STYLE . SNOOPS Style Snoops provides women of 30 plus with carefully curated style advice and insight into women lives. It will encouraging women to set their own pace and path and empower them to be better versions of themselves. It will aim to create an easy to shop platform where the consumer feels that they have had the personal touch of a stylist. We will do this by creating interesting and relevant content, using real every day women as models and subject matters and creating professional styled looks.
1.1
Identity
Style Snoops is a website that creatively shares the lives of real women through styling. It will draw the attention of many women wishing to feel empowered through their personal identity. Style Snoops will delve into the lives of these women which others can easily resinate with and be inspired by. Although based heavily on fashion and beauty it will also include interiors, food and stories/interviews with women’s passions and interests, be it, yoga, art, dog walking, nursing or Dj-ing. Style Snoops will grow into a well known go-to for a woman to browse carefully curated and selected trends. Collaborations will grow with brands which will strengthen the platform. Ultimately Style Snoops endeavour to create connections internationally with stylists and content creators to create interesting and cultural content turning it into an international brand.
1.2
Culture
The website will sit in a cross culture placement. It will be clean and contemporary with an editorial feel. It will be quirky with an arty edge and will heavily feature fashion film, which isn’t something that is seen so often within fashion blogs or online magazines. The fact that the site will only feature real (not perfect) women will also add sincerity and authenticity to the the culture of the platform. Style Snoops will create a bridge from the familiar Facebook generation into the blogging and youtube generation. In the long term we intend on using different writers which would create a versatile tone of voice, however we would always be looking for honesty, verging on uncomfortable and a humorous tone of voice. Images used will always reflect the individual and theme of the story. They will always be of a high professional standard. Overall the website will be inspiring, attractive, charismatic, clean, confident, brave and exciting.
2.1
PEST Analysis
Political Digital revolution - is expanding but still has many issues to put right. One is the lawsuits it has faced due to copyrighted content. This has made publishers take extra precaution as they need to avoid future lawsuits. Freelancers must sign away electronic rights or risk not being published electronically. (Cunningham B. Who owns that story now? Columbia J Rev. 2000; 38(5):11). The threat here is piracy, where people will copy content free of charge. Brexit- Theresa May recently announced the UK will kick-start the official leaving process next year. As a result, the Pound has fallen to a 31-year low against US Dollar, with £1 buying $1.27 at the time of writing.(Three months on - consumers still resilient post-Brexit- Mintel)
Economic Digital magazines are seen as being environmentaly friendly as they do not have to use any tress or chemicals for paper and print. At the beginning of February 2016 the Bank of England (BoE) cut its growth forecast for the UK and signalled that interest rates were unlikely to rise for more than a year. The economy is now expected to grow by 2.2% in 2016, down from the 2.5% predicted in November 2015. The UK unemployment rate fell to its lowest for nearly 10 years at 5.1% in the three months to December 2015. Average earnings continue to grow in real terms, but at a slower rate than seen in recent months. many of the new jobs created are self-employed. The number of self-employed women is expected to rise by nearly 22% in the next five years, for example.((British Lifestyles: Growing Tired of Austerity - UK - April 2016, Mintel)
Socialogical ONS data shows that the average age of mothers in England and Wales reached 30 for the first time in 2013, with the age that women 1st become mothers rising to 28. (Mintel,Lifestyles of the Sandwich generation) The increasing age will lead women into the sandwich generation that will be looking after both parents and children. “Whilst they may have the greater financial capacity to cope, they may feel more of the physical impact of looking after multiple generations, creating greater potential for products and services to help them relax and unwind.” (Mintel,Lifestyles of the Sandwich generation) Multi-generational households in the UK rose by 56% from 2004 to 2014; there were 313,000 such households in 2014.
Technical The growth of digital fashion platforms is on the rise making the field ever more competitive. “Topshop is among the companies in the sector actively searching for the latest technology innovations to improve the shopping experience. It partnered with Decoded Fashion in May 2016 on a competition to find a start-up or entrepreneur to offer a solution to “truly delivering fast fashion in the age of immediacy”. The winner was Finnish start-up Stylewhile, which has created an online styling room to make online shopping for clothes easier and more fun and will work with Topshop to develop the concept.” (Fashion: Technology and Innovation - UK - September 2016) New Social media platforms and apps are always popping up and companies need to be ready to jump when they appear. The consumer is becoming more expectant of fast delivery times, some companies such as amazon have started using Ubers and are looking into using drones to deliver small packages. Consumers are expecting safe but quick check out services, with one click buy it now buttons. m-commerce, according to my questionnaires 90% of people would use social media and create purchases online using a mobile device rather than a laptop. S-commerce is on the rise with sites such as Instagram creating new shopping buttons and fashion designers wanting to make catwalks instantly shop-able through the use of apps. The number of hours people spend watching videos on YouTube is up 60% year-over-year.
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Knowing the Consumer Social media Expertise in styling Desirable Aesthetics
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Knowing the Consumer Social media Expertise in styling Desirable Aesthetics
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Knowing the Consumer Social media Expertise in styling Desirable Aesthetics
2.2
S
Knowing the Consumer Social media Expertise in styling Desirable Aesthetics
Consumer Portrait
4.0 Consumer Analysis
The Style Snoops reader is a women who is most likely to be above the age of 30. Many lifestyle changes are happening, she might be having children, changing career, she will have bodily changes including sizing, skin and hair. She will this time and see it as a time for positive changes. She leads a busy lifestyle around her family, house and work, however she still likes to find time for her self and to socialise. She does much of her socialising on social media, which she is comfortable in using, she might possibly be a little stuck in the way she uses it (Facebook being a key favourite of her time) but is keen to keep up with the times and experiment with new platforms that are introduced to her. She divides her spare time into much needed ‘me time’ and social activities. She would just as much enjoy a night in with some new beauty products, good food and browsing online as she would a night out at a bar drinking cocktails with friends. She is most likely to spend excess money on personal treats such as clothes and cosmetics and on her children on clothes and the latest gadgets. She also likes to travel keeping her world feeling open, she is able to do this by booking simple package holidays once a year and maybe a city break. She is also very aware of her health and wellbeing, she spends more money than she ever has before on living a healthy lifestyle including, gym membership, food and supplements.
Life-Style Variables
Life Style
Brands
Social Media
Interests
Occupation
Desires
Busy Loves ‘Me Time’ Coffee Shops Craves freedom plans for the future Social
River Island Asos Boohoo Newlook Ted Baker Oasis Karen Millen Top Shop Zara H&M
Facebook Instagram Twitter you tube
Fashion Beauty Food Healthy Lifestyle Keeping fit Dog Walking Horse Riding Cycling Yoga Reading Positive Living
Nurse Teacher Beautician Accountant youth worker Public Relations Hairdresser Chef
To Travel To stay social To look good To feel confident To be happy and content To feel successful
Brand Onion Create relatable content
Be fashion forward
Exciting
Offering Advice Brave
Inspiring Attractive
Fun
Empower
Create affordable looks
Womens shoppable content
Personal Confident
Suitable looks for over 30’s
Afordable Charasmatic
Clean
involving the consumer through social media
Product
An online style guide for women over 30. Latest suitable trends including, clothing, footwear and accessories. Easy entertainment.
5.8
5.7
Marketing Mix
Brand Positioning Luxury Sector
Harpers Bazar
Net a Porter The Edit
Hug-You
Place
The site would launch as a national site with prospect of becoming international within two years. Becoming international would make changes to products that would be sold through the site and some careful consideration surrounding this would be needed.
In The Frow
Semaine
Style Heroine
Vogue
Quirky
Simple Pink Peonies
Price
The Blonde Salad
The website will be free to access The products sold through the site will range from value to high street with the occasional luxury item.
Gratzia Glamour
Promotion
Social Media would be a key part in promotion. An event to launch the site. Networking amongst women.
Gap in the market
Look
Mass Market
WEB DESIGN
When creating the design for the website it was extremely important to create a user experience that was both exciting and fresh whilst still being simple and clear. Being a content led website with the business strategy of commerce it is important that the content and commerce blend seamlessly together. With the overall concept and design of this site I feel that this has been achieved. The website will work across multiple devices, each as important as each other. The content shall draw consumers in, with simple yet effective browsing content. Stories will never be to heavy or hard to read, they shall share the lives of interesting yet ordinary people. Make-overs will only use accessible clothing and products, simple stylish looks that are not too over done and deemed wearable by the consumer. The simple one click buttons to buy are are service that we offer our readers to simplify there lives. There is no hunting high and low to figure out where to buy that dress from. The mobile app will use a swipe across approach to shopping the look. Readers can also use a favourites button that can store there favourite items. The app will use push notifications to alert the consumer if any of there favourites have been discounted or selling fast. Another feature will be a listen button that will allow the reader to listen to the story. This is a simple feature to apply that can make a real difference to some people that may have sight impairments, or would prefer to listen to content on the go rather than read, we are after all targeting the busy career women, Mother or wife. Creating shoppable content does not have to stop at beauty and fashion, although this is the main area of the website, some features may take on shoppable content such as home ware, books or gym equipment.
Features • Quick one click shoppable buttons • Film - behind the scenes - how to tutorials - fashion • Links to social media • Favourites button (store favourites to get deals) • Easy swipe features • Audio story tracks
SHOP THE LOOK >
THE STORY >
PLAY ME >