The document proposes a fashion app that provides personalized shopping advice and fashion trend information for women. It would also serve as a marketing platform for fashion brands and retailers. Customer surveys found that women have a need for inspiration and guidance when shopping. The proposed app could fill this need while also connecting brands with customers and helping retailers acquire new customers. The classical online advertising market for fashion is growing and represents an opportunity for the app's revenue model.

1. Fashion App
Final Report for OAP - Venture Lab 2012

2. The Idea - Fashion App
Our Vision
is to combine the advantages of online shopping and retail stores
shopping experiences in one product.
Our Product "Your fashion app"
is a free service for young women to inform themselves about actual
fashion trends and to receive a valuable and personalized shopping
advice.

3. Problems to solve
Fashion conscious Brands / Retail Stores:
women:
● shopping time and budget are ● big competition with other
limited retail and internet stores
● frustration is big by not ● classical advertisement
finding desired styles media lost their efficiency
● personalized advice is difficult ● Google ads are plain text and
to receive doesn't fit good to the needs
● fashion magazines costs of industry
money ● customers develop banner
● mismatch between styles blindness and block ads
presented in magazines and
offered in retail stores

4. ... exhausted with shopping
+
Source: thesun.co.uk

5. Benefits of our product
Fashion conscious Brands / Retail Stores
women: benefits:
● entertain with new fashion ● access to a target group
impressions for free ● high quality environment for
● valuable and personalised branding
shopping advice ● high customer attention to
● articles can be bought and presented message
tried on in a local shop ● highly personalised and
● save money by getting latest localized ad targeting
coupons and find local deals ● new customer acquisition and
● have an overview of local activation of existing
shops customers

6. ...happy shopping with our app!
Source: lettbylgjan.visir.is

7. Market size and growth
● The german online advertisement market has grown +16% in 2011
and has a size of 6,3 bill. euro, OVK 2011
● It is possible to see a shift from classical advertisement to digital ads,
Carat 2011
● The online advertisement market is divided in three segments:
affiliate, search engine marketing and classical online advertisement
● The classical online advertisement segment is the biggest segment
with +20% growth rate and 3,8 bill. euro demand in 2011, OVK 2011
● Retail businesses and direct mail businesses spent round about 230
mill. euro in 2011 on classical online ads, OVK 2011
● Digital advertisement has still 8% share on total marketing mix of
retailers, which is comparing to service and communication industries
relatively low, OVK 2011

8. Summary of the market analysis
● There is a shift from classical media to digital advertisement
● The classical online advertisement market is 230 Million Euro
large
● It is growing fast +20% year-on-year
● The market has an interesting potential for our product

9. Revenue streams
Because consumers are used to free information on digital
devices our service shall be free for end-users.
On vendors side we have several revenue options:
● article listing fees for fashion brands
● fees for coupon distribution and leads for retail stores
● lead fees for online shops
● advertising revenue from vendors with complementary
goods
With well targeted and inspiring ads we can compete with online
content portals and web blogs and gain a big share of the
fashion industry advertisement market.

10. Customer Survey #1
Objective:
● how do women collect information about fashion trends?
● what kind of problems do they face?
● what kind of needs do they have?
● will they use our product
Method:
● face-to-face interview
● predefined field manual
Demographics:
● 12 women from 16 to 40
● 5 men from 23 - 37
● students / employees
● married / unmarried

11. Customer Survey Results # 1
● Inspiration for fashion styles comes from emotional pictures of
magazines, store windows, celebrities, catalogs and people from the
street
● Local real-life shopping is more relevant and valuable for customer
than online shopping
● Fashion is very emotional, less rational and very individual
● Some users like to share styles, others might avoid it
● Spontaneous shopping is always fun and pleasure but to be
prepared in advance is an appreciated value
● Customer really appreciate to use our product for inspiration and local
shopping
● The end-users want to get the service for free

12. Customer Survey #2
Objective:
● how do women use our product prototype?
● which features will they use?
● which features are important, which are less important?
● do they value the guidance of our product?
● which suggestions do they have for improvement?
Method:
● face-to-face interview
● mockup and questionaire
Demographics:
● 7 women
● students / employees
● married / unmarried

13. The Mockup

14. Customer Survey #2 - Results
Mockup feedback:
● The basic functionality has proven enough
● The inspiration-part has proven very important
● Start of computer to see website may be very time consuming in
comparison to a magazine
Wishes:
● Star-styles and more clothes on real people
● Top rated styles
● zoom feature is must-have
● a collage tool to mix own styles
● inspiration via top brands
● sharing
● following topics
● iphone and/or ipad app

15. Our Team
Fashion Lab is a team of five people based in Germany:
● Ina is a fashion victim and likes finding latest fashion trends and
shop online and in retail stores
● Sergey has strong skills in technology area - software
architecture and development
● Valentine has experience in visual and interface design in
different web projects
● Jan and Stanislav have long-term experience in fashion
industry and online shopping
All of us like fashion and shopping by our own and working
passionately on this idea.

16. Conclusion
Problem:
● Shopping is time consuming and exhausting
● Local stores are looking for the new distribution channels
to acquire customers
● Brands need to know more about their target groups
Solution:
● free service and personalised app for young women to inform
themselves about actual fashion trends
● targeted and inspiring ads for fashion industry
Market:
230 Million Euro market with +20% growth in 2011
Feedback:
Two surveys show that customer have need for our product.

17. Thank you and contact us for
more information!
contact@fashion-lab.de