All saints Perception

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T h o m a s Ry a n

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PERCEPTION

ALLSAINTS


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THE BRIEF “a design concept for a new AllSaints mobile app, that encapsulates the AllSaints continual process of flexibility and reactivity to further adapt their online store� (AllSaints, 2015)

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CONTENTS Int ro du c t i on L e at h e r Ja c k e t In t h e Me d i a Ma r k e t O v e r v i e w C on s u m e r Ha bit s of P u rc h a s e + C on s u m e r A rc h e t y p e s C on s u m e r Ne e d s E m e r g i n g Tre n d B i g Id e a C on s u m e r : C on s c i ou s C o l l e c t i v e s T h e C on c e pt F i n d y ou r Pe r f e c t L e at h e r 1 0 C om m a n d m e nt s D i s c ov e r Wi s h l i s t C a mp a i g n : D i s c ov e r Futu re : C on c lu d e L i s t of I l lu s t r at i on s R e f e re n c e s B i b l i o g r ap hy App e n d i x

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AllSaints have a digital mindset and an innovative

‘I think whatever we we do in traditional AllSaints fashion we want to make sure we’re doing stuff that other brands aren’t doing’, approach,

(O’ Neil, 2016), something that has been emulated in the design concept proposed in this report, for a new app. A concept that moulds to the consumer and becomes an extension of the AllSaints experience, flaunting their reactive and flexible nature with the use of facial recognition technology to provide advice and personal recommendations. With a focus being to engage the user, with the opportunity to expand upon the existing AllSaints consumer.

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LEATHER What makes AllSaints so different is the premium yet personable experience they give to each and every consumer. A particular focus being the

leather jacket is timeless, ageless and the ultimate investment buy’ (Walker, 2016). In the Nottingham ‘AllSaints leather Jacket’. ‘The

store there is a leather consultation area to make customers feel comfortable with paying premium price, every week a leather jacket is on the best sellers list and emphasis is made by stylist to pledge to sell a leather a day. The leather consultation area is to make customers feel as if they are receiving a personal in store experience, something that the brand strives to achieve. With leathers being a focal point in store (through sales and visual merchandising), we wanted to ensure this was maintained through the focus of the app.

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IN THE MEDIA ‘the perfect antidote to dressy evening looks and essential for weekend wardrobes that need a flash of character’ An

AllSaints

Leather Jacket is

(The Telegraph, 2016). Known for their high quality jackets, All Saints pride themselves on the universal outreach that their leathers have. Seen on celebrities and bloggers around the world with a simple search of the #itsuptoyou hashtag on Instagram, AllSaints latest campaign to share your personal AllSaints look. This campaign is a step in a new direction for AllSaints giving them a new personal feel to the brand and their social media accounts as well as allowing customers to be featured on the brands website.

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PRICE COMPARISON Acne Studios Mock Peach - £1,050 AllSaints Wyatt Biker Jacket - £298 Balenciaga Leather Biker Jacket - £1,915

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MARKET OVERVIEW Appealing to its consumers through the premium mind set of the brand, the AllSaints leather is a cheaper alternative to similar styles with the same quality of leather. The seasonal colours of burnt orange, pale pink and light blue can be seen in other bands like Balenciaga, Acne and Saint Laurent. Consumers can add a pop of colour to their summer wardrobe through a pale pink alternative seen in AllSaints for half the price. Being grouped with these as their competitors makes the brand more appealing for the consumer and solidifies AllSaints as the place to go for a premium feel leather.

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CONSUMER PURCHASE

HABITS

OF

Leather jacket consumers are universal, purchase can range from an 18th Birthday Present to a pay day treat. Purchasing a leather in store gives you a personalised service through interaction with stylists who educate and advise customers on the perfect size, shape and style for them (See Appendix). Getting a leather is not just about the look but the inspiration it can give you to transcend from day to night. A personal leather consultation educates consumers on the origin, fabric texture, sizing recommendations, the dying process and provides outfit suggestions to complete your leather look. CONSUMER ARCHETYPES: Corporate Creatives Aspirational Artist Diligent Director

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CONSUMER INSIGHT Personal Experiences, and Advice are key to with the AllSaints

Interaction resonating consumer.

CASE STUDIES

CONSUMER NEEDS of options being really beneficial’ (Harris in Bogle, 2015). This

Insights from consumer research saw they wanted personalisation, interaction and advice from a brand, leading to the exploration into LS:N Global’s trend for 2017, Mood Retail. A key trend that see’s brands beginning to capture emotional data to make personalised recommendations. A trend that could be implemented into the app enabling it to understand and read the user letting their mood inspire what they purchase. Utilising the users mood is a way to completely mould the app around the consumer, making the app reactive and completely personal to each individual. These two brands are examples of taking the trend, mood retail, and applying it to help consumers whilst also engaging and interacting with their respective brands, effectively tapping into the consumers wants and needs. The design concept for a new AllSaints app should take inspiration to accommodate the growing need for brands to use technology in providing personal advice as well as interacting with the user.

installation was coined as “Tinder for T- shirts” by Australian comedian and writer Benjamin Law, and became the topic of conversation on Twitter on the day of the launch, gaining the brand an increase in mentions earning media coverage on social media.

LUSH

High- street skincare and beauty brand Lush, recently launched an app which allows the user to shop via feelings. This app ditches the hard sell and has replaced it with something fun and light,

‘Giving our fans the option to shop by feeling really does emulate the sense of being in store’ (Halls, 2016). The app enables consumers to browse, explore and purchase fresh Lush products, and is helping to bridge the gap between retail and digital, they are aiding the buyer’s experience by capturing their in store essence and replicating it in the design for the app.

UNIQLO UMOOD

Fashion retailer, Uniqlo aim to reduce the stress of choice by introducing an installation which uses neuroscience to help match customers’ moods to the perfect t-shirt. It required in- store visitors to wear an EGG headset, that used a single sensor to measure brain activity, as people watch

TOPSHOP’S QUIZ

STYLE

The Topshop Style Quiz was launched on their website and asked the user a number of different questions, in order to recommend a certain style tribe that suited the user, along with select pieces from their current range. Aimed to inspire and offer advise as a personal styling tool, all the while subtly driving additional revenue.

‘We know consumers want lots of choice, but when we give them lots of choice people actually have trouble making decisions…I see a tool that helps narrow the range video clips that represent up to 10 moods.

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EMERGING TREND There has been an evident trend emerging with the use of facial recognition technology. MSQRD is a face-swapping app that was launched earlier this year and has since been purchased by Facebook (Vincent, 2016). This shows that the popular social network has noticed the rising trend and that it would be ignorant of them to not jump onto this hype, even more so since they reportedly attempted to buy snapchat and declined a $3 Billion offer (Fiegerman, 2014). Amongst the hype of this time of technology, Snapchat remain to be at the top of their game since adding the option of lenses into their selfies app, adding animation. This feature became apparent to the public after a rising app ‘Looksery’, launched through kickstarter, disappeared from the App Store. Snapchat since confirmed that they had purchased the app since they were the only app with the technology to create facial modification through live video. This move was taken as a result of Snapchat’s young user base, and having to constantly reinvent itself in order to hold the attention of its users, keeping it fresh (Costine, 2015).

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Launching an app that combines personalisation and digital technology, to provide inspiration and advice, enhancing the AllSaints experience.

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TARGET CONSUMER: CONCIOUS COLLECTIVE The Conscious Collective consumer is self aware and digitally minded. It’s a consumer group made up for our three consumer archetypes derived through ethnography in store. We recognised that all three consumer groups have fast paced lifestyle in common, they are a group that strive to be individual as they enter the working world, after recently graduating. However, they don’t let their social life suffer as they rush to meet friends at the nearest bar. With such a fast- paced lifestyle and the need to dress appropriately for day and night, they seek a transitional item to take them through. With the allowance of a new job aspirational items like the AllSaints leather jacket are now accessible.

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Fig 38. AllSaints. (2016) Location scouting in Aoyama, Tokyo


Discover your Perfect Leather

10 Commandments

Discover

The Concept: Introduction to the Four Sections The word Perception means, the ability to see, hear or become aware of something through senses. This is how the function of the app will work and through this we have decided to use this word as the name of the app. The app will stand alone from the brand of AllSaints as the consumer needs to be enabled to discover the app for themselves in order to follow the promotional campaign consensus. The app itself consists of four main sections. The ‘Discover Your Perfect Leather’ section will enable users to source the jacket that suits their personality through the use of emotional recognition technology. The ‘Discover’ section enables consumers to live the AllSaints lifestyle through recommendations of the best bars, club and exhibitions to go to. The ‘10 Commandments’ section is where AllSaints themselves provide recommendations for that week. Finally the ‘Wishlist’ section is linked with the AllSaints website itself and consumers personal profiles of what they have personally chosen to save for a later date.

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Wishlist


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Discover your Perfect Leather “People are browsing their feeds faster than ever, giving brands less than a second to make an impression” (Jordan, 2016). The moment the app opens it will take you straight to the ‘find our perfect leather’ prompting the user to turn their screen landscape. Using emotion recognition technology the app will show you a series of videos that each represent a different attribute of every leather jacket. As the series of short clips play, the camera will detect the slightest movements in your face around your eyes and mouth detecting which images you find most interesting and exciting using emotional recognition technology the app will personally pick a leather suited for you based around which images excited you the most. A gaming aspects makes the idea of choosing your new leather fun and provides a service that can be easily replicated into the new focus of the season. It also makes the process of choosing to buy a leather jacket at a high price feel as if it’s a lot deeper than just for the price or branded name. This part of the app can also be incorporated into the in store environment taking your answer to a stylist for a further leather consultation. This process has never been seen within the fashion industry before but has since be used within The Bentley Inspirator app, determining your perfect Bentley through emotional recognition technology.

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10 COMMANDMENTS The 10 Commandment section is a selection of items that AllSaints have picked as their top must haves for the season. The items will compliment a leather jacket as to link to the ‘Find your Perfect Leather’ section on the app, but will also inspire the user to browse a curated edit that they may not have considered before. This section offers advice and is also a chance to further expand the online store in subtly promoting a select amount of items to drive additional revenue. R o k a Wi l l o w D r e s s ( B l a c k ) £188.00 BUY

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ADD TO WISHLIST


DISCOVER: PERISCOPE Periscope is a mobile live-streaming app that lets users shoot and broadcast video to their followers in real time. Launched in 2014, the app has since been purchased by Twitter, enabling the app to take advantage of Twitter social graphs (tech crunch, 2015). Periscope enables its users to discover live video from across the globe, making it so that you can seamlessly watch ‘a peaceful wander across the beaches of Cornwall to a protest in Egypt’ (Williams, 2015). The app itself plays on the curiosity of its users through brands such as H&M previewing their H&M X Balmain collaboration through the app, notoriously advertising the apps usage with the brand across all social media and H&M’s own website, inviting consumers to join the event and creating further awareness of what the app has to offer and how new users can be involved too through having a simple step by step guide of the basics of Periscope (H&M, 2015).

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WISHLIST The ‘Wishlist’ has a similar design to the ’10 Commandments’ section on the app. Users are able to view their own wishlist linked to their original AllSaints account via the app, becoming integrated into the already established online site. One of the insights from consumer research stated that, ‘one of my favourite features on the ASOS app is the ‘Saved’ section…because I always find something that I really want when I have no money to spend’ (George, 2016). A wishlist is something that is frequently used by the Conscious Collective consumer, and is a section that is familiar but essential, as they can save items via the website but purchase on-the-go at a later date with the allowance of the new app.

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THIS WEEK IN NOTTINGHAM

D AT E N I G H T

EXHIBITIONS

LOADING YOUR MAP VIEW

...

THIS WEEK

CATEGORIES

MAP VIEW

LIVE MUSIC

NIGHTS OUT

OPEN AIR

POP UPS

CATEGORIES

THIS WEEK

MAP VIEW

THIS WEEK

CATEGORIES

MAP VIEW

THEME: DISCOVER Through using the conscious collective consumer group; a young professional and evidently hard working through enabling themselves to have a disposable income, the aim is to harness their intelligence and curiosity to create an interactive and immersive platform, to match up with their lifestyle. The consensus of the apps existence and the theme of directly targeting this specific group is to discover. Discover AllSaints, discover your perfect leather, and discover your AllSaints lifestyle. The point in this concept is to create a tailored and personalized experience, to find the leather that fits your personality and then to discover the places you should take it out to, as a ‘leather jacket is the ultimate investment buy’ (Telegraph, 2016), and when someone spends a large sum of money on an item, you want to be noticed, and through this app, AllSaints provide the experience consumers want, they want to be seen, and what’s better than to be seen within the places that are chosen by those who truly care about clothes. AllSaints isn’t a boring a brand, and it doesn’t want its consumers to be boring either, keeping them socially active in the right places.

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GUERILLA MARKETING The first aspect of the Route to Consumer Guerilla Marketing is a creative and innovative way of getting close to your consumer without becoming overpowering into their personal lives. The idea of stickers fits well with the ‘Discover’ theme, allowing consumers to discover the sticker causing ambiguity. The stickers will be placed around cultural hubs in the discover section as well as public transport catching our conscious collective on their route to work. The stickers will also be used within the store environment to promote the app such as through ‘Point of Sale’ (POS). This is the process of placing promotional attributes around the store in places such as around the hanger of a leather jacket or window stickers. The sticker will be incorporated into both of these as a leather rail clip on and an illustration window sticker giving the illusion of the mannequin wearing the sketched jacket. A guerrilla marketing campaign resonates well with the consumer It is low in cost but high in impact. Website Reddit has spent a totoal of $500 on advertising by using a sticker campaign they now have over 35 million unique users worldwide (Willoby, 2014).

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OUTDOOR ADVERTISING Running parallel to the elusive sticker campaign to provide an answer, outdoor marketing will be implemented across all modes of public transport, to target the Conscious Collective consumer on their journey to work, ‘the commute is becoming a ‘third place’ where brands can reach out and engage consumers’ (Mintel, 2015). It provides the ability for consumers to connect instantly with AllSaints on their mobile device after seeing the message. They will be in a digital format, where allowed, and will promote the new app in a simple and clear way to translate the message, within seconds of seeing the image. Outdoor marketing is an unusual outreach for AllSaints, but also necessary to expand upon their existing consumer base, as it does not require the consumer to do anything to access it.

FUNCTION The primary function of the website is a way for existing consumers to discover the campaign consensus and raise the consumers curiosity to discover about the app itself. The website will also provide a service to new consumers as a platform that they would be directed to through social media, showing also their curiosity to discover more.

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INSTAGRAM Consumer research saw that Instagram was the most used social media platform, with 85% suggesting it was their favourite app, we wanted to harness this insight and use it in promoting the apps launch. The post will coincide with the outdoor promotions in announcing the app, with a link directing people over to the app store to download. It will be in gif format to show highlights of the apps look, and will purposefully keep features a secret to add intrigue and curiosity.

E-MAIL The email newsletter subscription is prominent on the AllSaints website as well as offered as an option at the till point. Collecting an email address in store ensures that everyone on the mailing list has previously made a purchase. An email advertising the app will be sent out to existing consumers as not to segregate them from the conscious collective consumer.

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FUTURE Success of the app will become evident through the amount of conversation that is talked about through social media such as Instagram and the amount of likes and comments on the AllSaints page, as well as the possible increase in activity on the AllSaints website itself, through consumers looking to find out more about the consensus through the hype and ambiguity of the campaign. The theme is discover, so what is expected is that consumers look to discover more about the app through multiple platforms that then drive users to the next stage of downloading the app.

that aren’t being directly targeted. On the other hand the campaign has the opportunity to bring in new consumers and enhance those existing ones that it within the campaign criteria through directly pinpointing them on their way to work and through relevant social media such as Instagram. The app itself has the opportunity to captivate consumers through installing AllSaints within their lifestyles and expanding upon their ideologies of wanting to look and feel good at all times and having a jacket that matches their personality and an immersive experience that enhances the way they shop and their own social life. The app has the possibility to be picked up and dropped within any global location as the brand grows, which is why universal symbols have been used throughout so that it has a simplistic use worldwide. Symbols can also be added to the main menu to integrate campaigns so that whatever is being promoted at the time can also have a focal point within the app. The app has the ability to transition each season, turning the promotional aspect of the ‘Discover Your Perfect Leather’ into find your ‘AllSaints Look’, making it so that the initial gamification of the app still has a primary function once users have used the service.

The main aim of the campaign would’ve been met through the initial theme and the consumer’s natural curiosity. The potential for the app to increase revenue for the brand is highly likely, through basing the apps promotional concept around the number one selling item for the brand; the leather jacket, as well as for seasonal items to style the jacket with, as consumers are enabled to enjoy the fact that the jacket itself is a transitional item. What is important is to recognize the longevity of the campaign. There is a strong risk that the modernized look for AllSaints and directly targeting younger consumers, could lose out on existing consumers

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ILLUSTRATIONS FIG 1: AllSaints (2016) Street Casting [Photography]. Available at: https://s-media-cache-ak0.pinimg.com/ originals/2f/11/af/2f11af88ad81779d0610b7934ca44c81.jpg (Accessed: 23 May 2016). FIG 2: AllSaints (2016) Model looks backstage [Photography]. Available at: https://s-media-cache-ak0.pinimg.com/originals/75/c8/0e/75c80e81160f0b15f6859ef724ff02b8.jpg (Accessed: 23 May 2016). FIG 3: AllSaints (2016) Homepage Image [Photography]. Available at: http://images.allsaints.com/static/900/ Homepage-Holidayshop-hero-WW.jpg (Accessed: 23 May 2016). FIG 4: AllSaints (2016) HomePage image guy [Photography]. Available at: http://images.allsaints.com/static/900/Homepage-Holidayshop-Hero-MW-Retouched.jpg (Accessed: 23 May 2016). FIG 5: AllSaints (2016) allsaintsliveBehind the scenes featuring the best selling Fuyugi Shirt [Photography]. Available at: https://www.instagram.com/p/BET8BjjGzqy/?taken-by=allsaintslive (Accessed: 23 May 2016). FIG 6: Vogue (2016) Palm Trees [Photography]. Available at: http://4.bp.blogspot.com/-zsXtwdFhNAs/U4iTVdnuytI/AAAAAAAAHdM/0SDP7KkUBMY/s1600/12.jpg (Accessed: 23 May 2016). FIG 7: AllSaints (2016) Casting on the streets of Harajuku for the AllSaints [Photography]. Available at: https://s-media-cache-ak0.pinimg.com/originals/78/65/5e/78655e4ab96be7a957f155fa2f162e98.jpg (Accessed: 23 May 2016). FIG 8: AllSaints (2016) ALLSAINTS USA its up to you [Photography]. Available at: http://www.us.allsaints. com/itsuptoyou/ (Accessed: 23 May 2016). FIG 9: AllSaints (2016) ALLSAINTS USA its up to you [Photography]. Available at: http://www.us.allsaints. com/itsuptoyou/ (Accessed: 23 May 2016). FIG 10: unknown (2016) Pink stairs [Photography]. Available at: https://s-media-cache-ak0.pinimg. com/564x/06/c1/50/06c1505fca2445bab681b8d285cdc598.jpg (Accessed: 23 May 2016). FIG 11: Ryan, T. (2016) Market Overview Mock-up [Graphic]. . FIG 12: Hockley Arts club (2016) Hockey Arts Club [Photography]. Available at: http://www.creativequarter. com/wp-content/uploads/2015/11/HAC.jpg (Accessed: 23 May 2016). FIG 13: LSN Global (2016) UNIQULO [Photography]. Available at: http://interactivadigital.com/uploads/2015/11/uniqlo-umood-1-122417.jpg (Accessed: 23 May 2016). FIG 14: FASHION ATLAS (2016) Blue Sky [Photography]. Available at: http://thefashionatlas.com/wp-content/uploads/2015/06/architecture-pastel.jpg (Accessed: 23 May 2016). FIG 15: AllSaints (2016) T-shirt image [Photography]. Available at: http://images.allsaints.com/static/320/ Homepage-Holidayshop-bottom-right-MW.jpg (Accessed: 23 May 2016). FIG 16: Ryan, T. (2016) DISCOVER MOCK UP [Graphic]. . FIG 17: AllSaints (2016) ALLSAINTS: Def in Venice, photography & video in LA [Photography]. Available at: http://www.allsaints.com/collections/biker-portraits/part-3/ (Accessed: 23 May 2016). 44


FIG 18: AllSaints (2016) Location scouting against the industrial fabric of Aoyama. [Photography]. Available at: https://s-media-cache-ak0.pinimg.com/originals/65/a4/a7/65a4a7540fb4fca87ef11e176557c40b.jpg (Accessed: 23 May 2016). FIG 19: Dobbins, S. (2016) app Menu mock up [Graphic]. FIG 20: AllSaints (2016) The bestselling Balfern Biker, a must have for every wardrobe [Photography]. Available at: https://www.instagram.com/p/_etaqNmzgW/?taken-by=allsaintslive (Accessed: 23 May 2016). FIG 21: Ryan, T. (2016) FIND YOUR PERFECT LEATHER MOCK UP [Graphic]. . FIG 22: Ryan, T. (2016) FIND YOUR PERFECT LEATHER MOCK UP 2 [Graphic]. . FIG 23: Ryan, T. (2016) FIND YOUR PERFECT LEATHER MOCK UP 3 [Graphic]. . FIG 24: AllSaints (2016) http://www.allsaints.com/women/leather_jackets/allsaints-wyatt-zip-biker/?colour=4184&category=25 [Photography]. Available at: http://www.allsaints.com/women/coats/allsaints-elio-bomber-parka-wo017g/?colour=200&category=490 (Accessed: 23 May 2016). FIG 25: AllSaints (2016) Mens Varberg bomber jacket (Dusty Pink) [Photography]. Available at: http://www. allsaints.com/men/jackets/allsaints-varberg-bomber/?colour=200&category=489 (Accessed: 23 May 2016). FIG 26: Dobbins, S. (2016) 10 Commandments app mock up [Graphic]. . FIG 27: Periscope (2016) Periscope [Graphic]. Available at: http://techonline4u.org/wp-content/up loads/2016/03/mobile-apps.jpg (Accessed: 2016). FIG 28: AllSaints (2016) Mens Fuyugi short sleeve shirt (INK NAVY) [Photography]. Available at: http:// www.allsaints.com/men/shirts/allsaints-fuyugi-ss-shirt/?colour=4201&category= (Accessed: 23 May 2016). FIG 29: AllSaints (2016) Lookbook Look 6: The Minami Crew [Photography]. Available at: http://www.allsaints.com/men/knitwear/allsaints-minami-ss-crew/?colour=811&category= (Accessed: 2016). FIG 30: Dobbins, S. (2016) Wishlist Mock up [Graphic]. . FIG 31: Dobbins, S. (2016) Discover app mock up [graphic]. . FIG 32: Dobbins, S. (2016) Discover app mock up 2 [Graphic]. . FIG 33: Dobbins, S. (2016) Discover app mock up 3 [Graphic]. . FIG 34: Dobbins, S. (2016) Discover app mock up 4 [Graphic]. . FIG 35: Dobbins, S. (2016) Discover app mock up 5 [Graphic]. . FIG 36: Dobbins, S. (2016) Discover app mock up 6 [Graphic]. . FIG 37: Dobbins, S. (2016) Discover app mock up 7 [Graphic]. . FIG 38: AllSaints (2016) GHOST TOWN. Behind the scenes on our May lookbook shoot. 1y [Photography]. Available at: ALLSAINTS.COM (Accessed: 2016). FIG 39: AllSaints (2016) Homepage Image [Photography]. Available at: http://images.allsaints.com/stat45


ic/900/Homepage-Holidayshop-Hero-MW-Retouched.jpg (Accessed: 2016). FIG 40: Unknown (2016) Pink concrete 2 [Photography]. Available at: http://media-cache-ec7.pinterest.com/ upload/422281185182987_xWpy0WRq_f.jpg (Accessed: 23 May 2016). FIG 41: Ryan, T. (2016) Store VM mock up [Graphic]. . FIG 42: Mitchum, O. (2016) Illustration of man [graphic]. . FIG 43: Mitcham, O. (2016) Illustration of woman [Graphic]. . FIG 44: AllSaints (2016) DTN LA. Behind the scenes on our May lookbook shoot. [Photography]. Available at: http://www.allsaints.com (Accessed: 2016). FIG 45: Ryan, T. (2016) Tube escalator mock up [graphic]. . FIG 46: Quintela, D. (2016) CHRONOS’ opposes ‘KAIROS [Photography]. Available at: http://www.archdaily.com/391261/kairos-joao-quintela-tim-simon/ (Accessed: 2016). FIG 47: Ryan, T. (2016) Instagram mock up [graphic]. . FIG 48: Howells, S. (2016) Email mock up [Graphic]. . FIG 49: AllSaints (2016) AllSaints Men’s May Lookbook Look 7: Tallis Trousers, Juno Boot [Photography]. Available at: http://www.allsaints.com/men/footwear/allsaints-juno-boot/?colour=5&category=489 (Accessed: 2016). FIG 50: AllSaints (2016) AllSaints Men’s May Lookbook Look 2: Faxley Crew T-shirt, Tsuru Short Sleeve Shirt, Kahawa Leather Biker, Tallis Trouser, Juno Boot [Photography]. Available at: http://www.allsaints.com/ men/trousers/allsaints-tallis-trouser-mm003j/?colour=3968&category=489 (Accessed: 2016).

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REFERENCES Bogle, A. (2015) Uniqlo is using neuroscience to help you find the perfect shirt [online] MashableUK. Available via: http://mashable.com/2015/10/06/uniqlo-neuroscience-australia-tshirts/#cZQTWTyrs5qt [Accessed 14 May 2016] Buchanan, V. (2016) Preview: Mood Retail [online] LS:N Global. Available via: https://www.lsnglobal.com/ seed/article/19115/preview-mood-retail [Accessed 13 May 2016] Costine, J. (2015) Snapchat looksery Snapchat Acquires Looksery To Power Its Animated Lenses. Available at: http://techcrunch.com/2015/09/15/snapchat-looksery/ (Accessed: 20 May 2016). Fiegerman, S. (2014) Snapchat CEO reveals why he rejected Facebook’s $3 Billion offer. Available at: http:// mashable.com/2014/01/06/snapchat-facebook-acquisition-2/ [Accessed: 20 May 2016]. George, W (2016) Conversation with Samantha Dobbin, Thomas Ryan and Sophie Howells, Student Union, Nottingham Trent University. 22 March 2016 Halls, B. (2016) Lush News: Cult Beauty Brand Goes Mobile [online] Mobile Marketing Watch. Available via: http://mobilemarketingwatch.com/lush-news-cult-beauty-brand-goes-mobile-66824/ [Accessed 13 May 2016] Hemsley, S. (2016) Why brand storytelling should be the foundation of a growth strategy [online] Marketing Week. Available via: http://www.marketingweek.com/2016/02/28/why-brand-storytelling-should-be-thefoundation-of-a-growth-strategy/ [Accessed 19 May 2016] H&M (2015) H&M life | inside H&M | get the inside scoop and the latest H&M news. Available at: https:// www.hm.com/us/life/culture/h-m-inside/2015/10/watch-the-balmain-x-hm-event-live-on-periscope [Accessed: 20 May 2016]. Jordan, A. (2016) Split-second impressions. Available at: https://www.lsnglobal.com/behaviours/article/18924/split-second-impressions (Accessed: 19 May 2016). Mintel. (2015) Mobile Phone and Tablet Apps - UK - October 2015 [report] Mintel. [Accessed 14 May 2016] O’Neil, S. (2016) In conversation: with Sophie Howells via Google Hangout. 18 February 2016 tech crunch (2015) Periscope. Available at: http://techcrunch.com/topic/company/periscope/ [Accessed: 20 May 2016]. The Telegraph (2016) 30 items that should be in your wardrobe by the time you’re 30. Available at: http:// www.telegraph.co.uk/fashion/shopping/30-items-that-should-be-in-your-wardrobe-by-the-time-youre-30/ bleeker-leather-biker-jacket-328-allsaints/ (Accessed: 19 May 2016). Vincent, J. (2016) Facebook buys face-swapping app MSQRD and its many selfie filters. Available at: http:// www.theverge.com/2016/3/9/11186094/facebook-masquerade-face-swapping-app-acquisition [Accessed: 20 May 2016]. Walker, H. (2016) How to wear a leather jacket without looking like Sarah Palin [online] The Times. Available via: http://www.thetimes.co.uk/tto/life/fashion/article4675014.ece [Accessed 19 May 2016] Williams, R. (2016) What is Twitter’s new Periscope app? Available at: http://www.telegraph.co.uk/technology/2015/12/010/what-is-twitters-new-periscope-app/ [Accessed: 20 May 2016]. 48


Willoby, S. (2014) How a Sticker Can Create Viral Interest in Your Company. Available at: https://www. linkedin.com/pulse/20140507215533-36532522-how-a-sticker-can-create-viral-interest-in-your-company (Accessed: 22 May 2016).

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Bibliography Al- Jorani, C. (2013) Microsoft Yarn and AllSaints in app solution [online] Vimeo. Available via: https:// vimeo.com/70869462 [Accessed 13 January 2016] Belinky, B. (2015) Sister act: meet AllSaints’ leather lovers [online] Dazed. Available via: http://www.dazeddigital.com/fashion/article/23329/1/sister-act-meet-allsaints-leather-lovers [Accessed 13 January 2016] Bogle, A. (2015) Uniqlo is using neuroscience to help you find the perfect shirt [online] MashableUK. Available via: http://mashable.com/2015/10/06/uniqlo-neuroscience-australia-tshirts/#cZQTWTyrs5qt [Accessed 14 May 2016] Buchanan, V. (2016) Preview: Mood Retail [online] LS:N Global. Available via: https://www.lsnglobal.com/ seed/article/19115/preview-mood-retail [Accessed 13 May 2016] Conlon, S. (2015) A New Era At AllSaints [online] Vogue. Available via: http://www.vogue.co.uk/ news/2015/07/23/all-saints-wil-beedle-creative-director-interview-new-bag-line [Accessed 12 November 2016] Costine, J. (2015) Snapchat looksery Snapchat Acquires Looksery To Power Its Animated Lenses. Available at: http://techcrunch.com/2015/09/15/snapchat-looksery/ (Accessed: 20 May 2016). Doran, S. (2014) How Burberry Does Digital [online] Luxury Society. Available via: http://luxurysociety.com/ articles/2014/01/how-burberry-does-digital [Accessed 13 January 2016] Drain, K. (2015) AllSaints to Debut Handbag Collection [online] Fashion Times. Available via: http://www. fashiontimes.com/articles/18855/20150225/allsaints-debut-handbag-collection.htm [Accessed 13 January 2016] Dredge, S. (2013) How fashion apps are looking forward on iPhone, iPad and Android [online] The Guardian. Available via: https://www.theguardian.com/technology/appsblog/2013/sep/13/fashion-apps-iphone-ipad-android [Accessed 13 January 2016] Ebrahimi, H. (2013) AllSaints chief on a mission to create brand in Asia and America [online] The Telegraph. Available via: http://www.telegraph.co.uk/finance/financetopics/profiles/9891094/AllSaints-chief-on-a-mission-to-create-brand-in-Asia-and-America.html [Accessed 12 November 2016] Elle Team. (2015) Watch the Sorrenti Siblings for AllSaints [online] Elle. Available via: http://www.elleuk. com/fashion/news/elle-exclusive-sorrenti-siblings-for-allsaints-nyfw [Accessed 17 November 2016] Fiegerman, S. (2014) Snapchat CEO reveals why he rejected Facebook’s $3 Billion offer. Available at: http:// mashable.com/2014/01/06/snapchat-facebook-acquisition-2/ [Accessed: 20 May 2016]. Halls, B. (2016) Lush News: Cult Beauty Brand Goes Mobile [online] Mobile Marketing Watch. Available via: http://mobilemarketingwatch.com/lush-news-cult-beauty-brand-goes-mobile-66824/ [Accessed 13 May 2016] Hemsley, S. (2016) Why brand storytelling should be the foundation of a growth strategy [online] Marketing Week. Available via: http://www.marketingweek.com/2016/02/28/why-brand-storytelling-should-be-thefoundation-of-a-growth-strategy/ [Accessed 19 May 2016] H&M (2015) H&M life | inside H&M | get the inside scoop and the latest H&M news. Available at: https:// www.hm.com/us/life/culture/h-m-inside/2015/10/watch-the-balmain-x-hm-event-live-on-periscope [Ac50


cessed: 20 May 2016]. Hounslea, T. (2015) The Drapers Interview: William Kim on spreading the AllSaints gospel [online] Drapers. Available via: http://www.drapersonline.com/people/the-drapers-interview/the-drapers-interview-williamkim-on-spreading-the-allsaints-gospel/7001890.fullarticle [Accessed 15 January 2016] Jordan, A. (2016) Split-second impressions. Available at: https://www.lsnglobal.com/behaviours/article/18924/split-second-impressions (Accessed: 19 May 2016). Kansara, V. A. (2015) Refinery29, Dazed and i-D Battle for Millennials [online] Business of Fashion. Available via: http://www.businessoffashion.com/articles/intelligence/refinery29-dazed-and-i-d-battle-for-millenials [Accessed 15 January 2016] Macleod, I. (2014) 28% of young people buy the majority of their clothes online, with 36% using shopping apps [online] The Drum. Available via: http://www.thedrum.com/news/2014/09/18/28-young-people-buymajority-their-clothes-online-36-using-shopping-apps [Accessed 12 January 2016] Mincer, J., Gershberg, M. and Pickering, J. (2015) Millennials Follow Uber with New Fashion Trading Model [online] Business of Fashion. Available via: http://www.businessoffashion.com/articles/news-analysis/millennials-follow-uber-with-new-fashion-trading-model [Accessed 13 January 2016] Mintel. (2015) Digital Trends Autumn, UK - September 2015 [report] Mintel [Accessed 12 January 2016] Mintel. (2016) Mobile Device Applications [report] Mintel [Accessed 12 January 2016] Mintel. (2015) Mobile Phone and Tablet Apps - UK - October 2015 [report] Mintel [Accessed 12 January 2016] Mintel. (2015) Online Retailing - UK - July 2015 [online] Mintel. Available via: http://academic.mintel.com/ display/743724/?highlight [Accessed 12 January 2016] Mintel. (2015) The Connected Consumer - UK - May 2015 [report] Mintel. [Accessed 15 January 2016] Mintel. (2014) Social and Media Networks - UK - May 2014 [online] Mintel. Available via: http://academic. mintel.com/display/704845/?highlight [Accessed 15 January 2016] tech crunch (2015) Periscope. Available at: http://techcrunch.com/topic/company/periscope/ [Accessed: 20 May 2016]. The Telegraph (2016) 30 items that should be in your wardrobe by the time you’re 30. Available at: http:// www.telegraph.co.uk/fashion/shopping/30-items-that-should-be-in-your-wardrobe-by-the-time-youre-30/ bleeker-leather-biker-jacket-328-allsaints/ (Accessed: 19 May 2016). Tiongson, J. (2015) Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps [online] Google. Available via: https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html [Accessed 12 November 2015] Vincent, J. (2016) Facebook buys face-swapping app MSQRD and its many selfie filters. Available at: http:// www.theverge.com/2016/3/9/11186094/facebook-masquerade-face-swapping-app-acquisition [Accessed: 20 May 2016]. Walker, H. (2016) How to wear a leather jacket without looking like Sarah Palin [online] The Times. Available via: http://www.thetimes.co.uk/tto/life/fashion/article4675014.ece [Accessed 19 May 2016] 51


WGSN. (2015) Extreme Engagement: Elevated Engagement [report] WGSN. [Accessed 13 January 2016] WGSN. (2015) 5 Shopping Apps to watch [report] WGSN [Accessed 14 January 2016] Williams, R. (2016) What is Twitter’s new Periscope app? Available at: http://www.telegraph.co.uk/technology/2015/12/010/what-is-twitters-new-periscope-app/ [Accessed: 20 May 2016]. Willoby, S. (2014) How a Sticker Can Create Viral Interest in Your Company. Available at: https://www. linkedin.com/pulse/20140507215533-36532522-how-a-sticker-can-create-viral-interest-in-your-company (Accessed: 22 May 2016).

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Tu to r i a l Re co rd Sh e et s

2 015 / 2 016

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57


58


59


60


61


62


63


64


Ch a p t e r Pl a n

Vi s u a l Re p o r t

Introduction (Samantha) - Outline the brief and brand - Leading into a gap for an app Market Overview (Sophie) - Brand in General Leather Jacket (Sophie) - Consultation - In the Media - Market Overview - Introduction to consumer through leather jackets Consumer Archetypes (Photoshoot - together) Consumer Needs (Case Studies) (Samantha) - Topshop Style Quiz - Uniqlo UMOOD - Lush Emerging Trend (Facial Recognition Technology) (Tom) - Microsoft Project Oxford - MSQRD - Snapchat Big Idea (together) Conscious Collective Consumer (target consumer) (Samantha) Introduction to App (Tom) Explanation of the 4 sections (Tom) - Find Your Perfect Leather (Bentley and Facial Recognition) (Sophie) - 10 Commandments (Samantha) - Discover (Tom) - Wishlist (Samantha) Intro to Route to Consumer - Explanation of ‘Discover’ as a campaign (Tom) Guerrilla Marketing (Case Study- Range Rover - (Cheater) (Sophie) Outdoor - Tubes (Commute) (Samantha) Website (Tom) Instagram (Samantha) Email (Sophie) Future/ Conclude (Tom)

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Te a m M in u t e Lo g

2 015 / 2 016

Monday 29 October - All Attended

Action taken: A list of tasks needed to get done - Add these sections to a mind map: - Tom: Collaborations with Dazed, The Viper Lounge - Samantha: Looking at models (Matthew Hitt, Drowners - Band) - Sophie: Music, Film, Style

Aims of meeting: Discuss the brief Discuss the brand and what we think about AllSaints initial thoughts Action taken: A list of tasks needed to get done - Set initial task to discuss next meeting and tutorial: - Tom: AllSaints current digital platforms (Google+) - Sophie: AllSaints the brand (In-store) - Sam: History/visuals of AllSaints

————————— Wednesday 25 November - All Attended Aims of meeting: Thinking about what we would want to see (using our age group) What apps can we look at? Periscope, ASOS and Lookbook Why did the original app fail? Big Idea development

——————— Thursday 5 November - All Attended Aims of meeting: Discuss findings What we already know about the brand? Visual codes, potential competitors

Action taken: A list of tasks needed to get done - Research into AllSaints original app - Big Idea mind map - Contacting Sean O’Neil to discuss ideas and gather insight into what they would want to see - Case Studies: - Tom: Periscope and locational services - Samantha: ASOS and Lookbook - Sophie: Writing questions to ask Sean O’Neil

Action taken: A list of tasks needed to get done - Mind map of insights we have already collected about the brand ———————— Thursday 12 November - All Attended Aims of meeting: Discuss insights learnt from first tutorial - visuals Going back to the brief- everything must relate Who is the consumer vs. who do AllSaints think their consumer is?

—————————Friday 15 January - All Attended Aims of meeting: Current app concepts - discuss our key findings from the case studies Sean O’Neil interview Discuss consumer profiles (layout)

Action taken: A list of tasks needed to get done - Rewrite the brief and pick out key words - Lay out visuals and spot trends, so we fully understand their brand recipe - Write interview questions to ask our consumer

Action taken: A list of tasks needed to get done - Transcript interview - Sophie pull out quotes - Start the presentation ready for Context

————————— Thursday 19 November - All Attended

—————————Monday 18 January - All Attended

Aims of meeting: Discuss the information we’ve collected whilst conducting secondary research Also what apps do we use, personally?

Aims of meeting: Focus on knowing our consumer Discuss key insights from primary and secondary research 66


Applying this to our big idea

————————Wednesday 10 February - All Attended

Action taken: A list of tasks needed to get done - Consumer interviews and editing the video content (on location: In- Store) - Primary research condensed down into key insight for presentation - Big Idea in one sentence (summed up) Big Idea - how to present it clearly - Confirming the order of presentation slides - ready for 20 January

Aims of meeting: Discuss findings Develop Big Idea Action taken: A list of tasks needed to get done - Develop our favourite and most relevant 3 big idea concepts - Looking into Mood Retail (LS:N Global Trend) - Emotional recognition is coming into trend - case studies (Bentley Inspirator) - Contact tutor to ask for feedback on our idea (using emotional recognition technology) ————————Wednesday 17 February - All Attended

—————————— Tuesday 19 January - All Attended Aims of meeting: Opinions on the look of presentation Action taken: A list of tasks needed to get done - Finishing the overall look and all the information on the presentation - Run through to iron out all the last minute changes.

Aims of meeting: Meeting with Tutor arranged Develop trend research Consumer Action taken: A list of tasks needed to get done - Case Studies found (Lush App, Bentley Inspirator and Uniqlo) - Consumer determined (mindmap)

—————Wednesday 20 January - All Attended Aims of meeting: Quick run through - Presentation at 2pm

————————Wednesday 24 February - All Attended

Action taken: A list of tasks needed to get done - Small changes made to presentation - Que cards

Aims of meeting: Big Idea needs to be developed further

———————— Wednesday 27 January - All Attended

Action taken: A list of tasks needed to get done - Big idea idea generation -organise a focus group and the questions asked (to see what the consumer wants)

Aims of meeting: Discuss feedback - how can we improve / change / develop Big Idea!!

————————Thursday 25 February - All Attended

Action taken: A list of tasks needed to get done - Transcript our feedback (Samantha) - Mindmap big idea (30 Ideas) (Feedback on original idea of a personal stylist weren’t positive) - Tom: App Trends (look for inspiration) - Sophie: Consumer feedback on ideas (in-store) - Samantha: Trends in digital (up and coming / relevant)

Aims of meeting: Completely ‘know’ our big idea Action taken: Comply a list of tasks needed to get done - Write our big idea in one sentence - Write our aims and purpose of the big idea

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————————Tuesday 1 March - All Attended

Action taken: A list of tasks needed to get done - Infographic made to show tutors our idea with the aid of a visual

Aims of meeting: Presentation

————————Thursday 7 April - All Attended

Action taken: A list of tasks needed to get done - Organise our slides and think about a structure

Aims of meeting: Discuss a plan for tomorrow Fill Sophie in on previous presentation and discussion with tutors

————————Wednesday 2 March - All Attended Aims of meeting: Presentation

Action taken: A list of tasks needed to get done - Mock ups - Consumer Archetypes (naming them) - Discuss Route to consumer (do some research in the evening)

Action taken: A list of tasks needed to get done - Dividing slides between the three of us - Making sure Context slides are finished

————————Friday 8 April - All Attended

————————Thursday 10 March - All Attended

Aims of meeting: To finish creative concept slides on presentation Mock ups for the app Mind map ways for the ‘Route to the consumer’ section

Aims of meeting: Presentation Action taken: A list of tasks needed to get done - Making sure the context slides lead to the big idea - Big Idea is articulated clearly

Action taken: A list of tasks needed to get done - All slides need to be fully completed - Mock ups were completed and integrated into the presentation - Route to consumer was left till after the initial presentation (as not to rush it)

————————Tuesday 15 March - All Attended Aims of meeting: Discuss big idea and how to visualise

————————Monday 11 April - All Attended Aims of meeting: Run through presentation a few times Presenting to Henry today (extension)

Action taken: A list of tasks needed to get done - Moodboard made to show the style - Colour Palette and guidelines - Overall make sure everyone is on the same page in terms of looks ————————-

Action taken: A list of tasks needed to get done - Making sure everyone is saying key insights and no one is repeating anything - Gain feedback on our presentation, with a focus on how we can progress

Tuesday 22 March - All Attended Aims of meeting: Discuss what we need to ask tutors tomorrow (not presenting till after Easter now) How to explain our big idea

————————Wednesday 20 April - All Attended Aims of meeting: 68


Go through feedback from the last presentation Begin to think about route to consumer

Aims of meeting: Route to Consumer Begin to put the final presentation together

Action taken: A list of tasks needed to get done - Improvements to make on the presentation - Idea generation for route to consumer

Action taken: A list of tasks needed to get done - Mock ups of our sticker campaign made up - Presentation slides organised

————————-

————————-

Monday 9 May - All Attended

Tuesday 17 May - All Attended

Aims of meeting: Begin to think about the visual report due in on the 23rd

Aims of meeting: Route to Consumer Begin to put the final presentation together

Action taken: A list of tasks needed to get done - Create a chapter plan that mirrors our presentation - Thinking about case studies

Action taken: A list of tasks needed to get done - Mock ups finalised - Stickers ordered for route to consumer (execution) ————————Thursday 18 May - All Attended

————————Tuesday 10 May - All Attended Aims of meeting: Visual Report - Chapter Plan review

Aims of meeting: Appendix

Action taken: A list of tasks needed to get done - Splitting of the chapters - Set a deadline for a day where we can edit and compile the writing ————————-

Action taken: A list of tasks needed to get done - Organising all our research -Putting together visuals and inspiration ————————Friday 19 May - All Attended

Wednesday 11 May - All Attended

Aims of meeting: Visual Report Writing

Aims of meeting: Meeting with Henry to discuss our route to consumer After feedback - we discussed out ‘Discover’ Theme of using stickers to market the app Booking travel down to London for our main presentation Splitting the Appendix up to start putting together our reports

Action taken: A list of tasks needed to get done - Edit writing and put together - Final touches to Appendix

Action taken: A list of tasks needed to get done - Route to Consumer was split into a marketing mIx - Appendix was listed and split evenly - Travel Booked so we have enough time to find it ————————Monday 16 May - All Attended 69


Re s e a rch M et h o d o l o g y

R ES EAR CH M ETH O D AND DESCR IPTIO N

Paper Survey - Three quick questions. Given to customers on the shop (Nottingham and Cardiff) DATE??

Ethnography - A way to quickly collect data about who entered the store (their age/gender/ were they alone or with friends) Consumer Research in the Nottingham store Consumer Interviews via Facebook.

Industry Interview with Sean O’Neil, Global Head of Digital Trading at AllSaints. Over a Google Hang out. DATE??

Focus Group - A more in- depth and natural conversation about our big idea - gaining consumer insight and feedback.

SA M PLE

25

n/a

2

n/a

6

PUR POS E

STR EN GTH S

Initial insight into the already established AllSaints consumer. We wanted to find out who they were and what their digital habits were, so which social media platform they prefer. As initial research.

It was quick and easy, and we directly targetted the AllSaints consumer by catching them in- store. Due to the number of questions we were able to have a large sample size which meant more data to manipulate and use as a platform to begin to form a big idea.

We wanted to know who shopped in AllSaints and what they gravitated too upon entering the store.

This was a simple and easy way to gather information and primary visuals of the Nottingham store. We also became aware that many of the customers asked the AllSaints Stylists questions and advice on what styles of leather jackets and cuts that they would mostly suit.

After researching our consumer we recognised the three types of consumer (consumer archetypes) and we wanted to pin point them further.

This interview helped in shaping our Conscious Collective consumer. Who they are and why they are the consumer AllSaints should be targetting.

To gain professional insights into the digital side of AllSaints. To also find out why their last app was taken down and to have more of an insight into the inner workings of AllSaints.

Trsuted insights and opinions into the digital side and what would work for the brand and what wouldn’t. Sparked idea’s and characteristics that should be included in the app that would compliment the brand.

A more in- depth conversation about our big idea - a way of testing our idea against our consumer and their needs.

A more interactive and natural conversation with a group of our target consumer. Feedback from the consumer is paramount in the development of our idea, and then adapting it so reflects the needs and wants.

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W EA K NES S ES

O UTCOM E

EFFECTIV ENES S O F R ES EAR CH M ETH O D

The questions were brief as to be quick and easy but they weren’t indepth enough to form a fully fledged big idea. Also, the brief has asked to expand upon an existing customer. So more primary research in terms of the customer needs to be done. (possible focus group)

The survey results concluded that Instagram is their preferred social media platform. - Visual. And another insight found was that people normally buy one item of clothing from AllSaints at one time- stating it was too expensive

It was our first initial form of primary research into the consumer, therefore the results led us to our next form of research. It gave us the insights to move forward with our research into the consumer but overall effective.

We only covered the Nottingham store, so our research could be limited and not represent the whole consumer base of AllSaints.

The results were conclusive and gave us good insight into the way consumers interact with the brand and the products. It opened up a discussion about our big idea and what the consumer would want from an app.

This was a really effective method of primary research, the observations made were insightful. Also, with Sophie working as a stylist we were able to gain first hand knowledge on the questions that consumers ask in- store.

Only one response.

Overly effective, however we only had one We know that a recent graduate has the ability to response so it’s not a true representation of now afford items such as an the whole consumer group. AllSaints leather, and they would wear that day to night - it is the perfect transitional item.

We didn’t have very long to talk to him, so the questions were limited.

The conversation sparked ideas and technology that AllSaints could tap into such as using CRM to the apps advantage in making the consumer experience more personal.

It was insightful to have someone that worked with the AllSaints digital team to talk to us about what works and what they have already tried which didn’t work. O’Neil gave us feedback on some of our initial ideas and conversations.

The sample size could have been larger to gain more data to manipulate and help refine and shape the idea.

Conclusive - the focus group found our idea of using facial recognition technology to give advice on which leather to purchase intriguing and something that would catch their attention.

Qualitative results collected in a more relaxed environment, questions we asked provoked disscussions amongst the group which led to developing parts of our idea to fit the consumer completely.

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Re s e a rch M et h o d o l o g y co n t in u e d

R ES EAR CH M ETH O D AND DESCR IPTIO N

Consumer Interview Lewis For the intial consumer video - Presentation purposes

SA M PLE

n/a

PUR POS E

STR EN GTH S

Adding depth to the online Qualitative response, the interviewee survey, gaining thoughts and shared his personal reviews of curopinions on social media rent apps he has downloaded recently. habits and how an AllSaints Further understanding of the AllSaints app can become integrated into consumer and what they would want day to day routine. from an app.

72


W EA K NES S ES

Only one interview done.

O UTCOM E

EFFECTIV ENES S O F R ES EAR CH M ETH O D

To be successful the app needs to have a useful purpose, something that a consumer can use day to day, as well as being visual as Instagram was the app mentioned along with Snapchat.

Overall this method was extremely effect and vital despite the small sample size as it gave us extra details into really understanding the consumer and building up a clear consumer profile. Also the video was used in our initial presentation, which was engaging and showed our consumer insights visually - more engaging.

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Pa p e r S u r v ey Re s ul t s (based on 25 results) Ages : 19 - 20 : 24% 21 - 23 : 36% 24 -26 : 16% 27 - 29 : 8% 30+ : 16%

01 . D o yo u s h o p a t AllS a in t s ?

YES NO 52% 48%

02 . W h a t a t t ra c t s yo u / h a s p u t yo u off s h o o p in g in s to re ? POSITIVE

NEGATIVE

‘unique styles and variety’

‘price is too high’

‘liked the experience’

‘better online deals’

‘stylish, smart’

‘the store can seem indimidating’

03 . W h a t a p p s d o yo u u s e t h e m o s t ?

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04 . W hy d o yo u u s e t h a t a p p ? Instagram : ‘to look at the clothes/ different styles and how to style an outfit’ Facebook : ‘great way to keep in touch with friends all over the country’ Facebook : ‘like to see what people are up to’ Instagram : ‘very visual and easy to use’ Instagram : ‘enjoy taking and sharing photos’

0 6 . H ow m a ny a p p s d o yo u cu r re n t l y h a v e ? 20% 16% 12% 32% 20%

K EY IN SIGHTS : AllSaints has the perception of being too expensive to shop all the time, but for individual items (such as a leather) people tend to buy one off. - how can we incorporate the fact most people only buy one off items into the app? Instagram is the most used and most downloaded app, they look for style advice in the morning, and people like to share their experiences.

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Pa p e r S u r v ey Co n s e n t

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Co n s u m e r Re s e a rch

A D a y in t h e Li fe

NAME : Amber Boon AGE : 22 LIVES : Nottingham OCCUPATION : Fashion Design Student/ Part Time Stylist FAVOURITE SHOPS : AllSaints, COS, Acne Studios & Zara PERFUME : Tom Ford : Tobacco Vanille HOLIDAY DESTINATION : South East Asia COLOURS : Black, Grey, Taupe & Orange PETS : Cat named Wednesday DRINKS : Mojito, Moscow Mule

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9:00 Wakes Up 9:05 Checks phone for texts, emails and facebook updates in bed 9:20 Has a shower 9:40 Has granola, yoghurt and a banana for breakfast 10:00 Does makeup 10:30 Gets Dressed 10:45 Walks to university 11:00 Has a 2 hour workshop 13: 00 Lunch- has a salad from pret with a smoothie 13:30 Browsing in Zara for a dress I saw on Instagram 14:00 2 hours workshop 16:00 Walks home whilst checking social media 16:20 Arrive home, watch planet earth documentary 17:20 Housemates arrive home, discuss the day and decide to go out for dinner and drinks 17:30 Gets changed into new dress from Zara 18:00 Walk into town to go for a meal and drinks at the Slug and Lettuce 20:00 Finish drinks and meal and walk home 20:30 Arrive home 20:45 Get into bed and watch a movie 22:00 Movie finishes 22:40 Get into bed and check social media 23:00 Go to sleep

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D a y in t h e Li fe of l e a t h e r s a l e s ( Et h n o g ra p hy )

AllS a in t s St y li s t S o p hi e H ow e ll s

(all examples are based around real sales but consumers remain anonymous)

10:20 Arrive in store promptly to start my usual Saturday shift.

she finishes university. Advised that the Cargo Leather biker is the best seller and this is an immediate yes. Upon explaining the vintage look through the ding process she is in love and the leather is taken behind the till for her mother to pay for. At £298 the jacket has a premium special feel whilst still being one of the cheapest leathers in store.

10:30 Team talk given at the beginning of each shift in order to let stylists who have just started know what money we are on for the week, the store target for the day (usually a 10% lift and conversion of 25% of customers entering the store) and their personal target for the day. At the beginning of each shift, stylists pledge what they will sell that day, mine is always a leather or the outfit that I have on

12:45 A couple enter the store looking for the perfect leather to wear, they are both approximately aged between 25-30. After trying on a selection of styles and colours, she decides on a Balfern biker as its simple without extra padding on the shoulders and matches well with floaty summer dresses as well as under a coat in the winter. Taking advice from the stylist in store the woman is advised to buy a size 4 as the leather will stretch and grow with her, if she bought a size 6/8 (her normal size) the leather jacket would become baggy and not look right on her anymore.

10:35 Morning Sales Task, based around setting the scene for our customers In the morning each stylist is given a small piece of paper with a customer and situation for example ‘A woman looking for an outfit for a holiday date night’ the task is to find your customer an outfit in 5 minutes that includes either a leather or a piece of knitwear. Once your outfit is chosen you must pitch it to the manager of the floor that day going into detail as to why you’ve picked each aspect and how the items chosen can easily be styled with other clothing in the store.

1:35 A regular enters the store (aged 42) looking for his 4th Leather jacket, already owning a suede biker as well as 2 other leather styles. Advised on a bomber alternative to mix up his selection he is shown both the Utility Leather Bomber as well as the Sanderson Leather Bomber. Originally favouring the Sanderson leather he is told that with the weather getting hotter the Utility is a better suit as its more lightweight and easier to carry if he should get warmer. Trusting the stylist’s opinion from past leather sales he goes with the Utility and is ensured that if he changes his mind he has 14 days to return and exchange for his original choice.

This exercise is based around ‘Setting the scene’ for your customer, giving alternatives to match or setting the general scene that you could see your customer wearing the outfit in for example (selling technique) ‘It easily transcends from day to night and throughout the seasons, a suede leather is a new alternative for the summer season and matches all of the new silk dress prints that we have in and it can easily be worn when it gets colder with a black turtle neck and the tapered Aleida trousers we have in store. Pride is put into ensuring that all stylists in store are educated on the different leather styles. This task talks about the potential of add ons for an outfit to improve the store UPT (Units Per Transaction).

2:20 A student is seen looking around the leather rail, upon opening a conversation. The stylist learns that he is also looking for a jacket for when he graduates telling the assistant that his friends are getting watches but he wants something that he’d be able to look cool whilst applying for a new job as well as having something to wear on a day to day basis. “I have always come in and seen the leathers and thought I’d really like one” the anonymous student says. Pressing him further

12:10 A mother and daughter ask straight as they enter ‘where are the leathers?’, the daughter in question is due to graduate university at the end of July and would like a leather as a ‘special’ present for when 84


about his decision to purchase he states that he simply wants to try them on in store for his mum to order one from the website (the easiest option for those living away from home). Not being a fan of the padded biker styles, suede jackets or the bombers, he decides on the Kahawa Leather Biker Jacket as its simple, sleek and the leather is soft. He is given a printed slip with the name of the jacket, size he chose and the price and is then sent on his way. 3:00-4:00 Lunchtime 5:15 A woman comes into the store and tells a group of stylists how she would love to own a leather jacket but has never tried one on and wouldn’t now where to start. She is taken to the consultation area by one stylist who is passionate about ensuring she receives a premium shopping experience. Upon selecting a Wyatt leather biker, a coloured alternative to the Balfern Biker, it is brought to the attention of the stylist that her preferred colour and style we do not have available in her size in our store, after offering her an alternative similar style to try on she takes the alternative route to purchase on the digital store order system (POD) and ensured that a fresh style in her chosen jacket and chosen size will be sent straight to her from the warehouse, never before been worn or tried on. 7:00 Store closes and cashing up the tills are done 7:30 Hometime

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M a r ket O v e r v i ew In o rd e r to u n d e rs ta n d a n d re s e a rch f u r t h e r in to AllS a in t s , w e wa n t e d to s co p e t h e m a r ket fo r co m p et i to rs - in o rd e r to s e e w h a t t h ey ’ re d o in g in re l a t i o n to t h e ir d i g i ta l p re s e n ce . - w e wa n t to s ta y a h e a d a n d ke e p to AllS a in t s ’ b ra n d e s s e n ce of b e in g inn ov a t i v e a n d re a c t i v e .

Forward

Luxury

asic

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Co n s u m e r In t e r v i ew

fa ce - to - fa ce

Lewis AllSaints Transcript -Tell us a bit about yourself? Lewis: Hi, I’m Lewis, I’m 18 and I’m a student from Nottingham. -What is your most used app? Lewis: My most used app is Instagram, because its not just selfies, it shows your interests from all around the world. -What do you like about Instagram? Lewis: I like uploading photos to Instagram, I have over 1.4 thousand followers and I like to see how many likes I can get in one day. -At what point do you look at Instagram in depth? Lewis: So I wake up everyday and the first thing I do is I look at my social media, from Instagram, Facebook and Snapchat, and then I do the same again before I go to bed. -What do you do on Instagram and who do you follow? Lewis: I follow a lot of people for inspiration, from interior to fashion bloggers such as Joel Mcloughlin to know what to wear or buy -Why do you shop in AllSaints? Lewis: I shop in AllSaints because the clothes are very different to what is out there on the high street at the minute; it provides a luxury element to the high street that is easily accessible and disrupts the norm. -When you shop in AllSaints, how many items do you usually buy? Lewis: I would normally buy one or two items at a time, and style them in my own personal way through inspiration found online. The clothes are quite pricey but its worth it for the quality of the style

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via Go ogle Hangout

S e a n O ’ N e ill - H e a d of Gl o b a l Di g i ta l Tra d in g , AllS a in t s

Sean- Hey there, apologies for the delay in ringing you Sophie- That’s alright, thank you for taking the time out of your day to speak to me, before I start I just need to get permission from you to record our conversation and to use quotes within my work, is this okay/ Sean- Sure that’s fine Sophie- Amazing, thankyou for getting in contact with me, obviously I can understand there’s a lot going on in head office at the moment Sean- No problem Sophie- I don’t know if Carrie’s told you I am a fashion communication and promotion student at Nottingham Trent and I work in the Nottingham store as a stylist Sean- yep Sophie- Currently I’m working with the brand in creating an app to generate engagement, we want to make the app something that’s quiet different to the ecommerce and unlock a side to the brand that consumers don’t normally get to see so kind of like the inner workings and the inspiration, firstly do you feel as if this is something that the brand would be looking into doing? Sean- ummm I don’t know how long you’ve been with us but you know we used to have an app Sophie- yeah I do know you used to have an app but it was a lot more based on like the selling of the clothes, we want to make it more of a behind the scenes like inner workings and inspiration so you know how when you buy into all saints you buy into a lifestyle as well as the clothes Sean- Sure, so the reason we got rid of the app is kind of exactly what you said, we went from this desktop to a html 5 based device egnostic website, right, so you can look at it on a 72 inch screen like William does or you can look at it on your iphone, so it does an auto fitting to any screen size, auto ailing I would say, now so as a user you can shop on it so the ecommerce side of the app is already there then why would you need it we said? So we basically got rid of the app and a lot of people having been asking us ‘why don’t you have an app?’ and for us right now its basically that unless the app adds some sort of a value to our users or to the user that downloads the app you know, for example loyalty or a loyalty scheme, maybe what we can do with an app is allow users to engage with the brand but also give them some sort of loyalty rewards

type of a service back to the customers so its been something that’s been discussed here internally but for us we really don’t want to do an app just for the sake of doing an app, that’s kind of where we’re at right now so if youre suggesting certain things like letting people get a better understanding of our lifestyle, I think that that’s also another great idea but I guess from a business decision perspective we would also have to kind of measure, ok so we’re currently doing that on Instagram right, Instagram has a lot of kind of the behind the scenes type looks or scenes or facebook, there’s these other multitudes of applications and channels and I think it just comes down to coming up with a very smart and unique strategy on which platform we use to engage customers in a certain way, you know Sophie- yeah, cause we’ve had a bit of a look at the Instagram page and we’ve gone down and stuff and had a look and what we feel is missing through the instagram is more personal content, so in terms of if you’re a consumer and you buy All Saints then you would want to share your All Saints experience that’s kind of what we’re thinking with the app is to make it so its more personal to the consumer so you can still be involved with the brand but have that personal relationship, we’ve looked as well into things like location services and the app becoming responsive when you walk into a store do you feel like this is doable with an app or if its on brand with All Saints? Sean- Yeah I mean for the brand one of our big focus for 2016 is mobile, so you know anything mobile related anything to improve your experience on a mobile device is something that we’re looking further into, talking about location based services I think whatever we do in traditional All Saints fashion we want to make sure we’re doing stuff that other brands aren’t doing so for example I remember a couple of years ago companies were using Bluetooth technology, so you would have your Bluetooth on on your phone and you would have a app downloaded and if I walked past a Topshop it would ping me this coupon or note, it almost ended up becoming something that was more bothersome to the customer versus adding value, so I think for example what Topshop did was they basically bought into the hype, and again what we want to make sure is that we are always kind of leading the industry versus kind of just doing what everyone else is doing, if you’re reading up to date on what fashion companies are doing with runway shows now, the hottest term right now in the industry is ‘direct to consumer’ but we’ve been talking direct to consumer now for about 27 months now you know In everything that we do and even if you remember the last show that we did in New York it was titled ‘it’s up to you’ where we did street casting and we brought customers as models and we showed

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everything direct to customers back then and kind of right now there’s all these articles written on almost every other brand trying to do direct to consumer so again whatever we do in mobile, I mean mobile is definitely a priority but what we want to make sure what we do is industry leading versus being a follower, kind of another sheep of the herd

Sean- Okay amazing, look if you have any other questions feel free to reach out via email we could arrange another hangout or a call or whatever Sophie- Yeah that would be really helpful Sean- I would greatly appreciate if you guys would send over a copy of your final result and I can share it with William

Sophie- yeah so being something a lot different to what everyone else is doing at the moment

Sophie- That would be amazing, I definitely will

Sean- yeah definitely Sophie- We know that everything is done in house and we want to keep it that way with the app that we want to put forward we want to incorporate, obviously Im a stylist in store, I know that a lot of my friends are stylists here as well and we wanted to kind of bridge the gap between consumer and the shop assistant, obviously the in store environment is very important, All Saints is known for their stylist driven shop assistants, we wanted to obviously bridge the gap between the consumer and the shop assistant and make it so the stylist in store is able to post on this app to their own personal clients, do you feel like this can be achieved? Sean- Again I think it’s a great idea but it comes back to the CRM so how you manage your customer database, you know if you, within your project if you guys are talking about a system where you’re CRM speaks to this app and the CRM is also tied to the stylists and its dedicated customers or each stylists customer book yanno then I think it is actually quiet a good idea, where the customer is able to follow stylists and stylists can reach out to customers in a mutual way

Sean- When is this all done? Sophie- June, it’ll definitely be all done before June time, my graduation is around then so Im guessing itll be done by then haha Sean- Amazing Amazing I look forward to it Sophie- Thankyou very much I will definitely contact you again Sean- Alright perfect, bye now Sophie- Thankyou again, Bye

Sophie- Amazing Sean, I think that’s everything I need for now but thank you very much for taking the time out of your day to have a little bit of a chat with me obiovusly I didn’t want to take up too much time Sean- No not at all, So is this a kind of presentation that you guys are doing for your school project? Sophie- Yeah I’m a third year student graduating in about 2/3 months and with the university we have brands that come in and set a project for a group of like 20 people and lucky for me I had All Saints so yeah they’ve come to the university and briefed us and said ‘look we want to create an app that imroves engagement to our consumers but we don’t want to make it shopping based, so obviously a group of us have gone out come up with our own ideas done a bit of primary and secondary research then we get to go back and present to someone at head office

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St re n g t h s

We a k n e s s

- A new technology (Facial Recognition Technology) is high impact and brings in a gaming aspect which will grab attention.

- If a person doesn’t happen to live near to an AllSaints they may have to travel to unlock the ‘Discover’ section on the app - not convient.

- The app answers the consumers needs of wanting ‘Advice,’ ‘Interaction’ and a ‘Personal Experience’ - Subtly driving revenue with the ‘AllSaints must haves’ (10 Commandments) section as well as inspiring people to look at different items they might not have before (Advice).

O p p o r t u ni t i e s

Th re a t s

- Use symbol on the app to differentiate the sections as they are universally known, so the app can be dropped and picked up across different climate zones.

- Constant updates in line with Apple and Android. - Lower end high- street stores such as Topshop and &Other Stories, create their own content focussed apps...that will attract the attention of the millennial generation away from AllSaints.

- ‘Discover your Perfect Leather’ section can transition each season - to find your ‘AllSaints Look’ - Sections can be added to integrate with campaigns (#ItsUptoYou)

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Co n s u m e r Fe e d b a ck 22 / 03 / 2 016

Pa r t i cip a n t s : Will G e o r g e Lu cy G a r ret t J a mi e Pa r ke r Ta s h a B l a ck l ey Lu ke B ro o k s Ka y l a M ill e r Sophie Howells : Hi guys, thanks for coming and helping us. Basically we are working with AllSaints to create a new app. We have a few ideas we want your feedback on as you’re primary target audience. Is that ok with everyone? Will George : Fine Samantha Dobbin : Also could you all sign one [consent form is shown] of these, it’s just for uni to say that we can use this in our work. Kayla Miller : Of course. Thomas Ryan : Ok so first we just wanna know a bit about what apps you’re using at the moment? Lucy Garrett : Snapchat is my favourite, hmm actually all social media apps. I always delete games within a day of downloading them. Tasha Blackley : Yeah same here, I never play games on my phone. I always use snapchat, the filters have made it so much better as well, as they change daily. WG : Hmm I like apps that help you edit photos like VSCO but yeah Instagram is good Luke Brooks : Me too. Jamie Parker : Snapchat definitely but also I love the app Dojo it’s basically recommendation around London. SD : Oh yeah I have that, it’s really good. JP : Yeah I always use it when I travel to London SH : I might have to download that one. TR : Yeah. Ok so most of you mentioned snapchat and the filters, if the app were to incorporate some sort of facial recognition technology, would that interest you? LG : Completely, but I couldn’t see AllSaints doing something like snapchat? SD : Well we were thinking of using emotional facial recognition, which is technology that can read your the facial emotions and tell you how you feel based on your expressions using your phone camera. SH : The reason for using this will be to help the

user find their perfect leather jacket. KM : So the camera will see our emotions? TR : Yeah, so you’ll watch a series of clips that subtly reference certain leather jackets and the way you react to each clip will help determine which leather is the perfect one for you. TB : I love that idea, thats really cool. KM : Yeah I agree, but what if you don’t react to the clips? SD : Even the slightest movement in your facial expressions the technology will pick it up, so even if you don’t think you’re reacting the technology will pick something up. JP : I could definitely see AllSaints doing this. SD : Thats a good start, does anyone have any bad feedback, I mean hopefully not but just in case we could improve. WG : The only thing I would say is once I’ve done that I don’t think I would keep the app? SH : Would you say thats the only thing that would concern you? WG : I think so SH : Ok thats fine because once you have done you unlock another three sections, we have a little presentation to show you to explain each part of the app, but feel free to stop and let us know what you think about the look as well as the actual concept. SD : Ok so one of the sections is ’10 Commandments’ this will be items that AllSaints have picked as their top must haves for each season. And here is what it will look like, so you’ll be able to see the price a variety of angles and the option to either buy now or put it in a wishlist. LG : I really like that, it looks really simple and easy to use. TR : We were thinking of having the must haves to compliment the leather jacket, kind of like a how you could style a leather. WG : yeah thats good sometimes I chuck it on without thinking I probably look a mess SD : No thats good, not that you look like a mess haha but the fact you just chuck on a leather WG : Yeah I prefer a leather to a coat most of the times

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KM : I agree, AllSaints can be a bit too expensive though so a wishlist is good, like the ASOS saved section. SD : Exactly, should we explain wishlist now? Instead of Discover? SH : Yeah makes sense, ok so the wishlist section on the app has a similar design to the 10 Commandments section. It will link up with your AllSaints account on your laptop, so you’ll be able to check and add things on the go, also this way you can show the stylists in- store your wishlist if you’re wanting help to pick an outfit. Then they really know your style. Also you can buy from the wishlist on the app as well. LB : I don’t know if I would use, not because its AllSaints but I’ve never used any type of wishlist SD : Thats fine, I don’t either SH : Why not, I use it all the time? SD : I just think if I don’t really wanna buy it right now then I probably won’t, I always forget about clothes really easily TR : Oh I make them for my mum all the time and send it to her SD : Aww thats a good idea. So how does everyone feel about the design so far? KM : I wouldn’t initially say AllSaints as I think of them to be quite dark and a bit creepy but I do like this, it’s simple and easy, there’s nothing worse than reading instructions or on apps you know they have those instructions that make you follow them round? SH : I know what you mean so annoying KM : Isn’t it I just like to know straight away what i’m doing, I mean I don’t think I’ve ever read instructions TR : No neither! TB : I like it, I like the neutral colours they really match the March Campaign SH : That’s what we were going for, ok good so we’ll just run through the last section. Ok so the last section is called Discover, we kinda thought that after people graduate they would more than likely be wanting to move to a different place or city. KM : Yeah definitely I think I wanna move to Birmingham

SH : Me too! That’s cool, so you’ll be new to a city and we thought that say if you walked into AllSaints Birmingham that a select number of niche independent coffee shops, record shops and possible gigs happening that day, would pop up like this [points to laptop] and you’ll be able to experience Birmingham the AllSaints way - the sounds a bit cringe but do you know what I mean? TB : I like that the only constant would be the face you like AllSaints and they are gonna help me find my feet and really discover Birmingham instead of going to all the embarrassing places that the ‘cool’ kids don’t go to anymore. TR : Exactly! It’s not just for when you’re new to a city either as there will be lists of up coming gigs on here that AllSaints recommend and this will obviously change when you visit a different store say in Manchester. So the more place you visit the more of the AllSaints lifestyle you uncover. WG : this is cool, definitely use this because I trust AllSaints to be cool if you know what I mean SD : Exactly. Does anyone have anything they would change about the idea or the design? KM : I’d make it more clean cut instead of swiping through the menu maybe just have it all on my page like in squares just so you don’t have to take the time to swipe through and find the category you want. SH : Yeah I agree like that idea, hang on let me just write this down. Anyone else? JP : Possibly use symbols for the title of each instead of the word, will be easy to translate to different language then plus everyone prefers emojis now SD : True very true, because I think the brand would nee this to work internationally JP : But other than that I would definitely use this, as I’m always travelling into London to visit mates at different uni’s. KM : Also I like how it uses locational services to change and adapt to me, it’s almost like a personal guide book but cooler TR : That’s good because we were looking at Periscope and that uses locational services and I think that’s beginning to get more popular.

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TB : I went on that yesterday its so weird, celebrities are just talking and there is all this weird crazy fans just sending them a load of shit like ‘ooo love you’ it can be annoying. KM : I need this app! TB : It’s alright but I do like the discover part of this app SD : Good, I’m so relieved TR : Does everyone like the main part of the app, the ‘find your perfect leather' part? JP : I think that would get people talking and noticing it, it’s kinda like a game/quiz in a way and everyone loves those so I think its good to draw people in and then they find out there’s all this other stuff to it, maybe don’t advertise that part so much and it can be a secret that you need to unlock? TR : I like that SH : I’m just writing that down SD : I’m gonna ask this, but does anyone not think they would use this app? WG : I think I would use the discover part the most, as I know what leather I want but I would do it if my mates were doing it sorta thing. KM : I think I would use all of it, it sounds interesting, however I couldn’t use it where I’m originally from as there’s not an AllSaints near by so would it develop and possibly be that you wouldn’t have to be near an AllSaints? SD : I mean that’s definitely something to look into for a future goal as like you said there will be loads of people who don’t live near an AllSaints. TR : Any other questions or suggestions? WG : I don’t think so I like it TR : Good TB : I don’t have anymore, good luck with your project. Do you mind if I quickly leave? Sorry I’ve got work SD : Thats fine I think we are just about finished anyway, thank you for your help! TB : No problem, see you later TR : Bye SH : See you later, ok well I think we have all we need, do you guys? SD : Yeah think so TR : Yep SH : Ok so thank you for helping us, you’ve been amazing

WG : No problem good luck! TR : Thanks SD : Bye everyone SH : See you later TR : Bye guys

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Key In s i g ht s : - S n a p ch a t a n d In s ta g ra m a re t h e t wo to p a p p s t hi s co n s u m e r g ro u p u s e a t p re s e n t . B o t h a re ce n t re d a ro u n d v i s u a l s a n d ta k in g p h o to s . - Th ey li ke d t h e s im p li ci t y of t h e a p p d e s i g n a s t h ey li ke to b e a bl e to p i ck a n a p p u p a n d n o t re a d in s t r u c t i o n s , b u t d id n ’ t a s s co i a t e i t w i t h AllS a in t s ini t i a ll y . - We w e re n ’ t s u e w h et h e r to ke e p t h e ‘ Wi s hli s t ’ s e c t i o n , b u t t h e g ro u p li ke d t h e id e a of b e in g a bl e to s a v e i t e m s t h ey co uld n ’ t b u y t h e n to t h e n p u rch a s e t h e m a t a later date.

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Key In s i g ht s : - We wa n t t h e s t i cke rs to b e ‘ In s ta g ra mm a bl e , ’ j u s t h ow t h e s e s t i cke rs ca u g ht o u r eye w hil s t t ra v e llin g . - We wa n t t h e s t i cke r to b e eye ca tchin g b u t ca u s e in t r i g u e . - Ta k in g in s p ira t i o n f ro m t h e re ce n t co ll e c t i o n s , w i t h a b r i g ht e r co l o u r p a l et t e t h a n AllS a in t s i s n o r m a ll y a s s o ci a t e d w i t h ( p a l e p ink s a n d blu e s ) - m o re of a s ta n d o u t to j u x ta p o s e w i t h t h e d a r k g rey b a ckg ro u n d s of t u b e s to p s / l a m p p o s t s . - H a v e a n in t r i g uin g m e s s a g e ? - n o t j u s t t h e AllS a in t s l o g o , t h e s t i cke rs w e h a v e ca p t u re d h a v e e i t h e r ‘ f u n ’ ca p t i o n s o r l e a v e t h e p e rs o n p o n d e r in g a q u e s t i o n .

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Task Name AllSaints

Jan-11 Jan-18 Jan-25 Feb-1 Feb-8 Feb-15 Feb-22 Feb-29 M

< Context> Secondary Research

(Started Research in October)

Primary Research Initial Presentation <Big Idea> Idea Generation Big Idea Testing Focus Grouo <Creative Concept> App Inspiration (CS) Design <Execution> Route to Consumer Collab with Illustrator Mock Ups <Visual Report> Tokyo Trip Easter Holiday Report Deadline 23/05 Presentation 02/06

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Mar-7 Mar-14 Mar-21 Mar-28

Apr-4 Apr-11 Apr-18 Apr-25

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May-2

May-9 May-16 May-23


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