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ElleUK redesign


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Elle Uk redesign '07 workshop presentation. Working with Elle print editorial staff and introducing aspects of social media that need to be entwined on

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ElleUK redesign

  1. 1. Agenda for TODAY <ul><li>What are we doing today? </li></ul><ul><li>Background </li></ul><ul><li>Media consumption & internet </li></ul><ul><li>Join us on our current journey for Elle V2.0 </li></ul><ul><li>Who we are targeting for Elle digital </li></ul>
  2. 2. Background Launched 2 weeks ago Making content quality believable of Elle Making site easy to use and deeper content
  3. 6. Reason for phase 2 Lean back / lean forward active/passive different goals
  4. 7. From print to internet Media consumption
  5. 8. 30 million people in the UK are online
  6. 9. 50% of them use the web every day
  7. 10. 10 million British Households now have broadband
  8. 11. This has fuelled the need for bigger and better websites in the UK
  9. 12. Habits have changed, the ‘always on’ nature of broadband encourage us to snack on the internet and dip in and out throughout the day.
  10. 13. Habits have changed, the ‘always on’ nature of broadband encourage us to snack on the internet and dip in and out throughout the day.
  11. 14. Online advertising is now half the size of TV advertising £ 917m vs £ 1979
  12. 15. The younger generation watch most of their TV as downloads .
  13. 16. An item of women ’ s clothing sells every 7 seconds on Ebay
  14. 17. The online clothing market is now worth over 900 million pounds . By 2010 this predicted to rise to £ 2.3 billion
  15. 18. This is the age of convergence- we want any content on any device, anywhere at anytime
  16. 19. The Big Brand questions for V2.0 <ul><li>What is our Point? </li></ul><ul><li>Our Direction, our Intention, our Sponsoring Thought? </li></ul><ul><li>Why should I Care? </li></ul><ul><li>Both as a Customer (External) </li></ul><ul><li>and as an Employee (Internal) </li></ul>
  17. 20. A Brand is a promise delivered <ul><li>All is One. You are your Customer. </li></ul><ul><li>A Brand is not a Logo. </li></ul><ul><li>A Brand is not a Name. </li></ul><ul><li>A Brand is a promise. Delivered </li></ul>
  18. 21. Users see one brand
  19. 22. Google wasn’t built in one day
  20. 23. There is only one Apple
  21. 24. Perez Hilton needed Paris Hilton
  22. 25. Facebook is a social utility
  23. 26. Who are we targeting ? Stephanie & Rachel 26yrs, Window dresser H&M 30yrs, buyer
  24. 27. Elle digital brand statement The indispensable guide for your fashionable life Feed your fashion addiction at
  25. 28. A day in the life of Stephanie
  26. 29. Breakfast… need to pick up wallpaper
  27. 30. Check weather..wonder what to wear today
  28. 31. BBC weather
  29. 32. Google maps….How do I get there
  30. 33. On tube, listening to my Killers
  31. 34. Great got that bag on Ebay I was bidding for
  32. 35. Back at work..
  33. 36. Check Ebay quickly before I get stuck
  34. 37. Facebook..I promise just once
  35. 38. Need to concetrate, music
  36. 39. Lunchtime, let’s snack a bit on Perez
  37. 40. Pret Salad
  38. 41. Better find a good deal for this evening
  39. 42. Shall leave Ana a message on Facebook
  40. 43. At Sketch…
  41. 44. He he, posting Sketch pics
  42. 62. Thank you