New product launch plan for online virtual closet.

1. Introducing
DressMe™
An Online Virtual Closet
Product Team:
Alli Amrhein
Janessa Shaikun
Emilie Bonano
David Amoruso
Andrew McGehee
Rachel Bradley
Ivy Ryerson
Henry Keyaka
Carrie Smith
5/3/2018 1DressMe New Product Presentation

2. Agenda Overview
①New product idea
②Concept evaluation
③Product development
④Product launch
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3. 5/3/2018 DressMe New Product Presentation 3
Product Idea

4. Problem
• Limited time and money for shopping.
• Challenging to find clothes that are flattering
and a good fit.
• Difficulty creating outfits for special occasions.
• People wear 20% of their clothes 80% of the
time. Lack of inventory awareness.
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5. DressMe Overview
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“A service that better meets the needs of online
shopping customers by assisting them in coordinating
outfits using an online closet in an efficient and time
saving fashion.”

6. New Product Concept
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Need
Time efficient way of
creating polished looks for
online shoppers
Technology
Understanding of
html, assessment
techniques, shopping
platform, customer
service practices
Form
Online shopping
service including
hardware, software,
people, and
procedures

7. Target Market
• Female
• 28-50
• College education or higher
• Income of $55,000 +
• Psychographic Traits:
 Works full time and/or has limited access to appealing shopping centers
 Values style and convenience
 Internet savvy
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8. 5/3/2018 DressMe New Product Presentation 8
Concept Evaluation

9. Market Analysis
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Strengths
• Geared towards everyday
individual
• Efficient
• Affordable
• "Customizable" tailored service
• Provides fashion and how-to
advice
Weaknesses
• Unknown market demand
• Clothing companies could have
other contractual relationships
Opportunities
• Fill market need for online
shopper and virtual closet
• Be the first to market
• Mix & Match items in personal
closet with items available for
purchase online
Threats
• Others can create similar service
• Creating awareness
• Unknown technological
difficulties
• Service base industry, can't
please everyone
• Finding partners

10. On-Line Shopping
Preferences
• 35 Consumers Surveyed:
• In order of importance, our respondents valued:
1. Brand name of item
2. Convenience of shopping
3. Price
4. Cost of shipping
• Over 78% of respondents said they valued free shipping for returns.
• Over 50% of respondents said they valued assistance with matching pants and shirts together, receiving
recommendations for other clothing items they might like based on purchase history, and quick and easy
navigation of the website.
• Over 84% of respondents said they would be motivated to shop if given a free trial or promotional coupon.
• Over 63% of respondents said they valued access to a virtual closet with real-time clothing inventory and
click-and-drag features to help match outfits.
• Over 31% of respondents said they would pay a monthly subscription fee for access to a personal
professional clothing consultant.
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11. Perceptual Mapping
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Everyday Wear
•
istylista.com
•
shopittome.com
•
In-store
personal
shopper
•
In-store shopping
Gap
•
zafu.com
•
justfab.com
High Fashion
High ConvenienceLow Convenience 1 2 3 4 5
5
4
2
1

12. Conjoint Analysis
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Below
average
Average
Above
average
Series1 -1.5 0.8 1.5
-3
-2.5
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
Utility
Quality of Products on Site
Not very
attractive
Average
attractive
Very attractive
Series2 0.5 1.2 1.8
-3
-2
-1
0
1
2
3
Utility
Attractiveness of Website
Not in style In style
Series2 -3 2
-3
-2
-1
0
1
2
Utility
In Style of Products

13. Two Dimensional Analysis
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TypeofPersonShopping Shirt Blouse Pants Shorts Skirt Dress Shoes Suit Blazer Outerwear Accessories
Stayathomemom 1 2 3 4 5 6 7 8 9 10 11
Stayathomedad 12 13 14 15 16 17 18 19 20 21 22
Businesswoman 23 24 25 26 27 28 29 30 31 32 33
Businessman 34 35 36 37 38 39 40 41 42 43 44
Collegefemale 45 46 47 48 49 50 51 52 53 54 55
Collegemale 56 57 58 59 60 61 62 63 64 65 66
Wealthywoman 67 68 69 70 71 72 73 74 75 76 77
Wealthyman 78 79 80 81 82 83 84 85 86 87 88
Youngadultwoman 89 90 91 92 93 94 95 96 97 98 99
Youngadultmale 100 101 102 103 104 105 106 107 108 109 110
TypeofClothingShoppedFor

14. Morphological Matrix
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Accessibility Ease of Use
Ability to
personalize
account
Ability to
successfully
identify fit
Ability to
successfully
identify style
Ability to track
and retain
wardrobe
Ability to
recommend
outfits
1. Email links 1. High SEO
1. Lifestyle
questionnaire 1. Body Diagram
1. Acceptable to
customer
1. Retain list of
past purchases
1. Based on
customer
lifestyle profile
2. Cell phone
application
2. Easy to
navigate
2. Style
preferences
2. Xbox connect
style sensor
2. Acceptable to
friends and
family
2. Addition of
any new
purchases
2. Based on
customer
personality
assessment
3. Internet
search
3. Clear and
concise content
3. Personality
assessment
3. Picture
uploads
3.Appropriate
to occasion
3. Addition of
existing
customer
wardrobe
3. Appropriate
to the specific
event
Dimension
A morphological Matrix for a new online shopping website including a personalized online closet function

15. 5/3/2018 DressMe New Product Presentation 15
Product Development

16. Website Functionality
Introductory Features (for new users):
• Pop-up chat for first-time visitors
• Body-diagram for measurements
• Lifestyle questionnaire
• Where you work
• What you do with your free time
• Slide-show to test user preferences
• Upload personal picture
• Virtual dressing room
• Skin assessment
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User arrives at
website
Popup chat
greets first time
customers
User completes
a questionnaire
User uploads a
photo
Virtual Closet is
created

17. Website Functionality
Features for Established Users:
• Virtual closet with drag and drop
• Intelligent rating /recommendation system
• Add existing wardrobe to virtual closet
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18. Pricing Strategy
• No charge for basic website access
• Three tier subscription options and benefits:
• Other revenues – commission from suppliers still?
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1st Tier Access to all features
Discount Prices
24/7 Customer Assistance
2nd Tier Access to most features
Discount Rate
No customer assistance
3rd Tier Access to basic features
Discount Rate
No customer assistance

19. 5/3/2018 DressMe New Product Presentation 19
Launch Plan

20. Market Entry
• Target Market
• Demographics
• Aggressiveness
• Determine brand’s current levels of awareness,
emotional connection, distinction, credibility and
trust, and sales
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21. Brand Positioning
• Features/benefits
• Trademarks
• Tagline
• We make it easy to look good
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22. Communications Plan &
Timeline
• Social media/“tell a friend”
• Public Relations
• Internet advertising
• Free trail/Coupons- then different options
• Promos through partners
• Use advertising, publicity, promotions, online
marketing, sales efforts, packaging, and point-of-sale
efforts to introduce your brand
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23. Launch Management
• Spot Potential problem
• Select the Control Event
• Develop Contingency Plan
• Design Tracking system
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24. Launch Management Plan
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Potential Problem Tracking Contingency Plan
Cost overruns Expenditure Cut cost
Economic
slowdown
Economic
indicators
Hiring decision
Distributor Cut off supply Seek other
distributors
Competition Website changes Partnership
Technical Bugs issues Immediate fix

25. Contingency Plan
• Spot Potential Problems
• Technology
• Threat from competitors (competitive retaliation)
• People expect something they are not getting-service
• Poor advertising
• Awareness
• Partnerships
• Pricing
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26. Testing & Tracking System
• Surveys
• Trigger points
• Website hits- low conversion rate
• Customer base does not exceed XX by XX
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27. 5/3/2018 DressMe New Product Presentation 27
Appendix

28. Perceptual Attributes
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Istylista.com Shopittome.com zafu.com justfab.com
Fashion
Quality Product Offerings 4.5 3.5 1 4.5
Gives me the look I like 4.5 4.5 1.5 5
In style 5 4 1 5
Visually attractive 5 4 2 4.5
Versatile 4 3.5 1.5 4.5
Fashion Average 4.6 3.9 1.4 4.7
Convenience
Ease of Use 2 4 2 5
Level of Expertise 1.2 4.5 2 5
Time Commitment 3 3.5 3 4.5
Good price 1 4 1.5 3
Speed of Service 1.5 4 2 5
Convenience Average 1.74 4 2.1 4.5

29. Dimensional Attributes
• Purpose:
• Identify product
attributes
• Checklist used to
determine what
attributes could be
changed to improve
customer experience
5/3/2018 DressMe New Product Presentation 29

30. Perceptual Attributes
• Purpose:
• generate ideas
using attributes
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