THEORY AND CONCEPT DEVELOPMENTMARKET REPORT SHOWSTUDIO & SHARESTUDIO LAURA GRAY
CONTENTS-
EXECUTIVE SUMMARY- pg 1 HISTORY / ABOUT- pg 2 - 3 INDUSTRY / MARKET SITUATION- pg 4-7 SEGMENTATION VARIABLES- pg-8-9 COMPETITIVE SITUATION- pg- 10- 11 CONSUMER ANALYSIS- pg 12 BRAND ANAL ANA YSIS- pg 13 BRAND OBJECTIVES- pg 14 ACTION AND IMPLEMENTATION PLAN- pg 15 SUMMARY- pg 16 APPENDIX- pg 17 - 31 BIBLIOGRAPHY- pg 32 - 33
EXECUTIVE SUMMARY.
The site is fairly easy to use on a portable device, but is very slow and hard to navigate. Showstudio talk about them keeping current with different media, well if that’s the case then they need to merge them self’s with the technology focused age we live in. the app design will be very similar to the site, just with easier navigation and unique features. I would like sharestudio to be a global platform for people to share knowledge, information and showcase work, in a professional manner. There are plenty other online portfolio website, where people can share sell and swap information, but I feel these sites are trying to be current and co ol, which is not a bad thing, I want to keep sharestudio professional and to have a high standard of work.
What I am proposing for this project is to expand on the fashion website, showstudio. I am also intending to create an application for showstudio, based on what their current website lo oks like. In my opinion showstudio is a great website for fashion and has pioneered fashion the way we see it today. Therefore I don’t want to change anything about existing site showstudio, just to add a fresh extension. Showstudio as we know it is a professional site where fashion film amongst other things are displayed, but the content is controlled by the site. I am proposing a user friendly version called sharestudio, the extension will share the same ethos as showstudio, just making it more interactive and desirable. Showstudio will benefit from having an application, they have been an established brand for over ten years now, and still have not generated an app.
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ABOUT/ HISTORY.
Showstudio was established in November 2000, and was founded and still to this day directed by Nick Knight, who started off his career specialising in fashion photography, and now has the leading fashion film websites. Showstudio portrays itself as being the home of fashion film. Fashion film has yet to be widely accepted as the main and best medium to display fashion, the way the designer intended the garment to be seen. You get concept of the garment in fashion photography but not the way it moves.
Showstudio work with the latest software and technology, that being film editing software to the latest camera. Showstudio broadcast live feeds from catwalk shows, interviews and fashion sho ots, allowing the audience to feel involved with high end fashion, it gives an exclusive insight to that world. The site also provides the audience with a behind the senses on most of the projects, as Nick Knight believes it helps to understand the art if the viewer feels more involved and is aware of how the art is created.
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Since the year 2000 showstudio have worked on over 300 projects, collaborating with people from all aspects of the fashion industry, models, designer’s writers and more. Some of the most recognized people being Kate moss and Naomi Campbell, and recently has been working with the Cara Delevingne. Alongside designers Gareth Pugh, Alexander McQueen, Christopher Kane and more. The site also features other projects with well-established names from music to film. Those being Brad Pitt, Lady gaga, Bjork and award winning artist Tracey Emin.
The website have also won many awards for the innovative ways of displaying fashion to the content and aesthetics in which the site upholds. In March 2010 The presentation of Alexander McQueen’s S/S 2010 collection ‘Plato’s Atlantis’ online with Showstudio.com receives the Design Museum’s ‘Design of the Year’ award for Fashion. February 2008 ‘The Replenishing Body’ interactive video installation shortlisted for the Design Museum’s ‘Designs of the Year’ 2008 November 2006 Nick Knight receives the Moët & Chandon Fashion Tribute 2006. June 2003 Webby Award as Best Fashion Website.
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PRICE. What showstudio currently offers is a view into the desirable world of high fashion, until showstudio this was very hard to achieve. Showstudio allows the consumer/ viewer to be involved with the latest collections, catwalks and exclusive interviews. All of this information is on one easy to use site with an extensive archive going back more than ten years. The site also offers the ideal and exciting development of fashion film and how time and technology has enhanced the way we view fashion in this digital age.
INDUSTRY/ MARKET SITUATION.
To become a member of showstudio, you have to sign up but the service is free to anyone, and it makes the consumers believe that they exclusivity, which in retrospect they do. Becoming a member allows the viewer to watch exclusive one on one interviews and live streams of fashion shows and much more. The website does offer a shop section where you can buy the pieces that are featured in that relevant fashion film. This e-retailor side of showstudio currently have shop in London, allocated in a very busy part of London, Knightsbridge, and Hyde Park. As the shop sells a numerous amount of items the price brackets are very different to one another starting out quite reasonable Comedies, Histories and Tragedies Fourth Folio by William Shakespeare this item costs ÂŁ45.000 The lowest item being a single by Daphnie Guinness, this is a mp3 download and it costs ÂŁ1.99 See figure 1 for full price line
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PROMOTION.
Showstudio keeps up to date with current social media trends, such as twitter, Facebo ok, Pinterest and Tumblr. Showstudio also has its own YouTube channel. As for promoting its content, it does that naturally, with editorials and film, the items for sale are promoted in these mediums, and are available for purchase in the online store, selected items on location in London. As showstudio isn’t out to make money from itself, there are no classic promotions like buy one get one free and discounts. They also have no need to reduce their items. All the products are one off items that were made for the shot. So they are collector’s pieces, which are bought for that purpose, or some are bought to be used. The site uses social media sites to keep users updated on the most popular or featured parts of their content, using all different mediums relevant to each network used.
PRODUCT.
The site offers a whole range of different and unique products, The site offers an exclusive selection of products: Illustration pieces Jewellery Accessories Apparel Limited edition prints Bo oks Sculpture Contemporary art Machine-a Gift idea Exclusive to showstudio The products are varied both in range and price. You can refine your search, by price and by artist/brand See figure 2 for a more summarised list of products
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PLACEMENT.
The products may not be affordable to majority of people using the site, but they are certainly in the right place. The items for sale suit the aesthetics of showstudio, they are promoting the products, effortlessly. The site is used by professional people whether or not they are in the industry, people either can use the site for reference, research, purchasing of products or simply entertainment. Showstudio have the advancement of being online, as that’s the way the world is heading, so there is no need for showstudio to develop high street stores for their products. Showstudio do have one store in London that showcases selected exhibitions and designers, changing from time to time. The shop gives the consumers a way to feel more involved with the site, and get up and close with the website and take a lo ok at the quality of items for sale.
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Demographic variables
SEGMENTATION VARIABLES.
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Age- according to showstudio the average age bracket for people who use the site is between 18-24 Both male and female, the content is I would say is targeted towards women, but attracts a male audience from the graphics and some content. As the brand is quite contemporary it appeals to the younger generation, but the site itself is very professional so also appears to a more mature generation. Showstudio is not offensive to ethnicity groups, as there is a strong presence of diversity throughout the site. Consumers who use showstudio are likely to be in a creative job, or training to be. Also would have to have a strong interest in the fashion industry. You don’t have to have a massive income to enjoy the website, as it’s free, but to be able to purchase products from the website the consumer would have to have plenty of disposable income.
Geographic variables As showstudio is an online brand it is easy accessible to anyone with internet connection. So the user would have to be in a wellequipped area. Location of the user would be in a city due to the signal the city provides Due to the content of showstudio, they are high-market products, so the consumer would either be living in the city and on a go od wage, plenty of disposable income Or living in a more rural environment and have expendable money
Psychographic variables Consumer would have a full on lifestyle, they like to be on their feet, and be aware of what’s current Enjoys socialising Aspire to work within the fashion industry, have creative aspirations Takes pride in what they lo ok like, that being style and personal care The consumer wouldn’t hesitate to shop designer,rather than budget Interests and hobbies would include fitness, studying all creative mediums, socialising, music, literature Would have a respect for the field of fashion, keep up to date with the latest designers, has real conviction when it comes to creative studies
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V-files Behance Pinterest Portfoliobox Style.com
Showstudio is currently a unique website that specifically specialises in fashion film, there are other sites that display fashion film, such as Vimeo and YouTube, but that’s not their main agenda. For the other content from the site, for example the catwalk collections, there a many sites that you can view these on, such as style.com. Showstudio does offer unique content for the viewer’s such as exclusive interviews, recently they interviewed founder of dazed and confused, Jefferson Hack. Providing information like this encourages the consumer to keep coming back. There is no real threat to showstudio as their unique selling point is that they are showcasing fashion film so successfully, that even a website would start with the same aesthetics it would take a while for the brand to build itself up to showstudio’s level. The only way they are threatening themselves to date, is to say it simply it’s just a massive collection of data, which isn’t a bad thing, but after a while can get bit repetitive, the sites listed above provide the user with interaction and a chance to be able to contribute to the brand/site
See figure 3 for swot analysis on Behance
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Competitor analysis.
The consumer of showstudio would have a go-go lifestyle, who rely on portable devices, such as tablets and smartphones. They could not go a day without them. Very technologically focused, enjoys gadgets and the next best thing. One step ahead of the trends. If their living situation is not urban living, then constantly visits the city. Enjoys creative arts, such as theatre, art galleries, exhibitions, live events etc. Would rely on social media to keep up to date and in he know with all current news, also uses it a way to stay connected with interests and aspirations See figure 4, 5, 6 for pen- portraits See figure 7 for questionnaire
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Consumer analysis.
Showstudio is a well-established brand with a high client see figure 8 for brand onion list and a strong brand image. In-terms of market level, they sell a variety of products that makes them hard to place. Showstudio’s image is very professional and delivers its content in a clear and concise way. Although showstudio appears a high market level brand, some of the content says otherwise. See figure 1 for price reference There are many unique characteristics, such as the layout of the website, its clean and contemporary and appeals to young and old generation, which is hard to achieve for any brand. The way the contributors section is laid out is interesting as the site works as a large network for featured in it. So it works almost as a portfolio for professionals. Showstudio offers a variety of USP such as the exclusive interviews and a front row sit to catwalk and live shows all easily accessible in one place. Showstudio also use the latest technology for displaying the best fashion films, pushing boundaries and finding innovative techniques. The brand specialises in fashion film, but also show content such as interviews, collections and catwalk shows. Showstudio also have an online and street store for products featured on the site. Showstudio keep things simple In terms of layout and colour pallet, yet is still eye catching. The monochromic keeps the site lo oking modern yet maintains a professional lo ok. Any additional colour to the site it provided by the editorials and films, as selected projects are featured on the home screen.
Brand analysis.
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Sharestudio to share the same aesthetics as showstudio. The brand will not be separate as such, they will be connected, but will have different aims and objectives. Sharestudio will offer a platform for all creative people to share their knowledge and showcase their work. Also sharestudio will provide the opportunity for all members to network and collaborate with one another. It will be a professional workspace that will be closely related to its mother showstudio See figure 9 for SWOT on sharestudio. See figure 10 for brand onion on sharestudio
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Brand objectives.
Action and ACTION AND implementation IMPLEMENTATION PLAN plan
To promote sharestudio there will be an event launching the site, the event will be small and personal as showstudio don’t have many promotional schemes. The event will allocated in London in showstudio’s shop near Hyde Park. This will be an opportunity for selected people to share their work personally and first handed with the guest list. This will act as an exhibition. The event will also be a competition. Entrees will be selected by submitting a portfolio to the relevant person. If selected these people will have the opportunity to present their work in showstudio’s shop with an esteemed guest list. There will be another opportunity for an entrée to win a competition to work with nick knight, the founder of showstudio. To participate in this completion the person will need to submit a fashion film. At the event people will be able to sign up in store and have a lo ok at will be an launching site, the event the new To site.promote The sitesharestudio will also bethere promoting itselfevent through social the media, such as will be small personal as showstudio t have many schemes. The Facebo ok andand twitter , updating the users ondon’ what’ s new thepromotional site and interesting event willInitially allocated in London inwill showstudio’ s shoponnear Hyde Park. This will be relevant content. the sub-brand be advertised showstudio’ s home anon opportunity people to share workestablished personally and first handed page and the blog, for asselected showstudio already hastheir a wellname, withcustomer the guest base. list. This act as be an go exhibition. Thetoevent will also be a competition. and a loyal Sowill it would od place start initial promotion. Entrees will be selected by submitting a portfolio to the relevant person. If selected these people will have the opportunity to present their work in showstudio’s shop with an esteemed guest list. There will be another opportunity for an entrée to win a competition to work with nick knight, the founder of showstudio. To participate in this completion the person will need to submit a fashion film. At the event people will be able to sign up in store and have a lo ok at the new site. The site will also be promoting itself through social media, such as Facebo ok and twitter,updating the users on what’s new the site and interesting relevant content. Initially the sub-brand will be advertised on showstudio’s home page and on the blog, as showstudio already has a well- established name, and a loyal customer base. So it would be go od place to start initial promotion.
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SUMMARY
In conclusion I would like to see showstudio as one of the largest growing online sharing sites to date. As its mother,showstudio already has a large client base, finding consumers who are interested in the site, hopefully will not be that hard. A few years down the line I would like sharestudio to be a platform where users are spotted to become employees of their desired specialism, or companies scouting users from the site, as this will give an incentive for the users to return to the site. This action will be achieved the longer the site is up and how much content is provided by the users. This brand will grow and expand because the need for technological advancement is only growing. So creating a way for people to share knowledge, showcase work, find out about interesting events relevant to them and for the user to have the opportunity to sell their work online, will attract the interest of many generations.
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APPENDIX
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FIGURE 10
BIBLIOGRAPHY
http://showstudio.com/ (Accessed on 12th November 2014) http://instagram.com/showstudio_nick_knight (Accessed on the 12th November 2014) http://www.youtube.com/watch?v=BOBZMS9Bhr0 (Accessed on 14th November 2014) http://showstudio.com/project/in_camera/session/nick_knight ( Accessed on 14th November 2014) Behance. 2006. Behance. [ONLINE] Available at: https://www.behance.net. [Accessed 17 November 14]. Marianne C. Bickle (2011). Fashion Marketing, Theory, principles and Practice. 2nd ed. New York: Fairchild Bo oks. 1-300. Mike Easey (2009). Fashion marketing. West Sussex: Wiley-Blackwell. 1-260. http://en.wikipedia.org/wiki/Showstudio.com SHOWstudio (2000) referencing group (Facebo ok) available at- https://www.facebo ok.com/SHOWstudio SHOWstudio (2008) Referencing group (Twitter) available at-https://twitter.com/SHOWstudio SHOWstudio.com ( unknown) referencing group ( Pinterest) avaiable at- http://www.pinterest.com/showstudio/ Showstudio ( unknown) referencing group ( Tumblr) available at- http://showstudio.tumblr.com/ http://showstudio.com/ (Accessed on 12th November 2014) http://instagram.com/showstudio_nick_knight (Accessed on the 12th November 2014) http://www.youtube.com/watch?v=BOBZMS9Bhr0 (Accessed on 14th November 2014) http://showstudio.com/project/in_camera/session/nick_knight ( Accessed on 14th November 2014) Behance. 2006. Behance. [ONLINE] Available at: https://www.behance.net. [Accessed 17 November 14]. Marianne C. Bickle (2011). Fashion Marketing, Theory, principles and Practice. 2nd ed. New York: Fairchild Bo oks. 1-300. Mike Easey (2009). Fashion marketing. West Sussex: Wiley-Blackwell. 1-260. http://en.wikipedia.org/wiki/Showstudio.com SHOWstudio (2000) referencing group (Facebo ok) available at- https://www.facebo ok.com/SHOWstudio SHOWstudio (2008) Referencing group (Twitter) available at-https://twitter.com/SHOWstudio SHOWstudio.com ( unknown) referencing group ( Pinterest) avaiable at- http://www.pinterest.com/showstudio/ Showstudio ( unknown) referencing group ( Tumblr) available at- http://showstudio.tumblr.com/ Pinterest. 2010. Pinterest. [ONLINE] Available at: http://www.pinterest.com. [Accessed 19 November 14]. Portfoliobox. 1999. Portfoliobox. [ONLINE] Available at: http://www.portfoliobox.net/. [Accessed 20 November 14].
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