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Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
Shoeby Kickoff
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Shoeby Kickoff

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  1. Shoeby (kickoff) Jie Chen 10/4/2009
  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. <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. 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. 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. 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. 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. 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. 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. Consumer Journey Marking presentation site Brand awareness Add value to Brand and customers Online shop
  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. 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. 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. Design approach: “Goal-Directed Design Process”
  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. Shoeby <ul><li>These data refer to free web traffic metrics: Alexa.com) </li></ul>
  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. 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. Shoeby - Competitors’ analysis <ul><li>These data refer to free web traffic metrics: Alexa.com) </li></ul>
  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. Shoeby - Competitors’ analysis <ul><li>These data refer to free web traffic metrics: Alexa.com) </li></ul>
  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. Shoeby - Competitors’ analysis <ul><li>These data refer to free web traffic metrics: Alexa.com) </li></ul>
  24. Shoeby – Target groups Women (25 -35)
  25. Shoeby – Target groups
  26. Shoeby – Target groups
  27. Shoeby – Target groups
  28. Shoeby – Target groups Focus target groups
  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. Thanks! Any questions

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