Mary Katrantzou Website Proposal by Grace Simmons

MARY KATRANTZOU WEBSITE PROPOSAL

MARY KATRANTZOU

UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design

Mary Katrantzou Promotional Strategy Grace Mariea Simmons A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Media and Promotion. Module THD 1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (10th May 2013)

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CONTENTS PROBLEM STATEMENT

1.0 Introduction

1.1 Problem Statment 1.2 Aims and Objectives

INDUSTRY ANALYSIS 2.0 Competitor Analysis 2.1 Burberry 2.2 McQueen 2.3 Lanvin 2.4 Dolce and Gabbana

6 6 7 8 8 8 11 11

COMPANY ANALYSIS

3.0 Company Analysis

3.1 Mary Katrantzou Core Values and Messages 3.2 Mary Katrantzou Target Market 3.3 Mary Katrantzou Current Online Presence Facebook Twitter Instagram Youtube and Tumblr

RECOMMENDED SOLUTION 4.0 Proposed Website

14 14 16 16 16 16 16 19 20

WEBSITE OVERVIEW 5.0 Website Structure 5.1 Website Design 5.2 Website Content 5.2.1 Homepage

Website Breakdown

6.0 Website Page Overview 6.1 Brand 6.1.1 Our Story 6.1.2 Timeline 6.3 Ecommerce Store

21 22 22 22 22 24 26 26 26 26 28 MARY KATRANTZOU

6.2.1 Customer Service Features Assistance Page Live Chat Advisor Personal Shopping Service

6.2.2 Store Features

Personalised Search Filter Wish list

6.3 Collections 6.3.1 Show 6.3.2 Looks 6.3.3 Backstage 6.3.4 Archive 6.4 Mary’s World 6.4.1 Mary’s Picks 6.4.2 Inspiration 6.4.3 Journal 6.5 Your Katrantzou 6.51 Your Katrantzou 6.5.2 The Katrantzou Collective

The Katrantzou Collective Mind The Katrantzou Collective Body The Katrantzou Collective Soul

WEBSITE LOGISTICS

28 28 28 31 33 33 33 34 34 34 34 37 39 39 39 39 41 41 41 41 42 42

7.0 Website Safeguarding

7.1 Portable Device Compatibility 7.2 Order Delivery Logistics 7.3 Recommended Staffing Team

46 46 48 50

CONCLUSION

8.0 Conclusion

REFERENCES

DETAILED WEBSITE OVERVIEW

PROBLEM STATEMENT

MARY KATRANTZOU

1.0 INTRODUCTION

1.1 Problem Statement Competitors of Mary Katrantzou have a strong online presence in the industry. They have rich content, heritage driven websites that take customers on a journey with their brand. As a relatively new brand with no current e-commerce site, Mary Katrantzou is potentially losing customers who prefer the online shopping experience and want to access brands at a time that suits them. The company needs an identifiable website that portrays the company’s visions and values, to be able to compete effectively with in the luxury market. Built into the website design will be a marketing strategy focused on increasing market share from the competition. The purpose of this document is to examine the features of the proposed website.

1.2 Aims and Objectives Aim To provide a content rich website that will encourage user generated content, e-commerce functions and a strong identity that will drive traffic to the brand’s website.

Objectives

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To design a website which reflects the brands personality.

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To have a functional store design that will be able to show one collection per season.

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To develop an interactive personalised section tailored to the target consumer.

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To present engaging content, which will increase, dwell time on the site and encourage further browsing.

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To provide customers with the brands history and achievements over the last five years.

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To launch June 2013

INDUSTRY ANALYSIS

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2.0 COMPETITOR ANALYSIS Many luxury designers use their websites as an extension of the brand by using key tactics to connect with the consumer. It is essential to review the competitors’ online presence and evaluate what they do successfully. Following this review a website will be created that connects customers with Mary Katrantzou and categorically cements the brand into the industry.

2.1 Burberry Burberry uses many strategies with their online store including brand information, strong visuals, bespoke services; user generated content and acoustic recommendations. One of Burberry’s main strengths is that of the Art of the Trench, a user generated section where users upload their images to show them wearing the symbolic trench coat. This engages the consumer to make a truly considered choice of purchase for a trench. (Fig. 1) This combines with an element of the bespoke service. An area where consumers can design their own trench, choosing customisation elements such as colour, double or single breasting and length. This is a real-time view, so the user can see the fit and style ensuring it suits their needs. This high quality service is associated with the luxury industry and enables users to truly connect with the product and brand.

2.2 Alexander McQueen Alexander McQueen has a strong visual web presence. The website relies on dramatic imagery throughout even with the dropdown lists. The rich visuals are one of the sites strongest assets. One of the websites weaker points is the experience section which is not particularly personable. The Experience section only features the former “Head of Design” biography, show collections and limited company information. Alexander McQueen strength is the design is sleek, and the identity is exceptionally clean which portrays a highend feel. (Fig. 2)

Figure 1. Burberry User Generated Content- The Art of The Trench

Figure 2. Alexander McQueen Product Shots E-commerce Page

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Figure 3. Lanvin uses Horizontal Scrollbars and a Static Frame

Figure 4. Dolce and Gabbana Have Strong Online Content Magazine- Swide

2.3 Lanvin Lanvin creates innovative web pages that are clean lined and fits the brands classic, formal personality extremely well. The brand’s website provides detailed information regarding the company, along with unique elements such as the wall of sketches displaying design sketches from throughout the brands history. The use of modular boxes and horizontal scrollbar mechanism is one of the key elements that adds to the design aesthetic. (Fig. 3) Overall the brand communicates the heritage, the vision and products which also includes fragrances. One of the downfalls of the website however uses “Flash” to run its imagery, which occasionally causes the site to crash. The use of this programme also means the current site is not viewable on tablet due to the incompatibility between portable devices and Flash.

2.4 Dolce and Gabbana Dolce and Gabbana main feature is the infinite scrolling of the web site’s home page. Using square imagery in a confined design provides a number of different content options for users to become consumed by. A strength of the site is the Dolce and Gabbana online magazine called Swide which associates with the brand. (Fig.4) Primarily the content focuses in the online magazine around Dolce and Gabbana, however, there are articles that are topical and of interest the target customers. This gives the audience more incentive to trust and read the magazine, as it doesn’t feel like the brand is trying to sell or promote as strongly as some of its competitors. One of the main weaknesses of the website is the dark nature of the e-commerce store. The images are surprisingly dark, and the store does not afford the luxury message as well as some of its competitors.

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COMPANY ANALYSIS

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3.0 COMPANY INFORMATION

3.1 Mary Katrantzou Core Values and Messages The brands key messages communicate an element of luxury, art and design. The basis of this message is achieved by creating elements of surrealism in the design of the garments. Each collection is draped around the body in a way that compliments the female figure and every season the brand explores different silhouettes around the female form. The brand essence and personality can be described in the words: fantastical, feminine, surreal, creative, innovative, desirable, digital and artistic. The brand focuses heavily around surrealism, art and design, which is one of the main elements the brand wishes to convey through marketing strategies.

3.2 Mary Katrantzou Target Market Mary Katrantzou brand aim is primarily to focus on three types of consumers, the Rising Innovators, the SelfAssured Creative and the Aspirational Dreamers. (Fig. 5,6,and 7) The common features of these target markets are their need for interaction with online technology, whilst at the same time being highly creative. Their interests are the arts, culture, events and use clothes as a medium of expression. For more detailed information, please view the promotional plan.

Figure 5, 6 and 7 Mary Katrantzou Target Markets.

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3.3 Mary Katrantzou’s Current Online Presence Mary Katrantzou currently has the following channels: Facebook, Twitter, Instagram, Tumblr and YouTube.

Facebook Facebook is one of the strongest presences with 49,647 followers on the home page. (Fig.8) The account has a number of appealing features such as competitions where followers ‘style their Katrantzou’ or illustrate collections and forward them to the marketing team. There are also appealing elements in Facebook such as one album ‘Marys American Adventure’ which shows personal photographs of Mary Katrantzou at Melbourne Fashion Week. This information builds an extremely attractive synergy with the brand and adds a depth of character to the designer herself.

Twitter Twitter comes a close second with 40,754 followers. (Fig.9) The main aim of the twitter account is to show Instagram photos, captivating press articles regarding Katrantzou, and, to create hype prior to a show. It has a quicker status positing time than Facebook with on average five to fifteen posts and retweets on a daily basis. As well as releasing hints and information on Twitter ,Mary regularly retweets articles in which she features, as well as articles featuring celebrities wearing the brand. It is faster paced than the other social media channels and is one of the most up to date.

Instagram Instagram also has a large fan base with 31,159 followers to the mobile app. (Fig.10) This medium is much more personable than the other accounts as it certainly shows the “face” of Mary Katrantzou’s as a sizeable percentage of the pictures are personal ones from the designer’s own mobile phone. It has many fascinating pictures regarding the brand, which adds depth to knowing Mary Katrantzou.

YouTube and Tumblr More recently the brand extended its social media platforms, setting up a YouTube channel and Tumblr account. Still in its early stages the YouTube channel has 109 subscribers; however, it has 3869 views demonstrating the growing presence of the brand. (Fig.11) On the page, there are interviews, collection videos of each season, the production of videos and collaborations. It is visual, and a formal element that portrays the brands identity. This channel explains the messages more than some of the other forms of social media. The Tumblr account is an inspirational page which Mary Katrantzou curates. (Fig.12) It displays images and insights into the influences on collections and insights. It is unable to display the followers at present and is

Figure 8, 9 and 10 Mary Katrantzou Facebook, Twitter and Instagram Pages

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one of the slower accounts to update. It is however, an absorbing medium to explore and inspire upcoming collections with ideas that the brand has. Carried out successfully this method can generate exposure. To conclude there is already an increasing fan base online for the brand. A website will increase customer loyalty; however, by linking the website with all the popular social media channels it encourages repeat e-commerce sales directly to the brand.

Figure 11 and 12 Mary Katrantzou YouTube Channel and Tumblr Account

RECOMMENDED SOLUTION

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4.0 PROPOSED WEBSITE To enhance the powerful social media presence Mary Katrantzou already has online, the website will build on elements already created by the platforms, whilst not overshadowing them. The website will serve as a hub for social media, giving the foundations of the brands identity, ‘story’ and experience for the users online. The design of the website will take reference from the constant thematic that runs through the designer’s collections: • Surrealism • Femininity • Creativity Some further attributes the website wishes to be identified with is being: • Innovative • Desirable • Artistic

These attributes will feature throughout to create a coherent identity that will be identifiable both on and offline. Creating a strong online brand presence through the means of a website and creating a distinct source of information for consumers to see the brands identity is a factor that is currently missing for Mary Katrantzou. This is due to the limitations of the social media accounts which cannot be easily achieve this level of personalisation on the platforms. The websites main purpose will be the e-commerce site enabling customers to buy directly from Mary Katrantzou, which is the preference of one in ten luxury consumers. Building on the tastes and attitudes of the target consumers Mary Katrantzou has, (which can be found in detail in the promotional plan), the website will not only be an e-commerce store, but also a platform that connects, provides news and communicates plans for the company through a fully integrated multi-channel experience achieved by connecting the social media channels. The next section will outline each pages overall function for further details regarding key features and buttons on each page please refer to the detailed page overview at the end of the document.

WEBSITE OVERVIEW

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5.0 Website Structure 5.1 Website Design The overall store theme will be neutral as not to detract from the design prints. It will have a fixed frame to maintain a minimal stylish aesthetic, which is unlike its competitors. Beyond the fixed frame will be a faded out pattern of the current season (AW13). The main colour schemes will be black white and grey, with the use of Mary Katrantzou print imagery watermarking the background. On various user pages, the colour scheme will vary in regards to what is the most current season. For the launch, the website will use colours seen in AW13 which include yellows, greens, purples and pinks, complementing the black white and grey. The main design elements include the use of circular and soft edge rectangular buttons which provide a hint of floating that adds a creative element to the design. The use of circular shapes also takes references to orbs and elements, which are evident in surrealist paintings, along with the soft edges which are designed to portray a feminine aesthetic. The website will be fixed screen with horizontal and vertical scroll bar options to enable the user continue reading or viewing different parts of the pages. Overall the design will be engaging and relevant with the ability to change features seasonally. This enables the store and the website designs to compliment each other from season to season (for more information please refer to store proposal).

5.2 Website Content 5.2.1 Homepage The website home page will provide the theme of the whole site. The navigation buttons will be placed at the bottom of the web page, with the Mary Katrantzou branding placed above. The navigation buttons are placed at the bottom of the site to create the vision of a “floating” website which references the brands identity of surrealism. As previously mentioned, circular buttons are used throughout to heighten this feeling. The homepage will feature three circular options that will change during the season or hyperlink to different brand requirements. In this proposal the three options ‘Watch the AW13 Show, Shop the SS13 collection and Read the Journal’, are initially the main hyperlinked features. These will have slider mechanism when the customer hovers over the small circular buttons. If the customer hovers the mouse over the smaller circular options they become the central feature of the page.(Fig 13,14 and 15) This mechanism gives additional opportunities on the websites success to add more buttons, which can be, accessed by hovering over the left or right shows shortcuts the website currently endorses. The Homepage however will only ever show three images to keep a sleek design aesthetic and to not clutter the welcome page. 24

Figure 13, 14 and 15 Mary Katrantzou Home Page Moving Buttons.

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Website Breakdown The website will have five main sections: 1. Brand 2. E-commerce Store 3. Collections 4. Maryâ&#x20AC;&#x2122;s World 5. Your Katrantzou Whilst on the homepage each of the sections when pressed have list menus of further options around the site. Please refer to the figures below for further breakdowns found on each of the bottom navigation buttons. The next sections will details each of the breakdowns in more detail.

Figure 16. Brand Button

Figure 17. Store Button

Figure 18. Collections Button

Figure 19. Maryâ&#x20AC;&#x2122;s Button

Figure 20. Your Katrantzou Button

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6.0 Website Page Overview 6.1 Brand The purpose of the brand button is to welcome users into the Mary Katrantzou Company. It will feature two pages: Our Story and Timeline.

6.1.1 Our Story Our Story will allow users to understand the history showing background information into the designer and the creation of Mary Katrantzou. It will provide information, which is consistent to the context provided on platforms such as Facebook and the BFC website. (Fig 21) The design of this page will be quite simple, and the message will be exactly what the click through states, the story of Katrantzou.

6.1.2 Timeline The Timeline button ties in with the Our Story page displaying achievements of the brand to date.(Fig. 22 and 23) The page will provide milestones as well as reviewing key points in the brands path through a timeline feature. A notable trait on the timeline page is the fact that the page will provide the user with two options; to hover over images to view each accomplishment or to click the years to review a five year summary. (Please refer to the detailed overview found at the back of the document for more details). This feature increases the level of interaction with the user’s engagement, providing a more interesting way to inform the audience about the brand’s history. The design aims to additionally reflect Mary Katrantzou’s creative nature by taking references to decoupage and collaging, which overall appeals to the creative aesthetic intended.

Figure 21. Our Story Page

Figure 22. Timeline Page 2008-2011

Figure 23. Timeline Page 2011-2013

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6.2 E-commerce Store The store is one of the focal components of the website. The key function of the store will be to recreate a luxurious, personal service that would be experienced offline in a retail space. One significant difference on the store pages is the relocation of the buttons and the Mary Katrantzou logo to the top of the page. This will provide customers with the most convenient shopping experience, as the navigation buttons and branding will not distract the consumer, enabling them to easily explore of all the products.

6.2.1 Customer Service Features Assistance Page The website as stated aims to give a personalised experience to each individual customer. One way this will be achieved is through the website store page. On entering the e-commerce site asupport dialog box will pop up offering assistance during their journey. Three options are provided: ‘yes’, ‘no’ or ‘maybe’. This enables the customer to choose whether they want to browse the store or if they would like a live personal assistant to help them, aiming to replicate the procedures that would be seen in a store. (Fig. 24,25 and 26) Each option will provide a varied response. By clicking ‘yes’, options are provided for consumers to check the most appropriate for their needs. The options provided are: Log in to your Account, Live Chat to an Advisor and Enter the Personal Shopping Service. The account login enables the consumer to have access to their personal details, such as, their style preferences, wish lists of products previously saved and other features outlined later in this document.

Live Chat Advisor Live chat will be available also in the Contact Us section if the client has a specific query. The live chat service will be in real-time, twenty-four seven to provide users with the luxury service at whatever time is convenient for them. The chat advisor role will be to answer questions and provide personal recommendations if the customer requires advice, in addition, they will be able to guide the consumer through different processes. Each chat will have a unique ID chat number to ensure the advisor keeps in contact with the consumer until they are fully satisfied. The advisor will have the ability to provide links to recommendations and assist the customer in any way they wish. The chat will be able to transcend refreshing through pages by using the unique chat number that will link with the users IP address. The service will only end when the customer ends the live chat.

Figure 24. Yes Option Assistance Box

Figure 25. Maybe Option Assistance Box

Figure 26. No Option Assistance Box

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Figure 27. Personal Shopping Page

Figure 28. Personal Shopper Questionnaire

Figure 29. Personal Shopper Recommendations

Personal Shopping Service For a consumer who does not require a particular chat advisor and does not wish to have an account with the brand, there is also the option to be provided the personal shopping service.(Fig.27) The personal shopping service asks the user to complete a brief questionnaire regarding their age, body shape, size and for what occasion the garment is required, along with products they prefer to wear and to what extent they like print work on the products. (Fig.28) All this information is processed to provide tailored options that will suit the user providing personalised recommendations that should complement the customers shape perfectly. (Fig.29). This concept builds on the intention of flattering the female form and creating a service that most users can find an option that is tailored to them. The service will continuously be updated by the personal shopping department. The department will review customer preferences of how the brand is being worn and then use this intelligence to suggest style tips. These recommendations are provided as options in Your Katrantzou account section. This feature will provide a high luxury service and create a extremely personalised experience available for everyone; a service not offered by any of the competitors. By having such a unique selling point is one of the main features developed to drive sales directly to Mary Katrantzou. Before the customer leaves this area they can create an account. This will recognise the preferences saving them along with new recommendations, which will be visible on subsequent visits. The suggestions will vary to ensure that the service does not seem static or computer generated, which means there must be consistent renewal of products on the website. This ensures that customers will keep returning, and loyalty can be retained. The customer service features are prominent in the top right corner of the store page, enabling customers to access the features at any point during the customer journey. On choosing the other assistance options, (maybe or no) the user will be reminded of this option should they change their mind.

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Figure 30. Expandable List Feature

Figure 31. Product Page

Figure 32. Personalise Your Shopping Experience Option

6.2.2 Store Features The online store will use universal functionality, search and expandable product lists (dresses – evening dressesday dresses). On choosing a product, the options will be immediately provided along with a 360 views and a zoom in function. (Fig. 30 and 31) Some interesting elements that the store will feature are the personal shopping service (as discussed), the narrow search feature and the wish list.

Personalisable Search Filter The narrow search feature permits users to slim result options. The button is named ‘Personalise Your Shopping Experience’, and the option will allow the search results to be filtered by colour, event, price and size (Fig.32). This is for the users that would like to receive a more private browsing experience, whilst not compromising the high service the online store can facilitate.

Wish list The Wish list feature will link to the Your account button in Your Katrantzou. The function operates whilst in the store. During product searches an option to add to wish list will appear. The wish list will save to the customer’s account and can be shared amongst social media. In the customers account the website will collate all the products the customer would like to own and their availability. This will double up as a ‘save list’ for customers to access at a later date. The wish list function will be powered by social media site Pinterest. When creating a wish list, this webpage will connect with Pinterest. This is aimed to develop to the online pin board community and provide further visuals and interaction between the customer and the brand. (Other social media plans regarding Pinterest will feature in the promotional strategy). Here, the brand will use the social media platform to provide their own style recommendations and encourage its customers and followers to do so. The website wish list section will create a ‘pin board’ of their favourite products on the site, this will then be able to be shared as a full board on the Pinterest website or as an image that can be shared on the other outlets such as email, Facebook, Instagram and Tumblr. Overall all of these features create a fully functional, personalised service that provides customer engagement and interaction, whilst providing good quality online service. These features will set Mary Katrantzou apart from the main competitors in the luxury fashion market. The store will provide one collection per season. When the brand expands to pre collections and main collections, there are the capabilities to increase the store functionality.

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6.3 Collections Collections will be an archive of videos and images related to each season. The button provides the four most recent collections, the remainder stored in the archive option. On choosing a season the user will have the options to view the seasonâ&#x20AC;&#x2122;s video, looks and backstage images.

6.3.1 Show Show will be the area where the seasonâ&#x20AC;&#x2122;s video can be viewed. The videos in this section will have the option to be full screen and will be HD quality to provide optimal viewing for the Mary Katrantzou users. (Fig 33)

6.3.2 Looks The looks section will provide close ups of each shot or the option to view thumbnails of the whole collection. Replicating the homepage slider mechanism, the looks page will be designed where one image will be more prominent than the next and previous images. (Fig. 34) On clicking an image, a larger view, along with the ability to zoom in and examine each show look will be enabled. Each image will be a high quality 600 dpi upload to ensure the pictures are high quality when users zoom in on the picture.(Fig.35) In the looks section it will also be possible to view thumbnails of the entire collection to provide the user with an additional way to view each season.(Fig. 36) This continues to give the user the choice to suit them building on the high interaction of the website.

6.3.3 Backstage Similar to the looks section, the backstage button will also show a sliding mechanism backstage photo album that will have the same features to enlarge the images and see an entire thumbnail collection. There is a variation of the design however between the looks and backstage page is to make clear each pages function and add creative depth to the site.(Fig. 37)

Figure 33. Show Page

Figure 34. Looks Page

Figure 35. Looks Page Close Up Image Shot

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Figure 36. Looks Page Entire Collection Thumbnails

Figure 37. Backstage Photos Page

Figure 38. Collections Archive

6.3.4 Archive The final section of the Collections buttons is the archive. Any season past four collections will be placed within this section. The design of the archive page is presented in a similar format to the home page using circular buttons relevant to each collection. (Fig.38) These buttons when clicked will follow the same format as the rest of the collection pages.

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Figure 39. Maryâ&#x20AC;&#x2122;s Picks Page

Figure 40. Inspiration Page

Figure 41. Journal - Online Content

6. 4 Mary’s World Mary’s World is an insight into both the designer and the brand. It allows consumers the opportunity to gather news and inspirations relating to Mary Katrantzou, along with personal choices from the designer herself. Mary’s World is segmented into three areas: Marys Picks, Inspiration and Journal.

6.4.1 Mary’s Picks Mary’s Picks is an area where the designer Mary Katrantzou will pick and discuss some of her favourite products. The image will hyperlink to the relevant product page, detailing availability and the page discusses reasons why the product has been chosen.(Fig.39) The picks will be updated on a bi-weekly basis and will set out in the same format to the Collections Archive page, using circular buttons to showing continuity in the Web design.

6.4.2 Inspiration The inspiration page will link to the current Tumblr account to increase social media traffic in both the newly created social media page and the website. (Fig.40) If analytics for the website becomes more successful than the current ratings of the Tumblr account an assessment for the need of the platform is recommended. Images chosen for the page will provide inspiration and hints to upcoming events for Mary Katrantzou and will update on an ad-hoc basis, dependent on current company initiatives, (e.g. fashion week run ups may be updated more frequently than in the summer periods.)

6.4.3 Journal The journal page will provide more news related content to the brand such as collaborations, Mary Katrantzou’s personal journeys, reviews and events. This content will be seventy per cent of the online articles. The remaining thirty per cent will be current news articles such as top trends for AW13, key celebrities associated with the brand, events, beauty, technological functions, artistic exhibitions and recommendations. By creating articles thar are not overtly associated with the brand will create a stronger readership from online communities by providing content that is enthralling and relevant. Adopting this strategy Mary Katrantzou can assign itself to different brands and technology whilst creating a strong identity the brand would want to portray. Topics featured in the journal will include: Culture, Celebrities, Style, New and Beauty. This will offer a wide selection for the user to browse. The web-page will track the articles the user reads and provide related articles to the topic to increase the dwell time in the journal. On the main page will show the top featured articles the brand wants to endorse encouraging readers to click those articles before any others.(Fig. 41) The tone of the journal will be factual whilst not too corporate; it will be written in first, second and third person dependent on the article and will provide an opinion to express individuality in the Mary Katrantzou brand. MARY KATRANTZOU

Figure 42. Your Account Page

Figure 43. Katrantzou Collective Page

Figure 44. Katrantzou Collective Options - The Mind, Body and Soul

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6.5 Your Katrantzou Your Katrantzou, is dedicated to the Mary Katrantzou consumer, and breaks into Your Account, and Katrantzou Collective.

6.5.1 Your Account In Your Account, the aim is to provide a personalised experience to the website. The page has recommended articles specific to the user, their saved wish list, and daily recommendations from the personal shopping service based on previous details entered. (Fig. 42) The article recommendation is monitored when the consumer is logged into their account. It keeps a log of articles the user reads through browser cookies so future recommendations can be made specific to each person. Other features the web-page has is the ability to upload to the Katrantzou collective, to speak to a live chat advisor and to enter the store. It also is a place where account details and preferences can be edited; along with an order tracking service providing information for the customers at every stage of the e-commerce procedure. This permits the customers to track their purchases with ease. To log out of the account, clicking the account button will display the option to sign out. By encouraging users to create accounts, it will allow each user a different experience that is relevant to them, highlighting the online luxury service.

6.5.2 The Katrantzou Collective The Katrantzou Collective is an area that gives the consumer an opportunity to engage with the brand by having user generated content published on the page. (Fig. 43) The collective speaks of the brand and the consumers as one, paying homage to the followers as they are the foundation of Mary Katrantzou. The collective is split into three sections the Katrantzou Collective Mind, Katrantzou Collective Body and Katrantzou Collective Soul. (Fig. 44)

The Katrantzou Collective Mind The Katrantzou Collective Mind is an area that encourages discussion and debate through the social medium Twitter and Facebook. (Fig. 45) Each month will discuss a different topic in which users can submit their ideas and opinions, thus giving customers a voice to be heard. The posts will hashtag MKcollective (#MKcollective) and monitor via a social media deck system (Postling), to ensure content is appropriate and remove â&#x20AC;&#x2DC;trollingâ&#x20AC;&#x2122; posts. MARY KATRANTZOU

The mind section will be a source of research by the brand and will be a powerful instrument to engage with the Katrantzou customer on a truly personable level. The topics will be an opportunity for the brand to gain valuable knowledge and even inspire future social media campaigns.

The Katrantzou Collective Body The Katrantzou Collective Body celebrates the human form of those who wears Mary Katrantzou. (Fig. 46) Building on the Facebook feature, the page will evolve the Your Katrantzou album. Here, clients can upload images of themselves in Katrantzou products. Zooming facility will allow users to see everything that makes the Collectiveâ&#x20AC;&#x2122;s body. When zoomed in on individual images, there will also be the opportunity to share images through all the leading social media platforms. The images can be narrowed by collection and popularity with even the option of keeping a record of preferred images that can be edited in your account (under the upload to the collective option). To ensure that uploads remain relevant and not abused each upload will be reviewed before appearing on the Katrantzou Collectives page. Once approved the links will be accessible in the users account section, allowing image sharing through personal social media accounts. The page will also have selected quotes to break up the imagery. All the quotes in the Katrantzou Body section will be relevant to the body clothing and craftsmanship.

The Katrantzou Collective Soul The Katrantzou Collective Soul enhances the creativity that is instilled into the identity of the brand. This appears currently in the Facebook group competitions and illustrations. (Fig 47) The Katrantzou Soul is an area that acknowledges the creativity of designs and the artistic nature of the Katrantzou target market. Similar to the Katrantzou Body the soul will also have the zoom in and share function whilst having quotes regarding creativity and imagination. Overall the aim of the Katrantzou Collective is to allow consumers to interact with Mary Katrantzou, offering insightful information regarding their tastes and attitudes, providing a space where tips and hints can be shared between consumers, whilst also developing a relationship between the target audience and Mary Katrantzou. The mind, body and soul areas highlight the different elements together and create an identity that connects both the customer with the brand. Users are given the opportunity to be showcased on a luxury brands website providing incentive, brand engagement and a service unlike any other luxury brand. For the company the collective will be a powerful marketing tool for future campaigns.

Figure 45. The Katrantzou Collective Mind Page

Figure 46. The Katrantzou Collective Body Page

Figure 47. The Katrantzou Collective Soul Page

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WEBSITE LOGISTICS

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7.0 Website Safeguarding

7.1 Portable Device Compatibility With the increased popularity of portable devices, there is an increased demand for websites to adapt and be compatible with the new technology. To ensure that the brand continues to build its digital and innovative rapport with consumers, it is essential that the website can adapt to be functional across all platforms. This will be achieved by adapting the websites features and functions, presenting them in a modular mobile friendly way, ensuring the services are of the highest standard across all the devices. The portable devices will use the rounded rectangular design for the mobile friendly version from the site, which maximises the surface area that the consumer accesses the internet from (Fig. 48 and 49) Scrolling on the compatibility sites will mimic the vertical scrolling seen on the websites static pages to shows a cohesive brand design. Ensuring the consumer receives all the correct preferences, the homepage will have all the key functions the user would require, including search functions, account log in and the e-commerce store. An option will be available to visit the non-mobile site, giving choice to the consumer. Whilst the mobile friendly site is not a replica of the original site, the coherent branding and accessible content remains the same enabling the consumer to have a seamless experience whenever they visit www.marykatrantzou.com.

Figure 48 and 49. The Tablet and Mobile Compatible Website

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7.2 Order Delivery Logistics To provide the luxury service throughout the online process there will a protocol extension for online ordering Following a confirmation email of the order, a personalised thank you email will also be sent to the customer. At every stage of the delivery process, emails will be sent to ensure the customer has the maximum amount of information. The delivery service options for the customer will be a next day delivery, express delivery (1-3 days) and standard delivery (3-5 days). For international shipments, tracking codes to monitor the shipments progress will be provided. All of the orders will have security protection to the value of the products and will be signed for on delivery. This process gives the customer confidence in purchasing such high value products online. Standard packaging will protect the contents from damage. As soon as the package is unwrapped, customers will experience a branded Mary Katrantzou package providing the customer with the same level of quality delivered in store. The white Mary Katrantzou branded boxes will be tied with black ribbon. (Fig.50) The products will be swathed in branded grey tissue paper and scented with Mary Katrantzou Six Sense fragrance. (Fig 51) There will also be a thank you card with the customer service contact number, for any queries. The luxury packaging will allow clients to store their products in the boxes long-term, providing an extra level of luxury service. The attention to detail in all aspects of the online delivery experience is what will set the Mary Katrantzou service apart from its competitors.

Figure 50 and 51. Mary Katrantzou Branded Box and Tissue Packaging

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7.3 Recommended Staffing Team Proactively managing the website, efficiently and to ensure it achieves maximum success, the following staff would be required:

Department

Staffing

Duties

Management

1 Head of E-commerce

Overseeing the overall management of the website.

E-commerce

3-4 people

Responsible for the product uploads and e-commerce store management.

Personal Shopping

2 people

Responsible for the recommendation picks. Works with ecommerce team to upload specific products.

Website Content

3 people

Responsible for monitoring of the Katrantzou Collective, Journal and Maryâ&#x20AC;&#x2122;s Picks.

Warehouse

6 people +

Responsible to work with the E-commerce team to coheres the deliveries.

The e-commerce team will work closely with the digital marketing department to promote elements of the website through social media. The purpose of this team will be to constantly update the website and maintain the brands luxury service to its customer.

CONCLUSION

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8.0 conclusion To conclude the proposed website will include a fully functional store with personalised features, a source information point regarding the company, brand and quality assured content articles along with user generated consumer focused capacities. Creating a strong web design will be one of the main strategies to reinforce the brandâ&#x20AC;&#x2122;s core values of creativity, surrealism, and femininity. This is achieved thorough a stimulating layout, floating design and decoupage inspired pages, similar to the brands timeline. The adaptability of the web design to be mobile friendly ensures the Mary Katrantzou customer has a premium experience at all times. The store design creates a groundbreaking 2D luxury experience for the customer. The personalised approach affords each customer three options and levels of assistance, along with many opportunities to transform the website into something that suits their needs. This builds on the companies aim to secure their secondary core values of digital and innovation whilst maintaining its luxury status. This is due to the website providing a completely new experience on the web, going above and beyond the usual features of a standard online medium. The additional thought into extensive delivery and packaging which creates a tactile extension of reinforcing Mary Katrantzou luxury status, provides the consumer with the satisfaction and further justification of purchasing a premium product, whilst also increasing the likelihood of repeat custom. Moreover by linking social media platforms, such as Pinterest and Tumblr, directly into sections of the website creates a social media hub for customers. Creating a robust brand identity through the site and a cohesive media strategy, the websites aim will provide an insight and medium to learn about Mary Katrantzou. The Katrantzou Collective will reinforce the brands identity and provide an unrivaled platform for the Mary Katrantzou customers to become captivated by the website. This further emphasises Mary Katrantzou ambition to provide additional levels of connectivity and personal service. Overall the website will create a hub for the brand with, functions and features that can potentially outperform some of the major competitors in the luxury industry by providing its consumers with an experience that will simulate the same levels of offline service within a luxury store.

References

MARY KATRANTZOU

References Fig. 1 Facebook (2013) Mary K Street Style. [image online] Available at: https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-as h4/320968_444014642332731_846416352_n.jpg [Accessed: 20 Apr 2013]. Fig. 2 Facebook (2013) Mary K Street Style. [image online] Available at: https://fbcdn-sphotos-b-a.akamaihd.net/hphotos-ak-as h3/644341_465085113559017_1511306135_n.jpg [Accessed: 20 Apr 2013]. Fig. 3 Facebook (2013) Mary K Street Style. [image online] Available at: https://fbcdn-sphotos-b-a.akamaihd.net/hphotos-ak-as h3/644341_465085113559017_1511306135_n.jpg [Accessed: 20 Apr 2013].

Detailed Website Overview

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Detailed page overview Homepage Main Features: • Moving Hover Button Circular Buttons • Static Frame • Navigation Buttons The main aim of the homepage is to create a strong visual image and entry to the brand’s world. It aims to have a surreal branded design aesthetic with neutral greys and whites with a faint collection print at either side of the static frame.

Floating Circle Sliding Feature The main page will have a mouse hover feature where the circles on the main page will transfer to which ever frame the user moves the mouse.

Navigation Buttons The bottom navigation buttons will remain static across the website, except in the e-commerce store where it moves into the most appropriate format at the top of the page. On clicking the buttons a menu will pop up with the different areas of the website. The extensive breakdown is as follows:

Brand • Our Story • Timeline

Store • • • • • • •

SS13 Show Exclusives Dresses Tops Trousers Skirts

• • •

•

Jackets Knitwear Accessories Jewellery

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• • • • •

• • •

Collections AW13/14 SS13 AW12/13 SS12 Archive

Mary’s World

Mary’s Picks Inspiration Journal

• •

Your Katrantzou

Your Account Katrantzou Collective

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Our Story Main Features • Static Frame • Moving Text Box

This page is quite plain in nature to enable the reader to read the brands history with ease. The main feature is the static frame text box that moves up and down so the reader can view all the text.

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Timeline Main Features • Horizontal Scrolling • Hover Over Images to Reveal Text • Annual Overview of Achievements

Initial View - The images when hovered over reveal an achievement.

When the user clicks the current year it will show an overview of achievements year by year. 2008

2009

2010

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2011

2012

2013

Ecommerce Store Main Features • Static Frame • Pop up assistance dialogue • Personal Shopping Recommendations • Refine Product List • Search Button • Expandable lists Assistance When a customer enters the Mary Katrantzou store page, a support page will pop up, asking if they would like assistance. There are three options yes, no and maybe.

If the customer chooses yes there are further options: • Log in to You Account, • Enter the Personal Shopping Service • Live Chat to an Advisor.

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If the user is unsure or does not need assistance, additional dialogue boxes will appear. The dialogue box wishes the customer a wonderful shopping experience and informs where the assistance button is should they change their mind. Maybe Dialogue Box

No Dialogue Box

E-commerce Store Functions Clicking the SS13 button on the menu will show a campaign image and a list of options, including a search button. This enables the user to find what they are looking for quickly and efficiently.

When the buttons are double clicked from the product menu, the site releases an expanded breakdown list. E.g. Dresses> All/ Day / Evening

In each section, hovering over the product releases the following options: • The product name, • Price • The option to add the product on your wish

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On choosing a product, a description, delivery details and returns policy will display for each product. The merchandise will have four images options: a close up image, front, back and side view. A magnifying glass option is available to give a three hundred and sixty degree view.

To narrow a product search the user can click ‘Personalise Your Shopping Experience’ which provides four filters. The refined search options are: • • • •

Size Colour Occasion Price

If the user would like to find a particular product there is also the store search box in the bottom left corner.

When clicking ‘Request A Personal Shopper’, the original yes assistance dialogue box appears, with the same options of the personal shopping experience, live chat and log in to your account. If the customer chooses to enter the seasonal shopping service, they are directed to the personal shopping page.

The page provides a service overview in a scrolling static text box. Once the user has read the service details, the option, Start the Service: ‘Enter Your Preferences Here’ takes the consumer to a short questionnaire.

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The questionnaire requests details such as: • Name • Age • Body Shape • Size • Favourite Colour • Pattern Preference • Outfit Preference

Entering the details allows the user to save either the preferences or show a personal recommendation.

Before the customer exits the recommendations, a dialogue box appears, enabling the consumer to save the preferences in their account for their next visit.

Collections Main Features: • Picture enlargement • Sliding image Mechanism • Video Player In the collections pages there are three buttons to each collection: • Show • Looks • Backstage The show function plays a video of the collections runway show with wide-screen, fast-forwarded, rewind and sound options.

The looks section shows images of each garment from the official catwalk show. If the user hovers over the light grey triangle the images move in a sliding mechanism, similar to the homepage. If the mouse moves away from the button, the middle image will be the most prominent on the page.

An image will appear larger, when clicked, in its own dialogue box for the user to be able to zoom in closely. In the box is the option to move to the previous and post shots, along with the choice to ‘View the Entire Collection’.

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This will display the entire collection in a static scrolling bar to follow the rest of the design aesthetics. Pressing any of the images will display the same dialogue box as detailed above.

The backstage section shows images from behind the scenes of the show. They are in a straight horizontal scrolling, static slider. Pressing the small faint triangular buttons scrolls the album photos left and right in the static slider. Enlarging and zooming facilities are also featured.

The archive collection is an area where previous collections are stored, to minimise the navigation buttons drop down lists. Using the circular button, as with the home page, organises the page order in a creative way. The archive collections are organised in a historical order. Clicking each one takes you to a collection in the same format as the example above.

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Mary’s Picks Main Features: • Static Vertical Scroll Text-box The main feature on the Mary’s Pick section is the scrolling text box to enable the designer Mary Katrantzou to write as much as possible about product, whilst keeping the image prominent. Selecting an image takes the user to the item’s product page. When the website starts to build a collection of Mary’s Picks the page will have an archive section, similar to the ones in the collections pages.

Inspiration Main Features: • Tumblr Linked • Image Zooming • Vertical Static Scrolling The inspiration page is links to the Tumblr account presenting a cohesively integrated platform. Enlarging and zooming facilities also feature. The box of inspiration is static like many of the pages in a vertical movement, which enables infinite scrolling.

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Journal Main Features: • Organised Article Segments • Article Recommendations • Featured Posts The journal is split into five sections: • Culture • Celebrities • Style • News • Beauty The main page reports the key stories from the online journal. It will have a mixture of brand news and posts which relate to the audiences tastes. Vertical static scrolling will also feature on this page. The previous months are organised in a historical order. When the user selects articles, the system will be monitor the choices to provide recommendations in the future. The journal aims to create a personable element to the brand.

Account Page Main Features: • Order Tracking • Account Details • Personal Shopper Recommendations • Wish list • Articles Recommendations • Upload to Collective The account section is an area that is personalised to each customer. There are six main buttons: • Enter the Store • Speak to a Live Advisor • Your Personal Shopper • Your Wish List • Articles of Interest to You There are two sections, the account details and user order history. When clicking each section it either guides the user to a website page or service (e.g. enter the store, speak to an advisor) or shows a selection of recommendations specific to the user (e.g. your personal shopper, your wish list, articles of interest) Uploads to the Katrantzou Collective are completed through the account section. This section holds approved image links that are on the collective and saves images of other pictures in the collective. Overall the account section aims to be a personalised space that is specific to each customer.

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The Katrantzou Collective Main Features • User Generated Content • Zooming in function • Static Horizontal and Vertical Scrolling • Search Refine • Share Function The Katratnzou Collective is a space that is a showcase of user-generated content through Mary Katrantzou. It is split into three areas: • The Katrantzou Collective Mind • The Katrantzou Collective Body • Katrantzou Collective Soul When the consumer enters the collective they will be presented with the three options. The areas focus on a different element, the mind concentrates on debate through Facebook and Twitter. The body allows entry in the thoughts of Mary Katrantzou and the soul allows creative flair. The mind is an area that has its own tweet box so that users of the collective can do it directly on to the website , which increases chance of engagement.

Each area has a search refine tool that enables the user to filter the conversation or images. The Katrantzou mind enables infinite scrolling in a static RSS feed for users to read the current conversation, but also has the option to view all the previous and favourite conversations from previous months. Quotes are chosen every week to appear on the site to incentive users to interact with the collective.

The Katrantzou Body and Soul have the ability to add images to their favourites or to filter the collection by the images with the most likes and season. Images can be shared across all social media. Overall the platform is aimed to be a social hub for consumers and an inspiration interaction within the fashion community.

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