch, 9 Conduit Street, London hosted in The Gallery. Sketch will provide reception drinks and CanapĂŠs. This venue is cool, interactive, memorable and high impact which will have a lasting effect on the guests as well as the website consumer. The promotional video, Look Books, retail products and iPads with TheFashOn.com open for interaction will be available. 200 guests including fashion industry professionals, magazine editors, fashion journalists, fashion designers, high profile bloggers and celebrities will be invited. The launch will be filmed and streamed live on the website for viewers at home. Filming will be restricted to a certain area of the event to not intrude in the guests privacy. The content of the film will be guests at the event looking at the products available to purchase on the website, so the viewers watching the footage can see the products. A film will be made with the best parts of this footage with exclusive interviews to be later uploaded onto the website.
The official launch of the website is on the same night as the launch event, which is on Thursday 15th September 2011, in time with London Fashion Week. Before the website goes live, the URL address will direct the customer to a homepage which offers the customer the chance to become a "Platinum FashOnista". Once live, customers can become "FashOnistas". The launch of the website will be like an event for the consumer, live video footage will give an exclusive impact. Products will be avalable to purchase. The website will have been viewed and tested by the Platinum FashOnistas and any problems or errors will have been fixed.
The event is a costly outlay, but an important method to launch TheFashOn.com in the best possible manner. The right venue, guests and overall event will impact upon the customer and therefore the future of the website. com
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CHAPTER SIX LOGISTICAL IMPLEMENTATIONS Chapter Six presents the logistical implentations incurred for the concept.
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The following pages present a precise week by week plan showing what must be implemented each week for the website to be created. A cost list with all costs incurred with producing the website, business, promotion and launch. The content included in the "Business E-Commerce Package" to understand what the website will feature. All relevant information regarding the premises. Finally a guideline for quality control checks to keep the business professional.
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6.1 TIMESCALE
DATE
ACTION
WEEK 1 – WEEK 4 RESEARCH
Initial research into final concept. Key r esearch points include: Market Research, Website Concept, Target Audience, W ebsite Products, and Website Design. Contact luxury fashion designers and brands to feature products on the Website. Get relevant contact details (direct telephone number, e-mail address and contact address) of correct person within sales departments of companies. First discuss idea on the telephone, and then send information pack about the Website with further details. Follow up with e-mails and telephone calls. Sign contracts with luxury fashion brands to sell their products via the Website. Products are professionally photographed in a studio for the Website and Look Book . Photo shoot filmed for Promotional Video. Photography Studio with photographer, lighting equipment, makeup artist and stylist booked for session to photograph products for Website. Photographs edited by Photography Studio, proofed by me then sent to Website Design company to be uploaded onto Website. Caption about product written then sent to Website Design team to be uploaded. Photographs and filming edited. Information regarding pieces written for Look Book and Website. Choose company to take on W ebsite Design job who has experience in Online Fashion e-Commerce. Appointment with Website Designer to discuss the Website brief, how the Website aims to be perceived, competitors, and overall design. Purchase Website Domain name and e-mail address. Supervision of Website design throughout process to ensure final outcome of Website design reaches high specification. Website Design Team to start Design of the W ebsite. Stay in regular contact and conduct quality control. Homepage designed, check design. Product photographs and written piece put together to create product display. Social Network feature of W ebsite formed.
WEEK 5 FASHION BUYING
WEEK 6 PRODUCT PHOTOGRAPHY & FIL MING
WEEK 7 PRODUCT DETAIL WEEK 8 WEBSITE DESIGN CONSULTATION
WEEK 9 WEBSITE DESIGN: HOMEPAGE WEEK 10 WEBSITE DESIGN: PRODUCT DISPLAY WEEK 11 WEBSITE DESIGN: SOC IAL NETWORK WEEK 12 WEBSITE DESIGN: PRELIMINARY HOMEPAGE WEEK 13 WEBSITE DESIGN: BUSINESS ELEMENTS WEEK 14 WEBSITE DESIGN: FINALISATION WEEK 15 PRELIMINARY HOMEPAGE LAUNCHED WEEK 15 LAUNCH EVENT PREPARATIONS WEEK 15 PRESS RELEASE WEEK 15 SOCIAL MEDIA PROMOTION THURSDAY 15 LAUNCH
TH
SEPTEMBER 2011
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Homepage to greet visitors prior to Website launch created.
Email addresses created, business contacts, terms & conditions added to Website. Final Website design put together and tested. Welcome page for visitors to Website launched with “Become a Platinum FashOnista” page. Guest List created then i nvitations and Look Book for launch party sent to guests. Press Release created by PR Company to be sent out to luxury fashion magazine editors, popular fashion bloggers, and fashion news Websites to publicise Website launch. All social media promotion to be conducted to increase SEO. Includes: Blogging, Facebook page creation, Twitter account creation and Tweeting. Launch Event and Website goes lives with exclusive live streaming of event. App available to download.
6.2 COST LIST
SUPPLIER
PREMISES London Office Space EMPLOYEES Company Director Fashion Buyer Customer Care Postage & Packaging Team WEBSITE DESIGN Business E-Commerce Package 24/7 Support Domain Name & Web Hosting Email Accounts Built-In Processing Suite Secure Online Payment App Website Maintenance Per Hour QR Code LAUNCH EVENT Launch Event Invitations X 300 Printed Envelopes x 300 Promotional Look Book x 5000 Venue Hire The Gallery, Sketch Canapes and Bowl Food Reception Drinks 2.5 gls pp Photographer Filming and Editing MEDIA PROMOTION Press Release Promotional Look Book in Vogue x 5000 The Daily LFW Paper Flyers x 500 ONLINE PROMOTION Vogue.com Online Article Promotional Video TheFashOn Blog TheFashOn Facebook Account TheFashOn Twitter Account Email Newsletter STATIONERY Business Cards x 500 A4 Conqueror Letter Heads x 100 Printed Envelopes x 5000 PRODUCT PACKAGING Customised Packaging X 1000 Branded Tissue Paper Sheets x 480 Printed White Ribbon 24mm x 400m PRODUCT PHOTOGRAPHY Photography Session Photograph Retouching Work Per Hour TOTAL
COST £27,000.00
Garden Studios
£2250pcm £100,000.00 TheFashOn.com N/A TheFashOn.com £10ph TheFashOn.com £10ph TheFashOn.com £10ph £2,995.00 + White Room Creations £2,995.00 White Room Creations inc. White Room Creations inc. White Room Creations inc. White Room Creations inc. White Room Creations inc. White Room Creations inc. White Room Creations £60.00 Kaywa QR Free £9,413.00 London Print £350.00 London Print £175.00 London Print £427.00 Sketch £3,000.00 Sketch £40.00 Sketch £21.00 Zooeye £600.00 Picture Perfect Productions £4,800.00 £1,527.00 DeVetta PR £1,000.00 London Print £427.00 The Daily £100.00 £0.00 Conde Nast N/A Youtube.com N/A Blogspot.com N/A Facebook N/A Twitter N/A TheFashOn.com N/A £618.00 London Print £99.00 London Print £150.00 London Print £369.00 £722.90 Tiny Box Company £580.00 Tiny Box Company £18.90 Widdups £124.00 £650.00 + Zooeye £600.00 Zooeye £50.00 £139,280.90 +
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ITEM
6,3 WEBSITE DESIGN PACKAGE CONTENT
PROMISE Lifetime Quality Guarantee
Any technical problems with the website are fixed immediately free of charge. The website will be regularly tested.
24/7 Support
Experienced hosting consultants available on 24/7 telephone support, technical team available via email, or online “How To” video guides available to watch.
WEBSITE HOSTING & DOMAIN Domain
Web address included for first year, then £20 yearly update subscription. Secure E-Commerce Hosting designed to provide “bulletproof reliability and unbeatable 24/7 telephone support”.
Hosting Email Accounts
Unlimited amount of email accounts with online administration to quickly manage and create email accounts (with built in Spam Control) accessible from any computer, anywhere in the world. Shows what visitors to the Website are doing during their visit, and how many visitors the Website has, through Comprehensive Statistics on their browsing behaviour, so products and marketing can be tailored to ensure more sales.
Real-Time Visitor Statistics
PRODUCT CATALOGUE Product Details
Product image, product title, short description, and full description. Descriptions are HTML-enriched so text, colours, and images can be controlled. Also includes automated thumbnail generator and sharpness filter to ensure best quality images and ‘Buy Now’ button. Helps promote and sell items the customer may not have been originally looking for. Products and Categories can be added with no additional cost Products can be featured in more than one category and won’t need adding twice. Multiple products can be modified simultaneously with the click of a button. Products can be found quickly in product catalogue search facility by title, description, category, SKU, price or weight. Keeps sales up to date so you know how many items are in stock, items are automatically deducted from total upon each purchase. “Low Stock” or “Out of Stock” messages displayed when relevant.
Featured Products Unlimited Products & Categories Multiple Category Products Multiple Product Change Product Search Facility Intelligent Stock Control
SALES Customer Account Facility
Customers can create personal account where they can view, browse, or search their orders history, print invoices and edit personal profile details. Username, Password or both can be recovered easily. Allows customers to find what they are looking for with the quick search facility, or use advanced search facility for more specific searches. Exports sales and customer data for use in a spreadsheet to ensure processing annual accounts is as easy as possible. Sends instant order notification email with full order information as soon as an order is made on the website. Invoices and postage labels can be printed quickly then mark order as processed to notify customer. Information required in order to successfully running sales and the website. Appropriate and current VAT taxing set throughout product range and will show VAT number on invoices.
Password Reminder Facility Quick Search and Advanced Search Facility Exportable Sales Data Built-In Order Processing Suite
Comprehensive Statistics Configurable VAT Settings
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6.3 WEBSITE DESIGN PACKAGE CONTENT CONTENT MANAGEMENT Unlimited Information Pages WYSIWYG Editor DELIVERY Unlimited Settings
Custom
Delivery
Invoice Shipping Label Generator Free Delivery Customer Pricing
Defined
Delivery
Real Time Shipping ONLINE PAYMENT PROCESSING Secure Online Payment Processing Choice of Payment Processor Advice & Guidance WEB-BASED CONTROL PANEL Access From Anywhere Real-Time Changes Unlimited Number of Admin Accounts Web Based Point Of Sale System SECURITY Protection From Hackers Secure Account Information Secure Hosting Firewall Protection Anti-Spam/Anti-Virus/Protection Daily Security Audits Backed Up Data Encrypted Email Functionality
Built in Content Management System (CMS) to allow adding/removal/editing of content pages. Allows quick editing and display of products, categories, manufacturers and information pages to maximise appeal to customers. Website designed to fit with every courier or postal system. Delivery charges can be set by weight total, shopping cart total, flat rate fee or per item. Website automatically creates invoice and shipping labels. Website allows “Free Delivery” mark so customers know there will be no additional charges. Website calculates customer delivery charges based upon where the item is to be delivered, and allows customer to select delivery option to meet their needs for example; next day delivery, standard delivered or requested day delivery. With USPS, FedEx, and UPS. Payments controlled securely and quickly with protection against fraud. Can choose right credit card processing company for the Website. Offers support and help on choosing a credit card processing company. The Website can be accessed and updated from anywhere in the world. Changes and alterations to the Website are immediate. All employees can login and work on the site together Can take and process phone orders and process orders at an event Password protection facility to ensure security and protection from hackers. Built in intrusion detection system to alert you when real-time security notifications of all failed login attempts. Information and customer’s information held securely protected against possible risks. Issues responded to directly 24/7. Advanced Policy Firewall (APF) installed and configured. Real-time Blackhole List (RBL) filtering configured for anti-span protection. Rootkit Hunter and Chkrootkit installed to scan system daily. Daily, weekly and monthly back-ups. Emails PGP-encrypted to ensure they are sent securely and customer data remains confidential.
INNOVATIVE SOCIAL MEDIA TOOLS Facebook Market website through friends, to friends etc with Facebook page for regular updates and messages. Twitter Social Network and Microblogging service to send ‘Tweets’. Social Bookmarking Popular way to store, classify and share search links. Customers can bookmark the site. INTERNATIONAL RETAILING Multiple Currencies Gives the customer a choice of currency with multiple currencies. Intelligently communicating with the latest exchange rate, it makes selling worldwide possible. Multiple Languages Feature enhances the site with a fully automated real-time translation service so consumers can have the site translated into their language. Automatic Location Recognition Automatically recognises which country the customer is visiting from, and then displays the correct language and currency for that country. International Shipping Website automatically calculates shipping cost based on location to be delivered to. com
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6.3 WEBSITE DESIGN PACKAGE CONTENT
SUPERIOR CUSTOMER EXPERIENCE Wish List Facility Customers can make list of products they like. Stored on account page, can be viewed, buy, or emailed to family and friends. Can send offers related to products on list which encourages sales. “Send to a Friend” Facility Featured on every product allows customers to email details of the product to family and friends. Ultimately promotes the Website. Greet Regular Visitors Website recognises repeat visitors and welcomes them by their registered name. Customer Reviews Facility Customers can add reviews about products, website and services. Helps build confidence in potential shoppers. Fast Lane Checkout User-friendly and intuitive checkout procedure for customers. Consists of 4 steps ’Shopping Basket’, ‘Personal Details’, ‘Shipping/Payment’ and ‘Place Order’. Update Product Options on Customers can quickly change product options whilst in Checkout checkout. PRODUCT DISPLAY Detailed Images Multiple images of product can be clicked on and open in pop-up window to see more detail. Product Options Customers can select specific needs of product; size, colour etc. Manufacturers Facility Search by manufacturer or brand and see all products related. MARKETING TOOLS Newsletter System Customers can sign up to receive regular newsletters to keep in touch with them and keep them interested in website. News Facility News can be quickly posted onto the website to keep customers up to date. Discount Facility Offer discounts, vouchers, free shipping, reductions etc to entice purchases from customers. Best Sellers Display best sellers to give credibility to products and promote increased purchasing. Up-Selling Products Offer range of products that are similar or complimentary, displaying more options to customer. Stimulate impulse buys. Recommended Products Customers who bought this also bought... Gift Vouchers Customers can buy and redeem gift certificates. Users Online See how many customers are online at anytime. E-Goods Electronically distributed products; books, music, software, documents. Subscriptions Customers can pay in regular instalments or sign up to paid memberships. PRODUCT PLACEMENT Googlebase List products on Googlebase, Google’s UK product search tool, claimed to be the most comprehensive product search engine. SEARCH ENGINE OPTIMISATION Website Submission Get listed in all top search engines to increase traffic to the site to rank hire on search engines and generate awareness of the business. META TAG Information Every page is promoting its individual offerings to attract more customers. SEO Friendly URL’s To reach full search engine potential. Google Site Map Improve listings on Google and increase sales. Google Analytics Insights into website effectiveness to analyse traffic data. Google AdWords Guide Direct straight to a certain page using section headings, table of contents and glossary as a guide. SEO Guide Guidance for creating search engine friendly URL’s and maximising potential in search engine listing.
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6.4 PREMISES INFORMATION PREMISES BUSINESS CENTRE DESCRIPTION ADDRESS SIZE MONTHLY FEE LICENCE FEE
ADDITIONAL EXTRAS
Garden Studios, 11-15 Betterton Street, Covent Garden, London, WC2H 9BP Serviced Office Space 1st Floor Office Space Shelton Street, Covent Garden 4-5 Person 222 Sq Fr £2250 Per Calendar Month Business Rates, Cleaning, Postal Sorting And Collection, Furniture, Lighting/Heating/Water, Air Conditioning, Maintenance & Repairs, Facilities Management, Reception, Security, 24-Hour Access, Kitchen Facilities, Interview Room, Insurance. Leased Line, Catering, Stationery, Courier Services, Computer Support, Roof Terrace, PA Services, Secretarial, Franking, Document Binding, Facsimile, Photocopying, Intercom System, Professional Support Services
6.5 QUALITY CONTROL CHECKS PROBLEM EVENT Venue backs out Uninvited guests arrive at event Live streaming of event onto website failure WEBSITE Platinum FashOnistas notify website fault
ACTION Back-up venue used, all guests informed by telephone call and in writing. Check off all guests names on guest list. Stream promotional video into problem fixed with notification to viewers.
Inspect problem thoroughly and contact website designer to fix problem immediately. Website failure once it has gone live Contact website designer and either they fix problem or offer guidance for in-house team to fix problem. Website failure message to be uploaded onto the site to notify customers. Promotion doesn’t generate as much Internet Persist in promotional techniques and social traffic as expected networking. Aim to post links to website in as many locations as possible where desired target audience will be. Target Market not as expected Use customer information from website database and reconsider website design and content with in-house team and website designer. Website design company not offering enough Find new company to work with, or if business support has enough income, find in-house website designer. Social Network has negative/inappropriate Remove content immediately and send one content from users out of two warnings to offender. PRODUCTS Fault with product during quality control check Return to manufacturer and request in stock room replacement. Product with fault returned by customer Offer customer refund or replacement. Products sold out “Sold Out” message automatically uploaded onto page. Products not sold Return to manufacturer or keep until flash sale.
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CHAPTER SEVEN SUMMARY Chapter Seven will conclude the report highlighting the most important processes of implementation of the website. It will also identify any potential problems which may occur with a plan of how they can be avoided or resolved to ensure the website can reach its desired potential.
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7.1 SUMMARY To summarise the logistical document, I have explored the logistical issues I can recognise associated with TheFashOn.com concept. The main problem I notice with the plan could be finding funding for the project. A more in depth business plan would be required to achieve the money needed from either investors or a business bank loan. Purchasing products for the website may also be an issue, as TheFashOn.com hopes to retail the best luxury fashion, and high-end designers and brands may not be willing to sell their exclusive products from this arena
until it is more established, so initial starting products may not be as exclusive as hoped, or may be limited to as few as 5 products per week. The timescale and costing plan include all logistical elements of creating the website and business, although in the future, costing and timings may change so would need revising if it were to be implemented in a few years. The project should run smoothly and successfully if all these elements are completed efficiently to create the finished website, TheFashOn.com.
7.2 REFERENCES Page 6 Figure 1: www.apple.com/iphone 02/02/11* Figure 2: www.apple,com/macbook 02/02/11* Figure 3: www.apple.com/ipad 02/02/11*
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Figure 15: www.elle.com 07/03/11 Figure 16: www.stylenews.com 04/03/11
Page 17 Figures 17 - 22: www.showstudio.com/shop 07/03/11*
Figure 4: www.net-a-porter.com 08/03/11 Figure 5: www.my-wardrobe.com 08/03/11 Figure 6: www.showstudio.com 08/03/11 Figure 7: www.vogue.com 08/03/11
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Figure 25: www.cure.com 08/03/11
Figure 8: www.apple.com/imac 6/03/11*
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Figure 23: Adobe Photoshop CS5 * Figure 24: Microsoft Office Excel 2007 Excel *
Page 20 Page 24 Figures 26-28: www.sketch.com/thegallery 07/03/11
Figure 9: www.selfridges.com/alexanderwang 07/03/11 Pages 27-32 Figure 10: www.hermes.com 07/03/11 Tables generated on Microsoft Office Excel 2007* Figure 11: www.larabohinc.com 07/03/11 Figure 12: www.fenwicks.com/beauty 08/03/11 * Images/tables adjusted by Flora Firth Figure 13: www.style.com 02/02/11 Figure 14: www.stylenews.com 01/03/11
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