Shoeby Kickoff

Shoeby (kickoff)

Jie Chen10/4/2009

Index

1st Part• Consumer behavior• Evaluation Method• Design Approach

2nd part• Shoeby • Shoeby – competitor’s analysis• Shoeby - target groups

Female consumer purchase behavior• Prefer to be left alone in the clothing shop• Have higher sensory receptors in a retail environment • Tend to share with her friends• Easily affected by fashion publications and by the opinions of their

friends • Based on emotion

Behavior toward to an item in a clothing shop

Consumer behavior (online)

• The result of this survey shows that 60% of the participants use the internet for information about clothes (see figure in left)

• 52% of them hardly or never buy clothes online (see figure in right)

Consumer behavior (online)

• When they go to a fashion website for information

1 collection overview 2 promotion information

Consumer behavior (online)

• The participants were asked which factors influence them in choosing a certain fashion retail website for purchasing fashion products above others.

1 the shopping transaction

2 the content displayed

3 general visual appearance or layout of the website and navigation system

Consumer behavior (online)

• When they decide to buy a fashion products on a fashion retail website.

1 the product overview

1 delivery information

Consumer behavior (online)

• 63% of participants use the navigation menu for product search• 37% of them use keyword search function

Consumer behavior (online)

• There is an interesting phenomenon that 50% of participants had made an impulse buy online.

• the features of “nice product overview” and ” product detail information” prompted their impulse buying

Consumer Journey

Marking presentation siteBrand awarenessAdd value to Brand and customers

Online shop

Conclusion

• Visual appearance has an impact on consumers’ beliefs towards the fashion brand.

 • Online experience has an impact on

consumers’ attitude towards the fashion brand.

• Rich information has influence on consumers’ perception about the fashion brand.

 • Visualization of Fashion products

triggers consumers’ impulse buying.

• All the above elements together can create the loyalty of consumers towards the fashion brand.

Evaluation method: “ The User Experience Honeycomb”

• Useful. Is the website of fashion retail useful for its’ consumers?

• Usable. Is it easy to use for it’s consumers? (usability)

• Desirable. does the image, identity, brand and other elements of emotional design trigger it’s consumers’ desire?

• Findable. Do consumers can find what they want on the website?

• Accessible. Is the website accessible for disabled consumers?

• Credible. Do consumers have trust and believe what company expresses to them through the website?

• Valuable. Does the website deliver value for fashion brand? (such as brand awareness or interest) and improve customer satisfaction.

Evaluation method:“ The User Experience Honeycomb”

• important facets or qualities for fashion-retail brands’ online platform:

usable, findable, credible and valuable

The desirable facet isn’t necessary, however, it can enhance the enjoyment of user experience.

Design approach: “Goal-Directed Design

Process”

Shoeby

Mission• we give you a unique and

personal service • different from everyone else

Vision• to stimulate its customers and

potential customers in the right way

• a fashion brand for women’s and men’s wear • one of the biggest franchises in the Netherlands • located at busy shopping centers of smaller towns and district centers

Shoeby• These data refer to free web traffic metrics: Alexa.com)

Shoeby

Objective

• Increase the sale, and decrease marketing expense

• Increase the relationship with their target groups

• Enhance the level of interest from their target groups

• Increase the time that visitors spend on its site

• Strong brand identity

• Generate more brand awareness

Shoeby - Competitors’ analysis

H&MThe components that are used on its online marketing site:• Seasonal collections (interactive flash movie)• Style Guide, create your own style (print out/ post on your blog)• Top 5 Items• Video Podcast for download (H&M fashion video, campaign)• Virtual Dressing room (print out/save as widget, sent to your website/ blog/

friends)• Fashion Magazine

Shoeby - Competitors’ analysis • These data refer to free web traffic metrics: Alexa.com)

Shoeby - Competitors’ analysis

MexxThe components that are used on its online marketing site:• Seasonal collection (inspiration/ look/ highlight)• Company News• Product lines (photos slides)

Shoeby - Competitors’ analysis • These data refer to free web traffic metrics: Alexa.com)

Shoeby - Competitors’ analysis

EspritThe components that are used on its online marketing site:• Collection overview (motion graphic) • Campaign movie• Download (wallpaper and screen saver) • Club (information about the benefit to have Esprit card)• Different themes for background of website

Shoeby - Competitors’ analysis • These data refer to free web traffic metrics: Alexa.com)

Shoeby – Target groups

Women (25 -35)

Shoeby – Target groups

Shoeby – Target groups

Shoeby – Target groups

Focus target groupsFocus target groups

Shoeby – Target groups

Shoeby – Target groups

Needs & WantsNeeds: • Fashion product information• Easy find the information that they want• A good overview about collections with Attractive photography  Wants:• Personal style recommendation (advice, tips)• Limited Edition and Special collection• Promotion information • Big collections, have various choices• Get inspiration • Can see the details of the product• Catwalk movies• The site shall give them the feeling that makes them feel they are special • Information about sizes

Thanks!

Any questions