"The Big Favorite" - Analyzing Digital Space

Final Project FASM 415-A02/WINTER 2021 Brianna Hanson/Jade Wild/Emilia Torrebiarte Neuweiler

8 Features of E-commerce Ubiquity: Good Accessible everywhere, website and mobil site are cohesive and easy to use There isn't an app - which we would recommend adding in the future when the company is more developed because it is even easier to use than a website on a mobile device

Global Reach: Poor Shipping of product is only available in the US, although the website is accessible anywhere

Universal Standards: Excellent The site is user friendly and consistent throughout

Richness: Good Small product selection No curated "Recommended for you" No login option There is a pop up to enter your email as well as in the footer on the webpage Can filter items by men, women, unisex, color, and size site is visually engaging although not personalized

Interactivity: Good No chatbox, but homepage has some gif content, you can hover over products to view alternative images There is an about section explaining the brand’s values, as well as a blog, and a slideshow of instagram photos. Users can also read customer reviews, as well as the headlines from reputable sources such as Vogue.

The mouse cursor turns into a recycle symbol in some places.

Information Density: Excellent Information is clear and well explained.

Icons used to help make it easy to browse product qualities and features.

Information is not overwhelming, but gives lots of insight into the products, as it is easy to find pages giving more detailed information.

Personilization and Customization: Poor Customized messages not used on the website or social media.

All content is curated to their target customer as a whole.

Social Technology: Good Featured posts from Instagram on their homepage.

Also has accounts on Facebook, LinkedIn, Pinterest, TikTok and Twitter.

There is not a link for their Facebook, Pinterest or TikTok on their website, but there is a link for all other social media, and the social media has the link back to their website.

All their content is cohesive with the brand aesthetic and message.

Strengths: Engaging web design Beautiful packaging Diverse models Strong copywriting Easy to navigate layout Multiple ways to get to the product page and the rewards page Androgynous fashion oriented - the future of fashion

Weaknesses: Small social media presence No membership program, no personalized content Small product assortment Few invitations to get on the brand’s mailing list / engage with social media Low incentive rewards program - only a couple dollars off new product when you return old product

Direct to Consumer

Business Model Customer Value Proposition:

Revenue Model

Quality products and a circular system: Thoughtfully designed undergarments that are long-lasting, super accessible and easy to recycle

Transactional revenue model

Market Space Conscious consumerism The US sustainability market is projected to reach $150 billion in sales by 2021 73% of the world’s clothing are ending at landfill, less than 15% is collected to be recycled, and 1% of that is going into new apparel The potential value of fashion’s circular economy could be as much as $5 trillion-Circular Fashion Report

Company Advantages: 100% Cotton Certified recyclable: brand takes responsibility of full life cycle of garment The use of QR technology Foster open communication with customers Customer rewards Direct to consumer: accessible price points

Main Competitors: Knickey Women organic undies for $13, that have a Recycling Program, offer a bundle option, and first pair guarantee.

Ubiquity Available everywhere:website and mobile Global Reach Website accessed globally Shipping to US, UK & Canada Universal Standards One set of technology standards Richness Visual: images and icons Informative No search feature Interactivity Chatbox with camara Subscribe to email newsletter Contact: phone & email Information Density User friendly information Share reviews Personalization and customization Create an account Social technology Share Instagram, Twitter, and Facebook handle Cohesive

For Days Men and women organic, 100% recyclable basics offer a zero-waste system; costumer can purchase a $10 take-back bag. They are known for their sweatpants and t-shirts.

Tees and tanks have a price point between $22-28.

Ubiquity Available everywhere:website and mobile Global Reach Website accessed globally Shipping US only Universal Standards One set of technology standards Richness Visual: images, icons, animation No search feature Interactivity Subscribe to email newsletter Contact: email Information Density User friendly information Personalization and customization Create an account, sign in with Google Wair Fit Advisor Related products Social technology Share Instagram, and Facebook handle Share community images Cohesive

8 Key Features in Successful Web Design

Functionality:

Informational:

Excellent - Fast loading, very easy to navigate

Excellent - Page is extremely easy to navigate, links are clear and easy to follow. Information is abundant.

Ease of Use:

Redundant Navigation:

Excellent - Navigation is simple and straightforward.

Excellent - There are multiple ways to get to the product pages and rewards program especially, but more pages have at least two ways to get there.

Ease of Purchase:

Multi-Browser Functionality:

Good - No one or two click purchasing options since there isn’t an option to save information. There are two quick pay options, Shop Pay and Google Pay.

Excellent - Works on multiple browser tested Ecosia, Safari and Google Chrome

Simple Graphics:

Legible Text:

Excellent - Graphics are simple but engaging. There is a use of gifs, but it is minimal and is used to draw attention to key information.

Excellent - Background is simple and text is easy to read.

*No App Website and Mobile Site are equal in quality and ease of navigation

Overview of Multichannel Comprehensive Marketing Plan

Website: User friendly platform Informative Personalized cursor Share product reviews Share articles Shows instagram photos Join the inner circle Search feature Connect:Instagram, Twitter, LinkedIn

Instagram: 3,166 followers Tagline “Undergarments that go places, just not the trash” Featured in @voguemagazine @fastcompany @worldeconomicforum Linktree Informative and visually appealing posts Informative live sessions Reels & IGTV Effective use of highlights

Twitter: 52 followers Tagline “First layers that go places, just not the trash” Featured in @voguemagazine and @Marieclaire Linktree

Facebook: 235 followers 221 people liked the page About same as Instagram Share email Direct to website Have a shop

TikTok: 106 followers 17 posts 239 Likes in total Share facts and other user's posts About same as Twitter direct to website

Pinterest: 2 followers Tagline “Undergarments that go places, just not the trash” 5 posts

Recommendations 1. Focus on Instagram and Pinterest Follow trends on these platforms Curate personal content Utilize Micro-Influencers Utilize other platforms as the brand grows Link all social media on their website Work on other platforms as company grows

2.Visuals on their circulatory process Turn potential waste from landfill to thread Return items are reused ad turned into a new garment QR codes on the tag let's customers track their warn out product to a new one Transparency on shipment Easier accessibility to information Transparency on Manufacturing

3.Create an account feature Email updates No 'Recommended For You' Track rewards Track order history Order again feature Updates on customer return products

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4. Measure through website traffic & amount of purchases Personalization Chatbox Interest Payments

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Thank you!

Sources

1. https://thebigfavorite.com/pages/designed-to-disappear 2. https://www.vogue.com/article/the-big-favorite-underwear-circularfashion-sustainability 3. https://www.vogue.com/article/for-days-upcycled-t-shirts-basics 4. https://www.girlfriend.com/pages/about 5. https://www.the-future-of-commerce.com/2020/01/23/closed-loopproduction/ 6. https://www.fastcompany.com/90587356/this-circular-clothing-brandwants-you-to-send-your-used-undies-back-to-be-recycled 7. https://www.voguebusiness.com/sustainability/fashions-circular-economycould-be-worth-5-trillion 8. https://www.businessinsider.com/sustainability-as-a-value-is-changinghow-consumers-shop