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AUTHORS CHANG MANG QING DAPHNE Daphne is an interactive media designer who is currently studying in Temasek Polytechnic. She recently did a promotional and awareness campaign for National Parks Board, Singapore, in which through the implementation of interactivity in the design, she was able to attract children to go to parks. She believes that with the help of design and interaction, consumers would be able to live in a fun and lively environment. She hopes to influence others in remembering the importance of history and culture through plants. She strives to be a unique interactive designer that brings convenience and fun for the people.

GOH JIA HUI Jia Hui is a junior designer who is currently studying Interactive Media Design in Temasek Polytechnic. She has done a promotional campaign for NParks to create awareness on their nature conservation efforts. She believes that design is able to influence the thoughts and actions of others, and she would like to, through her work, inspire thought and motivate change. She hopes to influence people to take more care of their surroundings, such as mother nature, to create a better living environment for the future generations, and to make Singapore a truly clean and green Garden City. She believes that design is everything that communicates and is functional. Hence, even the smallest of existence such as a leaf, has its use and should be appreciated and not taken for granted.

With the growing use of technology nowadays, many people have taken to shopping online due to convenience, privacy and cost. This has caused online retailing to be on the rise, and as this platform targets the global market, more revenues are earned as compared to selling in a physical shop. This has led to Singaporeâ&#x20AC;&#x2122;s overall online internet retail to increase. Hence, this white paper serves as a platform to discover what makes a blogshop, which is part of internet retail, successful, and how it can further enhance themselves to grow and succeed in the market, which would ultimately lead to the bonding of Singaporeâ&#x20AC;&#x2122;s blogshop community. It is to prove that typical blogshops can also earn alongside unique blogshops that sell self-manufactured apparels.

ABSTRACT

CONTENTS Thesis Statement ........................................................................................ 1 Introduction ................................................................................................ 1 Analysis Of Situation .................................................................................. 1 1

Increase in Amount of People Purchasing Through Social Media ..... 1 1.1

Internet Retail Analysis .............................................................. 1-2

1.2

Why Target Female Consumers? ............................................... 2

Popularity of Blogshops That Sell Self-manufactured Apparels ......... 2 2.1

Focus ........................................................................................... 2-3

2.2

Distinctive Identity ..................................................................... 3-4

2.3

Uniqueness ................................................................................. 4 - High demand for apparels ....................................................... 4-5 - Fixed quantity of stocks ........................................................... 5

Problems Existing In Typical Blogshops ............................................... 5 3.1

Lack of Unique Identity .............................................................. 5

3.2

Malfunction of Functionality ..................................................... 5 - Information trouble ................................................................. 6-7 - Model dissatisfaction ............................................................... 7 - Responsive ............................................................................... 7-8

Design Objectives ....................................................................................... 9 Recommended Direction ........................................................................... 10-11 Conclusion .................................................................................................. 12 References .................................................................................................. 13

THESIS STATEMENT Local fashion blogshops that target female consumers have faced the problem of being too common due to the popularity of blogshops that sell self-manufactured apparels. In addition, they have functionality malfunctions, which have led to decrease in sales. Therefore, improvements can be made on the functionality of less distinguishable blogshops by including detailed description of apparels, option for different models, current status of stocks, making the website mobile friendly and the advertising of apparels from other blogshops to appease upset consumers.

INTRODUCTION Blogshops that sell common apparels are not attractive to female consumers, as they want to be unique, hence they want their own special set of outfit. Those blogshops who sell their self-manufactured apparels have groups of regular customers such that their apparels are sold out within minutes of their new launches. Those typical blogshops would then suffer from the lack of customers because they do not have their own unique identity to attract these customers.

ANALYSIS OF SITUATION

Increase in Amount of People Purchasing Through Social Media INTERNET RETAIL ANALYSIS

According to Euromonitor International data, Singapore internet retail spending has been on the rise since recorded in 2005 being S$425.3 million per household as compared to records in 2013 being S$609.8 million per household. There has been a rise of S$184.5 million per household within 8 years and as forecasted, will continue to increase to reach S$756.2 million per household in 2016, as shown in Figure 2 on the right (Consumer Lifestyles, 2014). 1

Figure 2. Prediction of internet retail spending in Singapore. Passport, Euromonitor International (2014). Consumer Lifestyles in Singapore. Retrieved from http://www.portal.euromonitor.com.ezproxy.tp.edu.sg/portal/analysis/tab

time saving, broader range of products and being able to rely on sellers online to keep merchandises in stock. On the contrary, 48% of respondents felt they had pressure and stress in being in a traditional shop. 90% of the respondents have had online shopping experiences, typically clothing, accessories and cosmetics. The research has shown trends, that the younger generation are more mobile savvy and find independence important. 58% of 18 to 29-yearolds, which is a majority, shop on their phones, as compared to 38% of 40 to 49-year-olds (West, 2014). Figure 3. How Singapore internet users spend their time online. Passport, Euromonitor International (2014). Consumer Lifestyles in Singapore. Retrieved from http://www. portal.euromonitor.com.ezproxy.tp.edu.sg/portal/analysis/tab

In addition, as shown in Figure 3, Internet analysis company ComScore has reported that 66% of Singapore internet users in average, would visit retail sites while online (Consumer Lifestyles, 2014). Furthermore, Infocomm Development Authority of Singapore has reported that the growth of online shoppers from 2007 till 2011 is respectively represented by 35% and 50%. The largest growth was brought on by the group of people in the age group of 15 - 24 years old (Consumer Lifestyles, 2014).

WHY TARGET FEMALE CONSUMERS?

In a detailed survey done by The Economist Intelligence Unit, 5,500 women across Asia’s major urban areas such as from mainland China (Beijing, Changsha, Chengdu, Guangzhou and Shanghai), Hong Kong, India (Bangalore, Chennai, Delhi, Kolkata, Mumbai, Pune), Japan (Kanto, Kinki), Macau, Singapore, South Korea (Gyeonggi, Seoul) and Taiwan, responded. 49% of respondents prefer shopping online to shopping in stores. The common answer to the question of “Why shop online?” is, cost saving,

To add on, ComScore’s report on women on the web has reported that women spend 24.8 hours per month online compared to 22.9 hours by men. Women spent 16.3% of their online time on social networks unlike men being only 11.7% (Noviandari and Millward, 2014).

Popularity of Blogshops That Sell Self-manufactured Apparels FOCUS

The focus of this research was on the top 8 blogshops in Singapore (Dionne, 2014), according to the most recent ranking for Singapore’s most popular blogshops. Figure 4 below shows the popularity ranking of the top 8 blogshops in Singapore (Alexa Rankings, 2015). Figure 4. Popularity Ranking in Singapore. Adapted from Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.agneselle.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.hervelvetvase.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.lovebonito.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.runwaybandits.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.shopmegagamie.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.theclosetlover.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.theoryofseven.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/ siteinfo/www.thetinselrack.com.

As shown in Figure 4 on the previous page, Love, Bonito, is the most popular as it takes first place with a ranking of 543, and Theory of Seven is the least popular as it is not included in the ranks. Despite having the highest popularity, Love, Bonito does not have the most daily pageviews. Likewise, Theory of Seven is not ranked the last in daily pageviews despite having the least popularity, as seen in the figure on the right (Alexa Rankings, 2015). Hence, with reference to Figures 4 and 5, it is concluded that the number of daily pageviews does not affect the popularity of the blogshop. Rather, the blogshops are popular because of their distinct identity, which attracts their own group of consumers.

DISTINCTIVE IDENTITY

Based on the 46 reviews given on The Smart Local, the more popular blogshops have a unique identity due to their use of good quality materials, self-designed & manufactured apparels, regular or daily updates on social media of their launches, good customer service, and high popularity of their overall brand. In addition, according to an analysis of reviews, the top 8 blogshops are extremely popular and their specialties differ from one another (Singapore Blogshops Online, 2015). Refer to Figures 6 to 13 below and on page 4.

Figure 6. Analysis of Love, Bonito. LOVE BONITO - BLOGSHOP. (2013, December 9). [Digital Image] Retrieved February 8, 2015, from http://www. singaporeblogshopsonline.com/love-bonito-blogshop/

Figure 7. Analysis of The Closet Lover. THE CLOSET LOVER - BLOGSHOP. (2013, December 13). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/the-closet-lover-blogshop/

Figure 8. Analysis of The Tinsel Rack. THE TINSEL RACK - BLOGSHOP. (2013, December 9). [Digital Image] Retrieved February 8, 2015, from http://www. singaporeblogshopsonline.com/the-tinsel-rack-blogshop/

Figure 9. Analysis of Runway Bandits. Runway Bandits - BLOGSHOP. (2014, November 30). [Digital Image] Retrieved February 8, 2015, from http:// www.singaporeblogshopsonline.com/runway-bandits-blogshop/

Figure 10. Analysis of Her Velvet Vase. HER VELVET VASE - BLOGSHOP. (2013, December 21). [Digital Image] Retrieved February 8, 2015, from http://www. singaporeblogshopsonline.com/her-velvet-vase-blogshop/

Figure 11. Analysis of Megagamie. MEGAGAMIE - BLOGSHOP. (2013, December 17). [Digital Image] Retrieved February 8, 2015, from http://www. singaporeblogshopsonline.com/megagamie-blogshop/

Figure 12. Analysis of Agneselle. Agneselle - BLOGSHOP. (2014, August 18). [Digital Image] Retrieved February 8, 2015, from http://www. singaporeblogshopsonline.com/agneselle-blogshop/

Figure 13. Analysis of Theory of Seven. Theory of Seven - BLOGSHOP. (2014, February 9). [Digital Image] Retrieved February 8, 2015, from http://www. singaporeblogshopsonline.com/theory-of-seven-blogshop/

As shown from Figures 6 to 13, the importance of a unique identity is highlighted as the blogshops have different distinctive features, hence leading to their extreme popularity. However, what they do have in common, is that they all have frequent or daily updates, and they are decently if not well established. Hence, for a blogshop to be popular and to not lose money, they have to build their own unique identity to capture the consumers,

and in addition to that, stay in touch with consumers by updating on social media, in order to let consumers know that they are current. This would allow consumers to check back on the blogshop’s social media or website frequently to not miss any launches. Good customer service should also come hand in hand with a unique identity.

UNIQUENESS

The blogshops are unique as they sell self-designed and self-manufactured apparels. This means that the apparels they sell cannot be found or bought from other places. In addition, their designs are appealing to consumers as they either stay in trend or incorporate trends into their apparels or stay totally off trends, creating their own style, which makes their apparels unique and attractive. Hence, consumers that come across these blogshops stay loyal to them, and due to the frequent if not daily updates, consumers are up to date on the launches, and prepare for them. This results in these uncommon blogshops overpopulating the market, and leaving the typical blogshops in the dust.

High demand for apparels

Due to the extreme popularity of these blogshops with unique apparels, their new launches tend to sell out within minutes. Hence, their loyal consumers would start camping in front of their computers or laptops minutes before the new launch releases, in order to successfully purchase their desired apparels. On the right are some quotes of the reviews.

“popular items often sell out within minutes of the launch” (Lambois5, 2012)

“if you’re eyeing that pretty dress from Love, Bonito, you’ll have to camp for it!” (Jelly, 2013)

“stocks run out way too fast! Whenever a new collection comes up, interested buyers will have to camp for the clothes they want. That is to say, when the collection is about to be launched, 4

customers will have to wait by their computers and refresh the webpage repeatedly, to snap up the highly-coveted pieces” (Jelly, 2013)

“ ‘camping’ for the clothes beside my laptop 5 minutes to the launch time. Launch time was at 9, I commented at 9:02 and I did not get the piece I wanted :’( That explains how many people want the clothes!!” (Oh, A., 2013)

This shows that being unique gains the consumers’ loyalty, thus results in increased earnings.

Fixed quantity of stocks

The reason as to why blogshops start selling self-designed and self-manufactured apparels, is so as to be unique, to differentiate themselves among the multiple blogshops. Hence, the apparels these uncommon blogshops create, have to be in fixed quantity, in order to not become over common, losing their initial unique identity, as more people wearing the apparel equates to being less unique. Below are some quotes of the reviews. “Their apparels can be sold out in the blink of an eye” (Neo, P., 2013)

“I don’t really like visiting blogshops where almost every item is sold out but I guess I have no choice here because almost all good blogshops face this scenario” (Whitebread, 2013)

“does quite the blow to the online shopper’s mood” (Teo, R. L., 2013)

“I hate having to camp for the new collections. Every time I want to order something new, I’ll have to be at the page 10 minutes before launch time and refreshing my page repeatedly, trying to snap up a piece of that coveted apparel. It’s such a waste of time”

“I gave up “camping” for the clothes because they are always gone so so sooooo fast.” (Oh, A., 2013)

This results in fast selling out, and sometimes lead to unsatisfied or frustrated customers because they are unable to purchase their desired apparels. However, this does not affect the income of these popular blogshops much, as their new launches still sell out within minutes even after two years.

Problems Existing In Typical Blogshops LACK OF UNIQUE IDENTITY

Local fashion blogshops that target female consumers tend to sell common apparels, ones that can be found from other blogshops with a random click in a search on the internet. This causes their lack of consumers and income because consumers want to be unique, hence they head for blogshops that sell self-designed and manufactured apparels. Therefore, as these blogshops are typical, meaning they do not have their own unique feature, they are unable to attract consumers.

MALFUNCTION OF FUNCTIONALITY

In addition to being typical, it is a great turn off if there are functional errors on the blogshop “at least half of the items there are pending as well. One of the most important thing about or out-of-stock - which only leads to disappointment” a blogshop should be its user experience, as (EQ.T., 2013) it would influence the consumer’s decision “which makes it really annoying as not everyone to continue browsing through the blogshop, is so free as to camp in front of the computer purchase products, or just exit straight away. reloading a page. Restocks and backorders are also not guaranteed, so I’ve missed some coveted Functionality equates to user experience. The whole point of shopping online is for convenience items” (Lambois5, 2012) and efficiency, hence blogshops should create 5

their user experience such that it promotes both elements. Ultimately, the main concern for blogshops is to ensure that consumers enjoy browsing through them, stay for some time to browse, enter the site frequently, and purchase multiple products. Hence, they should provide good user experience by having exceptional functionality. Below are examples of the good and bad functionalities the blogshops have.

Information trouble Good Example

Detailed and clear description

Figure 14. The Tinsel Rack Apparel Detail Page. Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.thetinselrack.com/product/apparel/skirts/just-love-tulle-skirt-white

Bad Example

A lot of irrelevant information, not to the point

Figure 15. Megagamie Apparel Detail Page. *Premium* Angelica Two Tone Crochet Dress In Sky/Lilac | Megagamie. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.shopmegagamie.com/product/dresses/premium-angelica-two-tone-crochet-dress-in-skylilac

Good Example

Bad Example

Displays the quantity of the stocks

No quantity of stocks

Figure 16. Order Selection of Qoo10. [S$15.90][Local Fast shipping]CNY new year gift*Nonslip Smart Hanger*SG Local delivery /Clothes Organizer Holder / Dress hanger / Slim hanger / space saver. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://list.qoo10.sg/item/LOCAL-FASTSHIPPING-CNY-NEW-YEAR/420984047?flowpath_page_no=183

Figure 17. The Closet Lover Apparel Order Selection. *Restock Premium* TCL Kaylene Abstract Top | The Closet Lover. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.theclosetlover. com/product/jolly-jubilee/restock-premium-tcl-kaylene-abstract-top

Model dissatisfaction

Customers have different opinions, some prefer one model for all apparels, some prefer mixed for more accuracy, and some prefer Asian to Caucasian or vice versa due to their height, as shown in the reviews below. “Their model’s relatively tall, so when purchasing products, especially for my shorty counterparts, it does require an extra effort to gauge the fit on yourself. :)” (Yap, R., 2013)

“the fact that they only use one model, who always has the same expression and pose” “really helps bring out the clothing and allow people to focus more on the clothing than the model”

“I find it hard to buy anything because they seem to have only two or three models and they usually seem to stick with just one model for almost all their clothing’s. This model is taller than the average girl in Singapore – and definitely much taller than me. If they had used someone my height, I would have been more daring in clicking the ‘buy’ button” (Crystal1234, 2013)

(Lim, K., 2013)

Responsive

Mobile View (Menu Navigation) Good Example

Bad Example

Exact same interface as desktop and laptop, inconvenient for mobile user

Fits nicely in center (Clear Heading)

Three lines menu button for responsive website Usage of colours to differentiate against main and sub-menu

Buttons are all too small for interaction

Unnecessary white space Figure 18. The Closet Lover Menu. The Closet Lover. (n.d.). [Digital Image] Retrieved February 16, 2015, from http://www.theclosetlover.com/

Figure 19. Theory of Seven Homepage. Theory of Seven. (n.d.). [Digital Image] Retrieved February 16, 2015, from http://www.theoryofseven.com/

Mobile View (Clothes Selection Area) Good Example

Bad Example

Cluttered images (Messy view)

Simple List (Easy for viewing and selection)

Naming and pricing unclear Bold and clear naming with price stated

Figure 20. Agneselle Clothes Selection Area. Fabulous Buys ! â&#x20AC;&#x201C; Agneselle. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.agneselle.com/collections/fabulous-buys

Button for more details

Mobile View (Clothes Detail Area) Good Example

Big Image with left or right navigating

Figure 21. Megagamie Clothes Selection Area. Dresses | Megagamie. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.shopmegagamie.com/category/dresses

Bad Example

Troublesome navigation (For different views)

Unable to see clear image (Too small)

Text too small for reading and interacting

Big naming (Easy to view)

One Screen Size (Long Scrolling) Figure 22. The Tinsel Rack Apparel Details Photo. Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.thetinselrack.com/product/ apparel/skirts/just-love-tulle-skirt-white

Buttons in right size

Neat details layout and big font suitable for reading Continue scroll from top Figure 24. Runway Bandits Apparel Details. Qavhin Striped Shirt - Blue | Runway Bandits. (n.d.). [Digital Image] Retrieved February 23, 2015, from http://www.runwaybandits. com/vintage/qavhin-striped-shirt-blue Figure 23. The Tinsel Rack Apparel Details. Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.thetinselrack.com/product/apparel/ skirts/just-love-tulle-skirt-white

DESIGN OBJECTIVES Detailed Description of Apparels

When consumers browse in blogshops, and an apparel catches their interest, they want it to be able to fit them. However, as it is sold online, consumers are unable to try the apparel on or feel the quality of the material. Hence, it is important that specifications of the apparel are shown to provide accuracy to the consumers. They should be clear and precise, to ensure that consumers understand.

Option for Different Models

As the main target audience of the blogshops are local women, the models used play an important role as well. Consumers tend to choose the apparel based on how it fits the model, hence it is necessary to use various models. Asians and caucasians with different heights and sizing. This is because the blogshops also cater internationally. It is also necessary to state the models’ statistics to ensure more accurate fittings. Therefore, by being able to choose what models they want, consumers would be satisfied.

Advertising Other Blogshops’ Apparels

For uncommon blogshops that sell self-designed and manufactured apparels, the speed in which their newly launched collections sell out is astounding, such that there are consumers who get frustrated and leave negative reviews when they did not manage to purchase their desired apparel. Hence, if these blogshops advertise other blogshops’ apparels that are either similar to the one that sold out, or are similar in terms of style, the consumers’ attention might get directed towards that apparel, and they might forget their initial frustration. On the other hand, by advertising one another’s apparels, the blogshop community can develop a good bond, and earn together. This is a win win situation.

Mobile Friendly

Most consumers browse blogshops through a computer or laptop, despite it being more convenient to browse the internet with their mobiles as it can be done anywhere. This is caused by the poor user experience consumers go Current Status of Stocks through when browsing through blogshops using If the quantity of the stocks is displayed on the their phones. Most blogshops are not viewable apparel selection page, consumers would have an or working properly on mobiles. Loyal consumers idea of how many pieces of their desired apparel of popular blogshops have complained of the are left, and be prepared when they cannot make waste of time camping in front of their laptops the purchase. If the initial number of stocks was before the new launches to ensure that they made known to the public, and consumers see are able to make a successful purchase of their how many others would be wearing the same desired apparel, is, as even then, they might not outfit as them, they might not get frustrated when get their desired apparel. Hence, if the blogshops no backorders happen for that particular apparel. were mobile friendly, consumers could make their purchases anywhere, even when they are out with friends and they want to camp for the new launch.

RECOMMENDED DIRECTION

Detailed Description of Apparels

Giving detailed descriptions of apparels in mobile view.

Giving detailed descriptions of apparels in mobile view, with drop down selection.

Three lines menu button for responsive website Drop down menu selection to ensure the screen is not cluttered with too much information

Big Image with left or right navigating Clear naming with price stated

Figure 26. Recommended Apparel Details (Selection). Adapted from (RESTOCKED) Etel White 2-piece Playsuit SGD$19.50. (n.d.). [Digital Image] Retrieved February 26, 2015, from http://www.theoryofseven.com/ProductDetailP. aspx?CatId=3&Pid=149

Short and to the point description & Readable font size Figure 25. Recommended Apparel Details. Adapted from (RESTOCKED) Etel White 2-piece Playsuit SGD$19.50. (n.d.). [Digital Image] Retrieved February 26, 2015, from http://www.theoryofseven.com/ProductDetailP.aspx?CatId=3&Pid=149

Advertising Other Blogshopsâ&#x20AC;&#x2122; Apparels

Advertising of other blogshopsâ&#x20AC;&#x2122; apparels when an apparel from a blogshop is sold out.

Use of different colours to differentiate the chosen segment and the options

Current Status of Stocks

Close button for pop up to allow consumers to continue browsing in the blogshop Pop up with advertising Clear image of advertised apparel with blogshop name Figure 27. Recommended Blogshop Advertising. Adapted from Laude Romper in White (2256) - Agneselle. (n.d.). Retrieved February 26, 2015, from http://www.agneselle.com/collections/new-arrivals/products/ laude-romper-in-white-2256; Portrait Cascade Suit - Backorder | Her Velvet Vase. (n.d.). Retrieved February 26, 2015, from http://hervelvetvase.com/product/apparels/one-piece-suits/portrait-cascade-suitbackorder; (RESTOCKED) Etel White 2-piece Playsuit SGD$19.50. (n.d.). [Digital Image] Retrieved February 26, 2015, from http://www.theoryofseven.com/ProductDetailP.aspx?CatId=3&Pid=149; TCL Lace Beauty Romper In White | The Closet Lover. (n.d.). Retrieved February 26, 2015, from http://www. theclosetlover.com/product/clothing/bottoms/one-piece/tcl-lace-beauty-romper-in-white .

Figure 28 on the right, is relevant to the growing of the bond between blogshops.

By clicking â&#x20AC;&#x153;Directoryâ&#x20AC;?, one will be able to see a list of all blogshops

Side menu for clear viewing on mobile

Large font size for clear reading on mobile

Selection for finding desired apparels

Refresh button for search selection

Option for Different Models Choosing of different models in mobile view.

Figure 28. Recommended Apparel Browsing Page with directory. Adapted from Theory of Seven. (n.d.). [Digital Images] Retrieved February 26, 2015, from http://www. theoryofseven.com/ProductList.aspx?ProdStat=N

Clear selection of models Big image of apparel with clear naming and price

Displays overall quantity left

Figure 29. Recommended Apparel Browsing Page. Adapted from New Arrivals Agneselle. (n.d.). [Digital Images] Retrieved February 26, 2015, from http://www. agneselle.com/collections/new-arrivals/view-all

Mobile Friendly All the visuals in the recommended direction, are meant to be mobile friendly. 11

CONCLUSION This white paper serves as a platform to enhance online retail services in Singapore such as blogshops, to enable consumers to have a great and fuss free shopping experience. Particularly, helping weaker blogshops who target female consumers earn revenue, as the number of female consumers shopping online is on the rise, by creating a platform that ensures good user experience. This will increase the number of consumers, therefore, raising the blogshopâ&#x20AC;&#x2122;s brand recognition, and thus increase earnings. As people rely heavily on social media these days, a handy platform that would allow female consumers to buy conveniently and effortlessly on their mobile would achieve greater public awareness. Now in Singapore, the blogshop community is very diverse and the different blogshops do not interact with one another. Through this white paper, the different local blogshops would be able to support and advertise one another, such that there would no longer be a huge difference between the sales of unique blogshops that sell self-manufactured apparels and typical blogshops. In this manner, the revenues for the blogshops would increase, and result in an increase in the overall online internet retail in Singapore. All in all, Singaporeâ&#x20AC;&#x2122;s blogshop community will hence bond together and have higher standards of quality in online retailing and along with a platform that provides good user experience, blogshops would earn more as consumers would enjoy blogshopping, and this would also allow the quality of human interaction to be cherished and valued.

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Figure 1. Collage of seven screenshots to represent the theme of blogshop. Adapted from Agneselle. (n.d.). Retrieved February 23, 2015, from http://www.agneselle.com/; Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). Retrieved February 23, 2015, from http://www. thetinselrack.com/product/apparel/skirts/just-love-tulle-skirt-white; Megagamie. (n.d.). Retrieved February 23, 2015, from http://www.shopmegagamie.com/category/dresses; RUNWAY BANDITS. (n.d.). Retrieved February 23, 2015, from http://www.runwaybandits. com/vintage/qavhin-striped-shirt-blue; The Closet Lover. (n.d.). Retrieved February 23, 2015, from http://www.theclosetlover.com/; Theory of Seven. (n.d.). Retrieved February 23, 2015, from http://www.theoryofseven.com/; The Tinsel Rack. (n.d.). Retrieved February 23, 2015, from http://www.thetinselrack.com/. Figure 2. Prediction of internet retail spending in Singapore. Passport, Euromonitor International (2014). Consumer Lifestyles in Singapore. Retrieved from http://www.portal.euromonitor.com.ezproxy.tp.edu.sg/portal/analysis/tab Figure 3. How Singapore internet users spend their time online. Passport, Euromonitor International (2014). Consumer Lifestyles in Singapore. Retrieved from http://www.portal.euromonitor.com.ezproxy. tp.edu.sg/portal/analysis/tab Figure 4. Popularity Ranking in Singapore. Adapted from Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www.agneselle.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. hervelvetvase.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. lovebonito.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. runwaybandits.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. shopmegagamie.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. theclosetlover.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. theoryofseven.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. thetinselrack.com.

Figure 5. Daily Pageviews per Visitor. Adapted from Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www.agneselle.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. hervelvetvase.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. lovebonito.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. runwaybandits.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. shopmegagamie.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. theclosetlover.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. theoryofseven.com; Competitive Intelligence. (n.d.). Retrieved February 8, 2015, from http://www.alexa.com/siteinfo/www. thetinselrack.com. Figure 6. Analysis of Love, Bonito. LOVE BONITO - BLOGSHOP. (2013, December 9). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/love-bonito-blogshop/ Figure 7. Analysis of The Closet Lover. THE CLOSET LOVER - BLOGSHOP. (2013, December 13). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/the-closet-loverblogshop/ Figure 8. Analysis of The Tinsel Rack. THE TINSEL RACK - BLOGSHOP. (2013, December 9). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/the-tinsel-rackblogshop/ Figure 9. Analysis of Runway Bandits. Runway Bandits - BLOGSHOP. (2014, November 30). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/runway-banditsblogshop/ Figure 10. Analysis of Her Velvet Vase. HER VELVET VASE - BLOGSHOP. (2013, December 21). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/her-velvet-vaseblogshop/ Figure 11. Analysis of Megagamie. MEGAGAMIE - BLOGSHOP. (2013, December 17). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/megagamie-blogshop/

Figure 12. Analysis of Agneselle. Agneselle - BLOGSHOP. (2014, August 18). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/agneselle-blogshop/ Figure 13. Analysis of Theory of Seven. Theory of Seven - BLOGSHOP. (2014, February 9). [Digital Image] Retrieved February 8, 2015, from http://www.singaporeblogshopsonline.com/theory-of-sevenblogshop/ Figure 14. The Tinsel Rack Apparel Detail Page. Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.thetinselrack.com/product/apparel/ skirts/just-love-tulle-skirt-white Figure 15. Megagamie Apparel Detail Page. *Premium* Angelica Two Tone Crochet Dress In Sky/Lilac | Megagamie. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.shopmegagamie. com/product/dresses/premium-angelica-two-tone-crochet-dress-in-skylilac Figure 16. Order Selection of Qoo10. [S$15.90][Local Fast shipping]CNY new year gift*Nonslip Smart Hanger*SG Local delivery /Clothes Organizer Holder / Dress hanger / Slim hanger / space saver. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://list.qoo10.sg/item/LOCAL-FAST-SHIPPINGCNY-NEW-YEAR/420984047?flowpath_page_no=183 Figure 17. The Closet Lover Apparel Order Selection. *Restock Premium* TCL Kaylene Abstract Top | The Closet Lover. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.theclosetlover. com/product/jolly-jubilee/restock-premium-tcl-kaylene-abstract-top Figure 18. The Closet Lover Menu. The Closet Lover. (n.d.). [Digital Image] Retrieved February 16, 2015, from http://www.theclosetlover.com/ Figure 19. Theory of Seven Homepage. Theory of Seven. (n.d.). [Digital Image] Retrieved February 16, 2015, from http://www.theoryofseven.com/ Figure 20. Agneselle Clothes Selection Area. Fabulous Buys ! â&#x20AC;&#x201C; Agneselle. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.agneselle.com/collections/fabulous-buys Figure 21. Megagamie Clothes Selection Area. Dresses | Megagamie. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.shopmegagamie.com/category/dresses Figure 22. The Tinsel Rack Apparel Details Photo. Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.thetinselrack.com/product/apparel/ skirts/just-love-tulle-skirt-white

Figure 23. The Tinsel Rack Apparel Details. Just Love Tulle Skirt (White) | The Tinsel Rack. (n.d.). [Digital Image] Retrieved February 18, 2015, from http://www.thetinselrack.com/product/apparel/skirts/justlove-tulle-skirt-white Figure 24. Runway Bandits Apparel Details. Qavhin Striped Shirt - Blue | Runway Bandits. (n.d.). [Digital Image] Retrieved February 23, 2015, from http://www.runwaybandits. com/vintage/qavhin-striped-shirt-blue Figure 25. Recommended Apparel Details. Adapted from (RESTOCKED) Etel White 2-piece Playsuit SGD$19.50. (n.d.). [Digital Image] Retrieved February 26, 2015, from http://www.theoryofseven.com/ ProductDetailP.aspx?CatId=3&Pid=149 Figure 26. Recommended Apparel Details (Selection). Adapted from (RESTOCKED) Etel White 2-piece Playsuit SGD$19.50. (n.d.). [Digital Image] Retrieved February 26, 2015, from http://www. theoryofseven.com/ProductDetailP.aspx?CatId=3&Pid=149 Figure 27. Recommended Blogshop Advertising. Adapted from Laude Romper in White (2256) Agneselle. (n.d.). Retrieved February 26, 2015, from http://www.agneselle.com/collections/newarrivals/products/laude-romper-in-white-2256; Portrait Cascade Suit - Backorder | Her Velvet Vase. (n.d.). Retrieved February 26, 2015, from http://hervelvetvase.com/product/apparels/one-piecesuits/portrait-cascade-suit-backorder; (RESTOCKED) Etel White 2-piece Playsuit SGD$19.50. (n.d.). [Digital Image] Retrieved February 26, 2015, from http://www.theoryofseven.com/ProductDetailP. aspx?CatId=3&Pid=149; TCL Lace Beauty Romper In White | The Closet Lover. (n.d.). Retrieved February 26, 2015, from http:// www.theclosetlover.com/product/clothing/bottoms/one-piece/tcl-lace-beauty-romper-in-white . Figure 28. Recommended Apparel Browsing Page with directory. Adapted from Theory of Seven. (n.d.). [Digital Images] Retrieved February 26, 2015, from http://www.theoryofseven.com/ProductList. aspx?ProdStat=N Figure 29. Recommended Apparel Browsing Page. Adapted from New Arrivals - Agneselle. (n.d.). [Digital Images] Retrieved February 26, 2015, from http://www.agneselle.com/collections/newarrivals/view-all Jelly. (2013). Clothes go out of stock too quickly!. [Review of the blogshop Megagamie]. Retrieved from http://www.thesmartlocal.com/sg/online-shopping/380-blogshops/5575-megagamie Jelly. (2013). Feminine and pretty. [Review of the blogshop The Tinsel Rack]. Retrieved from http:// www.thesmartlocal.com/sg/fashionshops/5318-the-tinsel-rack

Jelly. (2013). One of the best online stores in Singapore. [Review of the blogshop Love, Bonito]. Retrieved from http://www.thesmartlocal.com/sg/online-shopping/380-blogshops/1547-love-bonito Lambois5. (2012). Convenient shopping for trendy clothes. [Review of the blogshop The Closet Lover]. Retrieved from http://www.thesmartlocal.com/sg/blogshops/3576-the-closet-lover Lim, K. (2013). Très Très Chic. [Review of the blogshop Theory of Seven]. Retrieved from http://www. thesmartlocal.com/sg/online-shopping/380-blogshops/4419-theory-of-seven Neo, P. (2013). Act fast before it’s gone. [Review of the blogshop The Closet Lover]. Retrieved from http://www.thesmartlocal.com/sg/blogshops/3576-the-closet-lover Noviandari, L., & Millward, S. (2014, October 14). Women on the web: A guide to consumer behavior. Retrieved February 25, 2015, from https://www.techinasia.com/startup-asia-jakarta-preview-womenconsumer-behavior/ Oh, A. (2013). High-quality clothes with cute designs. [Review of the blogshop The Tinsel Rack]. Retrieved from http://www.thesmartlocal.com/sg/fashionshops/5318-the-tinsel-rack Passport, Euromonitor International (2014). Consumer Lifestyles in Singapore. Retrieved from http://www.portal.euromonitor.com.ezproxy.tp.edu.sg/portal/analysis/tab SINGAPORE BLOGSHOPS. (n.d.). Retrieved February 6, 2015, from http://www. singaporeblogshopsonline.com/ Teo, R. L. (2013). Classy minimalism at its best. [Review of the blogshop Theory of Seven]. Retrieved from http://www.thesmartlocal.com/sg/online-shopping/380-blogshops/4419-theory-of-seven West, L. (2014, December 16). On the rise and online. Retrieved February 24, 2015, from http://www. economistinsights.com/marketing-consumer/analysis/rise-and-online Whitebread. (2013). Good designs. [Review of the blogshop Theory of Seven]. Retrieved from http:// www.thesmartlocal.com/sg/online-shopping/380-blogshops/4419-theory-of-seven Yap, R. (2013). You Steal the Runway with This. [Review of the blogshop Runway Bandits]. Retrieved from http://www.thesmartlocal.com/sg/online-shopping/380-blogshops/4631-runway-bandits