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CONTENTS Intro to DreamScape ... 1 Brand Identity ... 13 Target Clients ... 17 Business Model ... 21 Branding Strategy ... 25 Competitors ... 27 Business Potential ... 29 Marketing Strategy ... 33 Business Timeline ... 37
Fashion is fantasy 1
But...
Have fashion fantasies been represented well on the internet? DreamScape is a VR-commerce platform for fashion brands and retailers who want to visualise and deliver their narratives to consumers. The generalised templates of e-commerce websites are making fashion brands difficult to tell customers about their concepts through visuals, while it is easy to control what customers see, listen and experience in their high-street stores. DreamScape enables fashion brands to create a full branded space in virtual reality, in which customers can have a convenience of e-commerce and sensory experience of in-store shopping. 2
For example,
Gareth Pugh S/S 18, The fashion film on SHOWstudio
Q. Would you have the same impression of the dress from these two pictures?
An online shopping site
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4
DreamScape provides a branded virtual space to showcase fashion items, in which customers can feel brands’ aesthetics through an audiovisual experience.
Gareth Pugh’s space in DreamScape 5
6
Comparisons Runway Runway An online shopping site
The official online store
Balenciaga S/S 2018 Campaign DreamScape
DreamScape
Balenciaga Dries Van Noten Dries Van Noten SS 2018 shows a beautiful marriage between Dries’s iconic flower patterns and inspirations from sea creatures. It uses pastel purple and gold as main colours and they match perfectly on styling shown on the fashion show. The VR space shows a beautiful beach with white sands. When a shopper focuses on a shell, it opens and products appear from inside as they are hidden shiny pearls. 7
Balenciaga’s advert for their SS 2018 collection is unique and cleaver. It themed “Paparazzi“ and photos used in the campaign is actually shot by paparazzi. The VR space is inspired by the capitalistic society and celebrities followed by paparazzi. Rain dollars falling and every time a shopper focus on the product, it triggers a flash with a shutter sound.
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Comparisons Runway
The official online store
The Fashion Film for TOPSHOP S/S 2018
DreamScape
DreamScape
TOPSHOP The VR space can be also used for highstreet fashion brands like Topshop. Their fashion film for SS 2018 trend: classic polka dots and ditsy floral was shot at Hollywood’s iconic Chateau Marmont, a hotel used for films such as Entourage, Somewhere and recently La La Land. The VR space celebrates a classic film and old Hollywood aesthetic by girls coming out of the film to show clothes.
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An online shopping site
KENZO Kenzo’s SS 2018 is a homage to Sayoko Yamaguchi, a Japanese model became internationally famous in 70s and Ryuichi Sakamoto, a musician well-known for his 80s band Yellow Magic Orchestra. The show at PFW was the first show with all Asian models and “YO! MY SAINT” the fashion music film for the collection portraits the relationship between two muses and a photographer in 80s Asia. The VR space reflects the Pop and Bold aesthetic of Kenzo as well as music and photography elements from the fashion film.
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Customer Journey 1. 2. 3. 4.
Get a DreamScape VR viewer
DreamScape Original costs around $30-40. Brand collaboration viewers can be sold at higher prices.
Tra n
Download Dreamscape Mobile App
rm
ab
le
The App is available on App Store and Google Play Store worldwide.
Enter the VR fashion fantasy
Pop a smartphone into a DreamScape VR viewer and enter into the VR fashion fantasy.
Enjoy immersive shopping experience The demo 360° video of DreamScape is available on Youtube. Search: DreamScape Demo VR. Look at the product for 2 seconds will give you the detail and close-up shot of a product. Alternatively, a motion sensor ring for VR can be used as a controller. To add a product to your basket, go to the close-up shot of a product and look at the “Add to your basket“ for 2 seconds. The check-out process can be done in the VR space with a linked credit card detail.
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sfo
Talon A motion sensor ring by TitaniumFalcon. Bluethooth connects a smartphone and Talon.
DreamScape VR viewer The unique selling point of DreamScape viewer is that it can be transformed into an accessory. Lenses inside are detachable and the outside geometrical part can be shaped as you like. It can be a necklace, bangle, bag charm and more!
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Brand Identity Purpose Brand Mission Connect designers and wearers by delivering the story of each collection. Don’t let stories be lost in technology.
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Vision Create the new business model of online shopping using VR technology. Be a pioneer of VR-commerce by spreading how fashion merges well with technology.
Current e-commerce websites generalise clothes by presenting them on a white background in order to keep the consistency on their platforms. High-street shops embody brand aesthetics and concepts for seasonal collections by creating a branded space including visual, audio and touch, on the other hand, current online shopping sites are designed too functionally and not dramatic enough for selling fashion with stories which designers spent years to develop. Therefore, the online platform provides the sensory experience of shopping clothes is needed in the market for designers and consumers.
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Brand aesthetic DreamScape Simple and Clean High Tech but not Geeky A high-quality canvas for designers’ visions A place like a Disneyland for fashion lovers
Keywords
Innovative SURPRISE!
Fantasy Technology
It is necessary for DreamScape to be a brand for both of fashion designers and consumers. It has to be a destination for people who wants to experience the fantasy of fashion world.
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Target Clients
Price per headset A map of VR headsets and viewers commonly used for in-store or online campaigns
Fashion brands who need
BETTER online platform to deliver their narratives
HTC Vive £500
Oculus Rift £400
TARGET MARKET ZONE
Daydream
An online platform connecting brands and their customers.
Online
E.g. Amazon, eBay and Farfetch
Rebecca Minkoff’s cardboard £20
Although the idea of enhancing brand experience through VR can be applied to any brands in any industries, luxury fashion brands would be the best clients to start the business with. It is due to the importance of storytelling which adds extra values on luxury products.
Gear VR £50 (excl. smartphone )
In-store
No brands £15
Official Google cardboard £5
FASHION BRANDS
DREAMSCAPE
CUSTOMERS
No brands £3 17
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Brand community
Community
Stakeholder
Musicians
DreamScape
Fashion brands
Developers
s
Technology
al custome y r Lo Monthly box subscribers Active user of DreamScape
Buys DreamScape original VR viewer
VR fandom 19
Music takes an important role in DreamScape as music starts when a customer entered into a VR space of a brand. Musicians like Ariana Grande and Rihanna own their clothing line and buying their clothes in a space designed for the artist while listening to their songs will be very special experience for their fans.
Influencers
Social media followers DreamScape App holders Monthly / Seasonal users
Scapers 20
Business model Key Partners
Key Activities
Fashion brands
Platform development Content creation
e.g. Prada, Dior, LV, OffWhite, Dries Van Noten, Paul Smith etc.
Relationships
Immersive shopping experience
Communities
Key Resources
High engagement with fashion brands/consumers
DreamScape platform Technology infrastructure
Share experience with friends
Customer Segment
Long-term
Co-creation
Fashion retailers e.g. Selfridges, John Lewis, Liberty etc.
Value Propositions
Channels DreamScape App for mobile and VR HMD
Online shoppers Fashion brands Fashion retailers Advertisers and Marketers outside the fashion industry
Social media
Instagram & Facebook
Cost Structure Marketing and Sales
Revenue Streams General and Administrative
Research and Development
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Free App
DreamScape VR viewer
Ad revenues
Platform service to businesses Monthly subscription of DreamScape box
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Brand pyramid
Brand onion
, Po
pU pp
VR
boo
d by
.
Dreamy and
Inte r a ctiv e
, musicians a n d b rand s
ted, stica ph i
ncers nflue ith i
So
rands and ion b
ering fashion fan t eliv a s ies
h d researc and deve l o p m th an ent
of
pla t f or m
Customer Loyalty
w e are rs
Presence
, un
The most immersive fun online shopping experience in the world.
Make people experience DreamScape and Localise the content/products for the market
Campaign during Fashion week, Endorsement, Social media ads and pop-up booth
e
Brand Essence
24/7 communication with customers via chatbot on social media, Constant update of the VR contents and New collaborations
Relevance
Co nn
h fas
Members exclusive VR space with limited products and Loyalty point scheme - points can be exchanged for a discount.
Performance
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onality s r e dP n a Br Value d an r B
orm ser vic e, Co ll a In no va ti v e, F
ct
Advantage
nd a Br
VR plat f
w ns tio ra bo
Bonding
Personal assistant avatar in the VR space, Seasonal greeting cards, Invitation to the launch event of collaborations etc. and personalised VR viewer such as engraved.
ction A in
al sic hy
Revenue Potential
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SWOT analysis
Internal
S
origin
Innovativeness
- No competitor in the market yet.
Uniqueness
- The only VR app dedicated to fashion.
More than apparel
- The idea can be applied to any other products.
Designer friendly
- Visualisation of designers’ inside-heads.
Helpful
External
O
origin
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W
T
Time
- Creating VR spaces for every few months is difficult. Solution: Prepare a stable VR space for year-round items like T-shirts.
Technological issues - Servers down, Bugs and updates.
Solution: Hire enough number of engineers and make a manual for customer operations.
History
- Does not have a trustworthy legacy to get clients. Solution: Provide a free-trial period to businesses to try the platform.
Harmful Development of technology
- Platform can be even better with lower cost.
Collaborations - Collaborate with celebrities as celebrity playlists on Spotify. Increase of VR headset sales in the market
- Possibility of more customers on the platform.
New technology
- VR technology could be out-dated. Solution: Keep investing and developing on new technologies to keep up with the market.
The idea can be stolen - If it was stolen by big companies, they would grow their businesses faster. Solution: Protect the idea as an intellectual property
Cyber attack
- There is a possibility of losing confidential customer data. Solution: Use an external server with high security.
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Competitors
2020 Shopping experience by Parco, Japan
VR Shopping by Alibaba
There are few VR shopping sites currently available such as Alibaba’s Buy+, and more companies are developing their platforms. However, those VR malls are virtually copied version of actual stores, while DreamScape beyond those store design and displays products in the fully branded space without any restrictions on VR design. Parco’s 2020 shopping experience which will be introduced to public in May in Japan has a similar concept to DreamScape, however, they mainly targets Japanese market and focuses on Japanese high-street brands, therefore, the target market will be different from DreamScape. In conclusion, it can be said that currently there is no competitor to DreamScape in the market.
VR shopping mall idea by Trillenium, London based start-up 27
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Market potential The number of VR headset sold will increase
1507% $26.89Billion
Market size Market size
$2Billion (2016)
V-tuber and 3DCG model
(2022)
AR+VR industry
VR
$215Billion (2021)
171m
Industry Expectations
Worldwide users in 2018
from
2017 to 2020.
50% of UK consumers find
“having a VR at home”
appealing.
Growth of VR in following sections:
Game Live Concert Travel and Retail
A global report, “Virtual Reality (VR) Market by Hardware and Software for (Consumer, Commercial, Enterprise, Medical, Aerospace and Defense, Automotive, Energy and Others). Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2016 – 2022” by Zion Market Research
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The emergence of 3DCG fashion models on Instagram and Virtual Youtubers (V-tubers) on Youtube anticipates the future of influencers. Motion capture technology is developing quite fast as well as 3DCG rendering technology to generate realistic CG. It is totally possible to combine these technologies to create a fully digital virtual influencer, can be a model as well as a Youtuber make comments on fashion and beauty products. If AI technology was added to it, they will act and speak like a human. They can do even better than actual models because they can change their body shapes for each outfits and communicate with their global fans in their languages. In DreamScape, they can be in the store not only for showcasing clothes but as a sales assistant. “Digital influencers give you styling advices”, it could be the future of shopping with digital influencers.
Motion capture gloves, suit and headset
3DCG fashion model Lil Miquela (top) and Shudu (bottom)
V-tuber Kizuna Ai, 1.8m followers on Youtube
The future of Influencer 30
“Subscription
businesses are booming. Business-to-consumer subscription businesses have attracted more than 11 million U.S. subscribers in 2017, and the industry as a whole has been growing at 200% annually since 2011.� - by Daniel McCarthyPeter Fader on Harvard Business Review [19 Dec 2017] EXAMPLE
BRICHBOX Founded in Sep 2010, New York
Katia Beauchamp and Hayley Barna gained $1.4 million in seed funding and by 2015, the company raised over $70 million in funding, operated in six countries, has nearly 300 employees, over 800 brand partners, and more than a million subscribers. They opened a Pop-up store at Carnaby street in 2017 and online revenue grew 136%.
Glocalisation of DreamScape It is essential for DreamScape to glocalise the content to develop the business globally. DreamScape will be launched in 2010 February to March during New York, Paris and Tokyo Fashion Week, a DreamScape pop-up booth will go around the world to promote the service. In terms of glocalisation, it will mainly adopt the content to growing Asia Pacific market. For example, a collaboration with a Japanese celebrity or K-POP artist who owns their fashion brands such as Naomi Watanabe and Jessica (ex-SNSD). It is also important to work with local brands such as Ambush and Sacai from Japan. It would not only raise awareness of DreamScape by appealing to the existing brand communities but also creates a connection between the local fashion industry, which will benefit DreamScape on a long term basis.
e ab tan
/A
Comedian, B ran dP r
er uc od
e most follow & Th ed
Things inside:
Nao mi W a
DreamScape box enhances the VR experience by adding taste, scent and touch related to the featured VR space (brand).
A Perfume Sample
Ins t
Beauty products
de sig n
m er ram ag
in Japan
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riter & Fashion
B2C DreamScape Box
A Snack and drink
Sin g
gw on
A collaboration box with Dries Van Noten
Jessica Jung ,A
-s er
(A sunscreen and lip balm)
Local Influencers and Brands
er
Business opportunities
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Marketing strategy
7 PLACE
Launching campaign in New York, Paris and Tokyo. The app is available in the App store/ Play store worldwide. VR viewer: Original $30-40 / Branded higher, depends on the collaborating brand
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What is 5Es? A chatbot on social media for 24/7 customer service, Likes and Comments between brand community on Social Media.
Fashion brands, Musicians, Influencers, Spacial designer, Developer, Marketer,
PEOPLE Administrator and Customer service
Offline: a pop-up booth at central stations during Fashion Week. Join industry trade shows.
PROMOTION Online: Social media ads such as Instagram and Facebook. Influencer marketing.
DreamScape VR viewer DreamScape Box
PRICE
PRODUCT
App: Free DreamScape Box: $15 per a month + shipping
DreamScape App for mobile and VR headsets
ENGAGEMENT
A customer buys VR viewer and download DreamScape App. Enjoy immersive shopping experience!
PROCESS
For subscribed customers, DreamScape Box will be delivered monthly to their houses.
DreamScape App VR viewer DreamScape Box
PHYSICAL EVIDENCE
It is a new marketing mix for customers who value experience more than products. Adding 5Es to 4P/7P marketing mix is essential in the digital age. 5Es is used in a customer-centric company like Inditex for Zara.
Seasonal greeting cards for Scapers (loyal customers) The sophisticated interface of DreamScape is keeping its aesthetic even though VR spaces on DreamScape are designed for each fashion brand’s concept.
ESSENCE
The essence of DreamScape as a brand can be delivered to customers through DreamScape Box and original VR viewers.
The most immersive fun online shopping experience is what DreamScape is trying to achieve for customers and fashion brands.
5Es
EXPERIENCE
DreamScape VR Box enhances the shopping experience by adding senses of taste, smell and touch to the visual-audio VR experience.
Purchased Products on DreamScape and e-receipt
Ps
Customers can have a seamless communication with DreamScape through a chatbot on Social Media and that will give DreamScape to receive feedbacks from users.
The VR world DreamScape creates very emotional connection between fashion brands and users by making users experience the fully branded space.
In addition to that, DreamScape Box includes a short message from DreamScape to Scapers (loyal customers) every month and that will make an emotional connection.
The gamification of contents will surprise and entertain users, which creates positive feelings towards DreamScape as a platform.
EXCHANGE
EMOTION
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Marketing strategy
Inside the booth
Launch Campaign during New York, Paris and Tokyo Fashion Week in Feb to March 2020
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Pop-up booths at terminal stations
e.g Central sta. in New York, Gare Du Nord in Paris and Shinjuku sta. in Tokyo The DreamScape takes viewers to the fashion fantasies which are completely separated spaces from the reality. A pop-up booth will highlight the contrast between a travel across a crowded big city and the fantastic experience in DreamScape, which will enhances the importance of keeping online shopping experience fun and enjoyable as DreamScape does.
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A mock-up of DreamScape booth at a station
Social media marketing
e.g Instagram and Facebook
On social media, DreamScape promotes original VR viewers and monthly DreamScape Box service on social media. A collaborated contents with fashion brands can be posted as well. For example, It can be a short clip of inside VR space on Instagram and 360° video on Facebook, with hashtags and @brand name to appeal the existing brand community of fashion brands.
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A 2 x 2 x 2.5 (m3) cylinder shaped pop-up booth is consisted of four separated spaces for testing DreamScape, and each spaces has an aroma diffuser which adds an olfactory experience on the virtual reality of DreamScape. To avoid being stared by people walking by, the booth is covered with a sheer curtain with a print of DreamScape VR world.
A mock-up of Instagram post
Different version of a curtain Each station will have a curtain with different brands’ prints on, however, the content will be the same.
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202 3
Business Timeline
-
It aims at launching DreamScape in Feb to March 2020, during New York, Paris and Tokyo Fashion Week. The business will start with luxury fashion lines and by the summer, the first DreamScape Box will be delivered to customers.
202 0
201 8 -19
Funding & Development
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Toward the launch of DreamScape in 2020, 2018-19 will be the first step of the business. The goal is to find investors for the project and develop the VR platform. Introducing the idea and building connections between fashion brands need to be done at this stage as well as the development of platform.
More than Fashion
202 1-
Launch
Expand to high-street brands
u n e Rev
h t w o r G e
It will be possible for DreamScape to create contents fast enough to catch up the speed of high-street brands by 2021 due to the technological development. This enables DreamScape to target the mass audience and democratise the service.
The idea of DreamScape “The most immersive fun online shopping experience� can be applied to any products such as food, toys, interiors etc. . For example, the summer beach themed VR space can be created for selling drinks, beach wears, toys for kids and outdoor goods. It will allow consumers easily imagine themselves using the products on the beach. 38
Fashion is fantasy and
DreamScape will change how you shop online.
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