Elision Website Proposal by Yulia Aleksandrova

WEBSITE PROPOSAL

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

Elision Website Proposal Yulia Aleksandrova A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 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 16.05.2014

CONTENTS

INTRODUCTION

AIMS AND OBJECTIVES

PROBLEM STATEMENT

COMPANY INFORMATION

TARGET AUDIENCE

Elision is a new womenswear brand set to launch in 2015. It offers a unique concept - an exquisite made-to-measure collection for women, with elegant and timeless silhouettes in sumptuous fabrics and colours.

Primary research in the form of a questionnaire and extensive secondary research from top market companies such as Mintel and Ipsos have been considered when creating the design and layout for this site to anticipate the preferences and needs of the ideal visitor. In doing so, questions such as what does the audience want from the website are answered.

Each collection features pieces defined by feminine cuts and strong silhouettes. Elision’s pared-down design aesthetic suits women who want to focus on creating a hard-working, sophisticated wardrobe. The Elision key brand messages communicate an element of exclusivity, luxury, exceptional service and experience and content beyond expectations.

The main Elision target customer has been identified as a professional woman who enjoys the finer things in life. Her purchases are meant to connote something special—a spark of creativity, for example, or a sense of natural authenticity (for more detailed description, please refer to the Marketing Communications Plan). In order to cater to the specific needs of the Elision target audience, the site’s main theme will be as follows: • The navigation will be efficient and straightforward due to the busy lifestyle of the audience • The writing tone of voice will be set at higher education reading level (suggested by the higher income level). • Bold and opulent colours mixed with white spaces, in keeping with the brand identity, will be used throughout as the audience has a keen appreciation for minimalist yet elegant aesthetics.

Elisionâ&#x20AC;&#x2122;s primary consumer never feels the urge to telegraph her status. Rather, she tends to buy luxury goods because of their intrinsic value; and views the purchase as an investment. She prefers authentic brandsones enriched by a combination of heritage and quality, and generally buys on the basis of her personal interests. 7

Elisionâ&#x20AC;&#x2122;s secondary consumer would often splurge on luxury goods, and to her self-indulgence is not a guilty pleasure but a reward. She follows the latest trends in order to match her fresh and dynamic lifestyle.

WEBSITE SUMMARY The overall look of the website is designed to be premium, visually appealing with minimal aesthetics, and easy to use navigational system that guides the user every step of the way. Bold simplistic images and clever copywriting are evident throughout the web pages of Elision, creating a fluid browsing experience for each visitor. The colour scheme consists of an abundance of minimalist white spaces and subtle use of one of the brand’s colours, the blush pink Pantone shade of 14-1513, that stands out on its own but also mixes perfectly with key neutrals and darks. The refines neutrals used throughout the pages blend seamlessly with the rest of the content. The main pages of the site always feature the brand logo on top, with easy to navigate subsection hyperlinks below. Links to social media channels and online stylist can be found at the bottom of any page, making it easy for visitors to access and communicate with the brand on multiple channels. Elision places a strong emphasis on its core values and philosophies; therefore conveying them through a digital platform is crucial to the brand’s success. Exclusivity, quality, and content are clearly communicated through each section of the site, creating a coherent identity that is recognisable both on and offline.

Elision has considered several key features when designing this site: • Convenient: brains have an in-built system to reduce effort and energy. If a website is convenient and does things in a way that suits consumers, they will instantly feel an emotional bond forming with the brand. • Attractive: Big, bold images from the look book and campaign will be placed front and centre where visual information is processed far better. The eye goes to what is proportionally dominant, and the larger the size an image, generally the more important it is considered to be. • Informative: Elision’s content driven website will provide consumers with a story behind the brand and collection, evoking positive emotion. The site is fully compatible with any smartphone or tablet, catering to the increasing number of mobile internet users. The domain elision.co.uk is available to purchase from Sedo for the price of £249. The next pages will outline each section of the site and its overall function.

PRE-HOME PAGE When a visitor first enters the site elision.co.uk, they will see the first out of two home pages, or a pre-home page, that will act as an introduction to the brand aesthetics and will be the first glimpse a first-time visitor would have of the brand identity. The purpose of this page is that of a bridge to the main home page. It has been designed to be visually attractive and it features a big campaign image front and centre where visual information is processed far better. A quick access hyperlink [SEE THE COLLECTION] is located centrally in order to provide the used with an easy access to the collection page that will likely be visited the most. Alternatively, the user can scroll down, or click on the [SCROLL TO EXPLORE] link, which will lead them to Elisionâ&#x20AC;&#x2122;s main home page. The pre-home page will slide up and only appear again if the visitor reloads elision.co.uk into their browser.

SEE THE LATEST COLLECTION

SCROLL TO EXPLORE

HOME PAGE The menu will consist of the following links:

Appearance is crucial for obvious reasons in the fashion industry. With that in mind, Elision’s home page is an excellent source of design inspiration with attractive design and photography that makes the entire brand experience more appealing to users.

• LOOK BOOKS where the user can access images of the brand current and previous collections • THE IDEA which explains how the Elision concept works, the process of commissioning a garment and the importance of bespoke • SHOP – an e-commerce product page which can be accessed exclusively by users with an account • MOOD BOARDS that illustrate the brand’s visual inspiration • ELISION WORLD where visitors can access content rich features and news by the brand

The header of the home page consists of the Elision logo positioned at the centre of the page, a search bar of the left, and easy access links to contact, account and bag. The header section of the site remains identical throughout the inside pages, as to not confuse the user or hinder communication.

Below the menu, a page-wide large image of the collection is positioned, providing the user with an easy link to browse the collection designs that they feel immediately drawn to. Research shows that the eye goes to what is proportionally dominant, and larger the size an image, the more significant it is considered to be.

Arguably the most important component of a professional, intuitive website is the positioning of its content. The user should not have to go searching for the most relevant information of the site. Rather, Elision will position it where it is easy to find. Over the years designers have experimented with placing the menu of the left, right, top, centre and bottom of the page, however, placing on the top of the page has proven most successful. The menu will always be present at any section of the website as the user should constantly be able to look in the same area for the same menu.

At the bottom of the main section of the home page are placed links that are also considered to be of valuable information to users. They will provide an easy access to the website sections that allow you to book an appointment with the Elision showroom, request a visit from the brand’s Travelling Tailor service and a third one that explains about the brand’s Corporate Social Responsibility and involvement with the Vital Voices charity.

The home page of Elision has been designed to be visually attractive, easy to navigate, and most importantly, in keeping with the Elision identity of quality, exclusivity and content.

Links to social media channels can be found at the foot of any page of the site, including the home page, making it easy for visitors to access and communicate with the brand on multiple channels.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

Autumn / Winter 2015 SEE THE COLLECTION

About

Contact

Press

EXPLORE THE COLLECTION IN OUR LONDON SHOWROOM

ELISION TRAVELLING TAILOR

THIS IS EMPOWERMENT.

BOOK AN APPOINTMENT

STRAIGHT TO YOUR HOME

FIND OUT MORE

Why Bespoke

Terms and Conditions

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

LOOK BOOKS The LOOK BOOKS section of the menu features the current and any past collections of the brand. As the site launches, only the first and current Autumn Winter 2015 collection is available to browse. A slide show of three images per page, with navigational arrows and its sides, is positioned at the centre of the page. A particular image can be zoomed into when it is clicked on, further allowing visitors to discover and understand the quality and attention to detail of each garment, conveying one of Elisionâ&#x20AC;&#x2122;s key messages â&#x20AC;&#x201C; quality. A hyperlink is placed below that leads to the page where users can book an appointment with the showroom. This easy access link allows customers who are interested in commissioning a garment to navigate to that page effortlessly.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

Autumn / Winter 2015

BOOK AN APPOINTMENT

About

Contact

Press

Why Bespoke

Terms and Conditions

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

THE IDEA THE IDEA section of the Elision site provides new and returning users with information about the brand concept, the process of ordering a garment (through booking an appointment with the showroom or a Travelling Tailor), ‘why bespoke’ and a brief mention of the Elision Promise. Users can easily navigate through these sections by either accessing a particular one through the alwaysvisible links at the top, or simply scrolling down the whole page. The idea section is an essential part for the newly launched brand as it provides users with a summarised concept. It mentions the nature of the collection – made-to-measure – and explains that each garment is customisable in terms of cut, fabric and colour, which is the collection’s main selling point. The ‘how it works’ part builds on the idea behind the brand and gives an overview of the two possible options to create an Elision account, essential when making a purchase, be it in-store or online. It gives thorough yet concise information of the process with easy to access links to relevant pages. As the concept of making a

purchase is somewhat complex compared to that of a regular ready-to-wear brand, explaining the two account options to set up an account coherently is essential to attracting new customers. ‘Why Bespoke’ gives customers insight into the benefits of made-to-measure and the importance of quality, fit and durability of garments. The copy mentions the drawbacks of shopping off the peg without being disrespectful to those who do, and highlights the Elision philosophies of quality, craftsmanship, and exclusivity. Four key points that are the hallmarks of the brand’s garments act as an extension of the image once the user hoovers over them with the mouse, and a link to the collection is available at the bottom of the text. The last section tackles the issue many people fear when commissioning a made-to-measure garment, especially online, which is that the fit of the garment would not be as perfect as promised. To resolve this issue, Elision briefly mentions its ‘impeccable fit promise’ that allows for either a free alteration in the showroom or a £100 credit to visit a local tailor and have the garment altered.

CONTACT

LOOK BOOKS

THE IDEA

HOW IT WORKS

SHOP

MOOD BOARDS

WHY BESPOKE

OUR PROMISE

ELISION WORLD

THE IDEA In a homogenised world where high fashion collections are available to order as their runway shows are being streamed live, and where every major city features the same expensive designer stores, bespoke offers the contrast of the hype that is traditionally associated with luxury brands. Opulent and timeless... This is luxury clothing to sigh for. In 2015, Elision opened its doors for the first time offering an exquisite made-to-measure collection for women, with elegant and timeless silhouettes in the most sumptuous fabrics and colours.

HOW IT WORKS OPTION ONE: VISIT OUR SHOWROOM

YOUR ACCOUNT

YOUR BAG

THE IDEA

HOW IT WORKS

WHY BESPOKE

OUR PROMISE

HOW IT WORKS OPTION ONE: VISIT OUR SHOWROOM

We welcome you in our London Showroom by appointment only, providing you with a highly personalised and memorable experience in an intimate setting. We promise to guide you every step of the way there. We will always steer you true and our stylists and tailors are simply experts when it comes to helping achieve a flawless fit. Come see us and discover our collection, choose the perfect style, try on sample pieces, choose fabric and colours and get measured by one of our expert tailors. There is something about the process of being measured, choosing the details such as the right shoulder line, the lapel, the silhouette, the impeccable finishing... You gain a level of craftsmanship and quality, from skilled workers, that is simply not possible in a ready-to-wear garment. Once we have created your personalised profile, you can even purchase your next beautiful Elision piece on our website.

BOOK AN APPOINTMENT

OPTION TWO: BOOK AN APPOINTMENT WITH ONE OF OUR TRAVELLING TAILORS For those who live outside of London, we offer a unique made-to-measure online experience. Unlike a standard e-commerce service, you would receive the same personalised experience as in our showroom. How is that possible? Book an appointment to your preferred address and we will send one of our skilled tailors directly to you. They will measure you, show you fabric swatches, and give expert advise on the perfect garment fit. If you are still not sure, our stylist are online 9-5 every day - simply chat to one for advise of the style, silhouette and fabric best suited to their occasion or lifestyle.

THE IDEA

HOW IT WORKS

WHY BESPOKE

OUR PROMISE

Price for the service is £200, £100 of which will be redeemable if an order is placed. BOOK AN APPOINTMENT WITH A TRAVELLING TAILOR

WHY BESPOKE? There is so much on offer in the world of high fashion, we can often feel inundated. There is a reason why bespoke feels like the ultimate personal luxury – from the process of being measured to choosing the details such as the fabric, silhouette and the right length to the impeccable finish. With a ready-to-wear garment, consumers are conforming to a pre-determined size meant to fit as many people as possible. Since no two women are the same shape and many others are side-lined by mainstream designer fashion, where sizes often stop at a size 14, we offer a product that delivers much more than even the most expensive factory-produced garment. We don’t believe in settling for second best. And neither should you. We have travelled the world searching for the luxury fabrics, tasteful designs and expert craftsmanship that are the hallmarks of our products. Quality is at the core of our philosophy and our customers will experience it first-hand the moment they put on an Elision garment. And of course, all that quality would not be worth a penny unless the garment fit is just right. Elision not only guarantees that fit, but it promises to guide consumers every step of the way there. Elision always steer its customers true and its stylists are simply experts when it comes to helping achieve a flawless fit.

SEE THE COLLECTION

THE IDEA

A CLEAN, FEMININE CUT THAT’S MODERN AND REFINED

HOW IT WORKS

WHY BESPOKE

OUR PROMISE

HOW IT WORKS

WHY BESPOKE

OUR PROMISE

Price for the service is £200, £100 of which will be redeemable if an order is placed.

BOOK AN APPOINTMENT WITH A TRAVELLING TAILOR

WHY BESPOKE?

There is so much on offer in the world of high fashion, we can often feel inundated. There is a reason why bespoke feels like the ultimate personal luxury – from the process of being measured to choosing the details such as the fabric, silhouette and the right length to the impeccable finish. With a ready-to-wear garment, consumers are conforming to a pre-determined size meant to fit as many people as possible. Since no two women are the same shape and many others are side-lined by mainstream designer fashion, where sizes often stop at a size 14, we offer a product that delivers much more than even the most expensive factory-produced garment.

EXPERT CRAFTSMANSHIP FROM THE INSIDE OUT

With a ready-to-wear garment, consumers are conforming to a pre-determined size meant to fit as many people as possible. Since no two women are the same shape and many others are side-lined by mainstream designer fashion, where sizes often stop at a size 14, we offer a product that delivers much more than even the most expensive factory-produced garment.

And of course, all that quality would not be worth a penny unless the garment fit is just right. Elision not only guarantees that fit, but it promises to guide consumers every step of the way there. Elision always steer its customers true and its stylists are simply experts when it comes to helping achieve a flawless fit.

SEE THE COLLECTION

THE IDEA

SEE THE COLLECTION

THE IDEA

FINE, LUXURY DETAILS FOR THE SARTORIALLY MINDED

HOW IT WORKS

WHY BESPOKE

OUR PROMISE

HOW IT WORKS

WHY BESPOKE

OUR PROMISE

Price for the service is £200, £100 of which will be redeemable if an order is placed.

BOOK AN APPOINTMENT WITH A TRAVELLING TAILOR

WHY BESPOKE?

We don’t believe in settling for second best. And neither should you. We have travelled the world searching for the luxury fabrics, tasteful designs and expert craftsmanship that are the hallmarks of our products. Quality is at the core of our philosophy and our customers will experience it first-hand the moment they put on an Elision garment. And of course, all that quality would not be worth a penny unless the garment fit is just right. Elision not only guarantees that fit, but it promises to guide consumers every step of the way there. Elision always steer its customers true and its stylists are simply experts when it comes to helping achieve a flawless fit.

SEE THE COLLECTION

THE IDEA

PREMIUM FABRICS FOR DURABILITY AND DRAPE

SEE THE COLLECTION

SHOP The Elision online store is a focal component of the website. It acts as much more than a regular e-commerce store as it relies heavily on the brandâ&#x20AC;&#x2122;s philosophy of exclusivity. The e-commerce space can only be accessed by customers who have an account with Elision i.e. their measurements have been detailed and entered in the system by either a specialist at the showroom or a Travelling Tailor. This private service helps Elision retain its promise of craftsmanship as trusting consumers to take their own measurements may hinder the end product, and subsequently, the brand reputation. The exclusivity will create intrigue amongst potential customers that will urge them to create a personalised account, and also provide existing account holders with a customised experience, similar to what they would receive in-store. The login details returning users must enter have been emailed to them as soon as their account was created, and links at the bottom of the page help those without an account to take action towards creating one.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

Welcome back.

Please login to your account. e-mail address: password: Forgotten password

In order to shop online with us, a personalised profile needs to be created with the help of one of our experts. To do this, you can either visit our showroom in London, or book an appointment with one of our Travelling Tailors.

About

Contact

Press

ÂŠ 2014 ELISION London Ltd

Why Bespoke

Terms and Conditions

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

PRODUCT PAGE The product page of the Elision e-commerce section consists of minimalist layout with simple and clear product images cut outs, and an easy navigation menu at the left hand side that caters to the different types of garments. When selling a product, Elision aims to make usersâ&#x20AC;&#x2122; first impression to be as positive and remarkable as possible. Choosing the best way to display products is a really important step of web design, therefore the brand will drive attention through an abundance of white space and beautiful high res product photography. Text is almost not present â&#x20AC;&#x201C; in order to see the product name and price, the customer needs to hoover their mouse over said image.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ALL COATS DRESSES SKIRTS TROUSERS TOPS

PANEL DRESS £850

ELISION WORLD

YOUR ACCOUNT

YOUR BAG

INDIVIDUAL PRODUCT PAGE Quality is an effective and essential selling point for Elision. As the price point of the products is higher than some of the brandâ&#x20AC;&#x2122;s competitors, this page needs to reflect the quality of the garments. The viewer will instantly feel for the quality and luxury of the brand through extremely detailed and high res photography. A good presentation will draw the visitorâ&#x20AC;&#x2122;s attention, help them understand the product and even convince them to buy it. Vivid photographs together with thoughtfully written product detail copy, this presentation will be one of the most important asset on the brand website. The page will feature a number of images from different angles that can be zoomed into great detail. Quality product photos are critical for building confidence and giving the Elision user a strong grasp of what they are purchasing. Once the customer decides to purchase a garment, they are lead to the fabrics pages where they can choose between a great selection of silks, laces, and wools etc. specially chosen for the particular garment they are interested in. Every piece of the collection can have up to 30 fabric choices for customers, which can be zoomed into where a detailed description of the weight, colour etc. is available.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

CLARA DRESS £850 Description The Clara dress captures the Elision’s timeless aesthetic in one. It’s designed to create a flawless hourglass silhouette with capped sleeves, an elegant round neckline and internal boning and underwiring at the bodice. The structural shape of the skirt demands to be worn with your sleekest heels.

GO TO FABRIC SELECTION

About

Contact

Press

Why Bespoke

Terms and Conditions

ADD TO FAVOURITES

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

FABRIC CHOICES

ADD TO BAG

About

Contact

Press

Why Bespoke

Terms and Conditions

ADD TO FAVOURITES

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

FABRIC CHOICES

Ushikubi Silk Serial: 046 Item: AL-103

Width: 140cm Weight: 126g/m² Piece Dyed

ADD TO BAG

About

Contact

Press

Why Bespoke

Terms and Conditions

ADD TO FAVOURITES

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

MOOD BOARDS The mood boards menu page on the Elision website allow users to explore the visual inspiration behind the brand, and provides them with a behind-the-scenes glimpse of its aesthetics and design influence. The aim of the mood boards section is to further elicit a positive relationship between Elision and its customers. This is executed through storytelling, one of the brandâ&#x20AC;&#x2122;s key marketing tactics. Presented in a minimalist blog type layout, the page showcases the visual inspiration that sparks Elisionâ&#x20AC;&#x2122;s creativity and provides the brand with ideas on ways to approach its designs. It collects and presents Fine Art, Photography, and Architecture images from various places around the web (linked appropriately whenever possible).

CONTACT

LOOK BOOKS 31st Oct.

THE IDEA 31st Oct.

SHOP

MOOD BOARDS 30th Oct.

ELISION WORLD 30th Oct.

27th Oct.

28th Oct. 29th Oct.

26th Oct.

27th Oct.

25th Oct.

25th Oct. 24th Oct.

22nd Oct.

21st Oct. 18th Oct. 18th Oct.

17th Oct.

16th Oct.

YOUR ACCOUNT

YOUR BAG

ELISION WORLD A blog section with exciting features can be an effective way to engage customers, improve branding, and boost traffic on the Elision website. Elision World will provide the brand with content that may be linked to or shared across social networks, via email, or through search engines. Customers who find blog posts informative, entertaining, or helpful may be more likely to make purchases from the brand itself responsible for this posts. During a recent webinar, Thomas Hynes, PR Newswire’s manager of blogger relations, encouraged businesses that were going to use a blog as a form of marketing to, among other suggestions, (1) grab the reader’s attention quickly, (2) have an angle or a perspective, and (3) know the audience.

Elision World positions itself at the high-end of business blogging, and may be described as a web magazine. Elision World gets readers attention with articles that are specific to the lifestyle it represents and the products the brand sells.

Rather than only serving as a platform to promote the brand products, Elision understands that its consumers can see right through this technique. Instead, the brand builds on storytelling with on-topic feature posts based around news, interviews, interiors, art and travel, that will keep the brand’s audience engaged while still providing with the opportunity to include a link to some products in the occasional post. By positioning Elision as trustworthy and helpful, the brand earns a place in the readers’ minds, where they carefully categorise the information they need to make upcoming purchases. Sometimes this is conscious (i.e. researching dress options for an occasion a few weeks before purchasing) and sometimes it is not (i.e. reading lifestyle blogs with no direct intent to purchase a dress in the near future).    The success of the Elision World section relies on providing visitors with exciting, magazine-like content that best focuses on their needs and interests. Only then will they be more inclined to purchase from the brand. New articles will be added on a monthly basis, with previous months available in the archive section at the bottom of this page.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

YOUR ACCOUNT

ELISION WORLD

ELISION WORLD October 2015

THE PLACE

THE LOOK

THE WOMAN

MONTRÉAL

WINTER BLUSH

LENA MAY

Old Ville-Marie, the St Lawrence and the Ottawa confluent, the great seaway from lakes to oceans, the boundless land. French North America, as might have been, as is – different, good, alive. Read more

An array of blush pinks are sweeping across our winter wardrobes - clean cuts strengthen this soft hue with a modern edge

Lena May is a textile artist of grace and clarity who, each Saturday morning, rises early to work among the fresh and lovely vegetables at Fern Verrow’s stall at Spa Terminus. Read more

YOUR BAG

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD October 2015

LENA MAY Lena May is a textile artist of grace and clarity who, each Saturday morning, rises early to work among the fresh and lovely vegetables at Fern Verrow’s stall at Spa Terminus. The remainder of her working life is given to her art: anthropologically conceived but aesthetically executed, it’s an interweaving of everyday materials and traditional craft techniques that throw light on the inseparable connection between social history and material custure.

What objects do you have on your desk and what stories do they tell? It actually depends on what stage of production I’m in – at the moment as I’ve just finished with a lot of projects there is just a coaster, a filing system and a stone I got the other day – it’s a little bit ugly and kind of looks artificial; it’s a mixture of two stones coming together. But more often than not my desk is covered with too many papers, book or magazine dummies, paper and linen samples. What books in you studio have become invaluable to you?

It’s difficult to name a few, but one book I really value and can always come back to is the Whole Earth Catalogue; a catalog which has been published in the late 60s and early 70s and listed all sorts of products for sale. An item could be listed if it was useful as a tool, relevant to independent education, high quality or low cost, not already common knowledge and easily available by mail. It’s a fantastic index of all kinds of different things. I think Steve Jobs actually called it ‘Google before Google’. Another one I really value is Schott’s Miscellany, a collection of culture trivia; it’s highly entertaining.

ELISION WORLD

YOUR ACCOUNT

YOUR BAG

BOOK AN APPOINTMENT The [BOOK AN APPOINTMENT] website sections, both with the London showroom and Travelling Tailor, are designed to be as easy to navigate and access as possible. The process follows several steps that allow the visitor to choose a date, time and input their details such as name, email and mobile. The difference between the two possibilities is that when booking an appointment with the brand showroom, the user instantly accesses the database to see which times are taken and which ones are available to book, therefore complete the booking procedure immediately. The Travelling Tailor option, on the other hand, requires for a brand representative to contact the appointed freelance tailor in the chosen area and see if they are available to visit the client at their selected date and time. Elision promises to inform the customer within one working hour, either via email or phone call. When the booking process for either is complete, the user automatically receives a booking confirmation email, and a second reminder email the day before their appointment.

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

BOOK AN APPOINTMENT Come see us and discover our collection, choose the perfect style, try on sample pieces, choose fabric and colours and get measured by one of our expert tailors.

October 2015 Monday

Tuesday

Wednesday

Thursday

Friday

NEXT STEP

About

Contact

Press

ÂŠ 2014 ELISION London Ltd

Why Bespoke

Terms and Conditions

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

YOUR ACCOUNT

YOUR BAG

ELISION WORLD

BOOK AN APPOINTMENT WEDNESDAY OCT 22 - MORNING 10:00 AM 10:15 AM 10:30 AM 10:45 AM 11:00 AM 11:15 AM 11:30 AM

+ AFTERNOON + EVENING

NEXT STEP

About

Contact

Press

Why Bespoke

Terms and Conditions

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

YOUR ACCOUNT

YOUR BAG

CONTACT

ELISION WORLD

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

Reserve your appointment for WED OCT 22, 11:00 AM.

NAME:

We’ve got a lot of exciting things in store for you.

E-MAIL: MOBILE:

Look forward to seeing you on Wednesday October 22nd at 11:00 am.

BOOK AN APPOINTMENT

+ ADD TO CALENDAR ELISION 42 York Street London SW1 3BN +44(0)20 3353 3442

About

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Press

Why Bespoke

Terms and Conditions

About

Contact

Press

Why Bespoke

Terms and Conditions

ELISION WORLD

YOUR ACCOUNT

YOUR BAG

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

ELISION WORLD

BOOK AN APPOINTMENT WITH ONE OF OUR TRAVELLING TAILORS For those of you living outside of London, we offer the option to get a bespoke experience at the comfort of your own home. Unlike a standard e-commerce service, Elision’s aim is to reproduce the same personalised experience you would receive in-store. To achieve this, freelance tailors in key locations throughout the country have been appointed to visit you and take your measurements, show you fabric swatches, and provide expert advise on the perfect garment fit. Online stylists are available during working hours to provide you with their expert advise on style, silhouette, and fabrics best suited to your occasion. Price for this service is £200, £100 of which are redeemable if an order is placed.

UK POSTCODE: LOOK UP EXACT ADDRESS

About

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Press

Why Bespoke

Terms and Conditions

TALK TO A STYLIST

YOUR ACCOUNT

YOUR BAG

CONTACT

LOOK BOOKS

THE IDEA

SHOP

MOOD BOARDS

YOUR ACCOUNT

YOUR BAG

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THIS IS EMPOWERMENT The [THIS IS EMPOWERMENT] section of the Elision website refers to the brandâ&#x20AC;&#x2122;s corporate social responsibility and its association with the Vital Voices foundation. Corporate social responsibility is more significant than ever and being open and transparent is an essential part of doing business. At a time when consumers are becoming more enquiring and reputational risk is a vital concern, communicating efforts to give back to communities are becoming major commercial considerations. And by incorporating this element into the Elision website, the brand clearly communicates its goals and mission to all users. By emphasising on the brandâ&#x20AC;&#x2122;s involvement with a charitable organisation such as Vital Voices on its Home Page, Elision will profile and build customer loyalty. It provides a platform that will serve as a way to differentiate the brand by stressing its ethical values through close associations with the humanitarian cause. The copy gives a summary of the brand mission statement and outlines what steps it has taken towards its accomplishment.

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It started with an idea. A simple act in response to a call for help. It started by listening because everyone has a voice and we all deserve dignity. Because women are willing and capable. Itâ&#x20AC;&#x2122;s about investing in a whole person because people are worth it. Because everyone has a dream about their future. As a young business we are at the start of a challenging journey. Driven by our passions for positive social change and designing beautiful garments, we believe that we are on the right path. When we first heard about the Vital Voices foundation and its mission, we knew we had found an organisation that believes in what we do: that women worldwide should be given the tools and resources they need to be successful on their own. Our ultimate dream is to empower every woman on this earth to be the best she can be. For each beautiful garment that we make, there is an equally beautiful change happening somewhere else in the world. The Vital Choices foundation strives to identify, invest in and bring visibility to extraordinary women around the world by unleashing their leadership potential to transform lives and accelerate peace and prosperity in their communities. Added to this, for each purchase of our specially designed Ava scarf, made directly through us, 70% of the proceeds go to the Vital Voices foundation. The scarves are produced by women in Delhi employed by Vital Voices with fabrics outsourced from local mills where the production process is completely transparent and ethical.

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ÂŠ 2014 ELISION London Ltd

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ABOUT The [ABOUT] section of the Elision site informs visitors of information about the brand and what it delivers, its founder and history, and philosophies and mission. Elision understands that many different types of people will visit this page, including regular users and first-time visitors. They will be visiting the page for many reasons and to ask various questions, but the core objective will be the same for all groups: to inform them why they are on the site and why they should be on the site. Much like [THE IDEA] section, this page is a crucial tool to drive interest from existing and potential customers to the newly launched brand. To summarise, the ABOUT page will feature: • Concise, yet informative introduction to concept of Elision • Explanation of the identity, processes, and products • Mention of when the company was founded, and by whom, the founder, Yulia Aleksandrova • The corporate social responsibility element – how is Elision accomplishing what it claims to do • Address of the showroom and link to the CONTACT page As the brand evolves, the ABOUT page will be regularly adapted to mention any relevant information and achievements.

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In 2015, we opened our doors for the first time offering an exquisite made-to-measure collection for women, with elegant and timeless silhouettes in sumptuous fabrics and colours. Each collection features pieces defined by feminine cuts and strong silhouettes using only the most sumptuous materials. Elision’s pared-down design aesthetic suits women who want to focus on creating a hard-working, sophisticated wardrobe. Yulia Aleksandrova founded Elision when she realised that women’s made-to-measure garments are not easily accessible. Like many women who don’t conform to the fashion industry’s ideal in terms of height and body shape, she found it extremely hard to find what she was looking for on the fashion high street. Her background in Fashion Promotion with a degree at the award-winning University of Huddersfield and previous experience of working in Marketing for various companies is what gave her the confidence in launching the made-tomeasure brand. Discover the beautiful Elision garments by booking an appointment with our London showroom or with one of our Travelling Tailors, perfect for those living outside the capital. Our experts will help you choose a design, materials and colour from the collection that best suits your lifestyle to create something truly unique.

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The result: a unique bespoke fashion creation perfectly tailored to each client, which masters the traditional by adding the detail that will make the difference. A handcrafted design manufactured in London, which will become the mainstay of your wardrobe and a reflection of your own personality. We strongly believe in making a difference and we have made it our mission to empower women. Our work with the Vital Voices foundation is straightforward - for each beautiful garment that we make, there is an equally beautiful change happening somewhere else in the world. The Vital Choices foundation strives to identify, invest in and bring visibility to extraordinary women around the world by unleashing their leadership potential to transform lives and accelerate peace and prosperity in their communities. Find out more.

ELISION London Limited 42 York Street London SW1 3BN

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CONTACT Through its [CONTACT] page, Elision allows for a dialogue between the brand and its visitors to start. It is crucial for this page to be easy to find, therefore, two [CONTACT] links will continuously be present throughout the siteâ&#x20AC;&#x2122;s pages, one at the bottom navigational menu and one at the top right corner of each page. The contact page provides an opportunity for customers and media to further engage with the brand by offering different contact options to best suit their needs. Links to the Elision social media platforms are more prominent on this page than on the others, further enabling conversation. The page also includes a link to a brand music playlist and an invitation to all visitors to sign up to the Elision mailing list where they will receive newsletters and press releases about the brandâ&#x20AC;&#x2122;s activity every two weeks.

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ELISION London Limited 42 York Street London SW1 3BN

Please contact info@elision.com for all enquiries.

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For all press enquiries, please contact: pr@elision.co.uk +44(0)20 3353 3443

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JOBS For all job related enquiries, please email careers@elision.co.uk

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PRESS The [PRESS] section of the Elision website can be found on the bottom navigational menu and provides the visitor with various media exposure that brand has received, emphasising Elisionâ&#x20AC;&#x2122;s authority through the fact that the brand has been awarded with online and print coverage. The section will include press cuttings from various online and print publications and it will be regularly updated as soon as the brand receives the recognition. The section will also feature celebrity images as a result of PR based endorsement. The content will be arranged by date, with the latest coverage on top and will link the article to its source where possible.

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PRESS COVERAGE FOR PRESS ENQUIRIES, PLEASE CONTACT PR@ELISION.CO.UK OR 020 3353 3443

WHOWHATWEAR feature the AW15 Elision Skirt 31st Oct.

ELLE feature Elision trousers in their November issue 14th Oct.

ODETTE ANNABLE wears Elision trousers 10th Oct.

31st Oct.

Actress Kristen Bell in SW15 Elision shirt for Just Jared’s spotlight feature 4th Oct. Elision and Charlotte Ritchie feature on GRAZIA’s best dressed 9th Oct.

Elision feature in FOAM Magazine 2nd Oct.

Elision feature in GRAZIA Magazine 25th Sept.

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SITE NAVIGATION AND EMBEDDED HYPERLINKS Linking to other pages on a site is one of the most powerful features of the web, so it is important to make it easy for visitors to identify and use links on the Elision website. Below are illustrations of the site navigational menus and links. To make the process of moving from one page onto another effortless, Elision will underline the menu links when the visitor hoovers over them with the mouse cursor. This will help the user confirm the text is indeed a link, without overpowering the text itself. Links located in the website copy are constantly displayed as underlined, while hyperlinks to email addresses etc. change colour when the mouse is positioned over them.

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HOW IT WORKS WHY BESPOKE

Autumn / Winter 2015

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ELISION TRAVELLING TAILOR

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Logo acts as a link to the home page at all times

ELISION WORLD

ALL COATS DRESSES

Autumn / Winter 2015

SKIRTS SEE THE COLLECTION

Drop down navigational menu

TROUSERS TOPS

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The talk to a stylist button automatically opens up a live chat bubble with one of the brand’s stylists who are available all day during business hours

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ELISION TRAVELLING TAILOR

THIS IS EMPOWERMENT.

STRAIGHT TO YOUR HOME

FIND OUT MORE

Terms and Conditions

TALK TO A STYLIST

CONTACT

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ELISION London Limited 42 York Street London SW1 3BN

Links to the stated email address. Once clicked, a new email addressed to the brand automatically opens

Please contact info@elision.com for all enquiries.

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PRESS For all press enquiries, please contact: pr@elision.co.uk +44(0)20 3353 3443

+44(0)20 3353 3442

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Links to social media platforms, present on every page

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JOBS For all job related enquiries, please email careers@elision.co.uk

LISTEN TO THE ELISION PLAYLIST

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Underlined text indicates which page the user is currently on

MOBILE DEVICE COMPATIBILITY More and more visitors view websites through their smartphones and other mobile devices with greatly reduced screen sizes. Making sure that the Elision site is not just visible but also functional on these devices is crucial. Mobile devices usually make it easy for users to zoom in and out, but this puts the burden on the user and constantly zooming can be awkward. In order to provide portable device users with the same experience they would receive from visiting the website on a computer, Elision has restyled the existing site to make it fully compatible with all tablets and mobile phones. Pages have been reformatted to be friendlier for mobile users with narrower width, single column format, and larger buttons. Next page shows the restyled equivalent on a mobile device. While the mobile site version slightly differs from its regular counterpart, it is ensured that both remain on brand, providing users with a seamless experience should they switch from using one to the other.

PLAN FOR UPDATES Regularly updating the content on the Elision site is vital to developing a relationship with visitors and attracting the search engines. Establishing a routine is the best way to approach content updates. There are two main types of content updating for the Elision sites, and each requires its own routine: • Fresh blogging/magazine-style content in the ‘ELISION WORLD’ section will be added to the site once per month. • New pages with content will be added whenever necessary such as press inclusions, the addition of a new staff member or expansion into a new area of business. Making revisions to or adding new material to an existing page is an often-overlooked part of a content management plan. Elision will make it part of its routine to look through the site every week to see if anything new can be added.

HOUSEKEEPING At some point, is it inevitable that the Elision website will crash: the hard drive on the server will die, someone will accidentally erase some files, or a database will get corrupted. These are rare occurrences, but when they happen they become catastrophes only if the brand has not properly backed up the site. Elision will follow these three basic steps to a backup routine: • • •

Making a copy of all necessary site files Storing the copied files Backing up the copied files

The other issue the brand faces is that as websites are becoming increasingly complex, they need to be regularly tested to ensure that the site is working properly. Elision plans to consistently monitor the site in order to catch any potential issues before they turn away any visitors. A regular inspection will be carried out at least once every week and below are outlined some of the site’s components that need to be tested: • • • • • •

Images—Visual check-up for broken images, re-upload if necessary or correct the HTML if the image has been moved. Links— A link validator will be used to catch broken links. Forms—Test that visitors’ emails arrive at the correct e-mail address. Errors will be deliberately made to test the form-validation process. Photo galleries will be tested to see that they are working and images are displaying correctly. Social media links will checked to see if they are still working Shopping – the entire process from fabric selection to ‘buy now’ buttons and shopping bags will be tested to see if they are working correctly.

CONCLUSION Overall, the proposed website for Elision provides an outstanding online presence that caters to the needs of the discerning Elision consumer. The website has been designed to be elegant and neat, while portraying the brand’s values of craftsmanship, exclusivity, and content throughout every page. Each individual page has been visually represented and detailed, providing an effective online brand platform that merges high-end editorial content with e-commerce. High-res photography and editorial content are the main focus of the Elision website, designed to showcase and maximise the impact of the product and brand image. Bleeding edge techniques have been applied to the architecture and navigation of the inside pages, capturing visitors’ attention with high-resolution bold imagery. The objectives set at the beginning of this document have been fulfilled, creating a fluid experience; reinforcing and complementing the experience customers would receive in the brand showroom. With Elision’s target audience in mind, both repeat and new visitors have been considered, creating a platform that informs and engages. The site includes the following main sections: look books, exclusive e-commerce to those users with an account, blog section, about pages, with clear links to social media platforms throughout – further eliciting conversation that will generate a loving consumer-brand relationship. Acting as an online brand identity, the Elision website has been designed to reflects the brand personality – expansive, enquiring, and empathic, ultimately transforming Elision into a multichannel platform for personalised content and products.

REFERENCES

Toast (2013). TOAST / october 2013 / women / house&home [image] Retrieved from http://www.pinterest.com/

Tom Falcone (2014). Falcone photos [image] Retrieved from http:// falconephoto.tumblr.com

Toast (2013). TOAST women 2013 / February [image] Retrieved from http:// www.pinterest.com/

Ama Mak (2014). Ama Mak photography [image] Retrieved from http:// amamakphoto.tumblr.com

Graphic Burger (2014). Apple Devices MockUp [image] Retrieved from http:// graphicburger.com

The Photographers Society (2014). Inspiration [image] Retrieved from http:// thephotographerssociety.tumblr.com

Carin Olsson (2013). Inside the Mary Katrantzou Showroom [image] Retrieved from https://www.flickr.com

Nicholas James (2013). TOAST women 2013 / September [image] Retrieved from http://www.pinterest.com/

Isabelle Thomas (2012). Atelier Anonyme [image] Retrieved from http://www. lexpress.fr/styles/

Nicholas James (2013). TOAST women 2013 / August [image] Retrieved from http://www.pinterest.com/

Samuel Jones (2013). Krochet Kids. [image] Retrieved from http://radcollector. com

Felicity Molt (2014). A tour around my house [image] Retrieved from http:// www.pinterest.com/

Graphic Burger (2014). Free vector lice social media icon set [image] Retrieved from http://graphicburger.com

Samuel Jones (2013). Woman and daughter working Krochet Kids. [image] Retrieved from http://radcollector.com

MyOrb (2014). Nishiyama Silk [image] Retrieved from http://nishiyamasilk. com

Paper London (2013). Press cuttings â&#x20AC;&#x201C; Grazia, Who what wear, Kristen Bell, Elle [image] Retrieved from http://www.paperlondon.com/

REFERENCES Anna Valentine (2014) Press cuttings – Foam, Harper’s Bazaar, celebrity [image] Retrieved from http://www.annavalentine.com McNeil, P. (2013). The Web Designer’s Idea Book, Volume 3: Inspiration from Today’s Best Web Design Trends, Themes and Styles. United Kingdom: HOW Books Soto, D. (2014). Know Your Onions Web Design. Netherlands: BIS Publishers B.V Nahai, N. (2012). Webs of Influence: The Psychology of Online Persuasion. United Kingdom: Pearson McManus, S. (2013). Web Design In Easy Steps. United States: In Easy Steps McCorvey, J. (2010). How to Start a Website. INC. Retrieved from http://www.inc.com George, S. (2012). Six Rules For Website Design. INC. Retrieved from http://www.inc. com Folino, L. (2013). How to Design the Best Website for Your Business. INC. Retrieved from http://www.inc.com Pozin, I. (2014). Build a Killer Website: 19 Dos and Don’ts. INC. Retrieved from http:// www.inc.com