Design Innovation Development and Marketing Strategies —  DMGT-720-OL Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
TABLE OF CONTENT NETWORK ANALYSIS
3
NETWORK DESIGN DEVELOPMENT
20
DEFINING NETWORK USERS
27
COMPETITOR RESEARCH & ANALYSIS
55
BUSINESS MODEL GENERATION
62
DEFINING USER NEEDS
70
PROTOTYPING & BRAND DEVELOPMENT
82
GANTT CHART
99
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
NETWORK ANALYSIS Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Mobile Social Networking Applications Introduction: The combined advances of open mobile platforms and online Social Networking Applications (SNAs) are driving pervasive computing to the real-world users, as the mobile SNAs are expected to revolutionize wireless mobile industry. Recent advances in mobile devices and social networking applications (SNAs) are quickly converging, accelerating the transition of ubiquitous computing from vision to reality. The open mobile platforms, particularly Google’s Android, make it much easier than before for developers to build third-party applications that may be used by millions of people on their always-on always-carried mobile devices. Trend of Mobile Social Networking Applications (SNAs): From a technology standpoint, mobile devices represent the future of social networking as they facilitate real-time interaction. This was readily apparent in 2011 as the mobile industry saw a dramatic rise of smartphone usage in the mainstream media, a burgeoning of tablets and other web-enabled connected devices, and a cultural shift toward cross-platform digital media consumption. In the U.S., Google’s Android and Apple’s iOS smartphone platforms emerged as the leaders of the U.S. smartphone industry in 2011, with Android capturing just shy of half the smartphone market and iOS accounting for nearly 30% of the market. Along with the growth in smartphone adoption, investment in mobile applications has fueled increasing app usage among total mobile users. For example, in 2011, both the U.S. and five western European countries saw strong growth in the use of apps, almost reaching parity with the mobile browser audience by the end of the year. Equipped with the capability to now connect on-the-go, mobile users have not only embraced real-time social networking on their mobile devices, but they are doing so at an increasing rate. In December of 2011 for instance, 64.2 million U.S. smartphone users accessed social networking sites or blogs on their mobile devices at least once, with more than half of these mobile social networking users accessing social media almost every day. The same was true for five western European Countries (France, Germany, Italy, Spain, U.K.).
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
the development of “social fashion,” where technology is applied to support art. This type of fashion utilizes emerging self-identified stylists and fashion bloggers as part of a brand’s merchandising strategy. Social media technologies provide emerging stylists, bloggers and designers a fashion outlet with a capacity to reach globally.
While mobile social networking users showed the highest predilection to read posts from people they knew personally, more than half of those in the U.S. and nearly half in the five European countries reported reading posts from brands, organizations, and events. With people increasingly using social networking sites to not only interact with their friends, but also with brands and organizations, it can be expected that Social Networking Applications will only grow in importance for not only companies, but for individuals who are finding these applications to be increasingly helpful in navigating a progressively complicated world. History of Mobile Social Networking: The evolution of social networking on mobile networks started in 1999 with basic chatting and texting services. With the introduction of various technologies in mobile networks, social networking has reached to an advanced level over four generations as highlighted in the table to the right. Social Media: The New Trend in Fashion Fashion is a highly visual experience in real life and when it comes to luxury, one could think that it is difficult to interact with products and brands virtually. However, the fashion industry produces high quality media content, and the current smartphone user experience is getting ready to honor properly the fashion world, thanks to the high contrast large displays, the powerful processors and the speedy networks that enable HD video playback and streaming. Before the use of social media—fashion designers, media outlets and emerging stylists—all facets of the fashion industry were separated. According to Crosby Noricks the “evolution of editorial retailers and brands” is the result of “digital publicrelations trends” and the “transition between brands and publishers.”
The last quarter of 2011 brought more sales via mobile than computers. In a recent Ad Week article, the founders of Gilt Groupe said that on average, 30 percent of their consumers shop through mobile. So it’s no wonder that we’re seeing more, and more, fashion mobile apps emerging–and with good reason. People trust their phones now more than ever. Entrepreneurs are taking notice; with all of these web-based disruptive business models out there, why not do the same with apps? 1st Generation
2nd Generation
3rd Generation
4th Generation
Period
1999 – 2004
2004 – 2006
Began 2007, widely adopted in 2007-2011
Began in 2008, adopted in 2011
Applications
Pre-installed text messaging.
2G wireless communication technology
3G wireless communication technology
4G wireless communication technology
Features
Text messaging chat via chat rooms
Uploading pictures, mobile search for persons based on profiles. Regional distribution of features included Japan, Korea, Western Europe, U.S.
Enhanced user experience, automatic publishing to web profile and status updates, 2.0 web feature, search by group/join by interests, alerts, location based services, content sharing. Applications were customized for different regions,
Enhanced 3G applications, with ability to hide/ mask presence, have asynchronous video conversations, engage in multipoint audio chat conversations, and multiplayer mobile gaming.
Technologies
Analog
High data transfer rate, increased frequency band, wireless connectivity
WAP 2.0, Java on the server, MMS, voice capture
Web 2.0 widgets, Flash lite, open social, open handset alliance.
Fashion houses, designers and retailers “are tweeting, blogging and updating their profiles in an effort to mold their brand personalities on real-time global platforms.” The designers’ use of social media tools to post videos, commercials, behind-the-scenes footage and fashion shows, serves as “a human voice for the brand.” Fashion brands and retailers are taking to social media outlets to facilitate real time and genuine relationships with consumers.
Throughout this research, our group found that despite the pervasion of mobile networking into various aspects of the consumer’s life, the fashion industry has been relatively slow in embracing Social Networking as a way to differentiate their brands. This truth became readily apparent when we began searching for fashion mobile social networking applications. Among the many fashion applications we found, Trendstop Trendtracker stood out as the fashion mobile app to have efficaciously accomplished a successful ZAG. On all three mobile platforms (Android, iOS, Blackberry), where mobile applications are sold and developed, Trendstop had the lowest user rating, which proves Marty Neumeier’s theory that most often than not, Good and different ideas test poorly in the real world. As it turns out, however, Trendstop offers the most features for serious fashion enthusiasts, who include fashion designers, fashion journalists and fashion bloggers. As we move forward in designing a mobile application for the fashion world, we estimate we would have to incorporate the best features from these mobile applications into our app if we are to be successful in engaging our target audience while making a good profit.
The real-time interactivity between designers, bloggers and fashion-oriented individuals has forced fashion media outlets, magazines, to expand their creative thinking when filling print issues. Social media in the fashion industry has facilitated
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
2x2 Axis Matrix 1
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
2x2 Axis Matrix 2
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Segment Matrix RESEARCH Competitors
Competitor Name: Pose – Discover Fashion, Beauty & Style Seller: Gyroscope Technologies, Inc.
Objectives Users What is their Network’s value? What category they fall into? • Pose is the best way to share and discover style! • Fashion enthusiasts • Shopping-‐obsessed bloggers • A way to keep a clothing diary • Stylists • Shopping hotline where users get real-‐time feedback on fashion choices
Approach How do they create value?
•
Popularity What is their customer rating?
Pose’s goals are to attract new users and re-‐engage existing users by encouraging people to create and share their sense of style and fashion through Open Graph.
Features What are the features of their app?
• Browse styles and looks uploaded daily • Follow top trendsetters, brands and celebrities • Share your favorite outfits & shopping finds • Start style conversations with like-‐ minded shoppers and friends
• • •
Amazon: 4.7/5 Google play: 4.4/5 Apple store: 4.5/5
Requirement Compatibility with smart phone?
• • •
Site URL:
www.pose.com
Lessons What can they teach us for our application? • •
Navigating app is confusing. A Clean design would benefit our users Name should be different enough to spark interest. A quick search on the App store for Pose yields many generic results.
Collaboration opportunities Where and how can we collaborate? •
•
We both want our users to feel confident about their style and what they purchase We both want our users to be connected to people like them
Android iPhone, iPod touch, and iPad. Requires iOS 4.0 or later
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Segment Matrix RESEARCH Competitors Competitor Name: Trendabl
Objectives What is their Network’s value? • •
•
Functions like Instagram Facebook, Twitter, Tumblr enabled so users can immediately share pictures across multiple platforms Receive style tips from fashion designers including Michael Kors and Mary Kate and Ashley Olsen
Approach How do they create value? •
•
Allows users to exchange trends and express personal style Contributing designers in the luxury fashion industry give tips on upcoming trends and products to look out for
Users What category they fall into? • • • • •
IPhone users Fashion editors Stylists Fashion bloggers Fashion designers
Popularity What is their customer rating?
•
App store: 4.5/5
Site URL: www.trendabl.com
Lessons What can they teach us for our application? • • •
Ours must be compatible for both iPhone and android users Facebook, twitter embedding a great feature Having celebrity stylist and designers good way to build credibility
Collaboration opportunities Where and how can we collaborate?
•
•
We both want our users to receive the best fashion advice that suits their profiles We both want to collaborate with top fashion designers
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Segment Matrix
RESEARCH Competitors Competitor Name: Trendstop – Trend Analysis for Fashion and Creative Professionals Developer: Amoja Ltd. Site URL: www.trendstop.com
Objectives What is their Network’s value? •
• • • • •
One stop for browsing collections of international fashion designers on the go Daily trend snippets from team of professional trend trackers Street style trend from around the globe Magazine news Photographer talent showcase Fashion store finder
Approach How do they create value?
Users What category they fall into? • • • • •
Popularity What is their customer rating?
Daily fashion news and trends keep users up to date with fashion looks • Keep up-‐to-‐the minute with & share fashion news, trends, catwalk show coverage • Designers section allows users to browse selected images from designers from Paris, London, Milan • Access to exclusive modules with specialist galleries of backstage hair RESEARCH and beauty shots, and focused Competitors fashion galleries for bags, shoes and jewelry • Ability to purchase trend reports • For a 6/12-‐monthly subscription, users can gain access to women and menswear, which gives fashion forecast for upcoming seasons . •
Fashion designers Professional fashion trend tracker Fashion and accessories buyers Fashion students Fashion management professionals
• • •
Lessons What can they teach us for our application? • • • •
Clean, simple but detailed design Horizontal sections allow for easy navigation Ability to upgrade to premium app allows for increased profitability Sections – designer, men, women, hair, accessories allows for greater user engagement
Collaboration opportunities Where and how can we collaborate? •
App store: 4/5 Google Play: 4.1/5 Appworld: 3.5/5
Features Requirement What are the features of their app? Compatibility with smart phone? • Browse runway collection by • iPad – iOS 3.2 or later trend • iPhone • 2-‐3 daily fashion week trend and • Blackberry new season collection • Android • Runway shows videos – daily coverage from fall/winter 2012-‐ 13 runway shows • Runway photo galleries – daily coverage from fall/winter 2012-‐ 13 runway shows with an opportunity to upgrade to premium galleries • Trend worthy editor picks • Full screen image showing more views of each featured trend
•
•
We both want our users to be informed about the fashion scene We both want to keep our users virtually in touch with top designers in Paris, London and Milan We both want our users to anticipate fashion trends and where they can buy upcoming outfits and accessories
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Segment Matrix RESEARCH Competitors Competitor Name: Fashion Freax – street style Seller: FashionFreax GmbH
Objectives What is their Network’s value? •
•
Allow users to stay up to date with European street style fashion Allow users to view fashion trends from popular fashion blogs
Approach How do they create value? • •
•
Create own personal look Discover new fashion inspiration from around the world Share outfit and accessories and receive feedback
Features What are the features of their app? •
•
Allow users to post pictures of themselves wearing their outfits Users can rate outfits and choose the outfit of the week
Users What category they fall into? • •
Fashion enthusiast Fashion bloggers
Popularity What is their customer rating?
• •
App store: 3.5/5 Google Play: 4.5/5
Requirement Compatibility with smart phone?
• •
Site URL: www.fashionfreax.net
Lessons What can they teach us for our application • App appears to offer only one major benefit to users, which is to upload photos of outfits. That quickly gets boring
Collaboration opportunities Where and how can we collaborate?
• •
We both want to integrate styles from different parts of the world into our culture We both want to emphasize individual expression
iPhone, iPad: iOS 4.0 or later Android
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Segment Matrix RESEARCH Competitors Competitor Name: Cloth Seller: Seth Porges
Objectives What is their Network’s value? • • •
A way for users to save and share favorite outfits A mobile catalog diary for those less than fashionable users Improve user’s style confidence in a fun and easy way
Approach How do they create value?
Features What are the features of their app? •
•
•
•
Users What category they fall into? • •
•
Fashion enthusiast Individuals looking for help with being fashionable Individuals needing help figuring out best fabrics/clothes for each season
Popularity What is their customer rating?
Allow users to shoot and save outfits with option to add notes and tags • Weather app gives tips on best outfits for up-‐to-‐the minute weather conditions RESEARCH • Users can build a wardrobe with Competitors highest rated outfits for each season •
•
App store: 4.5/5
Requirement Compatibility with smart phone?
Weather plug-‐in app automatically tags outfit by current conditions Facebook, Twitter, Tumblr embedded feature enables user to share photos with one touch Game feature allows users to collect badges for saving and sharing outfits Built-‐in photo editing and filters
•
Site URL: www.clothapp.com
Lessons What can they teach us for our application • Built in weather app a great way to think of different ways to engage our customers • Name is unique and catchy – for a mobile app, this is essential.
Collaboration opportunities Where and how can we collaborate?
•
We both want to offer something new and exciting for the fashion conscious consumer
Available only for iPhone users
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Competitors/Collaborators Pose Easily Accessible
Completely User-Driven
Simple Interface
Cannot sort by category
Multi-platform
Strengths
Weaknesses
Opportunities Include links to purchase items
Threats No apparent monetary backing
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Competitors/Collaborators Trendabl Brands, where to buy, etc. embedded into posts Able to follow friends
Only on iPhone Easily over-commercialized by corporate accounts
Able to filter images by category
Strengths
Weaknesses
Opportunities Large potential to market on other platforms
Threats Overshadowed by multi-platform apps
Partner with stores linked in images Charge corporate accounts for membership
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Competitors/Collaborators Trendshop Fashion Trend Tracker Forecasts future trends
Not user driven
Ample professionally written information
Commercially focused
Strengths Opportunities Make more accessible to individuals
Weaknesses Threats Focusing solely on runway fashion alienates some users
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Competitors/Collaborators Fashion Freax Street Style Interlaced with other social apps Multi-platform
Strengths Opportunities Create simple comment interface to unify users
Cluttered web interface No way to quickly comment on posts
Weaknesses Threats Largely dependent on other networks No apparent monetary stream
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Competitors/Collaborators TriMirror Fashion Multi-platform
Cluttered interface
Simple to use
Cannot sort by category
No login required
Strengths
Weaknesses
Opportunities Link clothes to their designers
Threats Entirely user driven
Better promote advanced features
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Competitors/Collaborators Cloth Includes weather-based suggestions based on previous outfits Simply web layout
No available on Android Image tags are not standard
No account required
Strengths Opportunities Accounts would allow people to consistently show their style
Weaknesses Threats Positive press makes the app a target for competitors
Positive press makes it easy to monetize through advertising
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Working Wall
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
NETWORK DESIGN DEVELOPMENT Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
BACKGROUND SUMMARY Fashion is a highly visual experience in real life and when it comes to luxury, one could think that it is difficult to interact with products and brands virtually. Fashion brands and retailers are taking to social media outlets to facilitate real time and genuine relationships with consumers. Social media in the fashion industry has facilitated the development of “social fashion,” where technology is applied to support art. Now that fashion brands have learned to navigate social media, many are experimenting with the development of their own social networks or even invitation-only communities, many of which are mobile applications. So it’s no wonder that we’re seeing more, and more, fashion mobile apps emerging–and with good reason. But If technology is getting better day-by-day, why is our fashion experience still so static? What is missing among the various fashion apps? If you’re passionate about style, chances are you have to download a few fashion-related apps for your smartphone. Really, number of apps only for fashion! There is a need for cohesive and stylish fashion app that addresses twenty-first century fashionistas and visionaries. In order to facilitate such a social network, a fully equipped Fashion app is much over due to facilitate real-time shopping and fashion experience. NETWORK OVERVIEW “La Mode” is the only fashion mobile networking application that provides you Fashion in 360-style – for your device, wherever you go. It is a one-stop, cohesive and stylish fashion app that addresses the fashion problems of our generation by creating a sleek experience in a socially engaging way. La Mode connects and Engages savvy Lifestyle Customers via a sleek mobile application. Pick your style and dress it up in 3D. You can experience real-time shopping from designers, labels and stores around you. Keep yourself updated with the latest fashion news and trendy tips. “La Mode” is first of its kind, providing audiences with a unique mix of fashion, entertainment, lifestyle and original fashion shows in Full HD 3D.
NETWORK GOALS 1. Our goal is to reach customers who adore fashion, but don’t have a ton of money to spend nor time for going haywire for fashion updates and shopping. 2. Connects and Engages Lifestyle Customers where ever they go. 3. Develop a people centric model enabling users to connect to others who have similar styles and tastes, and shop their closets. 4. To reach out to more people to subscribe to online magazines for daily upgrades. 5. Our goal is, but not limited to, to give our audience a fourth generation Mobile Social Networking Application with the following facilities: • Real-time browsing of clothing, accessories and shoes by stores, designers, labels, regions and cultures • Bring in sleek experience of seeing and almost feeling while shopping, through 3D design technology. • Provide easy access and one –stop Virtual interactive shopping mall using location-based service, where users can order dress, and have it shipped, with the ability to track shipped items • Users can pre-order new collection right from store/ from designer from their phones • Update users about upcoming collection and projects of their favorite Fashion designers and fashion photographers. Celebrate upcoming and local designers in the industry and around the user’s area • Facebook and twitter integrated so fashion students and shoppers can follow feeds of designers--whether they are shopping for new fabrics or having a tough time coming up with a new design. • Collaborate with top Fashion magazines- Cosmopolitan, Vogue, Elle, GQ, Marie Claire etc, to allow users to access latest news and trend tips from top fashion stylists in the industry • Develop a platform where user can view live or recorded runway shows and designs in 3D • Encourages user to be part of fashion industry by sketching their design and uploading it, and receive feedback from top fashion designers
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
AUDIENCE Our target audiences are people who are serious about fashion - who essentially eat, breath, and live fashion. Preferably, people who work in the industry or are students of the industry. Main User groups are: 1. Working class, 2. Online Shoppers, 3. Fashion bloggers/journalists, 4. Fashion students and upcoming designers
Customers will be able to get information regarding a product based on the item’s QR codes while standing in a store aisle and find the best price online or in another store. To adapt the app to the top fashion capitals of the world so Paris, Milan, Hong-Kong, Singapore, Rio De Janeiro in terms of language and obviously the ability to model the shopping malls for real time shopping. Collaborate with top designers in other regions. To customize the app for every iteration of the iPhone/iPad, android platforms
Designers, Retail stores and fashion magazines would be our collaborators. We will also collaborate with Twitter and Facebook. COMPETITORS All fashion apps out in the market targets specific audience. The existing coterie of fashion apps can be divided into six main categories: most efficient organizer for your existing wardrobe, the most robust shopping guide for both online and retail stores, the best app from an individual designer, and the most comprehensive resources for fashion news, style advice and style inspiration. Our top competitor is Fashion TrendTracker app, developed by trendstop.com which provides inside track on the: Latest fashion trends and ideas, Catwalk show looks, Fashion news and 500+ fashion designer catwalk show photo galleries It not only provides a chance to take a birds’ eye view of daily fashion news, fashion trends and style snippets from the team at trendstop.com but also you may submit your own fashion trend photos. In addition to it, you may also share trends with your friends via Facebook, Twitter or email directly from the app or save to favorites for easy access later on. Trendtracker app also has City store guides and location based store finder function to help you track down the coolest fashion stores selling the hottest fashion trends. OPPORTUNITIES As cutting edge as the fashion apps on the market now, they are only the beginning. Mobile applications will change the way that we shop in the next five years. The opportunities are endless: After anchoring our app in the market, we would look for partnerships with brands and labels to bring online shopping to brick-and-mortar retail stores.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Target Audience Fashion Students Demographics
Occupation
Current Communication Methods
Existing Networking Strategies
Future Communication Needs
Serious fashion student, affiliated with accredited fashion school or interning with reputable fashion designer
Undergraduate student
Social networks
Graduate student
Mobile phones
Work with top fashion designers in the world
Fashion Networks
Texting
IQONS
Men and women Between ages 18 - 35 Diverse social and cultural background
Fashion Interns Individuals seriously considering fashion as a career choice
ModePass LinkedIn Fashion Career Center Fashioning
Interested in researching and keeping up with fashion trends
Youtube
Fashion Bloggers/Journalists Men and women aged 21-35
Fashion designer
Fashion blog
Reputable fashion blog with a strong following
Fashion buyer
Weekly Column in fashion magazine
Social networks
Works or previously worked in the fashion industry Have good standing relationships with fashion designers Attend/seriously follow fashion week
Writer for fashion magazine Editor of fashion magazine
Mobile phones
Individual Blogs
Real time access to fashion designers and stylists
Model Stylists
Articles/Blog featured in prominent fashion magazines Education in business or marketing Professional/part-time fashion blogger
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Target Audience Working Class Demographics
Occupation
Current Communication Methods
Existing Networking Strategies
Future Communication Needs
Middle class workers
Entry-level positions
Social networks
Men and women
Perhaps middle management as they progress after school
Mobile phones
Texting
Youtube
Access to information about where to find fashionable clothing at inexpensive prices
Between ages 22 - 35 Mostly single or in the early years of marriage
Links to sales Opinions of peers about fashion sense
Little extra income to spend on the latest fashion trends
Information about what articles of clothing are appropriate for certain situations
Interest in fashion either on their own or due to pressure from peers Interested in being fashionable while not spending too much money Online Shoppers Broad range of users Men and women Between ages 18 - 45 From middle and upper class backgrounds Accustomed to the use of the internet for gathering information and for nonclothing purchases Easy to sway to the use of online clothing shopping
Primarily work in offices or are selfemployed
Social networks
Mobile phones
Email Jobs pay enough Texting to allow for some specialized purchases of clothing
LinkedIn Youtube Online dating sites (eHarmony, Match. com, etc.)
Access to the best places to find clothes online that fit their needs Information about returning items that are unwanted or ones that do no fit correctly Links to sales Reviews of online clothing retailers
Not necessarily considered fashionable but want easy access to shopping for clothing
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Working Wall
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Working Wall
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
DEFINING NETWORK USERS Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Think about your use of your mobile phone. About how often did you use it for the following activities? Please check one box for each question Daily 2-3 times a Once a 2-3 times a Once a Not at all week week month month Download mobile apps Interact through Social networks Visit internet sites related to your hobbies Update yourself on Fashion Visit fashion retail sites for accessories Find photographs or images Fashion is a highly visual experience in real life. Share your option about fashion, your style and fashion social media? Yes!! MAybe No, Not I don’t care really! Do you think you are fashionable? If not, would you like to have more information on how to become fashionable? Do you think fashion mobile have future? DO you think, even in your busiest schedule, you would be able to take time off for fashion apps like you for facebook, twitter, etc? Do you think fashion apps should incorporate newer technology? Would be interested in 3D feature in fashion app? Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Do you think viewing Photos in 3D would attract you? Would you like idea of your own avatar virtually try on clothes? Would you like a Virtual mall for online shopping? Would you like it to be location based? Would you like Real-time browsing of clothing, accessories and shoes by regions and cultures? Would you like to order dress, and have it shipped; ability to track shipped items through your phone? Would you want to pre-order new collection right from store/ from designer? Do you like to subscribe to online magazine like Cosmopolitan, Vogue, Elle, GQ, from your app for daily/weekly latest news and trendy tips? Do you want to know upcoming and local designer in the industry and around your area? Do you want your favorite fashion designer and fashion bloggers feedback for free? Do you like to connect to others who have similar style and taste and shop their closets? Do you want to sketching your design and uploading it.? Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Below are some statements of people’s attitude toward mobile browsing. Please check the one box that indicates how well the statement describes you personally. Even if you do not use your mobile phone for browsing, from what you may have heard about it, please check the box that best reflects your impressions. How well does the statement Just like Quite like Somewhat Not much Not at all like describe you? me me like me like me me I think mobile shopping is (or would be) a novel, fun way to shop I want to see things in person before I buy cause it’s hard to judge quality on mobile app For me, shopping in stores is a hassle I’d have a hard time browsing and shopping from the mobile app to find what I need Local stores have better prices & promotions than mobile stores I would shop on a fashion mobile app if prices were lower I dislike the ordering process, delivery problems & backorders of mobile buying I don’t want to give out my credit card number to a mobile app I often use my mobile phone for fashion previews and fashion recommendations I like to go shopping with my friends or alone for fun I don’t like having to wait for clothes and accessories to arrive in the mall I like browsing a mobile app Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
How well do the following statements describe you? Even if you don’t use mobile apps for reasons described, please tell us how well the statement describes you as you would like to use it. How well does the statement Just like Quite like Somewhat Not much Not at all like describe you? me me like me like me me I have somewhat old-fashioned habits and tastes in clothing and accessories I like my clothes to look up to date I never have enough time to shop I think I am a impulsive buyer I think I am a smart shopper I regularly read fashion magazines I always like to be kept in the loop on the latest fashion trends I have a few mobile apps I use for shopping and keeping up with the fashion world I subscribe to more than one fashion magazine If I had the chance, I will go to one or more fashion weeks I like to know what my favorite fashion designers and stylists are doing I am impatient waiting for the next issue of my favorite fashion magazine I like getting professional feedback on my choice of clothing and accessories I think my current fashion app gives me everything I could want in a fashion application Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
And lastly, a few final but important questions to help us classify your answers. Are you Male Female Other (Please specify) And are you. . . Married Single Other (Please Specify) Your age is. . . Under 13 13 to 18 19 to 29 30 to 44 45 to 64 65 or other What is your highest level of education? High school Trade school Some College College grad Advanced degree Other (Please specify) What is your occupation? Student Professional (Please specify) Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
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Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
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Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
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Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
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Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
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Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Insight Map
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Topics of Interest
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
COMPETITOR RESEARCH & ANALYSIS Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Trendstop and ShopStyle Business Model Analysis Trendstop is a network that is targeted more toward fashion retailers and designers than it is toward the general public. The main purpose of the network is to provide information about upcoming trends in fashion. Designers can view the site to understand what will be in style in the future and they can use that information to develop their own fashion lines. Distribution of the network is achieved through a combination of a website, smart phone applications, a blog, and various other formats. All information is provided in English, French, and Spanish. Revenue is dependent somewhat on advertising but primarily upon the sale of subscriptions and individual trend reports to users of the network. Even though maintenance of the network is a significant cost, the majority of the costs are associated with the seasonal creation of trend reports. In order to accurately forecast trends and provide the best information to users, Trendstop has partnered with a wide array of sources including industry leading designers, fashion magazines, and retail stores. ShopStyle Business Model Analysis ShopStyle is a network that targets female consumers who have a strong interest in fashion. They provide information about what is currently in style for both average consumers and celebrities. Additionally, they provide information about current sales and how to obtain the style you desire. The network is distributed through a website and through a mobile application.
Similarities Both networks are dedicated to delivering high quality fashion information to their users. Their distribution channels are similar in that they have both embraced a wide variety of social networking mediums. Differences These networks are vastly different from each other with respect to content and cost structure. Trendstop delivers content to the fashion industry in a professional sense. The information provided is not intended for consumers since the styles are not available to the public at the time of the reports. Their revenue comes from the sale of reports to users. ShopStyle, however, aims to provide current information to their users and help them with their fashion style immediately. By partnering with retailers, they are taking the cost burden away from the users so they can provide their service for free to the end user. It is clear that ShopStyle wants to help make everyone fashionable since they not only provide information about styles but also ways to get them on sale. Compare and contrast these models for strengths and weaknesses and for recommendations for improvements to the weakest business model.
Revenue for ShopStyle is dependent on online advertisements and partnerships with fashion retailers. Aside from the typical costs associated with maintaining and promoting a network, they employ fashion buyers and scouts who find new styles and bring them into the network. ShopStyle is highly dependent on partnerships with retailers and fashion magazines to deliver the most up to date and stylish fashion information.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
ShopStyle Business Model Canvas
Business Development / Network
Key Partners
Key Activites
Customer Relationships
Encourage individual style editing
Links to top Sales alerts sales of the day Fashion groups
Live trend updates
Fashion Styl- Other fashion networks ists Key Resources
Fashion magazines
Fashion retailers
Designer archival records
Trend reports
• Streamlined access to top 100 fashion designers of the season • Personalized style books • culled clothing, shoes and accessories from over 500 e-commerce websites at the customer’s fingertips • Personalized look in magazine layout
Search engine for all things fashion
Channels
Website
Promotions Public relations
Learn to be a fashion editor N i n g e t wo r fas with khio to mu n co p m ni t ies -
Customer Segments
Savvy fash- Fashion stylionistas ists
Women main targets
Customer service center
Mobile apps
Trend AnalyPartnerships sis
Cost Structure
E ed nco u u i n t f a sh c a t i r a g e er io on io r n a in t io d ec nd n ora -
Value Proposition
Revenue Streams
Fashion buyers/scouts
Online ads
Partnerships with online and brick and mortar stores
Subscriptions
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
TrendStop Business Model Canvas
Business Development / Network
Key Partners
Fashion magazines
Brand managers
Key Activites
Fashion retail stores
Fashion designers
Design consultants
Customer Relationships
Trend AnalyCase Studies sis
Webinars
Live Demos
Key Resources
Designer archival records
Trend reports
Trend AnalyPartnerships sis
Cost Structure Development Seasonal Re- and mainte- Trend Analy- Promotional nance of report creation ports and trend sis content analysis
Available in different languages
Personalized trend alerts and analysis
Premium site access customized fro men and women give access to seasonal themes, color palettes, materials and apparels, catwalk trend analysis and galleries, street style overview and galleries, trade show reports and galleries, global store reports and galleries, vintage information and archival information for thousands of retailers, jewelers and
Web and mobile infrastructure Content creation
Value Proposition Dir t re ec t t re nd ion One stop n s f al a d o
shop for ud sa r ien v v trend themes ce y Trend transAccess to lation from global trend concept to analysis commerce Co to nn e c t 100 io ex p t r e n n er t d s
Channels
Phone Website Public applica- and acrelations tions tive blog Email Trend and alerts phone
All options available in French, English and Spanish
Customer Segments
Retailers
Footwear designers
Make-up and beauty artists
Trade show goers/organizers
Fashion designers
Models
Fashion bloggers
Accessory designers
Fabric designers
Revenue Streams
Online ads
Premium subscription ($1600/6 months)
Trend reports (12-month access $1500)
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Webinar ticket ($250/ticket)
Web app sales
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Compare and contrast these models for strengths and weaknesses and make recommendations for improvements to the weakest business model. Trendstop Strengths
Shopstyle
Unique Selling Point:
Unique Selling Points:
•
•
Latest trends in fashion and home decor from international retailers.
•
Sales alerts for favorite brands and products!
Professional analysis of latest fashion trends, catwalk show looks, street style looks, fashion news, fashion trend ideas and, 500 fashion designer catwalk shows and photo galleries
•
Selling customer data Model: •
It enables designers, retailers, bloggers and organizers to do highly targeted ads and market their appropriate products to public
Focused on Product Innovation by providing: •
•
Bricks and Clicks Model:
City store guides and location based store finder function to help track down the fashion stores selling the hottest fashion trend 80 high res. videos of the absolute latest seasons fashion shows - over 3 hours of top designer fashion show videos for you to view.
It combines the traditional bricks with the modern clicks to provide a no-frills buying experience for the consumer.
Focused on customer relationship management by providing: •
Personalize features such as Stylebooks, Sales Alerts, My Brands, WishList and Mobile
•
Compare and Refine search by brand, store, size, price, and more
•
Shop by price, size, color, fabric and fit
•
Available in UK, FRENCH, GERMAN, JAPANESE VERSIONS
•
Users in the UK, France, Germany and Australia may include/exclude international stores while shopping.
•
Feature to submit your own fashion trend photos
•
Availability in French, English and Spanish
Marketing through:
•
Availability for iOS, Android and BlackBerry
•
Sales Alerts
•
Blog
•
Website
•
Mobile app
Marketing through: •
•Trend alerts for non-clients
•
•Blog
•
•Website
•
•Mobile app
•
•Webinar and workshops
•
•Seasonal reports
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Compare and contrast these models for strengths and weaknesses and make recommendations for improvements to the weakest business model. Trendstop Weakness
Selling data to specific niche: • •
Recommendation for weakest business model
Shopstyle Distribution of goods and services to specific niche:
Mainly fashion and creative professionals Premium model: Only Premium Subscriber access THE most exclusive, fashion forward trend stories; Trend-worthy influential editor’s picks; and full screen image.
•
Mainly young, well-educated, affluent Women
Listing fee model: •
take fee from retails shops therefore upload unfiltered collection
Subscription based model:
Limited marketing:
•
with no heavy discounts on long-term plans.
•
Available for iOS only
•
No shopping and Sale Alerts features
•
Focused majorly on shopping
•
Review its business model and shift focus to Product Innovation.
•
Increase the user base and reach out target audiences who are serious about fashion other than women
•
Adopt Multi-level Marketing
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Working Wall
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
BUSINESS MODEL GENERATION Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Business Model Canvas
Business Development / Network
Key Partners Fashion magazines, including vogue, cosmopolitan, GQ, Elle,and Marie Claire
t ail on re Fa s h i r e s s to
Profe and u s s ional f a s hi p c oming on de s ig n er s
Fa s ge hion rs an b lo na d jo g li s t ur s
gon blo Fa s h i d j o u r n ger s a i s t s nal
Fashion TV
Existing social networks
Des ign con sultants
Net work with industry profes als Key Activites Value Propositions Customer sion Relationships s treet s t yle Connec t, rep or t s fr o m Servic e inengage and journali s t ual s virt e Fre novation and fac ilitate nex t Infrastructure shopping life manag tion era ement gen research and Available in style cus tomers development One-stop and different lan stylish mobile guages Personalized La Collection: SNA trend tips and and Browse sales alerts n p item s by sho io it Fashion trend 3D innovation uis U s er aq tion ion ect coll analysi s by development en Dress La Mode: and r et pro d ture Fea categories and manageDress virDe sig n it up: ous fam file s of ment tual avatar and Sketc h your and upc oming share de sig n and Free upload s des igners upload for feedof sketched ba ck des ign s Shop-it-up: InKey Resources Channels La Designers: virtual ve Fashion items teracti Follow famous, shopping mall collection local and upwith in-built Phone apcoming designlocation based plic ations: for ers and their Des igner’s service s Partnerships iOS ,bla ckb erry, ollections email, txt , collection and La Mode News: and roid ; ww w. phone s ght insi Follow fashlamode 3d.com ion news from around teh world Tren dy tips and tion olu res Hig h sale s alerts and from from Software develvideo fashion mags opers 24/7 customer All app feature s service via chat 360 La Mode: Watch them available in Trend articles, and phone Mobile and onView your picks walk: runway multiple lan reports and line network in 3d design shows and guages analysis technology designs in 3D
Customer Segments
Creative youth
0 Marketing and public relations
0 Sof tware development and application
0 3D content creation and development
Revenue Streams
0
Working class
Development and maintenanc e of ser vice s
Premium sub scriptions ($1 500 for 6months)
Loss $2000
500 Seasonal webinar for professional ($500)
Fashion students
soccer mums
0
0 fashion blogger s and journalists
Professional fashion designers
0 Upcoming local and foreign designers
0 Fashion retailers
Partnerships
0with online and 0
Profes sional des igner and magazine pub lishing content fee
Design Innovation Development and Marketing Strategies — DMGT-720-OL
0
0
Targeted ads
1500
online shoppers
0
0 Cost Structure
0
0
0
brick & mortar fashion retail stores
0
Royalties
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
The 17-Step Process
Our Credibility is in providing the best virtual fashion experience in the market today
The trend most powering to our business is the shift to mobile social networking.
Our experience is in analysing and predicting teh latest trends in fashion, as well as providing users with the best virtual shopping experience possible.
In ten years, we want our app to be available and used in at least 15 countries; we aslo want our app to come in-built with the mobile devices.
Our passion is to enable passionate fashionistas indulge in their fashion fetish, anywhere, and any time.
We are in the business of making the world of fashion more accessible through the use of technology.
We will only achieve our vision if we work with and hire people who share our vision and are excited about the world of fashion as we are.
1 Who are we?
2 What we do
3 Our Vision
Our purpose is to make the world of fashion accessible to serious fashion enthusiats, anywhere, anytime, on any mobile platform.
Our future involves designing our app to work on any mobile platform present or to come. This means staying on top of changing trends in both the fashion and technology industries.
------------
----------
-------ary ---------Obit--u---------------------- rns ught at bro hion -------Moupplication thtu d e fas l r r o u a e st co mobil of haute p the gho The W shion rld eu n
the fa lusive wo nally gav njoying a fi e xc the e y finger tip 5 years of ss. e r 2 to eve day, after ssful busin f serving n e ile u gs o cc u in s n on S f mob ly in ous beg tion o land, enorm e humble g genera g n dE in th From n burgeon anada, an services C e s the th the U.S., panded it entral and f in C ex rs o Asia, users e rapidly unde s rope, he fo e od La M tries in Eu d Africa. T in the hop n n y e to cou merica, a e compan ecom b A ld u r th n wo South e began ll ove fashio people a access od e La M e world of r e o v to m ill ha that th ccessible ividuals w n that will a o d more rld; that in informati ssive in d an o re er in the w e news an more exp to ush e th y to all them to b goal was fashion b n e ir h le enab shion. The ion throug tion betwe a s fa their elf expres communic siders. By in t fs era o ng instan d fashion effective re n e n oti prom y people a through a fashion w p s n ta ar ordin ing fashio re all thing ith just a w r e re delive por tal, wh the users tmosphe l ome to na vir tua through ted a ple to bec a e r c d o e push nger, they rdinary pe fi a o why L of the couraged . y n asked that e shionable er ts have xplained b fa y exp oors. As e “We have tr more s u ind rs, sd Some closing it y’s founde is more is n as Mode the compa . The world e than it h iv ls f one o d our goa lf express e e ! v s achie able and g La Mode n n fashio en.” So lo e b ever
To bring the world of fashion to every finger tip.
To achieve our vision, we must conduct thorough market research to determine the preparedness of market for our product.
Preliminary research shows that in five selected markets, spanning 3 continents, the penetration of mobile social networking applications is on the rise, making up almost 50% of all social networking engagement in the U.S.
Our business is currently designed to ride multiple trends
4 What wave are we riding?
List of trends include - Burgeoning social networking - Increasing engagement with mobile applications among all demographic groups - Mobile 3D Technology - Fashion world becoming more technology savvy
Our vision will be reviewed every year to make sure we are staying on track
Trendstop is a huge contender in this category.
5 Who shares the brandscape?
Our recent market survey indicated a huge gap in the industry for our product.
Our strategy to become #1 is to make our app a one stop shop for all things fashion -- no more multiple apps for staying in sync with the fashion industry. We intend to move the industry into a more consolidated sphere, in which haute couture is not only accessible, anytime, anywhere, but accessible in one place, with a tap of a fignger.
Our vision must be incorporated into our business model and company values in order for us to become the company we hope to be.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
La Mode is French for In Style. Being In Style is inherent to our vision -- which is to bring the world of fashion to every finger tip, and by doing that, keep our users looking trendy, everyday, anytime, anywhere. Our reliance on existing social networks such as facebook, where users of our app upload their shopping bag on their facebook wall for feedback, undermines our onliness.
The one thing that makes us different is the individual avatar that enables users to try on the clothing during their virtual shopping.
6 What makes us the “only”?
EE
La Mode is the only fashion app:
How: that provides a 360 fashion experience Who: for serious fashion enthusiats Where: in cities around the world Why: who want to be fashionable and informed of the changing trends in the fashion industry When: in an era of increased self awareness and a well defined sense of identity.
We believe our current name serves our purpose. No plans to change it as at now.
Our virtual avatar, coupled with our partnerships with industry experts should strengthen our onliness
Fashion designers, fashion bloggers, fashion journalists, fashion directors, fashion editors, fashion students, serious fashion enthusiats, fashion stylists. . .
If La Mode does not resonate with our users, we have a short list of possible names to draw from.
We need to have a well defined, self sustaining user-base, without much dependence on existing social networks
To make everyone, including ourselves happy, we must have a balanced portfolio of fashion offerings to cater to the wide variety of people who will be using our app.
Trendstop’s our bad guy.
La Mode is elegant, chic, and definitely an easy sell--name wise.
We intend on being the E-News of the fashion world. Everything that must be known about the fashion world will be available on our app.
8 Who loves us?
9 Who’s our enemy?
10 What do they call us?
11 How do we explain ourselves?
7 What can we add or subtract?
- Competition section muct go -- not tangible reward designed to make it a valuable addition to the application.
+ We must add a virtual shopping assistant in the spirit of SIRI, one that interacts with users when app is launched
Fashion photography section must be reviewed and refined.
EE
Our ecosystem is made up of fashion enthusiats and industry experts from all over the world.
-- Designers will provide users with access to fashion shows during fashion week -- Users will use app to shop and to stay informed about the fashion world -- Fashion journalists/ bloggers will use our app to predict future fashion trends -- Fashion stylists will help users stay stylish as well as have access to new style tips -- Fashion editors will use it to advertise upcoming issues of their magazines -- Fashion retailers will use our app to announce new merchandise and new sale items or specials.
EE
What we are not is a fashion sales app. It is not our focus. We are not designed to compete with Gilt, net-a-porter, far from that. Consider us the E-News of the fashion world! Where users have access to all things fashion, including shopping and trend analysis.
EE
EE
The short list for our company name include Chic, Votre Mode, Haute [Monde], a la mode.
Our Trueline: La Mode unleashes your inner fashionista.
After careful consideration, we decided on La Mode.
With no commas or “ANDS”
Currently, www.lamode.com is a URL belonging to a private manufacturer of active men and women’s sportwears.
Our Tagline is: All the latest in fashion at your fingertips.
EE
We will have to implement a different URL specific to our app to avoid any legal issues.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Our customers will experience, at full enrollment a virtual fashion experience 24/7, from shopping, to fashion shows, to trend analysis, anywhere, anytime. Our most valuable touchpoint will be through the use of our app, as well as our marketing efforts. Our trueline and tagline will be unpacked at every customer touchpoint possible, including existing social networks. We will enroll brand advocates through targeted messaging efforts -- email, phone alerts, engagement on existing social networking platforms.
Our communications will always be effective in highlighting the benefits of our app.
12 How do we spread the word?
Through fashion magazines, fashion shows, targeted marketing efforts
Also through existing networks, online mediums and direct engagment with target audience (traditional and digital media)
EE
They will experience the world of fashion customized to fit their taste. They will have access to our app in multiple cities around the world and in different languages.
We are selling a lifestyle, an opportunity for people to feel great about themsleves trhough a mobile app
Customers will learn about us from their friends, from their favorite fashion magazines, fashion blogs, fashion news sites, and also through our marketing efforts on existing social networks.
No hidden fees; monthly feedback from users to ensure that we are meeting their expectations, and if not, what we can do to make sure they are satisfied with our product.
Websites, magazines, emails, txt messaging, existing social networking apps and platforms.
We will enroll our customers by offering them a free download of our app, as well as through free trials of our premium membership features.
We earn their loyalty by also offering them the type of experience we claim to be offering.
We extend our success by offering a customized version of our app for different regions and in multiple languages.
13 How do people engage with us?
14 What do they experience?
15 How do we earn their loyalty?
16 How do we extend our success
EE
EE
EE
By hiring experienced individuals to manage our content.
EE
17 How do we protect our portfolio
Through partnerships with notable fashion houses and magazines.
Work within our core competency to achieve our vision and ensure that we are producing content relevant to our customers and to the industry.
Enriched customer experience by designing our app specifically for whatever mobile platform our customers will be using.
Through personal connections.
Review our business strategy on a yearly basis to ensure that we are performing in line with our purpose and that we are meeting our customer’s expectations.
Well designed, user friendly app; make sure app is continuously updated to take care of bugs that will cause the app to malfunction.
Through premium membership subscriptions and webinars.
They engage with us through our online portal and mobile app
At each touch point, we expect trendstop and shopstyle to be our competition.
We will offer a 24/hr customer service through email and phone to enable us immediately address any customer frustration.
Through our seasonal webinars
Our marketing efforts to reach more customers will be concentrated on both traditional and digital marketing efforts.
Also through published news and magazine content
By licensing our content.
As well as design our app to be used on multiple mobile platforms including iPhone, iPad, Blackberry, Nooks, Andriod phones -- all customized for different countries.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
SWOT ANALYSIS
Multi-lingual support
Partnered with some major players in the industry
3D views of users and their fashion choices
No established brand name to build network support
New technology can be difficult to perfect
High start-up costs Few Competitors Not every user has an active interest in fashion
Network model can easily be imitated
Strengths
Weaknesses
Opportunities
Threats
The market is ready for a comprehensive fashion social network The luxury fashion industry is growing repidly escially in emerging markets
Retailers are looking for more ways to sell merchandise
New designers need a way to be discovered
If the economy worsens, A big name in fashion could people may stop making over take us with a compa- fashion purchases rable network If content is not up to par with customers’ expectations, they will not use our network
Negative opinion of the network will discourage use
Local designers need an avenue for marketing their goods
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Analysis of Strengths
The biggest strength for the network is that there are very few direct competitors in the current market. The use of 3D rendered images to show users trying on clothing is new and innovative and our network will be the first to utilize it. By being free for basic functions, the users will get a taste of the network before making the decision to pay for more advanced features.
Analysis of Weaknesses
The short-term weaknesses involve the cost and difficulty of starting the network. Since the technology is new, there will surely be bugs that must be worked out. It will also be necessary to work with designers to ensure that as many clothing options as possible are available for use. The start-up cost is also a concern in the short-term. Development of new technology is always expensive and initial advertising will necessary to get our first users. In the long-term, we must be mindful of competitors. The network will be imitated by others and we must push to remain innovative and ahead of what anyone else does. Additionally, the network is dependent on people being interested in fashion. If interest decreases, our user base will decrease accordingly.
Strategy
Because the technology is so new, there will be initial excitement. We should use this to our advantage and advertise the 3D functionality as a major selling point. In order to offset the high start-up costs, we should consider licensing the 3D technology directly to retailers. This will gain exposure for our network, help with our initial costs, and help gain reputable industry partners. Since the network features multi-lingual support, we should reach out to small designers in foreign countries to bring their designs to a global market. Minimizing weaknesses can be difficult. As noted previously, we can offset the start-up costs by licensing software. To prevent imitation, the software can be patented but the patent must be actively defended so it is not stolen. As for people’s interest in fashion, we must show them that even if they are not interested in designer fashion, they can still benefit from the site by getting discounts from online retailers and opinions of their peers about their personal style.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Video Pitch
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
DEFINING USER NEEDS Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Students Think and Feel?
Its hard moving back home after living on my own for four years in another country. Makes me feel like I am regressing instead of progressing.
Mother
As a graphic designer and photographer, I have an eye for aesthetic elements all around me.
Going back to school is important for me right now. 4 more years of undergrad does not seem enough to make a good living out of.
Best friend Myself (sometimes not the best choice)
I see a whole lot of bad design, bad photography out there and it makes me cringe.
Listen to? Pain?
See? Gain?
A graduate degree even if it means 4 more years of schooling
Annoyed that a 4 year degree is worth virtually nothing these days. Feel like a failure for having to move back to my parents’ house. Lack of self confidence. Low selfesteem.
Name: Annelie Jenne Age: 24 Location: Nuremberg, Germany Profession: Student Areas of Interest: Public Relations, Fashion modeling, Graphic Design, Communications Design Connections: Ocóo, friends Notes: Annelie spent a few years modeling in Berlin, Germany and working for a subsidiary of Metropolitan Models, NY, in Boston. She majored in Graphic Design in College, and spent a year working as a Graphic Designer for the Pulitzer winning Christian Science Monitor and The Christian Science Herald. She is currently back in Germany pursuing a graduate degree in business communications and public relations. Annelie is well connected in the fashion and design world.
Very strong willed. I live by my own rules.
An understanding of business practices and how to communicate ideas in the business world.
Extremely broadminded. Likes to try a little bit of everything. Retreats into a shell when directly confronted. Lots of international travel keeps things in perspective.
A better chance at getting a higher paying job.
Say and Do?
2
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Students Think and Feel?
Where do I find financing for school and to create my own designs?
Direct feedback from visiting fashion designers
An emHow do I efficiently promote myself as an up and coming fashion brace of designer? multiethnicity with What do my teachers and other think about my dedesigns coming signs? from all over the world
Gossip among other students.
Comments about my designs from industry experts My work being occasionally ridiculed
Listen to? Pain?
See? Gain?
My designs chosen to feature in fashion week
As an international student I am disadvantaged because of visa retrictions As a physically heavy person, I get looked down upon as the industry is known for embracing skinny people I feel I am not talented enough
Work experience with to fashion designers
Look for sponsor so I can work in the U.S. after I graduate from school
Learning to become a successful fashion designer in the future.
Call up friends to ask their opinions concerning my designs Seek help from my school’s academic career advising Seek internships with top fashion designers
Say and Do?
Name: Korkor Apo Age: 26 Location: San Francisco, CA Profession: Student Areas of Interest: Fashion Design, Graphic Design, Communications Design, free trade; “fashion design in third world countries.” Connections: Art Academy of San Francisco, fashion week Notes: Korkor spent four years studying graphic design, after which she spent a year working as a graphic designer. She has always been interested in fashion design and is currently pursuing a degree in fashion design at the Academy of Art, San Francisco. A few of her designs were featured in New york Fashion Week earlier this year. Korkor is well connected in the fashion world.
3
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Fashion Journalists Think and Feel?
There’s always a desire to have everything perfect.
Mark Holgate. He always tells me “don’t over think it.”
At the end of the day, you can do your best; you’re hired because of what you bring. And I’m very fortunate that I get to do something that I love. I eat, breathe, and live the world of fashion.
Reader’s response and letters.
Inspiration for fashion is all around me at work. Exceptional fashion contributors around me who are good at what they do. I learn a lot from them.
Listen to? Pain?
Name: Chioma Nnadi Age: 44 Location: New York, NY Profession: Fashion Journalist/Writer, Vogue Areas of Interests: Fashion, writing, Connections: Vogue, top fashion designers, fashion week Notes: Chioma graduated from Manchester University in North England with a degree in English and French literature. She had always been interested in fashion, and was introduced to fashion journalism through fashion and music magazines Trace and Fader. After working as a style editor at Fader for five years, she accepted a job as fashion writer at Vogue in New York and has been there ever since. She is very connected in the fashion world.
See? Gain?
Being at Vouge gives me unprecedented access to the world of fashion.
Pitching ideas is a nerve racking process for me. I have to review the fashion shows during fashion week and for me, that’s daunting.
The most exciting part of my job is the discovery. I have loved the ability to feature an under-theHaving to choose which You want to be able to convey the big fashion mesradar designer that story to feature in sages of the season in a way that people can relate to. you might not Vouge is hard beYou want to give them some point of entry into what’s going expect to find in cause there’s a on. There’s a lot of information out there, but narrowing it down, Vogue. lot of talented that’s the process. people out I am a real nerd about fashion, and for me, just being in an environment there. where I can totally indulge and day things like “what do you think about this pink?” Being aroun people who are just as excited about fashion as I an is exciting.
Say and Do?
4
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Fashion Journalists Carine Roitfeld -She’s human and irresitable
Think and Feel?
I think the recession changed the face of fashion for the better. With the recession came the death of many things and the birth of style blogs. I think we in the fashion world need to stop thinking with the same mindset. The fashion industry is not as cold as it’s made to seem. You have to live it to feel it.
Fashion week My readers
I see fashion all around me.
I see a lot of colors, oriental and exotic fabrics all around. That is a good thing. I see the fashion world becoming more international. The hub of the fashion world is shifting.
Listen to? Pain?
See? Gain?
Front row seats to fashion week gives me a better view of the couture.
It’s not such a good thing to show plus-sized models on the runway because it’s not physically healthy and not very flattering to fashion. Traveling to all international fashion week is a pain. I need to be excited about my work.
Access to the most exclusive fashion designers in the world. I go to fashion week--all of them because that’s where I get inspiration for my blog. And I send myself, it’s crazy.
I am interested in fashion shows, For me, they are the center of everything.
Invitations to write columns for top fashion magazines in the world.
I have been doing a lof of video on my blog because its another way of doing what I do without getting bored.
Say and Do?
5
Name: Garance Doré Age: 37 Location: Paris, France Profession: Fashion Blogger Areas of Interests: Fashion, Blogging, writing, photography Connections: Tiffany & Co, The Satorialist, top fashion designers, fashion magazines Notes: She launched her blog while she was living in Marseille. She posted her drawings every day on the blog to no response. But when she finally added her own text, the comments miraculously started to roll in. The transformation from art diary tofull-on style blog came when she realized the bulk of her most successful posts were about fashion. So she moved to Paris, where she continued to write and post personal monologues accompanied by her own illustrations and photographs. She operates arguable the most successful fashion blogs in the industry. Her blog gets about 50,000 hits a day.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Working Class Think and Feel? Never have time for myself. I always plan for leisure but work always gets in the way. Industry experts.
The most important thing to him is living a passionate life and not getting caught in a mundane cycle of a 9-5 job.
Close circle of peers and friends.
Bad design turns him off
Works with people who speak his language of design.
Very attuned to aesthetic environments
Listen to? Pain?
See? Gain?
Prestige and respect in his field of work
Frustrated with people who compromise quality for quantity.
Fulfillment and unrestricted creativity through autonomy over life and work
Graphic design industry extremely hard to break into. Sometimes doubt own ability to produce great work.
As a graphic designer, he is always on the lookout for good design
Name: Chris Hellman Age: 27 Location: Atlanta, GA Profession: Student and Free Lance Graphic Designer Areas of Interest: Graphic Design, Management Information Systems Connections: Chris is a member of AIGA (American Institutes for Graphic Arts), SCAD Notes: When asked what word came to mind whenever he hears the word “fashion,” he replied instantly “vogue.”
Easy going. Only voices opinions when extremely bothered by circumstances.
Success by always being passionate about life and Concerted effort to keep an open mind and cultivate a “non-tradifamily tional” look and individual style Not confrontational at all, but will defend opinions where appropriate.
Say and Do?
6
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Working Class Think and Feel?
My life is finally heading in the direction that I envisioned for it as a child
Joe Lovano
I have a lot of experiences; some of them good, some of them bad--all of which I do not regret, but ultimately have made me a better person.
Stevie Ray Vaughan
I’ve worked extremely hard to get to where I am today, and I’ll continue to work hard to live a very interesting life
Eric Clapton
Wide group of friends and artists whose opinions he trusts.
Jimi Hendrix Jeff Beck
Listen to? Pain?
See? Gain?
Unlimited creative cintrol over my work
Cant’s stand waek, unambituous people
Success through a balance of family and career
My narcissism sometimes gets in the way of achieving my goals as an artist Frustrated by the lack of artistic innovation in the music industry
Creative people dwarfed by an increasingly profit driven industry.
I am loyal to those who demonstrate that they deserve it
Valuable relationships with artistic and creative people like me
Confrontational, egotistical, and have to be right all the time Defensive when others do not agree with me Very confident in who I am and my abilities
Say and Do?
Name: Thomas Owusu-Bempah Age: 27 Location: London, United Kingdom Profession: Musician Areas of Interest: Music, poetry, international affairs Connections: Abbey Road Studios, Glastonbury, Roskilde Notes: He says, “after all, what is fashion if you can’t see it or feel it.”
7
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Online Shoppers Think and Feel?
I go to school and work full time. All I want is an easy, comfortable shopping experience.
Runway magazine
Enough with the targeted ads I feel like I am constantly being watched. How do I get ads so specific to my taste?
Vogue Marie Claire
Life is tough as it it.
Fashion blogs
A lot of new online shopping portals. Not sure which one to trust
Really poorly designed websites that are a pain to navigate Social networking becoming more an extension of the advertsing industry
Listen to? Pain?
See? Gain?
Peace of mind. I don’t have to go to the crowded malls
I hate those pop-ups Those complicated websites that open multiple windows with just one click Hate, hate, hate it, when I click on a banner advertisement only to find the item sold out Shipping charges
Name: Ashley Watson Age: Early twenties Location: Miami, Florida Profession: Student, Liberal Arts Areas of Interest: Writing, politics, movies, time with friends Connections: Friends, professors Notes: Ashley is the typical undergraduate student. She does not have a job and gets all of her spending money from her parents. Once she entered college, she began shopping online and makes the majority of her purchases through websites because of the ease of access and lower cost.
I am a generally happy person. I work hard to stay positive even in the face of dire situations.
I get to try on the clothes in the privacy of my home. If I don’t like them, the return is pretty uncomplicated. Better online deals
I really enjoy trying new things I have a shopping addiction. I visit my favorite clothing stores online every single day. I buy some new clothing at least twice a week. Don’t as me where I get the money
Say and Do?
8
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Brand Persona Online Shoppers Think and Feel?
Simple, intutive navigation and checkout; search and sort features I think online stores have more variety than brick and mortar stores I am far too busy to bother going to the mall
popPhoto
Quick, easy log-in
I travel a lot for work so its easier to shop online
Painless return policy, broad and narrow search functionality
Fllickr
Detailed information on products and multiple viewpoints
Listen to? Pain?
See? Gain?
Flexible searching and sorting
Products not as pictured Bad mapping-unable to find what I want
Convenience of not having to go to a crowded mall
Too many advertisements Out of stock Hate clicking to enlarge picture only to find the image doesn’t enlarge
I like the visual experience of virtual shopping--if the pictures and designs are good
Saves me a lot of time that I do not have
I hate trying on clothes in the store not knowing who has tried it on. At least with online shopping, I know I am the first person to wear the clothes. I am very anal about my work. Everything has to be perfect.
Say and Do?
9
Name: Henry Bailey Age: Early forties Location: Newark, New Jersey Profession: Freelance Photographer Areas of Interest: Photography, sports, traveling, theater Connections: Friends, family, clients Notes: Henry worked for a newspaper as a field photographer until the paper went out of business and he was forced to become a freelance photographer. He does not put a lot of effort into having a complete wardrobe but could benefit from fashion advice. Due to his busy schedule, online shopping makes sense because he can choose what he wants and have it delivered to his door.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
PROTOTYPING & BRAND DEVELOPMENT Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
HOME PAGE
FEATURE SELECTION
CATEGORIES & SUB-OPTIONS
CATEGORIES SETTING IN TILES
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Homepage The Homepage is the first exposure a user has to La Mode. It is meant to be both eyecatching and easy to navigate. At the top of the page, there are basic links for reading the blog, logging into the network, and searching for information. In the right panel, there are administrative links that support the rest of the network actions. Some examples include the user’s shopping cart, alerts specific to the user, and technical support. The primary panel on the homepage includes the major portions of the La Mode network arranged in a simple spoke pattern. This is not only aesthetically pleasing but also functional because users can easily navigate to any portion of the network that interests them. The most used portions appear on larger spokes for easier navigation than if they were presented in another manner. Blog The Blog allows the network administrators at La Mode to communicate with all users. When there are important announcements, they are posted to the blog. Likewise, articles written by our administrators are included in the blog so they will not be missed. Even though the blog is important, it should be noted that it is not the focus of the network. The majority of content is included in the other sections of the network. La-Collection La-Collection is where users turn when they want to find the latest styles. Besides finding individual articles of clothing, users can get fashion advice, learn about styles around the world, and explore designer collections. Along with the social aspects of the network, La-collection is the most important part of the network because it creates a connection between users and designers. If it were not for fashion, La Mode would not exist so a lot of emphasis has been paid to the development of La-collection. When fully implemented, it will be one of the most comprehensive sources of fashion information online. Shop-It-Up Shop-It-Up is an extension of La-collection that allows users to purchase clothes and have them shipped to their homes. By partnering with designers and current online retailers, La Mode is able to offer clothes at discounts when compared to other retailers. This benefits both our users, the designers, and the retailers because users will be purchasing more clothes than they normally would. For users who want to save their clothing options for future purchases or want to share what they want with others, there is a wishlist function built into Shop-It-Up.
because they will have more confidence in their purchases. Gone are the days when someone had to buy clothes based on the designer’s size guide only to find out that the clothes do not fit when they are shipped. This typical way of shopping is frustrating for many online shoppers and wastes both time and money. In addition to being included in the network, La Mode 360 can be licensed directly to online realtors to increase our revenues and visibility. La Mode News La Mode News compiles the top fashion headlines from around the industry. Users can read headlines and be linked to articles so they become more knowledgeable about the clothes they are purchasing. This not only increases user awareness but also allows for more partnerships with the leading news providers in the fashion industry. Watch-Them-Walk Fashion shows are key to the industry but the average consumer never sees them. By streaming them using the Watch-Them Walk function, users can get a glimpse of what is happening in the industry. Once shows are completed, information is posted about the highlights of the show, the memorable moments, and when and where the designs will be available. If the designer has coordinated with La Mode, the designs can be displayed in La Mode 360 so users can immediately decide if they want to keep and eye on the collection. Design-It-Up The key to any social network is the connection between users. Design-It-Up allows users to upload their wardrobes and get opinions from their peers. If a user is getting ready to go out for the evening and cannot decide between outfits, they can quickly try them on, upload pictures, and get opinions. If they need help choosing the perfect dress for a formal night, there will always be users willing to give their opinions. When new clothes are purchased from La-collection, they are instantly posted in the user’s wardrobe in Design-It-Up. The possibilities are endless for users who want to take full advantage of the functionality.
La Mode 360 Another extension of La-collection, and the functionality that makes the network truly innovative, is La Mode 360. This function allows users to create a 3D rendered avatar based on their physical measurements and use that avatar to show what articles of clothing will look like when they are worn. This completely changes the way people shop Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
La Brand Our users are exposed to 63,000 words of information a day! That’s enough words to fill a book. The human brain has the capacity to only process 5000 of those words. The cascades of information come from emails, tweets, status updates, advertisements, you name it! The fact is, our USERS do not have enough time in the day to process all this information, which are unconsolidated and accessed through different networks.
havior or habit. Our users already use fashion applications—well, most of them. Creating value for our brand begins with understanding what our users want: we already know that to a large extent. Our users want unconstrained access to the world of fashion, anywhere, anytime, without having to access multiple networks; our users want an enjoyable on-the-go fashion experience through a simple, well-organized portal. SAY goodbye to multiple fashion apps HELLO to
Of all the things that are hard in the life, fashion need not be one of them! At La MODE, we understand that our user’s lives are already full—to the brim. They are busy individuals, running around trying to make a living! One of the main frustrations our users have is that they don’t have enough time for themselves. Busy lives demand that information reach our users in an orderly and precise manner. To learn more about our users and their view of fashion and our product, we conducted user interviews. Some of the things said were, “I consider myself a real fashion nerd,” “I am not fashionable; I am a trendsetter,” “how I look is extremely important to me because now more than ever the way we look is inherently tied to our identity! I don’t want my identity looking like a hot mess.” But even as our users consider themselves fashionable and relatively informed about the fashion world, they simply do not have the time to be running around chasing after the incredible amount of fashion information out there. When the fashion world recently decided to embrace technology, there went up a haze of dust as everyone has been clamoring to get a piece of mobile fashion applications into the market. The result is that there are many mobile fashion applications out there during a lot of different things concerning fashion. Information about fashion is now extremely unconsolidated and floating about on different mobile applications and networks. In order to stay properly informed about the fashion world, our users have to have no less than 10 of the top recommended fashion apps on their phones. Not only does that take up unnecessary storage space on our users’ phones, but it also leaves them overwhelmed with the sheer number of notifications they get from different fashion apps everyday. Its like solicited junk mail! There is no reason why fashion should feel overwhelming! Exhilarating, yes, but never overwhelming. So how can La MODE change this? We can begin by creating value for our brand among our customers. Typically, a new product or service will survive the brutal market competition if it can accomplish two very important things: Make the lives of its users easier in a non-obtrusive manner without requiring a significant change in be-
La-Mode is the answer to the current state of the fashion industry. Let’s face it. People are tired; they have to work extra hard to make a living; the world has gone tospy turvy with recessions and revolutions; with everything that is going wrong around our consumers, fashion SHOULD not be one of it. Being kept in the loop of what goes on in the fashion world should not be a hassle. La Mode solves that problem.
WHAT IS THE LA-MODE BRAND?
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
LA-MODE = IDENTITY
It’s all about YOU! Fashion is not just about shopping and runway shows. It’s also about trends and photography and styling and designing, and so much more, but ultimately, it’s about developing and maintaining a unique identity that sets us apart from the masses. As such users are entitled to as much information from the fashion world as possible, and this is what La Mode seeks to do. To really help our users better define their identities (through fashion), our value to them must be indispensible. To create such value to our, we at La Mode must build, develop and maintain a sustainable business that is not only socially responsible but also profitable. Yes, profitable, because it is only by generating profits that we can provide our users with the products and services that positively impact their lives. The inherent value of our brand depends largely on our business model. Our current business model, which is heavily dependent on providing our customers with products, some of which they might or might not want, is somewhat week. Today’s consumers, as much as they love their fashion products, are as much concerned with the products as they are about the service. As such our business model, which is currently product focused, must incorporate indispensible service features to really properly serve our customers. This means we have to re-evaluate our current business model, assess its strengths, weaknesses, opportunities and threats, include those services that are missing and take away those products that will hinder our ability to serve our customers.
external forces. We understand we do not exist in a vacuum; as such our abilities will be challenged both internally and externally. How well our business model and thus our brand will be able to over come these forces and thrive will be dependent on how strong of a business model we have. To begin assessing our brand, we must first examine the key forces that affect the business environment in which we operate.
At La Mode, we understand that our ability to provide the best services to our customers is dependent on a healthy business, which in turn is dependent on several internal and
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
REGULATORY TRENDS
SOCIETAL & CULTURAL
TECHNOLOGY TRENDS
SOCIOECONOMIC
Key Trends SUPPLIERS & OTHER VALUE
MARKET SEGMENTS
STAKEHOLDERS
NEEDS AND DEMANDS
COMPETITORS (INCUMBENTS)
Industry Forces
Market Forces
MARKET ISSUES
NEW ENTRANTS (INSURGENTS)
SWITCHING COSTS
SUBSTITUTE PRODUCTS
REVENUE ATTRACTIVENESS
MicroEconomic Forces GLOBAL MARKET CONDICAPITAL MARKETS
ECONOMIC INFRASTRUCCOMMODITIES & OTHER RE-
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Business Model Canvas
Business Development / Network
KP
KA
VP
INFRASTRUCTURE RESEARCHA AND DEVELOPMENT SERVICE INNOVATION AND MANAGEMENT
FAshion magazines including vogue, gq, the runway fashion retail stores
3D INNOVATION DEVELOPMENT AND MANAGEMENT USER ACQUISITION AND RETENTION
KR pARTNERSHIPS
design consultants fashion bloggers and journalists
Connect, engage and facilitate next generation life style customers One stop stylish mobile sna LA-Collection: Browse and shop items by collection Try on clothes virtually with your own avatar SHOP-IT-UP WITH OUR VIRTUAL SHOPPING MALLS WITH IN-BUILT LOCATION SERVICES
fashion tv existing social networks
CR
TREND ARTICLES, REPORTS AND ANALYSIS MOBILE AND ONLINE NETWORK SOFTWARE DEVELOPERS ARCHIVES OF DESIGNER COLLECTION BY SEASON AND FASHION MAGAZINE ARTICELS
HAVE YOUR OWN PERSONAL SHOPPING ASSISTANT SUGGEST CLOTHING, SHOES AND ACCESSORIES FOR YOU BASED ON YOUR TASTE AND PREFERENCES Follow famous, local and upand-coming fashion designersand their collection LA MODE NEWS: GET ALL THE LASTEST FASHION NEWS AND GOSSIP vIEW RUNWAY VIDEOS AND GALLERIES IN 3D
CS
nETWORK WITH INDUSTRY PROFESSIONALS FREE VIRTUAL SHOPPING AVAILABLE IN DIFFERENT LANGUAGES pERSONALIZED TREND TIPS AND ALERTS FASHION TREND ANALYSIS BY CATEGORIES
CH pHONE APPLICATION FOR IOS, BLACKBERRY, ANDROID, NEXUS; WWW.LAMODE3D. COM EMAIL, TXT, PHONE ALL APP FEATURES AVAILABLE IN MULTIPLE LANGUAGES
FASHION DESIGNERS FASHION MAGAZINES FASHION BLOGGERS FASHION JOURNALISTS fashion students SOCCER MOMS WORKING CLASS FASHION RETAILERS FASHION STYLISTS FASHION PHOTOGRAPHERS UPCOMING DESIGNERS FROM ALL OVER THE WORLD
24/7 CUSTOMER SERVICE VIA CHAT AND PHONE
tRENDY TIPS AND SALES ALERTS
C$
R$
mARKETING AND PUBLIC RELATIONS
PREMUIM SUBSCRIPTIONS FOR $1500/6 MONTHS
SOFTWARE DEVELOPMENT AND APPLICATION
SEASONAL WEBINARS FOR PROFESSIONALS ($500 A TICKET)
3D CONTENT CREATION AND DEVELOPMENT
TARGETED ADS
DEVELOPMENT AND MAINTENANCE
PROFESSIONAL DESIGNER, STYLISTS AND MAGAZINE PUBLISHING FEE pARTNERSHIPS WITH ONLINE AND BRICK AND MORTAR RETAIL STORES
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Main Q’s
Market Forces
MARKET ISSUES
Identifies key issues driving and transforming your market from customer and offer perspective
What are the crucial issues affecting the customer landscape? Which shifts are underway? Where is the market heading?
• • • • •
MARKET SEGMENTS
Identifies the major market segments, describes their attractiveness, and seeks to spot new segments
What are the most important customer segments? Where is the biggest growth potential? Which segments are declining? Which peripheral segments deserve attention?
• Lifestyle (customized/haute couture),
Outlines market needs and analyzes how well they are served
What do customers need? Where are the biggest unsatisfied customer needs? What do customers really want? What do customers really want to get done? Where is demand increasing? Declining?
NEEDS AND DEMANDS
SWITCHING COSTS
REVENUE ATTRACTIVENESS
Describes elements related to customers switching business to competitors
Identifies elements related to revenuw attractivness and pricing power
What binds customers to a company and its offer? What switching costs prevent customers from defecting to competitors? Is it easy for customers to find and purchase similar offers? How important is brand? What are customers really willing to pay for? Where can the largest margins be achieved? Can customers easily find and purchase cheaper products and services?
Main Q’s
COMPETITORS (INCUMBENTS)
Industry Forces
Fashion Industry Landscape
Identifies incumbent competitors and their relative strengths
Who are our competitors? Who are the dominant players in our particular sector? What are their competitive advantages or disadvantages? Describe their main offers. Which customer segments are they focusing on?
NEW ENTRANTS (INSURGENTS)
Identifies new, insurgent players and determines whether they compete with a business model different from ours
Who are the new entrants in our market? How are they different? What competitive advantages or disadvantages do they have? Which barriers must they overcome? What is their value proposition?
SUBSTITUTE PRODUCT AND SERVICES
Describes potential substitutes for our offersincluding those from other markets and industries
Which products or services could replace ours? How much do they cost compared to ours? How easy is it for customers to switch to these substitutes? What business model traditions do these substitute products stem from?
Describes the key value chain incumbents in our market and spot new, emerging players
Who are the key players in our industry value chain? To what extent does our business model depend on other players? Are peripheral players emerging? Which are most profitable?
SUPPLIERS AND OTHER VALUE CHAIN ACTORS
Ethical issues Customized fashion more important Financial problems Emerging markets are key Technology and social media
What key resources do we need to develop or acquire in light of the shift from ready mades to customized haute couture?
KP
KA
How can our value proposition address the issue of globilization?
VP
CR
What would a greater focus on emerging markets mean for our cost and revenue structure?
CS
geographic (emerging economies), age (generation y), gender (men and women) segments • Developed markets declining KR
• More customized varieties • Better coordinated fashion landscape • Large, unsatisifed demand for fashion in
CH
emerging economies; technology savvy • Customers want easily digested info
• One of a kind experience • Requires no change in behavior or minor,
C$
R$
uninterruptive change • Personalized branding experience unique to customer taste; brand very important
• Responsive customer service • Quality - the virtual experience must
match the real-life experience • Information is key
Fashion Industry Landscape
• Several strong competitors in the industry
• Most competitors struggling
to build brand loyalty as well as generate revenue • Market not saturated but easy entrance makes landscape competitive • Advantage is in established reputation as well as niche category
What does the convergence of social media with the rapidly developing technology mean for our key resources?
How can we maintain and increase revenue while addressing customers’ shrinking monetary pool?
What kind of new revenue opportunties might be created from free access to heirarchial revebue structure
For which part of the industry value chain should key partnerships be built as opposed to developing key resources and activities in-house?
Must the value chain proposition change to accomodate shifts in the industry?
Which part of the fashion industry offers the greatest earnings potential?
KP
KA
VP
CR
KR
• New York Times fashion app
CS
CH
poses some serious threat to our business • Trusted brand name as well as necessary funds to take advantage of gaps in the market
• Our partners can become
C$
R$
our competitors as some designers and fashion magazines are creating their own apps which could usurp ours
• Fashion designers, high-end fashion magazines
• Already established brand name fashion apps.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Could suppliers turn into key competors?
Is it necessary to acquire smaller companies (like developers) to fill product pipelines?
Which of the key resources can be developed in-house?a
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Main Q’s
TECHNOLOGY TRENDS
REGULATORY TRENDS
Key Trends
SOCIETAL AND CULTURAL TRENDS
Identifies technology trends that could threaten our business model or enable it to evolve or improve
Describes regulations and regulatory trends that influence our business model
Identifies major societal trends that influence our business model
What are the major technology trends both inside and outside our market? Which technologies represent important opportunities or disruptive threats? Which emerging technologies are peripheral customers adopting? Which regulatory trends influence our markte? What rules may affect our business model? Which regulations and taxs affect customer demand?
Describe key social trends. Which shifts in cultural or societal values affect our business model? Which trends might influence buyer behavior?
Fashion Industry Landscape
• 3D Clothing (be able to print clothing at home)
• Smart clothing (clothes with
Which key resources and activities will prove advantageous when personalized shopping is widely used?
Which technologies are likely to improve our value proposition?
How are customers reacting to technological developments in the fashion industry?
gps navigation systems built in
• Vitual shopping changing the fahion retal industry
KP
KA
VP
CR
CS
• Powerful health group and
socially conscious consumers demand healthy images of models in industry • More eco-friendly practices demanded to help planet
KR
CH
• Artists collaborating with fashion designers
• Eco-friendly clothing • Cross-cultural fashion • Technology means more
C$
R$
informed customers
SOCIOECONOMIC TRENDS
Outlines major socioeconomic trends relvant to our business model
What are the key demographic trends? How would you characterize income and wealth distribution in our market? How high are disposable incomes? Describe spending patterns in our market
Main Q’s
GLOBAL MARKET (CONDITIONS)
Outlines current overall conditions from a microeconomic perspective
Is the economy in a boom or a bust? Describe general market sentiment. What is the GDP growth rate? High or low?
• Key market segment (middle
- high income) moving from developed to emerging economies • Men becoming key market segments • Middle income segment should be target of our business model
Which partnerships will become essential when microblogging is an essential part of the industry?
How will technology such as personal digital assistants (SIRI), and 3D technology affect our cost structure?
Do advances in technology offer us new avenues of revenue?
Fashion Industry Landscape
• Global recession • U.S. Gdp growth rate as of
Does the economic infrastructure adequately support our key activities?
Does the infrastructure and trade environment adequately support channels?
first quarter was 1.5%
• China economy becoming a concerm
CAPITAL MARKETS
MicroEconomic Forces
Describes current capital market conditions as they relate to our business
What is the state of thec capital markets? How easy is it toobtain funding in your particular market? Is seed capital, venture capital, public funidng, market capital, or credit readily available? How costly is it to procure funds?
• Tight regulations on lending
COMMODITIES AND OTHER RESOURCES
Highlights current prices and price trends for resources required for our business
Describe the current status of markets for commodities and other resources essential to our business. How easy is it to obtain the resources needed to execute our business model? how costly are they?
• High unemployment means
ECONOMIC INFRASTRUCTURE
Describes the economic infrastructure of the market in which our business operates
How good is the public infrastructure in our market? How would we characterize transportation, trade, school quality, and access to suppliers and custoers? How high are individual and corporate taxes?
KP
KA
VP
CR
CS
and spending due to baking crises • Falling net worth mean less venture capital money
more untapped talent to draw from • However, lack of readily available funds suggest a tough road aheada
KR
C$
CH
R$
• Specific to each reagion in
which our company will operate
Do universities and other educational institutions furnish a sufficient amont of qualified talent to draw from?
Design Innovation Development and Marketing Strategies — DMGT-720-OL
How will local and national taxes affect our busniess model?
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Business Model Canvas
Business Development / Network
KP
KA
VP
Connect, engage and facilitate next generation life style customers
INFRASTRUCTURE RESEARCHA AND DEVELOPMENT SERVICE INNOVATION AND MANAGEMENT
FAshion magazines including vogue, gq, the runway fashion retail stores
existing social networks
fashion bloggers and journalists
Fulfilment Excellence
LA-Collection: Browse and shop items by collection Try on clothes virtually with your own avatar
USER ACQUISITION AND RETENTION
IT Infra excellent
KR pARTNERSHIPS
design consultants
One stop stylish mobile sna
3D INNOVATION DEVELOPMENT AND MANAGEMENT
fashion tv
Capital Intensive
TREND ARTICLES, REPORTS AND ANALYSIS MOBILE AND ONLINE NETWORK SOFTWARE DEVELOPERS ARCHIVES OF DESIGNER COLLECTION BY SEASON AND FASHION MAGAZINE ARTICELS
Large product range
SHOP-IT-UP WITH OUR VIRTUAL SHOPPING MALLS WITH IN-BUILT LOCATION SERVICES HAVE YOUR OWN PERSONAL SHOPPING ASSISTANT SUGGEST CLOTHING, SHOES AND ACCESSORIES FOR YOU BASED ON YOUR TASTE AND PREFERENCES Follow famous, local and upand-coming fashion designersand their collection LA MODE NEWS: GET ALL THE LASTEST FASHION NEWS AND GOSSIP vIEW RUNWAY VIDEOS AND GALLERIES IN 3D
CR
CS Wide reach
nETWORK WITH INDUSTRY EconoPROFESSIONALS
mies of scope
FREE VIRTUAL SHOPPING
AVAILABLE IN DIFFERENT LANGUAGES
pERSONALIZED TREND TIPS AND ALERTS FASHION TREND ANALYSIS BY CATEGORIES
CH pHONE APPLICATION FOR IOS, BLACKBERRY, ANDROID, NEXUS; WWW.LAMODE3D. COM EMAIL, TXT, PHONE ALL APP FEATURES AVAILABLE IN MULTIPLE LANGUAGES
FASHION DESIGNERS FASHION MAGAZINES FASHION BLOGGERS FASHION JOURNALISTS CREATIVE YOUTHS SOCCER MOMS WORKING CLASS FASHION RETAILERS FASHION STYLISTS FASHION PHOTOGRAPHERS UPCOMING DESIGNERS FROM ALL OVER THE WORLD
24/7 CUSTOMER SERVICE VIA CHAT AND PHONE
tRENDY TIPS AND SALES ALERTS
C$
R$
mARKETING AND PUBLIC RELATIONS SOFTWARE DEVELOPMENT AND APPLICATION 3D CONTENT CREATION AND DEVELOPMENT DEVELOPMENT AND MAINTENANCE O
PREMUIM SUBSCRIPTIONS FOR $1500/6 MONTHS
Relatively capital Sensitive
SEASONAL WEBINARS FOR PROFESSIONALS ($500 A TICKET) TARGETED ADS PROFESSIONAL DESIGNER, STYLISTS AND MAGAZINE PUBLISHING FEE
Low Margins
pARTNERSHIPS WITH ONLINE AND BRICK AND MORTAR RETAIL STORES
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
KP
KA
VP
INFRASTRUCTURE RESEARCHA AND DEVELOPMENT
Connect, engage and facilitate next generation life style customers
nETWORK WITH INDUSTRY PROFESSIONALS
One stop stylish mobile sna
FREE VIRTUAL SHOPPING
LA-Collection: Browse and shop items by collection
AVAILABLE IN DIFFERENT LANGUAGES
Try on clothes virtually with your own avatar
pERSONALIZED TREND TIPS AND ALERTS
SERVICE INNOVATION AND MANAGEMENT
FAshion magazines including vogue, gq, the runway fashion retail stores
3D INNOVATION DEVELOPMENT AND MANAGEMENT USER ACQUISITION AND RETENTION
SHOP-IT-UP WITH OUR VIRTUAL SHOPPING MALLS WITH IN-BUILT LOCATION SERVICES HAVE YOUR OWN PERSONAL SHOPPING ASSISTANT SUGGEST CLOTHING, SHOES AND ACCESSORIES FOR YOU BASED ON YOUR TASTE AND PREFERENCES
fashion tv existing social networks
KR pARTNERSHIPS
design consultants fashion bloggers and journalists
CR
Follow famous, local and up-andcoming fashion designersand their collection
TREND ARTICLES, REPORTS AND ANALYSIS
LA MODE NEWS: GET ALL THE LASTEST FASHION NEWS AND GOSSIP
MOBILE AND ONLINE NETWORK
vIEW RUNWAY VIDEOS AND GALLERIES IN 3D
SOFTWARE DEVELOPERS
tRENDY TIPS AND SALES ALERTS
ARCHIVES OF DESIGNER COLLECTION BY SEASON AND FASHION MAGAZINE ARTICELS
ITEM FINDER
FASHION TREND ANALYSIS BY CATEGORIES
CH pHONE APPLICATION FOR IOS, BLACKBERRY, ANDROID, NEXUS; WWW.LAMODE3D. COM EMAIL, TXT, PHONE ALL APP FEATURES AVAILABLE IN MULTIPLE LANGUAGES
CS
Partners not customers; Good partnership with them, especially the very popular fashion bloggers and journalists will increase our popularity and drive in customers
FASHION DESIGNERS FASHION MAGAZINES FASHION BLOGGERS FASHION JOURNALISTS fashion students
By providing this resource as a service instead to fashion retail house, fashion designers and fashion magazines, we are reducing costs, as it will be provided on request and increasing potetial chance of making revenue of it.
SOCCER MOMS WORKING CLASS FASHION RETAILERS FASHION STYLISTS FASHION PHOTOGRAPHERS UPCOMING DESIGNERS FROM ALL OVER THE WORLD
•
Connect, Engage and facilitate next generation of lifestyle customers • Premium subscription ($1500/6 months • Seasonal Webinars for professionals ($500) • Fashion photographers (they come as a package deal with fashion magazines
24/7 CUSTOMER SERVICE VIA CHAT AND PHONE
C$
R$
mARKETING AND PUBLIC RELATIONS
PREMUIM SUBSCRIPTIONS FOR $1500/6 MONTHS
SOFTWARE DEVELOPMENT AND APPLICATION
SEASONAL WEBINARS FOR PROFESSIONALS ($500 A TICKET)
3D CONTENT CREATION AND DEVELOPMENT
TARGETED ADS
DEVELOPMENT AND MAINTENANCE
PROFESSIONAL DESIGNER, STYLISTS AND MAGAZINE PUBLISHING FEE pARTNERSHIPS WITH ONLINE AND BRICK AND MORTAR RETAIL STORES
ELIMINATE
REDUCE
• • •
RAISE Personal virtual shopping assistant Available in different languages
CREATE
Item find - allow users to capture or post picture of item to receive item information such as designer, fabric, as well as a personalized find feature which finds the items or similar items based on price, designer, retail store, in closest locations near user • Tiered membership (Basic, Platinum, preferred, gold) with different price points, which will have different features available • Customize clothes - change color, length or pattern, order from designer
These two products will be changed to services to be rendered upon request of customer. Target audience will be fashion houses/designers, fashion retailers, fashion journalists, fashion magazines.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
New Business Model KP
KA
VP
INFRASTRUCTURE RESEARCHA AND DEVELOPMENT
Connect, engage and facilitate next generation life style customers
nETWORK WITH INDUSTRY PROFESSIONALS
One stop stylish mobile sna
FREE VIRTUAL SHOPPING
LA-Collection: Browse and shop items by collection
AVAILABLE IN DIFFERENT LANGUAGES
Try on clothes virtually with your own avatar
pERSONALIZED TREND TIPS AND ALERTS
SERVICE INNOVATION AND MANAGEMENT
FAshion magazines including vogue, gq, the runway fashion retail stores
3D INNOVATION DEVELOPMENT AND MANAGEMENT USER ACQUISITION AND RETENTION
fashion tv existing social networks
KR pARTNERSHIPS
design consultants fashion bloggers and journalists
TREND ARTICLES, REPORTS AND ANALYSIS MOBILE AND ONLINE NETWORK SOFTWARE DEVELOPERS ARCHIVES OF DESIGNER COLLECTION BY SEASON AND FASHION MAGAZINE ARTICELS
CR
SHOP-IT-UP WITH OUR VIRTUAL SHOPPING MALLS WITH IN-BUILT LOCATION SERVICES HAVE YOUR OWN PERSONAL SHOPPING ASSISTANT SUGGEST CLOTHING, SHOES AND ACCESSORIES FOR YOU BASED ON YOUR TASTE AND PREFERENCES Follow famous, local and upand-coming fashion designersand their collection LA MODE NEWS: GET ALL THE LASTEST FASHION NEWS AND GOSSIP
CS
FASHION TREND ANALYSIS BY CATEGORIES
ITEM FINDER
FASHION BLOGGERS FASHION JOURNALISTS
SOCCER MOMS
pHONE APPLICATION FOR IOS, BLACKBERRY, ANDROID, NEXUS; WWW.LAMODE3D. COM
ALL APP FEATURES AVAILABLE IN MULTIPLE LANGUAGES
tRENDY TIPS AND SALES ALERTS
FASHION MAGAZINES
fashion students
CH
EMAIL, TXT, PHONE
vIEW RUNWAY VIDEOS AND GALLERIES IN 3D
FASHION DESIGNERS
WORKING CLASS FASHION RETAILERS FASHION STYLISTS FASHION PHOTOGRAPHERS UPCOMING DESIGNERS FROM ALL OVER THE WORLD
24/7 CUSTOMER SERVICE VIA CHAT AND PHONE
C$
R$
mARKETING AND PUBLIC RELATIONS
PREMUIM SUBSCRIPTIONS FOR $1500/6 MONTHS
SOFTWARE DEVELOPMENT AND APPLICATION
SEASONAL WEBINARS FOR PROFESSIONALS ($500 A TICKET)
3D CONTENT CREATION AND DEVELOPMENT
TARGETED ADS
DEVELOPMENT AND MAINTENANCE
PROFESSIONAL DESIGNER, STYLISTS AND MAGAZINE PUBLISHING FEE pARTNERSHIPS WITH ONLINE AND BRICK AND MORTAR RETAIL STORES
KP
KA INFRASTRUCTURE RESEARCHA AND DEVELOPMENT SERVICE INNOVATION AND MANAGEMENT
FAshion magazines including vogue, gq, the runway fashion retail stores
3D INNOVATION DEVELOPMENT AND MANAGEMENT USER ACQUISITION AND RETENTION
fashion tv existing social networks
KR pARTNERSHIPS
design consultants fashion bloggers and journalists
TREND ARTICLES, REPORTS AND ANALYSIS MOBILE AND ONLINE NETWORK SOFTWARE DEVELOPERS ARCHIVES OF DESIGNER COLLECTION BY SEASON AND FASHION MAGAZINE ARTICELS
VP
CR
CS
One stop stylish mobile sna
nETWORK WITH INDUSTRY PROFESSIONALS
LA-Collection: Browse and shop items by collection
FREE VIRTUAL SHOPPING
Try on clothes virtually with your own avatar SHOP-IT-UP WITH OUR VIRTUAL SHOPPING MALLS WITH IN-BUILT LOCATION SERVICES HAVE YOUR OWN PERSONAL SHOPPING ASSISTANT SUGGEST CLOTHING, SHOES AND ACCESSORIES FOR YOU BASED ON YOUR TASTE AND PREFERENCES Follow famous, local and up-and-coming fashion designersand their collection LA MODE NEWS: GET ALL THE LASTEST FASHION NEWS AND GOSSIP vIEW RUNWAY VIDEOS AND GALLERIES IN 3D tRENDY TIPS AND SALES ALERTS
AVAILABLE IN DIFFERENT LANGUAGES pERSONALIZED TREND TIPS AND ALERTS FASHION TREND ANALYSIS BY CATEGORIES
FASHION DESIGNERS FASHION MAGAZINES
Gold
FASHION BLOGGERS FASHION JOURNALISTS fashion students
CH
SOCCER MOMS
pHONE APPLICATION FOR IOS, BLACKBERRY, ANDROID, NEXUS; WWW.LAMODE3D. COM EMAIL, TXT, PHONE ALL APP FEATURES AVAILABLE IN MULTIPLE LANGUAGES
WORKING CLASS FASHION RETAILERS FASHION STYLISTS UPCOMING DESIGNERS FROM ALL OVER THE WORLD
Platinum
24/7 CUSTOMER SERVICE VIA CHAT AND PHONE
ITEM FINDER
C$
Preferred
R$
mARKETING AND PUBLIC RELATIONS TARGETED ADS SOFTWARE DEVELOPMENT AND APPLICATION PROFESSIONAL DESIGNER, STYLISTS AND MAGAZINE PUBLISHING FEE 3D CONTENT CREATION AND DEVELOPMENT pARTNERSHIPS WITH ONLINE AND BRICK AND MORTAR RETAIL STORES DEVELOPMENT AND MAINTENANCE
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
With our new business model, we believe we have a sold brand with which to attract our customers. Our app, created on a strong business model, has been designed to provide our consumers with the best aesthetically pleasing virtual fashion experience.
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Video Pitch
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Commercial
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
GANTT CHART
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner
Design Innovation Development and Marketing Strategies — DMGT-720-OL
Group 3: Ruth Dorancy | Sonia Ghazali | Stephen Turner