Shoeby Kickoff


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Shoeby Kickoff

  1. 1. Shoeby (kickoff) Jie Chen 10/4/2009
  2. 2. Index <ul><li>1 st Part </li></ul><ul><li>Consumer behavior </li></ul><ul><li>Evaluation Method </li></ul><ul><li>Design Approach </li></ul><ul><li>2 nd part </li></ul><ul><li>Shoeby </li></ul><ul><li>Shoeby – competitor’s analysis </li></ul><ul><li>Shoeby - target groups </li></ul>
  3. 3. <ul><li>Female consumer purchase behavior </li></ul><ul><li>Prefer to be left alone in the clothing shop </li></ul><ul><li>Have higher sensory receptors in a retail environment </li></ul><ul><li>Tend to share with her friends </li></ul><ul><li>Easily affected by fashion publications and by the opinions of their friends </li></ul><ul><li>Based on emotion </li></ul><ul><li>Behavior toward to an item in a clothing shop </li></ul>
  4. 4. Consumer behavior (online) <ul><li>The result of this survey shows that 60% of the participants use the internet for information about clothes (see figure in left) </li></ul><ul><li>52% of them hardly or never buy clothes online (see figure in right) </li></ul>
  5. 5. Consumer behavior (online) <ul><li>When they go to a fashion website for information </li></ul><ul><li>collection overview </li></ul><ul><li>promotion information </li></ul>
  6. 6. Consumer behavior (online) <ul><li>The participants were asked which factors influence them in choosing a certain fashion retail website for purchasing fashion products above others. </li></ul><ul><li>the shopping transaction </li></ul><ul><li>the content displayed </li></ul><ul><li>general visual appearance or layout of the website and navigation system </li></ul>
  7. 7. Consumer behavior (online) <ul><li>When they decide to buy a fashion products on a fashion retail website. </li></ul><ul><li>the product overview </li></ul><ul><li>delivery information </li></ul>
  8. 8. Consumer behavior (online) <ul><li>63% of participants use the navigation menu for product search </li></ul><ul><li>37% of them use keyword search function </li></ul>
  9. 9. Consumer behavior (online) <ul><li>There is an interesting phenomenon that 50% of participants had made an impulse buy online. </li></ul><ul><li>the features of “ nice product overview ” and ” product detail information ” prompted their impulse buying </li></ul>
  10. 10. Consumer Journey Marking presentation site Brand awareness Add value to Brand and customers Online shop
  11. 11. Conclusion <ul><li>Visual appearance has an impact on consumers’ beliefs towards the fashion brand. </li></ul><ul><li>  </li></ul><ul><li>Online experience has an impact on consumers’ attitude towards the fashion brand. </li></ul><ul><li>Rich information has influence on consumers’ perception about the fashion brand. </li></ul><ul><li>  </li></ul><ul><li>Visualization of Fashion products triggers consumers’ impulse buying. </li></ul><ul><li>All the above elements together can create the loyalty of consumers towards the fashion brand. </li></ul>
  12. 12. Evaluation method: “ The User Experience Honeycomb” <ul><li>Useful. Is the website of fashion retail useful for its’ consumers? </li></ul><ul><li>Usable. Is it easy to use for it’s consumers? (usability) </li></ul><ul><li>Desirable. does the image, identity, brand and other elements of emotional design trigger it’s consumers’ desire? </li></ul><ul><li>Findable. Do consumers can find what they want on the website? </li></ul><ul><li>Accessible. Is the website accessible for disabled consumers? </li></ul><ul><li>Credible. Do consumers have trust and believe what company expresses to them through the website? </li></ul><ul><li>Valuable. Does the website deliver value for fashion brand? (such as brand awareness or interest) and improve customer satisfaction. </li></ul>
  13. 13. Evaluation method: “ The User Experience Honeycomb” <ul><li>important facets or qualities for fashion-retail brands’ online platform: </li></ul><ul><li>usable, findable, credible and valuable </li></ul><ul><li>The desirable facet isn’t necessary, however, it can enhance the enjoyment of user experience. </li></ul>
  14. 14. Design approach: “Goal-Directed Design Process”
  15. 15. Shoeby <ul><li>Mission </li></ul><ul><li>we give you a unique and personal service </li></ul><ul><li>different from everyone else </li></ul><ul><li>Vision </li></ul><ul><li>to stimulate its customers and potential customers in the right way </li></ul><ul><li>a fashion brand for women’s and men’s wear </li></ul><ul><li>one of the biggest franchises in the Netherlands </li></ul><ul><li>located at busy shopping centers of smaller towns and district centers </li></ul>
  16. 16. Shoeby <ul><li>These data refer to free web traffic metrics: </li></ul>
  17. 17. Shoeby <ul><li>Objective </li></ul><ul><li>Increase the sale, and decrease marketing expense </li></ul><ul><li>Increase the relationship with their target groups </li></ul><ul><li>Enhance the level of interest from their target groups </li></ul><ul><li>Increase the time that visitors spend on its site </li></ul><ul><li>Strong brand identity </li></ul><ul><li>Generate more brand awareness </li></ul>
  18. 18. Shoeby - Competitors’ analysis <ul><li>H&M </li></ul><ul><li>The components that are used on its online marketing site: </li></ul><ul><li>Seasonal collections (interactive flash movie) </li></ul><ul><li>Style Guide, create your own style (print out/ post on your blog) </li></ul><ul><li>Top 5 Items </li></ul><ul><li>Video Podcast for download (H&M fashion video, campaign) </li></ul><ul><li>Virtual Dressing room (print out/save as widget, sent to your website/ blog/ friends) </li></ul><ul><li>Fashion Magazine </li></ul>
  19. 19. Shoeby - Competitors’ analysis <ul><li>These data refer to free web traffic metrics: </li></ul>
  20. 20. Shoeby - Competitors’ analysis <ul><li>Mexx </li></ul><ul><li>The components that are used on its online marketing site: </li></ul><ul><li>Seasonal collection (inspiration/ look/ highlight) </li></ul><ul><li>Company News </li></ul><ul><li>Product lines (photos slides) </li></ul>
  21. 21. Shoeby - Competitors’ analysis <ul><li>These data refer to free web traffic metrics: </li></ul>
  22. 22. Shoeby - Competitors’ analysis <ul><li>Esprit </li></ul><ul><li>The components that are used on its online marketing site: </li></ul><ul><li>Collection overview (motion graphic) </li></ul><ul><li>Campaign movie </li></ul><ul><li>Download (wallpaper and screen saver) </li></ul><ul><li>Club (information about the benefit to have Esprit card) </li></ul><ul><li>Different themes for background of website </li></ul>
  23. 23. Shoeby - Competitors’ analysis <ul><li>These data refer to free web traffic metrics: </li></ul>
  24. 24. Shoeby – Target groups Women (25 -35)
  25. 25. Shoeby – Target groups
  26. 26. Shoeby – Target groups
  27. 27. Shoeby – Target groups
  28. 28. Shoeby – Target groups Focus target groups
  29. 29. Shoeby – Target groups <ul><li>Needs & Wants </li></ul><ul><li>Needs: </li></ul><ul><li>Fashion product information </li></ul><ul><li>Easy find the information that they want </li></ul><ul><li>A good overview about collections with Attractive photography </li></ul><ul><li>  </li></ul><ul><li>Wants: </li></ul><ul><li>Personal style recommendation (advice, tips) </li></ul><ul><li>Limited Edition and Special collection </li></ul><ul><li>Promotion information </li></ul><ul><li>Big collections, have various choices </li></ul><ul><li>Get inspiration </li></ul><ul><li>Can see the details of the product </li></ul><ul><li>Catwalk movies </li></ul><ul><li>The site shall give them the feeling that makes them feel they are special </li></ul><ul><li>Information about sizes </li></ul>
  30. 30. Thanks! Any questions