Visual Practice 2A: Design Process and Research Journal

Phoebe Bradley 16038202 VP2A

styling assistance. anywhere, anytime Design Process Journal...

1

Contents page...

2

Rationale

4-6

PESTLE analysis

8-9

Research & Inspiration

10 - 52

Design & Development

53 - 105

Campaign plan

106 - 109

Brand SWOT

110 - 111

Critical path

112 - 113

References

114 - 117

Illustrations

118 - 123

Deliverables references

124 - 129

Appendices

130 - 151

FIGURE 1 - Fitting room

3

Rationale...

4

Idea...

For my project, I have decided to create a virtual personal styling app that focuses on artificial intelligence and user data, to provide a hyperpersonalised service, that answers the ultimate question we face each day: ‘what to wear?’. My idea has stemmed from my own experiences as a personal stylist at M&S, where I observed first-hand the negative perceptions that come with such styling services. I noticed a gap in the market to create an app that could offer the same experience and assistance that is offered in styling studios in stores, without the concerns of cost, pressures to purchase and the overall discomfort that is usually felt towards the idea of a personal styling session.

FIGURE 2 - Clothes rail

The market...

The personal styling market is seen to be struggling to gain consumer engagement; this is primarily due to the unappealing connotations around the service (Mintel, 2019a). From both primary and secondary research, it is clear that consumers tend to see personal styling services to be expensive, pressuring, time consuming and inconvenient (see figure 5 for my survey results summary on consumer perceptions of personal styling). Consumers are becoming less trusting of the fashion industry in general (Amed et al., 2019), and are consequently unattracted to the idea of a personal stylist selling lots items to them in a store. There is therefore a gap in the market to provide the same assistance as a personal styling session, but make it more accessible for all, with less pressures to purchase and no need for appointments or bookings (Mintel, 2019a).

FIGURE 3 - Personal shopping studio

The consumer...

Although my fashion styling service is for anyone, What to Wear?’s target consumer is the tech-savvy millennial female. The millennial demographic is the largest cluster according to Mintel (2019c), as they account for 26% of the total population, and due to the broad age range (7-39 years), the group has been split into ‘younger’ and ‘older’ millennial groups. Primary research suggests that my main target consumer is the ‘younger millennial’ (aged 18-29) who seeks styling advice the most (see Appendices for survey).

Millennials are anticipated to be the most likely to ‘embrace mobile solutions’ that provide them with convenience and flexibility, as well as fitting into their lifestyle (Kreyenhagen, 2018:online). They are also the demographic most likely to engage with the technological features in my app (O’Dea, 2019; Thompson, 2019; Mintel 2019a). According to Thompson (2019), 77% of millennials use their phones to browse fashion, whilst 68% of them will go through to purchase too. Flexibility, usefulness and accessibility is are all of value to the millennial group (Kreyenhagen, 2018), and with this in mind, it is clear that millennials are the demographic worth reaching for my project.

5

The competition...

Though there are a variety of ‘styling apps’ currently available today, they are all very similar and tend to offer the same, general, impersonal service that enables the user to create their own outfits and save them down to a place for future reference.

Personalisation is a significant feature that all competitor apps lack; 96% of marketers believe that ‘personalisation advances customer relationships’ (Hyken, 2017:online) so it is therefore imperative to consider this, for such a tailored service like personal styling. My app differs from competitors as it will create the outfits for the user, specifically curated, based on the users’ personal style and preferences. Relying heavily on user data, my app drives the user away from manual interaction enabling a more seamless consumer journey that is relevant and personalised to each user. See pages 26 - 33 for competitor analysis.

Deliverables...

Today, 96% of millennials are said to own a smartphone. Research shows that smartphone ownership amongst the millennial demographic has seen a 30% increase between the years 20122019, resulting in them being the leading users (O’Dea, 2019). With the vast development of technology, it comes to no surprise that consumers now use their smartphones for tasks they would once have to do physically such as socialising and shopping (Mintel, 2019b; Mintel, 2019d). It is therefore clear that technology is progressively becoming an integral part of our lives due to its convenience and ease.

Younger millennials are the most active when it comes to smartphone use, and with almost half (47%) downloading apps on a weekly basis (Mintel, 2019e), they prove to be the demographic to target with my new app concept. Whilst the app market is forecasted to see growth, and younger millennials being set to drive this (Mintel, 2019e), my idea to deliver an app that provides a service of convenience to the consumer is justified.

As well as an app, I have created a book to set guidelines for my brand. Because I have created a new trademark, I thought it would be a good idea to create a brand book which explains the mission and ethos of What to Wear?, giving full guidelines of how everything should look and sound.

6

7

PESTLE Analysis...

Political...

• BREXIT: Brexit will ultimately increase the price of fashion across all sectors of the industry, affecting everyone from companies to consumer (Drapers, no date).

Economical...

• “UK retail industry suffered worst year on record in 2019” – this was mostly down to a 0.9% drop in sales over the peak period (November – December), as well as weak consumer demand, shop closures and loss of jobs (Butler, 2020)

Social...

• Consumer interest into the sourcing and manufacturing of fashion products and well as poor CSR (Corporate Social Responsibility) practices has increased and demands for transparency and honesty from companies is rife (Chavan, 2018) • Inclusive culture- the finishing of the Victoria’s Secret fashion show in 2019 suggests that consumers are moving away from typical beauty standards and wanting to celebrate a more diverse, inclusive culture. But despite small steps to becoming a more inclusive industry, consumers are putting pressures on the fashion industry to be sincerely diverse, and not just to please the public (McKinsey, 2019).

• Mental health and wellbeing are a huge focus for most industries. In 2018, suicide rates increased by 11.8% from 2017, resulting in a total of 6,507 suicides to be registered in the UK (Office for National Statistics, 2019). The fashion industry is facing scrutiny, being blamed to be a contributing factor to mental health issues by pushing unrealistic beauty and body image.

8

Technological...

• The advanced technology available today benefits most industries within fashion, but especially manufacturers and marketers.

• It has resulted in low-cost marketing opportunities for retailers through using social media platforms, especially when marketing to the millennial and gen z demographics (Chavan, 2018).

• Digital innovations such as VR (Virtual Reality), AR (Augmented Reality) and AI (Artificial Intelligence) has enabled retailers to develop a closer, more personalised relationship to consumers, meeting more personal needs (McKinsey, 2019).

Environmental...

• Environmental issues are at the forefront of every industry priority right now, and is forecasted to be “both the single biggest challenge and opportunity in 2020” (McKinsey, 2019:online).

• A more ethical approach to life is being demanded by consumers today, resulting in many companies having to rethink their business models to take a more sustainable approach by reducing their carbon footprint and integrating more eco-friendly practices into their business (McKinsey, 2019).

• A need for increased knowledge on sustainability issues from consumers has pressured retailers to become more transparent and honest (WT Intelligence, 2020).

Legislational...

• GDPR laws: GDPR laws set out in 2018 resulted in consumers acquiring their rights to decide if to share their personal information with companies or not. This has resulted in companies struggling to gain consumer permission and trust and consumer demand has led to companies becoming more transparent with how they utilise such data (Gov UK, no date).

9

10

Research & Inspiration...

11

Personal Styling Current Sutuation...

Why a virtual personal styling app?

The market situation...

47%

FIGURE 4 - Infographic

12

Primary research...

To gain a deeper understanding of the personal styling market, I conducted a survey to find out what exactly makes people feel pressured and put off with the idea of having an appointment with a stylist. Results from my survey will enable me to keep these factors in mind when generating ideas for my app, and how the service will run. 132 respondents took part in the survey giving me a fairly reliable summary of consumers’ perceptions of personal styling services. See Figure 5 for results summary.

Interview: chatting with a stylist...

I took some time to sit down and talk with a personal stylist from Topshop, to see if I could get any further insight into issues that stylists face in regard to the consumer, service, and the styling industry as a whole. The aim of the interview was to gather more information on the industry and utilise this to help me make decisions about how my app must function and the features my service must provide.

FIGURE 5 - Survey results summary

13

Did you get many clients coming in for an appointment?

I’d say we had a steady flow- if we didn’t have anyone in, we would walk the shop floor and approach customers who appeared to look lost but wanted something. It would be the customers who would pick up something and put it back down, or the customers who had their hands full so you knew they were most probably shopping for either an event or a new wardrobe and may want a more remarkable shopping experience.

14

trying to sell to them, which I would say starts the personal shopper-customer relationship off on a more distrusting foot.

Some customers however saw it as more if they had been selected for an exclusive experience. These shoppers were more excited and more open to my assistance and willing to try new things.

Did they have any specific questions for you?

The most asked question I got I would say was “how did you get into doing this then?” I think they were sussing out how qualified I was to be advising them. This again, suggests that the customer may sometimes lack trust in us stylists.

Other frequently asked questions were: “Is it free?” “do I have to pay for this?” “Do I have to buy anything?” “Is there a minimum spend?” They always seemed to be concerned about how much it would cost them and if there was a catch.

What were the customer’s thoughts on the idea of having a personal styling session?

The customers that had booked the appointment saw it more of an experience- they had planned to do it. They tended to usually be more trusting in my suggestions and opinions as they had pretty much asked for it. I would say they were more willing to try things on too. They had booked an appointment which is what I would describe as a more professional customer journey. Booked clients had more trust in the process as a whole.

I have looked at the Topshop appointment booking questions online, are there any extra questions you liked to of known prior to your client arriving to their session?

Erm, to be honest, I would find it more useful to actually know about the customer. For example, what they actually have to get dressed for, so knowing their typical day or their weekly lifestyle. This makes it much easier to suggest correct and relevant outfits and items.

The people who I’d approach were either quite reluctant because they seemed to take my wish to be helpful as

I also would like to of known what the customer thinks their best feature is- this helps when knowing what styles/ lengths

Interview with Molly...

How long was you a personal stylist for?

I was there for 8 months, whilst studying in my final year at university.

they would wear. I would never ask my client what features they don’t like as I feel that they dwell on this in their appointment- they become more self-conscious when we’re in the session.

To get an idea of their style, I would find it useful to know their favourite celebrity styles- it’s easier than trying to follow a trend/ style as we can all have different visions of a certain style.

How would you go about inviting a customer into the studio if they did not have an appointment?

I would approach being friendly, it was more of a conversational routine. Asking questions like “Are you okay there? What are you shopping for?” Sometimes I’d also ask things like “Have you found anything or are you looking for anything in particular?” “Could you like some help with it?”

What are the key things to being a successful stylist?

I think the main thing I learnt when styling was that building trust is key to a successful appointment. Building a strong rapport, being as helpful and understanding as possible and almost befriending your client would help to build trust. I would say it is key to keep it conversational and quickly identify some sort of common grounds with a client too. Even if they were a middle-aged woman; if she had a daughter I could relate to the mother-daughter relationship.

In terms of professionalism, I think its really important to know everything in your profession; know about your product, keep up with trends, have good commercial awareness- this is how your client can trust what you say.

Ideas taken from chat: Clients would vocally mention concerns of cost of the service. I need to ensure that my service will have no hidden costs- just the initial subscription price each month.

The significance of understanding a client’s needs. I need to ensure to consider ways I can do this through technology.

I could include a feature that links the user’s calendar / schedule to the app so the stylist bot is aware of their lifestyle and can therefore suggest relevant outfits.

Include questions around celebrity styles when asking for style preference details.

I could ask for Instagram handles of their top 3 celebrity/ blogger style inspirations- the bot will be able to pull image details from Instagram as well as product brand tags that have been tagged by the blogger.

Molly’s point on the importance of knowing everything within the styling role will be fulfilled.

Research suggests that computers are able to store and process a lot more data than the human brain (Abnett, 2016), therefore almost guaranteeing that the bot will be more accurate when suggesting outfits as all relevant data is stored and will never be forgotten.

15

To get an idea of the personal styling/ shopper market on the high-street, I have researched into stores that offer the service, and looked into how consumers go about booking styling appointments through online appointment booking systems. Focusing on the consumer’s journey, and taking notes of the questions asked in the online consultation has enabled me to find ways to improve the user journey for my app, and enabled me to begin to think about styling questions I need to ask the consumer at initial sign up stages of my app.

Main stores that offer personal styling on the high-street: • Topshop • John Lewis • Debenhams • Dorothy Perkins • House of Fraser • Selfridges It tends to be brands for older women, or people who are financially comfortable and able shop in more high-end highstreet stores like Selfridges. Topshop is the only Millennial-friendly store offering such service.

16

In Store...

Personal Styling

Online appointment booking...

TOPSHOP: • ‘About You’ questions are useful for the stylist to know pre-appointment • Have to manually add sizing, height and appearance details- time consuming • Style indicator isn’t the strongest- not the best way to gage somebody’s personal style

• Budget bar at the bottom of the appointment page could be very off-putting. £100 is the minimum budget allowance on the metre

FIGURES 6 & 7 - Topshop website

17

Online appointment booking...

DEBENHAMS: • Really basic booking systemno interest in personalising the appointment to the consumer’s specific style • No specific questions are asked about the customers appearance making it hard for the stylist to find outfits best suited to the consumer’s skin tone or hair colour etc.

• All information is requested through a typing box, the customer could give next to no information • When selecting a personal shopper, there is no information on the stylists available, consumer has no option to choose a stylist that suits them best

18

FIGURES 8 & 9 - Debenhams website

Online appointment booking...

JOHN LEWIS: • Appearance similar to questions

and size questions Topshop’s booking

• Bra fitting service- an added option which Topshop and Debenhams don’t offer. Something to consider when deciding my app features- how can I differ my app from others?

• Side note next to budget question stating that the service is free and there is no pressure to purchasethis is a key reason why people are put-off by personal shopping/ styling services

FIGURE 10 - John Lewis website

19

Artificial

Intelligence...

My app will have a stylist bot who will function through Artificial Intelligence (AI), relying heavily on user data that is inputted by the consumer, and automatically collected through cookies, to provide a service that is personalised specifically to each user.

What is AI?... “The theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.�

(WT Intelligence, 2020:online)

20

AI in personal styling...

“The AI crunches data like: what human stylists think would suit an individual user, the user’s ratings of products on the app, the items they click, and how customers with similar purchasing habits responded to product recommendations.”

(Abnett, 2016: online)

AI then creates algorithms which the stylist bot will then follow to suggest outfits.

Cartner-Morley (2018) has stated that human stylists are able to empathise with clients more than an AI stylist could due to face-to-face interaction. I must ensure to include a system that reacts to words that trigger a relation to feelings so they my bot can be as empathetic and as reactive to them as possible.

FIGURE 11 - Styling outfit

FIGURE 12 - Styling outfit

Some believe that algorithms will not be truly personalised to each user of virtual styling. It has been said that if an algorithm is based on likes and approval, it will then suggest a ‘polished, palatable mainstream look’, therefore moving away from self-expression and personalised looks (Cartner-Morley, 2018:online). Opposing this, however, a study carried out on 27 fashion stylists and bloggers attending fashion week, to determine if the above statement is true, presented participants with two outfits at a time, (1 of which was pulled from a fashion blogger and the other AI recommended) and they were asked to choose the outfit they preferred. Results found that 70% of respondents actually picked the AI styled outfits as their preference, suggesting that AI can offer styling suggestions personalised to each person (Roberts-Islam, 2019).

Further supporting the above idea, others have stated that “by giving tech and machines creative freedom, artists are fuelling a new era of AI creativity into one that is more human”, and with the development of technology advances, robots will be empathetical and have a sense of nostalgia in 20 years’ time (WT Intelligence, 2020:online).

21

3D Body Scanning...

“Body scanning is a non-contact, 3D measurement system that uses infrared depth sensing and imaging technology to produce a digital copy of the surface geometry of the human body.”

(Kokoszka, 2018:online)

The future of 3D body scanning: • It will enable retailers to tackle high returns rates- there would be fewer sizing issues, resulting in fewer returns • It could provide tailors with extremely accurate measurements and sizing information

The 3D data creates a silhouette of the scanned shape and generates a list of body dimensions and measurements (Lee, 2014).

• It will enable brands to target consumers through convenience and ease, and ultimately enhance consumer experience of sizing and fit

The measurements made through 3D body scanning enables us to visualise a realistic representation of the relationship between a garment and the human body. These quantities have been proven to be more accurate and consistent than those attained through traditional measurement techniques (Apeagyei, 2010; Kokoszka, 2018).

Whilst already revolutionary for so many industries, 3D body scanning is forecasted to be predominantly useful for the fashion industry, as technology advances (Apeagyei, 2010; Lee, 2014; Fowler, 2017; Kokoszka, 2018; Schmelzer, 2019).

FIGURE 13 - 3D body scanning

22

Retailers implementing body scanning with AI...

3D body scanning is still a relatively new concept, despite a few retailers such as Selfridges, Bloomingdales and New Look introducing 3D scanning booths in some stores back in 2011 and 2012 (Kokoszka, 2018).

In 2017, Amazon acquired Body Labs, a 3D scanning company. They recently conducted a study to explore the variety of body shapes with aims to ‘grow its apparel empire’ by enabling consumers to virtually try-on outfits, helping to find garments that are better fitted to their specific body shape (Hanbury, 2019:online).

ASOS have recently reported to be trailing an augmented reality tool ‘See My Fit’ that shows a computer-generated view of a particular product in a selection of sizes worn on 16 different body shapes and sizes. It aims to ‘connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love’, with hopes to ultimately cut down on return rates (Geoghegan, 2020:online).

Retailers like Topshop, Forever21 and Next work with a 3D scanning company named Bodi.me to create 3D avatars of consumers. Bodi.me software enables the consumer to compare their body measurements with the exact proportions of the garments to ensure the perfect fit (Kokoszka, 2018).

FIGURE 14 - ASOS See My Fit

23

Face and body scanning...

One of my brand’s unique selling points (USP) is that it is technology focused. I wanted my app to be as close to a personal styling session as possible which is why I decided to include a face and body scanning feature which will be available during the user’s consultation phase. Including this feature enables the app to automatically determine things such as hair colour, skin tone, eye colour and even their body shape, making the app less manual for the user. These are all things that a stylist would determine either prior to (through a survey taken when booking the appointment) or when meeting their client for a styling session It enables the stylist to understand what shades, looks and shapes would suit each client.

The face and body scanning feature will also be used to enable the user to virtually try-on outfits within the app.

This enables the user to experience a true personal styling session of trying new things, without the hassle of trying a suggested outfit on to find if they would wear it or not. Virtual try-on will be discussed later on in my app feature development stages.

24

FIGURE 15 - 3D body scanning

3D Body Scanning...

Bodi.me...

My brand will use an external source for the face and body scanning aspect of my app.

I have decided to go with a company named Bodi.me as it is already used widely within the fashion industry giving ‘made-to-measure and made-on-demand fitting technologies’ (Bodi.me, no date:online).

FIGURE 16 - About Bodi.me

25

Although there seems to be a few ‘styling’ apps currently available, they don’t offer the same service that my app plans to. My app will be a personal stylist bot giving tips, suggestions and help on how to shop and dress better. Current apps enable the consumer to style their own outfits but with no help from a professional. My app will focus mainly on the technology of body scanning and item scanning.

I also noticed that most of these apps are US based, so there is clear potential for my service within the UK market.

1. StyleBook styling app...

Overall- the app seems to be aimed at people who like to input data into it manually. My app aim is to be convenient and fit into my consumer’s everyday life. Maybe she won’t have time to manually add items to her wardrobe and fill in every detail, or pick out her own outfits- that is why AI garment scanning features and style bot will be at hand to automatically input garments and data and suggest outfits for her instead.

However, the features in this app are really strong and userconvenient, I will therefore look at each feature in-depth for inspiration when deciding on my own app features

Most common reviews on App Store: • Life changing! Fallen back in love with my wardrobe • Once finally added all items to ‘my wardrobe’ an excellent way to organise wardrobe • Allows for an extra 10 minutes in bed each morning • Very time consuming to add each item of clothing and its data manually • Background removal very irritating and doesn’t always work, resulting in manually removing for each item • Too many screens and buttons to press to add each item of clothing • Can’t have the app shared between devices e.g. synchronised between iPhone and iPad

FIGURE 17 - StyleBook

26

Competitor Apps...

Weaknesses

Strengths

Clean, clear layout on home screen Style stats page really informative- many features available to help organise and get the most from your wardrobe. I could do this in my app but try and relate it back to sustainability in some way?

Calendar feature- excellent way to keep track of what you wear each day and how much you have worn it. Improvement: My app could link to the iPhone personal calendar so the app knows when the customer is in work/ has an event and can therefore suggest outfits that are suited to the event Packing list feature- popular amongst reviews. Enables user to plan and pack lighter as it shows how many outfits each item works with etc Men’s version of the app too

Threats

You have to pay for the app- there are plenty of similar apps for free on App Store currently Apps with a similar concept developing technology features to enhance user experience as mentioned in ‘opportunities’ section

Adding clothing manually- time consuming. Removing background of items is tricky. Solution: Could I send out different colour backdrops to users as part of subscription? OR I could do garment scanning (like body scanning) to 3D virtual images No introduction to where anything is on the app when you first use it. Solution: users get a full run through of app during first use. Help feature to retrieve run throughs whenever Navigation of app could be less complicated- size measurements can only be added when clicking on style stats section. Solution: app will learn customer’s appearance details during first use of the app Inspiration tab- not the most inspiring; have to manually add things to the tab Style expert tab- not updated regularly- once user has read each article, they have no use of this feature. Solution: app will be updated weekly with latest news and information.

Randomised outfits- Not curated to customers preferred style

Opportunities

International adaptation of the app- you can purchase the app in the UK, but the ‘SHOP’ section is US based stores and prices Develop the app to enhance features- e.g. ways to tackle manually adding garment data FIGURE 18 - StyleBook SWOT

27

2. Mode-Relier styling app...

The app is very confusing to use- there are too many buttons and options and it is very overwhelming. Compared to StyleBook, the app is very basic and only has the option to create new outfit looks, add items to your wardrobe and shop online. Like StyleBook, the app requires the user to manually input items and data. The app seems to have more of a shopping focus than it does styling.

FIGURE 19 - Mode-Relier

Most common reviews on App Store: • Too basic, disappointing • Time consuming to add each item of clothing • ‘Style Rooms’ feature is not user friendly

28

FIGURES 20, 21, 22 - Mode-Relier App

S

Free app- if you don’t like it you’ve not wasted your money Opportunity to shop through the app You can add makeup and hair style ideas to outfit builds ‘Style Rooms’ feature enables user to save all outfits in one place- can categorize into events/ styles App is for both genders- appeals to wider audience Time consuming to add each item of clothing to wardrobe Must manually input all data

W

Basic features- limited interaction for the user Shopping feature is US based only Only 4 brands available in the shopping feature- high shopping price point too Hard to navigate- very busy and lots of buttons Not a nice app design- not the most appealing design, really basic Not personalised to the user at all

O T

Develop more features so the user can engage with the app more Expand to international markets for the shopping feature Allow user to add new brands/ shops to shopping feature for more personalised experience i.e. budget and style Develop more appealing branding and design so the app is nicer to use There are lots of similar apps out there with more advanced features Very few reviews on App Store, but all reviews are negative up to now- off-putting for users wanting to download and try No USP (unique selling point) FIGURE 23 - Mode-Relier SWOT

29

S

Clean and neat layout, nice to use Free app Strong focus on community/ explore feature- similar to Instagram account for styling pictures. Can like, comment and share other people’s posts too Lots of brands and stores on shopping feature Can pick specific things on shopping feature e.g. sale, new, by brand

W

Mostly US based stores/ brands, also US prices

Time consuming to add each item of clothing to wardrobe Must manually input all data Navigation is a little confusing and difficult Has an ‘account’ feature but still can’t be synced across multiple devices

Expand to international markets in shopping feature Technology advances means new apps with better features will become available Very similar to other apps out there- no real USP

Option to choose fashion market: lots of designer things suggested, not much high-street Develop the app to enhance features- e.g. ways to tackle manually adding garment data Link social network accounts to community feature to enhance user journey and interaction

30

T

O

FIGURE 24 - Smart Closet SWOT

3. Smart Closet styling app...

Like StyleBook and Mode-Relier, the Smart Closet app relies on the user manually adding all data and details before being able to use it to its full potential. The app has very similar features to StyleBook, with more focus on inspiration and community features.

Main features: Closet, Lookbook, Shopping, Calendar, Stats, Packing List and My Posts (explore/ community feature).

FIGURE 25 - Smart Closet

Most common reviews on App Store: • Great, really everyday life

useful

for

• Categorizing clothes seamless and simple

is

• Lots of technical difficultiesfreezing, rebooting etc.

• Tedious process adding all items and details in

FIGURES 26, 27, 28 - Smart Closet App

31

Perceptual Mapping...

Creating a perceptual map has enabled me to visualise where my brand would sit within the styling app market amongst its competitors. From the map, it is clear that What to Wear? would fill a strong gap in the market for a technological-based app that delivers complete personalised expertise around fashion and styling. No competitor apps provide personalised suggestions based on fashion trends and knowledge.

32

FIGURE 29 - Perceptual map

33

One of the key issues with my competitor apps is having to add items to the Wardrobe feature manually. To avoid this within my app, I have developed an idea to scan in items of clothing, so they appear on the app in a virtual 3D way. I will also include the requirement to scan an item’s care label; this will then enable the app to pull all garment data needed such as size, brand, price etc. so the user can avoid manually doing this when adding items to their wardrobe.

34

Scanning...

Item

My brand will use another external source for this: EDITED. EDITED is an industrial Retail Decision Platform which is used by over 42,000 retail professionals (EDITED, no date).

These retailers use EDITED for things such as pricing, competitor analysis, trend reports and market reports. The platform also enables retailers to find products from their own/ other brands and look at product information- from SKU codes and size options through to pricing history and replenishment count (EDITED, no date).

I will use their analytics for my item scanning feature- when the product label is scanned, EDITED will pull product information from the tag information in the garment. EDITED will then provide my app with product data such as: price, fabrics/ materials, country of origin, season of item, brand and colour.

EDITED will also be used for trend forecasting alongside WGSN. FIGURE 30 - EDITED

35

The Consumer...

36

Initial thoughts...

As part of my research, I conducted a survey to gain an idea as to who my target consumer would be. Initial thoughts were that millennials (aged 18-29) would not need the assistance of a stylist, but would be most likely to engage in any technological elements of my app. I then wondered if women aged 30+ who would presumably prefer assistance would actually engage in the technological side. I doubted that any women older than 35 would want to take part in body and face scanning.

FIGURE 31 - Age

Millennial consumer...

However, results from my survey propose that my target consumer for my app will be ‘Young Millennials’ (18-29-year olds). My survey also revealed that as respondents’ age increased, their feel for the need for assistance actually decreased.

To understand this more, I looked into the millennial consumer to gain an understanding as to why they feel the need for assistance when dressing.

It seems that despite millennials being strong-minded and innovative (Economy, 2019), they do seek approval from others, especially their peers (Thompson, 2019). My survey suggests that millennials want to use styling services, but elements such as cost, feeling uncomfortable or self-conscious, the inconvenience and the pressure to purchase items seem to put them off.

See appendices for full survey results.

37

FIGURE 34 - Pen Portrait

FIGURE 32 - Pen Portrait

FIGURE 33 - Pen Portrait

38

FIGURE 35 - Pen Portrait

FIGURE 36 - Pen Portrait

FIGURE 37 - Pen Portrait

FIGURE 38 - Pen Portrait

NAME: Sophie AGE: 27 GENERATION: ‘Young Millennial’ (Aged 20 – 29) GENDER: Female LOCATION: Manchester, Ancoats OCCUPATION: CRM Executive at The Hut Group ANNUAL INCOME: £26k EDUCATION: BA (Hons) Degree in Marketing Management

FAMILY SITUATION: Lives with her boyfriend, no children just yet

STYLE: Plain and safe, simple colour palette FIGURE 39 - Pen Portrait

The Consumer...

Pen Portrait...

39

Demographical...

OCCUPATION: Sophie was recently promoted to CRM executive for My Protein at The Hut Group in Manchester. This is her first post-graduate job in industry in which she started out as an assistant.

Geographical...

HOBBIES / INTERESTS: Travelling is a hobby she shares with her boyfriend as they enjoy visiting new places; from weekend city breaks around Europe to month-long trips around the world (Kosciulek et al., 2019 and Soloman, 2017).

They have visited places previously such as Australia and Canada. Fitness is important to Sophie, she has a monthly membership at the local gym and visits at least three times per week attending classes such as Yoga and HIIT. Skincare and beauty products are of huge interest to Sophie, and she has monthly a subscription to Birch Box (Thompson, 2019; Global Data, 2019), and invests in ethical skincare brands like The Body Shop (Mintel, 2019b).

WHERE DO THEY LIVE? Sophie lives in a 1 bedroom rented flat with her boyfriend in the urban area of Ancoats in Manchester. She travels to work via her local train station 5 days per week which is a 15minute walk from her flat. They live in an area where most inhabitants are yet to have families and they are aged 35 and below. (Experian, 2017 and Acorn, 2017).

PERSONALITY: Sophie is an introvert; she is quiet and reserved and tends to lack self-confidence. She is really clever and excels in her job which mostly requires her to analyse email data. She is aware of social issues and tries to help wherever possible; she donates to different charities monthly and helps out at local food banks (The Millennial Impact, 2017; Economy, 2019).

VALUES: Sophie has growing values in sustainability- she makes a conscious effort to recycle more, use less plastic and consume less meat. She has also recently cut down on clothing consumption and avoids purchasing from fast fashion, low quality brands like Boohoo (Thompson, 2019; Mintel, 2019b).

Animal testing is something Sophie strongly disagrees with; she doesn’t purchase makeup and cosmetics that do this. Sophie is focused on her career development; she is determined to progress to management in her job within the next 4 years (Odrum, 2015). Although not in any rush, she has dreams of conventional lifestyle goals like getting married, starting a family and owning a home (Odrum, 2015 and Mintel, 2019c).

40

FIGURE 40 - Chair

Behavioural...

FIGURE 41 - Social

HOW SHE SPENDS HER TIME: Sophie spends her weekends with her friends, family and her boyfriend. She spends a lot of her time on her phone and her laptop for both work and personal purposes; she sees them as essentials (SanMiguel et al., 2019). A lot of her free time is spent scrolling through social media following celebrities and influencers and keeping in touch with friends and family. She engages in TV competitions and reality TV show votes through social media too (Acorn, 2017).

She uses her phone to book transport tickets, checking her bank statements, shopping and finding recommendations for things such as food recipes and holiday destinations (Mintel, 2019d).

ATTITUDE TO FASHION TRENDS: Sophie has an interest in fashion; however, she lacks confidence and therefore tends to stay in her comfort zone of dressing plain and safe. She likes the idea of buying into fashion trends she sees bloggers and celebrities wearing on Instagram but is aware of the ethical issues around fast fashion trends. If buying into trends, she tends to purchase items like footwear and accessories (Experian, 2017).

HOW SHE SPENDS HER MONEY: Due to her recent job promotion, Sophie has an increased disposable income and enjoys spending her money on things like eating out in independent food places and day trips out (SanMiguel et al., 2019). Like most millennials, she likes to invest in experiences rather than possessions (Soloman, 2017), and is always saving up for her next trip away. She enjoys buying into things that benefit her day-to-day life and tends to spend over the average of women her age (Soloman, 2017; Global Data, 2019). Sophie owns a credit card, but very rarely uses it; she regularly dips in and out of her overdraft whilst still paying off her student loan (Soloman, 2017).

Psychographical...

SHOPPING HABITS: Although not often, she enjoys shopping trips with friends (Thompson, 2019). She doesn’t like to shop alone as she lacks confidence in her styling abilities. She shops mainly for herself and purchases full priced garments using her debit card and will occasionally purchase sale items too (Acorn, 2017). Sophie believes in the term quality over quantity when purchasing clothes as she prefers to spend extra for better quality items from shops and brands with a good reputation (Odum, 2015). She tends to look to other consumers’ and fashion blogger’s reviews before making a purchase which are mostly made online due to convenience and ease (Experian, 2017; SivaKumar and Gunasekaran, 2017; SanMiguel et al., 2019 ; Thompson, 2019; Economy, 2019). She aspires to purchase designer items such as bags and shoes (Mintel, 2019d).

MEDIA CONSUMPTION: Social media is her main source of knowledge and information (SanMiguel et al., 2019). She occasionally purchases newspapers, but mainly uses Twitter and news apps when it comes to keeping up with current affairs (Dunn, 2017).

41

The Subscription Market...

The subscription business model is proving to be increasingly popular as Royal Mail forecasts that the value of the subscription market will see a 72% increase, between 2017 and 2022 (Lewis, 2020), and with almost 40% of subscription consumers planning to join more subscription schemes in the future (Global Data, 2019), it demonstrates to be a promising business model for brands.

Beauty products and male grooming goods are particularly popular, mainly due to the convenience of the ability to replenish essential, everyday products without having to leave the house (Global Data, 2019).

Subscriptions are proving to appeal to younger demographics...

Almost 28% of consumers are signed up to a subscription service in the UK currently

Popularity of subscriptions are highest among under 35’s: 45% of 18-24s and 52% of 25-34s are currently signed up to at least 1 subscription

The demographic more likely to increase their subscription spending

are 25-34-year-olds

(Global Data, 2019)

42

FIGURE 42 - Infographic

Key focuses for subscriptions...

Convenience If my service is convenient and fits into the consumer’s everyday lifestyle, users are more likely to engage and buy into the app.

Personalisation At the forefront of marketing techniques.

This will encourage engagement with the app too. Personalisation in my app will begin at the initial signing up phase where my consumer inputs their details and data.

Added value Consumers must feel that the features in the service are worth paying for. This would be by ensuring the quality of the service is to high standards. Research suggests that consumers will link the price of a product to the quality of it.

They will be happy to pay extra for a service / product if they believe it to be of better quality

User frequency If my app can encourage the consumer to use the service frequently, studies suggest that they will be more inclined to pay into a subscription of it.

Educational Educating the consumers adds value to the service. I could do this by giving information about the quality of their clothing/ how sustainable they currently are.

Retention Engagement is key to customer retention with subscriptions. I will do this by bringing an interactive element to my concept through social media, hashtags and possibly a ‘community’ feature on the app.

(Keeney, 1999; Global Data, 2019)

I have decided to use the subscription business model as it seems to be the most promising for the future, especially when targeting millennial consumers. As part of my research survey, I asked my respondents if they would be willing to pay a monthly subscription fee of less than £4 for my styling service and 70.6% of aged 18-29 respondents said yes. For full survey results see appendices.

43

Current subscription brands...

From researching, I have noticed that most subscription businesses use a tiered pricing model. This is where features in a subscription membership depend on the package purchased. Most businesses tend to offer 2-3 membership options at different price points.

LinkedIn subscription packages...

Each membership plan has its own specific features Price point is quite broad- prices start from ÂŁ24.98 for 'Career' plan and goes up to ÂŁ79.99 for 'Hiring' package.

More of a professional subscription for business and careers and therefore the price point is higher than I would consider using.

FIGURE 43 - LinkedIn

From this I started to look at lifestyle subscription businesses to gain a better insight into price points for my own subscription. I ensured to consider the different features included in each plan and how the prices differ depending on this.

44

Netflix plans...

Each plan has features depending on the price point (features that allow the user to stream and download on multiple accounts is the main appeal).

3 plan options give the user plenty of choice: Basic £5.99, Standard HD £8.99 & Premium HD £11.99 FIGURE 44 - Netflix

Spotify membership options...

Like Netflix, each plan includes different features depending on the membership price It actually has a free option- it is a basic membership with hardly any benefits They offer student discount for the premium option.

3 plan options to choose from: Free Premium £9.99 Student Premium £4.99 FIGURE 45 - Spotify

45

My Subscription I will keep my options minimal, condensed to 3 package options, as research shows that giving consumers too many options to choose from results in lower sales due to indecision (Campbell, 2019).

The ‘customer first’ model will be adopted as subscriptions aim to create long lasting relationships with the consumer. My app must provide value to the consumer through an ongoing service (Xia, no date).

Silver £1.99 Gold £3.99

No Artificial intelligence features are included with this plan, user must add data and details in manually. Access to certain features will also be limited.

All Artificial intelligence features are included with this plan- most data will automatically be inputted in. Unlimited access to all features within the app.

Student £1.99 46

The same access and perks as the Gold plan but at a Silver plan price.

Students email address must be authorised before account is set up.

Plans...

I will use a tiered pricing model for my app subscription. This will enable me to target the younger millennial demographic as a whole. Offering different price point packages will enable me to meet all consumer budgets and will increase the chance of my target consumer group buying into a subscription membership (Campbell, 2019). Packages will include a selection of the features available on the app- the higher the price the more features will be available.

My subscription plans...

FIGURE 46 - Subscription plans

47

Data is said to have become “the most valuable asset on planet Earth” (WT Intelligence, 2020:online), particularly for big companies and businesses. Used with intentions to completely advance the consumer journey by providing them with relevant products, information and services based on their personal data, companies have fallen victim to ‘data mining’.

Data privacy laws...

Data privacy laws:

Consumers of today feel that companies are sneaky when collecting data and it is highly unethical, with 91% wanting companies to be more overt about how their data is utilised (WT Intelligence, 2020).

This has forced brands to become more transparent due to an increase in data breaches from many companies. Consumers expect companies to gain their trust and loyalty by providing them with transparency and honesty of how their data is being applied (Harman, 2018).

Back in May 2018, General Data Protection Regulation (GDPR) was brought into the EU to control how personal data was being used by organisations and businesses (Gov UK, no date).

Prior to this, corporations did not require clear opt-in in order to use personal data. The implementation of GDPR had a huge impact on business within the fashion industry, as companies had to seek permission to use consumers’ personal information (Ghosh, 2018). Consumers are now informed that use of their personal data may affect their privacy and are given the option to make a decision on if they consent to their data being utilised and stored (Gov UK, no date; Laybats and Davies, 2018).

FIGURE 47 - Big Data

48

Big Data...

As my app will rely heavily on user data and personal information, it is key that I understand the significance of data protection and the laws around it that are currently implemented in industry.

Data and the fashion industry: Due to the competitiveness of the market, retailers use big data to get to know as much as they can about the consumer and utilise this knowledge to ensure to target them effectively when advertising (Styles, 2019).

Retailers collect enormous volumes of consumer data such as their needs, interests, preferences and fashion taste, and use this to improve their product, service and marketing techniques to successfully target their consumer through hyper-personalisation (Joshi, 2018).

Large volumes of data are referred to as ‘big data’ in industry. Big data is known to analyse enormous amounts of data and process it into information which companies then utilise. Over the last decade, big data has grown in significance to the fashion industry, primarily used in trend forecasting, supply chain management and analysing consumer behaviours, preferences and their emotions (Jain et al., 2017).

FIGURE 48 - Fashion data

From research, I understand the importance of including data privacy policies and being as transparent as possible to the user on how I will utilise their information. When the consumer signs up to my subscription membership, they must give consent to the access of their data. My privacy policy will include thorough information of how any data will only be used by my brand and will be shared between retailers if they wish to utilise the ‘Shop’ feature, which connects with their online shopping accounts. Research shows that 53% of consumers aged 16-24 would give consent for retailers to use their online data if it meant they offered personalised offers and recommendations (Thompson, 2019). I must therefore consider ways to offer personalised discount incentives for my user in return for their user data.

49

Sustainability element...

Results from my survey suggest that including sustainability elements within my app would be beneficial to subscription user acquisition- 78.3% of all respondents claimed that sustainability within fashion is at least of somewhat important to them. Younger Millennials (aged 18-29) proved to be the most concerned about sustainability within fashion, with almost 84% of Younger Millennial respondents stating that sustainability is at least somewhat important to them. See appendices for full survey results.

FIGURE 49 - Survey screenshot

50

Sustainability in the industry...

“The global fashion industry is extremely energy-consuming, polluting and wasteful.”

(McKinsey, 2019:online) With climate worries at peak, huge companies hold full responsibility when it comes to protecting the planet, according to 90% of consumers (WT Intelligence,2020). As a result of this, companies are being forced to rethink business models and prioritise sustainable responsibilities they now face.

tripled since 2016 (McKinsey, 2019), research suggests that awareness on sustainability has increased, and consumers are wanting to learn more about the situation. With this in mind, I plan to include a feature on my app that can educate users on sustainability and how to become more sustainably conscious.

The sustainability market is oversaturated with clichés and promotional noise and consumers are therefore losing interest and beginning to see through it. What consumers to want to see is meaningful action and a company’s whole philosophy (McKinsey, 2019; WT Intelligence, 2020). The demand for such change is being led by millennials. This is therefore something I need to consider with What to Wear? as my app is aimed towards the millennial demographic.

Millennial consumers are demanding newer trade models to challenge problems such as overconsumption and landfill. Fast fashion brands, providing ‘throw away’ clothes that cost next to nothing are the pinnacle of this issue, and contribute to £140million worth of clothing that goes into landfill each year (Wrap, 2017). To tackle such issues, I plan to include a feature in my app that encourages users to wear unworn clothes and suggest upcycling old items that haven’t been worn in a while.

Whilst ‘sustainable fashion’ internet searches have

51

52

Design & Development...

53

Branding inspiration board...

FIGURE 51 - Inspiration

FIGURE 50 - Inspiration

FIGURE 53 - Inspiration

FIGURE 54 - Inspiration

FIGURE 52 - Inspiration FIGURE 56 - Inspiration

FIGURE 55 - Inspiration

• Brush strokes 54

FIGURE 60 - Inspiration

• Repeat prints / patterns

• Fashion related graphics

• Hangers

FIGURE 57 - Inspiration

FIGURE 58 - Inspiration

• Illustrations • Fun

• Creative

FIGURE 59 - Inspiration

• Colour black used for prints • Feminine styles

styling assistance. anywhere, anytime Colour scheme

Typefaces

Brandmark

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

abcdefghi jk lmnopqrstu vwxyz

Prints

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz FIGURE 61 - Brand board

55

Colour scheme...

Branding...

I aimed to create a colour scheme that represented What to Wear?’s brand image of confidence and style. I decided to choose three colours that seemed to complement each other, but also create a bold contrast. I then grouped these colours with black to bring them together and neutralise the vibrance.

I researched into the psychology of colours when deciding on my colour scheme; I focused on emotions of my consumer, (their initial feelings on personal styling of stress, worry and uneasiness) and how I could use my colours to trigger emotions of fun excitement but also calmness and relaxation.

Lime Green: Shades of green help loosen the body (both mentally and physically). Greens are excellent antidotes for nerves and anxiety and help to unveil an inner calm. Lime is seen as a fun, exciting and bold shade of green.

Salmon/ Coral: Coral and salmon shades exhort confidence and sometimes generate excitement and action.

Teal Blue: Shades of blue represent authenticity and peace. A nice contrast with coral shades, teal blue is said to add a ‘sophisticated splash of colour’ to any palette.

(Color Psychology, no date) FIGURE 62 - Colour scheme

56

Prints...

FIGURE 65 - Prints

FIGURE 66 - Prints

To make my brand image more fun and relaxed, I decided that I would add two prints. I liked the hand-drawn look and began to search for ‘brush stroke prints’ online for inspiration. I decided on one striped and one spotted print in the end. The spotted print is also used in the brand logo- but enlarged and zoomed in more here.

These prints will only be used when necessary- to add more detail and depth to the branding.

FIGURE 67 - Prints

FIGURE 63 - Spots

FIGURE 64 - Stripes

FIGURE 70 - Prints

FIGURE 71 - Prints

FIGURE 56 - Inspiration

FIGURE 57 - Inspiration

FIGURE 69 - Prints

FIGURE 68 - Prints

FIGURE 72 - Prints

FIGURE 73 - Prints

57

Logo...

I wanted my logo to be bold and recognisable. I began by researching into simple and clean logo designs that related to fashion or styling in some way, to gain initial ideas. I then began to draw out logo ideas taking inspiration from my research board.

FIGURE 74 - Logo FIGURE 80 - Logo

FIGURE 82 - Logo

FIGURE 77 - Logo

FIGURE 83 - Logo

FIGURE 55 - Inspiration

FIGURE 78 - Logo

FIGURE 75 - Logo

58

FIGURE 76 - Logo

FIGURE 79 - Logo

FIGURE 81 - Logo

FIGURE 84 - Logo

I started off by writing out my brand name: What to Wear? and decided to play around with the letter W for a while. I liked the idea of a bold, dramatic letter which could be used as a brandmark on its own too.

Initial ideas...

I then tried to incorporate a hanger into my design- my research suggested that this was an item associated with fashion and styling. I played around with the hook of the hanger to see if I could make it into a question mark.

FIGURE 86 - Logo development

I liked the idea of creating a W with clothing on the hanger. The image of the ‘V’ inspired me the most as I was able to create a clear letter with this design. I then added some writing next to this to create a combination mark design.

FIGURE 85 - Logo development FIGURE 87 - Logo development

59

FIGURE 88 - Logo development

Development...

60

Playing around with shades and tones to create a layered, shadow effect.

Experimenting with patterns and prints

Brandmark...

From my initial design idea on paper, I created a digital version using Adobe Illustrator. I played around with different prints and colours; I also added gradient overlays to certain shapes to create a 3D effect and add more detail.

Experimenting with block colours

App icon...

I tested out my two favourite brandmark designs against background colours from my colour scheme. I added a 3D effect to add a shine to the corner to see how it would look as an app icon.

I found that the spotted print did not look as strong when minimised; details were lost, and it was hard to tell what the logo actually was. I therefore decided to stick with the black ‘W’ as my app icon.

FIGURE 90 - App icon development

FIGURE 89 - App icon development

61

Spotted printstrong icon but wouldn’t look good small

Coloured brandmark on white backgroundclean but not as strong

Black & white inversion- stands out, but not as nice as green background

White brandmarknot as strong as black brandmark

62

Development...

Mixed patterntoo much going on, wouldn’t look good small

FIGURE 91 - App icon development

Black brandmark stands out on green background

Final app icon...

The original What to Wear? logo should only be altered and shortened to this icon when necessary.

The main use of this logo will be for the app icon; however, it will be used within the app for design purposes too.

FIGURE 92 - App icon development

FIGURE 93 - App icon development

63

Letters are too spaced out

Reduced tracking to -64. Not as spacious but logo is still too long

Layered the words.

Using the W for both words. Reduced size of ‘to’ so focus is on the rest of logo

Changed font from Didot regular to Snell Roundhand. Still prefer Didot

Reduced tracking to -129. Question mark now looks strange

Changed font from regular to italic. Don’t like the ‘w’

Changed font from Didot to Snell Roundhand.

Prefer Didot

Added small ‘o’ to the ‘t’ for ‘to’. Word isn’t so obvious, could be read wrong

Made ‘to’ and ‘ear’ Didot Italic and kept the rest Didot Regular. ‘To’ can be read but doesn’t take away from the rest of the logo FIGURE 94 - Combination mark development

64

Final Combination Mark...

I decided to go with the below combination mark logo as I felt it best reflected the brand. I kept the same typeface (Didot) but played around with Regular and Italic styles to give more detail.

Removed green A and enlarged the hanger.

Added the hanger back to above ‘W’ but it takes away from the smaller one

Tested the hook of a hanger as the ‘?’ - too much going on, too many hangers

FIGURE 96 - Final combination mark

Prefer the hanger above the ‘W’. This logo would be too long

Development...

Moved hanger to use as letter ‘A’. Kept letter behind but changed to green so hanger stands out

FIGURE 95 - Combination mark development

65

Brand Name...

What to Wear?

What2wear?

WtW?

W2W?

66

Not too long, nice and clear. Gives an indication to what the brand / service is

Too informaldoesn’t look very professional

Tried to play on alliteration- doesn’t look quite right

Still too informal when shortened. Doesn’t explain the brand/ what it is about

I developed my brand name What to Wear? quite quickly.

When thinking about getting dressed in the morning, or for an occasion, the first thing that comes to mind is ‘what am I going to wear?’

I wanted to play on this idea, and whilst my brand’s aim is to be an integral part of the user’s lifestyle, we are showing the consumer that we understand their issue of ‘what to wear?’

Tagline...

As my brand name doesn’t specifically state what my service is, I wanted to create a tagline that could do this.

The word virtual makes it sound as though it is a game

Playing on the convenience of the app: ‘on-demand’ and anywhere, anytime

Your virtual personal styling app Your virtual personal stylist Your virtual stylist

Short and snappy.

Straight to the point

Your on-demand virtual stylist Styling assistance anywhere, anytime

Your styling assistant anywear, anytime

Using ‘wear’ instead of ‘where’ to play on the idea of wearing clothes.

Slightly too long

Final tagline:

styling assistance. anywhere, anytime 67

Typefaces...

68

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

abcdefghi j klmnopqrst uvwxyz

Didot Regular / Bold: I decided to use a Serif as the main typeface within my logo as it is classic and sophisticated. Serif style fonts have connotations of being warm and welcoming, as well as high-end and reliable (Russ, no date). The refined style of Didot reflects the professional and luxurious yet welcoming and warming image that my brand portrays.

Braisetto Bold: To add a feminine touch to the boldness of a Serif font, I looked at different style Script types to use for my logo tagline.

Script fonts are seen to be quite informal and personal and tend to have an elegant look to them (Russ, no date). The handwritten style connotes a more personal relationship between the user and the app.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Helvetica Regular: Helvetica is used throughout my branding for any main body text. This is because Sans Serif fonts are simple and straightforward, which makes them easy to read (Russ, no date). Sans serifs are also very versatile and modern; this is something my app must be in order to be relevant and beneficial to the user.

69

Unique Selling Point... personalisation

Making use of user data to create a bespoke service that is tailored to each consumer and their specific needs

expert advice

All taken from a multiple of fashion-based trend forecasting tools, to ensure the user receives the most up to date and dependable guidance

no pressure to purchase

Any purchase advice or suggestions are solely for the user’s benefit. What to Wear? bots do not function on commission incentives

artificial intelligence

Using state of the art technology to create the ultimate user experience

70

Tone Of Voice...

Deciding on the tone of voice of What to Wear? is a crucial part of branding my product as it is the main form of communication with my consumer. I want my consumer to feel at ease and comfortable interacting with my app, as though they are interacting with a friend, which is why there will be a friendly and warm tone of voice.

Whilst millennials hold the attention span of 12 seconds on average (Patel, 2017), I must ensure that my tone of voice is direct and straight to the point. Millennials tend to engage with more informal and conversational styled voices, which is why my brand will have a smart yet casual tone (Kreyenhagen, 2018). I want to ensure that my brand comes across as professional and trustworthy, but not too formal that the user struggles to engage and relate. I must ensure that my tone of voice is understood by all users, regardless oftheir age.

FIGURE 97 - Tone of voice

71

As I had never created a brand book previously, I researched into the contents and use of them. I looked at a variety of different books and began to create a contents list, taking information and inspiration from each one I had looked at. I found that some seemed to be a lot stronger than others; the key to a strong brand book was to include only information that is useful and relevant for the reader engaging with it.

72

Brand Book Research...

Spotify brand guidelines...

Spotify’s brand guidelines are very clear and thorough.

The logo seems to be the most significant part of their branding as they go in depth on the design, size, use and misuse of it. This is something I considered when thinking about the contents list of my own brand book.

FIGURE 98 - Spotify

Wolf Circus brand guidelines...

Wolf Circus’ logo guidelines are good as they include plenty of examples of how the logo should not be used.

Misuse of the logo is a key feature that I must include as majority of brand books seem to include it.

FIGURE 99 - Wolf Circus

73

Urban Outfitters’ brand guidelines...

The Urban Outfitters brand guidelines book seems to look unprofessional and really busy. The contents of the book, however, is relevant and I have taken note of what is included. Pages such as tone of voice and photography methodology are things I must include in my own brand book, to ensure my branding is kept cohesive throughout.

FIGURE 100 - Urban Outfitters

74

Alienware’s brand guidelines...

Alienware’s brand book is very clean and simple to read.

The minimal design helps to focus on the contents of the book and take in what is being said. I like how the language is very clear and straight to the point, making the information easier to digest. Examples are used throughout the book too.

FIGURE 102 - Alienware

FIGURE 101 - Alienware

75

Brand book contents...

From research, I created a list of the information and guidelines that must be included in my brand book. I wanted to keep my contents condensed to only information that is extremely relevant and necessary to ensure that my guidelines are clear and simple.

Brand book design...

From looking at various brand books, I was able to decide on the layout and design of my own book. I found that the busier the design and layout of a book, the more difficult it was to focus on the information being presented. I have therefore decided to go for a clean, minimal design layout to reflect my brand image and ensure focus and readability.

76

FIGURE 103 - Brand book

After looking at competitor apps, I decided to look to other places for inspiration such as Pinterest, magazines and apps that had no relation to my concept, to broaden my layout ideas.

App Research...

For the design element of my app, I looked at current app competitors and considered the functionality of them. I found that most competitors’ (StyleBook, Smart Closet, Mode-Relier etc.) layouts looked simple however functionality of the app was not as simple. I decided to look at StyleBook’s layout and functionality in more depth to gage an idea of features I could develop or improve in my own app.

77

StyleBook app...

Home page: • Simple layout- quite basic, not much thought gone into the design • Clear colour scheme: lilac, black and white- quite boring • Images to show each feature • Bottom menu bar makes navigation to them specific features easy

FIGURE 104 - StyleBook app

78

Closet feature...

• Images of items from your wardrobe at home • Set into categories e.g. t-shirts, blouses, shirts • Can edit images taken at home to remove background • Add details of item e.g. colour, size, brand etc. so it is searchable

The main issue with the Closet feature on StyleBook is that editing images is difficult. The background must be contrasting the item of clothing in order to remove the background successfully. If it isn’t contrasting enough, the user must then remove the background manually. To do this for over 20 items will be very time consuming and tedious. Functionality of his feature could be improved to become more userfriendly.

I plan to tackle this by introducing a 3D item scanning feature (using Bodi.me as mentioned previously) that will automatically create a 3D virtual version of the item.

FIGURE 105 - StyleBook app

FIGURE 106 - StyleBook app

79

Looks feature...

• Magazine-styled outfit builds • Uses clothes from your ‘Closet’ • The app can randomize outfits if you don’t want to create your own • Save them in different categories e.g. ‘work’ ‘going out’ • Can add dates to when outfits have been worn to keep track of how many times its been worn

The looks feature is a good way for the user to refer back to previous outfits and re-use them when they feel. The outfits they create however can look really untidy if the items are not cut out neatly when added to their Closet. Although there is an option for the app to randomise an outfit, the app does not specifically style up outfits personalised for each user. Outfits are chosen at random with no information as to why the user should wear the outfit. My app will use this ‘looks’ feature concept but develop it further to curate personalised outfits.

FIGURE 107 - StyleBook app

80

FIGURE 108 - StyleBook app

Calendar feature...

• Log what you wear to a date in the calendar • Can add single items as well as full outfits • Keeps track of how many times you wear an item

The calendar feature is a good way to become an integral part of a user’s everyday life, however I don’t feel that StyleBook use it to its full possible potential. I have ideas to develop the calendar concept and introduce schedule syncing which allows a user to sync their personal calendar to the app feature, enabling my app to suggest outfits based on their plans.

The StyleBook calendar also limits the user to 1 outfit per day- if she has plans for an evening after working all day, she can only add one outfit to her plan. I will allow for numerous outfits to be added per day, organised by timeframes.

FIGURE 109 - StyleBook app

FIGURE 110 - StyleBook app

81

Style Stats feature...

The style stats feature is an excellent way to help the user organise their wardrobe and make use of items of clothing they forgot they even had. I plan to use a very similar concept as I feel that it is really strong, however I would like to include more stats which could push sustainability more. The information is very vague and general in this feature.

Ideas: sustainability level- user can see their level of sustainability based on how many items they wear in their Closet each month and based on where the items are bought from. The app could then give tips on how to become more sustainable based on their data and information.

FIGURE 112 - StyleBook app

• ‘Closet count’ keeps track of how many items in your wardrobe • Colour counts- gives % of colour in wardrobe • Tells you what items haven’t been worn • Most worn and least worn • Best and worst value items if price of items were added • Average items per look- helps when packing FIGURE 111 - StyleBook app

82

• A good way to make use of your wardrobe items, help you control how you shop

Shop feature...

• Add favourite shops to the list through saving their website as a bookmark • Can shop the items- it will open in a webpage • Can clip images from online to create outfits and add to Closet • Discover new shops in the featured retailer section

The shop feature is very basic. It allows the user to add stores however they must save as a bookmark first. It can be time consuming. The list of stores that are automatically added into the app are not the most relevant for my target consumer- firstly, they are mostly American brands and secondly, they are for women who are of an older age group.

Ideas for my app is to make the ‘store adding’ task more efficient and simple. My app will also sort items by style and size relevance for the user when they click through to each website so that their shopping experience is more personalised.

FIGURE 113 - StyleBook app

FIGURE 114 - StyleBook app

83

Style Expert feature...

• Style Q&A- get tips from interviews from fashion bloggers, designers and fashion insiders • Organizing tips from experts at Organized living • Clothing care advice • Style guides from founder • Tailoring guide Expert Tips is a place for the user to refer back to for advice and tips on fashion, organisation and clothing care. I noticed during my SWOT however that these tips are not updated very regularly making the information irrelevant after a while.

FIGURE 116 - StyleBook app FIGURE 115 - StyleBook app

84

I have decided that I won’t include an ‘expert tips’ feature as tips from a style bot will run throughout the whole of What to Wear?, giving the user constant information, tips and tricks when it comes to styling themselves. I like the idea of including fashion blogger tips in my own app, I would maybe include this in the ‘News’ feature as an occasional thing- tips from a new Instagram blogger each month. This would resonate well with my consumer market.

Layout inspiration board...

FIGURE 117 - App layout

FIGURE 120 - App layout

FIGURE 123 - App layout

FIGURE 121 - App layout

FIGURE 118 - App layout

FIGURE 119 - App layout

• Icon images • Square icon buttons

FIGURE 126 - App layout

FIGURE 127 - App layout

FIGURE 124 - App layout

FIGURE 122 - App layout

FIGURE 125 - App layout

• Neat, clean photography • Simple layout • Clear colour scheme/ palette • Organised

FIGURE 128 - App layout

• Real life imagery • User-friendly

85

‘Millennials: how younger consumers are shopping for fashion’...

Priorities & what they want to see...

More convenience focused services (39.7%) Fashion and styling advice (34.6%) Better fit technology e.g. avatars and fit predictors (32.5%) Trend news (25.2%)

These consumers see a benefit of sharing size data with fashion companies, with hopes for better-fitting garments and a decrease in returns likeliness.

Thompson (2019)

86

App Features...

When researching, I found a really useful article online on Drapers that enabled me to develop ideas on the features I will include in my app. The article, combined with features explored in the StyleBook app, have heavily influenced my final features decisions.

As my app offers a convenient service to the consumer, when marketing my brand, I must ensure the consumer knows the convenience and flexibility of my app.

This is the main feature of my app.

The body scanning feature in my app should help with this, giving the user the opportunity to see the garment on a virtual avatar of themselves.

This is another feature of my app- it will be updated regularly to ensure relevance.

This portrays a positive opportunity as my app relies heavily on user data such as sizing and measurements.

57.5% of consumers enjoy being able to try clothes on in stores

I would be bringing this enjoyment and ability to online shopping features by providing a virtual try-on option.

It is therefore important to provide information about products I suggest for them to purchase.

They care about ethical sourcing etc.

67.7% of millennial and gen Z consumers say that environmental sustainability is either very or quite important to them; 45.6% of these say that they actively hunt for brands that are sustainable

95% of consumers read product descriptions either every time or sometimes, with most looking to find information on how the product fits, materials used, information on ethical sourcing and how to care for the garment

I would be selling my app through this standpoint to enable them to become more sustainably conscious in fashion. This will be within the ‘wardrobe stats’ feature.

I would be tackling this by sorting shopping pages by sizes, fit and relevance. The virtual try-on feature will also be available when online shopping too.

42.2% of consumers say that the unpredictability of fit is one of the most annoying things about online shopping

Thompson (2019)

87

MyApp...

FIGURE 129 - App

88

Sign up journey...

The sign-up journey will be straight forward for the user. They will fill in initial sign-up details and will then be given membership options to choose from. Once selected, the user will be directed to the payment method options where their membership will be activated through their first payment.

FIGURE 130 - App

‘?’ and ‘here’ buttons will lead to a page showing package options in greater detail.

If user clicks on each feature, more detailed information is available too.

FIGURE 131- App

89

Sign up journey...

Once the first payment has been made and the membership has been activated, the user will then get the option to set up their personal profile straight away or do it later on.

Let’s go button will lead user to the ‘Consultation’ page. Do it later button will lead user to ‘Home’ page.

FIGURE 132- App

90

Log in journey...

Menu- available throughout the app so user can navigate with ease Home button- enables the user to navigate back to app homepage whenever they wish to.

Homepage- upcoming looks from their calendar and popular looks from the Community feature is shown on the homepage.

FIGURE 133- App

Settings button- enables user to log out of the app, as well as amend their membership and app settings such as notifications.

91

Feature: My Profile...

My info: This will automatically fill in when user creates their account and engages with the Consultation feature.

Styling appointment: This is where the user will visit to receive a styling session with their stylist.

Stylist notes: This is a document the user can refer back to when shopping or styling themselves.

It will include information about their body shape and how to dress for this.

92

FIGURE 136- App

FIGURE 134- App

FIGURE 135- App

Consultation: This is where the user engages in giving the app their personal data. Consultation aims to give the user a true personal styling experience by discussing appearance and style preferences.

Face scan: Works like face ID on iPhones. Will take details such as hair colour, eye colour and skin tone.

Body scan: Enables virtual try on as well as taking measurements of chest, waist, hips, legs and feet to gain knowledge on user’s size measurements and body shape.

FIGURE 140- App

FIGURE 139- App

FIGURE 138- App

FIGURE 137- App

Feature: My Profile: Consultation...

Expert tips: This will feature information from fashion experts and will be regularly updated to keep it current and relevant.

User can search and filter to find previous articles.

Shop with me: If shopping and in need of advice, user can use this feature to scan outfit and receive tips and an opinion from the stylist bot.

93

Feature: My Wardrobe...

This feature enables the bot to create outfit suggestions for the customer based on items in their wardrobe.

User must add their items to this feature in order for it to function properly. ‘+’ button enables user to add items to their wardrobe. To add by scanning the item in, they will scan the item and then scan its care label so that the app can pull product information from Edited.

Items are organised through seasons. User can find items by clicking on either season.

FIGURE 143 - App FIGURE 141 - App

Each category is then split into more sub-categories for the user’s ease.

Search box enables the user to search key words to find specific items.

94

FIGURE 142 - App

Feature: My Lookbook...

This is a place for user’s outfits to be saved so they can be referred back to and worn again in the future. User can add notes and details to outfits when saving them.

User can add new looks to lookbook using this button.

Each category will then have a collection of looks saved to each one.

FIGURE 146 - App

Options to try an outfit on virtually, as well as add outfit to personal calendar.

FIGURE 144 - App

Outfits are organised into style categories e.g. ‘work’ ‘casual’ ‘uni’.

FIGURE 145 - App

95

Feature: Community...

This will be a place for users to create an Instagram-like community where they can share their outfits to their page, tag brands into the outfits and play the role of a ‘fashion blogger’. The idea of a community feature is to keep engagement levels high amongst users.

This can then be filtered out into their personal social channels by using hashtags and brand tags.

Users can follow each other and get inspiration from each other’s outfits and engage with comments and likes.

My profile- users can curate their own fashion outfits page by saving their favourite outfits and sharing them with followers.

Community feed- similar to Instagram feed: user can see their followers’ posts.

Similar to Instagram, users can edit their profile at any time and look at their followers/ following list.

FIGURE 147 - App

96

Feature: News...

This is where the consumer can go to get weekly trend updates and news on current affairs within fashion. The consumer will select from a checklist the information they would like to see within this feature when they first use the app to ensure news is relevant and personalised to each user.

Monthly trend newsletter- this will be personalised to the consumer’s based on their data within the app. The trends will be taken from WGSN and Edited to give reliable forecasting. This will also feature purchase suggestions recommending items missing from their wardrobe, from their favourite online stores.

Retail news- this will feature any fashion retail news relevant to the consumer. For e.g. ‘Topshop sale- further reductions’ or ‘New Zara store opening near you’.

Sustainability news- this will feature news about anything in relation to fashion and sustainability. For e.g. if a consumer would like to know how sustainable a brand is, they can search for it in this section. If a brand is making economically friendly changes for e.g. beginning to use paper bags instead of plastic, the user can find out via this feature.

FIGURE 148 - App

Events news- this will feature information on any relevant events (for e.g. sample sales or swap shops).

FIGURE 149 - App

97

Feature: Shop...

This feature will enable the consumer to shop their favourite brands online directly through the styling app.

Sizing data: utilising users’ size data inputted through body scan feature, the app will filter all products by the user’s personal sizes automatically.

The app will also help sort products by relevance to the consumer’s personal style. This creates a more relevant and personal experience.

Extra data: the more the users purchase from brands through the ‘Shop’ feature, the more data the app has to ensure outfits suggested by the stylist bot are relevant to the user’s style.

FIGURE 150 - App

98

Automatic wardrobe add: the app will automatically add any purchased items to the user’s wardrobe, automatically inputting product details such as size, price and season etc.

FIGURE 151 - App

Feature: My Calendar...

Users are able to sync their personal calendar with the app calendar so that the stylist knows their schedule. The stylist will then suggest outfits for the user based on their schedule for the day.

This feature links with the Stats feature to give user numerical information on their wardrobe & usage.

More than one outfit can be saved per day for if user has different plans.

Outfits can be added to calendar to plan in advance.

If user decides to wear outfit suggested by stylist that day, it will automatically be added to their calendar for them.

FIGURE 152 - App

FIGURE 153 - App

99

Feature: Wardrobe Stats...

This feature will take data from the user’s wardrobe pieces and give numerical statistics based on their wardrobe items and calendar data from the app.

Top worn items: relies on synchronisation of users’ personal and app calendar, saving outfits down each day.

This enables the consumer to see items they wear lots.

Colour wheel- this will show a visual wheel of the colours in a user’s wardrobe. This will help the user to see colours they buy lots of and colours they could do with buying more of.

Least worn items: informs the user on items they don’t wear much and suggests not to purchase similar items. The app will make suggestions such as donating these items or selling them on.

Cost per wear: this will calculate avg. cost per wear when user adds items to calendar. The user is able to see their best and worst cost per wear items, indicating which items they should begin to wear more.

Sustainability level: This is based on brands in wardrobe and the number of times an item is worn.

This feature will suggests ways in which a user can improve their sustainability level.

100

The app will also give colour information and tips on what works best for each user’s skin tone.

FIGURE 154 - App

Feature: Fitting Room...

Virtual try on will enable the consumers to try the outfits suggested by their stylist without having to physically go into their wardrobe and get it out. Suggestions will be based on body shape, skin tone, eye colour, hair colour and the occasion.

You style me: outfits will be suggested by user’s style bot.

Styling information from the bot as to why this would be flattering for the user’s body shape/ skin tone etc.

User will also be able to ask the bot to switch an item if they would like to keep the skirt for e.g. but swap the top.

Style myself: outfits can be created by the user if they don’t wish to use the stylist bot.

User will select categories of which they wish to pick items from for ease and quickness.

Features in both styling options: • 360 degree view of the outfit by swiping

Tinder style selection- user can swipe to see different items.

• Tucked in or tucked out options available • User can then save the outfit in ‘My Lookbook’ for another day if they like it, add to their calendar if they wear it that day or save to another day in their calendar for the future FIGURE 155 - App

101

Feature: Fitting Room: You Style Me...

User will fill in a styling survey to give details such as: occasion, date of occasion, preferences e.g. dress or skirt etc.

This can be amended whenever.

Each outfit will have information as to why it has been suggested.

Usually in relation to body shape and trends.

User will always have the option to try outfit on or change something.

User can then add the outfit to their app calendar or save it to their lookbook for future references.

FIGURE 156 - App

Stylist will give various outfit suggestions with options of dressy, casual, smart etc. for the user to look through.

102

FIGURE 157 - App

Feature: Fitting Room: Style Myself...

User will filter items by selecting categories/ colours/ season.

This can be amended whenever.

User will then select accessories and outerwear to add to first layer of items to create a complete outfit.

User can always refer back to their outfit in the top right hand corner.

Once outfit is complete, user can try on outfit, add to their lookbook for future reference or add to their calendar to wear in the near future.

FIGURE 158 - App

The app will then provide a tinder-style selection process where user swipes through options until they are happy.

FIGURE 159 - App

103

Feature development...

If I were to have longer on this project, I would have liked to of developed a feature that pushes the sustainability idea further. Initial ideas would be to add extra social elements of the app: What to Wear? could develop to eventually have its own marketplace, similar to depop, where users can buy and sell preloved items. This is an idea I could carry forward to VP2B as it could be a good way to market my brand.

App push notifications...

From researching, I noticed that a lot of apps send push notifications as a way to encourage user engagement. I decided that this is something I must also utilise with my app in order to retain user commitment and use. I have decided to develop this idea further, taking inspiration from my own personal notifications from my iPhone; I receive travel notifications from my calendar when I have ‘Work’ scheduled into my day. I also receive notifications from the ‘Bedtime app’ in the morning which gives a weather forecast for that day.

FIGURE 160 - Notification board

104

Push notifications...

I have decided to link my app to the weather forecast in order to give the user weather-relevant outfit suggestions. If the user has an outfit planned for the following day, the weather will be displayed in their morning notification and will include information relating to their planned outfit and the weather. This could be a suggestion of adding an umbrella to their bag due to shower forecasts, or it could be a complete outfit change due to change in temperature. This feature is something completely different from any other styling app and would be a good unique selling point.

More notification examples:

FIGURE 162 - Notification mock-up board

FIGURE 161 - Notification mock-up

105

Campaign Plan...

106

In terms of promoting What to Wear? I must ensure to target my consumer effectively through a multi-channel approach. The idea behind my approach is to target her by appearing in many aspects of her day to day activities, putting the service ‘in front of where they already [are] and prefer to engage’ (Kreyenhagen, 2018:online). Roux and Van der Waldt (2016) state that it is vital for companies to consider ways in which they target specific consumers, and failure to make use of the correct multi-channel platforms will more than likely produce unsuccessful results. To illustrate, my ‘Younger Millennial’ customer spends a lot of her day scrolling through social media channels, so I must therefore ensure to engage in paid social ads, as the likeliness of her seeing my advertisement is really high.

Whilst What to Wear? is extremely premature, the intention of my promotional plan is to ultimately build awareness of my service and brand and gain consumer acquisition, with the end goal of becoming an essential part of their everyday life. Ensuring that my consumer sees my promotional campaign through all channels utilised is also a significant objective.

Social media campaign...

Although now a very clichĂŠ marketing tool for most businesses (Reto et al., 2017), social media campaigns still prove to be one of the most effective ways to target young millennial consumers, as image-based platforms such as Instagram and Pinterest tend to be most popular, amongst such demographics (Mintel, 2019c). Whilst ranked as the 6th most-used social platform globally (Similar Web, 2020), using Instagram will enable What to Wear? to speak to the consumer and gain brand awareness on an enormous global scale.

Initially, the What to Wear? Instagram page will be used to promote the app to gain consumer acquisition and brand awareness. Once developed, the What to Wear? Instagram will be used to repost user posts that they share on the Community feature of the app. Brand tagging and hashtags will be a significant part of posting to Community as this is how the brand will see a user’s post, to then re-post onto the What to Wear? Instagram page.

With a forecasted rise in the significance of storytelling (McKinsey, 2019), What to Wear? will ensure to do this through Instagram posts. During the promotion stage, What to Wear? will be educating the consumer on how the idea developed, telling the story of the frustration on the need for styling assistance (absent from the idea of personal styling), showing an empathetic understanding of the user’s wants and needs, thus making the brand more relatable and authentic. Post promotion, What to Wear? will tell consumer stories when reposting outfit ideas- this could include consumer testimonials on how the app has helped to change their life.

FIGURE 163 - Instagram infographic

107

Digital marketing...

Until What to Wear? has developed and gained brand awareness and consumer loyalty, the brand will engage in search engine advertising; PPC, CPC and ‘ad’ words. My brand must utilise paid social media adverts and Google search advertising until it has established enough to gain organic searches like competitor apps such as StyleBook. Benefits of using paid social advertising is the level of personalisation users will receive. For my brand, this will ensure that I am only targeting consumers who will see my service as relevant (Davis, 2020).

Collaboration...

Brand collaboration has proved to be extremely successful in the fashion industry for numerous years; so much so that we are now seeing high end brands collaborating with high street fashion retailers, to broaden their audience and become more accessible to a younger consumer market (Mintel, 2019d).

Initial collaboration ideas for What to Wear? are to touch on the sustainability elements of my app by collaborating with Depop: a peer-to-peer shopping app that enables its users to ‘buy, sell and discover fashion from the most inspiring community of creatives in the world’ (Depop, no date:online). Collaborating with a brand that can be seen to increase a users’ sustainability level would be valuable for What to Wear? as millennial consumers see brand reputation and ethos as high significance, due to their increase of interest in sustainability (Mintel, 2019c).

Other collaboration ideas for What to Wear? are to collaborate with fashion bloggers and influencers to gain brand identity and awareness. A recent report from Mintel (2020) states that 78% of younger millennials who actively follow influencers, believe that collaborating with the correct social media personality can improve a brand’s reputation tremendously. This suggests that collaborating with a highly respected fashion influencer, who has a large young millennial following would be excellent exposure for What to Wear? as a start-off brand.

FIGURE 164 - Depop

108

Event(s)...

Research suggests that memorable and personalised experiences can assist brands to attain and retain consumers through the idea of the growth of the ‘experience economy’ (Reilly, 2018). According to Mintel (2019c), millennials are at the forefront of engaging with this experience economy as 72% state that they would rather spend their money on experiences over possessions. With this in mind, I must ensure that What to Wear? is marketed to specify the fact that it provides a service rather than a physical possession. Engaging in pop up and collaboration events would be an excellent way to do this.

To launch the app, What to Wear? could plan a popup event which would tour around the UK. Initial ideas for the event could be to promote the USP of artificial intelligence by providing body and face scanning booths which users can engage with if they sign up on the day of the tour. To encourage engagement and sign ups, there could be an incentive of a discounted membership for the first 3-months. Other incentives such as free branded merchandise could be handed out as a means of peer-topeer promotion to gain brand recognition during the tour.

Merging the early idea to collaborate with Depop, What to Wear? could plan pop up events which promote the idea shared amongst both apps: making the most of your wardrobe. Swap shops and events where consumers can upcycle and re-use their garments are initial ideas for this type of event. To utilise all channels, events hosted by What to Wear? would then be promoted across all social media channels, as well as promoted by any collaborating people/ brands to ensure full consumer reach is met.

FIGURE 165 - Mock-up

All promotional plan thoughts are initial ideas which I will then explore, develop further and finalise during part B of this project.

FIGURE 166 - Mock-up

109

What toWear?

•

The app is straight forward to use and therefore extremely user-friendly for people of all ages

•

The use of state-of-the-art technology makes the app relevant and highly desirable

•

Personalisation is at the forefront of features within the app, making it convenient and essential

•

Subscription plan options with different price points enables the brand to provide something for everyone, regardless of budget

Weaknesses...

•

110

It is a completely new service meaning that users may be less trusting and resort to competitors who have been around for longer and have a point of reference

S.W.O.T...

Strengths...

Opportunities...

•

There are opportunities for the app to develop further in terms of sustainability and pushing sustainability elements as a USP for the brand

•

International market expansion in the future, once developed enough in the UK

•

Research suggests a gap in the market for a service that is less pressured

styling assistance. anywhere, anytime FIGURE 167 - Logo

Threats...

•

There are lots of competitors around offering a somewhat similar (yet less advanced) service with no costs

•

In order for optimum experience, the app relies heavily on consumer data which some may be reluctant to share

111

112

FIGURE 168 - Critical path

Critical Path...

113

References...

Abnett, K. (2016) ‘Is Fashion Ready for the AI Revolution?’ Business of Fashion. [Online] 7th April [Accessed 15th January 2020] https://www. businessoffashion.com/articles/fashion-tech/is-fashion-ready-for-theai-revolution Acorn (2017) The Acorn user guide: the consumer classification.

(Resource provided by MMU Lecturers). Publisher details not available.

[Online] [Accessed 19th December 2019] Amed, I., Balchandani, A., Beltrami, M., Berg, A., Hedrich, S. and Felix, R. (2019) ‘What radical transparency could mean for the fashion industry.’ McKinsey & Company. [Online] [Accessed 19th December 2020] https://www.mckinsey.com/industries/retail/our-insights/whatradical-transparency-could-mean-for-the-fashion-industry Apeagyei, P. (2010) ‘Application of 3D body scanning technology to human measurement for clothing Fit’ International Journal of Digital Content Technology and its Applications. 4(7) pp. 58-68. DOI: 10.4156 Butler, S. (2020) UK retail industry suffered worst year on record in 2019. The Guardian. [Online] 9th January [Accessed 1st February 2020] https://www.theguardian.com/business/2020/jan/09/uk-retailers-sufferworst-year-record-job-cuts-store-closures Campbell, P. (2019) The most common subscription pricing models, and the only one you should be using. Price Intelligently. [Online] [Accessed 15th January 2020] https://www.priceintelligently.com/blog/ subscription-pricing Cartner-Morley, J. (2018) ‘Do robots dream of Prada? How artificial intelligence is reprogramming fashion.’ The Guardian. [Online] 14th September [Accessed 15th January 2020] https://www.theguardian.

114

com/fashion/2018/sep/15/do-robots-dream-of-prada-how-artificialintelligence-is-reprogramming-fashion Chavan, R. B. (2018) ‘Analysis of Fashion Industry Business Environment.’ Latest Trends in Textile and Fashion Designing. 2(4) pp.

212-219 DOI: 10.32474/LTTFD.2018.02.000144 Color Psychology (no date) The Psychology Meaning of Colors.

[Online] [Accessed 20th January 2020] https://www.colorpsychology.org/ Davis, J. (2020) ‘Pay Per Click (PPC) Trends 2020.’ Smart Insights.

[Online] 10th January [Accessed 20th January 2020] https://www.smartinsights.com/paid-search-marketing-ppc/paid-search-strategy/pay-perclick-ppc-trends-2020/ Depop (no date) Depop Homepage. [Online] [Accessed 1st February 2020] https://www.depop.com/ Drapers (no date) ‘Latest Brexit News.’ Drapers online. [Online] [Accessed 1st February 2020] https://www.drapersonline.com/news/brexit Dunn, J (2017) ‘The difference between how millennials and baby boomers consume news’ Business Insider. [Online] 26th June. [Accessed 10th December 2019] https://www.businessinsider.com/how-millennials-vs-baby-boomers-get-news-chart-2017-6?r=US&IR=T Economy, P. (2019) ‘A New Study of 150,000 Millennials Reveals They Have 10 Surprising Things in Common.’ Inc Magazine. [Online] 27th July [Accessed 20th January 2020] https://www.inc.com/peter-economy/anew-study-of-150000-millennials-revealed-that-they-have-these-10surprising-things-in-common.html

Edited (no date) Edited Products Overview. Edited. [Online] [Accessed 30th January 2020] https://edited.com/products/overview/ Experian (2017) UK Fashion Segments Handbook: Females. (Resource provided by MMU Lecturers). Publisher details not available. [Online] [Accessed 19h December 2019] Fowler, J. (2017) Proof that AI technology is boosting retail. Edited Retail Decision Platform. [Online] [Accessed 29th December 2019] https://edited.com/resources/proof-ai-technology-boosting-retail/ Geoghegan, J. (2020) ‘ASOS trials augmented reality fit tool’ Drapers. [Online] 14th January [Accessed 21st January 2020] https:// www.drapersonline.com/news/asos-trials-augmented-reality-fittool/7039116.article?blocktitle=Latest-News&contentID=15719

com/royal-mail-data-customer-journeys/ Harman, J. (2018) ‘How brands can use data to design rewarding customer journeys, post-GDPR.’ Marketing Week. [Online] 6th November [Accessed 27th January 2020] https://www.marketingweek.com/royalmail-data-customer-journeys/ Hyken, S. (2017) ‘Recommended Just For You: The Power of Personalisation.’Forbes. [Online] 13th May [Accessed 20th December 2019] https://www.forbes.com/sites/shephyken/2017/05/13/recommendedjust-for-you-the-power-of-personalization/#621829996087 Jain, S., Bruniaux, J., Zeng, X. and Bruniaux, P., (2017) ‘Big data in fashion industry.’ IOP Conference Series: Materials Science and Engineering, 254(15) pp. 1-6. DOI: 10.1088/1757-899X/254/15/152005

Ghosh, D. (2018) How GDPR Will Transform Digital Marketing.

HarvardBusinessReview.org. [Online] [Accessed 20th January 2020] https://hbr.org/2018/05/how-gdpr-will-transform-digital-marketing

Joshi, N. (2018) ‘Big Data is Stepping into The Fashion World.’ BBN Times. [Online] 22nd July. [Accessed 21st January 2020] https://www. bbntimes.com/technology/big-data-is-stepping-into-the-fashion-world

Global Data (2019) The UK Subscription Box Boom Report. [Online] 21st May [Accessed 6th January 2020] https://www.royalmailgroup.com/ media/10626/royal-mail-subscription-box-boom-report.pdf

Keeney, R. L (1999) The value of internet commerce to the consumer.

Management Sciences. 45(4) pp. 455-620. [Online] [Accessed 15th January 2020] DOI: 10.1287

Gov UK (no date) The Data Protection Act. Gov.uk. [Online] [Accessed 20th January 2020] https://www.gov.uk/data-protection

Kokoszka, P. (2018) Is 3D Body Scanning the Future of Fashion?

Verdict. [Online] [Accessed 10th January 2020] https://www.verdict. co.uk/3d-body-scanning-fashion-future/

Hanbury, M. (2019) ‘Amazon is offering people $25 gift cards in exchange for taking 3D scans of their bodies’ Business Insider. [Online] 23rd May [Accessed 11th January 2020] https://www.businessinsider. com/amazon-offers-gift-cards-in-exchange-for-3d-body-scans-20195?r=US&IR=T Harman, J. (2018) ‘How brands can use data to design rewarding customer journeys, post-GDPR.’ Marketing Week. [Online] 6th November. [Accessed 27th January 2020] https://www.marketingweek.

Kreyenhagen, J. (2018) How to Reach and Engage the Millennial Consumer Audience. Forbes. [Online] 23rd July.

[Accessed 29th January 2020] https://www.forbes.com/sites/ forbescommunicationscouncil/2018/07/23/how-to-reach-and-engagethe-millennial-customer-audience/#27a7f3617e2b

115

Lee, Y.A. (2014) ‘Computer Design and Digital Fit of Clothing.’ In Gupta, D. and Zakaria, N. (eds.) Anthropometry, Apparel Sizing and Design.

London: Woodhead Publishing, pp. 305-319 Lewis, C. (2020) ‘Beware ‘Hotel California’ brands- those you can never leave.’ Marketing Week. [Online] [Accessed 13th January 2020] https:// www.marketingweek.com/colin-lewis-beware-hotel-california-brands/ Laybats, C. and Davies, J. (2018) ‘GDPR: Implementing the regulations.’ Business Information Review. 35(2) pp. 81-83. DOI: 10.1177/0266382118777808 McKinsey (2019) The State of Fashion 2020. [Online] [Accessed 25th November 2019] Mintel (2019a) Department Stores – UK. July 2019. [Online] [Accessed 2nd December 2019] https://academic.mintel.com/ Mintel (2019b) The Millennial BPC Consumer – UK. November 2018.

[Online] [Accessed 10th December 2019] https://academic.mintel.com/ Mintel (2019c) Marketing to Millennials – UK. July 2019. [Online] [Accessed 10th October 2019] https://academic.mintel.com/ Mintel (2019d) Lifestyles of Generation Z – UK. September 2019.

[Online] [Accessed 15th October 2019] https://academic.mintel.com/ Mintel (2019e) Mobile Device Apps – UK. October 2019. [Online] [Accessed 5th February 2020] https://academic.mintel.com/ Mintel (2019e) Mobile Device Apps – UK. October 2019. [Online] [Accessed 5th February 2020] https://academic.mintel.com/ Mintel (2020) Influencers – UK. January 2020. [Online] [Accessed 2nd February 2020] https://academic.mintel.com/ O’Dea, S. (2019) ‘Smartphone Ownership Penetration in the United Kingdom in 2012-2019, by age.’ Statista. [Online] [Accessed 5th December

116

2019] https://www.statista.com/statistics/271851/smartphone-ownersin-the-united-kingdom-uk-by-age/ Odrun, G. (2015) ‘Millennial (Gen Y) consumer behavior, their shopping preferences and perceptual maps associated with brand loyalty’.

Canadian Social Science. 11(4) pp. 40-55. [Online] [Accessed 20th December 2019] DOI: 10.3968/6697 Office for National Statistics (2019) Suicides in the UK: 2018 registrations. September 2019. [Online] [Accessed 1st February 2020] https://www.ons.gov.uk/peoplepopulationandcommunity/ birthsdeathsandmarriages/deaths/bulletins/suicidesintheunitedkingdo m/2018registrations Patel, D. (2017) ‘5 Differences Between Marketing to Millennials Vs. Gen Z.’ Forbes. [Online] 27th November [Accessed 20th January 2020] https://www.forbes.com/sites/deeppatel/2017/11/27/5d%E2%80%8Bifferences-%E2%80%8Bbetween%E2%80%8Bmarketing-%E2%80%8Bto%E2%80%8Bm% E2 % 8 0 % 8 Bi l l e n n i a l s-v% E2 % 8 0 % 8 Bs% E2 % 8 0 % 8 B-% E2%80%8Bgen-z/#52003c5b2c9f Reto, F., Rauschnabel, A. P. and Hinsch, C., (2017) ‘Elements of strategic social media marketing: A holistic framework.’ Journal of Busisness Research, Vol70. pp.118-126.

Roberts-Islam, B. (2019) ‘Artificial Intelligence software outperforms human stylists at fashion week.’ Forbes. [Online] 28th February [Accessed 22nd January 2020] https://www.forbes.com/sites/ brookerobertsislam/2019/02/28/artificial-intelligence-softwareoutperforms-human-stylists-at-fashion-week/#28ffd7735cd5 Reilly, C. (2019) ‘Experience Economy: It’s No Longer About the Product.’ Forbes. [Online] 22nd October [Accessed 2nd February 2020] https://www.forbes.com/sites/colleenreilly/2018/10/22/experienceeconomy-its-no-longer-about-the-product/#6b7c8c8d5767

Roux, A. T., & Van der Waldt, D. L. R. (2016) ‘Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies’. Journal of Promotion Management, 22(3) pp.386-402 Russ, A. (no date) Logo Workshop. Manchester: Manchester Metropolitan University. 40-page handout, distributed on 13th January 2020, for module ‘VP2A’.

SanMiguel, P., Guercini, S. and Sadaba, T., (2018) ‘The impact of attitudes towards influencers amongst millennial fashion buyers’ Studies in Communication Sciences. 18(2) pp. 439-460 [Online] [Accessed 14th January 2020] DOI: 10.24434 Shmelzer, R. (2019) ‘The Fashion Industry Is Getting More Intelligent With AI.’ Forbes. [Online] 16th July [Accessed 10th January 2020] https:// www.forbes.com/sites/cognitiveworld/2019/07/16/the-fashion-industryis-getting-more-intelligent-with-ai/#33662b73c74d Similar Web (2020) Top Websites Ranking. [Online] [Accessed 4th Februrary 2020] https://www.similarweb.com/top-websites/unitedkingdom SivaKumar, A. and Gunasekaran, A. (2017) ‘An imperical study on the factors affecting online shopping behaviour of millennial consumers’ Journal of Internet Commerce. 16(3) pp. 219-230 [Online] [Accessed 14th January 2020] DOI:10.1080/15332861 Styles, D. (2019) ‘Data and the dress: what Christopher Wylie can teach fashion.’ The Guardian. [Online] 26th August. [Accessed 20th January 2020] https://www.theguardian.com/fashion/2019/aug/26/data-and-thedress-what-christopher-wylie-can-teach-fashion

Thompson, R. (2018) ‘Customer insight: How fashion’s multichannel consumers are evolving.’ Drapers. [Online] 4th October [Accessed 21st January 2020] https://www.drapersonline.com/business-operations/ special-reports/customer-insight-how-fashions-multichannelconsumers-are-evolving/7032432.article Thompson, R. (2019) ‘Gen Z and Millennials how younger consumers are shopping for fashion,’ Drapers Guides. [Online] [Accessed 21st January 2020] http://guides.drapersonline.com/6018.guide Wang, C. L., Ye, L. I., Zhang, Y. and Nguyen, D. (2005) Subscription to fee-based online services: What makes consumer pay for online content? Journal of Electronic Research. 6(4) pp.304-311. [Online] [Accessed 15th January 2020] Wrap (2017) Valuing our clothes: the cost of UK fashion. July 2017.

[Online] [Accessed 20th January 2020] http://www.wrap.org.uk/content/ clothing-waste-prevention WT Intelligence (2020) The Future 100: 2020. [Online] [Accessed 25th January 2020] https://www.jwtintelligence.com/2020/01/thefuture-100-2020/ Xia, J. (no date) Evolving your IT architecture for a subscription business model. Zuora. [Online] [Accessed 15th January 2020] https://www.zuora. com/guides/evolving-architecture-subscription-business-model/

The Millennial Impact (2017) The 2017 Millennial Impact Report.

Publisher details not available. [Online] [Accessed 20th December 2019] http://www.themillennialimpact.com/sites/default/files/reports/ FinalReport_MIR2017_030618-v4.pdf

117

Illustrations...

FIGURE 1: Archilovers (2019) Fitting room. [Online image] [Accessed 10th December 2019] https://www.archilovers.com/ projects/243650/4tailors-boutique.html

FIGURE 2: From Luxe with Love (2018) Clothes rail. [Online image] [Accessed 9th December 2019] https://fromluxewithlove. com/how-to-create-capsule-wardrobe/?utm_medium=social&utm_ source=pinterest&utm_campaign=tailwind_tribes&utm_ content=tribes&utm_term=491961072_17480276_313629 FIGURE 3: Topshop (no date) Personal shopping studio. [Online image] [Accessed 9th December 2019] https://www.topshop.com/en/ tsuk/category/topshop-personal-shopping-4886705/home FIGURE 4: Bradley, P. (2019) Infographic. Created using InDesign.

FIGURE 5: Bradley, P. (2019) Survey results summary. Created using Canva.

FIGURES 6 & 7: Bradley, P. (2019) Topshop website. Screenshots taken from https://www.topshop.com/en/tsuk/category/topshoppersonal-shopping-4886705/home FIGURES 8 & 9: Bradley, P. (2019) Debenhams website. Screenshots taken from https://personal-shopper.bookings.debenhams.com/ personal_shopper.html#/shopper_service_list FIGURE 10: Bradley, P. (2019) John Lewis website. Screenshots taken from https://www.johnlewis.com/our-services/personal-styling

118

FIGURE 11: Intelistyle (no date) Styling outfit. [Online image] [Accessed 20th December 2019] https://www.intelistyle.com/ FIGURE 12: Intelistyle (no date) Styling outfit. [Online image] [Accessed 20th December 2019] https://www.intelistyle.com/ FIGURE 13: ShapeX (no date) 3D body scanning. [Online image] [Accessed 20th December 2019] https://shapex.bodylabs.com/#/login FIGURE 14: Bradley, P. (2019) ASOS See My Fit. Screenshot taken from https://www.asos.com/asos-design/asos-design-cami-maxi-slipdress-in-high-shine-satin-with-lace-up-back/d/12854974?clr=&colourW ayId=16458926&SearchQuery=&cid=13525 FIGURE 15: Bodi.me (no date) 3D body scanning. [Online image] [Accessed 10th December 2019] https://bodi.me/book-3d-scanner FIGURE 16: Bradley, P. (2020) About Bodi.me. Screenshot taken from https://www.linkedin.com/company/bodi-me FIGURE 17: Bradley, P. (2019) StyleBook. Screenshot taken from App Store on Mac FIGURE 18: Bradley, P. (2019) StyleBook SWOT. Created on Adobe InDesign FIGURE 19: Bradley, P. (2019) Mode-Relier. Screenshot taken from App Store on Mac FIGURES 20 - 22: Bradley, P. (2019) Mode-Relier App. Screenshot taken from app on iPhone

FIGURE 23: Bradley, P. (2019) Mode-Relier SWOT. Created on Adobe InDesign FIGURE 24: Bradley, P. (2019) Smart Closet SWOT. Created on Adobe InDesign FIGURE 25: Bradley, P. (2019) Smart Closet. Screenshot taken from App Store on Mac FIGURES 26 – 28: Bradley, P. (2019) Smart Closet App. Screenshot taken from app on iPhone FIGURE 29: Bradley, P. (2019) Perceptual Map. Created on Adobe Photoshop FIGURE 30: Bradley, P. (2019) EDITED. Screenshot taken from https://edited.com/ FIGURE 31: Crewe, J. (no date) Age. Ad Age. [Online image] [Accessed 30th November 2019] https://adage.com/creativity/work/ style-every-age/39658 FIGURE 32: Tu Tu (no date) Pen Portrait. Unsplash. [Online image] [Accessed 29th December 2019] https://unsplash.com/photos/ QZGQO3NvsLo FIGURE 33: Tumblr (2015) Pen Portrait. [Online image] [Accessed 29th December 2019] https://eat-well-and-go-to-the-gym.tumblr.com/ post/112125890946 FIGURE 34: Grayson (no date) Pen Portrait. [Online image] [Accessed 29th December 2019] http://www.alagray.com/ FIGURE 35: Yousof, E. (no date) Pen Portrait. Unsplash. [Online image] [Accessed 29th December 2019] https://unsplash.com/photos/ ZlwreNItTK8

FIGURE 36: Iris, M. (2018) Pen Portrait. Instagram. [Online image] [Accessed 29th December 2019] https://www.instagram.com/p/ BqDCPWDBkH8/ FIGURE 37: Home Fashion Trend (no date) Pen Portrait. [Online image] [Accessed 29th December 2019] https://homefashiontrend.com/ FIGURE 38: A Glow Lifestyle (2019) Pen Portrait. [Online image] [Accessed 29th December 2019] https://aglowlifestyle. com/2019/07/16/30-healthy-breakfast-smoothie-bowls/ FIGURE 39: Fab Mood (no date) Pen Portrait. [Online image] [Accessed 29th December 2019] https://www.fabmood.com/ inspiration/15-earth-tone-colors-for-bedroom-shades-of-green/ FIGURE 40: Dorweiler, S. (no date) Chair. Unsplash. [Online image] [Accessed 29th December 2019] https://unsplash.com/photos/fr0J5GIVyg FIGURE 41: Free Templates (2018) Social. [Online image] [Accessed 29th December 2019] http://www.freeonlinetemplate.com/ uncategorized/social-media-logo-collections/ FIGURE 42: Bradley, P. (2019) Infographic. Created using InDesign.

FIGURE 43: Bradley, P. (2019) LinkedIn. Screenshot taken from https://www.linkedin.com/premium/products/?destRedirectURL=https%3A%2F%2Fwww.linkedin.com%2Ffeed%2F%3FshowPremiumWelcomeBanner%3Dtrue&indexDestRedirectURL=https%3A%2F%2Fwww.linkedin.com%2Ffeed%2F%3FshowPremiumWelcomeBanner%3Dtrue&indexIntentType=explore&indexUpsellOrderOrigin=premium_homepage_identity_upsell&intentType=explore&upsellOrderOrigin=premium_homepage_identity_upsell

119

FIGURE 44: Bradley, P. (2019) Netflix. Screenshot taken from https:// www.netflix.com/ChangePlan FIGURE 45: Bradley, P. (2019) Netflix. Screenshot taken from https:// support.spotify.com/is/account_payment_help/subscription_options/ subscription-levels/

FIGURE 54: Cotton and Flax (no date) Inspiration. [Online image] [Accessed 7th January 2020] https://cottonandflax.com/

FIGURE 46: Bradley, P. (2019) Subscription plans. Table created using Microsoft PowerPoint

FIGURE 55: Wathling, U. (no date) Inspiration. [Online image] [Accessed 7th January 2020] https://ulrike-wathling.com/

FIGURE 47: AON (no date) Big data. [Online image] [Accessed 12th January 2020] https://insights.humancapital.aon.com/talent-assessment-blog/how-to-turn-big-data-into-smart-talent-data

FIGURE 56: Pinterest (no date) Inspiration. [Online image] [Accessed 7th January 2020] https://www.pinterest.co.uk/ pin/566398090638465081/

FIGURE 48: Nipitvittaya, M. (no date) Fashion data. [Online image] [Accessed 12th January 2020] https://www.smartdatacollective.com/ how-big-data-changing-fashion-industry/

FIGURE 57: Goldberg, A. (no date) Inspiration. Flickr. [Online image] [Accessed 7th January 2020] https://www.flickr.com/photos/ashleyg/

FIGURE 49: Bradley, P. (2019) Survey screenshot. Screenshot taken on Mac of primary research- online survey FIGURE 50: Icon finder (no date) Inspiration. [Online image] [Accessed 7th January 2020] https://www.iconfinder.com/ search/?q=P+needle&from=homepage FIGURE 51: Creative Market (2015) Inspiration. [Online image] [Accessed 7th January 2020] https://creativemarket.com/Curly_ Pat/215680-Brush-Strokes.-Seamless-Patterns-v.1?u=designysx FIGURE 52: Oh so beautiful paper (2016) Inspiration. [Online image] [Accessed 7th January 2020] https://ohsobeautifulpaper.com/2016/05/ nss-2016-sneak-peek-ramona-and-ruth/?utm_content=bufferf61e3&utm_medium=social&utm_source=pinterest. com&utm_campaign=buffer

120

FIGURE 53: Joanna (2010) Inspiration. [Online image] [Accessed 7th January 2020] https://simpleblueprint.typepad.com/blog/2010/04/ineed-closet-space.html

FIGURE 58: Murals Wallpaper (no date) Inspiration. [Online image] [Accessed 7th January 2020] https://www.muralswallpaper.co.uk/ shop-murals/large-neutral-face-wallpaper-mural/?utm_medium=social&utm_source=Pinterest&utm_campaign=uk_retro_home_office_ features_nude_27_09_18&utm_content=abstract&utm_term=swatch FIGURE 59: Tumblr (no date) Inspiration. [Online image] [Accessed 7th January 2020] https://starfetti.tumblr.com/post/35987679806/thishas-been-saved-on-my-laptop-so-i-have-no FIGURE 60: Tina (no date) Inspiration. Flickr. [Online image] [Accessed 7th January 2020] https://www.flickr.com/photos/etsysnoopytk05/ FIGURE 61: Bradley, P. (2019) Brand board. Created using Adobe InDesign

FIGURE 62: Bradley, P. (2019) Colour scheme. Colour swatches created using Adobe Photoshop FIGURE 63: Winter, C. (no date) Spots. [Online image] [Accessed 7 January 2020] https://society6.com/product/preppy-brushstroke-freepolka-dots-black-and-white-spots-dots-dalmation-animal-spots-designminimal_print th

FIGURE 64: Amovitania (no date) Stripes. Vector Stock. [Online image] [Accessed 7th January 2020] https://www.vectorstock.com/royalty-free-vectors/vectors-by_amovitania FIGURE 65: The pattern collective (no date) Prints. [Online image] [Accessed 7th January 2020] https://thepatterncollective.com/collections/wallpaper/products/love-leopard-peach?utm_source=Pinterest&utm_medium=Social FIGURE 66: YouandIgraphics (no date) Prints. [Online image] [Accessed 8th January 2020] https://creativemarket.com/irenedemetri FIGURE 67: Typeandgraphicslab (no date) Prints. [Online image] [Accessed 8th January 2020] http://typeandgraphicslab.com/ blog/2016/9/7/lines-and-brush-strokes FIGURE 68: Pinterest (no date) Prints. [Online image] [Accessed 8th January 2020] https://www.pinterest.co.uk/pin/566398090638736920/

2020] https://creativemarket.com/DESIGNBYnube FIGURE 72: Paraschiv, G. (no date) Prints. [Online image] [Accessed 8th January 2020] https://society6.com/product/graphic-81_print?

FIGURE 73: Nanni, E. (no date) Prints. Flickr. [Online image] [Accessed 8th January 2020] https://www.flickr.com/photos/synonhimha/ FIGURE 74: Canva (no date) Logo. [Online image] [Accessed 10th January 2020] https://www.canva.com/learn/facebook-marketing/ FIGURE 75: Pinterest (no date) Logo. [Online image] [Accessed 10th January 2020] https://www.pinterest.co.uk/pin/566398090638700522/ FIGURE 76: Bartis, V. (no date) Logo. [Online image] [Accessed 10th January 2020] https://victorbartis.com/ FIGURE 77: Phillips, R. (no date) Logo. [Online image] [Accessed 11th January 2020] https://www.flickr.com/photos/24327290@ N02/5276716386/sizes/o/in/faves-lydiams/ FIGURE 78: FireFly (no date) Logo. [Online image] [Accessed 11th January 2020] https://www.fireflystoresolutions.com/p-11853-blackboutique-hanger.aspx FIGURE 79: Studio TKFB (no date) Logo. Instagram. [Online image] [Accessed 11th January 2020] https://www.instagram.com/studiotkfv/

FIGURE 69: Pinterest (no date) Prints. [Online image] [Accessed 8th January 2020] https://www.pinterest.co.uk/pin/566398090638736904/

FIGURE 80: Pinterest (no date) Logo. [Online image] [Accessed 11th January 2020] https://www.pinterest.co.uk/pin/566398090638700556/

FIGURE 70: Pinterest (no date) Prints. [Online image] [Accessed 8th January 2020] https://www.pinterest.co.uk/pin/566398090638736914/

FIGURE 81: WordPress (2010) Logo. [Online image] [Accessed 11th January 2020] https://mystilllife.wordpress.com/category/new-york/ page/14/

FIGURE 71: Nube (2016) Prints. [Online image] [Accessed 8th January

121

FIGURE 82: AkulaKreative (2018) Logo. Instagram. [Online image] [Accessed 13th January 2020] https://www.instagram.com/p/BlY1a5HAOvG/

FIGURE 97: Stick PNG (no date) Tone of voice. [Online image] [Accessed 13th January 2020] https://www.stickpng.com/img/miscella-

FIGURE 83: Miskabelleblogs (2012) Logo. Flickr. [Online image] [Accessed 13th January 2020] https://www.flickr.com/photos/57034514@ N07/7349883924/

FIGURE 98: Bradley, P. (2019) Spotify. Screenshot taken from https://

FIGURE 84: The Brand Identity (2016) Logo. Instagram. [Online image] [Accessed 13th January 2020] https://www.instagram.com/p/BD25daXTSLz/ FIGURES 85 - 87: Bradley, P. (2020) Logo development. Hand drawn images FIGURE 88: Bradley, P. (2020) Logo development. Adobe Illustrator development FIGURES 89 – 90: Bradley, P. (2020) App icon development. Created using Adobe Illustrator FIGURE 91: Bradley, P. (2020) App icon development. Created using Adobe Illustrator FIGURE 92: Bradley, P. (2020) App icon development. iPhone mockup created using Adobe XD FIGURE 93: Bradley, P. (2020) App icon development. Created using Adobe Illustrator FIGURE 94 – 95: Bradley, P. (2020) Combination mark development.

Created using Adobe Illustrator FIGURE 96: Bradley, P. (2020) Final combination mark. Created using Adobe Illustrator

122

neous/conversations/speech-bubble

developer.spotify.com/branding-guidelines/

FIGURE 99: Bradley, P. (2019) Wolf Circus. Screenshot taken from

https://issuu.com/lindsayclarke/docs/wolf_circus_style_guide

FIGURE 100: Bradley, P. (2019) Urban Outfitters. Screenshot taken from https://issuu.com/themarkit/docs/urban_outfitters_brand_

book_final_p_d1cb1321abd5a6

FIGURES 101 – 102: Bradley, P. (2019) Alienware. Screenshot taken from https://issuu.com/design.st.ch/docs/alienware_brand_

guide_2016_pages

FIGURE 103: Bradley, P. (2019) Brand book. Image taken of notes in notebook FIGURES 104 – 116: Bradley, P. (2019) StyleBook app. Screenshot taken from StyleBook app on iPhone FIGURE 117: Pinterest (no date) App layout. [Online image] [Accessed 13th January 2020] https://www.pinterest.co.uk/

pin/566398090638865003/

FIGURE 118:UI Place (no date) App layout. [Online image] [Accessed 13th January 2020] https://uiplace.com/ui-kits/super-woman-fit-

ness-app-ui-kit

FIGURE 119: Pinterest (no date) App layout. [Online image] [Accessed 13th January 2020] https://www.pinterest.co.uk/

pin/566398090638772222/

FIGURE 120: Pinterest (no date) App layout. [Online image] [Accessed 13th January 2020] https://www.pinterest.co.uk/

FIGURE 128: Interface Market (no date) App layout. [Online image] [Accessed 13th January 2020] https://interfacemarket.com/ui-kits/

milan-fashion-app-ui-kit

pin/566398090638865001/

FIGURES 129 – 159: Bradley, P. (2019) App. Created using Adobe XD

FIGURE 121: Rahmoun, A. (2013) App layout. [Online image] [Accessed 13th January 2020] https://dribbble.com/shots/1059591-

FIGURE 160: Bradley, P. (2019) Notification board. Screen shots taken from iPhone

Home-Automation-Flat-App-Design

FIGURE 122: Pinterest (no date) App layout. [Online image] [Accessed 13th January 2020] https://www.pinterest.co.uk/

pin/566398090638772232/

FIGURE 123: Szekany, B. (2019) App layout. [Online image] [Accessed 13th January 2020] https://dribbble.com/

shots/6011773-Schedule-Manager-for-Students

FIGURE 124: Ikechukqu, E. (2019) App layout. Instagram. [Online image] [Accessed 13th January 2020] https://www.instagram.com/p/

BsJDjRRBySo/?igshid=wmwg6tk0vwnn

FIGURE 125: GumRoad (no date) App layout. [Online image] [Accessed 13th January 2020] https://gumroad.com/zeusdigital

FIGURE 161: Bradley, P. (2019) Notification mock-up. Created using Adobe XD FIGURE 162: Bradley, P. (2019) Notification mock-up board. Created using Adobe XD FIGURE 163: Social Media Today (2020) Instagram infographic. [Online image] [Accessed 6th February 2020] https://www.socialmediato-

day.com/news/top-10-instagram-stats-for-2020-infographic/569641/

FIGURE 164: Depop (no date) Depop. [Online image] [Accessed 6th February 2020] https://www.depop.com/ FIGURES 165 - 166: Bradley, P. (2019) Mock-up. Created using Adobe Photoshop with templates from https://www.mockupworld.co/

all-mockups/

FIGURE 126: Grejory (no date) App layout. [Online image] [Accessed 13th January 2020] https://dribbble.com/shots/4505542-Education

FIGURE 167: Bradley, P. (2019) Logo. Created using Adobe Illustrator

FIGURE 127: Pinterest (no date) App layout. [Online image] [Accessed 13th January 2020] https://www.pinterest.co.uk/

FIGURE 168: Bradley, P. (2019) Critical path. Created using Microsoft Excel

pin/566398090638772234/

123

Deliverables image references...

124

125

126

127

128

129

Survey questions...

130

Appendices...

131

Survey results...

132

133

134

135

136

137

138

139

140

141

142

143

144

145

146

147

148

149

150

Interview questions...

151

styling assistance. anywhere, anytime

152