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Draft Research & Proposal for Fashion Video Commerce & Community Platform

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Final Year Individual Project Research & Proposal for Fashion Video Commerce and Community Platform

Draft, Mid-term Assessment. Research up to SWOT.
Marketing Strategies to be followed up in the final presentation.

Year 3 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts

For all queries, networking & business enquiries, email me at teojiaen90@gmail.com.

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Draft Research & Proposal for Fashion Video Commerce & Community Platform

  1. 1. Statement of Intent & Market Research Name: Teo Jia En Class: BAFMIN5B Supervisors: Circe, Ann, Gilles
  2. 2. No media for Asia Pacific designer fashion In video platform
  3. 3. To create an Asian-Pacific online community that provides the latest Asian-Pacific designer trends & entertainment news through videos.
  4. 4.  To provide fresh, exciting and entertaining videos on Fashion and Beauty in Asia Pacific.  To increase credibility and awareness of established and/or new Asia Pacific designers and artists.  A new platform for Asian designers to market their designs and reach their audience.  To further establish Singapore as a fashion capital.
  5. 5. Content Stakeholders  Fashion Shows: ◦ Singapore ◦ Japan ◦ Korean ◦ Thailand ◦ Australia  Fashion Boutique Launch  Celebrity Style  Street Style  Influencer (Selected Users) Videos  Users / Viewers  Designers  Brand Owners
  6. 6. Core: Chic, trendy, fashionable updates. Actual: Fashion Runways, Campaigns & Films Styling Designer Interviews Influencers Uploads Adv. Revenues Augmented: Business Opportunities: Designers - Sales Managers - Profits Retail Space Owners Creative Owners /Content Producers A Core Actual Augmented
  7. 7. Most updated & comprehensive web platform for all Asian pacific designer fashion shows, campaigns, trends, entertainment & news.
  8. 8.  Problem  Project Concept  Product Value Chart  USP  Content  PEST  Market Research and Consumer Analysis: Focus Group, Survey Results, Interview Results  Market Segmentation & Positioning  Target Customers  Competitors  Perceptual Mapping  Business Model  SWOT  Conclusion  References
  9. 9. Industry Rivalry Moderate Buyer Power (Advertisers) High Supplier Power (Fashion Weeks) Low Potential Entry / Threat of Mobility Moderate Threat of Substitutes Low
  10. 10. Political Association of Southeast Asian Nations (ASEAN) in 1967. Asean Free Trade Area (AFTA), 1992. (Asean.org) 1. Increase ASEAN's competitive edge as a production base 2. Attract more foreign direct investment to ASEAN. STYLEASIA to represent in depth ASEAN fashion & culture. Spring: Business Angel Scheme, Startup Enterprise Development Scheme (Spring.gov.sg) Economic Stable and growing Singapore market economy at 1.5 % in 2012. (Businessweek.com) Compared to the Europe economy at -0.5% (Forextv.com) Low taxes. (Startupoverseas.co.uk) Healthy financial relations with ASEAN and global powers. (mfw.gov.sg) Social Audi Fashion Exchange: Audi Fashion Festival, Blueprint, Star Creation. Singapore 8th Fashionable City in 2011 (Travel.cnn.com) Multicultural – A good platform for SEA market testing Top executives are getting adventurous with their attire. (thepeakmag.com) 42% of labour force working women and are well represented in many professions. (Onlinewomeninpolitics.org) Technology R&D Funding & Facilities (Spring.gov.sg) IntelligentNation 2015 Plan - Nationwide broadband internet access. (Ida.gov.sg) Intellectual Property Rights. (Singaporelaw.sg)
  11. 11. Rise of:  Video Upload & Consumption (Yahoo.com)  Fashion Videos & Films  Video integration online  Video Marketing, Promotion & Advertising
  12. 12.  Top 3 Reasons for watching Fashion & Beauty Videos: ◦ 1. Follow Trends 2. Conveniently saw the link on FB or website & Friend’s recommendation – All said this would make them more inclined to watch.  Top 2 Video Links on: ◦ Youtube (ALL) &Facebook Link (5/7)  Top 2 Reasons why they like to watch Fashion & Beauty video: ◦ 1. Experience before the eyes 2. Visual demonstration clearer than text description.
  13. 13.  Interest to watch Asian Designer Runways & Campaigns: ◦ 5/7 said Yes because they support Asian designers and feel they lack the publicity they deserve. ◦ 2/7 said No because Asian brands not as popular as Western.  Interest to watch user uploaded Asian videos: ◦ 4/7 Positive: Asia is vibrant fashion hotbed and better beauty videos by Asians for Asians.
  14. 14.  ~50 Answers  21-25 years – 75%  Singaporeans – 94%  Income/Allowance <$1000 – 81%  Watches Video Infrequently - Monthly
  15. 15. Yes: 33% Yes: 59% No: 8% Yes: 47% Yes: 49% No: 4% Total Yes: 92%
  16. 16. 15% 15% 13% 34% 34% 14%
  17. 17. 44% 26% 11% 11% 8% 39% 21% 16%
  18. 18. 30% 31% 23% 16% 14% 13% 13%
  19. 19. 23% 20% 14% 43% 30% 24%
  20. 20.  Percentage of the marketing budget:  5% reviewed yearly  Professional insights and advice for StyleAsia.com?  Perhaps something more interactive & involvement for both the designers and browser.  Or a direct chat between designers & their fans. Weibo has done well for that.
  21. 21.  Only 24/7 international TV network in 193 countries.  New multi-media Platform with the most comprehensive and fastest review of the global fashion. Target Audience:  Male 75% & Females 25% Online: 25-45 years. TV: 35-64years.  12 million annual visitors on website FashionTV.com.  Covers Fashion in Asia. www.fashiontv.com/ www.youtube.com/fashiontv
  22. 22.  Style.com is a fashion site covering trend reports, and extensive galleries of fashion- show photos. Target Audience: Female 71% & Males 29% Online: 31 years. Fashion oriented target group. Media HHI: USD$77,500  2.7 Million Monthly Unique Visitors  205 Million Average Monthly Page Views www.style.com/ http://www.condenast.com/brands/style/media-kit/web
  23. 23.  LifestyleAsia.com a pioneer in the online luxury lifestyle publication industry.  City-specific sites covering Bangkok, Hong Kong, Kuala Lumpur and Singapore.  Target Audience: 25- to 45- year-old affluent urban populations  358 daily, 130,670 annual pageviews on website.  36 videos, N.A. views / video.  Opening Parties, Store Opening, Socialite Parties. www.lifestyleasia.com www.statmyweb.com/site/lifestyleasia.com
  24. 24.  Asia's Premier Luxury and Lifestyle Magazine,  An online social network with offline/real world events.  Membership is exclusive and by invitation only.  1,048 daily, 382,520 annual pageviews on website, 250 videos. http://senatus.net/ http://www.statmyweb.com/site/senatus.net
  25. 25.  RazorTV is novel free-access web TV service that combines the internet and TV platform, featuring video-on-demand content.  Target Audience: Local online TV audience, aged 18 – 40  167,000 monthly, 60 million annual page views on website. 900,000 unique audience.  ~960 Total videos, 670 views / video.  Club/Parties Styling & Sentiments, Lifestyle Events, Modeling, Fashion/Jewel Show. www.razor.tv/ www.sph.com.sg/pdf/Mediapedia/SPHMediapedia_OnlineDisplay_2.pdf
  26. 26.  Front Row Access, Real Time Shopping & Power to Influence. World’s first live-streaming only fashion week on Youtube.  Home-grown Singaporean designers presented along side international designers.  Additionally, viewers online can purchase the runway pieces seen in the videos on Zalora. www.fashiontv.com/ www.youtube.com/user/digitalfashionweek
  27. 27. • Popular Korean Fashion Style & Lifestyle Video Platform with celebrity coverage • Target Audience: N.A. • 10.5Mil monthly, ~128 million annual page views on website.65,954 visitors per day. • Sold Out, Style Log & Get it Beauty. http://onstyle.interest.me/ http://www.statmyweb.com/site/onstyle.interest.me
  28. 28.  ASIA-FASHION EX is for Asian girls who are interested in Japanese fashion. It covers music, art, cosmetic, boutique shopping and styling and popular shops by popular demand from viewers posted online.  DIO navigator will be real life perspective on youth culture with Q&A format shows from Asian countries.  Styling, Shopping, Q&A. http://asia-fashion.tv/ http://www.statmyweb.com/site/asia-fashion.tv
  29. 29. Brand FashionTV Style.com RazorTV OnStyle (Korea) DFW Youtube Statistics 413, 837 Total Subscribers 53 Channels 45, 585 Videos 339 million views 7,400 views/video Fashion Week, Top Models, Designers, Films,Destinati ons. 26,927 Subscribers 748 Videos 14.6 million views 19,500 views/video Fashion Shows, Parties, Designers, 2,237 Subscribers 346 Videos 9.2 million views 26,500 views/video Club/Parties Styling & Sentiments, Lifestyle Events, Modeling, Fashion/Jewel Show. 443 Subscribers 150 Videos 729,705 views 4,900 views Video Sold Out, Style Log & Get it Beauty. 241 Subscribers 58 Videos 47,535 views 820 views/video Press conference, Runway, Backstage, Interviews, Google Hangout Most Popular Video & View Count Victoria's Secret Fashion Show 2012 2013 1.5 Million views Milan Highlights: Spring 2013 Ready-to-Wear 256,000 views The ideal bikini body (Bikini International Pt 1) 2400 Views [Style] Get it Beauty Episode 47 Party Makeup – 51,000 Views Backstage moments with Andrej Pejic and Sophie Summer 1,062 views
  30. 30. PartnerBrand Price / Prestige Low / Mass High / Glamour Traditional Media Economy Cowboy New Media Bargain Premium
  31. 31. RazorTV Traditional / Professional High End Glamour Style.com FashionTV LifeStyle Asia Style Asia OnStyle (Korea) DFW StyleHaul Mass Market New Media / Social Community Senatus.net AsiaFashion Ex (Japan)
  32. 32. Materialistic entrepreneur New Age Family Family-oriented traditional The Dreamer Entrepreneurial Strivers The Aspirer Modern Pragmatists The Independent The Dreamers The Aspirer Positioning statement: To modern women and men who care about their image and keep up with trends. To create a leading Asian-Pacific online community that provides the latest Asian-Pacific designer trends & entertainment news through videos. Segmentation Targeting Positioning StyleAsia Entrepreneurial Strivers Survey source: Trend Trackers , Published Straits Times 26/03/2009
  33. 33. Group Demographic factors Psychographic factors Behavioural factors The Dreamers •single women •20s to mid-30s •Between $1,000 and $3,000 /month •Dream of better status than they can afford •status-conscious •Like to flaunt The aspirers •men in their 20s to late 30s •professionals or run their own businesses •Non-narcissists, they live for others rather than themselves •Health conscious •Awareness of healthy lifestyle • Keep up with trends 37.8%
  34. 34. Family- oriented traditional 9% Materialistic entrepreneur 9% The Dreamers 9.50% New Age family- oriented 6.10% The aspirers 28.30% Entrepreneuria l strivers 9.10% The independents 18.50% Modern pragmatists 10.50% The target segment is selected based on : • Size-46.9% • Growing Segment • Trendy, fashionable, like to flaunt, status & brand conscious Decreased compared to 2001 Increased compared to 2001 Source: ‘8 types of Singaporeans’
  35. 35. Target Consumer Primary: Trendy Working Adults Age Mid 20s-40s Life Cycle Dreamers & Aspirers, Entrepreneurial Strivers Occupatio n White collared, Professionals, Creatives Lifestyle Events-Savvy, Sociable; need to be Trendy, Fashionable, Stylish & Contemporary Economic Mid-high income, High Spending Power Psychogra phic Status & Brand conscious, Materialistic, Brands define personality. Influenced by word of mouth by peers Behavioral Like to flaunt Branded items. Image: Facebook.com
  36. 36. Target Consumer Secondary: Creative, Fashion- conscious Students Age 15-Early 20s Life Cycle Teenage phase, fashion & trend conscious, search for identity and to express it. Occupatio n Students, Undergrads, Part-timers, Fresh Graduates Lifestyle Extroverted, Sociable, Events-Savvy, Tech-savvy. Economic Willing to spend large % of income on fashion. Psychogra phic Image conscious. Easily influenced by word of mouth by peers; blogs, internet reviews Behavioral Like to flaunt the latest fashion items and trends. Image: Facebook.com
  37. 37.  Jo Lau  24 years old  Project Manager at Mercury M&C, Events & PR Industry  Organizes Blueprint Tradeshow  Meets with designers, buyers and creative professionals.  Conducts Fashion research for work.  Shopping, Movies, Art, Design & Photography  Whimsical, quirky & individualistic  Dresses up for work & events.  Trendy, Fashionable & Brand Conscious Photo from Jo Lau.
  38. 38.  Youtube Ad Revenue: $ 3/1,000 view, $3300/ 1,000,000 views http://www.youtube.com/stylehaul
  39. 39. 1 Clickable Banner + wallpaper banner on channel http://www.fashiontv.vg/presentation/media-kit-rate-card/
  40. 40. Video sponsorship – pre-roll slide + logo on right http://www.fashiontv.vg/presentation/media-kit-rate-card/
  41. 41.  People want to view friend’s recommendation & share
  42. 42. Helpful to objectives Harmful to objectives Internal Strength: First of its kind to promote Asian talents through a consolidated video platform Tap on to existing talents in ASEAN. Weakness: New upstart, lack experience. Lack the capital to purchase the necessary HD video camera / for video production. External Opportunity: Good structure and support for business in Singapore Good Governance Global businesses based in Singapore for collaboration Rising designers in Asia: Singapore. Thailand, Japan, Korea Threats: Idea is easy to duplicate, in SEA.
  43. 43.  Proven demand & interest in platform.  Combining the best features online.  Preparing the technical side of the project.  Moving forward: Mobile App for Fashion Videos Platform.
  44. 44.  PEST  http://www.euromonitor.com/singapore/country-factfile  Social:  Women in Singapore: http://en.wikipedia.org/wiki/Women_in_Singapore  Women rights in Singapore: http://www.onlinewomeninpolitics.org/womensit/sg.pdf  Men dressing up:  Daring Dressers: http://www.thepeakmagazine.com/sg/brief/mar2010  Are men becoming more fashion conscious?  http://www.ubscure.com/Art/149313/46/Are-Men-Becoming-More-Fashion-Conscious.html  Market Segmentation:  http://www.segmentationguides.com/mosaicsingapore2012/html/visualisation.htm  Fashion Weeks:  (http://www.seoulfashionweek.org/)  http://audifashionfestival.com/about/ Star Creation:  http://www.herworldplus.com/fashion/updates/fashion-updates-fashion-without-frontiers-star-creation-2012  WFW:  http://www.herworldplus.com/fashion/updates/women’s-fashion-week-haute-couture-week-2012-singapore  MFW:  http://www.fidefashionweeks.com/mfws-about-page/
  45. 45.  ASEAN History:  http://www.asean.org/  http://geography.about.com/od/politicalgeography/a/asean.htm  Spring:  http://www.spring.gov.sg/Pages/homepage.aspx  Economic Growth Forecast:  http://www.businessweek.com/news/2012-08-09/singapore-economy-contracts-as-pressure-gains-for-policy-easing  Eurozone Negative Growth:  http://www.forextv.com/forex-news-story/ecb-q4-spf-euro-zone-2012-gdp-growth-0-5-pct-0-3-in-q3-2013-gdp- growth-0-3-pct-0-6-in-q3  ASEAN strong ties and commemoration:  http://www.channelnewsasia.com/stories/southeastasia/view/1238123/1/.html  http://www.mfa.gov.sg/content/mfa/index.html  http://en.wikipedia.org/wiki/Foreign_relations_of_Singapore  Social:  Singapore 8th most fashionable city:  http://travel.cnn.com/singapore/shop/fashion-world-shocker-singapore-now-8th-most-fashionable-city-488750 Technology:  R&D:  http://www.spring.gov.sg/entrepreneurship/fs/fs/tecs/pages/technology-enterprise-commercialisation-scheme.aspx  http://www.ida.gov.sg/insg/post/iN2015-Part-1-On-course-for-Intelligent-Nation-2015.aspx  Intellectual Property Right:  http://www.singaporelaw.sg/content/iplaw2.html

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