Fashlab Creative Brief & Proposal

FASHLAB Creative Brief & Proposal

Salt Studio May 7, 2013 Proposal Project: FashLab website

Salt Studio • 1380 East Walnut St, Pasadena, CA 91106 Neighborhood: Pasadena • (626) 666-6660 • saltstudiodesign.com

Table of Contents

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About Salt Studio 05 Who We Are 06 Our Team 11 Accomplishments

FashLab Proposal 13 Project Goal

14 Client Overview 15 Brand Attribute 16 Target Audience& Personas 20 Competitive Analysis 26 Competitive Matrix 27 FashLab Branding 32 Site Design and Functionality 36 Usability Plan 37 Marketing Plan 38 Production Plan 40 Budget 41 Conclusion

About Salt Studio

4

Who Whe Are Salt Studio is a web design company that provides interactive and user-centered design for world class clients. Our services are an amazing tool for any company to popularize their online presence, and enhance their appearance through social media.

Modern brands need to be seen and heard over the internet, and we know how to make that happen. We are not just another studio; we are a cutting edge solution for all your marketing challenges, equipped with top-notch facilities.

Salt Studio is a team of excellent, able, hard working

Salt Studio is based in San Francisco, USA, and has

and up-to date designers and developers, who we

worked with renowned and celebrated clients all over

proudly note, graduated as the crème de la crème of

the world. Our clients run diverse brands across many

their institutions. This means that your company is

different markets and are successful in every way.

in the best and most expert of hands. This level of

With an outstanding reputation and 15 years of experi-

outstanding professionalism and vast array of exper-

ence, Salt Studio continues to help our clients flourish

tise can only be provided by the one and only Salt

with high quality marketing and design strategies.

Design Studio. All your requirements are met in a

Flavor Your Business

professional way, with no hassle!

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Our Team

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Leslie Mathews / CEO Responsible for salt’s day-to-day operations, as well as leading the company’s product development and design. She founded Salt in 2008.

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Erica Li-Fu Lin / Project Manager

Jimmy LV / Marketing VP

Directs day-to-day projects. From 2008 to now, Erica

Develops and manages the company’s marketing

has served as president of technology, where she

operations in the European and Asian markets and

shares responsibility for the company’s day-to-day

is responsible for creating and expanding strategic

operations with Hong.

partnerships in those regions.

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Hong Liu / Visual Designer

Yuhan Su / Visual Designer

Responsible for the visual design of all the company’s

Responsible for the company’s day-to-day design

client projects, as well as leading the company’s

work, and for communicating with the UX team.

product design.

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Yunjiao Huang / User Experience

Banan Shalab / User Experience

Serves as president of UX, where she shares

Responsible for the company’s UX design work, and

responsibility for the company’s UX work with

for communicating with the visual design team.

Banan Shalabi.

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Accomplishments In the past 15 years, Salt studio had helped many renowned companies popularize their online presence, and enhance their brand through our professional and customized design expertise. Here are some of our accomplishments from the past 3 years:

2013

• Designed and developed a technologically cutting edge website for G-Star.

2012

• Designed an e-commerce website for Uniqlo to expand into the American market.

• Redesigned the website for the Wynn hotel in Las Vegas to increase sales and improve the usability of their online booking process.

• Created a series of video advertisements about the iPhone 5 and iPad mini for Apple, which were used on Apple’s website.

• Designed the spring 2012 online marketing campaign for Sephora.

2011

• Optimized the shopping experience and design for Gucci‘s website.

• Designed an effective mobile application for H&M to help them sell new products.

• Redesigned the structure of the Juicy Couturhhhtte website to simplify their E-business services.

• Created a mobile application for Safeway, called Just for U, which allows customers to check for discounts and up-to-date store information.

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FashLab’s Proposal

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Project Goal FashLab is currently seeking a design team for developing, launching and establishing their brand and website. Salt’s goal is to understand FashLab’s needs and provide a unique solution for their fashion business.

FashLab desires to be the premier interactive fashion hub on the web. Their goal is to target both creators and buyers of customized clothing. Target users will engage in an interactive tool with the capability to help them design their own clothing and create a fashion portfolio. FashLab would initially like to provide twenty to thirty types of shirts and sweatshirts, and then develop expand to shoes, pants, skirts, dresses, accessories and luggage. The customized clothing would be added to an online store for selling, and

Problem:

Solution:

today who pride themselves on their individual, fashion

proprietary, online tool creates a complete marketplace

forward style. They express themselves through the

for both those looking to buy custom clothes and those

clothing they wear, and want their clothing to be as

looking to create and sell their custom clothing. Their

unique as they are. Looking at the current market,

proprietary, online tool allows anyone to create their

there is no affordable and easy way for them to access

own custom clothing from shirts and bags to shoes or

custom made clothing.

swim suits. Then after setting up an online store they

There is a large subset of young, independent people

There is also a subset of young, independent and creative people who would love to create their own custom clothing and sell it. Unfortunately, the tools to do this take money, infrastructure and a marketplace that these people cannot afford and do not have easy access to.

That is where FashLab comes in to save the day. Their

can sell their custom made clothing, taking advantage of FashLab’s large customer base. From start to finish, as a buyer or seller, FashLab makes all your custom clothing dreams a reality.

Features:

1. Provide the latest fashion information for users.

2. Ability to design and customize clothing online.

anyone can browse the website to purchase clothing.

3. Marketplace to sell customized clothing online.

In the mean time, the creators can develop their

3. Store to buy others’ customized clothing online.

network by sharing and connecting on social media,

4. Ability to create a unique fashion portfolio.

such as Facebook, Twitter and Pinterest. In addition,

5. Access to share fashion portfolio through social

it is very important to have a flexible website to be

networking sites.

responsive on any device for all the potential users.

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Client Overview FashLab is an online fashion design company located in San Francisco. They provide service for independent minded individuals to create clothing in their own style. FashLab was first launched one month ago and completed their first round of fundraising. Now they are ready to move forward with branding and developing their website.

The founder and CEO of FashLab is Bob Slote. He has worked in the fashion industry for more than twenty years. Through this experience he has found a gap in the market for customized clothing. To fill the gap, Bob and his team have come up with an inventive idea to develop an online presence to help people create their own unique style. They believe that fashion should be lead by people, not big brands. FashLab is enthusiastic about creating a fashion platform for everyone who wants to create his or her own style and share it with the public

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Brand Attributes Fashion Forward:

FashLab is on the cutting edge of what is hot in the fashion industry.

Customized:

FashLab let’s you be the designer and producer of your own unique clothing.

Stylish:

When you leave the house wearing a FashLab creation, you will always look fashionable and on-trend

Hip:

Everyone will be talking about the newest and coolest fashion website, FashLab.

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Target Audience

Our target audience is independent, young people all over the world between the ages of 20 and 30 years-old. Based on our research, the market displays positive consumer buying behavior. The website is primarily for people who like to design and wear unique clothing. Those people are looking for a tool to customize their needs. The target customers are not necessarily experts so they want to see beautiful graphics and simple interactions that allows them to use the design tool easily.

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Personas “I WANT AN EASY WAY TO CUSTOMIZE AND BUY UNIQUE CLOTHES TO EXPRESS MY PERSONAL STYLE.”

Amber is a salesperson who loves unique T-shirt and jeans. She constantly goes shopping after work and during weekends at retail stores. She loves creating her own style but it’s hard to buy unique and one of a kind clothing in a retail store. She’s looking for a special online store with simple tools to customize clothing because she wants to express her unique fashion sense.

AMBER (24) Location: Miami Occupation: Salesperson Personality: Social Hobbies: Music party, Singing

Favorite item of clothing:

Hours online:

T-shirt and Jeans

Up to 40 HRS / week

Favorite music genre:

Goals:

Electronic, Punk and New Wave

Buy unique and one of a kind clothing to express her

Experience:

personal style.

Intermediate Primary users: Social networking, Listening to music Looking for deals

Design Software Skills:

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Personas “I PREFER TO DESIGN MY SHIRTS MYSELF BECAUSE IT’S HARD TO FIND FASHIONABLE SHIRTS WITH COOL ORNAMENTATION.”

Soma is a shopaholic, but she doesn’t have time to find what she wants. She’s also very picky about fashion, so she wants a site that helps her design and customize the specific piece she is looking for.

Favorite item of clothing:

Hours online:

Shirt and Jeans

Up to 50 HRS / week

Favorite music genre:

Goals:

Jazz & Blues

Customize her own t-shirts and !find the

Experience:

coolest,newest products.

Intermediate Primary users: SOMA ALNAHDI (27) Location: San Francisco Occupation: Student

Email Shopping Schoolwork

Personality: Social Hobbies: Collecting jewelry Design Software Skills:

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“I HAVE THE CREATIVITY TO CREATE MY OWN DESIGNS TO SELL, I JUST DON’T HAVE THE TOOLS OR THE CLIENTS.”

Jason is an illustrator. He is a perfectionist, who pays a lot of attention to details and likes getting exactly what he wants. He shops online at least twice a month.

He is currently a customer of one site, which offers customized services so he can produce his own T-shirt designs. However, he would also like to be able to easily sell his custom designs online with a site that has a built in and wide-ranging clientele.

JASON WILDE (30) Location: New York Occupation: Illustrator Personality: Friendly Hobbies: Design, Drawing Design Software Skills:

Favorite item of clothing:

Hours online:

Hoodie and Sweatpants

Up to 60 HRS / week

Favorite music genre:

Goals:

Pop

Jason wants to sell his own customize clothing and

Experience:

customize each aspects of his design, even down to

Intermediate

fabrics choice.

Primary users: Email Design business Booking tickets

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Competitive Analysis

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Etsy (www.etsy.com)

Etsy is an e-commerce website focuses on hand-

Pro.

• U nique: Unlike other, more general e-commerce

Con.

• No design tool: Etsy is a marketplace to sell

made and vintage items. Crafters of all different

marketplaces, people who shop on Etsy are looking

handmade products, so it does not provide a design

types can create a customized web store to sell

for items that are creative, unique and interesting.

tool online. If you want to design products, you must

their own unique hand made items. There are many different items sold on Etsy; everything from clothing, shoes and jewelry to art, photography and furniture.

• Socialization: Etsy allows shop owners easily share their shops through their social networking sites like Facebook, Twitter and Pinterest.

• Promotion: Etsy promotes it’s shop owners through specially curated showcases of items on

be do it using your own tools and technology.

• No organization of favorite products: Users cannot organize and save their favorite products as they find them. It will be a mess if they save too many products.

• The limitation in related products: The interface

the homepage.

• Fashion: Designers create fashion trends

doesn’t show related products from other shops. It

themselves. Etsy provides a great place for users

only provides related products from the same shop.

to develop their own style and then make a profit

This makes it more difficult to explore new products.

from it.

• Shop: You have your own shop to organize your products. The shop will show all the current products you sell, and you can upload a feature image for your shop.

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Competitive Analysis

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CafePress (www.cafepress.com)

CafePress is an online store that specializes in

Pro.

• Explore: You can find similar designs by using the

Con.

• No fashion info: CafePress is not concerned with

user-created retail items. Customers upload their

“you may also like” window. This shows related

what is fashionable or unique. Their products are

own images and can have them printed on a variety

products in the same category with a similar image.

more for business use or as personal mementos.

of different items, such as clothing, bags, mugs,

It’s a convenient way to explore related products

or calendars.

by images.

• No personal shop: There is no personal shop for creators. It means designers can’t create a portfolio

• Design online: Using the platform that CafePress provides, you can design your work in an easy and

to show their works.

• The lack of the variability in social networks:

convenient process, and you can place your design

CafePress only provides customers the ability to

on a variety of different items.

share on Facebook. It limits the development of social networks.

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Competitive Analysis

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Design by Humans (www.designbyhumans.com)

Pro.

• Explore more: The related products section shows

Con.

• No online design tool: There is no online design

Design by Humans is an online t-shirt design

more interesting products for customers. The

tool for designers. Therefore, designers need to have

competition where artists from all over the world

recommendation are chose by the community, so it

their own tools and technology to create

can submit their designs to possibly be produced

is more attractive and customized for customers.

their designs.

and sold in the Design by Humans online store.

• Community: DBH has created a good relationship

• Not everyone can design: Your design has to be

Customers vote on their favorite designs and the

between designers and the community of users.

selected from the community before DBH will print

winners are put into production and sold.

Communities can vote the designs they like online,

the T-shirt for you. Therefore, not everyone can make

then DBH will make the selected design into a real

his or her own T-shirt on DBH.

T-shirt. After purchasing a T-shirt, customers can

• No continuous profit: If the community selects a

share pictures of themselves in the winning

design, the designer gets $1,000 as a reward. You

T-shirt on the forum. In this way, customers can

cannot make more money after that set price, and

create a close relationship with the company and

DBH gets copyright of the design.

the designer.

• Fashion: Designers create their own fashion trends the community makes them popular by voting for their favorites.

• Quality: Before designers put their work online, there is a process to vote for the design. If the design are not good enough, the community would not vote for it.

This allows DBH to control the quality of the designs.

• Bonus: DBH gives a badge as a bonus for designers every season. The badge could be the top seller, the top print club or the top commenter. The badges appear on personal pages and shops. The bonus system creates a playful environment and encourages designers to upload more designs.

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Competitive Matrix Etsy

CafePress

DBH

FashLab

Latest fashion info Custom clothing Clothing design tool Sell your clothing Buy clothing Quality design Explore related products Individual shop Personal portfolio Social network Community

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FashLab Branding Moodboard

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FashLab Branding Three potential logo options

A

FASHLAB

B

C

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Final logo design

Main theme color:

FASHLAB

C: 0%

FASHLAB logo and headline font: Franklin Gothic Book

M: 100%

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Y: 0% K: 0%

R: 236 G: 0 B: 139 #EC008B

C: 80% M: 10% Y: 45% K: 0%

R: 0 G: 167 B: 157 #00A79D

Alternative Colors:

FASHLAB website content font: Helvetica

C: 100%

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

M: 0% Y: 0% K: 0%

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R: 0 G: 173 B: 239 #00ADEF

C: 0% M: 35% Y: 85% K: 0%

R: 251 G: 175 B: 63 #FBAF3F

C: 0% M: 80% Y: 95% K: 0%

R: 240 G: 90 B: 40 #F05A28

FashLab Branding FASHLAB logo with tag-line:

A

FASHLAB FASHLAB FASHLAB YOUR CLOTHES. YOUR WAY.

B

YOUR CLOTHES. YOUR WAY.

C

YOUR CLOTHES. YOUR WAY.

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FASHLAB do not use:

Do not change the colors.

FASHLAB YOUR CLOTHES. YOUR WAY.

Do not change the position of the tag-line.

YOUR CLOTHES. YOUR WAY.

FASHLAB Do not use a bright background behind the logo.

Do not combine additional elements.

FASHLAB

FASHLAB

YOUR CLOTHES, YOUR WAYS. .

YOUR CLOTHES. YOUR WAY.

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Site Design and Functionality Sitemap 1.0 HOME

4.0

3.0 OUR STORY

5.0 DESIGN YOUR OWN

SHOP

6.0 MOST POPULAR

PICK YOUR PRODUCT

FILTERS

4.3 SHOP PAGES

8.0

MY PROFILE

ACCOUNT INFO

5.2

4.2 CATEGORIES

LOGIN

7.0

5.1

4.1

2.0

7.1

DESIGN WIDGET

GALLERY OF MY DESIGN

5.3 PREVIEW & SAVE

7.2 YOUR STATS

5.4 BUY, PUBLISH OR SHARE

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FASHLAB Y O U R

SHOP

POPULAR

Wireframe: Home page DESIGN NOW

SHOPPING

POPULAR T-SHITE

CUSTOMIZED DESIGN

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C L O T H E S ,

Y O U R

login

W A Y S .

DESIGN YOUR OWN

ABOUT US

PROFILE

register

1

Wireframes

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FASHLAB Y O U R

SHOP

POPULAR

C L O T H E S ,

Y O U R

DESIGN YOUR OWN

Design your own t-shirts, hoodies with FASHLAB!

Mockup: Home page

DESIGN NOW

SHOPPING

POPULAR T-SHITE

CUSTOMIZED DESIGN

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login

W A Y S .

ABOUT US

PROFILE

register

1

Usability Plan Objectives:

We have four components that we use during user

2 T o test which part(s) needs to be improved

Learnability:

1 To test the site navigation system. or fixed.

3 To test the ease use of the site.

4 T o test the current user interface and see if it meets users needs.

Usability Testing & Evaluation:

There is not question that any product or site needs to be tested often and extensively before it is released.

In each stage of design and development, a set of user testing will be coordinated. Based on the results and suggestions, Salt Design Studio will do further investigation and apply the findings to the FashLab website. All user testing will be done on potential users within the identified target market. Our goal is to provide a great user experience for FashLab customers, that will make them motivated to browse the site and use it with no frustration.

testing to evaluate a sites success: How easy is it for users to accomplish specific tasks on the site?

Efficiency: How quickly can they complete each task?

Memorability: When users come back to the site after a while, how easily can they re perform the same tasks?

Satisfaction: How pleasant is the user’s experience. Will the user return to use the site again?

Usability testing matter in all stages, so that we can identify and solve problems as soon as possible in each phase of the project. We also plan on releasing a beta version of the site to let prospective consumers give the site a free trial before the initial launch.

This will give us great constructive criticism and be useful in correcting bugs (if any) and increasing the functionality of the site before it is fully launched to the public.

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Marketing Plan Social network

Print ads

Media Ads

marketing plan. Social network marketing is low-

promotional method. We will be specifically targeting

media in attracting potential users. Short, creative

cost, popular with our target audience and relatively

fashion magazines to run our promotional ads.

advertising videos posted on YouTube can help

easy to maintain. Creating fan pages with Facebook,

Fashion magazines have a lot of readers that fall

FashLab to gain attention and visibility amongst our

Twitter and Pinterest allows FashLab to directly and

into FashLab’s user groups. Running ads in fashion

target audience. It will help us attract more users and

genuinely connect with it’s customer’s and fans.

magazines can help us to attract the attention of

allow users to understand our website and brand.

The large number of fans and consistent updates on

young, independent fashion lovers.

Social network is a very important part of any

social media sites can inspire users to be more active and to pay close attention to FashLab. Fan pages are an easy and affordable way to promote products, sales and events.

Print ad publicity is the most traditional

Online ads

With the rapid development of the network, it has occupied indispensable part in our daily lives.

We decided to combine with network wide publicity.

The advantages of online advertising is the wide audience and the high efficient. We can use Google ADS to lock the target groups, like FashLab lab is for young users.

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Video media is undoubtedly the most influential

Production Plan The production plan addresses the specific key elements need in cooperation between FashLab and Salt Studio. At this stage, a considerable amount of research and planning has been done already based on the needs of FashLab in regards to marketing, usability and design. Therefore, Salt Studio is confident in providing the best service possible for FashLab’s new business.

The production plan consists of four phrases: initiating, planning, development and launch. Salt Studio will follow this timeline to ensure that we meet our projected end date. After we are done with our current initiating phase, our next step will be to start the planning phrase. This will allow us to refine the details and needs of the project and to set up an effective project environment. The development of the project will start the week after approval from FashLab is received in writing. In the development phase, we will work on building the design and technology of the online presence. User testing will be conducted once a month to hone and refine the usability of the website. FashLab will be invited by Salt studio to review the work that has progressed and indicate any changes to direction. All work of the project will be finalized before December 15 to provide sufficient time for launching and completing final reviews of the website.

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Initiating

Planning

Development

Launch

3/26—5/7

5/7—5/20

5/13—12/15

12/15—12/31

• Develop strategies and plans

• Set up project environment

5/13—6/15

• Reviews

• Create site breakdown

• Develop risk plans

• Local server launching of website submission

• Final review

• Project proposal

• Develop project schedule

• Installation and testing on designated server

• Close the project

• Develop financial plan

• Define the list of needed graphic design • Website wireframes • User testing with wireframes • Define the needed content of the website 6/13—7/15 • Finalize user interface design • Finalize the graphic design needs for illustration and photography • Visual design • AB testing with the initial visual design options • Finalize visual designs • Approval for all content to be finalized (7/15)

7/16—12/15 • Develop website template • Create editable program including template, cascading style sheets, and other specs • Finalize the website (12/15) • Launch marketing plan in unison with site deployment • Approve for the websit

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Approval

Budget Tasks

Estimated Days

Stage 1: Technical specifications

—Scoping the project (ie finalising scope, functions, deliverables and costs)

Fee

14

$

—Project management (approx 10 meetings, reporting, liaising etc)

10

$ 5,000.00

­—Graphic design (look and feel, navigation, buttons)

30

$ 10,000.00

—Front end programming (HTML, CSS, Javascript)

60

$ 20,000.00

—> Custom design widget

60

$ 20,000.00

­—> E-commerce solution

30

—> Registration forms

30

$ 5,000.00

15

$ 5,000.00

5

$ 2,000.00

10

$ 3,000.00

5

$ 1,000.00

15

$ 5,000.00

5

$ 1,000.00

30

$ 8,000.00

Total $

$ 90,000.00

Stage 2: The development

Specific programming of functional elements

Additional costs —Creation of a database ­—Technical testing —User Testing (3 phases) ­­­—Register with search engines —Content writer @ $50/hr —Site analytics software —Marketing and promotion

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-

$ 5,000.00

Conclusion Salt Studios has the experience and the expertise to make this unique idea come to life in the most user friendly, creative and on-trend way.

The market is primed and ready for the kind of

innovative, custom clothing design tool that FashLab is poised to launch. The research we have conducted shows that the audience for this type of site is out there and waiting. They want custom clothes made their way, and FashLab has the infrastructure, technology and business savvy to make that happen.

With Salt Studios as the driving creative force behind the FashLab website, there is no limit to how much impact FashLab can have. Salt Studios has the experience and the expertise to make this unique idea come to life in the most user friendly, creative and on-trend way. Your investment in our top-notch, hard working team will ensure that you meet and exceed your business goals, and we look forward to partnering with you in this exciting new opportunity.

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Thank You Contact Us Salt Studio • 1380 East Walnut St, Pasadena, CA 91106 (626) 666-6662 saltstudiodesign.com

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