As Seen

as seen as seen

this report outlines an innovative application that is the solution to the problem of not knowing where to buy an item that you’ve seen on someone, on the streets, social media, televison, etc. “as seen” creates the opportunity to find the perfect garment for your wardrobe using detailed filters or even inserting the picture of the garment, then showing an array of similar items. customers now have a variety of brands and stores to choose from to select that item.

this business plan exemplifies the merging of two dominant industries; the fashion and technology industry. with the help of influencers, advertisements, and investors, this app will gain recognition and be apart of the ever growing market of fashion and technology.

as seen our mission offering an array of fashion brands to give customers an easy, comparative shopping experience for their specific style needs

we believe that staying on trend and finding your special pieces for your wardrobe are necessary to feeling great on the inside while looking fabulous on the outside

as seen our aim we want to be memorable and build a community within our brand and customers

brand identity

our name: as seen

our service is called “as seen” because when you see a garment that you love, you just need to have it. our app will combat that longing for that specific garment you saw on the streets, television, social media; as seen in your life!

our emblem:

as seen

our logo symbolizes an eye. it goes along with our name because our customers are seeing trends in their lives. part of the eye is cut off because there is always more to see in the fashion world, as the industry is ever changing

we chose a gradiant as our icon background to make it seem like it is three dimensional. a majority of the applications that Apple Inc. has created included a gradiant effect. this will make our app fit nicely amongst all other applications.

design

where our customers will be able to log into their accounts to see their personal searches and get the 4-1-1 on happening trends within the fashion industry.

home page:

the customer’s fashion feed will be the mecca for incessant scrolling of trends spanning from haute couture to streetwear.

left side bar:

the hub for all their fashion news, account information, & previous item searches. our app tracks trends and supports the sustainbility movement and will encourage and educate our customers to do the same.

right side bar: the main event, the headliner, what the app is all about: the style search.

customers have a choice to describe their item (in-app purchases to gain access to extensive search boxes) or upload a photo and highlight the garment they want the algorithm in our app to search for.

these moodboards capture the essence of our app design: modern minimalism. it sometimes can be overwhelming when an app or website has a lot going on, so we wanted to create a simple, clean design to create a sense of organization within the app.

our color palette is included in our moodboards to really get a sense of what our app is. our yellow hues inflict happiness and optimism within our customers when browsing through the app. this vibrant tone represents the cheers of joy that happen after finding that garment, you’ve been looking all over for.

textural palettes

to compliment the moodboards and truly get a sense of what the design of “as seen” is, texturally.

customer profile

name: Arielle

gender: female age: 30 years old job: fashion blogger, Something Navy income: ~ £90,000 place of residence: upper east side, new york city hobbies/social life: shopping, going out with friends/family, eating at new, popular restaurants, travelling with her husband and daughters favorite shops: nordstrom, saks fifth avenue, bergdorf goodman, bloomingdales, net-a-porter

market research

64 female respondents from 18-35 years old

question: is your style often influenced by other people (i.e. friends, celebrities, bloggers)?

question: do you ever see someone wearing something and think, “I need to buy that”?

question: do you feel that you see clothes on models, celebrities, social figures, etc. but don’t know where to buy them?

question: do you ever feel frustrated when you can’t find a garment that you just have to have?

based on the responses obtained from our target market, this app will combat the difficulties finding the garments people see on social media, television, on the streets; anywhere and everywhere.

target market

gender: female

age: 18 - 30 years old job: students, newly-graduates, full-time associates, fashion bloggers

income: £70,000

place of residence: central london hobbies/social life: shopping, going out with friends, eating at new, popular restaurants, travelling to new cities

favorite shops: zara, asos, nordstrom, saks fifth avenue, bloomingdales, net-a-porter, selfridges our target market is women who are interested in today’s trends, sustainability, and finding specific garments that span from statement pieces to basics; creating the perfect wardrobe.

our USP (unique selling point) is that the customers will be able to track today’s trends, spanning from designer runway looks to what people are wearing on the streets. when customers create an account they can receive daily notifications, offering articles and photos of current trends.

sustainability is very important within the fashion industry because the industry is the second largest waste producer, behind the oil and gas industry. as part of our CSR, “as seen” encourages users to do more good, not less harm. our customers have the option to learn about brands that are sustainable, new innovation, and daily news about sustainability. even just being educated on the issue at hand is a start to improving our environment.

competitor analysis

Summary scans barcodes of any product and compares all prices

finds the best deals and coupons, barcode scanning available

takes screenshots from camera roll and finds where to buy each item in photo

shopping with many different brands and a large supply of different products and style match is available

finds outfit information on where to buy items found in blogger/influencer instagram pages

Service Pricing free free free free free

General Marketing Strategy

press releases, blog, twitter, facebook

newsletters, twitter, facebook

celebrity use (Kim Kardashian), social media, collaborations with influencers/blogg ers

Instagram, facebook, billboards, student collaborations

Strengths - one of the first apps to compare prices and find deals (founded in 2008)

- successful funding by investors

Weaknesses - don’t have an instagram which is now more popular than twitter and facebook

- don’t advertise as much as when they started

- can only search for products when there is a barcode

- coupons available in app

- app is easy to use

- no instagram and don’t advertise much

- can only search for products when there is a barcode available

- only have a few deals for a few set stores

- instagram account shows how to use the app

- celebrity affiliations

- actively marketing

- only available on app store for iOS devices

- website doesn’t have any information online, only link to download app

- app is a little confusing with the “discover page ”

Instagram ads/ promotions from bloggers and influencers

- apple pay

- company is already widely known

- student discounts

- only show items that they sell, so you may not find exactly what you ’ re looking for

- there’s a tutorial on how to use the app when you first log in

- easy to use app

- shows a wide range of similar products

- can only search for items if they’ve appeared on an influencer’s post

Competitor

positioning map

swot

strengths

- easy to use app, with clean lines and an organized layout

- use of e-commerce which is a growing and an advancing industry weaknesses

- very specified app, people may use it once then delete it

- the service provided doesn’t make money, unless made by investors and ads, due to the use of other fashion brands opportunities

- can collaborate with brands to create a capsule collection to be featured on the app

- can collaborate with bloggers and influencers on social media to gain recognition threats

- competition with other shopping applications

pestle

- Brexit negatively affects the consumer’s confidence in the economy economic

- after Brexit, business investments declined due to business leaders’ wearyness about the UK’s economic prospects

- the depreciation of sterling after the Brexit vote social

- a low unemployment rate means that a lot of consumers will be spending more of their money

- many consumers are shopping online and on apps because it’s easier and faster

- the younger population is increasingly using their phones technological

- digital innovation increases the population’s use of technology legal

- license agreement, terms of service, privacy policy, and cookie policy environmental

- no affecting factors

marketing mix

product application design and future development price

the application does not make payments within the app, instead it will take the customer to the brand or retailer’s website place

“as seen” will be available for download on the App Store and Google Play

promotion customers create an account in order where they can receive notifications about their searches, the trends, and sustainability. our app would be advertized on social media platforms through advertisements and collaborations with influencers and bloggers.

people

a customer relationship management (CRM) system helps us keep customer contact details up to date, track every customer interaction, and manage customer accounts (Salesforce.com, n.d.). customer service is available to contact through our social media platforms, where there will be a response within five minutes.

process

once the customer finds an item they want to purchase, the app will direct the customer to their web browser, with the link of that garment. the customer can also save certain items to shop at a later time and will be able to view their past searches.

physical evidence

the app has a very modern, simple design to it, creating a relaxing and easy shopping experience for the customers (refer to page 11-14 for design).

advertising

collaborations with influencers and bloggers

a projection of what a post would look like from a blogger or influencer on instagram

sponsored advertisements on instagram and facebook

visual range

our visual range doesn’t contain designs for a fashion line, but rather the items customers may search and find within the app. “as seen” will have a wide range of products; from simple to intricate designs, casual to formalwear, outerwear to accesories. our app can find it all.

financial plan

all projected in £

our projected financial plan takes into account current costs like setting up the software for the application as well as costs once the app has launched, like updates. at the end of the first year, there is about £ 375,000 for future updates, wages, office rent, and marketing.

product development

for the future of “as seen,”the app will expand into menswear. our target market when the app is launched will be women, due to the newness of the app. once the application gains recognition and builds a commnunity, it will be easier to market towards men.

after “as seen” is launched, our service app will eventually expand into a website within the first year, making it accesible across multiple platforms.

conclusion

as seen is an innovational application that deems necessary in shopping culture. its purpose is to tackle the feeling of not knowing where to find a garment. our app is different from other shopping applications because not only does it have two ways to search for an item- either keyword searches or uploading a photo- but it also is easy to use. our design shows a modern minimalist aesthetic, creating a sense of simplicity and joy, which is what we want our customers to feel.

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