Style portal and platform for AMEX. Designed by Renata Mann and Katie Lafferty.

1. AMEX FASHION
THE FUTURE OF FASHION IS STYLE
GUMBOLIVE
PLATFORM BUILD-OUT

2. AMEX FASHION - STAGE 1
Build an interactive always-on Amex platform to revolutionize the fashion industry.
Strategy: Build an Amex platform in partnership with MADE and CFDA that empowers emerging designers while giving consumers access to the industry. Connect the business of fashion with the practice of style: identify the wants and needs of stakeholders, find connections between them, then ways to meet the needs of all parties.
WANTS/NEEDS LIST: FASHION IND. STAKEHOLDERS
Practice of Style:
FASHION FUTURISTS
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I want the ability to play dress up.
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I want a story behind my style.
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I want to get more out of my existing wardrobe.
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I want to inspire others with my style.
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I want to feel connected to my favorite designers and influencers.
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I want my dream wardrobe/closet.
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I want a constant stream of new style inspiration.
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I want my style to express my story to others.
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When I have clear specific wants, I want easier, faster ways to find it.
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I want a bold vision of the future of fashion that I can see myself within.
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I want more opportunities to REALLY craft my personal style.
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Business of Fashion: (some wants/needs overlap various stakeholders)
DESIGNERS
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I want innovative, brand relevant ways to gain exposure for less.
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I need people passionate about my brand working with me.
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I want to create a community around my brand.
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I want the story of my brand amplified and told through my customers/fans.
RETAILERS
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I want to offer a deeper way for consumers to experience the brands I stock.
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I want to reach my customers through a strong physical and digital presence.
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I want to give people a reason to fall back in love with (non-web) shopping.
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I want to be more than a store, I want to offer carefully curated experience.
INFLUENCERS/VISIONARIES
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I want to attract a community that shares my vision of the future of fashion.
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I want to influence and inspire expression of personal style.
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I want to create conversations around new ideas in fashion/style.

3. AMEX FASHIONTHE FUTURE OF FASHION IS STYLEPartner with emerging designers, CFDA, MADE and American Express (service and access) to help people build their own brand and style. STYLE TRIBESCOMMUNITY & ACCESS• Traveling wardrobe• Communal closetsCONCIERGE STYLISTSERVICE & ADVICE• Digital closet• Network of makers• Marketplace of artifactsPARTIESCOMMUNITY & ACCESS• Style celebration parties• Exclusive to Style Tribe & Amex membership• UnstagedINSPIRATIONSERVICE & COMMUNICATION• Stunts to generate curiosity• Share through mediaCURATINGPERSONAL STYLE WITH EMERGING DESIGNERSSOCIAL MEETUPSCOMMUNITY & ACCESS• Designer curated events• Clothing swaps• Sew-a-thons• Intern for a day

4. AMEX FASHION - STAGE 2
Helping people cultivate their style in concert with
emerging talent in Fashion.

5. Style Tribes evolve and multiply as seasons progress, allowing new trends and leaders to emerge into the space.
• Travelling Wardrobe Club: Join by style tribe and receive a new wardrobe every season to try out and wear.
Wardrobes are curated by famous established designers and tribe leaders, featuring a mix relevant pieces and price points.
• Communal Closets feature curated collections that registered tribe members can borrow pieces from with an option to buy.

6. Tribe leaders are influential emerging individuals in the fashion industry (designers, bloggers, stylists, boutique owners) with an established following.
Events:
• Amex sponsored ‘High Style Parties’ at fashion week include runway shows, live music, and celebrity guests.
• Local/Ongoing events: “intern for a day” collaborative work events, sew-a- thons with designers, clothing swaps, and sample sales.

7. Concierge offers style curating tools, interactive advice and input from tribe leaders.
Digital Closet: Create, view, share and manage your digital wardrobe. Save favorite outfits, share closets with fellow tribe members, save items in a wish list that connects with online retailers.
Digital Closet is launched using closets of the tribe leaders, inspiring people to use the tool.

8. Collaborate with established designers and artists to use Amex media to inspire Fashion Futurists and style enthusiasts.