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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