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